Recently, I’ve noticed that small business owners are committing extensive time and energy in a new movement in content marketing—video.
Why the interest in video? Perhaps, because there is a somewhat glamorous element to it. Many business owners think that video marketing is the future (and that everything else will soon be obsolete).
It true that video content is becoming more and more important to the content marketing world with each passing year. For example, according to Hubspot (2018), 54% of consumers want to see more video content from a brand or business they support. And according to Animoto (2018), video is the consumers’ favorite type of content to see from a brand on social media. So, it’s become increasingly obvious that video marketing isn’t just a fad—it’s not going away anytime soon.
But wait, hold on there just a minute. Does this new development really forebode the end of times for written copy? Or does it simply constitute a new evolution of the form?
Here are three reasons why copywriting is still a vital part of any marketing strategy.
Videos need scripts.
It’s easier than ever to start creating videos for your business. All you need is a smartphone and a tripod, and viola—you have lift off.
But creating successful videos? That’s another story.
Just like any good blog or article, a successful video has to have a meaningful story with a clear beginning, middle, and end. And unless you’re doing silent or stop-motion projects, videos need a script. In fact, writing a video script is a lot like writing a blog.
There are many different types of videos, such as interviews, webinars, tutorials, reviews, brand culture spotlights, behind-the-scenes, and more. Each category has it’s own distinctive style and pacing. Marketers need to be aware of these differences and be able to adjust.
So, while it’s true that new technology has made video production cheaper and more accessible than ever, if it isn’t backed up by solid content, it’s essentially worthless. Solid content writing that motivates the viewer to take action is vital.
Video optimization is a must.
You could have all the shiny, professional video content in the world and still have no viewership. That’s why video optimization is so vital. Successful videos need a stimulating title, an accurate and entertaining description, as well as expertly-placed SEO keywords.
For example, the description is one of the most important parts of a successful YouTube video. First and foremost, a description makes your video more search-friendly. Using keywords in the description is vital to attracting the right audience to your videos. You can use analytics to find out which keywords are leading viewers to your video. If there are important themes in your video that are missing in the video’s search report, it’s probably because you never added those words to the description.
An easy description optimization strategy that I like to use is to pretend that I’m searching for my own video: What keywords would I type into the search bar? Those words should be included in your video description.
A video description should also contain a powerful call-to-action, for example, you might ask the audience to click on a link to get a free trial of a product, or to click on a link to a landing page where viewers can sign up for a newsletter. No one is going to click on a random link in your description. The link has to be surrounded by compelling copy, which gives your audience a reason to click. That’s why the best performing videos are supported by professional copy.
Copy is still relevant.
There are still plenty of people who prefer copy over video. Especially, when it comes to scanning a quick instructional article or reading a product review. Clicking on a blog is less of an investment in time than clicking on a video.
Social media posts, with or without an image, should always have a few sentences of compelling copy. It’s important that businesses maintain a consistent brand voice across their social media platforms.
And in the business to business (B2B) marketing space, written copy is still very much the norm. For example, long-form pieces like white-papers and ebooks are powerful tools for helping B2B prospects move to the next step of the buyer’s journey.
As long as humans use language to communicate, marketing will involve words. In fact, video marketing works best when it’s enhanced by solid copywriting. So, instead of trying to replace one medium with another, why not use the two mediums in tandem! In other words, instead of tearing down the old methods, let’s build upon the old methods.
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Written by Devin Odear