About the Episode
Deciding how to approach content creation in your marketing plan can feel like a tricky balance. Should you invest in more video content to build trust with prospects? Or stick to written articles to help potential buyers find you on Google? It’s a question almost every business with an online presence has asked.
In this episode of Endless Customers, Alex Winter sat down with Lindsey Auten, a content trainer at IMPACT, who’s helped hundreds of businesses get results by creating both written and video content. Their discussion zeroed in on the strategic choice between the two content types, and Lindsey shared key insights on how to maximize your ROI by letting your audience's needs guide your strategy.
In this episode, we break down the factors you should consider when deciding between written and video content—and how each can be a powerful tool for connecting with your audience and closing sales.
The Importance of a Balanced Approach in Written and Video Content
Right off the bat, Lindsey made it clear that it’s not a question of choosing between written and video content. “The reality is,” she said, “you need both.” Why? Because each type of content serves a unique purpose in today’s marketing landscape, and a combination of the two gives you the best chance to meet your prospects where they are.
With search engine algorithms evolving and user expectations constantly shifting, sticking solely to one type of content can limit your reach. Businesses that focus only on blogs may miss out on the trust-building potential of video, while those that focus only on video risk losing out on the website-first advantages that well-crafted written content can provide.
The Case for Written Content - Depth, Discoverability, and Trust
Written content has been the foundation of digital marketing for years, and there’s a good reason for that. Articles, blogs, and guides allow you to go deep into a topic, answer specific questions, and show up in search results where your customers are looking for solutions. Plus, well-optimized written content tends to have a longer shelf life than video.
“People think written content is dying,” Lindsey noted, “but it’s actually evolving. It’s about meeting customers’ expectations in how they want to consume information.” Written content may not be as “flashy” as video, but it’s accessible to those who prefer reading, and it also provides a sense of authority that can build trust over time.
Here are some reasons why written content still matters:
- SEO Benefits: A well-optimized article or blog can help your website rank higher on Google and other search engines, increasing your chances of being found by potential customers.
- Detailed Explanation: Complex topics or nuanced issues are often better suited for a written format, where you can go in-depth.
- Conversion Opportunities: Written content can drive readers to your website and prompt them to take action, such as signing up for a newsletter or contacting your sales team.
In short, written content is essential for helping your audience find you and for establishing authority and trust on specific topics.
The Case for Video Content - Humanizing Your Brand and Building Trust
On the flip side, video content has skyrocketed in popularity in recent years, and it’s easy to see why. Video creates an emotional connection that written content just can’t match, and it can put a face to your business, making you feel more approachable and trustworthy.
“Video content can create a level of comfort,” Lindsey explained. “People see your team members, your expertise, and they feel like they know you even before talking to you.” This familiarity can make a big difference, especially for businesses in fields where building trust is essential to landing new clients.
Here’s why video content can be a game-changer:
- Engagement: Video is inherently more engaging, with research showing that people are more likely to watch a video than read a full blog post.
- Building Trust: Seeing someone on screen feels more personal and can make a potential buyer feel like they already know your company.
- Visual Learning: Some concepts are simply better explained visually. For instance, if you sell products or services that require a demonstration, a video can show how it works in real-time.
In short, video helps humanize your brand, making it easier to establish trust with potential clients.
When to Choose Written Content or Video Content
While you want a mix of written and video content, certain situations call for one approach over the other. Lindsey explained that it all comes down to the “intended outcome” of each piece of content.
“Start by looking at the goal,” she advised. “If you’re trying to build a reputation for authority on a specific topic, written content is the way to go. But if you want to build trust with potential clients, especially for higher-stakes interactions, video might be more effective.”
Here’s a quick guide to help you decide:
- Choose Written Content When…
- You’re targeting search engines for visibility.
- You need to explain complex information in depth.
- You’re sharing evergreen content that will stay relevant over time.
- Choose Video Content When…
- Your goal is to build a personal connection or build trust with your audience.
- You’re explaining a visual concept or product.
- You’re targeting social media platforms, where video engagement is high.
The Power of Repurposing: Combining Written and Video Content
If both written and video content are essential, then one of the smartest ways to maximize ROI is to repurpose your content. This approach lets you cater to different audience preferences without doubling your workload. Lindsey suggested pairing a blog post with a short video summary or even embedding videos in longer articles to appeal to both readers and viewers.
“Repurposing is a great way to get the best of both worlds,” she said. “For example, if you’re writing a ‘Big 5’ article on pricing or product comparisons, turn it into a quick explainer video to embed in the article. Not only does this serve different learning styles, but it can also boost engagement and keep readers on your site longer.”
Tips for Effective Repurposing:
- Create a blog post and a video on the same topic: This gives you two pieces of content you can cross-promote. Just make sure to change the content to fit the medium you’re using.
- Use video snippets on social media to drive traffic back to a related article on your website.
- Embed videos in blog posts to increase dwell time and engagement on the page.
Common Problems to Avoid
Many businesses make the mistake of treating content creation as a “production-only” role. Lindsey pointed out that while it’s important to produce regularly, it’s also critical to be strategic. “The output is important,” she said, “but what’s almost more important is the result of that output.”
Another pitfall is focusing on quantity over quality. Businesses sometimes feel pressured to churn out content, but without a clear goal or strategy, this approach can end up wasting resources without driving results.
Lastly, Lindsey emphasized that it’s not enough to just publish content. You need to track how it’s performing. If a blog post isn’t getting traffic, revisit it and make adjustments. If a video isn’t converting, analyze what might be turning viewers away. This constant optimization is what makes a content strategy truly effective.
The Key to a Strong Marketing Strategy
At the end of the day, the question of written vs. video content is less about “either-or” and more about “both-and.” By strategically mixing the two, you can create a robust content strategy that appeals to a wide audience, builds trust, and keeps you visible in search results.
As Lindsey put it, “It’s not about choosing one over the other—it’s about understanding when and why each is valuable and letting that guide your decisions.” With this balanced approach, you’ll be better positioned to capture and convert leads, all while adapting to your audience’s needs.
Whether you’re launching a blog series or setting up a YouTube channel, remember that the key to effective content marketing is balance. Use written content to establish authority, video to build trust, and repurpose where possible to make every piece work harder for your business.
Connect with Lindsey
Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.
Learn more about Lindsey from her IMPACT bio
Connect with Lindsey on LinkedIn
See how businesses can benefit from our sales and marketing training
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Learn: 'The Big 5': Best Business Blog Topics to Drive Traffic and Sales
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Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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