Multimedia is becoming increasingly common on marketing blogs, but it’s still early. IT manufacturers and resellers are still figuring out how to use this type of content effectively. Among the sticking points is when to use audio rather than video. The latter is generally assumed to be “better.” After all, it has a visual element. But, the added dimension brings with it an obligation – you need to make both the spoken and visual components compelling.

Video can be powerful when you have a panel of speakers, high-impact visuals (e.g., charts or slides) or a demo. If you’re only communicating straightforward information, such as tips or news, audio is probably the better alternative.

Remember: video is, by nature, intrusive. You have to watch it actively, which means you can’t really do much else at the same time. With audio, you can listen while reading, driving or doing any number of other tasks. By not requiring someone’s undivided attention, you’ll be able to expand the reach of your marketing blog – and the information you hope to convey.

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