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

3. Bulleted lists layout
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the year 2002
TODAY
Average adult
attention span?

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of the buyer journey
is driven through digital
channels and content

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

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

14. But what about our audience?

15. About our research
• 2000 Responses
• Global Consumer Audience
• Perceptions and Preferences
for Brand Content
©2014 Brightcove Inc15 |

16. Key findings — A preference for video
©2014 Brightcove Inc16 |
76%cite video as their preferred content source
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
©2014 Brightcove Inc17 |

18. The power of better video — How do you feel
after watching a good online video from a brand?
©2014 Brightcove Inc18 |
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

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
©2014 Brightcove Inc24 |

26. Complete Cloud Solution
Discrete Cloud Solutions
LIVE

27. Media Customers

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SCALE

29. Best practices
©2014 Brightcove Inc29 |

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31. Awareness
Engagement
Conversion

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

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?
©2014 Brightcove Inc47 |
3 of the top 4 consumer responses related to video delivery
faster launch times 31%
Less buffering 30%
More devices 28%

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

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
©2014 Brightcove Inc54 |
Guided Selling
Conversion Tools

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

58. Thank you!