Wondering if you should deliver your marketing content via a written blog article or a video? Both offer benefits and challenges.

A good content strategy, if properly developed, promotes visitor engagement, and provides a better return on investment.

Your blog articles are of great importance for the referencing of your website on search engines. Regularly updated web content with over 1,000 characters and rich in relevant keywords brings real added value to your audience and will have a better chance of appearing on the first pages of a search engine. Therefore, written text has a real role to play in your content strategy.

However, video is becoming more and more trendy in the world of digital marketing. And for a good reason, video attracts more attention than text through its combination of moving images and sounds. In fact, 78% of Internet users watch videos every week and 55% watch them daily, mostly on social media platforms.

At the same time, the attention span of Internet users is increasingly limited and messages are more and more difficult to convey. Video is an attractive medium because a long message can be conveyed more quickly than with an article. On average, a user would spend 88% more time on a website with videos.

Moreover, Facebook, Instagram, Twitter and other social media platforms give video content a special priority over text and images.

Although producing a video requires more work, time, and money than an article, we strongly recommend that you integrate video content to some degree in your overall marketing content strategy.

But before you get started, let’s answer the original question: text or video?

Your objectives and target audience

It all depends on your objectives, your target audience, and your team. Is your goal to generate traffic on your website and generate leads? Does your social media strategy aim at increasing engagement and visibility? Know that a video published on social networks generates 1200% more shares than text and images combined in 2018.

What is the expertise of your team?

If writing is not your strength, but your colleagues are comfortable with cameras, go for video! All you have to do is summarize its content in a few lines for your website’s SEO and use subtitles. On the other hand, if the world of audio-visual is unknown to you, it is better not to risk making poor quality content and lose value on search engines.

Videos, yes, but quality videos!

In this case, what are my options? Take a video making and editing class? Hire a professional? Save on the marketing budget and shoot everything with my iPhone?

For longer and more complex corporate videos, we recommend that you hire professionals who will create high-quality video content that can be shared on your website and used for online marketing campaigns.

For quick and short videos shared on social media platforms, most smartphones these days have high-performance integrated cameras that give very satisfying results. It is also handy for live videos on Facebook or Instagram, stories, or last-minute publications!

If you decide to shoot your video outside, we suggest investing in a portable microphone to avoid hearing noise pollution that could spoil the experience of your listeners.

6 key elements to produce good quality videos

 

  1. Know your audience: Whether you’re a B2C marketer or B2B marketer, the key is to know your audience. Who will watch your videos? What do your website visitors want to know? Once you have determined your target audience, you will know how to address them, when, and how often. It’s important to determine and understand your target audience to draw the best strategy and focus your marketing efforts.

 

  1. Be consistent: keep a common thread in your publications. Create a series around a specific theme that reinforces your message. For example, if educating your audience is important for your business, you could develop a series of Did you know or a series around fun facts. If your business involves lifestyle, you could develop a series around that.

 

  1. Be concise: avoid extra details or excess information, as you risk losing listeners. Your script needs a solid structure and a strategy. Opt for good preparation and rehearsals before shooting!

 

  1. Keep it simple: an audience that is unfamiliar with your subject matter will not like overly technical vocabulary or complex reasoning. Adapt your terms, phrasing, and tone. The important thing is that all messages are delivered clearly.

     

5. Give examples and diagrams: According to Simply Measured, 74% of consumers understand a product or service better when it is explained through visual content. The challenge here is to do it well. There are so many ways to make a subject more enjoyable and understandable, be creative! For example, a video featuring a novice character who accompanies the experts in their explanations and asks them questions is a proven technique. Offering your audience familiar references and comparisons also helps to make an idea more concrete.

6. Stay human: talking about our own experiences as an individual, entrepreneur, or a team about successes and failures makes the interlocutor more human and accessible. Storytelling, which consists of turning video content into a story, humanizes the company a little more and puts a face on it. Internet users generally love this kind of content because it allows them to see the company from a new angle. Bloopers are also a type of “bonus” video that has had some success, where you get a glimpse behind the scenes of a video shoot, in which team members goof around and make mistakes in their lines before finally getting the right take. Seize this kind of opportunity to be original and create engaging content!

Interesting blog content often equals a variety of content formats. Use text as well as images and videos to keep your visitors interested. Share your content on social media or by email if you have a newsletter, for example. Integrating a video in an email marketing campaign can increase click rates by 200 to 300%!

Check out our article on how to optimize SEO for blog articles here.

Have any questions? Book your free consultation here.

Nathan