The million-dollar question: Should you invest more in written content or video? The answer depends on your industry, your audience, your sales cycle, and your resources. There’s no universal answer.

This calculator helps you make data-driven decisions, not trend-driven ones.

Important Context

This tool is part of our complete guide Is Written Content Dead? where we analyze in depth the debate about the future of written content vs. video.

Content Investment Calculator

Enter your company’s data to get a personalized content mix recommendation.

ROI Calculator: Written Content vs. Video

How much should you invest in each format for your industry?

📊 Your company data

Industry

Average deal sizeAnnual value of a typical customer

Sales cycle (months)Average time to close a customer

Current monthly leadsLeads you currently generate from content

Monthly content budgetTotal investment in content creation

📈 Your current mix

Written content: 50%Video content: 50%

📝 50%

🎬 50%

How to Interpret the Results

Cost Per Lead (CPL)

CPL varies significantly between formats depending on industry:

Written content tends to have lower CPL in B2B industries with long sales cycles (SaaS, consulting, fintech)
Video has more competitive CPL in industries where visual demonstration matters (e-commerce, product manufacturing)

The “Optimal Mix” Isn’t Fixed

The benchmarks we use come from industry data, but your reality may differ. Factors that affect it:

Your specific audience: Do they prefer reading long articles or watching short videos?
Your internal resources: Do you have someone who can produce quality video?
Your positioning: Are you an authority brand (more written) or a personality brand (more video)?

The General Rule for B2B

For most B2B companies in North America and LATAM, the optimal distribution tends to be:

60-75% written content: Articles, newsletters, whitepapers, case studies
25-40% video: Testimonials, demos, short explainers, social media presence

This ratio changes if your product requires visual demonstration or if your differentiator is the founder’s personality.

Next Step: Assess Your Maturity

Before investing more in content, make sure your company has the foundation to leverage that investment.

B2B Content Maturity Quiz →

Assess how ready your company is for thought leadership across 10 key dimensions.

Have questions about your content strategy? Get your free consultation.