As a video content creator, you’d think I’d be all-in on the shift toward video marketing. But here’s the irony—I’ve had incredible success with my written weekly articles, building my reputation as a local expert over the last three years. Now, after doing my own post summer number review, I’m facing a dilemma: do I continue to focus on the written word, which has served me well, or embrace the growing demand for video? It’s a challenge many business owners face, and finding the right mix between the two has been a tough balancing act for me.

The local businesses I work with have different needs than those on a nationwide scale. So, how do I balance the clarity and depth of long-form writing with the rapid shift toward video content?

1. The Power of Written Content: Why It Still Matters

• Written content allows for a deeper exploration of ideas. I’ve found that writing these newsletters helps me organize my thoughts clearly. Each article not only delivers value to my audience but also sharpens my own understanding of the topics I cover. LinkedIn provided a powerful platform but I have always felt my Meta feeds suffered. I too have to balance my resources.
• Benefit for local business owners: Many of my local clients appreciate the thoughtful analysis that can’t always be conveyed in a quick video. The written format offers an evergreen reference that they can come back to, which is particularly valuable for subjects that require explanation or detailed steps.
  

2. The Push to Video: The National Shift and What It Means for Local

• There’s no denying that video is the future—on a national and global stage, video marketing is the dominant medium. Short videos capture attention fast, and platforms like TikTok, Instagram Reels, and YouTube Shorts are tailored for quick, impactful messaging.
• Challenge for local business owners: While video is king, not every topic or message translates easily into a 30-second clip. Local business owners may need more context than what video can provide, and the fleeting nature of video may not always suit longer, more nuanced topics.
  

3. The Hybrid Approach: Using the Written Blog as a Jumping-Off Point for Video

• Here’s where the balancing act comes in. The idea of using these newsletters as a jumping-off point for short videos has its appeal. The written content could serve as the foundational deep dive, with the video used to summarize, tease, or highlight key takeaways.
• How this might look: A well-structured newsletter could spawn multiple pieces of video content. Each concept or section of the article could be condensed into bite-sized videos. This way, the audience that prefers quick, digestible content can engage with the videos, and those who want more depth can turn to the full article.
  

4. Connecting the Dots: Tying Video and Written Content Together

• The beauty of today’s platforms is that you don’t have to choose one over the other. I can use the newsletter as the groundwork, and then create short, engaging videos that link back to the full article. Think of the videos as trailers for the newsletter.
• A possible workflow:some text
  1. Write the newsletter as usual, making sure the content is packed with insights.
  2. Create a short video (30-60 seconds) that touches on the most interesting part of the newsletter.
  3. Include a call-to-action in the video that points back to the LinkedIn newsletter for those who want to dig deeper.
  4. Use the newsletter’s analytical feedback to see what sections resonate the most—this can guide future video content.

The Best of Both Worlds

The question isn’t whether to choose between written or video—it’s how to make both work for you. The written format helps me organize and express complex ideas, while video allows me to reach those who want quick, engaging content. For me, the goal is to make sure they complement each other, giving my local business clients the best of both worlds.

I’ll be experimenting with this hybrid approach and will report back on how it goes.The goal is to find the sweet spot where both video and written content work hand-in-hand, driving engagement and continuing to position BWCI as the local go-to for marketing insights.

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