Post on 20-Aug-2015
#MozCon
Consultant, Distilled
Phil.nottingham@distilled.net
@philnottingham
• Video Marketing Expert
• Semi-Professional Pirate
• Draft Ale Enthusiast
PHIL NOTTINGHAM
I’m originally from a background in Theatre and Film
Perception
Reality
Phil’s first day at Distilled
Phil’s second week at Distilled
Distilled Circa 2013
We’ve hired an editor
@philnottinghamhttp://www.distilled.net/about/people/margarita-Iosef/
We’ve started integrating video into more of our marketing campaigns
We’ve started creating video for clients
I want to share some stuff you can take away and use on Thursday
#MozCon
Phil Nottingham
Building a Winning Video Marketing Strategy
Why do video?
Three main goals for content in Online Marketing
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
Three main goals for Video
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
There are massive rewards for doing it well
@philnottinghamPhil Nottingham
Common objections toinvesting in video marketing
Our clients can’t afford to do video
A lot of agencies
@philnottinghamPhil Nottingham
This is partially true
@philnottinghamhttp://www.seomoz.org/seo-industry-survey#spending-and-budgets
Average consulting
budgets are ~ $2000 per month
But short sighted
@philnottinghamhttp://www.unrulymedia.com/article/10-04-2013/video-advertising-market-increases-46-2012-digital-spend-smashes-£5billion-mark-f
Pitch for a fraction of these budgets
Paid Organic
@philnottinghamPhil Nottingham
We can’t afford to make videos ourselves
Some In-house people
@philnottinghamPhil Nottingham
$500 Camcorder$50 Tripod$100 lapel microphone set$500 lighting rig
Total: $1150
@philnottinghamPhil Nottingham
Yeah... but Phil…we don’t have the skills to produce
video…
Several people in the audience
@philnottinghamPhil Nottingham
The people who do are cheap
• http://www.mandy.com• http://www.shootingpeople.org• http://searchlight.com• http://skillset.org• http://www.productionhub.com• http://www.filmandtvpro.com/us/
@philnottinghamPhil Nottingham
There’s tons of resources online to help you learn
• http://www.creativecow.net• http://philipbloom.net/• http://www.lynda.com• http://ae.tutsplus.com• http://www.videocopilot.net• http://www.izzyvideo.com• http://finalcutking.com
@philnottinghamPhil Nottingham
Here’s how to do it
Common Method: Form Driven
@philnottinghamPhil Nottingham
We need to do video
What can we do a
video about?
Makevideo
Optimisevideo
FormMust Follow Function
@philnottinghamPhil Nottingham
Strategic Approach: Goal Driven
@philnottinghamPhil Nottingham
We needto improve
What’s the best
way to do that?
Video?
Define technical& creativestrategy“X”
Only use video when the message would be lost by
any other medium
Why do video?
Three main goals for Video
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
Goal 1
Videos to help sell a specific product or service
@philnottingham
http://www.appliancesonline.co.uk
@philnottingham
A user who watches an Appliances Online video…
@philnottingham
Is TWICE as likely to convert
@philnottingham
Spends 9.1% more money
@philnottingham
Videos
FOR Pages
• Soft Sell• Hard Facts• Empathy
@philnottingham
Include transcriptions in the HTML
@philnottinghamPhil Nottingham
• Valuable for users
• Provides unique and relevant text for product pages
Best paid transcription service
@philnottinghamPhil Nottingham
Ensure you get Rich Snippets
@philnottinghamhttp://www.kurtzandblum.com
How?
@philnottingham
Use a secure, paid hosting solution
@philnottingham
The best platform …by some distance
@philnottinghamhttp://wistia.com/pricing
Create and submit a video sitemap
@philnottinghamhttp://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/
How can I work out whether my pages will
benefit from having video rich snippets?
Someone in the audience
@philnottingham
Split Test SERPs with Mechanical Turk
@philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
Don’t use YouTube for “conversion”
Use YouTube and you’ll drive traffic to YouTube
@philnottinghamhttp://www.youtube.com/appliancesonline
I don’t see why that’s such a problem. Can’t YouTube
also drive to your site Traffic?
Someone in the audience
@philnottingham
1. Link back to site on YouTube Channel homepage
@philnottinghamPhil Nottingham
Two places for (nofollow) links
2. Link back to site with annotations
@philnottinghamPhil Nottingham
For YouTube Partners only
(must allow advertising on your channel)
3. Link back to site with paid overlays
@philnottinghamPhil Nottingham
Organic clicks are
free!
4. Link back to site in video descriptions
@philnottinghamPhil Nottingham
Naked URL Only. rel=“nofollow”
I’ve done some research
95 Individual Company YouTube Channels
@philnottinghamPhil Nottingham
904,053,617 Views
@philnottinghamPhil Nottingham
@philnottinghamPhil Nottingham
Av. CTR = 0.72%
YouTube does not typically drive much traffic back to
your site
@philnottinghamPhil Nottingham
@philnottinghamPhil Nottingham
Up to 99% of potential traffic lost
Steals your traffic
@philnottinghamPhil Nottingham
Doesn’t give much of it back
Don’t use YouTube for “conversion” videos!
@philnottinghamPhil Nottingham
So What’s YouTube useful for then?
@philnottinghamPhil Nottingham
Goal 2
A creative story attached to your brand
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
@philnottinghamPhil Nottingham
Purely Informational Content
Relevant for an audience unfamiliar with your brand
@philnottinghamPhil Nottingham
Use the YouTube Keyword Tool for idea generation
@philnottinghamhttps://ads.youtube.com/keyword_tool
Optimise for YouTube
@philnottingham
• http://www.distilled.net/training/video-marketing-guide/• http:///www.distilled.net/blog/social-media/youtube/youtube-se
o/• http://moz.com/blog/the-marketing-value-of-youtube• Come and speak to me in the bar
Phil Nottingham
Measure user engagement,not views
@philnottinghamhttps://www.youtube.com/analytics
Ensure
consistent quality
to boost overall rankings
@philnottinghamPhil Nottingham
Goal 3
Using video as part of a creative page type
@philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/
190 linking root domains
@philnottinghamhttp://www.simplybusiness.co.uk/microsites/youtube-for-small-business/
38 linking root domains (but it’s new)
Creating a video others will embed
This isn’t the same as “viral content”
@philnottinghamPhil Nottingham
What does it look like then?
@philnottinghamPhil Nottingham
It got awesome links
@philnottinghamhttp://www.forbes.com/sites/matthewnewton/2011/06/30/anatonomy-of-a-computer-virus/
It got awesome links
@philnottinghamhttp://www.scientificamerican.com/article.cfm?id=stuxnet-like-viruses-remain-a-top-us-security-risk
682 links from 214 DomainsTo video on abc.net.au
@philnottinghamPhil Nottingham
6,608 links from 517 domainsTo video on vimeo.com
@philnottinghamPhil Nottingham
To own site To vimeo.com0
100
200
300
400
500
600
214
517
LRDs
LRDs
How can I prevent this?
@philnottinghamPhil Nottingham
Ensure the video is only visible on your domain
@philnottinghamPhil Nottingham
Use a secure, paid hosting solution
@philnottinghamPhil Nottingham
Customise your embed code to include a link
<iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&playerColor=83a529&version=v1&videoHeight=432&vid
eoWidth=768&volumeControl=true" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" width="768"
height="432"></iframe></br>via <a href="http://www.example.com/product-page">Distilled's client</a>
@philnottinghamhttp://dis.tl/video-embed-generator
I’ve made you a tool…
@philnottinghamPhil Nottingham
http://dis.tl/video-embed-generator
But… YouTube and Vimeo can generate social traction
@philnottinghamPhil Nottingham
Bait and Switch (White hat style)
• Securely host• Outreach• Put on YouTube afterwards
@philnottinghamPhil Nottingham
Use OSE to work out who has linked to the videos
@philnottinghamPhil Nottingham
Outreach with a value proposition
@philnottinghamPhil Nottingham
Agency Protip:
Do your clients have successful YouTube
videos?
Blogging Video
Invest in the skills and facilities
@philnottinghamhttp://www.simplybusiness.co.uk/
Simply Business spent ~ $15,000
Interview your customers
@philnottinghamPhil Nottingham
Interview authorities in your niche
@philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has-a-bad-hair-day-and-gives-out-some-advice-on-camera/
Interview your friends & competitors
@philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link-building-and-more-at-linklove/
Thanks for the link
SEOgadget!
Building links with no budget at all for video
Custom YouTube Playlists
@philnottinghamhttps://developers.google.com/youtube/
“I want rich snippets, links and my video on YouTube.
Can I do all the approaches?”
@philnottinghamPhil Nottingham
Several people in the audience
Technical Implementation
can cannibalise
@philnottinghamPhil Nottingham
Content will best support a goal…
…when it’s created with that goal in mind
@philnottinghamPhil Nottingham
Three main goals for video
@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
But you don’t have to reinvent the wheel every time
Hire an editor
~ $300 per day
@philnottinghamPhil Nottingham
Segment your content by goal
Recut and re-edit a library of content to get there
Your BlueprintWinning Video Strategy
Invest in camera, lights and mics
2. Thought leadership “Blogging” video
@philnottinghamhttp://www.youtube.com/playlist?list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi
3. Video News Releases – get journalists to notice you
@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/guidance-video-news-releases
Hire production resource
~ $600 per day
@philnottinghamPhil Nottingham
Build up a library of….
• Interviews• Product shots• Screencasts• General Views
@philnottinghamPhil Nottingham
4. Create Product/category page “conversion” videos
@philnottinghamhttp://www.appliancesonline.co.uk
5. Recut those videos and get links from customers/affiliates etc.
@philnottinghamPhil Nottingham
6. Create videos to augment corporate and people Pages
@philnottinghamhttps://www.huddle.com/resources/collaboration-videos/huddle-behind-the-scenes/
Bigger Budgets?
7. Link baitImage/Graph etc.
@philnottinghamhttp://www.distilled.net/blog/distilled/a-new-species-video-infographics/
8. Creative Stories
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
9. Advertise your content library and permission assets
@philnottinghamhttp://www.youtube.com/watch?v=kVIGuJeS4y4
No Budget at all?
11. Instagram Video
@philnottinghamhttp://mashable.com/2013/06/20/instagram-video-brands/
12. Hangout on air
@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html
Key Takeaways
You don’t have to do everything at once,
but do it well.
@philnottinghamPhil Nottingham
Pitch to go slower
@philnottinghamPhil Nottingham
Making better pages and better marketing channels
@philnottinghamPhil Nottingham
Use Video when it’s the right form of content
for an idea
@philnottinghamPhil Nottingham
Let business goals drive both the technical & creative
Think Big
@philnottingham
@philnottingham
StartSmall
#MozCon
#MozCon
Follow me on the intersociables!
@philnottingham
https://plus.google.com/u/0/10814219921644911322265476521324652464654243465434212154696579765241635243276514967856352416546546587987987652410000000000000001
Do a graph search for “SEO in London who looks a bit like any character from Lord of the Rings”
#MozCon
Sources• Appliancesonline.co.uk• Rei.com• Video = Form Shutterstock• Form must follow function Just google images• Creative Story Lacoste campaign on youtube• Purely information content Shutterstock• Business Goals Shutterstock• Re-edit library Shutterstock• Think Big Shutterstock• Start small Shutterstock