Why Written Content Is Still Vital to Marketing Continuity

Whatagraph
Aug 28, 2017 · 5 min read

For many businesses and entrepreneurs today, how you market is just as important as when you market. While today we regularly hear that media content should be built around images and video, there’s no reason why disregarding written content can be a wise move. Indeed, if you choose to do this, it can drastically limit and reduce your opportunities for capturing the widest spectrum of customer possible.

With written content, you get all the help that you need to really portray a message across. While written media isn’t for everyone, it’s definitely for a large amount of people.

Therefore, disregarding those who prefer a written media consumption can be dangerous and, at times, pointless for your business.

To help you make the right calls, it’s vital that you invest as much time and patience as you can into having a diverse media selection. For example, the prime reason that people tend to choose to go for written content over a video or an image is because, with writing, you get the chance to really expand upon a point.

With a video, people want fast, snappy and incisive content that is low on detail (mostly) and high on hype. With written content, the typical demographics looking to your writing will feel far more at home with a detailed, in-depth and high-quality written piece.

With that in mind, then, what should you be looking to implement as part of your media content? More long-read and written pages. This does not have to come at the expense of videos and other interactive media: it can be alongside it. This allows for the greatest and most diversifying range of content, leading to a much larger volume of people who are potentially interested.

Let’s take a look, then, at why moving away from written media can be a mistake.

Search Engine Dominance

Without doubt, one of the most significant reasons why making a change from written content to video-only is that your search engine campaigns will become much weaker. When utilizing your search engine optimization (SEO), you always want to be using written content because it can utilize smart and authentic use of keywords. Say a word as much as you like in a video — it’s not optimized. And with the fractions of text you can write for a video description dwarfing the SEO capacity of normal written content, it should be seen as an absolute marketing must.

Without the help and assistance of SEO, you are in a position whereby your business cannot see productive and meaningful change. It’s necessary to be seen to get new clients. The best way to be seen, of course, is to invest in SEO. This gets you spotted for applicable searches, boosting further your chances of being the primary choice for any potential viewer or buyer.

With the help of written content, you make sure you are not going to be left behind. If your competitors are still using lots of written content, then you will absolutely fall behind. Even if you have a thriving YouTube channel, and every single video description is meticulously optimized, you are still nowhere near the position you would expect to be in comparison to them.

For that single reason, search engine dominance becomes possible only when you still utilize the power of written content. This allows for natural, well-managed and authentic use of keywords. Content has to be fun, it has to be varied and it has to be unique — but it also must be optimized. With video, optimization provides far less of a positive and beneficial result.

There’s less to optimize, basically, so there is less to use to improve your position.

If your business wants or needs online hits, then using written content as part of your marketing strategy should stay a primary goal.

Explaining Inner Workings

Another vital reason for turning to something like content marketing and written, SEO-optimized articles is the power of explanation. When you are running a standard business, people want to know:

  • What you offer
  • How you can help
  • The services you have that they can utilize
  • The inner workings of the service
  • The historical background

All of this information, though, is pretty damn hard to put across in a standard marketing ad or even a video. Without the ability to give those who want a bit more detail the information that they need, you will find it much harder to make the points that you intended.

To help you out on that front, you can use written content. Your video and interactive media can be for attracting a certain audience, your written content can be for explaining in greater detail. It’s by using this that you can begin to see a proper change to the way that you think, feel and act in general. That can be hard to put across in a video — but an optimized, long-read article? That will appeal to a certain contingent that media like video won’t.

Informing Old Users

Another major part of using written content is to inform old customers. Video and media is usually used to entice new people, to draw in new business that you would have missed out on otherwise. With the help of high-quality, optimized written content, those problems are not something that you need to worry about.

Informing old users becomes so much simpler if you use writing. It allows those who already know your brand or business to learn more, without having to be short on detail because of the timeframe of a video.

In short, you can make intelligent use of written content on the basis that it allows you to inform and to grab the attention of others. This isn’t always possible when you are using a video, and giving people more in-depth information about anything — from product specifications to opinion pieces — is easier to explain, to reference and to inform using a written piece.

So, the next time you are revising the marketing campaign and aims of your business, be sure to take a closer and more open-minded look at written content. Video might be killing it, but (written) content will always be the king.

If you enjoyed this piece, you might also like this 10 Ways to Cut Your Marketing Time in Half

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