Content marketers quizzed for ‘best-in-class’ ideas

Video platform Brightcove has commissioned research company Aberdeen Group to find how publishers approach content marketing.

Marketing vice president Steve Rotter says content marketing has emerged as a powerful vehicle for buyer engagement, thought leadership, and demand generation.

Supported by Brightcove, the research project aims to identify best-in-class practices across the content marketing lifecycle, from content development, management, and distribution, to analytics and optimisation.

“Their analysis will quantify the value of content in the marketing mix and help identify the new economics of content marketing,” says Rotter.

Publishers are being invited to join the research panel for the study by sharing challenges, successes and future plans, and will be able to benchmark their own practices through the report.

• Brightcove launched a new video marketing suite at its customer conference in New York. The suite combines video management, marketing and analytics – including cloud implementations – and is complemented by a Gallery product set to help marketers create engaging video portals.

The company has also launched links to the Oracle Eloqua marketing automation platform.