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Whitepaper New Content Marketer
1.
THE NEW CONTENT MARKETER Earning
and sustaining consumers’ attention in a more social world 2012 WHITEPAPER ®
2.
CONTENTS 1
Introduction 2 The new marketing ecosystem: Media integration and content marketing 3 Content marketing across the customer lifecycle 8 Challenges posed by digital media transformation 10 Cloud content services: A foundation for effective content marketing 11 Conclusion ©2012 Brightcove, Inc. All Rights Reserved. 2
3.
INTRODUCTION Content marketing has
quickly become a critical part of most organizations’ marketing mix. By providing authentic and engaging content, marketers have achieved proven results and ROI in building brands, increasing social interactions, and ultimately, growing their business. As the digital landscape evolves and must overcome considerable complexity. With mainstream media transforms, marketers more device types, online channels, underlying are developing new strategies for engaging technologies, and cross-platform consumer with consumers. Traditional lines between behavior data to account for, managing cost paid, earned, and owned media are blurring. and time-to-market is a constant challenge. Advertising sparks word-of-mouth, media coverage, and social media activity that A new generation of cloud-based software extend its impact and draw consumers back helps content marketers address the changing to websites, apps, and other brand channels. realities of the digital landscape and become Content marketing helps marketers build more agile, cost-effective, and consistent in brands and increase social interactions the execution of their media strategy. These by giving customers the authentic, highly include: engaging content they crave. In a more social world, marketers must make sure they’re Online video platforms that enable the attracting consumers and sustaining their efficient management and delivery of video attention—not just interrupting them with ads. to any device, through any channel. Content app platforms that empower web Online video plays a central role in the new developers to create native apps for multiple marketing ecosystem. Consumers love it, platforms quickly and cost-effectively seek it out, and share it actively across their networks—everything from their favorite ads Open analytics platforms that provide to longer-form entertainment, informational, actionable measurement and reporting and instructional content. A uniquely vivid and through a cross-platform, multi-destination compelling medium, video has an unmatched view of content performance ability to tell stories, convey information, and evoke an emotional response; whether or not This whitepaper discusses the opportunities a minute of video is actually worth 1.8 million and challenges presented by the rise of content words, as calculated by Dr. James McQuivey of marketing, social media, and online video, and Forrester Research, there’s no questioning its the Brightcove cloud content services now exceptional potency for marketing.1 available to address them. At every stage of the customer lifecycle, video and social media can help integrate paid, owned, and earned media more closely to increase impact and ROI. But first, marketers [1] Forrester Research, James McQuivey, January 2009 ©2012 Brightcove, Inc. All Rights Reserved. 1
4.
THE NEW MARKETING
ECOSYSTEM: MEDIA INTEGRATION AND CONTENT MARKETING Marketers typically think about media strategy in terms of three distinct channels. Paid media, including advertising, search engine marketing, paid search, and email marketing, is purchased on third-party sites through straightforward media buys. Owned media is developed and disseminated by the company through its own direct-to-consumer channels, including website content, apps, and the company’s official social media channels. Earned media, unlike paid and owned media, can’t be bought or controlled by the company itself; instead, it represents media generated independently by consumers, journalists, and other third parties. Earned media channels includes public relations, social media, and word of mouth. While these channels have traditionally been and social media are now primary forms of seen as separate elements of media strategy, media discovery, as well as a means for people the lines among them are increasingly blurred. to share their own interests and discoveries Instead of thinking about advertising in a with others. Recent figures from leading social vacuum as a mechanism for driving awareness, networks show truly stunning growth: consideration, and sales, marketers also seek to make it a catalyst for engagement with Facebook has over 845 million users posting owned media channels by adding links to a billion items every day2 special landing pages, invitations to “like” the Twitter has over 465 million users tweeting company’s Facebook page, and so on. Website 175 million times every day3 content can spark conversations among fans and beyond, and if you’re lucky, even generate Google+ has 90 million users and adds press coverage. 635,000 new members every week4 In part, this shift reflects the rising importance Instagram is adding 10 million users every 10 of earned media, as people increasingly look days5 to non-trditional media outlets for content. Foursquare has more than 15 million users Eighty-three percent of consumers now use and is growing 50 percent year-over-year6 digital media for general news and information, enjoying the freedom to seek out what Pintrest has nearly 19 million unique users they’re interested in, not just passively receive visiting the service every month7 whatever comes their way via big media companies. Meanwhile, audiences for linear TV, cable, and print continue to shrink. Search [2] Facebook Form S-1, February 2012 [5] TheNextWeb, Instagram Hits 40 Million Total Users, That’s 10 [3] The Social Skinny, 100 More Social Media Statistics for 2012, Million New Sign Ups in 10 Days, April 2012 February 13, 2012 [6] Foursquare website, June 2012 [4] Google Q4 2011 Earnings, January 19, 2012 [7] USA Today, Pinterest Growth Curve Levels Off, April 26, 2012 ©2012 Brightcove, Inc. All Rights Reserved. 2
5.
THE NEW MARKETING
ECOSYSTEM: MEDIA INTEGRATION AND CONTENT MARKETING What all this means is that marketers have And online video and social media are central to work harder than ever to earn peoples’ to content marketing. According to Visible attention and make themselves part of the Measures, the volume of views of branded conversation—or risk being ignored on content grew 35 percent from Q4 2010 to traditional channels. Content marketing plays a Q4 2011—and more than 25 percent between key role in this effort, as marketers use direct- the third and fourth quarters of 2011 alone. to-consumer channels to deliver high-quality, More than half of B2B marketers plan to use relevant information that generates awareness, video for content marketing in 2012—up from deepens engagement, strengthens loyalty, 41 percent a year earlier—and the adoption of and motivates action. According to a recent social media for content marketing increased Marketing Profs and CMI Survey, nine of out 15 – 20 percent from 2010 – 2011, including 10 marketers surveyed plan to use content 70 percent for Facebook and 56 percent for marketing in 2012, and 60 percent plan to YouTube.9 “increase” or “significantly increase” content marketing investment in 2012. 8 CONTENT MARKETING ACROSS THE CUSTOMER LIFECYCLE The growth of online video and social media in content marketing is no surprise. At every stage of the customer lifecycle, online video and social media can make paid, owned, and earned media strategies more tightly integrated, more symbiotic, and more impactful. Reach: Generating awareness optimize for search, but new tools such as and attention the 3Play online video plug-in let you create interactive transcripts of video, then embed Online video can dramatically improve search them in pages to make them fully indexable engine performance. According to Forrester, and searchable. videos are 53 times more likely than text pages to appear on the first page of search results.10 Social media provides a powerful multiplier To take full advantage of this potential, you effect for the reach generated by online video. need a metadata strategy that focuses on YouTube isn’t only a social network around the keywords and phrases most relevant to video; it’s also the second-largest search the community you’re targeting for SEO and engine on the web, attracting 157 million website traffic. In the past, the non-textual unique viewers per month11 to seek, discover, nature of video has made it more difficult to [8] Marketing Profs, 2012 Content Marketing Benchmarks, Budgets and Trends, August 2011 [9] Visible Measures, Share of Choice Brand Reports (http://corp.visiblemeasures.com/share-of-choice/) [10] Forrester Research, The Easiest Way to a First-page Ranking on Google, January 8, 2009 [11] comScore, U.S. Search Engine Rankings, August 2008 ©2012 Brightcove, Inc. All Rights Reserved. 3
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CONTENT MARKETING ACROSS
THE CUSTOMER LIFECYCLE and watch online video. A blended distribution strategy combines the reach of YouTube with the control over branding and user experience available on your own site: your YouTube channel drives awareness-building and viral sharing, while your own website provides dedicated content for deeper engagement, conversion, and analytics. A YouTube sync capability will help you maintain timely and relevant content on both channels. As viewership of online video grows across the social web—increasing 40 percent in first quarter of 2012—other social media sites are equally important for extending your reach.12 Fully half of social media users follow brands on Facebook, Twitter and other social sites, and more than one-third post brand-related content.13 With 45 million unique video viewers per month, Facebook is now one of the top four online video destinations overall.14 Hugo Boss used online video and social media to build excitement and engagement around its Beijing Fashion Show in May 2012. The company made live and on-demand video available in both 2D and 3D on its own website as well as Facebook, and YouTube. Limited- edition 3D glasses distributed through store locations around the world included a time stamp for local access to live streams. The campaign blended the company’s owned media assets—its online video, website, and official social media channels—with earned media in the form of re-sharing by fans and fashionistas as well as considerable press coverage. The campaign was a tremendous success, generating active participation among Hugo Boss the audience most important to the company and its industry. [12] Visible Measures, Q1 2012 Social Video Advertising Report [13] The Social Skinny, 100 More Social Media Statistics for 2012, February 13, 2012 [14] comScore, Video Metrix, March 2012 ©2012 Brightcove, Inc. All Rights Reserved. 4
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CONTENT MARKETING ACROSS
THE CUSTOMER LIFECYCLE Acquisition: Promoting product education and consideration One of the guiding tenets of content marketing is that consumers value relevant, engaging content that addresses their needs and interests. Many brands are launching their own online video portals to provide deep product information, demonstrations, how-to-advice, personalized content, and special offers. The Citrix TV portal launched by Citrix Systems offers thousands of training, demo, and topic videos to boost engagement and influence the evaluation and consideration process for IT infrastructure and virtualization solutions. Community-driven prioritization features such as “most watched,” “most popular,” and viewer ratings ensure that users’ video experiences are relevant, topical, and timely. Citrix TV Engagement: Drawing people closer to your brand Compelling video not only attracts visitors to a website; it can also help keep them there. Vivid storytelling and deep information focus viewers’ attention and entice them to watch additional videos. As their time on site grows, they remain within your branded environment and available for further messaging and offers. Cars.com draws more than 10 million monthly visitors to its video-rich website to browse, research, and purchase new and used vehicles, using compelling photo and video content to entice buyers and advertisers. Custom video players, syndicated content, and easy navigation make for a high-quality user experience which has increased time spent watching editorial video content from roughly 30 seconds to more than six minutes. Cars.com ©2012 Brightcove, Inc. All Rights Reserved. 5
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CONTENT MARKETING ACROSS
THE CUSTOMER LIFECYCLE Conversion: Turning prospects into customers Product videos and demos convey a rich, intuitive sense of a product that no web page or data sheet can match, giving customers more confidence about their purchasing decisions. According to eMarketer, video has also been shown to lower the number of abandoned shopping carts, reduce return rates, and increase sales. In-player calls to action, interactive offers, and buy-now/download- now buttons help capitalize immediately and seamlessly on purchase intent while it’s still fresh in the customer’s mind. UK retailer Marks & Spencer worked with Brightcove and our partner Adjust Your Set to implement “shoppable video” on its sites. Synchronized in-player calls-to-action let viewers view more information about featured products as they appear, then click through to the corresponding e-commerce page. Shared on Facebook, the video retains all of this functionality, converting earned media into a viral ecommerce outlet. Within the first six months, the company broadcast more than one million minutes of video with click-through rates as high as 30 percent. This boosted sales on some products by as much as 90 percent. The growing role of video in e-commerce is discussed in the white paper V-Commerce: The Rise of Online Video. Marks & Spencer ©2012 Brightcove, Inc. All Rights Reserved. 6
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CONTENT MARKETING ACROSS
THE CUSTOMER LIFECYCLE Retention: Supporting customer success and engagement Post-sale content and video-based support help keep your customer relationships active and valuable. Integrated into your social media presence, online video gives customers another reason to “like” your brand, as they regularly receive useful information in their feed. Re-sharing further extends your earned media footprint and showcases to other prospects the high-quality customer experience you provide. Opto 22 has introduced a video-rich customer care center which features long-form and short-form content such as product demos and tutorials, customer success stories, and TechTalk interviews with industry experts. Hosts and other on-camera personalities increase viewer engagement. Opto 22 Loyalty: Fostering word-of-mouth promotion The popularity, virality, and emotional impact of online video make it highly effective for turning customers into loyal fans and brand advocates. Compelling video, user-generated content (UGC), and special offers encourage sharing and can help make your video portal a destination in your segment. Nestle Purina launched PetCentric, an online community for pet owners that features online video in addition to game, images, articles, and other content. Acting as a YouTube-like site for pet owners, but offering Nestle Purina a higher level of control over branding and experience, PetCentric includes hundreds of professionally produced videos and UGC uploads, all with ratings, comments, sharing, and other social features. Related content and video recommendations keep visitors on the site longer, while cross-promotions of special offers, community building activities, and links back into other Nestle Purina sites deepen engagement. Nestle Purina ©2012 Brightcove, Inc. All Rights Reserved. 7
10.
CHALLENGES POSED BY
DIGITAL MEDIA TRANSFORMATION At the same time that marketers are seeking to capitalize on the power of content marketing, social media, and online video, they’re also faced with shifts in consumer behavior that add tremendous complexity to the task. As web becomes increasingly ubiquitous, run on iOS, and runs on only a segment of social, and integral to daily life any time, Android mobile devices. anywhere, digital consumption is shifting from traditional PCs to mobile devices like tablets HTML5 is rapidly emerging as the new and smartphones. Last year, smartphone and standard for video on iOS devices such tablet shipments surged past desktops and as the iPhone and iPad, as well as on an notebooks for the first time. The vast majority increasing number of Android smartphones of mobile phones sold today—nine out of and tablets; it also works on Windows 10—is a smartphone with a web browser, and MacOS. But in terms of maturity, and each day Apple sells more iPhones than HTML5 today is where Flash was in 2002: there are babies born in the world.15 One in 10 a young standard with as much quirkiness U.S. consumers owns a tablet—a percentage as potential. HTML5 offers limited support expected to quadruple over the coming four for third-party plug-ins such as analytics, years16 —and Evercore Partners forecasts 37 limited capabilities for DRM and content percent annual growth for mobile Internet protection in video environments, between 2010 and 2015.17 Within the next four inconsistent performance on adaptive multi- years, more consumers will access Internet bitrate streaming, and significant variation content via mobile devices than PCs.18 in how video performs based on OS version, browser, and device. In one sense, the explosion of the mobile web Mobile operating systems themselves are creates a tremendous opportunity for content fragmented. There are several different marketers, giving them more ways to reach versions of iOS currently in use, and even consumers in more places. But it has been more versions of Android, each of which accompanied by significant fragmentation, may vary in video rendering, behavior, which greatly complicates the development of and quality of experience. With no way an effective cross-platform strategy. Consider: to ensure consistency, marketers face a nightmare of technical tweaking and viewer Adobe Flash has long been the dominant disappointment. standard for Windows and MacOS web experiences, with 99 percent penetration on desktops, laptops, notebooks—but it doesn’t [15] TheNextWeb, There are Now More iPhones Sold Than Babies Born in the World Everyday, January 25, 2012 [16] Pew Research Center’s Project for Excellence in Journalism and The Economist Group, The Tablet Revolution and What it Means for the Future of News, October 2011 [17] Evercore Partners, Coming of Mobile Internet Devices, December 2010, Figure 1 and IDC, Market Analyis: Worldwide and U.S. Media Tablet 2011–2015 Forecast, Figure 2 [18] Morgan Stanley, Internet Trends, April 2010 ©2012 Brightcove, Inc. All Rights Reserved. 8
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CHALLENGES POSED BY
DIGITAL MEDIA TRANSFORMATION The rise of apps is similarly a double-edged works for what content—but most companies sword. On one hand, native apps enable a high still don’t have an effective way to leverage degree of personalization and can leverage rich it. With more screens, more destinations, and device capabilities (push notifications, camera, much more data, managing analytics across geo-location, contacts) to offer the immersive platforms is a major challenge for any marketer. experiences consumers crave. As the content For online video, marketers need to be able to distribution ecosystem “appifies” and the access and work with metrics pertaining to: consumer electronics industry promotes new types of Internet-connected devices, apps Awareness and community-building, such are quickly transforming the way consumers as new and repeat viewers, referral source, engage with content. In fact, people now spend onsite vs. offsite viewing, and geographic more time each day in mobile apps than in distribution desktop and mobile web consumption.19 On the Engagement, including viewing time per home front, 38 percent of U.S. households will session, drop-off and completion rate, have Internet-connected, app-enabled TVs by referral segment engagement, and the the end of this year. 20 interaction between video and other types of online content But taking advantage of this rich new customer touch point is neither simple nor cheap. Conversion and loyalty tracked by on video Browser-based and app experiences each viewer segment and KPIs have their own strengths and role to play in the customer lifecycle: mobile web for discovery, Performance of video content across awareness, consideration, and conversion; and browsers, mobile devices apps for engagement, loyalty, and advocacy. As a result, marketers must now work through Content apps come with their own set of both channels, each with its own distinct required metrics, such as: standards and technologies, development Awareness and community-building cycles, and required skills. With TCO for a as reflected in app installs, geographic single iOS app costing anywhere from $113,000 distribution, and device distribution for a mid-range custom app to $330,000 for a more complex custom app—not to mention Engagement, including content popularity the need for an equivalent Android app and an and time spend in-app optimized browser-based experience—costs can quickly spiral out of control. 21 Conversion and loyalty based on push notification usage, sharing features and Analytics becomes hard work, too. In theory, social media, and viewer comments and the rich behavioral data now available can ratings provide valuable insight into what content works for what audience, and what audience [19] Flurry, Mobile Apps Put the Web in Their Rear-view Mirror, June 20, 2011 [20] Leichtman Research Group, Emerging Video Services VI, April 9, 2012 [21] Brightcove, The Lifecycle Cost of Developing and Managing Apps, January 20, 2012 ©2012 Brightcove, Inc. All Rights Reserved. 9
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CLOUD CONTENT SERVICES:
A FOUNDATION FOR EFFECTIVE CONTENT MARKETING As marketers strive to leverage online video and social media for content marketing without succumbing to out-of-control costs and complexity, a new generation of cloud-based software services helps them address the changing realities of the new digital landscape. By streamlining the development and maintenance of cross-platform experiences, these services enable organizations to be more agile, experimental, and adaptive, and free marketing leaders to focus on strategy, messaging, creative execution, measurement, and optimization—not technical issues. Online video platforms Content app platforms Brightcove Video Cloud, the industry’s A content app platform (CAP) helps marketers definitive online video platform (OVP), makes reduce cost and complexity through the full it simple for marketers to create and manage app lifecycle from development to ongoing browser-based video experiences across every operation. Brightcove App Cloud introduces a online platform. Source video is uploaded new development model that combines native once, then encoded in the cloud into multiple app containers with cross-platform HTML5. formats. On playback, Video Cloud’s smart As a result, web developers can create native players auto-detect the user’s device, OS, and applications without the need for specialized browser, and render the appropriate video native app development skills, then compile experience automatically. them to both iOS and Android automatically in the cloud. These hybrid apps combine the To enable full social media integration, Video advantages of native apps with browser- Cloud is white-listed for Facebook, where it based experiences, providing access to native can be embedded with its own player, and also capabilities like the camera, microphone, offers YouTube synchronization to support contact list, and push notifications system blended distribution strategies. Curation and while offering the discoverability, low-cost- moderation features help marketers manage development, and cross-platform reach of the UGC campaigns as well as viewer comments to mobile web. ensure a high-quality, brand-safe experience. Development and deployment of video for Smart TV and over-the-top (OTT) products is facilitated through an open platform framework with reference apps. ©2012 Brightcove, Inc. All Rights Reserved. 10
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CLOUD CONTENT SERVICES:
A FOUNDATION FOR EFFECTIVE CONTENT MARKETING Open analytics platforms Included with both Video Cloud and App Cloud, an open analytics platform leverages unprecedented access to consumer behavior data across platforms and destinations to fuel insights into content performance and marketing ROI. Actionable measurement and reporting help marketers deliver the right content to the right audiences to achieve specific business objectives, from brand visibility to conversions to social sharing. Integration with leading analytics packages such as Omniture, Google Analytics, Akamai, and Nielsen provide a rich, 360 degree view of your audience in a single environment. CONCLUSION Changes in the digital landscape and consumer behavior have created powerful new opportunities to gain and sustain consumer attention. By leveraging social media and online video across the full range of connected devices, marketers can make paid, owned, and earned media strategies more closely integrated and effective at every stage of the customer lifecycle. Brightcove cloud content services empower marketers to develop, execute, and refine the right content marketing strategy for their business while controlling costs and reducing complexity. ©2012 Brightcove, Inc. All Rights Reserved. 11
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