Brightcove Inc.

NEAL MOORECo-Founder & DirectorClick2View

@moores_lore#videomarketingSG

VIDEO STRATEGY & CREATION

Neal MooreCo-Founder & Director

Click2View

www.click2view.asia

AGENDA

@click2View

• What is content marketing?• How is it done?• Why do it?• Why video?• What video?

– YouTube– Facebook & Twitter– Instagram– Snapchat

• Case Study: Visa Newsroom• Questions

“Marketing is telling the world you’re a rock star.

Content Marketing is showing the world that

you are one!”Robert Rose

Content Marketing Institute

www.click2view.asia

WHO AM I?

@click2View

Born, Southeast

London1979

Left Darrick Wood School

1998

Dropped out of University

1999

Promo Producer

1999 – 2002

Freelance TVCreative

2003 – 2005

Diploma (Distinction)2003 – 2004

Media Sales2005

Sales Management / Publishing2005 – 2010

Co-Founded Click2View

2010

Founded Moore’s Lore

Media2016

Co-Founded Can Did TV

2015

www.click2view.asia

WHO AM I?

@click2View

www.click2view.asia

WHAT IS CONTENT MARKETING?

@click2View

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a

clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com

www.click2view.asia

WHAT IS CONTENT MARKETING?

@click2View

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a

clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com

www.click2view.asia

WHAT IS CONTENT MARKETING?

@click2View

“Content marketing is about making the movie, not the trailer. It’s about writing the article, not the ad.

It’s about building the website, not the banner.”www.click2view.asia

NEALMOORECLICK2VIEW

www.click2view.asia

HOW IS IT DONE?

@click2View

The 6 Content Commandments

1.Fill a need2.Be consistent

3.Be human4.Avoid sales speak

5.Have a point of view6.Be the best

www.click2view.asia

WHY DO IT?

@click2View

• STOP building ads, START building assets

• STOP renting their audience, START owning it

• STOP buying audience data, START generating it

• STOP wasting money on ads, START making it on content

WHAT VIDEO?

@click2View

• Then… • Now…

www.click2view.asia

WHAT VIDEO?

@click2View

• Podcasts/Vodcasts• Interviews• Vox-Pops• Animated Infographics• Webinars• Tutorial Videos

• Unboxing Videos• News & Reviews• Documentaries• TV Commercials• Music Videos• Feature Films

WHAT VIDEO?

@click2View

WHAT VIDEO?

@click2View

WHAT VIDEO?

@click2View

SOCIAL VIDEO ON FACEBOOK AND TWITTER

WHAT VIDEO?

@click2View

SOCIAL VIDEO ON INSTA-

GRAM15” 60”

WHAT VIDEO?

@click2View

social video on snapchat

WHAT VIDEO?

@click2View

WHAT VIDEO?

@click2View

“The content and appearance of social video is inextricably

linked to the platform distributing it.”

www.click2view.asia

CASE STUDY

@click2View

From that to

this…

www.click2view.asia

CASE STUDY

@click2View

www.click2view.asia

CASE STUDY

@click2View

• Results– Headline CTR 85% above category benchmark (+270% increase in CTR)– 95% new Visitors daily– More than 75,000 engaged new visitors across Asia-Pacific in just 6 months

www.click2view.asia

QUESTIONS?

@click2View

www.click2view.asia

WHAT ABOUT STORYTELLING?

@click2View

• Most content marketing is not storytelling, it’s simply answering questions

• Most storytelling is not about the story but about the character

• It’s not just about having a story to tell but how you tell the story

• You don’t have to make people cry!

Brightcove Inc.

THANK YOU

www.click2view.asia