Is Video Taking Over Digital Marketing?

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There’s no doubt that video has become a cornerstone of digital marketing. But does that mean video is shoving written content out the door?

No! Content marketing is still as relevant and important as ever. In fact, 2019 is looking to shape up to host the most inclusive type of marketing campaigns in the digital era. Marketers are quickly unlocking what the best definition of “content marketing” is for today’s consumer: an interconnected relationship involving all forms of digital media.

This network of digital marketing includes both visual and written content. Visual content consists of video, images, live streams, infographics, and social posts. Written content involves blogs, email campaigns, press releases, ebooks, downloadables, webpage copy, and even the captions and headlines associated with visual content. Check out our article on the 9 types of effective written content here.  

Companies that are just focused on written content aren’t seeing the traffic that they did a few years ago when blogging was king. On the flip side, though, companies that are solely focused on visual content like video also aren’t seeing the highest amount of traffic. A marriage of the written with the visual is showing the greatest success—and for a good reason.

How will digital marketing encompass video and written content in 2019?

A marriage of the written with the visual is showing the greatest success—and for a good reason.

Video is king.

Palm Beach Content Co. is a written marketing company, but we acknowledge that video long ago started to dominate the digital marketing. After all, video really is an effective method of interacting with your audience.

Video isn’t going anywhere. Cisco projects that by 2021, 80% of Internet traffic will be video on websites, social media, and other platforms. Video is constantly being created and uploaded by companies and individuals alike. In fact, more video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

What makes video so successful? What are the advantages of video marketing?

  • Conversion: Video increases conversion rates and consumer’s certainty in buying. 90% of customers say video helps the make purchasing decisions, and 64% of customers say video makes them more likely to buy.

  • Experience: Video helps you show off your products with tutorials and how-tos. This is especially important for ecommerce stores, so customers can “experience” the product as they would in stores. 98% of users have watched a video to learn more about a product or service.

  • Clicks: Video encourages clicks and opens. People are drawn to the  “play” button, and using video in an email increases click through rates by nearly 250%

  • Engagement: Viewers are more likely to engage with videos, with 65% of video viewers watching at least three-quarters of a video. It’s easier  to attract and keep someone watching a video than reading a blog.

  • Trust: Video instills a sense of connection and trust. Viewers feel they are connecting with the business in a more direct way by hearing and seeing the brand voice.

  • SEO: Search engines see video as “quality” content, so they’re more likely to prioritize pages with video than those without. Video increases likelihood of being on first page of Google results by nearly 53 times.

Video is undoubtedly one of the best ways to show off your products, share your brand voice, and connect with viewers. It’s definitely worth investing in video to increase your awareness, engagement, and conversion.

Written is queen, warrior, and citizen.

If video is king, written content is everything else in the kingdom. It holds up the king and gives it its power. Without it, the king has nothing.

The most successful businesses use written content to build up, emphasize, and push their video content.

What does written content do that video can’t?

  • SEO:  Written content provides opportunities for search engines to rank keywords and content. A library of content tells Google that you have a quality website, which is more likely to rank high on results. Pairing a library of content with video is likely to push your site high on the first page.  

  • Partnerships: You can partner with other businesses and influencers to swap or share written content. Most businesses won’t create a video to share with your business, but they’ll be willing to write a guest post. Some influencers use live or unfiltered video, but written content is still more popular and effective for content swaps.

  • Education: Written content is the most effective way to share your product benefits and discuss the values of your company. You can acknowledge and address customer pain points easily and effectively through written content. Consumers want to be able to have a specific list in front of them discussing the ways your product or service will meet their needs.

  • Reach: Written content is easier to repurpose it than video. You can write one blog post and reuse it in a variety of ways in just about any marketing method you use. If you’re looking for a broad reach and high ROI with lower initial investment costs, written content is probably the best solution.

  • Relationships:  Email marketing with blogs and content is a great way to continuously “touch” customers. This can instill trust and loyalty for prospects or repeat purchasers, which helps foster strong relationships.

Think of it this way. Video might be the rock star putting on a concert that draws people in and gets them dancing. But written content is everything else that goes into putting on a show: lighting, choreography, staff, backup dancers, merchandising, venue, ticket sales, etc. You can’t have a successful show with the star alone—you need the network of support. That’s where written content comes in.

Written content is the foundation your business needs to connect with leads, convert prospects, build customer relationships, close sales, and engender ongoing loyalty.

The goal is the same.

We have to stop pinning visual and written content against each other as competitors. They have the same purpose and goal, and they work better as a team.  

They’re both about:

  • Sharing a story

  • Illuminating a brand voice

  • Encouraging clicks

  • Optimizing search

  • Building relationships

  • Establishing trust

  • Driving awareness and conversion

Learn the four basics of effective content here.

If it takes multiple impressions in order for you to truly engage with or sell to a target, one form of content alone isn’t enough. You want to have them hear your brand voice in a video, read about your history and mission in action in a blog, download an ebook lead magnet, “Like” your photos, and subscribe to your emails. The more types of content you offer, the more opportunities you have for engagement and conversion.

So we shouldn’t be picking between written or video. The best content marketing strategy encompasses all of your marketing needs at once from written web copy to downloadable content to videos to social media and beyond.

Start working with a company that sees the beauty in all forms of marketing. Let’s build the perfect strategy for your unique needs. Get in touch with Palm Beach Content Co. to start optimizing your marketing today.

Allison Hess