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Using Online Video in your Content Marketing Strategy: Best Practices & Priorities
Justin KhaksarVice President, Northern Europe, Central Europe & Middle [email protected]
Nine out of 10 B2B marketers are using content marketing to grow their businesses.
Content Marketing Institute and Marketing Profs 2012 Benchmark Report
1400 B2BMarketers
1-4 TACTICS
5-9 TACTICS
13-15 TACTICS
20+ TACTICS
16-19 TACTICS
11%
14%
19%
28%
7%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
HOW MANY CONTENT MARKETING TACTICS ARE YOU USING?
AVERAGE 12
WHAT CONTENT TYPES GREW THE MOST FROM 2011 TO 2012?
VIRTUAL CONFERENCES
MOBILE CONTENT
RESEARCH REPORTS
VIDEO
44%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
70%
33%
28%
25%
52%
15%
10%
2011
2012
WHAT PART OF YOUR BUDGET GOES TOWARD CONTENT MARKETING?
1000+
100-999 EMPLOYEES
1-10 EMPLOYEES
10-99 EMPLOYEES
42%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
31%
22%
24%
34%
26%
23%
20%
2011
2012
OVERALL 33%
ARE YOU PLANNING ON SPENDING MORE ON CONTENT MARKETING NEXT YEAR?
WHAT ARE YOUR GOALS FOR CONTENT MARKETING?
BRAND AWARENESS
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
CUSTOMER ACQUISITION
LEAD GENERATION
LOYALTY
THOUGHT LEADERSHIP
ENGAGEMENT
WEB TRAFFIC
LEAD MGT
SALES
79%
74%
71%
64%
64%
63%
60%
45%
43%
HOW DO YOU MEASURE YOUR CONTENT MARKETING?
WEB TRAFFIC
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
SALES LEAD QUALITY
SOCIAL MEDIA SHARING
DIRECT SALES
CUSTOMER FEEDBACK
TIME ON SITE
INBOUND LINKS
COMPANY AWARENESS
LOYALTY
60%
51%
45%
41%
41%
39%
35%
26%
24%
VIDEO IS TAKING OVER THE WEB
2000 2005 2011
FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works – Consumers engage with a company’s branded videos as often as their ads
Video Always - Brands should use video at every stage of their customer lifecycle
Video Everywhere – Brands must extend their content to their entire brand ecosystem
BRIGHTCOVE CLOUD CONTENT SERVICESOUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
6300+ Customers 60 Countries700 million video streams per month
11 hours of content uploaded every minute
VIDEO BEST PRACTICES THROUGHOUT THE CUSTOMER LIFE CYCLE
…let’s watch some video
SEOSocial SharingLive EventsYouTubeOnline and Offline
“Videos are 53 times more likely than text pages to appear on the first page of search results”
IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVE TRANSCRIPTS
LIVE HALO EFFECT
Incremental on demand views after the event
3DPlayer CustomizationDVR
GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
29 | Confidential
QR CODE TO VIDEO PORTAL
INTEGRATED ONLINE AND OFFLINE
BEST PRACTICES – BLENDED DISTRIBUTION STRATEGY
UGC CONTINUES TO GROW – MUST BE TIED TO LARGER CAMPAIGN
INCREASE TRAFFIC WITH USER GENERATED CONTENT
UGC AND FACEBOOK APPS
“GAMIFICATION” & “MOVIFICATION” OF CONTENT
…a few words about mobile
MOBILE AUDIENCES DEFINED BY TWO WORDS…
39
SMART PLAYERS
RESOURCES
Video Portals and PlaylistsEngaging ContentGreat Viewer Experiences
VIDEO PORTALS “YOUR BRAND TV”
VIDEO PORTALS “YOUR BRAND TV”
VIDEO PORTAL ON FACEBOOK
Video landing pagesVideo in emailIn-player calls-to-action
“Video in emails will drive more clicks. Email click-thru rates
increased by 50% when video was included. Up from 18% without it.”
SIGNIFICANTLY IMPROVE CONVERSION RATES
SIGNIFICANTLY IMPROVE CONVERSION RATES
M&S TV FROM RETAILER MARKS & SPENCER
All videos hosted on M&S TVVideos appear alongside products in eCommerce site.
[video area]
CHAPTERING GIVES YOUR VIEWERS CONTROL
Corporate CommunicationsCustomer careInternal Communications Mobile apps
VIDEO FOR CORPORATE COMMUNICATIONS
CUSTOMER CARE
Thank [email protected]
