People don’t read anymore. Make more videos. Our attention spans are shrinking. Make your videos shorter. Algorithms are favoring graphics over videos. Make text posts with a graphic/gif.
So when thinking about creating content for your audience, which do you pick? And how?
With the help of Jacob Statler, we settle this debate for good.
Video or text is the wrong question. The better question to is what is the job of content.
Here’s my definition: To engage and assist your audience to make specific progress on something that matters to them, with the ultimate goal of interacting with your business (services).
ChatGPT defines it as: Attracting, engaging, and retaining customers by providing valuable and relevant information.
The Content Marketing Institute defines the job of content as: creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.
Attract, engage, retain. That’s why we “hire” (create) content.
When arguing for video or text content, we must anchor to this:
Which helps achieve the job efficiently and effectively?
But there’s something missing here that we must also address:
No matter what content you create (even audio), you will need to write.
Write the script. Write the outline. Write the premise.
Every piece of content starts from a thought. And if writing = thinking, writing is the birth place for all content.
Why is this important? You can’t skip the writing (aka the thinking).
Even if you go video only, you need to develop concepts and outlines for your videos.
And this is…GOOD.
Writing helps us develop and strengthen our positions.
Whether the positioning for your business, your strategic narrative, or your strategy.
Writing leads to better thinking.