Video and written content are two very different animals. They both fall within the “content marketing“ umbrella, but the process, time, resources and the expected results are very different. But a content marketing campaign which combines the two can be highly effective and can continue delivering traffic and leads over time.
Some people like videos. Some people like to read articles. Some people like both. One of the major drawbacks to video content is the difficulty and expense of diving deep into a topic, something a written article or ebook can do without taking up nearly as much production time.
Blog posts that clock in around 500 words can occupy an audience for 2-3 minutes while maybe taking 1–2 hours to write, while a 5–10 minute video, depending on the level of quality and the complexity of the video, might taken ten’s of hours to produce, possibly even more.
Creating multiple forms of visual content gives your visitors the option to consume the content in the format they prefer — videos, images, infographics or interactive presentations. Having multiple forms of visual content also gives you the ability to share it on more platforms with different audiences and a larger total reach. You can upload your videos to Vimeo or Youtube, submit infographics to Visual.ly, post slide decks to Slideshare, or upload images to Snapchat, Instagram, and Pinterest
Creating video content isn’t easy and it’s not cheap. But the idea that your content has to be extremely professional is false. The quality of the information is what matters most, not the quality of the production. I’m stating this from a technical standpoint, by all means, put as much work in as possible to make your videos exceptional. But lacking an unlimited budget to spend on studio-quality video production shouldn’t stop you from reaping the benefits of video marketing.
Whether you’re creating video content or writing content articles, you need a solid distribution method.
Regardless of the type of content you’re creating, you’ll need a way to reach your audience through off-page content distribution. After all, what good is fantastic content unless people are finding it.
In addition to content distribution channels like email and social media – consider using paid promotions to boost high-value content items. If you’ve made the investment to make a certain piece of content exceptional, take the extra step and consider paid promotions via Google Adwords, Facebook Ads and StumbleUpon. Paid content advertising networks like Outbrain and Taboola can also be highly effective.
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