Whitepaper New Content Marketer


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Whitepaper New Content Marketer

  1. 1. THE NEW CONTENTMARKETEREarning and sustaining consumers’ attentionin a more social world2012 WHITEPAPER ®
  2. 2. CONTENTS1 Introduction2 The new marketing ecosystem: Media integration and content marketing3 Content marketing across the customer lifecycle8 Challenges posed by digital media transformation10 Cloud content services: A foundation for effective content marketing11 Conclusion©2012 Brightcove, Inc. All Rights Reserved. 2
  3. 3. INTRODUCTIONContent marketing has quickly become a critical part of mostorganizations’ marketing mix. By providing authentic and engagingcontent, marketers have achieved proven results and ROI in buildingbrands, increasing social interactions, and ultimately, growingtheir business.As the digital landscape evolves and must overcome considerable complexity. Withmainstream media transforms, marketers more device types, online channels, underlyingare developing new strategies for engaging technologies, and cross-platform consumerwith consumers. Traditional lines between behavior data to account for, managing costpaid, earned, and owned media are blurring. and time-to-market is a constant challenge.Advertising sparks word-of-mouth, mediacoverage, and social media activity that A new generation of cloud-based softwareextend its impact and draw consumers back helps content marketers address the changingto websites, apps, and other brand channels. realities of the digital landscape and becomeContent marketing helps marketers build more agile, cost-effective, and consistent inbrands and increase social interactions the execution of their media strategy. Theseby giving customers the authentic, highly include:engaging content they crave. In a more socialworld, marketers must make sure they’re Online video platforms that enable theattracting consumers and sustaining their efficient management and delivery of videoattention—not just interrupting them with ads. to any device, through any channel. Content app platforms that empower webOnline video plays a central role in the new developers to create native apps for multiplemarketing ecosystem. Consumers love it, platforms quickly and cost-effectivelyseek it out, and share it actively across theirnetworks—everything from their favorite ads Open analytics platforms that provideto longer-form entertainment, informational, actionable measurement and reportingand instructional content. A uniquely vivid and through a cross-platform, multi-destinationcompelling medium, video has an unmatched view of content performanceability to tell stories, convey information, andevoke an emotional response; whether or not This whitepaper discusses the opportunitiesa minute of video is actually worth 1.8 million and challenges presented by the rise of contentwords, as calculated by Dr. James McQuivey of marketing, social media, and online video, andForrester Research, there’s no questioning its the Brightcove cloud content services nowexceptional potency for marketing.1 available to address them.At every stage of the customer lifecycle, videoand social media can help integrate paid,owned, and earned media more closely toincrease impact and ROI. But first, marketers[1] Forrester Research, James McQuivey, January 2009©2012 Brightcove, Inc. All Rights Reserved. 1
  4. 4. THE NEW MARKETING ECOSYSTEM:MEDIA INTEGRATION AND CONTENTMARKETINGMarketers typically think about media strategy in terms of three distinctchannels. Paid media, including advertising, search engine marketing,paid search, and email marketing, is purchased on third-party sitesthrough straightforward media buys. Owned media is developed anddisseminated by the company through its own direct-to-consumerchannels, including website content, apps, and the company’s officialsocial media channels. Earned media, unlike paid and owned media,can’t be bought or controlled by the company itself; instead, itrepresents media generated independently by consumers, journalists,and other third parties. Earned media channels includes public relations,social media, and word of mouth.While these channels have traditionally been and social media are now primary forms ofseen as separate elements of media strategy, media discovery, as well as a means for peoplethe lines among them are increasingly blurred. to share their own interests and discoveriesInstead of thinking about advertising in a with others. Recent figures from leading socialvacuum as a mechanism for driving awareness, networks show truly stunning growth:consideration, and sales, marketers also seekto make it a catalyst for engagement with Facebook has over 845 million users postingowned media channels by adding links to a billion items every day2special landing pages, invitations to “like” the Twitter has over 465 million users tweetingcompany’s Facebook page, and so on. Website 175 million times every day3content can spark conversations among fansand beyond, and if you’re lucky, even generate Google+ has 90 million users and addspress coverage. 635,000 new members every week4In part, this shift reflects the rising importance Instagram is adding 10 million users every 10of earned media, as people increasingly look days5to non-trditional media outlets for content. Foursquare has more than 15 million usersEighty-three percent of consumers now use and is growing 50 percent year-over-year6digital media for general news and information,enjoying the freedom to seek out what Pintrest has nearly 19 million unique usersthey’re interested in, not just passively receive visiting the service every month7whatever comes their way via big mediacompanies. Meanwhile, audiences for linearTV, cable, and print continue to shrink. Search[2] Facebook Form S-1, February 2012 [5] TheNextWeb, Instagram Hits 40 Million Total Users, That’s 10[3] The Social Skinny, 100 More Social Media Statistics for 2012, Million New Sign Ups in 10 Days, April 2012 February 13, 2012 [6] Foursquare website, June 2012[4] Google Q4 2011 Earnings, January 19, 2012 [7] USA Today, Pinterest Growth Curve Levels Off, April 26, 2012©2012 Brightcove, Inc. All Rights Reserved. 2
  5. 5. THE NEW MARKETING ECOSYSTEM: MEDIAINTEGRATION AND CONTENT MARKETINGWhat all this means is that marketers have And online video and social media are centralto work harder than ever to earn peoples’ to content marketing. According to Visibleattention and make themselves part of the Measures, the volume of views of brandedconversation—or risk being ignored on content grew 35 percent from Q4 2010 totraditional channels. Content marketing plays a Q4 2011—and more than 25 percent betweenkey role in this effort, as marketers use direct- the third and fourth quarters of 2011 alone.to-consumer channels to deliver high-quality, More than half of B2B marketers plan to userelevant information that generates awareness, video for content marketing in 2012—up fromdeepens engagement, strengthens loyalty, 41 percent a year earlier—and the adoption ofand motivates action. According to a recent social media for content marketing increasedMarketing Profs and CMI Survey, nine of out 15 – 20 percent from 2010 – 2011, including10 marketers surveyed plan to use content 70 percent for Facebook and 56 percent formarketing in 2012, and 60 percent plan to YouTube.9“increase” or “significantly increase” contentmarketing investment in 2012. 8CONTENT MARKETING ACROSS THECUSTOMER LIFECYCLEThe growth of online video and social media in content marketing isno surprise. At every stage of the customer lifecycle, online video andsocial media can make paid, owned, and earned media strategies moretightly integrated, more symbiotic, and more impactful.Reach: Generating awareness optimize for search, but new tools such asand attention the 3Play online video plug-in let you create interactive transcripts of video, then embedOnline video can dramatically improve search them in pages to make them fully indexableengine performance. According to Forrester, and searchable.videos are 53 times more likely than text pagesto appear on the first page of search results.10 Social media provides a powerful multiplierTo take full advantage of this potential, you effect for the reach generated by online video.need a metadata strategy that focuses on YouTube isn’t only a social network aroundthe keywords and phrases most relevant to video; it’s also the second-largest searchthe community you’re targeting for SEO and engine on the web, attracting 157 millionwebsite traffic. In the past, the non-textual unique viewers per month11 to seek, discover,nature of video has made it more difficult to[8] Marketing Profs, 2012 Content Marketing Benchmarks, Budgets and Trends, August 2011[9] Visible Measures, Share of Choice Brand Reports (http://corp.visiblemeasures.com/share-of-choice/)[10] Forrester Research, The Easiest Way to a First-page Ranking on Google, January 8, 2009[11] comScore, U.S. Search Engine Rankings, August 2008©2012 Brightcove, Inc. All Rights Reserved. 3
  6. 6. CONTENT MARKETING ACROSS THE CUSTOMERLIFECYCLEand watch online video. A blended distribution strategy combines the reach of YouTube with thecontrol over branding and user experience available on your own site: your YouTube channel drivesawareness-building and viral sharing, while your own website provides dedicated content for deeperengagement, conversion, and analytics. A YouTube sync capability will help you maintain timely andrelevant content on both channels.As viewership of online video grows across the social web—increasing 40 percent in first quarter of2012—other social media sites are equally important for extending your reach.12 Fully half of socialmedia users follow brands on Facebook, Twitter and other social sites, and more than one-third postbrand-related content.13 With 45 million unique video viewers per month, Facebook is now one of thetop four online video destinations overall.14Hugo Boss used online video and social mediato build excitement and engagement aroundits Beijing Fashion Show in May 2012. Thecompany made live and on-demand videoavailable in both 2D and 3D on its own websiteas well as Facebook, and YouTube. Limited-edition 3D glasses distributed through storelocations around the world included a timestamp for local access to live streams. Thecampaign blended the company’s ownedmedia assets—its online video, website, andofficial social media channels—with earnedmedia in the form of re-sharing by fans andfashionistas as well as considerable presscoverage. The campaign was a tremendoussuccess, generating active participation among Hugo Bossthe audience most important to the companyand its industry.[12] Visible Measures, Q1 2012 Social Video Advertising Report[13] The Social Skinny, 100 More Social Media Statistics for 2012, February 13, 2012[14] comScore, Video Metrix, March 2012©2012 Brightcove, Inc. All Rights Reserved. 4
  7. 7. CONTENT MARKETING ACROSS THE CUSTOMERLIFECYCLEAcquisition: Promoting product education and considerationOne of the guiding tenets of content marketing is that consumers value relevant, engaging contentthat addresses their needs and interests. Many brands are launching their own online video portals toprovide deep product information, demonstrations, how-to-advice, personalized content, and specialoffers.The Citrix TV portal launched by Citrix Systemsoffers thousands of training, demo, and topicvideos to boost engagement and influencethe evaluation and consideration process forIT infrastructure and virtualization solutions.Community-driven prioritization features suchas “most watched,” “most popular,” and viewerratings ensure that users’ video experiences arerelevant, topical, and timely. Citrix TVEngagement: Drawing people closer to your brandCompelling video not only attracts visitors to a website; it can also help keep them there. Vividstorytelling and deep information focus viewers’ attention and entice them to watch additional videos.As their time on site grows, they remain within your branded environment and available for furthermessaging and offers. Cars.com draws more than 10 million monthly visitors to its video-rich website to browse, research, and purchase new and used vehicles, using compelling photo and video content to entice buyers and advertisers. Custom video players, syndicated content, and easy navigation make for a high-quality user experience which has increased time spent watching editorial video content from roughly 30 seconds to more than six minutes.Cars.com©2012 Brightcove, Inc. All Rights Reserved. 5
  8. 8. CONTENT MARKETING ACROSS THE CUSTOMERLIFECYCLEConversion: Turning prospects into customersProduct videos and demos convey a rich, intuitive sense of a product that no web page or datasheet can match, giving customers more confidence about their purchasing decisions. According toeMarketer, video has also been shown to lower the number of abandoned shopping carts, reducereturn rates, and increase sales. In-player calls to action, interactive offers, and buy-now/download-now buttons help capitalize immediately and seamlessly on purchase intent while it’s still fresh in thecustomer’s mind.UK retailer Marks & Spencer worked with Brightcove and our partner Adjust Your Set to implement“shoppable video” on its sites. Synchronized in-player calls-to-action let viewers view moreinformation about featured products as they appear, then click through to the correspondinge-commerce page. Shared on Facebook, the video retains all of this functionality, converting earnedmedia into a viral ecommerce outlet. Within the first six months, the company broadcast more thanone million minutes of video with click-through rates as high as 30 percent. This boosted sales onsome products by as much as 90 percent. The growing role of video in e-commerce is discussed inthe white paper V-Commerce: The Rise of Online Video. Marks & Spencer©2012 Brightcove, Inc. All Rights Reserved. 6
  9. 9. CONTENT MARKETING ACROSS THE CUSTOMERLIFECYCLERetention: Supporting customer success and engagementPost-sale content and video-based support help keep your customer relationships active andvaluable. Integrated into your social media presence, online video gives customers another reason to“like” your brand, as they regularly receive useful information in their feed. Re-sharing further extendsyour earned media footprint and showcases to other prospects the high-quality customer experienceyou provide.Opto 22 has introduced a video-rich customercare center which features long-form andshort-form content such as product demosand tutorials, customer success stories, andTechTalk interviews with industry experts.Hosts and other on-camera personalitiesincrease viewer engagement. Opto 22Loyalty: Fostering word-of-mouth promotionThe popularity, virality, and emotional impact of online video make it highly effective for turningcustomers into loyal fans and brand advocates. Compelling video, user-generated content (UGC), andspecial offers encourage sharing and can help make your video portal a destination in your segment. Nestle Purina launched PetCentric, an online community for pet owners that features online video in addition to game, images, articles, and other content. Acting as a YouTube-like site for pet owners, but offering Nestle Purina a higher level of control over branding and experience, PetCentric includes hundreds of professionally produced videos and UGC uploads, all with ratings, comments, sharing, and other social features. Related content and video recommendations keep visitors on the site longer, while cross-promotions of special offers, community building activities, and links back into other Nestle Purina sites deepen engagement.Nestle Purina©2012 Brightcove, Inc. All Rights Reserved. 7
  10. 10. CHALLENGES POSED BY DIGITALMEDIA TRANSFORMATIONAt the same time that marketers are seeking to capitalize on the powerof content marketing, social media, and online video, they’re also facedwith shifts in consumer behavior that add tremendous complexity tothe task.As web becomes increasingly ubiquitous, run on iOS, and runs on only a segment ofsocial, and integral to daily life any time, Android mobile devices.anywhere, digital consumption is shifting fromtraditional PCs to mobile devices like tablets HTML5 is rapidly emerging as the newand smartphones. Last year, smartphone and standard for video on iOS devices suchtablet shipments surged past desktops and as the iPhone and iPad, as well as on annotebooks for the first time. The vast majority increasing number of Android smartphonesof mobile phones sold today—nine out of and tablets; it also works on Windows10—is a smartphone with a web browser, and MacOS. But in terms of maturity,and each day Apple sells more iPhones than HTML5 today is where Flash was in 2002:there are babies born in the world.15 One in 10 a young standard with as much quirkinessU.S. consumers owns a tablet—a percentage as potential. HTML5 offers limited supportexpected to quadruple over the coming four for third-party plug-ins such as analytics,years16 —and Evercore Partners forecasts 37 limited capabilities for DRM and contentpercent annual growth for mobile Internet protection in video environments,between 2010 and 2015.17 Within the next four inconsistent performance on adaptive multi-years, more consumers will access Internet bitrate streaming, and significant variationcontent via mobile devices than PCs.18 in how video performs based on OS version, browser, and device.In one sense, the explosion of the mobile web Mobile operating systems themselves arecreates a tremendous opportunity for content fragmented. There are several differentmarketers, giving them more ways to reach versions of iOS currently in use, and evenconsumers in more places. But it has been more versions of Android, each of whichaccompanied by significant fragmentation, may vary in video rendering, behavior,which greatly complicates the development of and quality of experience. With no wayan effective cross-platform strategy. Consider: to ensure consistency, marketers face a nightmare of technical tweaking and viewer Adobe Flash has long been the dominant disappointment. standard for Windows and MacOS web experiences, with 99 percent penetration on desktops, laptops, notebooks—but it doesn’t[15] TheNextWeb, There are Now More iPhones Sold Than Babies Born in the World Everyday, January 25, 2012[16] Pew Research Center’s Project for Excellence in Journalism and The Economist Group, The Tablet Revolution and What it Means for the Future of News, October 2011[17] Evercore Partners, Coming of Mobile Internet Devices, December 2010, Figure 1 and IDC, Market Analyis: Worldwide and U.S. Media Tablet 2011–2015 Forecast, Figure 2[18] Morgan Stanley, Internet Trends, April 2010©2012 Brightcove, Inc. All Rights Reserved. 8
  11. 11. CHALLENGES POSED BY DIGITAL MEDIATRANSFORMATIONThe rise of apps is similarly a double-edged works for what content—but most companiessword. On one hand, native apps enable a high still don’t have an effective way to leveragedegree of personalization and can leverage rich it. With more screens, more destinations, anddevice capabilities (push notifications, camera, much more data, managing analytics acrossgeo-location, contacts) to offer the immersive platforms is a major challenge for any marketer.experiences consumers crave. As the content For online video, marketers need to be able todistribution ecosystem “appifies” and the access and work with metrics pertaining to:consumer electronics industry promotes newtypes of Internet-connected devices, apps Awareness and community-building, suchare quickly transforming the way consumers as new and repeat viewers, referral source,engage with content. In fact, people now spend onsite vs. offsite viewing, and geographicmore time each day in mobile apps than in distributiondesktop and mobile web consumption.19 On the Engagement, including viewing time perhome front, 38 percent of U.S. households will session, drop-off and completion rate,have Internet-connected, app-enabled TVs by referral segment engagement, and thethe end of this year. 20 interaction between video and other types of online contentBut taking advantage of this rich new customertouch point is neither simple nor cheap. Conversion and loyalty tracked by on videoBrowser-based and app experiences each viewer segment and KPIshave their own strengths and role to play in thecustomer lifecycle: mobile web for discovery, Performance of video content acrossawareness, consideration, and conversion; and browsers, mobile devicesapps for engagement, loyalty, and advocacy.As a result, marketers must now work through Content apps come with their own set ofboth channels, each with its own distinct required metrics, such as:standards and technologies, development Awareness and community-buildingcycles, and required skills. With TCO for a as reflected in app installs, geographicsingle iOS app costing anywhere from $113,000 distribution, and device distributionfor a mid-range custom app to $330,000 fora more complex custom app—not to mention Engagement, including content popularitythe need for an equivalent Android app and an and time spend in-appoptimized browser-based experience—costscan quickly spiral out of control. 21 Conversion and loyalty based on push notification usage, sharing features andAnalytics becomes hard work, too. In theory, social media, and viewer comments andthe rich behavioral data now available can ratingsprovide valuable insight into what contentworks for what audience, and what audience[19] Flurry, Mobile Apps Put the Web in Their Rear-view Mirror, June 20, 2011[20] Leichtman Research Group, Emerging Video Services VI, April 9, 2012[21] Brightcove, The Lifecycle Cost of Developing and Managing Apps, January 20, 2012©2012 Brightcove, Inc. All Rights Reserved. 9
  12. 12. CLOUD CONTENT SERVICES: AFOUNDATION FOR EFFECTIVECONTENT MARKETINGAs marketers strive to leverage online video and social media forcontent marketing without succumbing to out-of-control costs andcomplexity, a new generation of cloud-based software services helpsthem address the changing realities of the new digital landscape. Bystreamlining the development and maintenance of cross-platformexperiences, these services enable organizations to be more agile,experimental, and adaptive, and free marketing leaders to focuson strategy, messaging, creative execution, measurement, andoptimization—not technical issues.Online video platforms Content app platformsBrightcove Video Cloud, the industry’s A content app platform (CAP) helps marketersdefinitive online video platform (OVP), makes reduce cost and complexity through the fullit simple for marketers to create and manage app lifecycle from development to ongoingbrowser-based video experiences across every operation. Brightcove App Cloud introduces aonline platform. Source video is uploaded new development model that combines nativeonce, then encoded in the cloud into multiple app containers with cross-platform HTML5.formats. On playback, Video Cloud’s smart As a result, web developers can create nativeplayers auto-detect the user’s device, OS, and applications without the need for specializedbrowser, and render the appropriate video native app development skills, then compileexperience automatically. them to both iOS and Android automatically in the cloud. These hybrid apps combine theTo enable full social media integration, Video advantages of native apps with browser-Cloud is white-listed for Facebook, where it based experiences, providing access to nativecan be embedded with its own player, and also capabilities like the camera, microphone,offers YouTube synchronization to support contact list, and push notifications systemblended distribution strategies. Curation and while offering the discoverability, low-cost-moderation features help marketers manage development, and cross-platform reach of theUGC campaigns as well as viewer comments to mobile web.ensure a high-quality, brand-safe experience.Development and deployment of video forSmart TV and over-the-top (OTT) productsis facilitated through an open platformframework with reference apps.©2012 Brightcove, Inc. All Rights Reserved. 10
  13. 13. CLOUD CONTENT SERVICES: A FOUNDATION FOREFFECTIVE CONTENT MARKETINGOpen analytics platformsIncluded with both Video Cloud and App Cloud, an open analytics platform leverages unprecedentedaccess to consumer behavior data across platforms and destinations to fuel insights into contentperformance and marketing ROI. Actionable measurement and reporting help marketers deliverthe right content to the right audiences to achieve specific business objectives, from brand visibilityto conversions to social sharing. Integration with leading analytics packages such as Omniture,Google Analytics, Akamai, and Nielsen provide a rich, 360 degree view of your audience in a singleenvironment.CONCLUSIONChanges in the digital landscape and consumer behavior have createdpowerful new opportunities to gain and sustain consumer attention.By leveraging social media and online video across the full range ofconnected devices, marketers can make paid, owned, and earnedmedia strategies more closely integrated and effective at every stageof the customer lifecycle. Brightcove cloud content services empowermarketers to develop, execute, and refine the right content marketingstrategy for their business while controlling costs and reducingcomplexity.©2012 Brightcove, Inc. All Rights Reserved. 11