Video Content Marketing Strategy Case Study: Bain & Company
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Video Content Marketing Strategy Case Study: Bain & Company

– In this series of
video content marketing mini case studies, we take a look at specific
channels by great companies and see what we can learn
from what they’re doing with their video content. Bain & Company started posting videos on YouTube nine years ago. That’s a long time, and kudos to them for getting on trend with video content marketing so early on. Most companies, even those
that are focusing on marketing, have only recently made the
jump in the last few years. They post around 10 videos every month or more than two videos a week. That’s a great number of videos, probably more than the average company has the bandwidth to
post in terms of content. But looking at Bain’s
channel gives you a lot of cool ideas on what type
of content you can cover. For example, they may talk about the state of different markets. That’s a whole series of videos. Or they can talk about the
impact of digital transformation on different company departments. Another video series. They also have a lot of how-to videos, like how to get the most out
of customer experience tools. They can leverage frequently asked questions by their clients, or look at industry
conferences and pick questions from the different topics they’ve covered. One reason companies find video content marketing intimidating is because they don’t think
they have enough ideas to produce content regularly. Take a look at Bain’s
channel and get inspired. There’s definitely not a
shortage of content ideas. They already have more
than 700 videos posted and the counter keeps going up fast. And each video gets an
average about 1,000 views. That’s around 10% of
their subscriber base, which is pretty typical to get that many views organically
from subscribers. Now, 1,000 views may
sound very few, right? If you look at most
corporate videos, actually, they get barely 100 views, because corporate videos are either salesy or super boring and poorly produced. So nobody wastes their time
watching them voluntarily. To get 1,000 views in the context of corporate video content
marketing is actually quite good. And you know these are organic views because their videos
consistently hit those numbers. The beauty here is that these 1,000 views are from highly-qualified and
engaged clients or prospects. So you don’t need millions
of views to get results. For Bain, if they get
one call from a client asking about digital transformation, that can lead to a
multimillion dollar engagement. But above all, they’re doing this to establish thought leadership. And that’s where video content
marketing truly shines. It’s not necessarily going
to drive new business, but it’s definitely one of the levers that builds confidence with clients and makes it easier for them to say, “Let’s bring Bain in to
consult us on this topic.” If you take a look at Bain’s channel and leave a comment below with
your thoughts or observations and what you learned about
video content marketing. (upbeat music)

About Ralph Robinson

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1 thought on “Video Content Marketing Strategy Case Study: Bain & Company

  1. I want to start a channel for marketing but I don't want to be in front of the camera, however I have some great ideas, is this can work if I don't appear in front of the camera, thank you

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