1. Using Online Video in your Content Marketing
Strategy: Best Practices & Priorities
Justin Khaksar
Vice President, Northern Europe, Central Europe & Middle East
jkhaksar@brightcove.com

4. Nine out of 10 B2B marketers are using content
marketing to grow their businesses.
Content Marketing Institute and Marketing Profs 2012 Benchmark Report

5. 1400 B2B
Marketers

8. 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

10. 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

11. 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%

12. ARE YOU PLANNING ON SPENDING MORE ON
CONTENT MARKETING NEXT YEAR?

13. 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%

14. 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%

15. VIDEO IS TAKING OVER THE WEB
2000 2005 2011

17. 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

18. BRIGHTCOVE CLOUD CONTENT SERVICES
OUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT

19. 6300+ Customers 60 Countries
700 million video streams per month
11 hours of content uploaded every minute

20. VIDEO BEST PRACTICES THROUGHOUT THE CUSTOMER LIFE CYCLE

21. …let’s watch some video

22. SEO
Social Sharing
Live Events
YouTube
Online and Offline

23. “Videos are 53 times more likely
than text pages to appear on the
first page of search results”

24. IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVE
TRANSCRIPTS

26. LIVE HALO EFFECT
Incremental on demand views after the event

27. 3D
Player Customization
DVR

28. GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE

29. 29 | Confidential

30. QR CODE TO VIDEO PORTAL

31. INTEGRATED ONLINE AND OFFLINE

32. BEST PRACTICES – BLENDED DISTRIBUTION STRATEGY

34. UGC CONTINUES TO GROW – MUST BE TIED TO LARGER CAMPAIGN

35. INCREASE TRAFFIC WITH USER GENERATED CONTENT

36. UGC AND FACEBOOK APPS

37. “GAMIFICATION” & “MOVIFICATION” OF CONTENT

38. …a few words about mobile

39. MOBILE AUDIENCES DEFINED BY TWO WORDS…
39

40. SMART PLAYERS

41. RESOURCES

42. Video Portals and
Playlists
Engaging Content
Great Viewer Experiences

44. AUDI TV

45. SEIKO TV

47. VIDEO PORTALS “YOUR BRAND TV”

48. VIDEO PORTALS “YOUR BRAND TV”

49. VIDEO PORTAL ON FACEBOOK

50. Video landing pages
Video in email
In-player calls-to-action

51. “Video in emails will drive more
clicks. Email click-thru rates
increased by 50% when video was
included. Up from 18% without it.”

52. SIGNIFICANTLY IMPROVE CONVERSION RATES

53. SIGNIFICANTLY IMPROVE CONVERSION RATES

54. M&S TV FROM RETAILER MARKS & SPENCER
All videos hosted on M&S TV
Videos appear alongside
products in eCommerce site.
[video area]

58. CHAPTERING GIVES YOUR VIEWERS CONTROL

59. Corporate Communications
Customer care
Internal Communications
Mobile apps

60. VIDEO FOR CORPORATE COMMUNICATIONS

61. CUSTOMER CARE

62. Thank You
jkhaksar@brightcove.com