The document outlines best practices for using video in content marketing, emphasizing its effectiveness in engaging audiences and driving brand trust. Key findings indicate that 76% of consumers prefer video as a content source, and a positive video experience can lead to increased brand loyalty and awareness. Successful brands are leveraging video to enhance engagement and conversion rates, highlighting its importance in modern digital marketing strategies.

2. Amplifying Content
Marketing with Video
BEST PRACTICES FOR
TELLING YOUR BRAND STORY
Cassandra Zuffante, Director of Partners, EMEA & LATAM

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Average adult
attention span?
TODAY
the year 2002

6. of the buyer journey
is driven through digital
channels and content
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7. Which means
Your content is one
of the most critical marketing
assets
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8. YourCONTENT
is your first sales call
second,
third…

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12. Video content marketing is one of the most
powerful ways to drive marketing results

13. What content types grew the most?
25%
MOBILE CONTENT
VIRTUAL CONFERENCES
RESEARCH REPORTS
VIDEO
44%
70%
33%
28%
52%
15%
10%

14. But what about our audience?

15. About our research
• 2000 Responses
• Global Consumer Audience
• Perceptions and Preferences
for Brand Content
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16. Key findings — A preference for video
76%cite video as their preferred content source
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when consuming brand information
Also, 24% said video is their ‘most trusted’ source of brand content

17. Key findings — Why do you trust video?
• 44% Video more appealing
• 29% It’s more authentic
• 28% It’s more engaging
• 10% It’s more shareable
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18. 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
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36% more likely
to tell friends and
family about the brand
30% more likely to
become brand loyal

19. Successful brands understand
this and are using video

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24. Brightcove Global Presence
• Founded 2004
• NASDAQ: BCOV
• 420 employees
• Headquartered in
Boston, MA
• 5,500 customers in
over 70 countries
• Delivering over 1.3B
streams/month
• 7.6MM player
loads/hour
• 1.7MM video
views/hour
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26. Complete Cloud Solution
Discrete Cloud Solutions
LIVE

27. Media Customers

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SCALE

29. Best practices
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31. Awareness
Engagement
Conversion

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34. “When it comes to
engagement, conversion
and on-brand messaging,
nothing delivers like
video.”
ExactTarget
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35. Is it working?

36. 100%
increase in
time on Site

37. 500
additional
sales leads

38. Reduced page
bounce rate by
12%

39. Awareness
Engagement
Conversion

40. The Challenge
Increase Awareness and Engagement

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42. Print Digital Social Stores

43. Is it working?

44. The Results
320% increase in traffic

45. How long should a marketing
video be?
14 minutes???

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47. 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
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faster launch times 31%
Less buffering 30%
More devices 28%

48. People with bad viewing experiences?
62%
negative perception
of the brand.

49. Awareness
Engagement
Conversion

50. Someone views a product video?
up to
more likely to buy!
Source: Internet Retailer

51. Video on a landing page?
Conversion rates
Source: Eyevision Research 2013

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Link to Liz Earle TV

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54. Upsell and cross sell
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Conversion Tools
Guided Selling

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57. Invest in the right partners
TECHNOLOGY
or product further
PRODUCTION &
STRATEGY
SERVICES &
SOLUTIONS

58. Thank you!