Content strategy: Why the written word is still important

Content creation has officially become overwhelming. There are way too many social media platforms for your business to be across them all (nor should you be). There are also too many types of content for you to be across all of those. You keep hearing that you need a content strategy but all you want to do is put your fingers in your ears and go “la la la la”.

Does the thought of having to create videos, audio content or infographic content send you into a tailspin? It’s true for so many businesspeople and you know what they do instead? Nothing.

“But everyone says I have to come up with amazing videos now!”

“Oh god, I just can’t keep up. I don’t have the time, equipment or skills to make podcasts or videos!”

“I’m a numbers person, I don’t do graphics.”

“I wouldn’t know where to start with all these other content types.”

Sound familiar? Wasn’t life simpler when all we had to do was write material? Ok maybe, if you were inclined enough, skilled enough or had enough time to do your own writing. Or, you would hire a professional copywriter like me. But now, everyone seems to be chasing digital rainbows. Content strategy can do your head in if you let it.

Yes, some people do love consuming information in video form. Others prefer audio so they can consume it on the move. Still others are visual creatures and need short, sharp infographics to digest a message.

Writing still matters!

If all you can manage is one format, without having to take endless webinars and tutorials to learn how to figure out the countless other formats, then do that. Don’t just do nothing.

Your audience wants to hear from you and you absolutely have a message you want to get out there. Don’t be intimidated into thinking you’ve been left behind and that no one will want to bother reading your content!

“People consume content differently.”

“The number one goal is to eliminate friction for the person you’re trying to sell to.” – Gary Veynerchuk

Content superhero Gary Vaynerchuk – or Gary Vee for short – has the noblest of goals. He is an expert on content creation and content strategy; he advocates exploring and being active through multiple formats. His quote, above, is very important. Every person has their preferred way of consuming content. 

But what if you post a video and a portion of your audience has neither the time nor the patience to sit through a 10-minute video? It’s all dynamic and lovely, but for me, I always find myself wishing there was a transcript that I could read instead.

What if you got really into creating podcast content and some of your most avid followers, customers or prospects were not interested in listening to the 15-minute or half-hour episodes you created? Do they feel left out? Do you then have to provide transcripts of those too?

Is your content strategy dead in the water?

’m not saying video, audio and graphics are not spectacular content distribution tools, not at all. But here’s the clincher:

“If the barrier to you distributing content is that you are so overwhelmed by all the different options, and you present nothing, how is that helpful?”

As the man himself said, “the number one goal is to eliminate friction” and that’s what you have to do in your business too. If friction is preventing you from reaching your audience at all, stick to what you’re comfortable with. Maybe video is what you’re comfortable with, and not written content. Or maybe you’re a podcasting whiz and struggle to write. Whatever your jam, don’t let friction stop you from communicating!

Types of written content

There are tons of ways you can use written content to engage, educate and inform your audience:

  • Blog posts
  • Social media posts
  • E-newsletters
  • Case studies
  • Customer testimonials
  • Client interviews
  • Landing pages
  • White papers
  • Magazine editorial
  • LinkedIn articles
  • eBooks
  • Downloadable PDFs
  • Press releases
  • Extended product descriptions
  • Brochures/flyers/table talkers/posters

Now before you get overwhelmed again because you don’t have the time, the skills or the inclination to write your own content, remember that you can outsource these tasks to a professional copywriter. Obviously, you can also outsource the production of videos and other content formats.

Remember to only choose and use formats that suit your audience.

If you liked this article, imagine the kinds of regular content I could be writing for you! Also, please feel free to share it with others who might find the topic useful.