We’ve officially entered the age of video, and if you haven’t yet invested in implementing video production into your marketing plans, you may want to start thinking about it.
However, as the popularity and effectiveness of video continues to rise, many business owners and marketers are wondering if traditional, text-based content marketing is on its way out.
But take it from us as an SEO company in NY and NJ that offers content marketing and video services, while video is more popular and valuable than ever, text-based content still has its place, and will likely always have a place.
How watching video differs from reading content.
Watching a video and reading text-based content are two completely different cognitive functions, and it’s important to have a firm understanding of the differences between the two before deciding between creating a video or written content.
First off, the human brain processes video much faster than text because watching a video requires far less cognitive work than reading text.
When you read content, you’re actively involved in the process. It’s not passive like watching a video as you build thoughts about the content as you read. The process requires more of a cognitive effort and a longer attention span.
Watching a video, on the other hand, is a more automatic process that requires far less cognitive effort than reading text and many people will naturally avoid cognitive strain and choose the information that’s easier to process.
Video is all about feeling.
We’ve been in internet marketing and SEO in NJ and NY for long enough to know that, because reading requires more cognitive effort, more thinking, video is the best bet when the objective isn’t to get your target audience to think, but to feel.
Emotions are evoked through automatic physiological reactions and we experience them not only when we perform an action but when we witness another performing the action.
And that’s where video differs from text-based content. It allows the audience to be transported into the content they’re seeing on screen.
Video allows viewers to feel as if they’re personally experiencing the pain or happiness or whatever emotion they’re seeing portrayed on screen, so if an intense emotional response is the intention, video’s the way to go.
Who would prefer text-based content?
There are two major types of people who will visit your site or engage with your content. There are browsers and there are those who have a specific goal and know exactly what they’re looking for.
And while video’s ideal for the browsers, or those people who are just passing through, the more goal-oriented part of your target audience will be far more inclined to put forth some cognitive effort and read text-based content.
Whether their intention is to learn more about a specific product, get a news update, etc., these type of people often prefer text over video, and other members of your target audience who may still prefer text-based content are the control freaks.
Because video does the heavy cognitive lifting for you, it leaves little choice in the matter, and some people prefer text because it allows them to move at their own pace, jump to specific areas, re-read certain portions, etc.
So, to answer the titular question: Has video rendered the content writer obsolete?
No, it hasn’t, but it has changed the game quite a bit, and while video is incredibly useful and effective, you need to consider your own intentions as well as the differing intentions within your audience, among other things, before making any decisions.
The bottom line is, video isn’t infallible and you need to know which kind of content, whether text-based, video, or something else, stands the best chance of making an impact on your audience before wasting your time creating the wrong content.
About Us: Climb The Search, a leader in SEO in NJ / NY, offers the complete search marketing package, including search engine optimization, website design, and inbound marketing. At CTS, our business is helping other businesses grow, every day.