Is Your Brand Better Off Using Written Content or Video Marketing?
Lately, video marketing has often been mentioned in circles of digital marketers. Moreover, many will claim that written content, in the forms of blogs, is an old technique that doesn’t work anymore. Yes, there are new ways to conduct digital marketing like voice search, video marketing and social media, but does it mean that written content is foregone?
We hear so much these days how video is taking over the internet. People have shorter attention spans, and most of the users prefer to watch a video than to read written text. However, often users aren’t able to listen to video and for many types of content; they might still prefer to read.
Well-written content can provide a reader with the information they need more quickly, as strange as this might sound.
Since written content are easy to skim through, a reader can swiftly find the information they need. An article will be divided into paragraphs with clear headings, making it easy to find the parts that are relevant to the reader.
Cost is also a major factor in any company’s marketing strategy. The cost of video has come down in recent years, but high quality video content will always remain costly.
Aside from the cost factor, creating video content takes time, e.g. for 15 minutes of video content, you might need to shoot 4–5 hours. Video marketing doesn’t scale as well as written content.
Video has proven to be a very effective tool for marketing and advertising. Not only has it been used in TV ads since the appearance of television, but now has also conquered digital channels.
Depending on where you publish your video, the metrics that matter to you and the CTA you’re using, video marketing ROI can sometimes be a little difficult to track.
Nevertheless, video marketing is known to bring customers closer to their buying decision. Furthermore, videos are very powerful in raising brand awareness as well.
Which One is better?
Neither. An effective marketing campaign includes both written and video content. More importantly, each of these will be more impactful in different situations and for different audiences. Videos can sometimes fail to provide all of the necessary details that you’ll want to share. On the other hand, written content is often a roadblock for those who want to get a quick overview of information without committing too much time.
You will generate better results from any marketing effort by utilizing a combination of these two powerful tools instead of just one.