Shannon Murphy
Expressive
B2B Content Marketing Strategist. Passions: Video, SEO, Social & UX. Formerly Brightcove, 3Play & HubSpot. Contact: hello@shinecontentstrategy.com
PROJECTS
Google Drive Document
1:1 Conversations with Video: Marketing Automation, Interactivity, and Personalization
Enable valuable digital dialogues through a combination of marketing automation, interactive video, and personalized content. Intelligently crafting these elements of your campaign, while effectively integrating the tech stack tools that empower 1:1 conversations (OVP, MAP, and CRM), can create a remarkable video marketing strategy.
Google Drive Document
A PERFECT MATCH, ABM + VIDEO: Tactics and Planning for Beginners
Account-Based Marketing or ABM is a hot topic amongst marketers. Another hot topic Video. Luckily, these strategic marketing techniques can be used together. There is no need to be intimidated! We’re here to assure you that once your marketing team embraces ABM, you’ll be excited to utilize video as a way to serve the most dynamic and personalized content to your target accounts.
Google Drive Document
Fresh Insights For Optimizing Your Social Video Strategy
Video, a powerful and engaging medium, is used to convey messages, which are shared or published to social media networks. Most of us are social network users and we share videos with our friends and followers—whether it is advice, tips, recommendations or inspiration. As brand marketers, we craft video content, design a distribution strategy for it, and analyze interactions all with the intent of helping viewers build a personal connection with our brand. Learn best practices for Facebook, Twitter and YouTube.,
Google Drive Document
The Hero's Guide to Video Marketing Chapter 4: Strategies Across the Customer Journey
In this chapter, you’ll learn that to make your video goals a reality, specific types of video promoted across particular channels are best suited to meet your objectives. We’ll address specifics for each customer lifecycle stage. Reviewing the basic definition, key performance indicators, and additional considerations to determine the best
use of video at each stage.
brightcove.com
Video for eCommerce: How Video Can Boost Sales, Enrich Customer Experiences and Accelerate Your Buyer’s Journey
When it comes to eCommerce, video is still being underutilized. Most brands are using video in some capacity to drive awareness amongst a mass audience, but few are unlocking the value of video to deliver excellent customer experiences and advance the buyer’s journey online. In this eBook, we examine how video can be used at each stage in the buyer’s journey to enhance the customer experience and drive results.
brightcove.com
Shannon K. Murphy's Brightcove Posts
All authored posts. This does not include ghostwritten or editorial/SEO managed posts.
brightcove.com
Interactive Video: The New Way to Engage Your Audiences [Report ...
To engage short attention spans, marketers are using videos with a compelling twist. They’re adding interactivity, marketing automation, and personalization to build out a more advanced feedback loop, creating robust conversations with prospects and customers.
Demand Metric and Brightcove, in cooperation with our interactive partners, surveyed interactive video users about how they currently employ interactivity in videos. For marketers looking to get started, or expand their interactive video offerings, use these benchmarks to guide you.
content.snapapp.com
Why Interactive Video Powerfully Fuels Personalized Marketing Automation (And How to Get Started)
A marketing automation campaign or nurture stream is only as good as the information gained by content interactions. Wouldn’t you like to ask questions rather than waiting idly for click-throughs? That’s where interactive video and a personalized content experience come in. Interactive video triggers and analytics, like video impressions, play rate, and total views, can help you to identify interests, personalize content, and build momentum through relevance.
Chief Marketer
Five Ways to Grow Your Video Marketing Program - Chiefmarketer
I conducted an hour long interview with Greg Posten, director of digital marketing and general manager of Symantec TV , digging into his unique approach to video marketing. He has been managing video marketing at Symantec for 5 years and took their program from 20 videos a quarter to 150 videos a quarter in 3 years! Needless to say I learned a lot from him and then ghost wrote this post on behalf of my client, Brightcove.
files.brightcove.com
The Hero's Guide to Video Marketing
This 24 page e-book covers the history of video as engaging medium, builds the case for video across channels and throughout the customer lifecycle and coaches the creation of SMART video marketing goals.
I wrote the first two chapters from scratch and then overhauled a current piece to sit in for Chapter 3.
3Play Media
How the ADA (Americans with Disabilities Act) Impacts Online Video Accessibility
In 2008, the ADA Amendment Act broadened the scope of how disability is legally defined; psychological, emotional, and physiological conditions are now included.
While a disability may limit an individual’s capacity, it is the responsibility of both public and private entities to provide equal access through accommodations suiting the disabled individual’s needs.
This civil rights statute was created for the sole purpose of limiting discriminatory practices towards disabled individuals. When the ADA passed, it was the first time a law ensured disabled individuals would not be excluded from participation in essential everyday activities. Before this, buildings were not legally obligated to provide handicap ramps, allow entry to service animals, or provide informational signage in Braille.
The ADA consists of five sections that cover different aspects of an individual’s engagement with society:
Title I: employment
Title II: public entities
Title III: public accommodations
Title IV: telecommunications
Title V: miscellaneous provisions
3Play Media
Ebook: Transforming Video SEO through Transcripts and Captions
In this e-book we discuss:
Video SEO basics
Case studies and an ROI analysis of transcripts and captions
Video transcript publishing methods
YouTube SEO and viewership strategies
Content marketing optimization through video transcripts
International SEO and subtitles
Optimization techniques for videos behind a paywall
3Play Media
Copyright Law and Fair Use: Legal to Caption Public YouTube ...
January 8, 2014 | What is Fair Use?
The legality of adding captions to public YouTube videos is governed by the principle of “fair use,” a provision woven into the very fabric of copyright law.
Fair use balances the needs of content creators with those of content users and also allows for the evolution and exchange of ideas. Whereas copyright law is a set of rules, fair use is a set of exceptions of equal importance. Fair use is evaluated on four factors, which allow interpretation in diverse situations.
3Play Media
2014 Roadmap to Accessibility in Higher Education
How can our college make accessibility a priority?
What laws does my university need to comply with?
Which course content should be made accessible?
Where should the budget come from?
Who is responsible at our institution and how will we allocate resources to accessibility?
In an effort to answer these questions and more, we conducted in-depth research as well as interviews with university administrators, accessibility coordinators, faculty, and disabled students. The outcome: a comprehensive 22-page white paper that includes case studies, flexible strategies, implementation designs, applicable laws, and numerous resources.
blog.vidcaster.com
Quick Guide: Modern YouTube Strategy for Business Video
This quick guide for business video covers how to drive measurable video marketing success with YouTube and your own site....