This document discusses how content marketing is a top priority for driving awareness, generating leads, and converting sales. It notes that video is an effective storytelling medium that increases engagement. However, multi-channel content marketing across social media, mobile devices, and connected TVs is challenging due to platform fragmentation, high development costs, and confusing analytics across different screens and platforms. Cloud-based software and services can help marketers succeed by building loyalty, expanding their reach, driving business value, and being where their audience is across different devices and platforms.

1. Make Content Marketing Work
in a Social, Mobile World
CONTENT MARKETING A TOP PRIORITY
to drive awareness, generate leads, and convert sales
NINE OUT OF TEN marketers plan to use content marketing in 2012[1]
In a world of social media and self-directed discovery, RICH CONTENT
still draws audiences across channels where traditional marketing tactics fall short Consumers are 70% through the sales
process before they engage directly[3]
VIDEO can tell your product and
brand stories from the very beginning
THE BEST STORYTELLING MEDIUM
for Content Marketing
VIDEO
If a PICTURE is worth 1000 words,
1 MINUTE OF VIDEO is worth
1.8M
35%
GRO WT
WORDS[4] BRANDED
CONTENT
25%
VIEWS
fr o m
Views of BRANDED CONTENT grew 35%
H
32
Q
from Q4 2010 to Q4 2011 — and more than 25 percent 0 11
fro m
to Q
between the third and fourth quarters of 2011[5] 4 2 011
42
Q
010
84%
to Q
4 2 0 11
of Internet users in 56 COUNTRIES watch video
at home on a computer at least once a month[6]
VIDEO-CENTRIC CONTENT MARKETING increases awareness,
engagement, leads, and sales
96%
[9]
Adding video to a landing page
Video in EMAIL marketing can DOUBLE conversions[11]
INCREASES CTR BY
53x
Best-in-class companies use video-based marketing to
achieve 2x THE WEBSITE CONVERSION Online retail shoppers who watch video
RATE of all other companies[8] spend 2 MINUTES LONGER
64
on-site and are
Videos are 53 TIMES MORE
USING
%
LIKELY than text pages to appear VIDEO more likely
on the first page of search results[7] OTHERS to buy [10]
BEST IN CLASS
BUT MULTI-CHANNEL CONTENT MARKETING IS HARD
ON SOCIAL Video views across the social Web grew
40 % in Q1 2012 [12]
NUMBER OF USERS VIEWERS & NEW USERS
157 MILLION
845 MILLION+ post a billion items/day[13]
unique viewers/month[14]
465 MILLION+ tweet 175 million times/day[15]
Almost 19 MILLION
unique visitors/month[19]
90 MILLION growing by 635,000 every week[16]
10 MILLION
15 MILLION+ growing 50% every year[18]
new users every 10 days[17]
1/2 of all social media users FOLLOW BRANDS on social sites — more than 1/3 POST BRAND-RELATED CONTENT [20]
ON MOBILE
People spend MORE TIME
in MOBILE APPS than desktop
and mobile web[26]
MOBILE WEB APPS
72 mins 94 mins
per day per day
Apple SELLS MORE iPHONES in a day
than there are babies born in the world[22]
Within 4 years, more consumers will access Internet content
VIA MOBILE DEVICES than PCs[25]
ONE IN TEN US consumers owns a tablet 28%
at least
& AS MANY will
over the next 4 years[23] 56
at least
% once/day
2016 once/month
2013
2014
2015
Global online consumers
WATCHING VIDEO on MOBILE[22]
EVEN ON WILL OWN
APP-ENABLED
CONNECTED TV
38 2012
OF U.S. HOUSEHOLDS
% TVs BY THE END OF
[28]
WHICH LEADS TO ...
PLATFORM FRAGMENTATION HIGH DEVELOPMENT COSTS CONFUSING ANALYTICS
MORE
99
ADOBE FLASH
% penetration on notebooks
desktops, laptops,
Total Cost of Ownership
for a single iOS app? SCREENS & PLATFORMS
... but doesn’t run on iOS, and only
$ 113k to
$ 330k MORE
on some Android devices
[29]
VIDEO DESTINATIONS
iOS & ANDROID
MANY VERSIONS
+
of each in use
an equivalent ANDROID APP
MORE
(separate team and skills)
+ DATA
Different metrics for
HTML5 an optimized
Still a work in progress BROWSER-BASED experience
Limited DRM, analytics, performance,
(separate team and skills) BROWSERS
vs.
and platform compatibility APPS
YOU DON’T HAVE TO
SOLVE THIS PROBLEM
all on your own
A new breed of CLOUD-BASED SOFTWARE & SERVICES has
emerged — specifically designed to help you succeed
WHAT YOU NEED
online video platform
BUILD LOYALTY EXPAND YOUR REACH
THE FOUNDATION Make your brand “must-see Reach audiences on every
for managing, delivering, TV” with high quality video
content that attracts visitors
screen with Smart Players that
recognize device types and play
measuring and and keeps them coming back content optimized for the
back for more screen and platform
monetizing digital media
across all devices and DETAILED ANALYTICS DRIVE BUSINESS VALUE
platforms Measure real-time content Leverage an extensive ecosystem
performance, viewer habits and of partners and integrations with
device behaviors across third party content management
platforms and geographies with systems and audience
deep out-of-the-box analytics measurement tools
mobile app platform
The base for BUILDING AND OPERATING rich native mobile apps
that connect consumers with your content
SUPPORT FOR iOS PUSH MESSAGING PARTNER ECOSYSTEM
& ANDROID with the ability to send Easy integrations with third
Cost-effectively develop and targeted notifications party ad networks and
manage apps for iOS and servers, content management
Android devices with HTML5 systems and audience
ANALYTICS measurement tools
Understand app performance
and user behavior
BEING WHERE YOUR AUDIENCE IS
Good for YOU, Good for YOUR BRAND & Good for YOUR AUDIENCE
FOR INFOGRAPHIC SOURCES & PDF DOWNLOAD, VISIT
brightcove.com/makeitwork
©2013 Brightcove, Inc.