Blockchain Content Marketing

Blockchain Content Marketing – Beginner’s Guide

Blockchain content marketing addresses the problem in the content marketing realm by avoiding plagiarised content littering the internet. A blockchain is a distributed database that is shared among the nodes of a computer network.

A blockchain stores information electronically in digital format. Blockchains are used in cryptocurrency systems, such as Bitcoin, to maintain a secure and decentralized record of transactions. The most exciting part of the blockchain is that it guarantees the security of the data and generates trust

How Is It Different from other Technologies?

The basic difference between a typical database and a blockchain is how data is structured. A blockchain collects information in groups that are known as blocks. These blocks have certain storage capabilities and hold sets of information. When these blocks are filled, they are closed and linked to the previously filled block, forming a chain. Hence, the name blockchain. Further information is compiled into a new block and is added to the chain once filled.

A blockchain structures its data into chunks strung together, whereas a database structures its data into tables. The blockchain data structure stores data in an irreversible timeline of data when implemented in a decentralized nature. When a block is filled, it becomes a part of this timeline, as each block in the chain is given an exact timestamp when it is added to the chain.

Blockchain technology enables decentralized capabilities for a better user experience. It supports direct peer-to-peer transactions without a centralized service provider to facilitate them. You can witness these as decentralized finances, commerce, and decentralized media networks.

It has decreased banks’ requirements and the need for centralized cash register providers. Decentralization has changed marketing, advertising, and content, altering the digital relationship between customers and businesses. 

How Does Blockchain Work?

Blockchain Content Marketing -  how does it work?
Blockchain Content Marketing – how does it work?

Blockchain is a chain of blocks where data is stored and secured with a hash algorithm. It is used to timestamp digital documents, so backtracking or tampering is impossible. Blockchain technology became widely known after the digital cryptocurrency embraced it in Bitcoin, which was introduced in 2009. 

The blockchain is like a distributed ledger accessible to everyone in the Peer-to-Peer (P2P) network. The data is stored in a block and secured by a hash and the previous block’s hash. This series of alphanumeric information becomes the block’s identity. Once the data is stored, it is difficult to change it.

What Does a Block Contain?

Each blockchain is different, and data that goes inside the block depends on the type of blockchain. For instance, a blockchain may be created to store medical records, or it could be a blockchain for storing cryptocurrency transactions. In the case of cryptocurrency blockchains, the data stored in the block is the sender, the receiver, and the amount of money transacted.

What Is a Hash, and How Is It Calculated?

A block is created, data is stored, and then a hash of it is calculated. If by any chance, you change the block’s content, the hash also changes. Applying a hash to the block is one way of securing the data in the blockchain. Any changes in the hash imply that the data has been compromised. 

In addition, each block considers the hash of the previous block. Therefore, when you change the data, the block’s hash changes and impacts the previous block’s hash, and the entire blockchain tampers. With the latest advancements in technology, it is possible to recalculate the hash and keep the blockchain intact, but this is also ruled out by implementing a technique known as Proof-of-Work.

How is a hash calculated?
How is a hash calculated?

In this example, there’s a blockchain with three blocks, A, B, and C. Block A does not have a value for the previous block because it is the starting block and takes the value 0000. Such starting blocks are known as genesis blocks. Block A’s data, its hash, and its previous block’s hash is taken to calculate a unique identity for Block A.


Proof-of-Work is a technique to tighten the security of the blockchain. It makes it difficult to recalculate the hash of the blockchain. An advantage of blockchain is that it is distributed, meaning there is no centralized control. In a decentralized, Peer-to-Peer network, every participant has a copy of the ledger that reflects the changes unanimously. 

The information is shared in the P2P network whenever a new block is created. Everyone gets it and checks the hash. If it tallies, the new block is included in the blockchain by everyone in the network. If the block has been tampered with, the hash value will not match, and such blocks are rejected. There is a consensus among the participants in the P2P network to reject such tampered blocks.

Blockchain Security

A lot of work goes into fixing a tampered block. Not just the block; you need to fix the entire blockchain. It starts by fixing each block, then redoing Proof-of-Work, and you also have control of  50% of the P2P network.

Future of Blockchain

Blockchain constantly evolves and can contain notary documents, medical records, and confidential content. Now, it can include smart contracts and simple programs stored in the blockchain that facilitate money exchange based on certain conditions.

Blockchain Content Marketing

Content impacts its readers and is a great marketing tool to bring potential customers to your business. Marketers have taken it seriously and produced high-quality, informative content. Conversely, few are fascinated by the content marketing that keeps producing low-quality content, link-stuffed, and unverified facts. This trend has paved the way for the content that does not educate consumers or provide solutions. It is a challenge for businesses and the government to present only credible information to the users.

This is where blockchain comes to the rescue. Let’s ponder how this technology can bring credibility to content marketing.

Foster Ownership

Content marketers faced the problem of their content being plagiarized. Technological advancements and the fast-paced internet share your content on all platforms. Blockchain technology ensures and fosters ownership of digital assets. Blockchain content marketing helps to eliminate and reduce your content from being stolen.

Since blockchain has a distributed ledger, you can use this technology to create your content and store it on a centralized platform. Your content will be updated in the network, and when someone tries to duplicate it, there will be problems creating a hash.

Blockchain content marketing enables content creators to be sure that their content is not duplicated, and it is easy to find the content owner making it difficult for others to claim your asset falsely.

Eliminates Frauds and Fakes

Blockchain content marketing ensures the integrity of the content that is shared. It does not support fake news, fake facts, or fake ads. There are plenty of websites that provide false figures and promises. This is the issue behind paid ads. Businesses and customers lose money when they believe or have no way of verifying the advertised content.

Most of the news or content we read on social media pertains to being fictitious or exaggerated. Some news agencies like the Newyork Times have resorted to blockchain technology to combat false reports. They store their news item’s contextual metadata on a blockchain and include meta-information about the photo or video content, like when and where it was taken. Also, other details regarding how content was edited and published.

The same type of methodology can be adopted by content marketers when they create, edit, and publish content. 


Blockchain content marketing allows content to be spread across several locations. There is no central point of control, and decentralization makes your content redundant. If a block in one location is tampered with, it will reflect in all the blocks, thereby preventing duplication or loss of data.

If one changes the data, all other nodes would cross-reference each other and easily identify the node with the incorrect information. This technique helps to establish an exact and transparent order of events so that no single node within the network can alter the data.

Blockchain-Based Advertising

Blockchain technology makes content marketing less expensive. When you wish to post advertisements, you reach out to intermediaries like Google Adsense to take care of your ads. You need to be careful where you put your ads because if you put them on low-authority sites, it will have an adverse effect on your reputation from an SEO point of view.

Businesses typically use Google Adsense to ensure that the banner space is provided for credible businesses only. Blockchains content marketing allows businesses to bypass the risk of unknowingly advertising on sites to which they or their customers object by avoiding their ads getting posted on websites that foster political or controversial subjects.

One way of implementing blockchain-based advertising is by using the Brave browser. This browser blocks traditional ads and ad trackers by default and allows users to view ads related to the information of their choice. The ads are bought and sold in cryptocurrency.


What is blockchain content marketing?

Blockchain marketing is creating a secure relationship between brands and customers. It allows them to make targeted advertisements without sharing much data with others. It is a direct and decentralized approach.

What is a blockchain marketing strategy?

A blockchain marketing strategy is not different from digital marketing. It covers various verticals, such as content marketing, social media marketing, and email marketing, and provides secure, authenticated content.

How can a blockchain be used in digital marketing?

Blockchain technology provides a decentralized database where digital assets can be stored securely, allowing transparent and tamper-proof transactions. It eliminates the need for a middle man, such as banks and advertising tools.

How is a blockchain used in advertising?

In advertising, blockchain technology makes the transaction visible. The payments for ads, campaigns, PPC, and CPC are through cryptocurrency, eliminating the bank’s involvement.

How do businesses use blockchains?

Blockchains in businesses harness the power of distributed ledger technology. This helps businesses to track the real-time movement of goods and services. The digital contracts, e-notary, and tax enforcements are automated to maximize sales and ROI.

Closing Thoughts

No sooner will we be implementing blockchain content marketing in our businesses. Blockchain technology has already found its usage in cryptocurrency and confidential transactions. This will give way to more credible and authenticated content distributed across the internet.

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