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Content Strategy
Content Strategy
The Pay2Play team is developing a Crypto-Enabled Entertainment Suite. Meant to introduce blockchain technology into the gaming experience, their Suite allows users to wager each other, and organize international tournaments in a safe environment.
They were looking for help expanding their reach and finding ways to overcome doubts about blockchain technology to unfamiliar gamers. We started working together in May 2018.
Goals
Goals
- Expand brand's reach
- Educate gamers about blockchain technology
Research showed that the best channels to reach audiences interested in both blockchain technology and gaming were Twitter and Facebook. We decided to include Medium articles as part of the content calendar, articles offer higher value, longer lifetime, and backlinking. The campaign needed something stronger than social posts to educate gamers about blockchain technology.
We needed to reach and grab the attention of gamers, so we decided to develop the social media strategies around short animations. Audience targeting can be very subjective. In this case, it was quite objective that the best way to reach people who enjoy video games was with animated content.
We developed animations that represented their brand and their different features. As expected this enhanced the engagement and reach of the brand.
In the interest of educating gamers about Pay2Play Crypto-Enabled features, we developed and supported the development of informative articles posted every other week on their Medium profile.
One of the biggest challenges of a new brand is earning the trust from the different communities. To facilitate this we contacted The Loot Gaming for a guest post and supported the social media campaign with our internal channels.
At this point, we were ready to begin with Influencer marketing strategies.
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