If you’ve been told you need to “do content” but aren’t sure whether that means blogs or videos, you’re not alone. A common belief is that written content gets traffic while video builds trust. But the truth is more nuanced—and the type of content you choose can directly shape the kind of clients you attract.
Myth #1: Video Builds Trust, Written Builds SEO
It’s true that video builds trust. With video, people hear your voice, see your face, and connect with your emotions. They get to know you in ways that written words alone can’t replicate.
But the second part of that myth—that written content is the only path to SEO—is outdated. Twenty years ago, yes, written blogs were the cornerstone of search engine optimization. But SEO has evolved.
Today, YouTube videos don’t just rank on YouTube. They also rank on Google and even surface inside ChatGPT answers. And often, videos get many times more views than a written page ranked number one on Google.
Myth #2: If You’re Good at One, You Don’t Need the Other
Some people think if they’re strong at writing, they don’t need video—or vice versa. The reality is:
- If you only write, you’ll struggle to build the trust that moves people to buy.
- If you only do video but ignore text, you risk missing out on people who start with search.
The good news? You don’t need to be a professional writer to leverage written content anymore. Tools like ChatGPT let you repurpose your video transcripts into polished blogs. That way, your strength in video can fuel your written strategy too.
Why Video Matters More for Trust
When people are deciding whether to buy from you, they want to know more than just facts. They want to see your personality and hear your voice.
Think about your own behavior:
- You might skim an article for quick information.
- But when you’re serious about learning—or making a purchase—you watch a video.
Spending ten minutes with someone on video makes you remember them. When you see their face again in another thumbnail, you think, “I know that person.”
That level of familiarity shortens sales calls, strengthens relationships, and makes it easier to close high-ticket offers.
Content Purpose: Marketing vs. Nurturing
Before deciding between video and written, ask yourself: What’s the goal of this content?
- Marketing → attracting people who’ve never heard of you before.
- Nurturing → deepening trust with your existing audience.
Different platforms serve these roles differently:
- YouTube → nurture and market through video.
- LinkedIn → text-first with optional video.
- Email → primarily written, but video thumbnails increase clicks.
The platform often dictates the format.
Three Ways to Market Content
There are three main ways to get your content in front of new people:
- Paid Ads – Paying to place your videos or blogs in front of new audiences.
- Going Viral – Exciting, but not ideal for lead generation. Viral videos often attract the wrong audience.
- Lead Gen Strategy – Using targeted videos (and supporting blogs) to reach the right people searching for your solutions.
If your goal is ad revenue, going viral makes sense. But if your goal is to generate leads for your business, going viral can actually harm your strategy by confusing YouTube’s algorithm about your real audience.
Final Thoughts
Both written and video content play a role—but not in the way the old myths suggest. Written content helps you get discovered, but video helps you get chosen.
If you want to generate leads and build authority, use both together:
- Video to build trust and nurture relationships.
- Written (via transcripts and blogs) to capture search traffic and support your videos.
That way, you create a content system where each piece works together—attracting the right people, building trust, and guiding them to take the next step with you.
