Meet Renee Teeley
Renee (https://www.linkedin.com/in/reneeteeley) is a content marketing strategist, speaker, blogger, video host, and aspiring author. As the Global Director of Digital Marketing Solutions at Brightcove (https://www.brightcove.com/en/solutions/marketing) she is dedicated to helping companies get more value out of their video marketing investments.

She created and launched the Video Marketing Academy (http://videomarketingacademy.brightcove.com/) as an industry resource for learning how to make your video marketing more effective and drive real business results. B2B marketers take note of this fantastic resource for you to take advantage of.

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Renee has presented at top marketing events, such as ReelSummit (http://reelsummit.com/speakers/renee-teeley/), CEB, & CMI’s Content Marketing Master Class (http://www.contentmarketingconf.com/agenda/print).

Today's episode is the grand finale for Season 1 of our podcast. Season 2 launches in a couple of weeks, get the latest updates & exclusive content by becoming a VIP Fan (http://theb2bpodcast.comvip-fans-only/)



Hit play and get started listening to Renee's video marketing wisdom:

Why does video marketing matter for B2B marketers?
"Well, the easy answer is because it works obviously..." - Renee Teeley
Numerous studies (http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/) show the power of video. For example:

* Click-through rates increase 2-3 times when a video is included in email.
* Videos help your prospects better understand your offering by 74%
* Videos on your site impact your Google ranking.

Renee believes including video as part of your integrated marketing activities.
 "Given the choice between a whitepaper or watching a 2 minute video, people will often choose the video." - Renee Teeley
Video is an excellent medium to engage your customers and prospects at every step of the buyer's journey. Also, video gives you great data to analyze around the way that people are consuming the content, this is especially useful for the data driven marketer and something that you aren't able to do at such a granular level as an ebook or a white paper.

[Tweet ""Video is important for B2B marketers because it works." - @rteeley #videomarketing"]

 

How is video evolving?  
"Our tolerance for low quality content & subpar technology is diminishing" - Renee Teeley
Renee believes that storytelling is still the core of video, to be effective you're going to have to tell your story in an interesting and compelling way.

Consumers are expecting to be able to watch your video on any device, anywhere and if it doesn’t load fast enough or if they're not instantly engaged, they move on.

Video should also be produced and edited with your target distribution channels in mind. What works for Facebook might not work for YouTube or for your website.

 

What video analytics should I pay the most attention to? 

What you pay the most attention to will depend on your purpose and goals. A teaser video that converts people to watch a full video focuses more on conversions rather than engagement.

Ask yourself:

* What’s the intent of the video?
* How are we using this data to better inform our marketing decisions?

In general some of the important video analytics to look at are:

Video views
Want more views? Small changes, like updating your thumbnail image, could potentially help drive more views.

[Tweet ""Thumbnail images are one of the most overlooked and underrated aspects of video." - @rteeley #videomarketing"]

Engagement rates
How much of the video are people watching? If people are dropping off early in the video, why are they dropping off? Is the title of the video misleading? Is the intro too long? Did someone say something offensive in the video? Is the video just plain boring?