Building Your Business with Video Content vs. Text Content: Weighing the Pros and Cons
We could argue that, in today’s online environment, effective content creation is a key component of marketing and sales growth. Whether we’re talking about interesting videos or informative text, finding the right medium to connect with your audience is important.
In this post, we talk about the pros and cons of utilizing video content and text content. We’ll talk about the benefits that come with being visual, telling stories, and more. We’ll also talk about things like accessibility and SEO benefits.
Remember, there’s no one-size-fits-all solution. As a consultant, it’s been my job to match the right solutions with the right clients for the past 25 years. I think it’s important for every business owner to understand the strengths and limitations of video and text content. I believe anyone can map out a winning content strategy that aligns with your goals and resonates with your target audience. To say that this is a timely topic every business owner should understand would be an understatement.
The Power of Video Content
When it comes to capturing attention and leaving a lasting impact, video content takes center stage. It’s no secret that videos have become a powerful tool in the digital marketing world. A good video ticks a lot of boxes!
One undeniable advantage of video content is its ability to enhance engagement. With dynamic visuals, captivating storytelling, videos have the potential to hold people’s attention as few other things can. They create an emotional connection and allow you to showcase your brand’s personality in a way that resonates deeply with your audience.
The power of video doesn’t stop there. Think about it: how many times have you stumbled upon a memorable video that stayed with you long after watching it? That’s the power of video content. From crafting engaging stories to showing someone how to fix a technical problem (and everything in between), you can leave a lasting impression on your audience with video.
Social media platforms continue to become increasingly popular places where videos can really shine. The shareability factor of videos is off the charts when you really think about it. This inherent virality can be used to extend your brand’s reach and visibility, far beyond your immediate audience.
Of course, it’s important to consider the practical aspects of video content creation. Creating professional-quality videos requires additional resources, from equipment and software to the production effort it takes to bring your vision to life. It’s easy to forget about the time and effort involved in scripting, shooting, editing, and post-production processes. Yes, advances in technology are making all of this easier and faster than before, but it still requires time and effort.
The Strengths of Text Content
In a world filled with captivating videos, the written word still holds its ground as a formidable force in content creation. Text content, in all its simplicity, offers unique strengths that continue to make it a valuable tool for businesses seeking to connect with their audience.
One of the key advantages of text content is its accessibility and convenience. Whether it’s an informative blog post, an engaging article, or a concise social media update, text is easily accessible. Others can read at their own pace and convenience. They can consume it on their preferred device, bookmark it for later, and even share it with others effortlessly.
From an SEO standpoint, text content is a close friend. Search engines love the written word and have a knack for discovering and indexing text-based content quickly. By incorporating relevant keywords, optimizing your headings and meta tags, and crafting compelling written content, you can improve your website’s visibility in search results and attract organic traffic.
Text content also brings a sense of cost-effectiveness to the table. Compared to video production, creating text-based content requires fewer resources, making it a budget-friendly option. With a well-written blog post or an engaging article, you can deliver valuable information and establish thought leadership without breaking the bank.
However, like any medium, text content also has its limitations. It can struggle to evoke the same level of emotional connection and engagement that videos offer. Lengthy text pieces can sometimes overwhelm readers, leading to reduced attention spans and lower retention rates. To combat this, it’s crucial to strike a balance between informative content and engaging writing styles that keep people reading.
The point is, don’t underestimate the power of the written word. Text content continues to be a reliable and effective means of communication. With it, you can provide valuable information, establish your expertise, and connect with your audience on a deeper level.
Next, let’s talk about the trade-offs between video and text content. Once you have a 365-degree view of the topic, you’ll be able to make the kind of decisions that will help your business grow.
Weighing the Pros and Cons
Now that we’ve examined the effectiveness of both video content and text content, it’s time to step back and weigh the pros and cons. As with any business decision, understanding the trade-offs is crucial in determining the best approach for your content strategy.
When it comes to video content, its ability to increase engagement and leave a lasting impression is undeniable. The visual appeal, storytelling potential, and social reach can have a significant impact on your visibility. However, it’s important to consider the higher production costs and time-intensive nature of creating videos.
On the other hand, text content offers accessibility, convenience, and strong SEO benefits. It allows readers to consume information at their own pace. It improves search engine visibility. And, it’s cost-effective to produce.
That said, it may not always evoke the same level of emotional connection and engagement as videos. Plus, there is a risk of overwhelming readers with too much information.
Maybe that’s the nice way of saying, long form content doesn’t mix well with short attention spans.
How do you make the right decision for your business?
To be honest, in the early days of my own business, video was just too difficult and time-consuming for me.
Today, it more or less comes down to understanding your audience and aligning your content strategy with your marketing goals. Are you targeting a demographic that prefers video content and values visual storytelling?
Or, do you cater to an audience that prefers in-depth written information? By answering these questions, you can strike a balance and leverage the strengths of both mediums.
Can You Find a Way to Use Both?
I can say without a doubt – both forms of content can find a place in the same marketing plan and strategy. In some cases, it may take both to enjoy a place on page one of the SERP’s. From a practical standpoint, we already know that showing someone how to do something is usually more effective than just telling them how to do it. Especially with technical topics or “how-to” type topics.
On the other hand, blog articles work great when it comes to establishing your expertise and driving organic traffic to your website.
I’ve personally recorded created hundreds of videos over the years for things like courses and client communications. That said, I’ve yet to utilize video for personal brand building and SEO.
Remember, when it comes to SEO, you must be consistent. Whether we’re talking about blogging or video creation, you can’t be active for 4-5 months and then disappear for 4-5 and expect to move the needle in your direction. It just doesn’t work that way anymore.
The one silver lining I see with videos today is that most of them are shorter. That’s a plus when it comes to consistency and editing.
Is it possible that online business can feel easier than ever and more difficult than ever – all at the same time? I think so. That’s because most things really have gotten easier with the exception of sales and marketing. Those two things require more focus and effort due to the amount of competition that exists in every worthwhile niche.
At the risk of discouraging people, I’ll add this – you almost have to be “prolific” with some form of marketing. That’s been my experience with client projects as well as my own. If it feels like you’re outworking your competitors, you’re probably doing something right.
I know that’s not what people want to hear, but I’m telling you this because I’ve spent a lifetime in this field.
You cannot allow yourself to be easily discouraged. You may be easily discouraged when it comes to losing weight or learning a new language. But you can never let it be said that you’re easily discouraged when it comes to building a business.
You must be determined, tenacious, and not willing to allow circumstances to beat you down for very long.
That is what it takes in the world today. None of it is easy, but after 25+ years in business, I can say that all of it is worth it. Any kind of success comes with a price. You just have to decide what you’re willing to pay or what’s right for you.
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Jim Galiano is an Internet consultant, web developer, author and podcaster who started doing business online in 1998. His consulting, marketing and publicity services have been used worldwide since 2002.