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. ...

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.

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