By Adam Fout
geralt / Pixabay
Video content marketing, a subset of the wide content marketing umbrella, is often passed over by businesses in favor of written content.
The reason for this is simple, I think — video just requires a lot more work.
A good writer can bust out an awesome blog post in a matter of hours, or even minutes, depending on their expertise and proficiency.
Slapping in a few free images and dropping it into the website doesn’t take a rocket scientist, and, more importantly, it doesn’t take a large investment.
Video is very different.
Video requires an effort several orders of magnitude above the effort required to create many different pieces of written content to end up with something about the same “length.”
Blog posts that clock in around 500 words can occupy an audience for 5-10 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 dozens of hours to produce, possibly even more.
Another drawback to video is the sheer number of people who may need to be involved. You might get away with doing it all yourself, but you might need an actor or ten, you might need someone handy with a camera (or a whole crew), you might need an editor, a writer, a producer, a director… it gets complicated fast.
A blog post isn’t going to require much more than a writer and maybe a designer — and probably not much else.
But the payoff can be infinitely higher.
Video Content Marketing — The Production Wall Is Higher for Video, But So Is the Potential Payout
Content marketing, the creation of useful, valuable content intended to draw leads to your website and your business naturally, can be extremely effective, if it’s done right.
Blog posts, ebooks, whitepapers, and other forms of written content can do this quite well, but written content just can’t beat video content on a number of levels.
- Has a lower price of entry (easier to watch a few seconds of a video than read a few sentences in an ebook)
- Can convey a larger amount of information in a shorter amount of time (not always the case, but often the case)
- Is more accessible to some audiences (not everyone can read/wants to read/can read well/finds reading enjoyable)
- Is more engaging (audiences are more engaged by video content than by written content)
- Can more easily and more powerfully engage an audience emotionally
Consider two pieces of content — a blog post about the horrors of puppy mills, and a video showing how puppy mills are run.
Which do you suppose will have a higher impact?
Which will be more difficult to produce?
Both pieces target the emotions. Both pieces may offer useful, valuable information to an audience interested in ending the practice of puppy mills. Both pieces may be well-researched and well-produced.
But the video is going to reach a wider audience, is going to be more likely to go viral quickly, and is going to be easier for all audiences to digest.
Video Go to the full article.
Source:: Business 2 Community