When you are starting your content production journey it can be pretty overwhelming. You have so many choices: Podcasts, infographics, ebooks, videos, vlogs, blogs and more. But the staple of content tends to revolve around blogging or vlogging. Here we will take a look at common goals that someone would want to achieve by creating content and given that goal work out – is vlogging better than blogging? It’s probably not what you are expecting!
Vlogging and blogging are different beasts and whether one is better than the other really comes down to your circumstances and preferences. Better is such a subjective term that it is best if you take the time to work out the goals of creating content, what skills and resources you have to throw at the content production, and then go from there! Want a low-cost production – try blogging. Want to learn video editing skills? Try vlogging! All of these variables will help you work out what is better for you! Check out all of these options too!
It’s time to set some goals
When clients come to you and want to start making content the first thing to ascertain is what is the goal of the content? I love that some people are completely honest with me and say stuff like “it’s ego really” or “I want to sell more things”.
Quite often though – and just as worrying – people have no ideas what they want their content to do. Here are a few goals that may help you decide what you want to achieve:
- Website Traffic: If you are operating in the modern world you NEED a website. BUT how do you get people to visit your website – the more traffic you can capture the more likely you can sell your products or services.
- Conversions: Do you want to turn more visitors into paying clients?
- Engagement rates: An engagement is defined as a like, comment, or share, and the more you get the more it signals that your content is valuable! High engagement rates indicate that your content is actually resonating with your customers. In business, the more you engage with potential customers, the better.
- Follower counts: This metric can quickly become a vanity metric – causing people to make bad decisions about the content that they post. It’s important that your content brings in as many real followers as you can get. Real means someone that is interested in you and your business.
- Recognition: It’s also perfectly reasonable if you want to grow recognition for you your products or services. Recognition can help grow awareness and feeds into brand awareness.
- Brand Awareness: As your business grows and more people become aware of it, you’ll naturally begin to pick up more brand awareness. This will grow more and more as people see your content and start to see you as a leader in your field.
- Google Search Ranking: A long-term goal for any business should be to rank on the first page of Google for relevant searches. It will take a lot of time, but will get you the most organic website traffic and leads that you don’t have to pay for. This is a really valuable way to grow your business over the long term. It’ll take a load of work but once the foundations have been laid it’ll be a very low effort lead generation tool for any years to come.
There are many different types of goals and above are only the most common goals of content marketing. You are going to have to decide what “better” means for you and your goals.
What do you mean better?
There are a whole range of things that make vlogging or blogging better than the other for reaching your goals. These come down to a mixture of personal preferences, business preferences and publication and platform (or audience) preferences.
Better for you company may been inexpensive. In content marketing you either have time (to create your own content) or money (to pay someone to create content for you).
Better will mean different things to different people!
You’ll need to make a list of things that will make one decision better than the other these can be the answers to questions such as:
Do you want a low cost method of producing content?
How much money do you have to spend on creating content? Do you have the budget to buy vlogging equipment (which can be $1,000’s of dollars) or do you want something a little cheaper to set up? Hosting a blog can be very inexpensive if you choose the right host and premium theme.
Vlogging equipment can be as simple as using your smartphone to record and edit a video or as complicated as buying a DSLT, external microphone, lighting and editing software. For a full rundown on vlogging equipment check out my other article – Vlogging tool – from beginner to advanced!
Blogging on the other hand takes only a hosting subscription. I use siteground and WPX hosting for my websites and it can be as little as $7 per month. WordPress is free and there are a load of free themes (website designs) that you can use while you don’t have the resources to fund anything more fancy.
So ask yourself the question – how much money do you have to start up? If it is not much. I’d consider blogging over vlogging!
Are you willing to learn new skills?
When you start producing content there is no doubt that you’ll be learning new skills as you move through your content production journey.
The biggest question you want to ask your self is – what skills would you like to build more? Content writing and SEO skills or video production and editing skills?
It could be that you want to build up capacity in both areas and that is what I decided.
But for most people, choosing one of the other will fit better with what they’d like to learn as part of deciding the answer to the question – is vlogging better than blogging?
Are you going to have a small team produce content?
Vlogging and blogging can both be a team sport but in my experience one is better when done in a smaller team…
Vlogging is better done by one your two people. Producing a vlog is about connecting with an audience and building up familiarity and trust. If you are a solo operator it may be that vlogs work best for you as you can film, edit and push publish as and when your content allows for it!
My experience with vlogging in bigger corporations requires sign offs and reviews which can really hamper the ability for a vlog to be published as frequently as needs be and be as authemtic as possible.
Nothing ruins a vlog faster than a marketing team!
Blogs on the other hand allow themselves to be a great team sport!
From planning through to editing and publishing blogging allows for a team to be involved and with the right workflow – everyone will be able to have their say, it may just take a bit longer than you’d hoped!
Where are you going to post your content?
Some platforms prefer blogs over vlogs and vice versa.
Video content used to have a huge advantage on platforms like LinkedIn and Facebook. But over the past couple of years it has been diluted as these social media channels have been flooded with content and push down the views so that you have to pay to get noticed.
That said, video content is still an awesome way to get noticed and build up your professional brand – after all, the content has YOU in it!
Blogging on the other hand is fantastic if SEO optimized and published on your own website. I know there are some bloggers who use medium as a publishing platform with success.
For me, blogging is the best in your own ecosystem. Post on your own website and watch your customers come to you! It takes a little bit of effort, and trust in the early days but once you have a big search engine optimized blog – you’ll be safe for years and years to come!
Okay, there are some of the questions you need to ask before you decide on what is better vlogging or blogging.
Now here are some common outcomes business want and my opinion as to what is better – vlogging or blogging…
Goals and what will get you closer – vlogging or blogging…
There is a certain power with both vlogging and blogging – but each comes with its’ own super power.
Making money with vlogging and blogging
Do you want to make money blogging or vlogging? There’s a load of variables that go into making money with blogging or vlogging, but here’s the potential earnings for both…
It can be relativly simple to earn $500 – $1000 per month from blogging. It’s simple – but requires effort and persistance to make it work.
How much you earn from blogging depends on the traffic you can drive to a website and then how well you can monetise that traffic. Some say that it takes about 10 years before you are able to really understand how to do this properly!
Glassdoor reports that the average blogger salary is over $32,800 per year, based on several anonymously submitted salaries. Another survey, this one of 1,500 ProBlogger readers who said they’re trying to make money by blogging, found that 9% make between $1,000 and $10,000 a month and 4% make over $10,000 a month. But the vast majority makes less than $3.50 per day.
Does the effort seem worth it now? Well what If I was to tell you that you are laying seeds that – if watered – will pay you back for many years to come?
Vlogging is another way that looks easy to earn money on – on the surface – but there are a huge array of earning potentials that depend on how persistent, lucky and creative you can be!
When it comes to YouTubers and more specifically vloggers, there are quite a few factors that determine how much they might earn. What’s more is, very few of them are transparent about how much they are making, which means it is difficult to average figures out.
That is because:
- Vloggers don’t disclose this information – there is a taboo around the subject of how much money you can make on YouTube and other platforms.
- Vloggers have numerous income sources – Vlogging is not a normal 9-5 job. Instead, they earn an income from a huge range of sources making it difficult to estimate each source of income. Sponsored posts, affiliate marketing, ads and more…
- Vloggers earning fluctuate wildly! – They may go three years without earning a single penny but then sign a huge deal then nothing for another year!
So are you willing to earn next to nothing for a few years and then, hopefully, make it big?
This information isn’t to put you off! In fact, it is the opposite. If you re going to want to start making money with blogging or vlogging there’s a load of time and hard work put into the background before you “make it”.
For attracting clients – like if you are a business coach, consultant etc. Vlogging is such an awesome way to do that!
Unlike blogging – vlogging gives people the opportunity to see what interacting with you will be like.
You get an opportunity to show off your expertise and attract the clients that you want – all by doing what you do best and capturing it on video.
Verdict = vlogging!
Much like attracting clients, if you want to grow your personal brand I would be producing vlogs.
Ask yourself these important questions and write down the answers:
- What skills do you have? This will help you identify what skills you can actually sell to your customers. The mission after identifying these is to then position yourself as an expert in these areas. Don’t worry, we will talk about this later.
- What are your passions/hobbies? It is far easier to grow a brand on your passions. Growing a brand will require you to produce content and a lot of it. Enjoying the process will make you much more likely to do the nonglamorous parts of growing a brand – like content creation.
- What are your core business values that you are immovable on? Setting this will mean that your authenticity and credibility will never come into question as you are building your brand. For example, I am immovable on honesty and remaining ethical in all my business transactions. I will forgo short term wins if it doesn’t benefit my customers in the long run.
The next important aspects are to actually think about the abstract concept of your brand:
- What do you want your brand to be known for? What do you want to be an expert in? The more complex or broad your expertise, the longer you will have to nurture your brand with your audience. My suggestion will be to choose one thing and not try to make it too complicated.
- What message do you want to convey in all of your content? You’ll probably not stick to this and neither should you. But having an idea of what most of your content should be about will become your guiding star on those days where you have no idea what you are going to talk about.
- Your brand personality – how do you want others to feel about your brand? Setting your tone will be a mix of your own personality and what your audience will feel comfortable with. Don’t go with a super irreverent and comedy based voice if you are a high-end brand or service. If however, you offer entertainment your brand voice will need to be entertaining. In one word you want “congruency”.
Your regular content strategy will go a long way and will build up momentum – just give it a little bit of time! In the short term, you can give your professional brand a little boost by getting out into the real world. Get yourself noticed! There are a few ways to do that!
- Guest blog posts
- Podcast Guest appearances
- Volunteer your time at a local event that your customers are likely to attend.
It’s a gross expression but… anyway you can pimp yourself out is an opportunity to grow that professional brand!
Check out my full article on professional branding for entrepreneurs – click here.
Improve website visits
Nothing brings clients to your website better than blogs!
Having a blog with 50 + articles that answer questions that you KNOW your customers are interested in is the way to drive traffic to a website – nothing does it better.
I like to start with a seed of 30 articles and let them rank over the course of 3 – 6 months to get feedback on what is working or not.
You can see a BRAND new website that I started in September 2019 is now approaching 1000 visits per week – all through blogging and nothing else. These visits have been inflated by social media at all!
I write the articles and then set and forget! I do not have to be part of the social media treadmill!
The final word
Whether vlogging or blogging is better for you comes down to a whole range of different circumstances and preferences. Better is such a subjective term that it is best if you take the time to work out the goals of creating content, what skills and resources you have to throw at the content production and then go from there!
It’ll be a fun ride and you’ll have plenty of opportunity to learn along the way!