You run a small business and you’re wondering if you should ride the video podcasting wave or do what everyone else is doing and strive to be ranked on Google. On one hand, you’ll be trying something new and have some great video. On the other hand, you’ll be doing what has proven to be effective, but could take months to start working. So let’s take a look at which is a better marketing investment between a video podcast and SEO.
Deciding between investing in a video podcast or website SEO depends on your specific business goals, target audience, and resources. Both can be valuable marketing strategies, but they serve different purposes and offer distinct advantages. First, let’s look at a comparison:
Video Podcast
Engagement and Connection: Video podcasts are excellent for building a personal connection with your audience. They allow you to showcase your expertise, personality, and unique perspective, which can be highly engaging.
Content Repurposing: A video podcast can provide a wealth of content that can be repurposed for various platforms, including social media, YouTube, and your website. This can extend your reach and enhance your content marketing efforts.
Visual Storytelling: Video podcasts excel at visual storytelling, making complex or visual topics more understandable and memorable. They can also feature guests or co-hosts, adding diversity and depth to your content.
Website SEO
Visibility and Searchability: SEO (Search Engine Optimization) focuses on improving your website’s visibility in search engine results. This can drive organic traffic to your website, helping potential customers find you when they search for relevant keywords.
Evergreen Content: SEO-optimized content on your website, such as blog posts and articles, can continue to attract visitors and generate leads long after they’re published. It’s a long-term investment that can provide ongoing benefits.
Conversion Optimization: With a well-optimized website, you can tailor landing pages and calls to action (CTAs) to convert visitors into customers or leads. SEO can help you attract qualified traffic more likely to convert.
What it comes down to
Your Goals and Audience: Consider your primary goals and target audience. If your audience prefers video content and building a personal brand is crucial, a video podcast may be more effective. To help with this, consider where you’re currently sharing the bulk of your content and where it’s getting the best engagement. The biggest benefit to having a video component for your podcast is you get to have video for any platform.
If you rely on search engine traffic and have a content-heavy website, SEO may be a top priority.
Resources: Evaluate your budget, time, and available resources. Video podcast production can be resource-intensive, whereas SEO often involves content creation and ongoing optimization. In other words, it could cost you more to have a video podcast than it would to have a SEO focused approach. For a video podcast, you’ll probably want to hire a video podcast production company to make things a little easier for yourself. And while you might pay a little less for ongoing SEO optimization it will also take longer for you to see results. It may take months.
Choose the option that aligns with your available resources.
Integration: It’s worth noting that these strategies can complement each other. You can host your video podcast on your website, create blog posts related to podcast episodes for SEO, and promote your podcast through SEO-optimized social media and website content.
In many cases, a balanced approach that combines both video podcasting and website SEO can be the most effective. However, the choice ultimately depends on your specific circumstances, including your business goals, target audience, and available resources.
