They say that content is king, but that’s not really accurate. The phrase ignores the fact that “content” isn’t some monolithic, undifferentiated category. Content comes in many different forms, including written blogs, memes, infographics, and videos.
It’s more accurate to say that content is a decentralized, egalitarian, autonomous collective, with the various forms of content all contributing equally to a company’s overall marketing objectives. But that doesn’t roll off the tongue. So feel free to keep saying that content is king as long as you recognize that the monarch is just a figurehead. Long live the queen.
The point is that your content marketing strategy should be holistic. To reach your prospects and customers where they are, your efforts should extend into the various media that people consume. Some people follow blogs. Other people like the more passive vlog (video blog) experience. Some appreciate both. And Google will take everything you feed it. If you’re only creating content for one or the other space, you’re missing out on a considerable amount of engagement.
And if you aren’t doing either…what are you waiting for?
Both Are Great for SEO
As mentioned earlier, Google loves high-quality content, and the more you can generate, from the greatest number of sources, the better.
Hosting a blog on your company website greatly expands your site’s footprint, giving search engines like Google and Bing more grist for their search results. By carefully selecting relevant topics and making sure to deliver high-quality writing that answers questions your prospects are likely asking, you increase the chances that one of your pages will show up on the first page of search listings for a given query.
Once you have an established blog, you can begin syndicating your content to other sites to expand your reach further. You can also promote your blog (and get quality backlinks) by guest blogging — providing unique content to other established blogs in exchange for access to a broader audience.
Vlogs contribute to your brand’s overall SEO (search engine optimization) in several ways as well. When you upload a video to YouTube, by far the most common vlogging platform, you have the opportunity to include a title, tags, and a description. These are all cataloged by Google and included in its ranking calculus. Consider that video results show up alongside other listings in a Google search. If you aren’t vlogging, you’re missing out on that side of the equation.
You can also add your YouTube vlog posts into your blog with a short introduction, or a full transcript, to further boost your SEO dividends.
Both Establish You as an Industry Authority
Both blogging and vlogging provide a soapbox for companies to inform the public on the topics that matter most to their business. Once your content has an established audience, they’ll look to you for answers on their most pressing questions. They’ll also spread your content on social media, increasing your reach and influence.
Achieving “thought leader” status is a significant boon for your business prospects. It transforms your content into a recruitment and conversion tool. People will begin to trust your content implicitly, and when they need your services, or when they’re in the market for your products, that trust will turn people into customers.
Each platform has different strengths and weaknesses. Blog posts can be created quickly and easily. Written content is excellent for exploring concepts that don’t readily translate to a visual medium. Plus, text can be consumed in places where loud audio playing on a device isn’t appropriate.
Videos are the best choice for demonstrating processes, creating how-tos, and sharing content that’s easier to understand visually. Video adds a personal touch that written text can’t match, particularly if your on-camera talent has personality. It gives your audience a chance to connect with you and your brand on a more intimate, emotional level.
When you pair the personal connection that video provides with the explanatory power of the written word, you build a powerful combination for customer creation.
Both Can Be Done on a Budget
It probably doesn’t need to be stated that blogging is inexpensive. All you need is a laptop and fingers. Even if you outsource some or all of your blog writing, the cost is low compared to other marketing practices.
What’s surprising to many is that vlogging is equally accessible. Even as the bar on production quality is soaring for television and film, it’s relatively low for web video. Most vloggers still use a simple webcam to capture video, and inexpensive editing software to create their final product. High production value takes a backseat to quality content. If you’re providing the answers that people are looking for, they won’t care what your video looks like. Vlogs are one of the few mediums left where function takes precedence over form.
Both Provide Ample Fodder for your Social Media Accounts
If you’re a proper vassal for your content collective, you’ll be maintaining multiple social media accounts. Coming up with material for all of them can be time-consuming. When you’re blogging and vlogging, you can repurpose some of that content for social purposes.
Written blogs can be shared out to your social followers, and the content can be trimmed down for slimmer social posts. Vlog content can find other uses as Stories on Facebook and Instagram, and as programming on IGTV.
Of course, you can’t duplicate all of your content, or you’re defeating the purpose of a multi-pronged strategy. Still, it’s possible to cross-pollinate between your accounts to some degree to help save time and reach different audiences.
So bow down to your lord and master, King Content. Serve his council well, and he will bestow his blessings upon you. Ignore his various ministers at your own peril. And don’t say we didn’t warn you. We did. And we got a great piece of content out of it to boot.