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Sportswriters, Don’t Give Up Game Recaps for Social Media

I was listening to a recent episode of Jeff Pearlman’s Two Writers Slinging Yang, and his interview with Langston Newsome, a sportswriter with the Columbia (Missouri) Tribune. Jeff talks to sportswriters and other writers about the art of writing and state of journalism.

In this episode, Jeff and Langston discussed the need for game recaps — also called “gamers” in the sports journalism biz — and whether there was a need for it.

Langston said he thought gamers were worthless because “I’m not reading the 600-word gamer on any site anymore.”

Black and white image of a journalist. This is how I imagine old-timey sportwriters looked, pipe clenched in his teeth, holding an old style phone.
“Stop the presses, Jimmy! I got the scoop of the century!”
The need for gamers is an ongoing discussion in many sports departments, as sportswriters and editors struggle with whether they need to write a recap of the big plays and turning points in each matchup, or whether the networks’ and teams’ Twitter, Instagram, and YouTube accounts are filling the gap and shoving traditional gamers to the side.

As a social media professional, I can tell you that social media is not the panacea everyone thinks it is. As much as we think this is an online digital world, and we can do away with things like newspapers, libraries, paper books, and even sports gamers, we can’t. We still live in an old-school world that relies on old-school methods and old-school channels of communication.

Not everyone watches games live; they still want to read about what happened. Maybe they don’t live in the area where the game is broadcast. Maybe they don’t have cable. Maybe they had two games they wanted to see.

Not everyone pays attention to teams’ social media; they don’t see the updates that are happening in real time. Maybe they’re at work. Maybe they don’t follow the teams’ social accounts. Maybe they don’t have social media themselves.

Not everyone is online in the first place; they don’t have the ability to see those updates when they’re happening. Maybe they can’t afford a smartphone. Maybe they don’t have Internet access. Maybe they’re seniors who don’t want to deal with the Internet. (These are your biggest newspaper readers, and they’re part of the biggest demographic in the country; 97 million people born between 1928 – 1964.)

Sportswriters, don’t give up on gamers. There’s still a need for them, just as much as there’s a need for analysis and features.

Gamers are glimpses into the past, social updates are real-time, have-to-be-present highlights.

Gamers can focus on some of the smaller plays and interesting facts, social updates only focus on the big, big plays, not the little things.

Don’t Abandon the Old-School Just Yet

One of the favorite digital marketing stats that gets bandied about is that roughly 50% of the country never reads a newspaper. But that means that roughly 50% of the country still reads a newspaper, even if it’s once a week, even if it’s online.

According to a Statista.com report, as of May 2017,

  • 54% of people 60 years and older read a print newspaper at least once a week.
  • 44% of people between 30 – 59 read a print newspaper at least once a week.
  • Only 28% of people between 18 – 29 read a print newspaper once a week or more.*

* These are the people to gear digital news toward. They’re the ones looking at game highlights online and following teams’ social media accounts.

While the need for gamers may eventually go away, that day is not today. There are still plenty of people old enough to keep reading newspapers — there are 72.56 million Baby Boomers in the U.S., people born between 1946 – 1964 and another 24.44 million born between 1928 – 1945 — and they’re not embracing digital.

So sportswriters should keep writing gamers for as long as there’s a need and an audience. Don’t go by your own viewing and reading habits to determine what’s acceptable and wanted by 97 million other people in this country.

Besides, gamers help you become a better writer in the long run.

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Social Media for Seniors: Find The News You Want

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. My friend, Daniel Bell, is an up-and-coming copywriter based in Orlando and has written a few blog articles I’ll include on this site.

You can do a lot of things on the Internet. Play games with strangers around the world, check e-mail, take an online class, laugh at funny videos. But most seniors do not want t get wrapped in all of that. They’re keeping up with family on Facebook, but that’s about it.

So what if you wanted to get your favorite news, whenever and wherever you chose, in the places you want it?

Here are a few tips on how to make that happen:

1. Open A Social Media Account

The first thing is to learn is what a social network is: It’s basically a site where you can share, read and search public information. You can also interact with people both privately and publicly. You’ll have the ability to do this once you have created your own profile with your own information about yourself.

According to Elise Moreau, a social media expert and contributor to Lifewire.com, the top 5 social networks that people use are Facebook, Twitter, Youtube, LinkedIn, and Instagram. Every one of these can be accessed through a laptop or a mobile device. You can use a website or even the network’s own mobile application.

Every site is easy to join and they have help right there to help you get started. Just follow along and you’ll be fine.

2. Follow Your Favorite News Stations

News stations are constantly sharing breaking and slower news online. And because people love to use social media, news stations have created their own profiles that people can follow. It’s a great way for people to see what news they have first before anything else. And you can build your entire social media stream to contain nothing but news.

For example, let’s say you wanted to follow your favorite news station on Facebook. I live in Orlando so I might want to look for the local FOX station.

On Facebook, you would need to search in the Facebook search bar, like this:

Social media for seniors: Facebook search bar, looking for WOFL Fox 35
Facebook search bar, looking for WOFL Fox 35

After you press enter, you will see the top results. More than likely, the top one will be the news station you’re looking for, like this:

Fox 35's Facebook results
To actually get the content the station posts on their Facebook page, you need to click on the “Like” button.

Repeat this for as many news sites as you would like to receive the news from, and any time they post news stories, you’ll see them.

You can do the same thing on Twitter, although you would click the Follow button instead of the Like button. Search for your terms in the Twitter search bar, and visit the profiles that come up.

Social Media for Seniors: The WOFL FOX 35 Twitter account.

Understand What Trends Are

A trend is something that is widely mentioned or discussed on the Internet, especially in posts on social networks. Basically, a trend is a topic that is popular on the Internet at the present time. It could be a sporting event like March Madness or the World Series, or a particular political event or current event.

Breaking news is a good trend to follow, because random stations will post their own #BreakingNews hashtags. You can get news from all over, and you don’t have to follow any particular stations to do it.

If you put #breakingnews (don’t forget the #) in the search bar of your favorite social media sites, different profiles that post breaking news with that hashtag will appear. You can search for it occasionally and see what new news is coming up, and it’s like having your own 24-hour breaking news newspaper at your fingertips.

There’s a lot more to the Internet than just searching for news, but this is a good way to get started, to keep up with what’s happening in the world, and to learn how you’re going to use it all so you can navigate it and see what it has to offer.

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Stop Selling to Me on LinkedIn

Are you married? When you first met, did you walk up to your prospective spouse and just pop the question?

Or are you in a long-term relationship? How did you start it? Did you say, “How would you like to form a long-term relationship? My strengths are that I have good manners, love my mother, and am kind to dogs?” And then did you follow that up with a list of past significant others who can vouch for your good character?

Of course not! That’s clearly no way to enter into any kind of relationship.

But when people connect with me on LinkedIn, it turns me off when the very first thing they do is ask if I need their web services, followed by a 500 word explanation of everything they can do, the companies and projects they’ve worked on, and a request to hop on the phone for a 15 – 30 minute conversation about what they just sent me.

(Not to mention that every message looks nearly identical. They’re either all copy-pasting each other’s sales pitch, or it’s just one company creating thousands of profiles with the same message.)

Oh, I know, I know. Some of you are saying: “Hey, it works. We get clients this way.”

Can of Spam. This is what you're sending people on LinkedIn if you pitch them without starting a relationship.I’m sure you do. And there are stories where people agreed to get married after just one date. In fact, there’s a TV show where people agree to get married the moment they meet. That doesn’t make it a sound strategy for building a long-term relationship.

And neither does you hitting me up about your services the very instant I accept your connection request. It’s rude, presumptuous, and desperate. I ignore the people who send me those messages. Maybe I’ll tell them “no thanks,” but usually only if they insist on repeating the same request a couple weeks later — you know, in case I missed it the first time.

The practice is so pervasive that I get at least two of these a week with the same copy-pasted sales pitch all asking for my hand in business marriage.

Part of my problem is that I can’t just refuse to accept people’s connection requests. I’ve written a few social media books, and people often connect with me after reading them. So I don’t want to be a jerk and snub a reader, but it’s getting harder to accept a request because I just know I’m going to get burned.

I can usually spot most LinkedIn spammers though. They tend to have a title that says “Business Development.” They live in a city or country that I have never been to or rarely visit, and yet they’re connected to 5 – 30 of my friends. And they usually work for some sort of web, SEO, or marketing agency.

I stopped accepting connection requests from people who fit that profile because I know what will be cluttering up my inbox 24 hours later.

More importantly, I’ve begun disconnecting from people who spammed me with their first message.

LinkedIn is for serious business connections, not a way for lazy salespeople to spam other people they’ve never met. And that’s what you’re doing: spamming people.

The only difference is you’re calling it business development and you’re (hopefully) doing it by clicking on the mouse yourself, instead of using the automation software that’s infected Twitter. I don’t care if you think it’s not spamming, or you tell yourself that you’re special and you’re not doing what those other people are doing, because you totally are.

You’re sending the same unwanted, unasked-for crap we get in our email inboxes. The only difference is you’re doing it on LinkedIn as if that somehow makes it okay.

Not only do I disconnect with these people, I will also occasionally report them to LinkedIn by clicking the “I don’t know this person” link or marking them as spam. If enough people do it, their account will be suspended or even terminated. And then maybe they’ll get the hint that this isn’t acceptable.

If you’re one of those people who uses LinkedIn instead of the phone to place your unwanted cold calls, why don’t you try some relationship building first? Start a conversation with people. Find out about them first. Don’t try to close the deal on the first date, don’t try to propose entering into a business relationship the moment you meet someone.

And I’ll make you another deal. If you buy a copy of my book and email me a photo of you holding it, I’ll agree to a 15-minute phone call with you about your company. Because if you’re going to make demands of my time without actually investing anything into the relationship, then I’m going to make a demand of my own.

Put your money where your mouth is. Invest in the relationship first, and then we’ll talk about what your company does.

(And then read the book. Maybe you’ll learn a better alternative to the “Married At First Sight” strategy.)

Photo credit: Qwertyxp2000 (Wikimedia Commons, Creative Commons 4.0)

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Ten Social Media Promotion Tips for Audio Drama Creators

I belong to an Audio Drama group over on Facebook, and the question came up about “how do we promote ourselves?” As a long-time audio drama writer and fan, this is something I’ve talked to other theater troupes about, as well as authors, musicians, and visual artists.

Since most (i.e. none) audio theater groups have a budget to do a lot of advertising, doing a little DIY personal branding is going to make a big splash. It will help you find an audience, grow your network of listeners, and by cooperating with other groups, help you cast a wider net to find audience members who are already interested in audio theater as an art form.

Here are ten things you can start doing to grow your audience.

Decoder Ring Theatre cast - Audio Drama creators from Toronto, Canada
Cast of Decoder Ring Theatre, an audio theatre company in Toronto. They produced a few of my radio plays several years ago.
  1. Appear as guests on other podcasts. We are in the golden age of podcasting. The people who are going to listen to your podcasts are the people who already listen to podcasts. So find a way to get interview spots on other people’s podcasts to talk about your work. Check out iTunes and Stitcher for writing podcasts, theater podcasts, horror fiction and comic book nerd podcasts, etc. Reach out to those people and ask them if you can be a guest on their podcast. For example, I’ve been on Park Howell’s Business of Story podcast twice to talk about writing and storytelling. Who better to talk about how storytelling and podcasting than a bunch of audio drama actors? (Tell him I sent you.)
  2. Advertise on Facebook. Set up a Facebook advertising account and create ads to appear only to specific people who fall within a certain age range, gender, family status, work status, and so on. Figure out who your Typical Listener is (soccer moms in their 30s, college students, etc.), and start targeting people who fit that persona. Write some ads, set a daily budget of a couple bucks, and then post the ads. Be willing to spend $40 – $50 per month for 3 months as a test.
  3. Set up a co-operative catalog company. Not actually a company, but just a clearinghouse website that contains all the different audio dramas out there. Everyone who’s involved chips in a few bucks, and that’s how you pay for the Facebook advertising. Advertise that company, rather than individual productions, and you can advertise longer, reach more people with diverse interests, and increase each other’s audiences. Plus, a website this big (possibly with a blog) is going to start winning Google searches for keywords like radio theater, audio theater, and so on.
  4. Create an email newsletter. You can either create your own email newsletter, or create one for this co-op website. Feature one or two audio dramas per issue. Everyone who’s a fan of ANY of the dramas can subscribe, and then you’re reaching a combined audience of everyone’s listeners. (I recommend MailChimp, because they have a free option.) If you start your own newsletter, it’s still a good idea to feature other favorite audio dramas in addition to your own work. Do that for each other, and introduce new artists to your audience.
  5. Do giveaways for fans, and ask them to share your work. Hold random drawings for sharers, and give away small prizes. Ask them to share your new episodes and other content with their own social networks, especially Twitter and Facebook. Give prizes for the most creative, the biggest reach, and so on.
  6. Advertise each other’s work on your own podcasts. At the end or in the middle of an episode, during a “commercial break,” play a preview of someone else’s show. Sort of like Amazon’s, “People who like this also bought X” feature. People listening to your podcast may also like this other podcast. Again, do this on a cooperative sharing model, where you create a “ring” of advertisers. A shares on B, B shares on C, C shares on A, etc.
  7. Build a Twitter following. Do a basic Twitter search, and find your Typical Listeners. They’re the ones talking about horror movies or superhero adventures, or whatever you’re producing. They talk about it in their bios, or they talk about it in their tweets. Follow those people, and then put them in a Private Twitter list that you watch daily. Talk to those people, respond to their tweets, answer their questions. Build relationships with them. They’ll want to support you because you’re Twitter buddies.
  8. Follow certain #hashtag topics on Twitter. Is there something happening in the news that ties into your audio drama? Set up a column for that particular term and see if there are any tweets you can respond to. (Use Tweetdeck to easily see and respond to your lists.) Then, when it seems appropriate and not creepy, respond to a tweet with your own. Don’t be ham-handed and say, “Oh, we wrote an audio drama about that. Here it is!” Rather, just participate in the conversation naturally. If people are interested in you and want to know why you’re interested in the subject, they’ll check out your Twitter page. Hopefully you’ve got your audio drama and the website in your Twitter bio.
  9. Don’t forget the visual element. Audio drama may be for the ears only, but if you can add a visual element to your work, do it. If you do live recordings, create a video of those, and post them to YouTube. If you ever perform live in public, share it on Periscope or Facebook Live video. Take photos of people creating the audio drama, and post those to your Instagram account and Facebook, and turn those into stories. And if you’re a fan of the old radio technology, take photos or find others, and post those to Pinterest. Your content may not be for the ear, but there’s still a visual element worth sharing.
  10. Write audio drama reviews. Whether you post it on your own blog, or even if you started the co-op company in #3 and blog for it, review other audio dramas. These don’t have to be critiques and criticism, as if you’re a movie critic. Rather, write a review, where you discuss things that happened, what you enjoyed, etc. (Remember, you all know each other, so don’t be an a-hole!) Publish those reviews as guest articles in as many places as you can too, where others can read them.

The Branding Yourself cover. Cover design is just one important facet of writing books.If you focus on just two or three of these items, you can expand your audience of listeners and fans. Then, just be sure to use Google Analytics to measure traffic to your website, Twitter analytics to see how your audience is growing and how they’re engaging with your tweets, and then your podcast analytics to see if any growth there coincides with your new social media efforts.

Want to know about artist branding and social media promotion? Check out my book,Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself. The book is now in its third edition, and is published by Que Biz-Tech, an imprint of Pearson Publishing.

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Twitter Verified Self-Proclaimed White Supremacist

Twitter verified a Nazi yesterday.

You know those little blue checkmarks some people have next to their Twitter handles? That basically “verifies” that yes, this person is at least semi-famous. Or is someone of “public interest.”

A few years ago, when the Verified symbol first showed up, only celebrities had them. Movie stars had them. Rock stars had them. Professional athletes had them. Big-time authors had them.

Basically if you had a little blue checkmark next to your name, it meant you were someone famous.

Then, less famous people started getting them. Journalists of national publications got them. Radio DJs got them. Local TV anchors got them.

And soon after that, not-really-famous-but-you’ve-maybe-kind-of-heard-of-them people started getting them. Scott Monty (@ScottMonty) got one, partly because he’s been a big name in social media for years, partly because he’s a well-known Sherlock Holmes podcaster, but mostly because he was in the public eye as Ford’s social media manager for years. Other local journalists got them, novel authors, and small business owners.

Even people who have over 100,000 followers (that they most likely got through cheating) but haven’t even published 10,000 tweets are Verified. (I know, because one of them followed me yesterday.)

I, however, am not.

I’ve struggled with whether I even want the little blue checkmark. On the one hand, it seems rather needy and high school-ish, like jumping on the latest fashion trends because all the cool kids are wearing them. On the other hand, I never did what the so-called “cool kids” did in high school because I thought they were morons.

My good friend and book co-author Jason Falls (@JasonFalls) is not Verified. He thinks it’s stupid. And I mostly agree. It just seems so needy and insecure to try to fit in with the cool kids, because the cool kids are by and large insufferable asshats.

Still, it would be nice to have. There’s still a small part of me that wants that little blue checkmark, because it would be so validating. Like what I did was important. And in the public interest.

But I don’t have it.

Twitter verified this white supremacistOh, it’s not for lack of trying. I applied for it a few weeks ago. I cited the four books I co-authored — including Branding Yourself (which has a whole chapter on Twitter), No Bullshit Social Media (which mentions Twitter constantly, and was a groundbreaking social media book in 2011), The Owned Media Doctrine, and of course, Twitter Marketing for Dummies (which I “ghost co-authored” in 2009).

I also mentioned my newspaper humor column, which I have written every week for the last 21+ years.

And I mentioned that I was the 2016 Jack Kerouac House writer-in-residence.

But it wasn’t good enough. I received a rejection email that didn’t actually explain why I didn’t get it. That’s fine. I can deal with that. Maybe my books aren’t famous enough. Or they were all written more than four years ago (although the third edition of Branding Yourself dropped this month). Or that nearly all the 10 Indiana newspapers that publish my column are weeklies.

Or maybe it’s because I’m not a white supremacist.

Because Twitter verified Jason Kessler, the self-professed white supremacist who organized the Charlottesville white supremacist rally that left one protestor dead.

They verified him, and Twitter went nuts and started tweeting to Twitter’s CEO @Jack Dorsey in protest.

Am I bitter that I wasn’t verified? No. Am I angry? No. Am I annoyed that a Nazi was verified before I was?

Sure, a little bit.

I write books that help people find jobs. I write books that help businesses be more successful. I write newspaper columns that make people laugh. I don’t try to oppress people, denigrate minority groups, organize violent rallies, or joke about the death of a protestor and call her “a fat, disgusting Communist.”

I mean, if you were to ask people who should be verified I would hope “four-time non-fiction book author” would rank somewhere above “white supremacist Nazi dirtbag.”

Doesn’t that make sense? That someone who contributes to the betterment of society would be slightly more worthy of verification than someone who calls for the wholesale genocide of an entire race of people?

I mean, I know I’m old-fashioned, but I figured helping people succeed was more noble than joking about their deaths.

At the very least, Twitter, don’t verify this guy. Remove the verification. I don’t have to have it. In fact, I don’t think I want it anymore. If you’ve granted it to something you find on the bottom of your shoe, I don’t want it.

But for God’s sake, don’t give it to someone who promotes hate and genocide. I thought you were better than that.

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Don’t Ignore Written Content Marketing for the Sake of Video

Marketers everywhere have begun singing the praises of video so loudly, they sound like Oprah at Christmas.

“You need a video! And you need a video! Everyone needs a video!”

Sure, it’s the new and exciting way to share information. Everyone who’s got a mobile phone has the means for creating, distributing, and watching of all sorts of video content. I watch Netflix while I eat breakfast. My kids watch comedy videos throughout the day. And we’ve all used YouTube as a search engine to solve a problem — I changed out my air conditioning filter a few weeks ago, thanks to a South Korean video.

Except video is not, and should not, be the final word when it comes to content marketing.

The written word should still get most of our attention as content marketers. If you’re going to add video to your marketing efforts, then you need to increase your overall content marketing creation. Don’t replace written content with video content and hope for the same engagement rates.

For one thing, gathering information by video is time consuming. If people want to do a lot of research about a major purchase, videos will help, but your customers still want written specs, performance details, and product information. And they want to be able to look details up quickly, rather than watch 87 minutes of video to find one specific detail again.

(Think of it this way: if you want to know the horsepower of your car, are you going to Google it or watch a 10-minute product video and hope you catch it?)

For another, video viewing is not going to replace reading. We’re not going to stop reading books in favor of watching someone read them to us on video. If that were the case, the audiobook revolution would have been massive, and brought about a faster end to bookstores.

We’re also not going to stop reading news articles online in favor of videos of those same articles being read to us. And before you say “but TV news!” keep in mind that most individual news stories only get 20 – 30 seconds of airtime. And that there’s also a more thoroughly written version of each story on a news channel’s website.

In other words. . .

Video Will Never Replace the Written Word

A shoulder-mounted RCA VHS video camera. Not suitable for video content marketing, no matter what happens!
I used one of these in high school. We thought we were hot stuff then!

So before you outfit your entire company with GoPros and YouTube accounts and flood the world with your video masterpieces, consider these four problems with video.

1) Most of us do not do well speaking off the cuff in front of an audience. We stammer, stutter, and lose our train of thought when we’re having a normal conversation, let alone if we’re in front of an audience and are not 100 percent prepared. And there are a lot of videos where people just hit record and started talking.

Don’t believe me? Pick a topic — how the original Star Wars trilogy is an allegory for today’s American political system — and record yourself talking about it for five solid minutes.

“But that’s not how I’d do it!” you protest. “I’d prepare and practice and make sure I got everything down just right.”

I know you will. Which means it will take 4 – 6 hours to produce a five-minute video. Now squeeze that time into your normal workday of meetings, writing TPS reports, and doing your actual work.

Meanwhile, I wrote this blog post, including edits, in about 90 minutes. I could write four blog posts in 6 hours.

2) A visual element is not always helpful. A lot of video content is just talking head videos of someone straight staring at their camera, usually on their laptop, and talking to us for three to five to ten minutes at a time.

Why the hell are we watching this? What are you actually doing that’s so interesting that I need to stop everything I’m doing and stare at my phone to watch your mouth move?

Are there graphics? No. Special effects? No. Is their kid going to run in and do something awesome? No. It’s just that person’s head, talking, for several minutes without doing anything else.

This is an inefficient use of your viewers’ time. Your video can easily be replaced with an MP3 and nothing will change. There’s no actual visual value that requires the amount of focus we usually put into video viewing. This information could be shared in a podcast or a blog article instead, rather than us taking the time to watch you talk.

I started listening to the audio tracks of TED talks for this very reason. When I realized the talks are usually nothing more than someone standing on a stage with a few slides, I found I could listen to them in the car during my commute. Nothing changed, the information wasn’t any different, and my life wasn’t better or worse for having done it.

Here’s a good rule of thumb: if we can listen to your video without missing anything important, you didn’t need to make it a video. Consider making a podcast instead.

Photo of F. W. Murnau, noted German film director.
Photo of F. W. Murnau, noted German film director.

3) A lot of videos have poor production values. Most mediocre video content is usually shot on a mobile phone, and it shows. The lighting is poor, or the lens is dirty, or the person forgets and holds the camera vertically, so we all have to turn our heads 90 degrees just to see what’s going on.

And the sound is all tinny, like the speaker is in a giant coffee can, or sitting in the bathroom 20 feet from the microphone.

If you want to make good — and I mean good videos, not just “barely acceptable” ones — you need to invest in a good DSLR camera, a decent lavaliere/lapel microphone, and a tripod. And you need to get very good at using them. That means hours of practice, learning how to use the equipment properly.

Sure, you can make an okay cell phone video, but if that’s your company’s video marketing strategy, just shut the business down now and send everyone home. Otherwise, you need to hire a dedicated staffer whose sole job is to make videos, or you need to outsource your video production work to professional video marketers who know how to do this kind of thing quickly and efficiently. (For one thing, they can produce your 5-minute video in an hour or two.)

4) Short videos are inefficient. This is the biggie: The average person speaks at 100 – 150 words per minute, but the average adult reading speed is 300 wpm. (It’s also 450 wpm for the average college student, and 575 for high level executives).

That means a 300 word video will take 2 – 3 minutes to watch, but your average customer can read that same 300 word article in 30 – 60 seconds. Meanwhile, your college student will read it in 45 seconds, and your executive will read it in nearly 30.

This article clocks in at roughly 1600 words, which should take approximately 5 – 6 minutes for the average person to read (3+ minutes for our average college student, slightly less than 3 for our executive). But if I read it to you in a video, you’ll have to watch it for 10 – 16 minutes.

Now, imagine reading 12 1000-word articles in your favorite business magazine versus watching 12 videos of the same word count. That’s 24 – 48 minutes of reading versus 120 minutes of viewing.

Videos are great if you can add strong visual elements to them, like Moz’s Whiteboard Friday videos. There, Moz president Rand Fishkin lays out the latest research and developments in search engine optimization, using a whiteboard to illustrate his point.

But without the whiteboard, he’s just another Wil-Wheaton-with-a-handlebar-mustache lookalike talking to a video camera, and the information is much less enjoyable to watch or easy to absorb.

Bottom line: I don’t want to watch someone talk to me for 5 minutes when I can read that same block of text in less than 2 minutes. Combine that with bad production values, poor sound, and lots of hemming and hawing, and you can understand why “Just flip on your phone’s camera and start talking” is bad advice.

By all means, use video in your content marketing. It’s important, it’s helpful, and it’s the wave of the future. But just for God’s sake, do it right! Get proper equipment, learn how to use it, and write scripts of your talk beforehand. Practice and prepare. And if you need to, join a Toastmaster’s club and improve your public speaking.

Just don’t half-ass your video content because someone told you it was as easy as putting your phone in selfie mode and talking into it.

When it’s done properly, video content is a beautiful sight to behold: explainer videos, demonstration videos like Will It Blend, or even entertainment videos, like JW Marriott’s amazing “The Two Bellmen” series. Even videos of you giving a talk at a conference are great uses of video.

But don’t expect video content marketing to replace written content marketing anytime soon. Don’t fire your copywriters and replace them with GoPros and Quentin Tarantino wannabes.

Video will expand over the coming years, and we’ll be able to make it look better more easily and for less money, but don’t stop focusing on improving your writing skills or your written content.

Photo credit: Darian Hildebrand (Wikimedia Commons, Creative Commons 3.0)
Photo #2 credit: Subject: Friedrich William Murnau (Photographer unknown. This photograph is in the public domain in the United States and Russia.)