Good content is not storytelling, It’s telling your story well. Apurva Chamaria CRO RateGain describes how video marketing can help move the sales needle and the importance of content value chain right from Inspiration - Rendition - Distribution​- Analytics & ​Optimization​ to Monetization. For more information please write to us at marketing@rategain.com or visit us at https://rategain.com

1. ADS THAT
MOVE THE SALES
NEEDLE
Apurva Chamaria
Chief Revenue Officer
RateGain

2. Inspiration
& Creation
Content
Value Chain
Monetization
Analytics &
OptimizationDistribution
Rendition

3. The Optimal Content Length for Traffic, Shares, and Links is 2,250+
The Content Length is 7 Minutes
Sources of Content Creation & Inspiration
- Use Keyword Research to find new ideas
- Scan competition to identify new trends and topics
- Use Content Apps to find content inspiration
- Use success of the past to create content in the present
- Monitor digital community communication
Monetization
Analytics &
OptimizationDistribution
Rendition
Inspiration
& Creation
Content
Value Chain
Configure Google Alerts for specific keywords , competition, brand
keywords to remain updated. Simplify Curation with Curata
We think customers buy based on price,
features and functions. In reality its emotions,
cognitive biases and engagement experience.
We need to use the latter first”
Bridget Kendrick, CMO, ICIS

4. “Good content is not storytelling.
It’s telling your story well”
Top 5 Content formats for B2B Audience
Lumen5 is an AI based tool that helps create videos for
Social media platforms, faster and cheaper. Take your
message faster to your audience using video
Monetization
Analytics &
OptimizationDistribution
Rendition
Inspiration
& Creation
Content
Value Chain
7%
9%
16%
25%
33%
Case Studies
Videos/Webinars
Product Descriptions
Reviews
Blogs/Articles
"Source : Clutch 2018 consumer marketing survey"

5. “Content is king, but distribution is queen.
And she wears the pants”
Jonathan Perelman, VP, Buzzfeed Motion Pictures
Tag your company leadership/customer contacts/micro-influencers
in your social media posts to increase reach and engagement
Top 5 Content Distribution Channels for B2B Audience
Monetization
Analytics &
OptimizationDistribution
Rendition
Inspiration
& Creation
Content
Value Chain
55%
56%
79%
92%
93%
Webinars/Webcasts/Virtual Events
In-person events
Blogs
Social media platforms (e.g. LinkedIn, Twitter)
Email (e.g. newsletters, welcome emails)
"Source : B2B Marketing Trends : North America, 2018, Content Marketing Institute"

6. Analytics to Track
- Engagement Rate on social media
- Views : Page/Post/Content
- Shares : Post/Content
- Avg. Duration : Time on Page/ Viewing session
- Total Video Click Through Rate (CTR)
- Downloads
Optimization
- Use Titles With Target Keywords Relevant To Audience
- Use the relevant keyword within first 100 words
Filters/alerts in your analytics tool can help track and mitigate
anomalies in your campaign
Monetization
Analytics &
OptimizationDistribution
Rendition
Inspiration
& Creation
Content
Value Chain
“Testing and experimentation when you are
doing something new. If it works scale it”
Sakina Najmi, VP Global Marketing, Sandvik

7. - Creation Costs
- Production Cost
- Distribution
- Third party costs
- Measure
- Cost per lead
- Sales & ROI
$ Sales Generated
Using videos in lead-gen formats will generate
more leads to pursue and close
Monetization
Analytics &
OptimizationDistribution
Rendition
Inspiration
& Creation
Content
Value Chain
$ Spent to Create Content
ROI

8. Inspiration
& Creation
Content
Value Chain
Monetization
Analytics &
OptimizationDistribution
Rendition

9. Case Study 1 | #EverydayHeroes Inspiration & Creation
World Tourism Day 2019 Theme: ‘Tourism and Jobs: A better future for all’
Creation cost : INR 1.5 Lakh, 2 resources, 1 week
Rendition
Video : Series of inspirational stories
Blog : Thought leadership content on LinkedIn
Distribution
Email : Dedicated email campaign to customers and prospects
Social Media : Paid and Organic promotion on LinkedIn, Facebook, Twitter
Analytics & Optimization
3.8 Mn Impressions
Trending #3 on Twitter
2.8 Mn People reached
Monetization
Conversations worth $765k started @eDreams ODIGEO, Hertz,
FB for Travel started

10. Case Study 2 | Smart Helmet by IoT WoRKS
Making workplace near zero hazard environment with an IoT
powered safety helmet
Creation Cost : 3 Lakh, 1 resource, 2 weeks
Video : Product Feature Video
Product Web Page
Email : Dedicated email campaign to customers and prospects
Social Media : Paid and Organic promotion on LinkedIn, Facebook, Twitter
Showcasing helmet & related collaterals at Industry events
7,000 views on Youtube
1.3 Mn Impressions on LinkedIn organic promotion posts
Deal worth 500k for a US based energy provider
Inspiration & Creation
Rendition
Distribution
Analytics & Optimization
Monetization

11. THANK
YOU