?? Web3 Content Engines

After some much-needed R&R post-ETH Denver, and while our W3G Podcast team gears up to drop more episodes, Myosin's Content Guild had the chance to work with member, writer, and web3 thinker McKenna on an exciting new addition to our long form pieces: 'The Content Community Commerce Flywheel' is now live on the Myosin website. Enjoy this weekend read and everything else your weekend entails.

gm, ga, & gn,

Rowan Spencer, Editor

Web3 Content Engines - A Step Change In Modern Marketing

In the immortal words of Ted Turner, “content is king.”

Ol’ Ted first spun this turn of phrase in the mid 80’s (!), yet somehow it’s more relevant?today.

Brands live and die by the content that they - and more importantly,?their customers?- create around their products.

The bare bones, overview of Web2’s content engine looks like this:

• A brand creates a product
• They build content around that product
• A certain percentage of viewers buy based on said content
• If a customer likes the product enough, they’ll create content around it (most commonly through social posts and online word of mouth)
• Which then brings in more customers, and so on, and so on.

So how do brands further incentivize their paying customers to create content around their brand or products?

The most common strategy is affiliate programs and brand deals (Affiliate programs for customers with low social reach, paid brand deals for ‘influencers’).

If you’ve ever run either of the above programs or campaigns, you’ll know it’s an ab-so-lute grind (littered with endless invoicing and time sucking back-and-forth over email).

But businesses stick with it because it’s a flywheel - the process continues to return more money than is put into it, while growing the brand over time.

The good news is: Web3 technology can add some much needed oil to this?very?squeaky wheel.

The Web3 content engine looks something like this:

• A brand creates a digital product (sold as an NFT).
• The brand attaches value to that NFT (e.g. access to exclusive products, communities, private events, social clubs, content, networking - whatever!).
• The brand then sells, or gifts the NFT to its most engaged fans.
• The deal being: the more valuable the brand is, the more valuable the NFT becomes.
• Which incentivizes holders to create content around the brand and its products, which helps to boost each NFTs desirability, exclusivity, and value.
• If customers sell their NFT(s), they take the lion’s share of profits.
• While the brand takes a royalty cut and makes recurring revenue through trading volume.

To reuse a point we made in our first edition: the NFT isn’t the product - it’s the packaging. The product is whatever the NFT unlocks for the holder.

The end result? A better system where the separate parts reinforce the others and create greater network effects.

No cold outreach, no DMs, no negotiation, no following up on invoices.

Just an open, unified system that automatically brokers value exchange(s) between brands and consumers.

Similar to what we’re used to, but different.

And that’s really the crux of Web3 - it’s not a?new?system, but an?optimized?version of what we already have.

…ready to dive deeper?

Click below to read Myosin's latest long form piece — McKenna's manifesto on the Content Community Commerce Flywheel.

Chevy Cassar?| Myosin.xyz +?Web3 Daily

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