Sophie Rayers Director of Marketing, EMEA & LATAM

@sophierayers

Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story

the year 2002

TODAY

Average adult attention span?

70%

of the buyer journey is driven through digital channels and content

Which means Your content is one of the most critical marketing assets

Your CONTENT is your first sales call

second, third…

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

©2014 Brightcove Inc 11 |

What content types grew the most?

VIRTUAL CONFERENCES

MOBILE CONTENT

RESEARCH REPORTS

VIDEO

44%

70%

33%

28%

25%

52%

15%

10%

But what about our audience?

About our research

©2014 Brightcove Inc 14 |

2000 Responses Global Consumer Audience Perceptions and Preferences for Brand Content

©2014 Brightcove Inc 15 |

Key Findings – A Preference for Video

76% cite video as their preferred content source when consuming brand information

Also, 24% said video is their ‘most trusted’ source of brand content

©2014 Brightcove Inc 16 |

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

©2014 Brightcove Inc 17 |

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

36% more likely

to tell friends and family about the brand

30% more likely to

become brand loyal

Successful brands understand this and are using video

Best Practices

©2014 Brightcove Inc 24 |

3 Awareness

Engagement

Conversion

Awareness

“When it comes to engagement, conversion and on-brand messaging, nothing delivers like video.”

ExactTarget

Is it working?

100% increase in

time on Site

500 additional

sales leads

Reduced page bounce rate by

12%

Engagement

The Challenge Increase Awareness and Engagement

Print Digital Social Stores

Is it working?

The Results 320% increase in traffic

How long should a marketing video be?

14 Minutes???

©2014 Brightcove Inc 43 |

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

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

negative perception of the brand.

62%

People with bad viewing experiences?

Conversion

Someone views a product video?

up to 85% more likely to buy! Source: Internet Retailer

Eyevision Research 2013

Video on a landing page?

75% Conversion rates

48

Link to Liz Earle TV

Upsell and Cross Sell

Guided Selling

Conversion Tools

Thank you!

@brightcove @sophierayers www.brightcove.com