“Video is the most effective content media available,” says Theo Hildyard, VP, Global Demand Generation Marketing at Brightcove. “Brightcove’s research shows 81% of buyers prefer video over written content. It has to be in every part of your buyer journey and sales enablement strategies.”
Brightcove is a premier provider of scalable streaming technology, enabling companies and creators to navigate their digital futures. With a robust suite of products, solutions and expert guidance, Brightcove supports media and enterprise clients throughout their video journey.
“Video is easier to consume than print and people retain more of the information, so you are getting a far better bang for the buck than other content media,” Theo explains.
He recently shared with me a set of best practices for effectively integrating video into your demand generation, deploying it across all your various marketing channels, and mining it for rich analytics to drive personalized engagement.
1) Video in Demand Generation – The Right Content at the Right Stage
“When it comes to demand generation, you have to tailor video to each stage of the buyer journey,” Theo emphasizes. “It is paramount to adjust video length and content.”
TOFU (Top of Funnel): He says to use sizzle videos, with a duration of 90 seconds to 3 minutes, aim to elicit emotions and build brand awareness. These videos are instrumental in establishing a connection with the audience, especially in the early stages of the buyer journey.
MOFU (Middle of Funnel): As prospects move deeper into the funnel, Theo suggests providing more detailed product-oriented information and incorporating customer testimonials. This phase is an opportunity to showcase products, highlight satisfied customers, and establish thought leadership.
BOFU (Bottom of Funnel): At the decision-making stage, third-party validation becomes crucial. Hildyard recommends using analyst reports and accompanying them with teaser videos. Customer video testimonials play a significant role here, providing authentic insights and positive reinforcement.
Hildyard notes that the overall content marketing strategy remains consistent, with video complementing traditional formats like blogs and infographics.
2) Video Channels – Ubiquity and Thought Leadership
To maximize the impact of video, Hildyard advocates for its integration across all marketing channels. This includes paid social on platforms like LinkedIn, video-in-email campaigns, content syndication, and hosting videos on their own channel, PLAYTV. The emphasis is on directing all marketing efforts towards the website or PLAYTV, which offers a Netflix-style experience focused on thought leadership and the streaming industry.
“We’re passionate about bringing eyeballs back to our own properties and not sending them somewhere else. We want to own the first-party data,” Theo says. PLAYTV is strategically designed to be an engaging platform that facilitates easy consumption of thought leadership content.
3) Analytics and Efficacy – Personalizing Engagement through Data
In the realm of analytics, video provides a unique advantage over other content types. A video platform like Brightcove enables precise tracking of viewer behavior, allowing for tailored and personalized strategies:
“With a PDF, we have no idea who has consumed the content or how much. With Brightcove video, we know exactly how much has been consumed, and we can recommend the next content item,” says Theo.
Utilizing first-party data gathered from video consumption, Brightcove builds personalized video strategies. By understanding buyer intent through keywords, engagement levels on the website, and data from marketing automation, they identify qualified accounts and further refine their outreach.
Theo’s insights shed light on the pivotal role of video in the buyer journey and sales enablement strategy. From demand generation to channel integration and analytics, businesses can benefit significantly by incorporating video strategically, keeping the buyer’s engagement and experience at the forefront of their marketing efforts.