Video Marketing: Video Killed the Content Star?

Once upon a time on August 1, 1981, a video music channel referred to as MTV was born. Sarcastically, the first music video ever performed was “Video Killed the Radio Star.” When this first video was broadcasted, it marked a big turn in the consumption of content. This technological leap ahead signified the inevitable decline of radio’s auditory heydays. Instead, video provided both an audio and visual feast for the senses.

Video content is an unstoppable drive immediately. As a writer — whether you are a full-time marketing consultant, a moonlighting freelancer, or a content marketer at a growing group — you’re rightfully wondering the place you stand on this video lovestruck world we all reside in.

I’ve been slinging words as a content strategist for several years now. So, I can completely relate to the glimmer of dread that creeps in after watching a gorgeously branded video that makes you question your whole existence at the 1:13 timestamp.

Have content writers grow to be the washed-up radio star? Is written content lastly being killed off? Are we being unseated by video production teams? The reply is not any. So long as you keep relevant and don’t get left behind. And, so long as you understand the irreplaceable worth of content material in video advertising.

The state of video advertising… sh*t’s getting actual

Writers are a fragile bunch — emotion and empathy come with the commerce, making us the artistic geniuses that we’re. Worry isn’t a motivator for us. So, we haven’t been listening to all of the scary video advertising statistics over the past few years about video taking up digital advertising as we all know it.

Okay, so now it’s time to pay attention. Because sh*t’s getting real with video advertising in immediately’s panorama…

  • “For the fifth consecutive year, over 80% report that video is becoming more important as a form of marketing content.” – Demand Metric and Vidyard
  • “When marketers were asked how they’ll change their future content activities, 77% said they plan to increase their use of videos and 63% will increase live video.” – Social Media Examiner
  • “Globally, IP video traffic will be 82% of all IP traffic by 2022, up from 75% in 2017. Internet video traffic will grow fourfold from 2017 to 2022.” – Cisco
  • “On average, using video content has a significant positive impact on both open and reply rates. Teams that use video see a 16% increase in open rates and a 26% increase in replies.” – Salesloft
  • “94% of video marketers say video has helped increase user understanding of their product or service. 84% say video has helped them increase traffic to their website. And 81% of marketers say video has helped them generate leads.” – Wyzowl

Video advertising is occurring. It’s not a fad. It’s a development.

Video content is the social equal to being in the similar room with another individual. Profitable organizations are capitalizing on these interactive parts to draw, educate, inspire, and retain prospects and shoppers. So, how do your writing expertise match into this equation?

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how to mix writing and video

Ways to deliver written content right into a video content material venture

Video is a kind of content material, not a disruptor of content. Clearly, video content advertising can’t work without content advertising because they are one and the similar. Slightly than considering you don’t have a place in video tasks as a author, know that written content is a crucial element.

Additionally notice that it takes a village to tug off a video advertising undertaking. Collaboration between creatives is just not elective but required. Apart from the expertise and execution required on the manufacturing front by a videographer, graphic designer, and audio engineer, content material specialists infuse the undertaking with what they do greatest… creating partaking content material.


Naturally, the script you mastermind will depend on the video strategy. An explainer video requires punchy content about options and advantages for a product, or choices and relevant testimonials for a service. A video case research includes a set of interview questions that pulls out experiential highlights straight from the source, the voice of a shopper or customer.

Video manufacturing groups will lean on content writers for script creation, because they provide storytelling experience and a deep understanding of messaging strategy. As with all content advertising endeavor, the similar messaging methods apply to scripts.

  1. Keep in mind your personas: who they are, their objectives and challenges, and the way you help them be successful.
  2. Tell a narrative, even in the event you’re weaving collectively a script for some ho-hum brand (Anybody else written content for a self-storage firm? Let’s have a beer someday and speak about our feelings.)
  3. Hold the conversation middle stage as you write. Video content material is supposed to be interactive, so keep away from talking at individuals with in-your-face, market-y language.


Typically transcription is an enormous miss in video advertising tasks. Transcribing a video is a must have for repurposing content right into a blog format. Even if the video is embedded within the weblog publish, at the very least a transcription must be right under for search engine marketing brownie factors and to attraction to the diehard reading audience who will never watch the video anyway.

Should you take this a step further, video content material is incredibly rich and you may construct multiple standalone blog posts from a single video asset. Transcription is useful as you pull out soundbites and themes.

And, right here’s a bonus… Transcribing your video content is an extremely useful gizmo for working by means of edit determination lists. A video production workforce and content strategists will improve their workflows and make easier selections with a transcription. (And transcription providers are really reasonably priced. We’ve used Rev.)


A perfect example of demonstrating how video really doesn’t work with out written content material, it’s time to speak about captions. Captions are crucial for social media feeds. Individuals scan feeds without sound once they’re “supposed to be working” or need to avoid disrupting others (say, in a coffee store or airport). Captions permit your message to be heard by anybody, regardless of the place they are.

Increase your hand for those who’ve seen dangerous captions earlier than. Automated know-how is a present and a curse typically. Having human content material writers or editors concerned in the captioning step is a brilliant strategy. A combo works properly right here. Know-how does the heavy-lifting with some automation, then a detail-oriented wordsmith keeps an eagle eye on the video content during the last modifying levels.


A video that fails to move somebody to take action is just not a superb content material funding. Video is the costliest sort of content material to supply, so you need to squeeze every thing you possibly can out of it. The call-to-action is where written content material plays a key position.

Click on-worthy thumbnails entice somebody to observe. Visuals with text overlay throughout a video information the viewer as you tell your story. The aim is to keep them watching all the means via, then drive engagement and conversions. A robust CTA message ought to be current all through a video.

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YouTube is a crowded place today, displaying no signs of stopping. By 2021, the on-line viewing viewers is predicted to be a cool 1.86 billion. That’s up from 1.47 billion in 2017 in case you have been questioning.

Number of youtube viewers 2016 2021

Knowledge supply: Statista

To wave your vibrant branded flag on YouTube, an excellent video gained’t suffice by itself. You need sensible copy and CTAs to help that video asset. Titles, descriptions, and tags play necessary roles in the algorithmic equation. They need to be written with care, on-brand but in addition optimized for YouTube’s search algorithms.

search engine optimization

YouTube has commandeered substantial real estate on the web, however not all of it. For individuals to see that tremendous video you created, they want to have the ability to discover it first. So, here is yet one more place where written content helps a video challenge get higher results… search engine optimisation.

“Time on page” is certainly one of many search engine marketing ranking elements and video helps tremendously with maintaining individuals amused and interactive on your website. From key phrase concentrating on to the strategic creation of URLs, web page titles, meta descriptions, and on-page content, optimized content is important for the final success of any video advertising venture.


After the video masterpiece is full, it’s time to share it with the world. And, I really imply “the world” because you need to distribute this video E-VERY-WHERE. Once more, written content swoops in to save lots of the day with video content distribution efforts.

Distribution of videos means content, content material, content: blogs, social media posts, emails, web site pages, and the aforementioned YouTube descriptions. As you possibly can see, there isn’t any shortage of content creation that needs to occur with video tasks.

It’s the content that makes the video…

…not the other means around.

Apologies prematurely to the gluten-free audience here in the present day, however hear me out: Video is the car, the bread supply truck if you’ll. Content is the bread that feeds someone. The design, visuals, and writing are the components.

A video may be eye-catching, but what if the storytelling is weak? You’ve seen it earlier than. A flashy video distracts you whenever you’re poking round someone’s web site. When it ends, you pause, say “meh,” and transfer on. The video doesn’t stick to you as a result of it lacked conversational heat.

To distill the definition of content down to at least one phrase: content material equals dialog. Video content material ought to inform an enticing story that elicits a connection from an viewers. For those who’re a author, you possibly can change your destiny and avoid turning into the washed-up radio star. Know your value in a video advertising technique and convey your expertise to the desk.