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Amplifying 
Content Marketing 
with Video: 
Best Practices for 
Telling your Brand 
Story 
Sophie Rayers 
Director of Marketing, 
EMEA & LATAM 
@sophierayers
Average adult 
attention span? 
TODAY 
the year 2002
70% 
of the buyer journey 
is driven through digital 
channels and content
Which means 
Your content is one 
of the most critical 
marketing assets
Your CONTENT 
is your first sales call 
second, 
third…
Video content marketing is one of the most 
powerful ways to drive marketing results 
11 | ©2014 Brightcove Inc
What content types grew the most? 
RESEARCH REPORTS 
25% 
MOBILE CONTENT 
VIRTUAL CONFERENCES 
VIDEO 
44% 
70% 
33% 
28% 
52% 
15% 
10%
But what about our audience?
About our research 
2000 Responses 
Global Consumer Audience 
Perceptions and Preferences for Brand 
Content 
14 | ©2014 Brightcove Inc
Key Findings – A Preference for Video 
76% cite video as their preferred content source 
15 | ©2014 Brightcove Inc 
when consuming brand information 
Also, 24% said video is their ‘most trusted’ source of brand content
Key Findings – Why Do You Trust Video? 
16 | ©2014 Brightcove Inc 
44% Video more appealing 
29% It’s more authentic 
28% It’s more engaging 
10% It’s more shareable
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 
17 | ©2014 Brightcove Inc 
36% 
more likely 
to tell friends and 
family about the brand 
30% 
more likely to 
become brand loyal
Successful brands 
understand this and are 
using video
Best Practices 
24 | ©2014 Brightcove Inc
3 Awareness 
Engagement 
Conversion
Awareness
“When it comes to 
engagement, 
conversion and on-brand 
messaging, 
nothing delivers like 
video.” 
ExactTarget
Is it working?
100% 
increase in 
time on Site
500 
additional 
sales leads
Reduced page 
bounce rate by 
12%
Engagement
The Challenge 
Increase Awareness and Engagement
Print Digital Social Stores
Is it working?
The Results 
320% increase in traffic
How long should a 
marketing video be? 
14 Minutes???
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 
43 | ©2014 Brightcove Inc 
faster launch times 31% 
Less buffering 30% 
More devices 28%
People with bad viewing experiences? 
62% 
negative perception 
of the brand.
Conversion
Someone views a product video? 
up to 85% 
more likely to buy! 
Source: Internet Retailer
Video on a landing page? 
Conversion rates 
Eyevision Research 2013 
75%
48 
Link to Liz Earle TV
Upsell and Cross Sell 
Conversion Tools 
Guided Selling
Thank you! 
@brightcove 
@sophierayers 
www.brightcove.com

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