Marketing software platform HubSpot has urged brands and publishers to reconsider the recent “pivot to video” after claiming that a mix of written word and visual content is best for engaging with a target audience and addressing its wants and needs across various digital touch points.
In a new blog called “Why the Pivot to Video is Misguided,” Sophia Bernazzani reveals that while video is a crucial component in the content marketing mix, it shouldn’t be the only format used during campaigns. She adds that “people like to read,” as HubSpot’s recent research showed that the majority of consumers want to see more unique news, articles and blog posts.
A study published by NiemanLab also found that half of consumers still don’t watch any form of online news videos compared to a colossal 71 per cent that do so in text form. Visual content consumption is generally skewed towards bitesize clips that entertain, which means that brands have ample room to produce editorial and premium written content that is more in-depth.
In order to deliver a content marketing strategy that is diverse and satisfies different preferences and audiences, brands should focus on creating great videos and writing great articles. HubSpot recommends incorporating various clips into written pieces to maximise engagement and return on investment.
Brands should also consider their audience and what they want to learn during each stage of the creative process and ensure that this informs what content format to use to best serve this objective. A shorter, more consumable video might be best for explaining a complex topic briefly, while an article is preferable for detailed breakdowns and thought leadership.
Marketers would also benefit from asking their audience about what they want if they cannot determine preferences via analytics. For example, a Twitter poll or email newsletter would be ideal for gauging interest in certain subjects. Brands can then experiment with their strategies to find the content that really works for their business.
Bernazzani concludes by saying that videos are hard to make and difficult to distribute effectively. While a digital agency can transform a brand’s ability to publish content at the right time, a campaign centred around the written world will initially be easier to deliver effectively within budget.
