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Sophie Rayers Director of Marketing, EMEA & LATAM
@sophierayers
Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story
the year 2002
TODAY
Average adult attention span?
70%
of the buyer journey is driven through digital channels and content
Which means Your content is one of the most critical marketing assets
Your CONTENT is your first sales call
second, third…
Video content marketing is one of the most powerful ways to drive marketing results
©2014 Brightcove Inc 11 |
What content types grew the most?
VIRTUAL CONFERENCES
MOBILE CONTENT
RESEARCH REPORTS
VIDEO
44%
70%
33%
28%
25%
52%
15%
10%
But what about our audience?
About our research
©2014 Brightcove Inc 14 |
2000 Responses Global Consumer Audience Perceptions and Preferences for Brand Content
©2014 Brightcove Inc 15 |
Key Findings – A Preference for Video
76% cite video as their preferred content source when consuming brand information
Also, 24% said video is their ‘most trusted’ source of brand content
©2014 Brightcove Inc 16 |
Key Findings – Why Do You Trust Video?
44% Video more appealing 29% It’s more authentic 28% It’s more engaging 10% It’s more shareable
©2014 Brightcove Inc 17 |
The Power of Better Video – How do you feel after watching a good online video from a brand?
39% more likely to
research the brand or product further
36% more likely
to tell friends and family about the brand
30% more likely to
become brand loyal
Successful brands understand this and are using video
Best Practices
©2014 Brightcove Inc 24 |
3 Awareness
Engagement
Conversion
Awareness
“When it comes to engagement, conversion and on-brand messaging, nothing delivers like video.”
ExactTarget
Is it working?
100% increase in
time on Site
500 additional
sales leads
Reduced page bounce rate by
12%
Engagement
The Challenge Increase Awareness and Engagement
Print Digital Social Stores
Is it working?
The Results 320% increase in traffic
How long should a marketing video be?
14 Minutes???
©2014 Brightcove Inc 43 |
What do consumers want from online video experiences – what would encourage you to view more video from a brand?
3 of the top 4 consumer responses related to video delivery
faster launch times 31% Less buffering 30% More devices 28%
negative perception of the brand.
62%
People with bad viewing experiences?
Conversion
Someone views a product video?
up to 85% more likely to buy! Source: Internet Retailer
Eyevision Research 2013
Video on a landing page?
75% Conversion rates
48
Link to Liz Earle TV
Upsell and Cross Sell
Guided Selling
Conversion Tools
Thank you!
@brightcove @sophierayers www.brightcove.com
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