The metaverse is a name for the next evolution of the Internet, where virtual reality and a vast sea of digital spaces are all linked together into one consistent online 3D environment. Here is what the trend might mean for content strategy.
The first NFT digital house just sold for 288 Ethereum (~$500k), so itโs fair to say the dawn of the metaverse is upon us. This frightens my lizard brain. How does an old school writer/editor type survive in this brave new world? And what does content strategy look like in the metaverse?
Thankfully, not too different from the physical world. Here are 13 aspects of the metaverse that will greatly influence content strategy.
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The good news is that storytelling will remain important and in some ways the capacity for telling stories will be greater than ever before. This means clear relevant writing and organized information are super valuable. Conveying a message concisely will maintain high importance.
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Just as in the real world, there is a thriving virtual market for content as art. If youโre a designer, producer, meme creator, or even just a writer, selling an NFT of the original version/draft/notes/sketches may be an option for you. But youโll need people to care first. And it helps to build an audience.
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Authenticity is now even more important. This sounds like an oxymoron in a world where we are represented by an avatar. But players in the metaverse will respect others who act like humans. There is less emphasis on scripted, pre-planned brand interactions. You gotta be legit.
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As the metaverse grows, itโs incumbent upon us all to protect what we make of it. If we let brands run hog wild with product placement and invasive advertising we will create a shallow world. Content should focus on what people want rather than business goals.
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There will be a higher focus on descriptive, sensory copywriting. Content creators should write for the five senses. Put readers in the position of the character. Describe how things feel, touch, and taste. Some good tips here: https://www.masterclass.com/articles/how-to-use-the-five-senses-in-your-writing
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Oh you thought SEO was going away? In fact, it now becomes more crucial and more multidimensional. How will the information of the metaverse be organized and accessed? Voice, video, and audio search are glances into what that future might look like. SEO will evolve.
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Categorization and organization will be crucial as niches form within the metaverse. Expertise and credibility of authorship, too. The better able we are to organize content into topics and intuitive groupings, the more discoverable it will be.
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In the metaverse, we face a reimagining of a number of familiar concepts. One of them is money. Youโll need to break from dollar accounting. Value is virtual. An item, which is merely digital, is worth what someone is willing to pay for it. Nothing more and nothing less.
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As we carve out more space in our lives for virtual possessions and pastimes, we need to remember mental health. Storytellers and marketers must depart from the mentality of creating addiction. The future is in creating great experiences that donโt harm people. Maybe analog content will play a role as a respite.
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Great copywriting is still the big winner in a virtual world. Be bright, be brief, be gone. Human psychology wonโt disappear in an avatar scenario. Readers still respond to numbers, questions, emotional words, and tangible benefits to them. Clickbait FTW.
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Speaking of psychology, appeal to emotion is one way to maintain authenticity and keep us all sane. Treat people (and virtual entities) in ways we would do in the real world. Tug at the heartstrings, apologize, donโt be rude, say thanks, be human. If we don’t want the metaverse to succumb to our worst impulses, we’ll have to work hard to give it our best.
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Food, pets, alcohol, exercise. A lot of real world experiences are going to be a challenge to integrate into the metaverse. Content strategy in the metaverse means addressing the bridge between digital and physical space in creative ways.
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When it’s all said and done, the evolution of the metaverse is just a story of online community. The more social buy-in it gets, the more real it becomes. All great content marketing is at root about community building. Give people something to be a part of.
Originally tweeted by Joey Campbell (@jrok78) on March 18, 2021.
Photo by Alexander Andrews on Unsplash