Know, Like and Trust
Someone first needs to get to know the “you” behind the brand. Once this familiarity sets in they begin to trust your brand and therefore choose you over your competitors.
I like this approach as it's a genuine way to achieve organic reach wile still retaining authenticity.
This note was sparked while watching this video[2]. The term "SEO" is dead is a bit hyperbolic, I think a more appropriate term to coin here is "SEO is always evolving". And if creating short clips in a video blog style is what attracts customers and builds trust in one swoop, then that's the move.