People don’t read anymore. Our attention spans are shrinking.

So when thinking of the best content for your audience to consume, which do you choose? And how?

With the help of Jacob Statler, we settle this debate for good.

The job of content is…

Before we throw any punches, let’s orientate on 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 I think something is missing here that we must also address:

The benefits of writing as a strategic tool

Forget video or text and focus on writing. No matter what content you create (even audio), you will need to do some writing.

Write the script. Write the outline. Write the premise.

Clearly text content prioritizes writing as there is no other way to create it without writing (I mean you could use AI…).

And a benefit of writing is the development of thought.

Whether the positioning for your business, your strategic narrative, or creating your strategy.

Writing leads to better thinking.