Why Is Content King?

The phrase ‘content is king’ comes from the title of an essay Bill Gates wrote back in 1996 and it remains just as relevant today as it was then.

In the cryptocurrency sphere, it may seem that coding is king, but coding rarely sets your project head and shoulders above the rest. Why does one project succeed while a more technically superior project struggles to find traction? The answer is centered around communication and engagement and these depend upon effective strategies.

As people continue to debate whether we’re in a lengthening cycle or a bear market what’s certain is that the longer the markets move sideways the more people think about whether to move their money from one token to another. If your community is mostly focused on price action or the novelty factor of the NFT you’re minting there’s little to keep them with you when these effects wear off.

That’s where content counts – clear, effective communications that instill in people confidence that you know what you’re doing and that the project has legs. If your discord is filled with questions about price action and exchange listings it’s a sure-fire signal that your communications lack depth.

What are the reasons that you got involved with crypto, why did you start the project, what change do you hope to achieve in the world? If you’re motivated by deeper reasons to be here than just money then you need to build a community that shares your vision. Win hearts and minds and you’ll be rewarded by people that want to help fight the FUD, they’ll naturally become brand ambassadors, they’ll share your excitement and enthusiasm and that will ripple out to grow and develop your fan base. Moreover, they won’t be asking wen Lambo, they’ll be interested in your Dev Updates, your tokenomics, your future plans, and that will make it a more meaningful experience for you and your community.

How do you do that though if you’re hopeless at writing or just too busy to devote time for it? The only way is through asking for help. No one expects project teams to have all the skills required to run a multi-million dollar business, but they do expect you to do something.

When I studied Psychology one area I emphasized was opinion formation and there’s a wealth of scientific studies that show how difficult it is to change someone’s mind about a subject once they’ve formed a view about it. Prior to that though it’s easy to influence someone to develop an opinion provided that the information you present is clear and meaningful to them. This helps to explain why it’s so difficult to re-build a project once the FUD sets in.

The simplest strategy is to try and maintain open, honest communications with people. This is much harder than it sounds though. For instance, you need to bear in mind how to be transparent whilst also communicating confidence. There’s a world of difference between saying something is delayed and saying it’s been rescheduled, both statements are true but one gives more confidence than the other.

Over the coming weeks, I’ll be sharing some simple pointers and insights you can use to improve your communications with your communities. I understand that a lot of projects can’t afford to engage our services but hopefully, through following along you’ll find something that helps build your community and potentially avoid some self-inflicted FUD down the road.

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