Because Web3 is emerging and relatively new compared to Web2, its marketing angle should be more educational than informational.

Marketing in Web3 should teach users to look at things differently instead of just informing them(on the premise that they have adequate prior knowledge).

From personal observations, the only company actively using this approach is Binance.

Granted that they’ve been operational for five years, they’ve also improved marketing tactics and paid attention to what other blockchain firms have neglected: SEO and content marketing.

Through their blog (academy), Binance has built authority over time as the go-to platform to find crypto-related answers. Using the fundamental questions that users have to drive adoption, authority, and recognition to their organization.

It might interest you that people are increasingly asking questions they can’t ask other people to search engines.

A quick example: Some people do not trust crypto savings or investments and go to Google to know/find out if they should do so.

If you’re reading this, type ‘should I save in Crypto?’ into your search engine. The first page results are answers from organizations that don’t even do crypto.

Blockchain firms have ignored the need to answer simple questions that users are asking and promote their platforms/products instead.

It’s not all bad, but it’s Web3 marketing; people need to learn and earn, as we always say.

Campus activations, meet-and-greets, and sponsorships are great, but these are offline events; sometimes, some of these events are attended by people who do not have the provision and capacity to start using your platforms yet.

But leveraging on SEO and content marketing allows you to meet interested people on the spot, people who are actively interested and can start on your platform.

Culled from Web3 Marketing: How Blockchain Firms Are Doing It All Wrong.