sophie rayers (brightcove, uk) "amplifying content marketing with video: best practices for...
TRANSCRIPT
![Page 1: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/1.jpg)
Sophie Rayers Director of Marketing, EMEA & LATAM
@sophierayers
Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story
![Page 2: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/2.jpg)
![Page 3: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/3.jpg)
the year 2002
TODAY
Average adult attention span?
![Page 4: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/4.jpg)
70%
of the buyer journey is driven through digital channels and content
![Page 5: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/5.jpg)
Which means Your content is one of the most critical marketing assets
![Page 6: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/6.jpg)
Your CONTENT is your first sales call
second, third…
![Page 7: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/7.jpg)
![Page 8: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/8.jpg)
![Page 9: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/9.jpg)
![Page 10: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/10.jpg)
![Page 11: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/11.jpg)
Video content marketing is one of the most powerful ways to drive marketing results
©2014 Brightcove Inc 11 |
![Page 12: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/12.jpg)
What content types grew the most?
VIRTUAL CONFERENCES
MOBILE CONTENT
RESEARCH REPORTS
VIDEO
44%
70%
33%
28%
25%
52%
15%
10%
![Page 13: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/13.jpg)
But what about our audience?
![Page 14: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/14.jpg)
About our research
©2014 Brightcove Inc 14 |
2000 Responses Global Consumer Audience Perceptions and Preferences for Brand Content
![Page 15: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/15.jpg)
©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
![Page 16: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/16.jpg)
©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
![Page 17: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/17.jpg)
©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
![Page 18: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/18.jpg)
Successful brands understand this and are using video
![Page 19: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/19.jpg)
![Page 20: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/20.jpg)
![Page 21: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/21.jpg)
![Page 22: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/22.jpg)
![Page 23: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/23.jpg)
![Page 24: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/24.jpg)
Best Practices
©2014 Brightcove Inc 24 |
![Page 25: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/25.jpg)
![Page 26: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/26.jpg)
3 Awareness
Engagement
Conversion
![Page 27: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/27.jpg)
Awareness
![Page 28: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/28.jpg)
![Page 29: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/29.jpg)
![Page 30: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/30.jpg)
“When it comes to engagement, conversion and on-brand messaging, nothing delivers like video.”
ExactTarget
![Page 31: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/31.jpg)
Is it working?
![Page 32: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/32.jpg)
100% increase in
time on Site
![Page 33: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/33.jpg)
500 additional
sales leads
![Page 34: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/34.jpg)
Reduced page bounce rate by
12%
![Page 35: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/35.jpg)
Engagement
![Page 36: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/36.jpg)
The Challenge Increase Awareness and Engagement
![Page 37: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/37.jpg)
![Page 38: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/38.jpg)
Print Digital Social Stores
![Page 39: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/39.jpg)
Is it working?
![Page 40: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/40.jpg)
The Results 320% increase in traffic
![Page 41: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/41.jpg)
How long should a marketing video be?
14 Minutes???
![Page 42: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/42.jpg)
![Page 43: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/43.jpg)
©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%
![Page 44: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/44.jpg)
negative perception of the brand.
62%
People with bad viewing experiences?
![Page 45: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/45.jpg)
Conversion
![Page 46: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/46.jpg)
Someone views a product video?
up to 85% more likely to buy! Source: Internet Retailer
![Page 47: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/47.jpg)
Eyevision Research 2013
Video on a landing page?
75% Conversion rates
![Page 48: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/48.jpg)
48
Link to Liz Earle TV
![Page 49: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/49.jpg)
![Page 50: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/50.jpg)
Upsell and Cross Sell
Guided Selling
Conversion Tools
![Page 51: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/51.jpg)
![Page 52: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/52.jpg)
![Page 53: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/53.jpg)
![Page 54: Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ed3adc1a28abc8788b46d9/html5/thumbnails/54.jpg)
Thank you!
@brightcove @sophierayers www.brightcove.com