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Novel is the platform bringing web3 to DTC by enabling Shopify merchants to generate, mint, and drop NFTs and token-gated products without a single line of code.
We sat down with Anna Merzi, Novel’s Co-Founder and COO, to jam on her Verbatim content experience. Our conversation covers topics like:
- How content helps Novel bridge the gap between Web 2.0 and web3
- The value of high-quality pillar content in emerging B2B tech
- Leveraging content to build credibility from day zero
“There are three big segments where we win by leveraging content: credibility, guiding use cases for customers, and painting a picture of who we are at Novel.”
The Value of Editorial-Led Education for Emerging Sectors
As a part-eCom, part-web3 tool, Novel is building up a brand new ecosystem that the average consumer knows little-to-nothing about.
The team realized early on that, while there was a ton of demand for NFTs and what Novel was building, no one quite knew what it actually was or what to do with it.
As such, content has become a de facto guide for Novel users to understand the larger ecosystem and learn how and where they, as brands, fit in.
Anna highlights some use cases for their resource guides. For instance:
- Follow-ups — Every time a Novel team member ends a customer call, they’ll include links to Novel content that’s relevant to the reason for the call.
- User support — Novel articles can explain customer support questions in greater depth.
Overall, strategic content (which can double as user resources) means the Novel customer experience doesn’t stop after the point of transaction or initial onboarding.
The company can go further to actively educate and guide new users — without the lift of extra support team efforts — throughout their early days in web3.
How Content Helps Turbocharge Your Sales Funnel
Novel content has grown into a massive part of their educational platform for bringing brands from Web 2.0 to the intermediary “Web 2.5” space, which then leads to web3 down the road.
For instance, by publishing case studies about existing clients’ experiences with Novel, they can:
- Help potential clients imagine their own uses cases for web3 and NFTs
- Highlight the diverse and impressive roster of names who trust Novel
- Illustrate how the product would work, step by step, for a new user
At its most basic level, Novel content helps readers understand what Novel is: from their fundamental NFT capabilities to the more colorful partnerships they’ve taken on.
Other forms of content published by Novel (and powered by Verbatim) include:
- Snippets on upcoming product releases
- Behind-the-scenes insights, like explaining why Polygon is their blockchain of choice
- Cross-platform collaboration highlights, like Novel’s partnership with ShoppingGives that enables brands to direct revenue from NFT drops to charity
Establishing Credibility with web3 Novices
When you’re in a new ecosystem with confusing buzzwords and technical vocabulary, building credibility is a crucial first step to attracting and educating potential customers.
Case studies don’t just amp up clients by showing them off on your site.
They also build credibility with new clients when they see a familiar face or logo — like OffLimits Cereal, Taika, or Frilliance — endorsing Novel and the space as a whole.
It sends a simple but necessary message: web3 is nothing to be scared of.
“Social proof works. Building credibility is a huge use case for content.”
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