(uk version) using online video in your content marketing strategy: best practices & priorities
TRANSCRIPT
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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]
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Nine out of 10 B2B marketers are using content marketing to grow their businesses.
Content Marketing Institute and Marketing Profs 2012 Benchmark Report
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1400 B2BMarketers
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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
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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
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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%
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ARE YOU PLANNING ON SPENDING MORE ON CONTENT MARKETING NEXT YEAR?
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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%
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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%
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VIDEO IS TAKING OVER THE WEB
2000 2005 2011
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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
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BRIGHTCOVE CLOUD CONTENT SERVICESOUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
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6300+ Customers 60 Countries700 million video streams per month
11 hours of content uploaded every minute
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VIDEO BEST PRACTICES THROUGHOUT THE CUSTOMER LIFE CYCLE
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…let’s watch some video
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SEOSocial SharingLive EventsYouTubeOnline and Offline
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“Videos are 53 times more likely than text pages to appear on the first page of search results”
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IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVE TRANSCRIPTS
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LIVE HALO EFFECT
Incremental on demand views after the event
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3DPlayer CustomizationDVR
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GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
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29 | Confidential
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QR CODE TO VIDEO PORTAL
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INTEGRATED ONLINE AND OFFLINE
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BEST PRACTICES – BLENDED DISTRIBUTION STRATEGY
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UGC CONTINUES TO GROW – MUST BE TIED TO LARGER CAMPAIGN
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INCREASE TRAFFIC WITH USER GENERATED CONTENT
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UGC AND FACEBOOK APPS
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“GAMIFICATION” & “MOVIFICATION” OF CONTENT
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…a few words about mobile
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MOBILE AUDIENCES DEFINED BY TWO WORDS…
39
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SMART PLAYERS
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RESOURCES
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Video Portals and PlaylistsEngaging ContentGreat Viewer Experiences
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VIDEO PORTALS “YOUR BRAND TV”
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VIDEO PORTALS “YOUR BRAND TV”
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VIDEO PORTAL ON FACEBOOK
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Video landing pagesVideo in emailIn-player calls-to-action
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“Video in emails will drive more clicks. Email click-thru rates
increased by 50% when video was included. Up from 18% without it.”
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SIGNIFICANTLY IMPROVE CONVERSION RATES
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SIGNIFICANTLY IMPROVE CONVERSION RATES
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M&S TV FROM RETAILER MARKS & SPENCER
All videos hosted on M&S TVVideos appear alongside products in eCommerce site.
[video area]
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CHAPTERING GIVES YOUR VIEWERS CONTROL
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Corporate CommunicationsCustomer careInternal Communications Mobile apps
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VIDEO FOR CORPORATE COMMUNICATIONS
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CUSTOMER CARE
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Thank [email protected]