Discover the 5 key areas you’ll need to focus on to ensure a streamlined, successful content strategy for your upcoming ICO or blockchain project.
You’ve got an incredible blockchain project on the go. You’re about to launch your ICO to private pre-sale and shortly to the public, and you’re incredibly proud of how far you’ve come.
How can you be sure to maximise the funds you raise?
It’s vital to ensure your project does not fizzle out during the most crucial part of your roadmap: the ICO.
Creating a streamlined, well thought out content management strategy will assist you with maintaining (and growing) trust, visibility, and buzz around your project.
Once you launch
- your team will be inundated with emails about your token sales
- your social media will be replete with comments and questions, and
- potential investors will expect tight deadline responses (you’ll need to maintain these in order to maintain trust and stave off “scam” accusations.)
Unless your blockchain project has a strong, capable team with a multifaceted content management strategy, you’ll set yourself up for failure.
Here are 5 key areas to focus on prior to launching your ICO in order to achieve maximum success.
Develop a clear, concise content creation plan that your content creation and management team can use throughout the launch of your project. Knowing what content needs to be created, promoted, and measured at which stages of the launch pipeline is an incredibly useful tool.
Be sure to
- engage individuals on their own terms;
- develop a clear purpose and well defined goals for the creation of your content. Ask yourself why;
- create a target audience and a number of user personas including psychographics and demographics;
- develop a clear style, voice, tone, and language;
- create content arcs and quarterly themes for your content plan; and
- devise your sales funnel and buyer journey, and test it regularly for ease of user experience (UX).
If you’re lucky enough to employ a team of professional writers on your project, your launch will be a whole lot smoother than if you are writing content yourself throughout your ICO. However, even if you are hiring content writers for your project, be sure to make your purpose clear and outline a clear strategy for your content that will ensure cohesiveness for your brand.
Be sure to:
- Differentiate your brand from others in your industry.
- Illustrate thought leadership in your content.
- Educate, entertain, and be invaluable for your customers.
- Create content which is relevant to what potential backers are searching for.
- Tell a story (of both your brand and product) that is engaging and interesting.
- Choose relevant types of content e.g. white paper (technical and simplified), one pager, tips, best practices, cheat sheets, blog articles, slide/pitch decks, webinars), videos, articles, listicles, podcasts and interviews.
- Have your content professionally edited and proofread prior to publication.
Once your content is written, it needs to be presented in a manner which enhances your brand, maximises user accessibility, and makes it simple for potential backers to read and share. I have seen numerous illegible white papers with dark grey fonts on black backgrounds, excessive design which distracts from the purpose of the content, or, worse still, spelling and grammar mistakes. Keep your content design simple, engaging, and easy to read.
Be sure to:
- Use consistent brand colours.
- Create various versions of your logo to suit different situations.
- Use consistent typography.
- Create beautiful infographics.
- Use professional, high definition photography that suits your brand (don’t choose overused stock photos).
Once your content is planned, written, and designed, it’s important to manage it correctly. A well scheduled editorial calendar ensures you can maximise your exposure and reach engaged followers, and a streamlined, automated content management strategy ensures your team is able to continue doing what they do best.
Be sure to:
- Keep in mind what you’re seeking in both short term and long term e.g. brand awareness, social reach, social engagement, sales, building trust and relationships.
- Consistently measure metrics, analytics, and refine your content strategy.
- Use CRM (Customer Relationship Management) software to measure engagement and lead score.
- Consistently promote your content on relevant channels.
Content Communication Channels
Some content sells better on certain channels than others. Videos have overtaken “memes” on Facebook, maintaining user engagement and encouraging sharing of your content more widely. It is important to devise what content you will share on what channels.
Be sure to:
- Share content on multiple channels.
- Ensure content is accessible on multiple devices.
- Share different content on different channels – be channel-specific.
- Be consistent and regular with your social media posts, email updates, announcements, and blog articles.
- Be present and relevant in each of the channels you choose.
As you can see, it’s incredibly important to dedicate time and resources to developing a content creation strategy and employing a management strategy throughout your ICO.
Your project is worthy of success. Don’t sell it short by scrimping on your content. Speak with us today about how you can successfully implement a strategy for your project.