0
Video Strategist, Distilled
Phil.nottingham@distilled.net
@philnottingham
•  Video Marketing Expert
•  Semi-Professional P...
The first time is typically
awkward, embarrassing and
best forgotten.
@philnottinghamPhil Nottingham
Distilled’s first time…
@philnottinghamPhil Nottingham
The more you do it,
the better you get…
@philnottinghamPhil Nottingham
From Video Content
to Video Strategy
PHIL NOTTINGHAM
Video Strategist, Distilled
Phil.nottingham@distilled.net
@philnottingham
•  Video Marketing Expert
•  Semi-Professional P...
Video strategy is the vision which guides
future content creation, technical
implementation and measurement.
Phil Nottingh...
Online video strategies have
historically looked like TV
advertising strategies
Common Approach to Video Marketing
@philnottinghamPhil Nottingham
Pay a creative
agency to make it
Put the video
everywher...
Common Approach to Video Marketing
@philnottinghamPhil Nottingham
Pay a creative
agency to make it
Put the video
everywher...
Online Video Online TV
@philnottinghamPhil Nottingham
≠
STRATEGIC APPROACH
We need to improve “X”
What’s the best way to do that?
Video
Define technical & creative strategy
Goal ...
All content must be
goal driven.
Distilled axiom
@philnottinghamPhil Nottingham
Think Of Your Channels
Like A (real) Football Team
Don’t Build A Team Of Attackers
A
B
V
Alcohol By Volume?
Always
Be
Valuable
MVC
(Minimal Viable Conversion)
@CraigBradfordCraig Bradford
Establish an MVC at every stage in the funnel
Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All
I’m originally from a background in
Theatre
…and I call this “Dramaturgy”.
@philnottinghamPhil Nottingham
Actioning:
Expressing
goals in terms
of transitive
verbs.
@philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus-
M...
The purpose of this video is
to [transitive verb] the
audience into [minimum
viable conversion].
@philnottinghamPhil Notti...
You can also dissect other
videos in this way…
@philnottinghamPhil Nottingham
The purpose of this video is
to amuse the audience into
thinking of HubSpot
positively
@philnottinghamPhil Nottingham
Segment goals according to
your conversion funnel
Personalise content
by user group
Learn as much as you can about your audience
@philnottinghamshutterstock.com
Sign Up For Google Tag Manager
@philnottinghamhttp://www.google.com/tagmanager/
Upgrade to Google Universal Analytics
@philnottinghamhttp://dis.tl/H2RgUq
Enable Demographic Data
@philnottinghamhttp://dis.tl/H2VhrN
Dimension Widening
@philnottinghamPhil Nottingham
Develop personas
@philnottinghamPhil Nottingham
Lavigne the In-house
Videographer
–  Likes: Labradoodles,
Vignettes
–  Dis...
Undertake targeted and effective
market research
Ask the right questions at the right time
Find out more about your customers
Discover who influences them
Create content which appeals
to your target audience at each
stage in the conversion funnel.
@philnottinghamPhil Nottingham
Goal 1
@philnottinghamPhil Nottingham
Videos for pages.
A user who watches an
AO.com video…
@philnottinghamPhil Nottingham
Is TWICE as likely to convert
@philnottinghamPhil Nottingham
Spends 9.1% more money
@philnottinghamPhil Nottingham
Real people, with real
expertise, offering genuine
advice.
@philnottinghamPhil Nottingham
Don’t hire actors for conversion video
Good Girl Gina does not work for you…
No one wants to buy things from these
people.
Authenticity > Professionalism
Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All
Don’t duplicate the same video
across multiple pages
@philnottinghamPhil Nottingham
Each page must be the
canonical result for the video
embedded on it
@philnottinghamPhil Nottingham
But you don’t have to reinvent the
wheel every time
Build up a
library of….
@philnottinghamPhil Nottingham
•  Interviews
•  Product shots
•  Screencasts
•  General Views
Slight adjustments in targeting
will allow you to repurpose
your content
@philnottinghamPhil Nottingham
Recut and re-edit a library
of footage to get there
Create transcriptions and put
them in the HTML as page copy
@philnottinghamPhil Nottingham
•  Valuable for users
•  Provid...
This is cheap and easy to do…
@philnottinghamPhil Nottingham
Investigate
getting video
snippets for
commercial
landing
pages
@philnottinghamhttp://www.kurtzandblum.com
Wistia automates this process for you
@philnottinghamhttp://www.distilled.net/blog/video/creating-video-
sitemaps-for-each...
Video snippets can both help
and hinder click through rates
from search
@philnottinghamPhil Nottingham
Split Test SERPs with Mechanical Turk
@philnottingham
http://www.tomanthony.co.uk/tools/serp-
turkey/
Split test thumbnails variations
to maximise your Video SEO
potential
@philnottinghamPhil Nottingham
Split test edits and stylistic adjustments
Ask for feedback after conversion:
“What almost prevented you?”
@philnottinghamPhil Nottingham
Metrics that don’t matter:
•  View Count
•  Shares
•  Links
•  Watch time
@philnottinghamPhil Nottingham
Metrics that do matter:
•  Conversion rate at a page
level
•  Revenue
•  Organic traffic to page
@philnottinghamPhil Notti...
Goal 2
This isn’t the same as “viral content”
@philnottinghamPhil Nottingham
What does it look
like then?
@philnottinghamPhil Nottingham
Whiteboard Friday
@philnottingham
http://moz.com/blog/category/whiteboard-
friday
Provide uncommon expertise
and insight
@philnottinghamPhil Nottingham
Integrate video as part of a
wider creative page type
@philnottinghamPhil Nottingham
@philnottingham
http://www.simplybusiness.co.uk/microsites/
wordpress-for-small-businesses/
190 linking
root
domains
Think laterally about your
brand
@philnottinghamPhil Nottingham
Pro Tip for link building –
don’t make these videos too
heavily branded
Make sure your Facebook Open
Graph tags are implemented correctly
@philnottinghamPhil Nottingham
Make use of Twitter Cards
@philnottinghamPhil Nottingham
Use the Wistia social bar
@philnottinghamPhil Nottingham
Particularly the backlink feature
@philnottinghamPhil Nottingham
Utilize Paid Promotions
@philnottinghamPhil Nottingham
Metrics that don’t matter:
•  View Count
•  Revenue
@philnottinghamPhil Nottingham
Metrics that do matter:
•  Email subscribers
•  Shares
•  Links
•  Organic traffic to page
•  Referring traffic
@philnotti...
Goal 3
We are entering the Mad Men era of the internet
@philnottinghamPhil Nottingham
Video is an incredibly
important part of that shift
@philnottinghamPhil Nottingham
Common Approach to Video Marketing
@philnottinghamPhil Nottingham
Pay a creative
agency to make it
Put the video
everywher...
Online Video Online TV
@philnottinghamPhil Nottingham
≠
“Home” and “Hero”
“Home”
(Short form, Scalable)
Tutorials & How-to’s
@philnottinghamhttp://youtube.com/rei
REI have a great library of
informational content
@philnottinghamhttp://www.youtube.com/rei
As do Home Depot
@philnottingham
https://www.youtube.com/channel/
UCfB9yx0y0dUwQ0lpjH8R4gA
But it doesn’t need to be sensible
@philnottinghamPhil Nottingham
@philnottinghamPhil Nottingham
Purely informative/entertaining
with no transactional call to action
Relevant for an audience
unfamiliar with your brand
@philnottinghamPhil Nottingham
“Hero”
(Viral Videos)
Your brand is not what you
sell, it’s how you sell it.
Hannah Smith, 2013
@philnottinghamPhil Nottingham
It can work for smaller budgets
too
@philnottinghamPhil Nottingham
Host for maximum visibility
@philnottinghamPhil Nottingham
Only valuable for creatives
@philnottinghamPhil Nottingham
Optimise for YouTube (YouTube SEO)
@philnottingham
•  Optimise Title and Descriptions for
relevant search terms
•  Include...
Ad Spend = Social Proof
@philnottinghamPhil Nottingham
77,000 Views
Cost - $8000
(Avg. CPV = 10c
Make use of annotations to
drive views of other videos
@philnottinghamPhil Nottingham
Use The Playlist architecture
@philnottinghamPhil Nottingham
Customise channel homepage
with channel trailer
@philnottinghamPhil Nottingham
Pay to seed content socially
Metrics that don’t matter:
•  View count
•  Referring traffic
•  Paid vs organic traffic Split
•  Cost per impression
@phi...
Metrics that do matter:
•  Unprompted brand recall
•  Cost per segment impression
•  Share rate
•  Branded search volume
•...
FAQ
How often do you need to
publish things?
@philnottinghamPhil Nottingham
Not that often.
Phil Nottingham, 2014
@philnottinghamPhil Nottingham
Regularity hasn’t helped Distilled
@philnottinghamPhil Nottingham
Consistent Quality Publishing
>
Consistent Publishing Schedule
@philnottinghamPhil Nottingham
I work in for an agency and every
week one of my clients demands I
make them a viral video for
$1000. What can I do about ...
“I want Dollar Shave Club”
Viral is not a goal.
They usually want popularity.
@philnottinghamPhil Nottingham
Popularity is a bad goal
@philnottinghamPhil Nottingham
Acceptable goals for video:
•  Increased unprompted brand
awareness
•  More links and social shares
•  More referral traff...
Time Money
Talent
You need at least two
Should I put my product
videos on YouTube
Someone in the audience
@philnottinghamPhil Nottingham
No.
Phil Nottingham, 2014
@philnottinghamPhil Nottingham
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?
@philnottinghamPhil Nottingham
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
YouTube is for top of funnel content only
@philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube
I want rich snippets, links
and my video on YouTube.
Can I target every goal with
the same video?
@philnottinghamPhil Nott...
Technical Implementation
can cannibalise
@philnottinghamPhil Nottingham
Think Of Your Channels Like A
Soccer Team
Content will best
support a goal…
…when it’s created
with that goal in mind
@philnottinghamPhil Nottingham
All content must be
goal driven.
Distilled axiom
@philnottinghamPhil Nottingham
Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All
Segment goals according to
your conversion funnel
@philnottinghamPhil Nottingham
@CraigBradfordCraig Bradford
Establish Your Minimum Viable Conversion at every stage in the funnel
Personalise content
by user group
@philnottinghamPhil Nottingham
Tie it to your audience
@philnottinghamshutterstock.com
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
Start
Small
Thanks!
Questions?!
PHIL NOTTINGHAM, VIDEO STRATEGIST
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy
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Phil Nottingham at #WistiaFest - From Video Content to Video Strategy

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Phil Nottingham's slides from WistiaFest 2014 (minus embedded videos). Phil sets out a framework for a goal driven approach to video marketing, where hyper targeted content rules the roost.

Published in: Marketing, Spiritual, Business
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Notes
  • Thanks much for the presentation!

    Question on Slide 155, the 95 companies and their CTRs, it would be extremely helpful for me to know what their strategy was on YouTube, if it was simply brand awareness, viral content, entertainment, etc. I can definitely understand why the CTR would be low. I mean, I never went to Old Spice's website when I saw the funny man who 'I wished I was.'

    BUT, if each of those companies were providing quality educational content, solving a problem and then actively inviting people over to their site for some free related resource with a link in the video or at least the description, THEN these numbers would truly be alarming to me.

    The reason I ask is because on most of the sites I have worked on I have seen YouTube traffic as one of the highest converting traffic sources, but I guess it highly depends on the context those videos provide to visitors.

    Also, what of uploading to YouTube and then using that video as embeds across your site...I know that pages with video on them, in general, rank better than those that don't, but do you know if Google favors YouTube embeds over other video platform embeds?
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  • Thank you. Thank you. Thank you.
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  • More good advice and less BS about content & video than than I've seen in ... forever.
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Transcript of "Phil Nottingham at #WistiaFest - From Video Content to Video Strategy "

  1. 1. Video Strategist, Distilled Phil.nottingham@distilled.net @philnottingham •  Video Marketing Expert •  Semi-Professional Pirate •  Enthusiastic Beer Drinker PHIL NOTTINGHAM
  2. 2. The first time is typically awkward, embarrassing and best forgotten. @philnottinghamPhil Nottingham
  3. 3. Distilled’s first time… @philnottinghamPhil Nottingham
  4. 4. The more you do it, the better you get… @philnottinghamPhil Nottingham
  5. 5. From Video Content to Video Strategy PHIL NOTTINGHAM
  6. 6. Video Strategist, Distilled Phil.nottingham@distilled.net @philnottingham •  Video Marketing Expert •  Semi-Professional Pirate •  Enthusiastic Beer Drinker PHIL NOTTINGHAM
  7. 7. Video strategy is the vision which guides future content creation, technical implementation and measurement. Phil Nottingham, 2014 @philnottinghamPhil Nottingham
  8. 8. Online video strategies have historically looked like TV advertising strategies
  9. 9. Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Put the video everywhere Have idea for a Video Decide you want to create a video Judge success based on the number of impressions Pay for some seeding/ advertising
  10. 10. Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Put the video everywhere Have idea for a Video Decide you want to create a video Judge success based on the number of impressions Pay for some seeding/advertising But this doesn’t work very well
  11. 11. Online Video Online TV @philnottinghamPhil Nottingham ≠
  12. 12. STRATEGIC APPROACH We need to improve “X” What’s the best way to do that? Video Define technical & creative strategy Goal Driven @philnottinghamPhil Nottingham
  13. 13. All content must be goal driven. Distilled axiom @philnottinghamPhil Nottingham
  14. 14. Think Of Your Channels Like A (real) Football Team
  15. 15. Don’t Build A Team Of Attackers
  16. 16. A B V
  17. 17. Alcohol By Volume?
  18. 18. Always Be Valuable
  19. 19. MVC (Minimal Viable Conversion)
  20. 20. @CraigBradfordCraig Bradford Establish an MVC at every stage in the funnel
  21. 21. Hyper Targeted @philnottinghamPhil Nottingham > One Size Fits All
  22. 22. I’m originally from a background in Theatre
  23. 23. …and I call this “Dramaturgy”. @philnottinghamPhil Nottingham
  24. 24. Actioning: Expressing goals in terms of transitive verbs. @philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus- Marina-Caldarone/dp/0896762521
  25. 25. The purpose of this video is to [transitive verb] the audience into [minimum viable conversion]. @philnottinghamPhil Nottingham
  26. 26. You can also dissect other videos in this way… @philnottinghamPhil Nottingham
  27. 27. The purpose of this video is to amuse the audience into thinking of HubSpot positively @philnottinghamPhil Nottingham
  28. 28. Segment goals according to your conversion funnel
  29. 29. Personalise content by user group
  30. 30. Learn as much as you can about your audience @philnottinghamshutterstock.com
  31. 31. Sign Up For Google Tag Manager @philnottinghamhttp://www.google.com/tagmanager/
  32. 32. Upgrade to Google Universal Analytics @philnottinghamhttp://dis.tl/H2RgUq
  33. 33. Enable Demographic Data @philnottinghamhttp://dis.tl/H2VhrN
  34. 34. Dimension Widening @philnottinghamPhil Nottingham
  35. 35. Develop personas @philnottinghamPhil Nottingham Lavigne the In-house Videographer –  Likes: Labradoodles, Vignettes –  Dislikes: Lav mics –  Shops at: b&hphotovideo.com –  Inlfluencers: Philip Bloom
  36. 36. Undertake targeted and effective market research
  37. 37. Ask the right questions at the right time
  38. 38. Find out more about your customers
  39. 39. Discover who influences them
  40. 40. Create content which appeals to your target audience at each stage in the conversion funnel. @philnottinghamPhil Nottingham
  41. 41. Goal 1
  42. 42. @philnottinghamPhil Nottingham Videos for pages.
  43. 43. A user who watches an AO.com video… @philnottinghamPhil Nottingham
  44. 44. Is TWICE as likely to convert @philnottinghamPhil Nottingham
  45. 45. Spends 9.1% more money @philnottinghamPhil Nottingham
  46. 46. Real people, with real expertise, offering genuine advice. @philnottinghamPhil Nottingham
  47. 47. Don’t hire actors for conversion video
  48. 48. Good Girl Gina does not work for you…
  49. 49. No one wants to buy things from these people.
  50. 50. Authenticity > Professionalism
  51. 51. Hyper Targeted @philnottinghamPhil Nottingham > One Size Fits All
  52. 52. Don’t duplicate the same video across multiple pages @philnottinghamPhil Nottingham
  53. 53. Each page must be the canonical result for the video embedded on it @philnottinghamPhil Nottingham
  54. 54. But you don’t have to reinvent the wheel every time
  55. 55. Build up a library of…. @philnottinghamPhil Nottingham •  Interviews •  Product shots •  Screencasts •  General Views
  56. 56. Slight adjustments in targeting will allow you to repurpose your content @philnottinghamPhil Nottingham
  57. 57. Recut and re-edit a library of footage to get there
  58. 58. Create transcriptions and put them in the HTML as page copy @philnottinghamPhil Nottingham •  Valuable for users •  Provides unique and relevant text for product pages
  59. 59. This is cheap and easy to do… @philnottinghamPhil Nottingham
  60. 60. Investigate getting video snippets for commercial landing pages @philnottinghamhttp://www.kurtzandblum.com
  61. 61. Wistia automates this process for you @philnottinghamhttp://www.distilled.net/blog/video/creating-video- sitemaps-for-each-video-hosting-platform/
  62. 62. Video snippets can both help and hinder click through rates from search @philnottinghamPhil Nottingham
  63. 63. Split Test SERPs with Mechanical Turk @philnottingham http://www.tomanthony.co.uk/tools/serp- turkey/
  64. 64. Split test thumbnails variations to maximise your Video SEO potential @philnottinghamPhil Nottingham
  65. 65. Split test edits and stylistic adjustments
  66. 66. Ask for feedback after conversion: “What almost prevented you?” @philnottinghamPhil Nottingham
  67. 67. Metrics that don’t matter: •  View Count •  Shares •  Links •  Watch time @philnottinghamPhil Nottingham
  68. 68. Metrics that do matter: •  Conversion rate at a page level •  Revenue •  Organic traffic to page @philnottinghamPhil Nottingham
  69. 69. Goal 2
  70. 70. This isn’t the same as “viral content” @philnottinghamPhil Nottingham
  71. 71. What does it look like then? @philnottinghamPhil Nottingham
  72. 72. Whiteboard Friday @philnottingham http://moz.com/blog/category/whiteboard- friday
  73. 73. Provide uncommon expertise and insight @philnottinghamPhil Nottingham
  74. 74. Integrate video as part of a wider creative page type @philnottinghamPhil Nottingham
  75. 75. @philnottingham http://www.simplybusiness.co.uk/microsites/ wordpress-for-small-businesses/ 190 linking root domains
  76. 76. Think laterally about your brand @philnottinghamPhil Nottingham
  77. 77. Pro Tip for link building – don’t make these videos too heavily branded
  78. 78. Make sure your Facebook Open Graph tags are implemented correctly @philnottinghamPhil Nottingham
  79. 79. Make use of Twitter Cards @philnottinghamPhil Nottingham
  80. 80. Use the Wistia social bar @philnottinghamPhil Nottingham
  81. 81. Particularly the backlink feature @philnottinghamPhil Nottingham
  82. 82. Utilize Paid Promotions @philnottinghamPhil Nottingham
  83. 83. Metrics that don’t matter: •  View Count •  Revenue @philnottinghamPhil Nottingham
  84. 84. Metrics that do matter: •  Email subscribers •  Shares •  Links •  Organic traffic to page •  Referring traffic @philnottinghamPhil Nottingham
  85. 85. Goal 3
  86. 86. We are entering the Mad Men era of the internet @philnottinghamPhil Nottingham
  87. 87. Video is an incredibly important part of that shift @philnottinghamPhil Nottingham
  88. 88. Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Put the video everywhere Have idea for a Video Decide you want to create a video Judge success based on the number of impressions Pay for some seeding/ advertising
  89. 89. Online Video Online TV @philnottinghamPhil Nottingham ≠
  90. 90. “Home” and “Hero”
  91. 91. “Home” (Short form, Scalable)
  92. 92. Tutorials & How-to’s @philnottinghamhttp://youtube.com/rei
  93. 93. REI have a great library of informational content @philnottinghamhttp://www.youtube.com/rei
  94. 94. As do Home Depot @philnottingham https://www.youtube.com/channel/ UCfB9yx0y0dUwQ0lpjH8R4gA
  95. 95. But it doesn’t need to be sensible @philnottinghamPhil Nottingham
  96. 96. @philnottinghamPhil Nottingham Purely informative/entertaining with no transactional call to action
  97. 97. Relevant for an audience unfamiliar with your brand @philnottinghamPhil Nottingham
  98. 98. “Hero” (Viral Videos)
  99. 99. Your brand is not what you sell, it’s how you sell it. Hannah Smith, 2013 @philnottinghamPhil Nottingham
  100. 100. It can work for smaller budgets too @philnottinghamPhil Nottingham
  101. 101. Host for maximum visibility @philnottinghamPhil Nottingham
  102. 102. Only valuable for creatives @philnottinghamPhil Nottingham
  103. 103. Optimise for YouTube (YouTube SEO) @philnottingham •  Optimise Title and Descriptions for relevant search terms •  Include tags •  Ensure you upload at 1280x720 HD or higher •  Upload a closed caption file (created manually) •  Get as many (genuine) embeds and links as you can Phil Nottingham
  104. 104. Ad Spend = Social Proof @philnottinghamPhil Nottingham
  105. 105. 77,000 Views Cost - $8000 (Avg. CPV = 10c
  106. 106. Make use of annotations to drive views of other videos @philnottinghamPhil Nottingham
  107. 107. Use The Playlist architecture @philnottinghamPhil Nottingham
  108. 108. Customise channel homepage with channel trailer @philnottinghamPhil Nottingham
  109. 109. Pay to seed content socially
  110. 110. Metrics that don’t matter: •  View count •  Referring traffic •  Paid vs organic traffic Split •  Cost per impression @philnottinghamPhil Nottingham
  111. 111. Metrics that do matter: •  Unprompted brand recall •  Cost per segment impression •  Share rate •  Branded search volume •  Subscribers @philnottinghamPhil Nottingham
  112. 112. FAQ
  113. 113. How often do you need to publish things? @philnottinghamPhil Nottingham
  114. 114. Not that often. Phil Nottingham, 2014 @philnottinghamPhil Nottingham
  115. 115. Regularity hasn’t helped Distilled @philnottinghamPhil Nottingham
  116. 116. Consistent Quality Publishing > Consistent Publishing Schedule @philnottinghamPhil Nottingham
  117. 117. I work in for an agency and every week one of my clients demands I make them a viral video for $1000. What can I do about this? Definitely a couple of people in the audience… @philnottinghamPhil Nottingham
  118. 118. “I want Dollar Shave Club”
  119. 119. Viral is not a goal. They usually want popularity. @philnottinghamPhil Nottingham
  120. 120. Popularity is a bad goal @philnottinghamPhil Nottingham
  121. 121. Acceptable goals for video: •  Increased unprompted brand awareness •  More links and social shares •  More referral traffic •  More organic traffic •  Increased user engagement •  Better conversion rates @philnottinghamPhil Nottingham
  122. 122. Time Money Talent You need at least two
  123. 123. Should I put my product videos on YouTube Someone in the audience @philnottinghamPhil Nottingham
  124. 124. No. Phil Nottingham, 2014 @philnottinghamPhil Nottingham
  125. 125. Use YouTube and you’ll drive traffic to YouTube @philnottinghamhttp://www.youtube.com/appliancesonline
  126. 126. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? @philnottinghamPhil Nottingham
  127. 127. I’ve done some research...
  128. 128. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
  129. 129. 904,053,617 Views @philnottinghamPhil Nottingham
  130. 130. @philnottinghamPhil Nottingham Av. CTR = 0.72%
  131. 131. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
  132. 132. YouTube is for top of funnel content only @philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube
  133. 133. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? @philnottinghamPhil Nottingham Several people in the audience
  134. 134. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
  135. 135. Think Of Your Channels Like A Soccer Team
  136. 136. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
  137. 137. All content must be goal driven. Distilled axiom @philnottinghamPhil Nottingham
  138. 138. Hyper Targeted @philnottinghamPhil Nottingham > One Size Fits All
  139. 139. Segment goals according to your conversion funnel @philnottinghamPhil Nottingham
  140. 140. @CraigBradfordCraig Bradford Establish Your Minimum Viable Conversion at every stage in the funnel
  141. 141. Personalise content by user group @philnottinghamPhil Nottingham
  142. 142. Tie it to your audience @philnottinghamshutterstock.com
  143. 143. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
  144. 144. Let business goals drive both the technical & creative
  145. 145. Think Big @philnottingham
  146. 146. @philnottingham Start Small
  147. 147. Thanks! Questions?! PHIL NOTTINGHAM, VIDEO STRATEGIST
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