(UK version) Using Online Video in your Content Marketing Strategy: Best Practices & Priorities
1. Using Online Video in your Content Marketing
Strategy: Best Practices & Priorities
Justin Khaksar
Vice President, Northern Europe, Central Europe & Middle East
jkhaksar@brightcove.com
4. Nine out of 10 B2B marketers are using content
marketing to grow their businesses.
Content Marketing Institute and Marketing Profs 2012 Benchmark Report
8. 1-4 TACTICS
5-9 TACTICS
13-15 TACTICS
20+ TACTICS
16-19 TACTICS
11%
14%
19%
28%
7%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
HOW MANY CONTENT MARKETING TACTICS ARE YOU USING?
AVERAGE 12
10. WHAT CONTENT TYPES GREW THE MOST FROM 2011 TO 2012?
VIRTUAL CONFERENCES
MOBILE CONTENT
RESEARCH REPORTS
VIDEO
44%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
70%
33%
28%
25%
52%
15%
10%
2011
2012
11. WHAT PART OF YOUR BUDGET GOES TOWARD
CONTENT MARKETING?
1000+
100-999 EMPLOYEES
1-10 EMPLOYEES
10-99 EMPLOYEES
42%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
31%
22%
24%
34%
26%
23%
20%
2011
2012
OVERALL 33%
12. ARE YOU PLANNING ON SPENDING MORE ON
CONTENT MARKETING NEXT YEAR?
13. WHAT ARE YOUR GOALS FOR CONTENT MARKETING?
BRAND AWARENESS
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
CUSTOMER ACQUISITION
LEAD GENERATION
LOYALTY
THOUGHT LEADERSHIP
ENGAGEMENT
WEB TRAFFIC
LEAD MGT
SALES
79%
74%
71%
64%
64%
63%
60%
45%
43%
14. HOW DO YOU MEASURE YOUR CONTENT MARKETING?
WEB TRAFFIC
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
SALES LEAD QUALITY
SOCIAL MEDIA SHARING
DIRECT SALES
CUSTOMER FEEDBACK
TIME ON SITE
INBOUND LINKS
COMPANY AWARENESS
LOYALTY
60%
51%
45%
41%
41%
39%
35%
26%
24%
17. FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works – Consumers engage with a
company’s branded videos as often as their ads
Video Always - Brands should use video at
every stage of their customer lifecycle
Video Everywhere – Brands must extend their
content to their entire brand ecosystem
18. BRIGHTCOVE CLOUD CONTENT SERVICES
OUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
19. 6300+ Customers 60 Countries
700 million video streams per month
11 hours of content uploaded every minute