As we always say when talking about digital marketing, content is king, and its throne is constantly being redefined by the evolving preferences of online audiences. Video marketing has been popular, with platforms like Instagram and TikTok setting trends with features such as REELS, and many are left wondering if traditional text content still has a place. This guide is designed for business leaders, startup companies, and managers who are faced with the decision of where to invest their content marketing efforts—highlighting the strengths of each medium and providing a roadmap for leveraging them effectively to achieve your strategic goals.

Video Content is a Pandemic-Proof Player in Digital Content

Over the past decade, video content has transitioned from a novel addition to a website or blog into a powerful marketing tool that is now expected across all platforms. One of the driving forces behind this transformation was audience preference. Consumers found video content to be more engaging, easier to digest, and often more entertaining compared to traditional text formats. But the pandemic accelerated this shift. With traditional forms of entertainment heavily restricted, individuals and businesses turned to video as a means to communicate, learn, and engage. Platforms like YouTube and streaming services became the go-to destinations, solidifying video’s place as a key player in content consumption.

Text Content Still Reigns Supreme in Some Arenas

While video has gained significant market share, text content remains a crucial component of any digital content strategy. Text offers unique benefits, including superior SEO performance, accessibility for those with disabilities, and the ability to convey detailed and technical information efficiently. It is a pillar of the web and has a timeless quality that video can’t always match.

SEO Benefits of Long-Form Content

Long-form text content, particularly articles and blog posts, can be a goldmine for search engine visibility. Search algorithms continually evolve, rewarding high-quality, lengthy content that provides in-depth coverage of topics. Search engines like Google use a variety of metrics to rank pages, and long-form text often hits many of these criteria, such as dwell time and low bounce rates—the duration a visitor stays on a page and whether they find what they’re looking for without immediately leaving.

Accessibility and Readability in the Digital Landscape

Text is more accessible than video because it allows consumers to engage with the content at their own pace. They can read quickly, skim for information, or search for specific details. For those who use screen readers or have other impairments, text may be the only medium through which they can consume content. By overlooking the needs of these audiences, businesses miss out on a significant portion of potential customers.

The Evergreen Nature of Text Content

The lifespan of video content can be fleeting, as it often refers to current trends, events, or cultural touchstones. Text, on the other hand, can be crafted to have a much longer lifespan. Once published, well-written and well-researched articles can continue to attract traffic and engagement for years, boosting your website’s authority and providing a steady stream of visitors.

Video Content: The New Standard for Engagement and Storytelling

From promotional materials to educational content, video has become a mainstay in digital marketing for a reason. It offers several advantages that text simply can’t match.

Engagement and Emotional Connection Through Sight and Sound

Humans are visual creatures, and video provides sensory cues that can result in a deeper emotional connection than text alone. Sound, colour, and movement engage viewers on a visceral level, allowing marketers to tap into a wide range of emotions that can influence consumer behaviour.

Visual Storytelling That Sticks in the Minds of Viewers

Storytelling is one of the most powerful tools in a marketer’s arsenal, and video is a medium that excels in narrative. With the marriage of visual elements and narrative techniques, video can deliver a compelling story that resonates with viewers, making your message more memorable and shareable.

Shareability That Expands Reach and Builds Community

Videos are highly shareable, often more so than text content. This makes them a valuable asset for expanding your brand’s reach—especially on social media platforms where engagement is driven by content shares, likes, and comments. Sharing video content can lead to a wider audience, increased brand awareness, and the building of a community around your products or services.

Considerations for Business Owners and Managers

The decision to focus on video or text content should be guided by an in-depth understanding of your audience and your business goals.

Understanding Your Audience: Do They Stream or Scroll?

Before you create your content, you need to know where your audience is and how they prefer to consume information. Demographic factors such as age, location, and interests can all influence these preferences. Consider conducting a survey to gather insights or analysing your current engagement metrics to inform this decision.

Budget Realities and Resource Allocation

Creating video content often requires a larger investment of time and resources than text. From filming and editing to hosting and distribution, there’s a cost associated with each step. For many businesses, especially smaller ones, this can be a significant factor to consider when planning their content strategy.

Integration Matters

Your content should work in harmony with your overall marketing strategy. This means considering how video or text content can support your other initiatives, such as social media campaigns, email marketing, or Search Engine Optimisation (SEO). Content should never be produced in a vacuum; it needs to align with and enhance your broader business objectives.

Conclusion and Recommendations

In the debate between video and text content, there is no clear winner. Both have unique strengths and advantages that can be leveraged to different ends. Businesses should focus on creating a content strategy that provides a mix of these formats to cater to a diverse audience, uphold their SEO efforts, and align with their resources and objectives.
For longer-term, educational, and technical content, text is essential. It can be repurposed, reused, and it remains a staple in the online world. However, video is an indispensable tool for brands looking to enhance engagement, create shareable content, and build a loyal community.
In summary, the popularity of video forms like REELS should not overshadow the value of well-crafted text content. Instead, businesses should see video and text as complementary elements in a broader content marketing ecosystem where each can play to its strengths. By understanding your audience, weighing your budget and resources, and strategically integrating your content across platforms, you can ensure your message resonates in the right way with the right people.
We hope this guide has provided valuable insights into the content creation landscape, and we encourage you to take the next step in refining your approach. Whether you’re crafting a blog post or scripting a video, remember that the heart of all content is its ability to connect with your audience.
If you’re a business owner or manager looking to elevate your content strategy, consider reaching out to our team at Belmore Digital, where we offer bespoke consulting and services to optimise your digital output. It’s time to speak the language of your digital audience — and we’re here to translate your content into real results.