There’s no argument that video tops all other types of online content, regarding popularity. You could stop reading here and scamper off to start working on a strategy to migrate all your content to a video delivery format, and it wouldn’t necessarily be a mistake. But, considering that this article is going to continue for another 800 or so words, aren’t you curious about what else can be said about what makes for engaging content?
Yes, you absolutely have to venture beyond words if you want to cast the most efficient inbound marketing net. Video is just a part of it – and your video content might just fall flat on its face. It’s the content that makes video work. It doesn’t matter if it’s video or smoke signals if you know how to use them online. It’s the message just as much as it is the medium.
The sad reality is that our content combines to become noise. Between social media, mobile apps, and the Internet, there’s just too much competing for our attention. You will not succeed if the prerequisite for your content is, please read/listen/watch me.
One-way marketing messaging was the only game in town when radio, television, and newspaper ruled the roost. Today, we don’t put up with that. If you want to talk to us, you had better offer us the opportunity to talk back.
It’s two-way, baby. It’s interactive.
If we crave interaction above all else, guess what video – at least currently – doesn’t offer? Video engages us at a multisensorial level. That’s why it’s our preferred medium. But it does not interact with us.
Meanwhile unassuming text-based interactive content like quizzes and polls are engagement magnets. They’re not saying, please read/listen/watch me. They’re saying, play with me!
You can’t get around talking about the superiority of video when it comes to capturing attention and engagement online. But, prospects are attracted to other types of visual content, as well.
We have to find a way to fit a brand into our worldview if we’re going to buy its product or service. We select our friends because of what we have in common, and we’re looking for reasons to do the same thing with the companies that manufacture what we buy. Often, it’s a simple text-based piece of content that does this best.
Engagement makes people come back for more. Interaction sparks engagement. Video is king when it comes to capturing attention, but other types of content actually do a better job of creating interaction.
Smart marketers know they’ll make deeper relationships with prospects and customers by creating a variety of content. Make it a buffet! Learn how you can attract more clients with a variety of custom content with our free guide.