Video Content vs. Text

Published | Sep 29, 2023

There Can Be Only 1 Winner! 💥🥊


In the battle of content formats, who reigns supreme—video or text? The answer might surprise you: It’s not an either-or situation. Here’s why both deserve a spot in your content strategy:

Welcome to this week’s edition of our newsletter, where we’re tackling a topic that has content creators, and business owners asking the hard question: Video Content vs Text Content.

In today’s ever-evolving digital content landscape, the way we consume information is constantly changing. While some swear by the immersive experience of video, others argue that text is still the most reliable form of conveying detailed information. So, which should you invest in for your brand?

The answer might surprise you. In this newsletter, we’re not just scratching the surface; we’re diving deep into the unique advantages and applications of both video and text content. Get ready for an eye-opening exploration!


1: The Case For Video Content 🎥

Video content has seen an unprecedented surge in popularity over the last few years. According to a report by Cisco, video will account for 82% of all internet traffic by the end of 2023. But why is video content gaining so much traction? Here are some key reasons:

Engagement

Videos are inherently more engaging than text. They combine visual and auditory elements, making it easier for viewers to absorb and retain information. The use of motion and sound can evoke emotional responses, making the content more memorable. Plus you can engage with your viewers through comments as well as tap into your analytics to make measured decisions based on the engagement your video receives.

Accessibility

In today’s fast-paced world, not everyone has the time to read long articles. Videos offer a quicker, more digestible way to consume information. They’re also more accessible for people with visual or reading impairments, as many platforms now offer captioning and descriptive audio features. Every single device that is rolling off the assembly lines these days is catered to capitalizing on the video-watching experience.

Versatility

From product demos and tutorials to vlogs and testimonials, the possibilities with video content are endless. Whether you’re a B2B or B2C business, there’s a video format that can effectively convey your message. Not to mention all of the tools, software, and platforms that are being released that cater specifically to video content creators. If you aren’t creating video content for your business you might be missing the biggest lever you can pull for audience growth.

SEO-Friendly

Search engines love video content. A well-optimized video can significantly boost your website’s SEO, making it easier for potential customers to find you. According to a Study by Forrester a webpage with video is 53 times more likely to appear on the first page of Google search results. Let that one sink in just for a second or two.

Shareability

Videos are incredibly shareable, making them a powerful tool for viral marketing. When a video resonates with viewers, they are more likely to share it on social media, thereby increasing its reach exponentially. This not only boosts brand awareness but also enhances customer engagement. According to an Article by Forbes, video content is shared 1,200% more than both links and text combined.


2: The Case For Text-Based Content 📝

While video content is a powerful medium for storytelling and engagement, text content still holds its own unique advantages. It’s essential to understand when to use each type of content to maximize your marketing efforts.

SEO Benefits

Text-based content is more easily indexed by search engines, making it crucial for SEO strategies. Well-written articles and blog posts can help you rank higher in search results, driving organic traffic to your website.

In-Depth Information

Text allows for more in-depth explanations and can be more suitable for complex topics that require detailed analysis. Readers can also skim through text to find the information they need, making it a more flexible medium. Text-based blogs and articles are also powerful because many readers are bookmarking, saving, and coming back to text-based content later on to absorb it on their own time and terms.

Accessibility

Not everyone can watch videos due to various reasons like limited data plans, noisy environments, or personal preferences. Text content is universally accessible and can be consumed at the reader’s own pace. Webpage readers that are used with people that have disabilities also have an easier time with text than with graphics and video.

Cost-Effectiveness

Producing high-quality video content can be overwhelming and time-consuming. On the other hand, text content can be produced relatively quickly and at a lower cost, making it a viable option for smaller businesses or for more frequent updates. You can also take a newsletter like this and use it to break into tiny pieces that go out on your social media channels. (Hint: That is what I do 😉)

Evergreen Content

Text content often serves as evergreen material that remains relevant over time. Unlike video, which may require updates to stay current, a well-crafted article or guide can continue to attract new audiences for years, offering long-term ROI. One-and-done is a powerful way to attract visitors to your post or website for years to come.


Action Steps 📝 🎥

  1. Identify Your Audience’s Preference: Utilize analytics tools to gauge what type of content resonates most with your audience. You can also build a free google form and ask people to fill it out or run a poll-type question on LinkedIn to gauge the interest of your audience. I also post sometimes with both text and graphics/video on the same exact post so the audience members can choose what they like right on the fly.
  2. Blend Both Formats: Don’t pigeonhole yourself into one format. Use text for in-depth, SEO-rich articles and videos for high engagement and emotional storytelling. This is what I do!
  3. Repurpose Content: Convert your blog posts into video scripts or turn video transcripts into written blogs or newsletters. This maximizes your content’s reach and lifespan as well as cuts down on the time you have to spend creating great content from scratch.

Further Reading 📚


Work With a Pro So Your Video Content
Looks as Good as The Rest of Your Business!

EXPLORE 3-HOUR STUDIO 🔎

🫵 Stop looking terrible on your sales calls and video content. 🫵


[STORYTELLING PROMPT]
Each week I will be sharing some video idea prompts to make sure you are never starting from a blank page. These prompts leverage the power of storytelling in video, which is something I believe and teach.

This week’s prompt is: “The Onion Effect” 🧅

“The Average Jane” falls under the Content Category of “Processes”

  • Overview
    • In this messaging framework, we start by helping someone dive deeper into the root cause of their problem, we can unveil the hidden issues that may be contributing to it. It’s not uncommon for people to think that the problem is just the tip of the iceberg, when in reality it may be stemming from a deeper issue. Once we identify and dissolve the root cause, we can prevent the problem from recurring and affecting our business operations. By using this approach, we can tackle our problems head-on and pave the way for growth and success.
  • Example
    • “As an entrepreneur, I’ve struggled with procrastination for years. I knew that to succeed, I needed to be productive and efficient, so I started studying productivity and reading dozens of self-help books. I even watched time management videos, changed my habits, and used sheer determination to change my circumstances. However, despite all my efforts, procrastination persisted…In a moment of desperation, I asked myself “WHY?” and a voice inside me said, “Just let go.” Suddenly, my frustration turned into relief as I realized that the very thing holding me back was my belief that struggle was the only solution. It was like a weight lifted off my shoulders. As entrepreneurs, we often believe that willpower and effort are the only paths to success, but sometimes, the key to progress is letting go and trusting the process.”
  • Framework
    • Start by stating the problem or telling a story of the struggle
    • Imply or state the false belief you or someone else had (how you thought something would solve the problem but it didn’t)
    • Explain the moment of realization when your belief was changed
    • Explain how the new way of thinking/doing solved the problem and/or made you feel better
    • No Call to Action

[ROSE – BUD – THORN]

Rose 🌹- Not only are video content and written content both powerful mediums… You can harness the pwoer of both AND combine them to have even more impact on your audience.

Bud 🌷- If you are only doing one or the other you can always add the one you aren’t leveraging yet!

Thorn 🥀 – It takes time to see what works for you and your business. You have to be patient, experiment, listen closely to your audience, and fail a few times before you can really dial it in.


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