Blogging Or Vlogging – Which One Is Right for Your Brand?

Blogging Or Vlogging – Which One Is Right for Your Brand?

Author: Michael Brenner / Source: Marketing Insider Group In case you haven’t heard, vlogging is the new blogging. Research shows that bu

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Blogging Or Vlogging – Which One Is Right for Your Brand?

In case you haven’t heard, vlogging is the new blogging. Research shows that businesses are, on average, creating 18 vlogs a month.

Yep, vlogs. Sounds like a type of stocky space alien, serves as one of the most powerful tools for engaging your target market and generating leads. Just using the term ‘video’ in a subject line ups email open rates by 19 percent and clickthrough rates by 65 percent. That’s powerful.

Does this mean marketing teams have to give up brand blogs? No way. As web psychologist Liraz Margalit Ph.D. explains, both video and written content serve varying purposes. Videos are more on the entertaining end of the content spectrum. They’re a form of passive information ingestion and are ideal when a web searcher is in the ‘browsing state of mind.’

But – while those mesmerizing vlogs may excel at motivating engagement – consumers are 39 percent more likely to share video content and 56 percent more prone to ‘like’ it – they are not as effective with goal-oriented web searchers. When someone knows what they are after, whether it’s a solution to a problem or specific info on a product or service, it is the active info ingestion of written content that consumers prefer.

When to Blog, When to Vlog

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So, vlogs aren’t space aliens and they aren’t going to take over the world, at least not this year. They do, however, provide another excellent tool for brands to leverage to connect with consumers. The better you are at determining when to publish a blog post on a subject and when video would work better, the more you’re going to get out of your content marketing strategy.

Here are the foundational rules to help you decide, blog or vlog?

  1. Humans prefer a passive cognitive experience. This means, all else held equal, video content is more popular.
  2. Text is more likely to yield a desired outcome when your website visitor has to make a meaningful decision. If you’re crafting content around the keyword, ‘what type of life insurance should I buy,’ or ‘what’s the best hotel for a weekend getaway in Prague,’ a blog post is the way to go.
  3. Rule number one is less relevant if your target audience likes to be in control when searching the web. Some people simply don’t like sitting back and watching television. It’s too passive. This habit doesn’t change online. Blogs, unlike video content, allow the brain to contemplate, question, and ideally be entertained as well, while also giving the reader control over their content experience. This holds true whether they want to skim key info, re-read parts, or call the shots in any other way.

Why Choose When You Can Have Both Types of Content?

Vlogging and blogging don’t have to cancel one another out. Nor is it about video eventually phasing…

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