As a marketer, you have two major mediums that you can use to communicate information to prospective customers: text and video content. It is easy to deliver both types of content through your main website, your social media feed and even your marketing emails. Of course, savvy marketers won’t rely on one type of content; it is clearly more effective to use a mixture of both text and videos to convey your brand message. But how should you balance your use of the two different content types? Each one is essential to a different type of business and each is suited to different situations.
Textual content is ideal for conveying in-depth, factually-intensive content. It allows you to explain and explore complex ideas and themes. Your viewers can follow text easily because they can read it at their own pace and take time to fully process its content. If you offer complex products or services, you should utilise text liberally. You might run a business that sells complicated electronic devices or a firm that offers in-depth financial advice – either way, you will need to use text to talk about your products and services.
It should also be noted that text works best when it is deployed on the product or service pages of your website, as it can be used to detail your products’ and services’ features and USPs. It can also be used effectively in marketing emails; viewers generally expect text when they open an email and are likely to be more willing to read and engage with it than other types of content.
Meanwhile, video is great at grabbing viewers’ attention and delivering emotive content. Because it can utilise imagery, sound, animation and music to support its message, video content can engage with viewers on an emotional level. What’s more, because viewers can absorb video content simply by passively watching it, they are less likely to navigate away from it and may spend more time viewing it. So it is best utilised in places where you need to quickly grab and hold your audience’s attention, such as on landing pages and social media pages.
Video content is particularly important for businesses that need to emotionally connect with their prospective customers. If you sell fun, non-essential services or luxury products, you should focus on developing high-quality video content.
When it comes to deploying text and video content, you don’t need to focus exclusively on one or the other. Here at Colourful Owl, we believe that using both types of content in the appropriate places and in the appropriate ratio for your business-type is the most effective way of implementing your digital marketing strategy.