Think romantic comedies are just mindless fluff? Think again—it turns out they’re chock full of lessons that you can apply to your video marketing strategy. Grab a bucket of popcorn and keep reading to find out how your next trip to the movies could jumpstart your work.

Lesson 1: Follow the formula (campaign templates)

Sure, critics give rom-coms a hard time for being formulaic; but why mess with a good thing? The same applies to marketing: don’t reinvent the wheel for every video campaign. You should have a good feel for what works (if you don’t, the data will tell you), so take what you’ve learned and start making templates. Create a repeatable timeline and a bill of materials (aka a list of required assets) for each type of campaign. This will save you time and brainpower, so you can focus on coming up with creative new concepts.

Lesson 2: Know your audience (target personas)

Ever notice how the trailers you see at the theater seem to be well-tailored to the audience for that movie? It’s no accident. Movie-makers know exactly who’s going to be interested in a movie long before it hits the screen. You may not be creating trailers for your video campaigns, but you should know who they’re targeting before you even start creating them. Gather your market research and build a portfolio of user and buyer personas, with examples of messaging that apply to each of them.

Lesson 3: Give the people what they want (customer-focused content)

If moviegoers want to be scared, they go to a horror movie. If they want to have an existential crisis, they stay home and watch Black Mirror. When it comes to rom-coms, the audience wants a couple of good-looking leads who are kept apart by insurmountable circumstances and funny hijinks until the last five minutes, when everything gets tied up neatly. And when it comes to marketing, your prospects want content that’s going to help them do their jobs, not a sales pitch. So make sure the content you’re serving them adds value to their day, whether it’s a how-to guide, a downloadable guide , or a fun and engaging blog post (hint hint).

Lesson 4: A little conflict doesn’t hurt (lead with challenges)

Like I said above, rom-coms generally include a whole host of circumstances that keep their leads apart until the very end. Those challenges keep the audience invested and engaged—and addressing the challenges your audience is facing will keep them engaged too. Lead the conversation by reminding your audience of their pain points and showing that you understand. Of course, this lesson only works if the product you’re marketing can solve their challenges, which brings me to my last point…

Lesson 5: Don’t skip the feel-good ending (present solutions)

Rom-coms always end optimistically. It leaves the audience feeling hopeful for the future—and your marketing should too. It’s tempting to focus on your product, but the most successful marketers know that their audience cares more about solutions. Once you’ve reminded them of the challenges they’re facing at work, show them an easy way to solve those challenges (with your product, of course).

Next time you’re at the movies, I hope you don’t turn your nose up at the latest rom-com. It could help you revamp your entire video marketing strategy .

To view our Partner blog, click here

When it comes to events, we know you’ve got a lot of choices competing for your attention (and your budget) in 2019. That’s why we’re so excited to introduce the theme of PLAY 2019: Break Through.

What does “Break Through” mean?

Competition is fierce. Audiences are demanding. Technology is constantly shifting. When you’re immersed in this landscape, it can be hard to find inspiration among all the distractions. PLAY is an opportunity to step away from the day-to-day, hear from speakers who are far from your video comfort zone, and immerse yourself in what’s new, what’s next, and what matters. This is content that will break through the noise.

Here’s what break through means for each of our PLAY content tracks.

Break through for marketers:

Breakthrough content. Breakthrough campaigns. At PLAY 2019, marketers will learn how content connects brands to their audiences—specifically, how to use video to forge those connections. Session workshops will also dive into strategy: how to craft campaigns from the ground up, in a way that drives your business forward. Don’t worry—we’ll also cover how to fuel your content creation, so your pipeline is always stacked with fresh video content. And what do a stacked pipeline, best-in-class campaigns, and inspiring content have in common? They all require a streamlined workflow—so we’re covering that too.

Break through for media

How do content producers get their videos to stand out against the monsoon of online content? PLAY 2019 will go there. We’ll also talk about finding and retaining new viewers, innovative new ways to monetize content, and scaling digital programs across channels and devices.

Break through for corporate communications

Whether your communications are internal or external, the content needs to be secure. That’s why we’ll have PLAY sessions on how to safely distribute content across geographies, audiences and channels. And we know there’s a limited budget for content creation, so we’re also going to talk about using that budget to create the most compelling videos possible.

From start to finish, PLAY 2019 will cover an entire spectrum of content from practical to inspiring. We’ve lined up industry experts, visionaries, and Brightcove gurus to share their genius. Will we see you there?

To view our Partner blog, click here

Throughout the year, industry leaders and innovators come together at major events and conferences to share insights and learn more about the future of their space. While it’s always valuable to have some of your team members on the ground to discuss your brand and offerings at these important industry events, a successful, comprehensive marketing strategy involves more than just the right in-person talking points.

In order to establish your brand as a thought leader and maximize your opportunities to connect with prospects, you need to create and distribute the right event content before, during, and after a conference takes place.

Before the event

When it comes to the biggest and most important events in your industry, you should start publishing relevant content weeks (or months) in advance. By establishing the right strategy here, you can take advantage of the opportunity to increase your site traffic and brand awareness.

Blogs

There are two main approaches you can take when it comes to pre-conference blogs . One option is to create a post that focuses on the future event itself. This kind of blog can cover what attendees should expect, the themes of the conference, session highlights, and other relevant information. These posts are also the perfect place to call attention to any panels or sessions your team will be involved in.

Another option is to create blog content around the key themes of the upcoming conference. For example, imagine that you work in the ecommerce space and interactivity is going to be a major topic at an upcoming industry event. Consider developing associated interactivity 101 and roundup posts that empower you to define your brand as a leader in this space. Getting in on a trending conversation in this way can give you an organic search engine optimization (SEO) boost.

Webinars

Similarly, you could create webinars that focus on the major themes and topic areas that will be discussed. By having one of your internal subject matter experts (SMEs) lead the webinar, you can further highlight your team’s expertise—making prospects even more interested in connecting at the event itself.

Assets required for scheduling meetings

Is your team planning on hosting meetings with customers and prospects while they’re at the event? If so, you should develop a landing page where users can book a specific time slot. And don’t forget to create various marketing assets that will drive your audience to this page.

One particularly engaging content type to use for this purpose is a short promo video. These videos can be shared on social and included in any pre-event emails you send out to prospects and customers. A straightforward, simple formula to use here is to leverage b-roll event footage from previous years to make up the majority of the visuals. You can then incorporate on-screen text or a voiceover to explain that your team would love to connect at the event—and provide all the pertinent information about scheduling a meeting. If you have the necessary interactivity integrations in place, you can even add a call-to-action (CTA) at the end of the video with a link to the landing page where individuals can book a specific time slot.

During the event

Some of the most exciting and impactful event content is published or distributed during a conference. This content serves one of two purposes. The first is to share first-hand insights and exciting reveals with those who could not make it in person. And the second is to provide your marketing and sales team with physical assets that they can distribute.

Social posts

Live tweeting has become a hugely important part of every event content strategy. Once you have a plan in place for which team members will be attending a particular conference, consider who will have the time and social media expertise necessary to be in charge of live tweeting. Make sure to limit this responsibility to one or two individuals—and clearly define who is in charge of posting about each session. In particular, powerful social content can incorporate photos taken during the event itself and inspiring quotes pulled from speakers.

Live streams

If you want to take your event content to the next level, consider incorporating a live stream into the mix. Depending on your technical capabilities and integrations, you can stream this content on a hosted site or your social channels. If you have the necessary permissions and access levels, you can potentially stream panels your organization is involved in—as well as unique content, such as in-person interviews your team conducts.

Vlogs

Daily vlogs are another type of valuable video asset you can create during an industry event. These videos can fuel social content and serve to recap what’s happening on the show floor each day. Overall, this content can provide your audience with a first-hand visual peek into what it’s like to be at the conference.

Datasheets

If you have a booth or other space where prospects and customers can arrange to meet with your team, you should come prepared with printed assets to distribute. Datasheets that highlight the specific features, advantages, and use cases of your products can be a really valuable tool to drive these in-person conversations and encourage new contacts to follow up with your team at a later time.

Press releases

If your team is planning on making any big announcements during an industry event, you should make sure your public relations team has an approved press release that’s ready to go live right away. These announcements may revolve around new product releases or updates, new executive leaders of your company, and other exciting changes.

After the event

Don’t let the conversation end after a conference is over. There are a variety of different ways you can leverage content to keep the momentum going.

Recap blogs and videos

Consider developing blogs and videos that summarize the most exciting announcements, trends, and themes that your audience should be aware of moving forward. This content will be particularly enticing for those who couldn’t make it to the conference, but the assets will also be valuable recaps for those who were there.

In particular, an event summary video can be a powerful and engaging asset to include in any follow-up communications you send out. This may include a post-event thank-you email to new contacts who took the time to meet with your team.

Repurposed content

Some of the content you create prior to or during an event can be repurposed down the line. For instance, if one of your team members gave a presentation, you can incorporate their slide deck and insights into blog content, LinkedIn posts, and more. You can also repurpose any live-streamed content by turning it into video-on-demand (VOD ) assets. If you can find a way to make some of these assets evergreen, you can leverage this content for even longer.

Webinars

After a major industry event, you should have a solid understanding of some of the biggest trends that will be shaping your space for months to come. Capitalize on these trending topics by creating associated webinars. Is there a new type of technology that’s changing the game? Create 101-style webinars that introduce the basics. Is your target audience facing a new challenge? Develop product webinars that highlight how your offerings can help them overcome this hurdle.

It’s clear that content should play a major role in your overall event marketing strategy. By creating and distributing the right assets before, during, and after a conference, you can establish your brand as a thought leader and maximize your opportunity to connect with prospects.

To view our Partner blog, click here

This year, PLAY is growing in every way—we’re welcoming more attendees, more speakers, and more sponsors. But perhaps the most exciting development is an entire additional day of content . On Tuesday, May 14 PLAY attendees will have the chance to participate in their choice of six different workshops or an all-day tech-a-thon. Keep reading for a preview of what they’ll cover.

PLAY Workshops

With three workshops in the morning and three in the afternoon, PLAY attendees can choose to attend one or two workshops on Tuesday. These are a high-value, hands-on opportunity to grow your knowledge and skills. Here’s a sneak peek of one workshop:

Get Up and Running With Your OTT Service, led by Jonathan Hurd, will feature industry experts giving practical advice for choosing the best media model, UX best practices for OTT services, and evaluating what monetization model fits your business.

Other workshops will cover video production, video marketing strategy, scriptwriting, and more.

PLAY Tech-a-thon

During this full-day, hands-on developer workshop, participants will solve unique problems working alongside Brightcove’s top engineers utilizing the latest API and product technologies. This workshop is designed for software developers and technical integrators who are interested in building customizations and integrations that enhance their organizations’ tech stacks.

We’ll be updating the PLAY website regularly with more information on Tuesday’s workshops and tech-a-thon. Ready for your video skills to break through to the next level? Get your ticket for PLAY!

To view our Partner blog, click here

In today’s ever-changing marketing landscape, account-based marketing (ABM) is on the rise. Read on to learn the basics of launching an ABM campaign, and how you can leverage this type of marketing program to your advantage.

What is ABM?

ABM is a powerful B2B marketing and sales strategy in which you deliver personalized campaigns to a set of target accounts. By developing a strategic ABM program, you can identify and reach the prospects and customers you value most—and move them along the sales funnel. This multi-pronged approach is particularly valuable within today’s marketing and sales space, as the customer journey has continued to moved online.

Where should you start?

Before you can begin launching ABM campaigns, you must develop your strategy and the necessary processes for content creation and measurement.

Follow these steps:

1. Create your target lists: Which brands will be your top priority? Which industries are you targeting first?

2. Develop a cross-department plan: How will your marketing and sales teams work together to ensure your ABM campaigns are successful?

3. Determine your value proposition: How do your products and services uniquely solve your target audience’s challenges? What messaging will you use throughout your campaign?

4. Define your metrics: How will you measure the success of your campaigns? What are your KPIs?

5. Review your data: Were your campaigns effective? Were they worth your investment in time and resources?

6. Refine your list: Which brands do you want to target in your next campaign?

What types of ABM assets can you create?

Your ABM campaigns can incorporate a variety of different content types—from emails and online ads to personalized landing pages and webinars. In particular, video assets can play an extremely important role in your ABM program, as this medium empowers you to build trust and make a more personal connection with your audience. After all, when prospects and customers can see and hear you talking, your message will resonate with them on a more emotional level.

Looking for some inspiration? Here are a few examples of how you incorporate video into your ABM strategy:

Employee bio videos

At Brightcove, we create Meet Your AM (account manager) videos, in which our account team members introduce themselves to customers, define their role, and highlight how brands can leverage our video suite to grow their businesses. The goal of these videos is to nurture and expand our existing customer base, and we leverage these assets in a variety of different ways. Account managers incorporate this content into their signature lines and email signatures—and we also use these videos in our ABM advertising campaigns that are targeted at our customer base.

Here’s how it works: We use Demandbase code to trigger the personalization for the video. So when a customer clicks on our ABM ad (“Hey [customer name], did you know you are a customer of Brightcove? Meet your AM.”), they go to a personalized landing page. This page includes the embedded Meet Your AM video, plus links to relevant, valuable content. The personalization logic is as follows: If account manager = Hamish, play Hamish’s video (with the video ID provided by the Brightcove tool).

Overall, these ABM campaigns are really valuable because they expose our customers to the people behind the brand, and help them become familiar with their specific point of contact.

Personalized bumpers

Another scalable approach is to create personalized bumpers for any industry-focused videos you produce. You can add these bumpers to the beginning or end of the video—while keeping the bulk of the content the same.

For instance, if you’re targeting financial services companies, you can create one standard video that outlines how your product suite helps this particular audience innovate and stay ahead of their competitors. And then you can end that video with a bumper that provides logos of some of your top (and most recognizable) financial customers, as well as any associated statistics or other information that highlights your value proposition.

These types of assets help you drive home the point that you understand this particular audience’s challenges and how to overcome them.

Interactivity

Another way to add dynamic personalization into your ABM videos is to incorporate interactivity . At the most basic level, you can use this technology to simply call out the target’s name, account name, or industry. These simple touches can make a video seem like it was made just for this target account, and intended specifically for this one use case. But you can also go a step further by adding CTAs, links, polls, forms, chaptering, and more.

Thankfully, incorporating these elements into your video content has never been easier. Companies like HapYak provide the tools and insights you need to create powerful interactive content—and measure the results. These types of personalized videos put the viewer in control of the content experience, which leads to increased engagement and a stronger emotional connection.

Over recent years, it’s become abundantly clear that ABM can be a powerful tool for reaching your target audience and moving them along the sales funnel. Now that you know all the basics, you can begin launching your campaigns with ease.

To view our Partner blog, click here

In today’s marketing landscape, video plays an increasingly powerful role in brands’ social media strategies. Often considered to be the most engaging form of content, short, captivating videos flood various social channels on a daily basis.

So, how can you deliver top-notch social videos that drive followers to engage with your brand? You can start by avoiding these three common mistakes when creating video content for social media:

1. Forgetting to provide video captions

Over recent years, various social platforms have incorporated auto-mute functionality for video content. This means that in many cases, your followers won’t hear the audio associated with the social videos you upload unless they actively unmute them.

Of course, this poses a variety of challenges for marketers . In order to capture your audience as they scroll through their feed, you need to optimize your social videos for sound-off viewing. One way to do this is by adding captions—allowing your followers to experience the script and get a better sense of what’s happening while the content is muted.

There are a variety of different benefits to keep in mind here. For instance, when you add closed caption files to your videos, the search engine bots that crawl the internet will index and weigh these files in your search results—providing you with a search engine optimization (SEO) boost. And captions make your social videos more accessible for those with hearing impairments.

Thankfully, transcribing and delivering captions can be a seamless process that doesn’t require a heavy lift on your end. By integrating with a company like 3Play Media , you can process closed captions and multilingual subtitles quickly and easily.

2. Linking to a video hosted on another site

In order to fully reap the benefits of your social videos, you must push your content to the channel’s native player—as opposed to linking to a video hosted on another site. Today’s social channels’ newsfeed algorithms reward a native video experience, which means pushing to the native player will give your content the greatest chance of being viewed by scrolling followers. Social networks also build out more analytics and mobile viewing functionality for this type of content—giving you the tools you need to make your videos even more powerful.

In contrast, posts with external links will take up less visual real estate, and add an extra click between your follower and the video in question.

Recent research has also shown that native social videos lead to increased engagement. According to quintly’s Facebook Video Study , native Facebook videos receive an average of 530 percent more comments than YouTube videos.

3. Missing out on data insights

In order to create the kind of powerful social videos that your audience is seeking, you must refer to your video analytics on a regular basis. Doing so will help you understand what is—and isn’t—working, providing you with the insights you need to make strategic decisions.

Once you’ve created and shared a variety of different social videos, evaluate your data to determine which type of video content earned the most views, comments, and shares. By examining your analytics in this way, you can identify patterns that will help you nail down the types of videos that will resonate best with your audience.

While it’s always a good practice to keep testing out new content types and strategies, it’s important to focus your energy on creating more of what has been proven to work. Doing so will help you ensure that the associated video production time is worth the results you gain.

When creating video content for social media, there are a variety of different factors you must keep in mind. By avoiding the three common mistakes outlined above, you can be one step closer to creating powerful social videos that will lead to increased engagement.

To view our Partner blog, click here