SEO content often drives traffic but not conversions.
The solution?
A video-first approach that nurtures leads, builds trust and aligns with a real funnel.
This article explains why video content outperforms blogs and how to make it work for you.
Why ‘top of funnel’ thinking fails without a real conversion strategy
If you’ve ever done SEO-driven content marketing for a company, you’ve had this conversation:
“I know we’re getting more traffic and that’s great, but it’s not leading to more conversions.”
Most SEOs and content strategists respond that the traffic they are generating is “top of funnel,” but the truth is that, in actuality, there is no funnel.
They are simply targeting a query with the hope that the reader will someday remember this domain the next time they perform related to this topic.
The solution is to align this content with an actual funnel – not cross our fingers hoping they will remember us after skimming our article seven months earlier.
This leaves two options: nurture those leads through email or social media.
We opted for the latter.
Through this process, we found a way to streamline content creation, make it more engaging and reconnect with visitors organically – without relying on paid ads. We call this approach “organic social media retargeting.”
Below, I’ll share the quantitative and qualitative evidence that video is the best way to turn your content briefs into engaging blog posts – and how to do it effectively.
Why a video-first SEO-driven content marketing strategy is better
TL;DR: When compared with blog-only content, video is better in several ways. Video:
Requires less time for the subject matter expert to produce.
Is more likely to entice the visitor to become a social media follower and can be further nurtured down the funnel.
Delivers more of your message – the visitor is not “skimming it.”
Says more about who you are and does a better job of generating trust.
Is preferred by many over written blogs.
Can be more easily repurposed through other channels.
Video requires less of your subject matter expert’s time
A one-hour recording session should yield anywhere from 2 to 6 videos that can be transformed into articles.
We specialize in healthcare marketing, where every piece of content requires medical review, whether it’s written by us or by the client’s team.
To start, it can take 15 to 45 minutes for a doctor to review a blog, which they often will put off for weeks, slowing down our work.
This review process is also mentally taxing, much more so than having them talk to a camera for an hour.
One hour of the doctor’s time to shoot video is much less of an ask than 1-2 hours of their time to review and correct a non-expert’s article on a topic.
Switching to video resulted in improved workflows, less tired subject matter experts and more content.
Dig deeper: Visual content and SEO: How to use images and videos in 2025
Potential to earn subscribers, ‘For you’ page views and recommendations
When a potential customer finds your article through a Google search, reads it and leaves, there’s little to no chance of reconnecting with them organically.
This klikely happens with over 98% of your blog traffic. But with video, it’s a different story.
When a Google Search brings someone to a blog with an embedded video, and they view that video on YouTube instead of your blog, you have the distinct possibility of turning that person into a subscriber.
It also creates the opportunity to appear on that person’s for you page the next time they visit YouTube.
Essentially, your SEO-driven content marketing efforts have placed them in a funnel where your social media can further nurture them.
Dig deeper: Why video is key to building brand identity and engagement
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Visitors are receiving more of your message through videos
If you have ever viewed Hotjar recordings of visitors to your website, you’ve likely observed that the vast majority skim the headlines and read a few select paragraphs.