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Video Marketing Versus Content Marketing

Updated: Nov 28, 2022

We've all heard the phrases "video marketing" and "content marketing," but what do they really mean? And are they different types of marketing? Read on for our breakdown of what each of these types of marketing are, how they differ, and why they both can help your small businesses grow.

content marketing vs video marketing

1) Content Marketing is centered around text and blogs

Content marketing encompasses all digital marketing but is centered around text: blog posts, newsletters, newspaper articles, social media posts, etc. It is often a less expensive way to market because written content does not need any extra equipment and has a fairly short turnaround time in its creation. Businesses use content marketing with static posts on Instagram, weekly newsletters to their mailing list, or with blog posts. Blog posts are a great way to boost SEO on your website. But the real magic happens when you combine content marketing with video marketing.

2) Video Marketing uses videos to connect with audiences

Video marketing uses specific video that connects with your audience, and can be paired with content marketing. Video marketing is another way to help your audience connect with your brand and your services. For example, a blog post (content marketing) can contain a more specific video within it (video marketing) so that the audience more deeply understands the content in a holistic way. Another example of video marketing would be for a real estate agency to make an introduction video of their realtors so potential home buyers can get a deeper understanding of the people who will show them houses and help them find their dream home.

Videos also have a higher chance of going viral, so while making video content takes more time and money, it also has a higher return on investment. Surveys show that video has a lifespan of 4 years. Small Biz Trends found that 92% of mobile video consumers share videos with others. They also show that social videos get 12 times more shares than text and images combined. According to OptinMonster, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

You can add video marketing on your own website and to your emails or newsletters. YouTube is a great website for video marketing, because everyone there is looking to watch videos. But, you can use video marketing with any digital or social channel your business has access to. That includes your own website, your email list, and social media platforms such as Instagram, Facebook, or TikTok.

The more easily accessible and shareable a video, the more likely you are to introduce your brand to people outside of your existing audience and customer base, so you'll build a wider community for the products and services you offer.

3) 53% of consumers want marketers to make more videos

Content marketing has been around a long time, and there is an over-saturation on the web to prove it. Consumers want more videos because they are easily consumable and highly shareable. With smartphones leading the way into our pockets, people can access videos at the tip of their fingers at any time of day. In fact, 72% of customers said they would rather learn about a product or service through video, according to OptinMonster.

A whopping 96% of people have watched an explainer video to better understand or learn about a product or service before they purchase. Video marketing helps a potential customer connect to the product, understand the product, and see how the product serve them. As video consumption continues to rise, consumers will continue to connect and engage with videos created by businesses.


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