Why I Think Video First When It Comes to Content Strategy

In the past, when you hear ‘content marketing’ so many thought ‘blog’. That has completely changed.

If we’re being honest—written content like blogs, whitepapers, benchmark reports, and ebooks just don’t pull their weight anymore. It’s really tough to get readership, and even tougher to get someone to fill out a form to get the content. It’s not that they’re inherently bad, but because of how people consume information today.

Many folks out there assume your blog was written by AI (not this one!), they are loaded with fluff, and they are just regurgitated points of view from other content found on the internet and often lack original thought or perspective. We also know that AI can answer so many queries that people aren’t even clicking through to a webpage as often as they once had.

Organic search traffic in some niches is too low to justify the time investment. On top of that, producing high-quality written content takes time, resources, and a team—something many companies don’t have. So from an ROI standpoint, it’s just not worth it in most cases.

That’s why I lean hard into social media—specifically video. Platforms such as TikTok, Instagram (Reels), and LinkedIn have a built-in discoverability factor that blog posts simply can’t compete with. With the right idea and execution, your content can be seen by thousands—sometimes millions—of people who didn’t even know you existed.

There’s a motto I keep top of mind: “Be interesting or be ignored.”

That means everything we publish needs to grab attention—fast. It needs visual movement, tone, pattern interruption, a strong hook… something that makes someone stop scrolling. We focus on entertainment first, education second, and promotion last (if at all).

We’re not selling. That’s not content. That’s advertising.

So no logos. No CTAs. No limited-time offers. Just content that people actually want to consume.

The goal is simple: build awareness, affinity, and trust at scale.

You may hear CEOs and other business leaders ask, “How many leads did our latest social post generate?”

To which I would respond, “That’s the wrong question to be asking.”

Think of social media not as a sales generator, but a sales facilitator.

Essentially, you want to cast a wide net, bring people into your world, and when your sales team does reach out, there’s already familiarity. You’re not cold anymore—you’re warm. The audience has been primed for the sale.

It’s about building brand awareness and affinity to make the sale come easier. People will be more likely to reply to your sales outreach, more likely to say yes if they already know and trust you, more likely to seek you out and not consider alternatives…

That is the power of social media (specifically video).