Download - Amplify Your Content Marketing with Video
Brightcove Amplify Your Content Marketing w/ Video
Shiri Friedman December 3, 2013
Director Tech Partners, Brightcove
…let’s watch some video
Content Marketing Is
Fundamentally Changing
How We Approach Marketing
…wait a minute… is this really new?
1931
Today 1.5m Subscribers
14 Languages
#1 Publication
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%
WHAT CONTENT TYPES GREW THE MOST?
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
BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works
Video Always
Video Everywhere
6300 Customers 60 Countries
5 Marketing Topics that may scare you
7 ROI Stats that may excite you
40 Customers that may inspire you
CONTENT & CONVERGENCE
The Rise of Content Marketing Changes the Media Mix
Customer Journey
Your CONTENT is your first sales call
second,
third…
Brands are publishers
TV
Build Your Own TV Station
x5
Pages with video attracted
more visitors and…
increase in organic traffic
from search engines. (MarketingSherpa)
CONTENT CONNECTS
CONNECTING DIGITAL AND PHYSICAL
CONTENT & CHANNELS
2012 …..THE PC STARTED TO DIE
As of today, the average
user spends 2 hours and 38
minutes per day on their mobile
devices. Source — Flurry 2013
Online Video Consumption
Source — Adobe Digital Video Benchmark Report 2013 30% Overall Growth YoY 300+% Mobile Growth YoY
MOBILE AUDIENCES DEFINED BY TWO WORDS…
SMART PLAYERS
CONTENT & COMMUNITIES
of marketers plan to add video to their sites making it a higher priority than Facebook, Twitter, and blog integration.
(Social Media Examiner, April 2012)
CONTENT CONVERTS
When marketers used the word “video” in an email subject line, open rates rose 7% to 13% (Experian 2012 Digital Marketer: Benchmark and Trend Report)
Visitors who view product videos are 85% more likely
to buy than visitors who do not. (Internet Retailer)
• Convergence
• Content
• Connected
• Channels
• Communities
• Conversion
