Because 2014 It is critical for video content marketing

This will be a crucial year for content marketing and, especially, for the video. Sophie Rayers, Brightcove Marketing Director for EMEA and Latin America, explains to Digital AV Magazine why these twelve months will be crucial and what challenges lie ahead.

The last year has been remarkable for content marketing. At the beginning of the year, he 93% of B2B professionals used content marketing as part of their overall strategy with substantial success. This has made the expectations for this 2014 be older.

He 90% of professionals are convinced that content marketing will continue to gain importance in the coming months, but the industry is currently at a crossroads. Marketers Could Increase Spending This Year, But only having the guarantee of a concrete return on investment will give brands the confidence to maintain this pace and dedicate more of their precious budgets in the future.

There is clearly a compelling argument to invest more in own content strategies, but content has never been under more pressure to deliver results. So, because 2013 has become a decisive period for content marketing?

The content: great sales claim

For today's consumer, A shopping journey no longer automatically begins in a physical store or with a direct conversation with a brand representative. Our lives may have gotten busier, but we are consuming more content than before and this has transformed us into self-directed buyers who make purchasing decisions based on the online search for information that we do..

So, Content is the first claim of each and every brand, (y, usually, also the second and the third), and naturally bears greater pressure regarding the impact it generates.

Video is a unique medium for both educating and telling stories. And it's proving to play a more valuable role in the content marketing mix., because of how suitable it is to be able to share it in social environments and the ability it has to attract the consumer's attention. Y, ultimately, to deliver a solid return on investment.

These reasons are what have led companies and organizations of all sizes and sectors to invest in video for 2013 to boost your business.

Conversion, Holy Grail of marketing

Marketers are under pressure to demonstrate content performance and increasing conversion rates is the number one priority this year.

Converting prospects into customers is everything when brands look to use content to guide buyers through their buying cycle.. The best brands have already gone beyond pure acquisition, using content throughout the entire customer lifecycle to retain customers and increase the revenue they earn from existing customers.

The key to driving better conversion is understanding the customer journey and delivering the right type of content to the right person., at the right place and time.

It's about finding the intersection points in this journey or the linking possibilities through interactive content experiences that can guide consumers along a specific path. (For example, towards your product or service).

Consumers at different points in this journey will need, naturally, different types of content in different media and places, Therefore, marketing managers must carefully consider what they are proposing to the consumer and ensure that it fits the business objectives..

Video plays a vital role at each of those intersection points in the customer life cycle and, therefore, It is a very powerful means to generate conversions. Videos can work at an introductory level, showing a new product range, a new collection or even immersing the customer in an overall brand experience, thus promoting awareness of that brand. Something very useful when the consumer reaches product evaluation and comparison points..

When the customer is closer to the purchase, Videos with 360° product views fit perfectly, testimonials, celebrity comments, offers and product specifications to generate a significant level of clicks towards the last point, in which the consumer makes an informed purchase.

And what's more, Calls to action in the player and the use of directly shoppable videos ensure that the viewer is interacting directly with the content. Strategically place a “buy now” button, For example, can help take immediate advantage of the purchase intention while it is still fresh in the customer's mind.

But this doesn't end here. Many of the world's largest brands use video in the loyalty stage, ensuring customer retention and, ultimately, leading you to spend more money on additional products and services.

Hoover is a great example of how to offer a set of videos and user-generated content campaigns that allow customers to engage with the brand., and recommend your products to other potential customers.

It's a crucial year for content marketing, and especially for the video. The rise of connected devices and platforms has opened the floodgates for brands to effectively engage with their audiences., turning viewers into buyers, and buyers into loyal brand supporters and repeat buyers.

Now, the task focuses on generating better conversions, ensuring that content integrates with consumers' online lives and serves them appropriately at every stage of their journey. Video will be key to showing the value of content marketing from now on. Thanks to his ability to tell stories and motivate the audience to act, sits at the heart of effective content marketing. And it does so by generating real and measurable results..

 

Sophie Rayers

Marketing Director of Brightcove for EMEA and Latin America