Web3 is an emerging industry that’s defined by its malleability and ability to change. In most industries, news is a slow-moving force that’s defined by a few core stories each week. Web3 couldn’t be more different, with industry-shifting news stories coming and going in the space of a few hours. The speed with which news moves in Web3 has led this industry to become one that’s difficult to manage for PR teams, especially if they’re not familiar with the style and systems in place.
Yet, despite its rarity as an industry, Web3 is receiving staggering amounts of investment, with over $9.2 billion coming into this sector in 2022 alone. With huge whale investors ready to fund new ventures, keeping a crypto brand’s name in the news is vital. To thrive in this industry, businesses need to understand how to distribute news and keep their brand above the water.
In this article, we’ll dive into the core elements of distributing news in the Web3 industry, touching on how to create effective PR materials, when to launch them, and where to focus on publishing. After this article, you’ll be ready to dive head-first into the Web3 news cycle.
Why is News in the Web3 Industry Difficult to Manage?
The Web3 industry has three defining characteristics that set it apart from many others in a similar field. The first of these is its relative youth. Even in communities that have embraced cryptocurrency and other aspects of blockchain, Web3 is still fairly fresh in people’s minds. Due to this, it takes more time for the average spectator to connect with a new brand, despite regular posting on news channels.
The second major factor is the relative lack of Web3 education that most of the general public has. If they have heard of Web3, it will likely have been through mainstream efforts to create a Web3 ecosystem – especially through Meta’s questionable strategies. As the average news reader isn’t likely to understand Web3 or its appeal, it can be harder to gain traction around blockchain-related news.
Finally, the history of start-up failures or scams within blockchain-related industries also casts a dark shadow over Web3. Due to these factors working in tandem, it’s extremely difficult to break through the first layer of barriers and get news published in reputable channels. However, this industry factor has led to several alternative news sites opening their doors for tech and Web3 news.
Tips for Writing Effective Press Releases
To write effective press releases for the Web3 industry, businesses need to move away from traditional methods of writing. The Web3 audience is typically aged between 18-45, male, and live in North America. Equally, due to the speed with which this industry moves, people typically need more time to read through extensive press releases.
With that in mind, here are a few quick tips for writing effective Web3 press releases:
- Concise is Key – Keep your press releases as short as possible to maximize engagement.
- Promote Scanning – Move away from long paragraphs and block text. Always write to promote scanning, including lists, short sentences, and clearly defined paragraph sections.
- Core Details First – In the first line or two of your press release, you should make it clear what you are announcing and what the impact will be. This allows people to read the first paragraph of the story and continue.
Write for the Web3 readers above all else – keeping superfluous sentences and information to a minimum. From there, you’ll be more likely to capture the attention of your audience.
Where To Distribute Web3 News
As the Web3 industry is a much younger field than many others, there is a wide range of publications that you can aim to post in. Instead of a more centralized industry where there are always a few leading publications, people in the world of Web3 tend to get this news from various sites and sources.
This flexibility is a huge advantage in Web3, allowing you to take a broader approach to posting. Depending on your approach and budget, you could focus on some higher-profile publications or several smaller or mid-sized ones. We recommend that you take a balanced approach, finding a sweet spot between these two approaches.
While working with larger publications will typically generate more clicks and views, there isn’t always a direct correlation. That’s not to mention that some larger sites will want brands to pay for a feature, which can cause budgetary concerns. One easy workaround is to work with a crypto press release service such as Chainwire that will produce and then distribute your press release to a broad range of sites.
By taking this approach, you’ll strike the correct balance between larger and smaller press outlets, as well as reach a larger number of eyes as you’re more diversified. This strategy can also significantly reduce the time it takes to get a PR strategy in place, as your partner will be able to guide you through the process.
Although Web3 is one of the hardest industries to keep afloat within the news cycle, it can be incredibly rewarding. By establishing your blockchain business as one that is continually making news for new developments, updates, or road-map progressions, you’ll be able to demonstrate your validity to the wider cryptocurrency market.
Over time, by continually submitting to crypto publications and news sites, you’ll be able to set your business apart from other entries into the industry. By focusing on dominating the Web3 news sector, you’ll become a staple part of the cultural consciousness of this bustling sector. As people learn your brand’s name and are continually reminded of its progress, you’ll be almost impossible to ignore.