(UK version) Using Online Video in your Content Marketing Strategy: Best Practices & Priorities

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  • As we look at the market – we see two macro trends that are not going away any time soon –Unprecedented Growth and Un-ending Fragmentation
  • (UK version) Using Online Video in your Content Marketing Strategy: Best Practices & Priorities

    1. 1. Using Online Video in your Content MarketingStrategy: Best Practices & PrioritiesJustin KhaksarVice President, Northern Europe, Central Europe & Middle Eastjkhaksar@brightcove.com
    2. 2. Nine out of 10 B2B marketers are using contentmarketing to grow their businesses.Content Marketing Institute and Marketing Profs 2012 Benchmark Report
    3. 3. 1400 B2BMarketers
    4. 4. 1-4 TACTICS5-9 TACTICS13-15 TACTICS20+ TACTICS16-19 TACTICS11%14%19%28%7%2013 B2B Content Marketing Benchmark, CMI/Marketing ProfsHOW MANY CONTENT MARKETING TACTICS ARE YOU USING?AVERAGE 12
    5. 5. WHAT CONTENT TYPES GREW THE MOST FROM 2011 TO 2012?VIRTUAL CONFERENCESMOBILE CONTENTRESEARCH REPORTSVIDEO44%2013 B2B Content Marketing Benchmark, CMI/Marketing Profs70%33%28%25%52%15%10%20112012
    6. 6. WHAT PART OF YOUR BUDGET GOES TOWARDCONTENT MARKETING?1000+100-999 EMPLOYEES1-10 EMPLOYEES10-99 EMPLOYEES42%2013 B2B Content Marketing Benchmark, CMI/Marketing Profs31%22%24%34%26%23%20%20112012OVERALL 33%
    7. 7. ARE YOU PLANNING ON SPENDING MORE ONCONTENT MARKETING NEXT YEAR?
    8. 8. WHAT ARE YOUR GOALS FOR CONTENT MARKETING?BRAND AWARENESS2013 B2B Content Marketing Benchmark, CMI/Marketing ProfsCUSTOMER ACQUISITIONLEAD GENERATIONLOYALTYTHOUGHT LEADERSHIPENGAGEMENTWEB TRAFFICLEAD MGTSALES79%74%71%64%64%63%60%45%43%
    9. 9. HOW DO YOU MEASURE YOUR CONTENT MARKETING?WEB TRAFFIC2013 B2B Content Marketing Benchmark, CMI/Marketing ProfsSALES LEAD QUALITYSOCIAL MEDIA SHARINGDIRECT SALESCUSTOMER FEEDBACKTIME ON SITEINBOUND LINKSCOMPANY AWARENESSLOYALTY60%51%45%41%41%39%35%26%24%
    10. 10. VIDEO IS TAKING OVER THE WEB2000 2005 2011
    11. 11. FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEOVideo Works – Consumers engage with acompany’s branded videos as often as their adsVideo Always - Brands should use video atevery stage of their customer lifecycleVideo Everywhere – Brands must extend theircontent to their entire brand ecosystem
    12. 12. BRIGHTCOVE CLOUD CONTENT SERVICESOUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
    13. 13. 6300+ Customers 60 Countries700 million video streams per month11 hours of content uploaded every minute
    14. 14. VIDEO BEST PRACTICES THROUGHOUT THE CUSTOMER LIFE CYCLE
    15. 15. …let’s watch some video
    16. 16. SEOSocial SharingLive EventsYouTubeOnline and Offline
    17. 17. “Videos are 53 times more likelythan text pages to appear on thefirst page of search results”
    18. 18. IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVETRANSCRIPTS
    19. 19. LIVE HALO EFFECTIncremental on demand views after the event
    20. 20. 3DPlayer CustomizationDVR
    21. 21. GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
    22. 22. 29 | Confidential
    23. 23. QR CODE TO VIDEO PORTAL
    24. 24. INTEGRATED ONLINE AND OFFLINE
    25. 25. BEST PRACTICES – BLENDED DISTRIBUTION STRATEGY
    26. 26. UGC CONTINUES TO GROW – MUST BE TIED TO LARGER CAMPAIGN
    27. 27. INCREASE TRAFFIC WITH USER GENERATED CONTENT
    28. 28. UGC AND FACEBOOK APPS
    29. 29. “GAMIFICATION” & “MOVIFICATION” OF CONTENT
    30. 30. …a few words about mobile
    31. 31. MOBILE AUDIENCES DEFINED BY TWO WORDS…39
    32. 32. SMART PLAYERS
    33. 33. RESOURCES
    34. 34. Video Portals andPlaylistsEngaging ContentGreat Viewer Experiences
    35. 35. AUDI TV
    36. 36. SEIKO TV
    37. 37. VIDEO PORTALS “YOUR BRAND TV”
    38. 38. VIDEO PORTALS “YOUR BRAND TV”
    39. 39. VIDEO PORTAL ON FACEBOOK
    40. 40. Video landing pagesVideo in emailIn-player calls-to-action
    41. 41. “Video in emails will drive moreclicks. Email click-thru ratesincreased by 50% when video wasincluded. Up from 18% without it.”
    42. 42. SIGNIFICANTLY IMPROVE CONVERSION RATES
    43. 43. SIGNIFICANTLY IMPROVE CONVERSION RATES
    44. 44. M&S TV FROM RETAILER MARKS & SPENCERAll videos hosted on M&S TVVideos appear alongsideproducts in eCommerce site.[video area]
    45. 45. CHAPTERING GIVES YOUR VIEWERS CONTROL
    46. 46. Corporate CommunicationsCustomer careInternal CommunicationsMobile apps
    47. 47. VIDEO FOR CORPORATE COMMUNICATIONS
    48. 48. CUSTOMER CARE
    49. 49. Thank Youjkhaksar@brightcove.com

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