Why the content marketing future is NOT in video

By Mark Schaefer

A friend and I were recently discussing the many forecasts of video content taking over the internet.

“I don’t see it,” he said. “Personally I am not a big video content consumer. My son and I will be sitting at the table eating breakfast and looking at the sports page. I’ll be reading a story about the game and my son will be watching videos about the same game. I don’t see myself ever doing that. I’m a reader.”

Of course this is simply one data point, but there is a powerful lesson here: People differ in the way they consume and absorb content. And that’s why video content is NOT going to overwhelm the internet as some people are projecting.

Let’s unpack that idea today.

Hard-wired for content

Who knows? Maybe it will be true. But that doesn’t mean that 95 percent of the content consumed on the internet will be video. There are certain groups of people who simply don’t prefer that method of learning.

Teachers have long known that students learn in four different ways:

  • By reading
  • By hearing
  • By observing
  • By doing

Everyone has some pre-disposition toward these content preferences that is hard-wired into our DNA. It is so powerful that at times it even precludes us from learning in any other way.

For example, I had a reader of this blog beg me to transcribe the Marketing Companion podcasts. “I simply can’t listen to podcasts,” she said. “I can’t absorb content that way. I know you have a lot of valuable content on your podcasts but the only way I will get it is if I can read it.”

Similarly, I have never listened to one audio book. I simply can’t pay attention to audio content even though I know audio books are booming and incredibly popular. I am not an audio learner.

Hitting the wall

The reason these content forms have been growing so much isn’t because consumer preferences have changed, it’s because these learning dispositions have been under-served for a long time.

Even a few years ago, producing a video for the internet was complicated and expensive and podcasts were nearly non-existent. Now anyone with a smart phone can stream instantly and video-oriented learners are eating this up. Same with podcasts.

For a long time most web content was text-based. So the content balance is shifting to better reflect consumer content preferences.

Virtual reality will probably usher in entirely new content forms that will allow people to learn by doing. But this doesn’t mean the death of videos or podcasts. It just means those who learn-by-doing are getting the content they need to be happy and the content world is re-balancing.

Implications for you

If you’re a big business with lots of resources then yes, by all means cover all the bases. But if you’re a small business or entrepreneur with limited resources, how do you decide what kind of content to produce? Should you try to appeal to every audience and every learning type?

I think the answer is very simple. Follow these three questions:

1. What content form brings me joy?

2. Where can I maneuver?

3. Where is my audience?

But here is a key idea: If you’re resource-constrained, don’t try to do it all. Pick one content form and do it well for at least a year before thinking about diversifying. Stay focused, build an audience, become a master at that one content form.

It’s true that if you choose video, you might miss a “reader” audience, or if you blog you might miss an “audio” audience. With constrained resources, I think it’s a better decision to serve a smaller audience well than serving a larger audience with an effort that is diluted from trying to do too much.

Don’t let guru-fear rule your decisions. Let good business sense guide your content strategy and consider your strengths, your competitors, and your audience.

What are your thoughts on this idea?

Mark Schaefer is the chief blogger for {grow}, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

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Originally published at www.businessesgrow.com on September 11, 2017.

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.