Is video content marketing overhyped or are its merits real? While video marketing is a huge trend right now, blogging remains an evergreen content marketing format. As a marketer do you often get confused about where to invest the maximum time and resources?
You’re not alone, with a plethora of content marketing formats and channels, focus does not come easy.
Let’s look at the pros and cons of the two content types to understand how you can find your content marketing sweet spot and optimize business outcomes.
Let’s take a look at some of the pros and cons of video content marketing:
Pros of Video Marketing
Social Algorithms Prefer Videos
Ever wondered why your social feed is full of video content? Social media algorithms prefer to show videos over text, image, and link updates.
Social video has been growing at a consistent pace over the last few years.
100 million hours of video is watched every day on Facebook. (Source)
With so much content being published every minute, social media platforms prefer showing the best and the most relevant stuff to their users – video content is a natural first choice.
Videos are a consumers’ favorite content type to see from a brand on social media. (Source)
Most businesses and individuals are publishing video content to get more publicity.
87% of marketing professionals use video as a marketing tool. (Source)
Video content is a format that no business can afford to miss – videos fetch visibility, engagement, and conversions.
Works Well for the Audience and Search Engines
Video content is more immersive and engaging as opposed to blog posts or images:
- Increases the average time on site
- Reduces bounces-rate
- Ensures higher search rankings
Video is 50 times more likely to get the organic page ranking in Google than plain text results. (Source)
A large number of people today are glued to their mobile screens to watch video content.
Internet video traffic is expected to grow four times and constitute 81% of all consumer traffic by 2021. (Source)
The growing demand for video content is a big reason why search engines like Google push it on top of the search results.
Search engines remain the hub of online activity, and video is one definite weapon in your SEO arsenal.
Plays Out Quickly
Video is a format that helps deliver a topic in a few minutes, it conveys more in less time. The audience today, has a shorter attention span, they wish to learn fast and remember for long – video content fulfills both the criteria.
Rand Fishkin’s Whiteboard Friday is a great example of educational video content done right. Take a look at this recent video from the popular series.
Whiteboard Friday videos give marketing pros a quick understanding of the latest in SEO.
The 5-Minute Crafts community is another terrific example of pure video content success. From summer hacks to life hacks to grandma’s hacks, this media company educates its audience with short DIY videos. The YouTube channel has got a whopping 56 million+ subscribers. Take a look at this life hacks video example from the YouTube channel:
Businesses can create short-snackable video content to educate and entertain their audience, and get astounding results!
More Likely to Go Viral
Viral content marketing is a hard nut to crack, but video content makes it look pretty easy-peasy.
This video from Dollar Shave Club has got over 26 million views ever since its launch in 2012.
The viral video from the razor company has been much talked about amidst and outside of its target audience. A single video helped the startup skyrocket to success. In July 2016, Unilever spotted the booming enterprise and acquired it for $1 billion cash.
Do you think a single blog post can achieve those kinds of results for a brand? The effort that goes into making a great video, does at the end of the day, have proportionate payoffs (sometimes even more).
Well, video content isn’t the end all be all of the content marketing, the format has its share of downsides:
Cons of Video Marketing
Video production is a time-consuming process, it’s almost impossible to create good video content in less time.
Producing a video can be a long-drawn process of:
- Conceptualizing a creative idea
- Writing a kickass script
- Deciding the location
- Arranging the props
- Managing light, sound, and shoot
- Ensuring diligent editing
Every aspect of making a video requires time, effort, and specialists.
Video content requires many specialist resources and each has a cost. You can’t, for instance, create a good quality video without a studio and professional equipment like a camera, a tripod, and lights, etc. It’s all the more expensive to outsource video production to a specialist agency.
The Format Isn’t Enough
While video content can be far more engaging than blog content, it isn’t the format that makes all the difference. Marketers must understand that business outcomes follow good, path-breaking content. It takes a lot of planning to create clutter-breaking and worthy video content. Average-quality video content is bound to fizzle out without creating any impact.
Marketers should not rely on the format alone, it’s what goes inside the videos is what matters.
While good video content is definitely the strongest contender amidst the plethora of content marketing types, blog content maintains its rightful, robust position.
Here are some distinct advantages of blog content marketing:
Pros of Blog Content
Blogging is a Popular Content Format
The advent of the internet and search engines paved the way for online searchers to look for answers to their queries.
Blogging gave businesses the opportunity to solve audience problems and get in front of them. Blogging is the first content marketing format!
Blog content has a loyal audience of its own. Business blogging is a great way to share topical tips, tricks, and news with a targeted audience.
Targeted at marketing and sales professionals, the blog is a powerhouse of in-depth information on many useful and contemporary topics. Many businesses around the world get site traffic and rankings with a business blog.
Is Easy to Create
It’s easy to start and manage a business blog on a platform like WordPress. Blog content creators need to learn about the niche and create unique content.
Blogging is a simple process of writing to educate and entertain the audience. You need to of course have other skills like image creation, SEO, and the knowledge of Content Management Systems, but overall, it’s quite uncomplicated to start and run a company blog.
Does Not Require a Big Budget
The content format is cost-effective:
- You don’t have to hire many specialists to run a blog except professional writers and SEO specialists.
- The cost of customer acquisition from blogging is lower as compared to other content formats.
There are businesses who continue to do well with the help of focused blog content marketing. Blogging is almost invincible but not without a few small drawbacks:
Cons of Business Blogging
It’s Hard to Stand Out with Blog Content
With millions of blog posts floating around on the internet, it’s tough to create a distinct content property that stands out.
Very few blog content creators can understand how to take their blog posts from unreadable to unmissable.
It takes a lot of effort to create written content in a distinct style – something that attracts a loyal audience.
Over to You
While it’s true that video content is right on top, you can’t take away the worthiness of the good old company blog.
Both formats work well but for the sake of better outcomes, it’s a good idea to focus on one. Mastering one content format helps businesses to create memorable and impactful content. Choose the type that works best for your business in terms of team capability, budgets, and results. Once you decide a format, go full-throttle.
About The Author: Abhishek Talreja is a passionate wordsmith and an experienced content marketing expert. He is the founder of Prolific Content Marketing. He works with International businesses as a marketing consultant, blogger, and publicist. His articles have appeared in some of the top marketing publications. Connect with him on Twitter, Linkedin, and Facebook!!