Cloud content services provider Brightcove is easing the process of adding video to content management workflows with new prebuilt integrations between its Video Cloud platform and nine leading Web CMS tools: Adobe CQ5, Agility, Atex Polopoly, Drupal, Ektron, Microsoft Sharepoint 2010, PaperThin CommonSpot, Sitecore, and WordPress.

Brightcove Responds to User Needs

In an exclusive interview with CMSWire, Brightcove Chief Marketing Officer Jeff Whatcott explained the rationale behind Brightcove’s decision to launch these standardized Web CMS integrations. “Integration between VideoCloud and content management systems has been happening since the earliest days of the product,” he said. “But often they were one-off projects by clients and not made broadly available.”

In addition, Whatcott said these ad hoc Video Cloud-CMS integrations were often specifically geared to a single use case and not applicable on a larger scale. Over time, patterns emerged from these DIY integrations and criteria became available.

Responding to need and interest on the part of its client base, about eight or nine months ago Brightcove began to work on creating prebuilt open source integrations with popular Web CMS platforms. “We selected the CMS platforms based on the volume of inbound customer inquiries and the prospects we were dealing with,” said Whatcott. He said the availability and willingness of vendors to provide “real resources” and collaborate on the integrations also played a role in selection of initial CMS platforms.

Video Content Provides Unique Value

Integrating Video Cloud with a broader CMS system offers several key advantages to digital content users, according to Whatcott. “Content workflow users don’t have to learn a totally new system,” he said. “People who manage video on a daily basis need a video-specific interface, but people who manage contributions to a site don’t need to know everything about video.”

Whatcott said the Video Cloud-CMS integration will also allow site operators to better take advantage of video’s potential to draw views and clicks. “Video is a strong content type,” he stated. “It pulls the most users through search and has the highest opportunity to generate advertising dollars and conversions.”

With the unified analytics offered by a Video Cloud-CMS integration, Whatcott said users can better understand how video contributes to their site performance and optimize against that data.

Learning Opportunities

Furthermore, he said search engines recognize video as “high-value” content, and properly embedded video helps brings sites and pages to the top of search engine lists. “Video is very complicated,” concluded Whatcott. “There is so much knowledge you need to build a video interface yourself. We’re trying to make it easy to do it the right way.”

Brightcove Looks Ahead

Brightcove is continuing an effort to enter the broader CMS space it began last May with the release of AppCloud, a platform through which publishers can deploy content to multiple devices, including mobile platforms. App Cloud automatically generates compiled code for Apple iOS and Google Android, which converts content into native apps for these platforms. Meanwhile, the software also generates touchscreen-friendly websites, aimed at devices like smartphones and tablets.

Brightcove appears to understand that consumers are interested in content, not delivery form. Despite the complexities of back-end cross-channel integration, today’s consumer wants to consistently interact with content across all channels they use.

Content management vendors that effectively enable customer-facing content providers to offer this functionality will gain a big competitive advantage over those who take an old-fashioned siloed approach to content management.

The open source Video Cloud CMS integrations are API-driven, requiring users to enter their Video Cloud account information once. Thereafter, the CMS recognizes the Video Cloud library, presenting videos, thumbnails and metadata, and supporting search and tagging functions within the native CMS environment.