Kanban recently partnered with Brightcove to deliver a project combining Kanban’s extensive content management and content engineering expertise with Brightcove’s cloud-based video delivery platform. The result delivered greater audience engagement for users by broadening content availability for desktop and mobile viewing while also providing a shorter content development lifecycle for the marketers. The key to that success was a solution conceived to better process, manage, and deliver video content to the end user.
Developing a successful integration point between OpenText TeamSite and Brightcove required some specific content engineering considerations:
- Architecture: How to best re-architect the delivery of video content by shifting hosting to a CDN environment for delivery on desktop, mobile, and native applications, while reducing time spent on content entry.
- Proofing: How to implement a proofing solution that enabled videos to be securely viewed in TeamSite prior to deployment to the cloud, so that they could be thoroughly tested before publication.
- Workflow: Where and in which way to integrate with the TeamSite workflow so that sensitive content could be withheld from automatic uploads. In our specific case, we needed to make sure that confidential product information wasn’t available on public-facing servers until the moment a product has launched.
- Tagging Interface: Determining the ideal design and integration of a video-tagging interface within TeamSite that captured Brightcove-specific and custom metadata so that it could be labeled, searched, categorized, and tagged for syndication to multiple channels.
- Integration: In most cases, the relationship between content management and any third-party platform can be established in a variety of ways. In this case, we evaluated two options, FTP batch provisioning and REST, and considered the implications on marketing user’s interface. We ultimately decided on an option that would maximize adoption of the tool.
If done right, you can realize the following impact from a new content distribution process:
- Reduced set-up time: When dealing with new content creation, users had previously relied on a process of converting from native formats to Flash and mobile-friendly video. Brightcove’s automatic transcoding service allowed multiple video file formats to be systematically created from the native file format and automatically distributed across Brightcove’s content delivery network without requiring further handling, conversion, or file transfer. As a result, marketing users spent a fraction of the time they had previously spent uploading, converting, and deploying video.
- Easier updates: For content updates, marketers no longer needed to think about delivery in terms of managing multiple video assets when a piece of content changed. Instead, they simply updated their change in one place and the system was capable of deploying, transcoding, and pushing the updates live without further intervention.
- Improved user engagement: Video consumption improved, enabling users to view video in an HTML5 player, Flash wrapper, or a number of mobile-ready formats, based on their device. All videos are optimized to play at an optimal data rate based on the user’s network speed and device type. This enhancement broadened overall viewership and increased video quality by allowing users of iPads, iPhones, and Android devices, who had previously been excluded from showing video because of the lack of Flash support, to view videos on their devices.
- Faster downloads: Delivery via the Brightcove cloud service resulted in increased download speeds for users.
- Increased virality: Enhanced social sharing capabilities allowed users to post videos for their friends on Facebook, Twitter, email, or by embedding the video player on third-party sites.
The shortened content lifecycle enabled by integrating a content management system such as OpenText TeamSite with an online video provider reduces time to market. It creates a streamlined process for how video is processed, managed, and delivered. When leveraged effectively, digital markers are empowered to re-deploy their content creation staff to more valuable tasks, reducing the time-consuming work associated with managing a video library and optimizing audience experience.