Can you please provide a brief description of your company and the role that you play there?
We work at Visit Philadelphia, the destination marketing agency for Philadelphia. We have three people here: Cara Schneider, our media relations director; Kevin Lessard, our media analyst; and Marissa Fischetti, our visual assets manager.
What was the business challenge your company was facing that incited the need for a content marketing platform?
We wanted to distribute B-roll to media outlets that were asking for it. We put our whole digital library online about three years ago, and we were using Google Drive to store and distribute our B-roll. We just wanted a more visual, user-friendly solution. We had a little budget for it. Even though Google Docs only costs us storage, and we could do it internally. It had a lot of quirks. We wanted a new solution.
Was there a specific business goal that you were hoping to accomplish?
Our main business goal for our ISEBOX use was to have a better way to market our B-roll library.
Did your company have a formal selection process for deciding on a content marketing platform? Was your company considering other platforms or possibly contracting a content marketing agency?
We’ve looked into other vendors twice. We did review an agency about a year before to help us market our B-roll library. We just decided it was too expensive, and we didn’t do it. Also, they weren’t locally based, so we were concerned there might be a service lapse because of that. When we were renewing ISEBOX, we also looked at another vendor, which we did end up using for our total library, but not for video distribution. When we talked to them, it was a selection between going with ISEBOX and staying with our internal Google solution. I think we did look quickly at what other vendors were out there, but we didn’t interview any in a heavy-duty way.
Did you initially begin with the platform’s free version or trial period?
We signed on during the summer of 2013, and they gave us three months basically for free. So, I guess that was our trial period, and the billing began in September 2013.
RESULTS & FEEDBACK
Can you share any success, metrics, or overall results of your content marketing campaign since initial implementation of the platform?
The platform has been great at allowing us to send our video materials to the public. It wasn’t as successful in terms of getting our B-roll out for use in the way we wanted it, but it was more successful in getting some more of our edited pieces, and even some of our photography, out there to be used.
Can you speak to the ease of content creation and the quality of content curation?
Our ISEBOX campaign works as a landing pad when people do come to you, saying that they’re coming to Philly and they need B-roll. It is a perfect thing to direct them to, and they have easy access and can get what they need. It’s allowed us to create multimedia packages. We have our full B-roll library, but we also have packages for specific interests. That helps us package up the story.
When we did a Philly cheesesteak campaign, we sent a video out to about 500 food bloggers and writers across the country, and about a dozen or so embedded the video in their Web pages. So, it got a couple hundred views just from those postings, which is definitely more than we’ve ever seen with any of the edited pieces we put out before.
Can you speak to the distribution and integration options available, such as social media channels, websites, or blogs?
The main reason we used ISEBOX originally was to be able to distribute B-roll and track what people are using. What we learned when we signed up with them was that we could also use it as a distribution tool. We use ISEBOX to send out multimedia press releases. It’s a great way to get our videos out to the public.
Distribution took us a little figuring out, and the ISEBOX team was helpful. When the U.S. Open was here, we sent out a distribution to news outlets and sports teams that were covering that event, and let people know we had B-roll available, instead of just sending a press release. I don’t think that, in that format, outlets receiving that didn’t need raw footage. If they needed it, they would come to us and ask for our B-roll. So, it’s been a little trial and error to figure out how to get higher interest when we’re using ISEBOX as a distribution method.
Have you found it necessary to use any of the company’s available tutorials or support resources? Was the support useful and accessible?
In my experience, the ISEBOX support team is super responsive. They’ll look over anything that you’re willing to send out to them. ISEBOX’s customer care could not be better.
Are there any areas of the platform that you feel are not intuitive or that you feel could be improved upon?
The platforms on the reporting end are a little quirky, in terms of pulling individual metrics by date. It’s kind of funky in the database. You have to export it from the system itself and then sort it in an Excel file.
In terms of front-end use, it’s pretty neat, clean, and intuitive. In terms of back-end use, I would give it a B or B-minus. All of the data is there, but the way our shots are loaded it’s just a little cumbersome to pull it. We can see how many views we get and how many imbeds, but it’s been a little cumbersome. When you have hundreds of shots in there and they have similar names, it’s sometimes a little hard to match the metric to the file.
We have a few quick questions and, for each question, we ask you to rate the software on a scale of one to five, with five being the best. What would you give the platform for ease of use and implementation?
What would you give the platform’s features for desired functionality?
For support, as in responsiveness and resources available?
For overall usability and satisfaction with the platform?
How likely are you to recommend the platform to a similar business?
Four and a half.