Even though “content marketing” as a buzzword has recently been generating a lot of new talk about blogging and how we can use our blogs toward that goal, blogging as a practice is not new. In fact, as Ben has outlined, blogging has really gained momentum over the last ten years.
Ten years ago, we were just learning about blogs. In fact, when I started my first blog in June 2001 as an 18 year old heading off to college, I had absolutely no idea whatsoever that I was building valuable skills toward a future career. I just wanted to write. The thought that companies might use blogs to attract business never entered my mind. I couldn’t foresee all the ways that we would someday use these spaces. And as for “social media,” well… it wasn’t even a blip on my radar.
Over the last ten years, as we’ve grown accustomed to what blogs can do, we’ve gotten crafty, pushing the boundaries of both the blogs and our creativity in order to provide a richer content experience for our readers. What’s so great about blogs is that they’re a mouthpiece for all kinds of information. And that information can be presented in all kinds of ways. So whether you’re sharing memes, artwork, infographics, podcasts, or charts full of data, a blog gives you a way to showcase that.
The rise of YouTube pushed the blogging boundaries a little further, giving way to what came to be known as vlogging – video blogging. Instead of writing a blog post, someone would upload a video of him- or herself talking about the topic at hand.
Suddenly these blogs weren’t just names and words. They were faces and voices, gestures and idiosyncrasies. They were real people. It was very humanizing, and quite the big deal for blogs.
Brands began to take this a step further, using video for marketing purposes, as well. This allowed people to see the faces behind the names at the company. Even if customers were on the other side of the world, they could see the office, meet the CEO, and hear the employees tell their stories.
What we’ve seen in the last few years is a convergence. Blogs have continued to gain momentum – perhaps far beyond what many expected they’d ever become. And now with video, we’ve been able to add an even greater human element to our blogs that just wasn’t quite as possible before.
But when is enough, enough?
You’ve heard it. We’ve all heard it. “Video will revolutionize your blog!” “Video will humanize your brand!” “Video will kick your content marketing into gear!”
While it’s true that there are quite a few ways to use video on your blog, we need to ask ourselves whether we know how to identify when we’ve reached our saturation point with video.
Just like our social media followers will lose interest if we’re constantly talking about ourselves, we’d do well to remember that we need to avoid monotony. Content marketing is a fabulous way to educate people and build their trust in us, but we need to invest our resources in having a content marketing mix.
Yes, video is great. And with everyone telling you how it will cause your blog to absolutely explode with traffic, how could you want to go back to just regular old-fashioned posts? But it’s important to remember that moderation is key. Anything that becomes too frequent will start to lose its impact, and that’s exactly what you don’t want for your business blog, right?
I would never advise you against using video. It is a great way to humanize your brand and breathe a bit of life into your blog. But just like any other form of content, don’t beat it into the ground. Change things up. Keep it fresh, and keep a variety of content moving. Unless your blog has always been branded as being solely about video, your visitors will expect a variety. Don’t let them down.
So let’s return to that original question. Is video killing your blog? If you’re overusing it, yes. Practice moderation and keep your blog alive and thriving.
What are some of your favorite ways to add video into your content marketing mix? Please drop us a comment and let us know. We’d love to hear your thoughts!
Latest posts by Renee (see all)
- Is Video Killing Your Company Blog? - December 10, 2012
- What Painful Junior High Memories Taught Me About Online Marketing - November 21, 2012
- A Solid Content Strategy That Will Be Right Here Waiting for You - June 28, 2012