Blog Vs Video : Which is best for my business?
I’m in the B2B space and have a service-based business.
I want to create content that gives me the most bang for my buck, and I want to do it myself.
I’ve heard that a blog is best, but I’ve also heard that video is best.
Which one should I choose, Blog or Video?
Blog vs Video: The Two Most Popular Content Platforms
Marketers describe content marketing as a hungry ‘beast’ with many mouths to feed. Keeping the beast satisfied and your small business thriving requires a constant claim on your time and energy. It can be overwhelming and confusing. Should you write blog posts, or create video? Should you podcast or focus on social media advertising?
Depending on who you listen to and what they’re selling, any content platform will be judged the best. In addition there’s so much noise online; it’s no wonder business owners are confused.
Which one is best for my business? Blog or Video?
There are many different forms of content, but the two most popular content platforms for B2B business are the blog and the video. Deciding which side to back will depend on many factors, such as
- the type of content you’re most comfortable creating
- your level of skill and knowledge
- your budget
- what content format your ideal clients prefer to consume, and
- how much time you have to create that content – consistently
Whichever content format you choose, stick to it.
If you’re creating content yourself, I suggest you choose one content format and stick with that because it’ll make your life a whole lot easier. Just remember, whichever you choose, success starts with a strategy.
As Joe Pulizzi founder of The Content Marketing Institute states
+ Consistent Delivery
Blog vs Video: The Pros and Cons
To help you make the decision, let’s look at the pros and cons for creating blogs and video, as the #1 content platform for your business.
Note: There are two types of video: short-form and long-form. Long-form is the video referred to in this post. It’s the type of video that sits on sites like YouTube and are typically around 6-11 minutes in length, though this can vary. This form of video is used as the Number 1 content marketing platform for the business. So it isn’t a Facebook live or the 30-second video clip you see on social media.
Blog and Video – The Facts
1. Blog vs Video: Content home
Blogs live on your website – and you own your website. Unless you delete them, blogs stay on your website and attract traffic 24/7.
Video mostly lives on 3rd party platforms that you have no control over — and they can disappear at any time – remember Google Plus?
2. Blog Vs Video: Engagement Rates
Engagement rates are variable.
43%* of people read the headline of a blog post, then the opening paragraph. They then scan the rest of the content.
*statistic from OptinMonster 2020
A blog is a strong vehicle for building trust and long-term relationships. They drive readers to your website where, after reading your article, they typically spend time exploring other content on your site, which includes reading your older blog posts. If they get value from what they see, there’s a very good chance they’ll download your lead magnet – which means you’ve captured their email address. Now that they’re on your email list you can engage with them further via email marketing.
Most videos are either hosted on YouTube and embedded onto a website or uploaded directly into the backend of the website. However, they can slow down the website’s page load time which may drive visitors away.
Uploaded videos are typically short, 30 seconds to 3 minutes in length, (most people these days have short attention spans) and may result in a similar engagement pattern as described in the point above. However, if you place your video in a social newsfeed, like Facebook or YouTube, the viewer will typically remain in that newsfeed. That being said, long-form videos allow for in-depth content and the opportunity for relationship building.
The most commonly created types of video are
- explainer & educational videos (72%)
- presentation videos (49%)
- testimonial videos (48%)
- sales videos (42%) and
- video ads (42%).
When measuring engagement it’s important to remember that video engagement is the same as video views – and is measured by the number of people who clicked to watch the video. On Facebook, a 3-second view is considered engagement.
NOTE: Both the blog and video are ideal platforms for creating awareness and relationship building.
Whichever content platform you chose, you may want to keep the following survey results in mind.
A survey of 1200 businesses in 39 countries, undertaken by SEM Rush in 2020, found that written content remains the most common form. The study showed that the dominant content formats are blog posts (86%), emails (67%), case studies (42%), and success stories (36%). Only 28% of respondents stated they produce video content.
3. Blog Vs Video: SEO
Blog posts are, without doubt, the best content to create for SEO. Every time you write a blog post, you add another keyword rich page to your website. That’s another page indexed by Google – a page that boosts your SEO and page rank which helps drives visitors to your website.
As yet, Google cannot read video, only text. Keyword terms are placed in the heading, tags and description to boost SEO. If placing the video on a website, adding a transcription also helps.
4. Blog vs Video: Production Time
Most people spend 3.5 hours writing a blog post. However, this is generally split over several days.
On average, a YouTube Video takes 7 hours from start to finish for 1-5 minutes of video.
5. Blog Vs Video: Investment
Creating any long-form content takes time. With blog posts, there’s time spent on research, writing, re-writing, editing, adding/creating visuals, publishing and promotion. However, once you have a ‘library’ of posts it’s easy to update older posts and republish them, negating the need to write as often. You may also choose to promote your post on social channels, in which case you’ll need a budget for that.
Depending on the type of video you create, the cost of video production and promotion can vary. If video is your main content format, you’ll need a YouTube channel and a budget for production. Time is a significant investment, as is equipment for filming and editing. There’s research, scripting, recording, audio mixing, thumbnail creation and SEO to do. Then you have to promote it.
6. Blogs vs Video: Repurposing
One of the BIG PLUSES for creating blog posts is that it gives you a regular supply of content for social media. On blog post can be transformed into smaller pieces such as; a 30-second video, a quote post, a LinkedIn article, a slide set, an infographic…
Having an established supply of blog content on your website means that you won’t have to be continually creating new content.
Older blog posts can be updated and repromoted to drive more traffic to your website and then transformed into new, bite-sized formats to supply you with more promotional content for social media.
Video is not so easy to update. Using tools you can update your titles, SEO and descriptions. But short of reshooting scenes and re-editing that’s about all you can do. (And that will depend on whether you still have the original raw video to edit).
7. Blog Vs Video: Equipment
You can blog anywhere, any time, any place. All you need is your laptop and an internet connection. You can blog in your PJs at 4 p.m. or at 3 a.m. Most bloggers spread out the process over several days.
Also, hair and makeup are not required. And it makes no difference if the dog barks in the background or you choose to refresh your energy levels with a hot coffee in the middle of writing.
Video requires a location and recording equipment. It requires being organised, getting a script written and putting some time in for rehearsal. Of course you can choose to wing it, but if it’s a long-form video, I’d advise against that — unless you’re an expert at presenting. We’ve all clicked on videos that take forever to get to the point —and in frustration, clicked right off again.
There’s also the lighting and sound to consider. Unless there is adequate light outside, the video will need to be shot inside with professional lighting. You’ll also require a decent microphone.
If you’re doing a talking head or tutorial video and being seen by an audience, it’ll be necessary to look professional. That means hair done, clothing ironed and a quick check that there’s no lipstick or food stuck on your teeth.
A quiet location is mandatory – dog ousted from the room.
What Content Type Does Your Audience Prefer?
Whatever content platform you decide to focus on, first ask yourself “does my audience mostly prefer to watch video or read a blog post?” If you aren’t able to answer this question, you will need to do some research on your ideal target audience.
For instance, if your audience is young, they will prefer to spend more time watching video on YouTube or Instagram than searching on Google for articles. However, an older audience is more likely to prefer to read a blog post and watch the occasional video.
81% of 15-25 year olds use YouTube
The average time spent is 11 minutes & 24 seconds per day
(Hootsuite, 2020 Stats from the USA)
Want the Biggest Bang for Your Content Marketing Buck?
Want to hedge your bets?
- If you choose to go with a Blog — use a mix of short and long-form articles. Ensure your long-form posts are Evergreen – the content is relevant to your audience long after they’ve been published.
- Then make a couple of short-form videos using a snippet of information from within your post. Best practice is to stick to one topic per video.
- These short videos are an effective way to promote your post across your social channels. Drive traffic to your post by including a reference to your article at the end of the video plus a link in the description.
- If you decide to go with long-form Video — have them transcribed into blog posts. And break them down into short videos to promote on social.
Either way you get the best of both worlds!
Whichever platform you choose to use for your main content – whether that’s a blog or video – it’s success will be dependent on several factors:
1. The type of business you have and its resources
2. The content preference of your target clients
3. Your personal content preference – after all, it’s important to enjoy the process
4. Consistency in content creation and promotion
and most importantly,
5. A strategy that helps you focus your content and stay on track to achieving your goals.
Blog posts remain the most popular content type
In spite of the fact that video is a trend in content marketing, a blog post remains the most important type of content produced by 86% of marketers.
SEM Rush (2020)
Happy content creating!
Further reading: How to find the right target audience for your business blog
So what’s your content preference? Blogs or Video? Or do you choose something else. I’d love to hear your opinion below.