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Video in linkbuilding strategy

Video in linkbuilding strategy



Distilled’s Phil Nottingham explains how you can effectively and cheaply integrate video into your content strategy - covering the creative and technical aspects of link building with video

Distilled’s Phil Nottingham explains how you can effectively and cheaply integrate video into your content strategy - covering the creative and technical aspects of link building with video



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  • I joined Distillled 10 months and specialise in video
  • Work out what you can scale.Old spice personal videos – low production values – went viral.
  • General site links as this site is a resource of good contentDon’t embed video files – as it provides a distraction from their site contentTypically, if trying to buidllinnks, have the accesibility of all the videos on a single page?
  • Casey from SEOmoz looks at the form/media types. – what got linskDefine media types
  • Links from the BBC, Telegraph, Guardian. Some big names – Not necessarily linking to the videos, but the videos show care, attentiuon and value.3379,648 links from 337 domainsNot hard to scale that stuff – they already have the content. They just need to scale the photography and the production. Produictionaspects can be scaled
  • Becoming a hub for the storage of the contentProviding additional content and information EXPAND – linkbait guide, Companies making crap that people unbox. Techrader – do unboxing videos. ASOS & netaporter. Tarting about in clothes – can see it being worn totally fucking makes it better to bytir
  • Video is a format, not a type of contentLink-worthy video is to video what infographic is to imageMedium for content deliverySo many people saying “I have video content” That is meaningless. The same as saying I have text content or image content Its‘s not enough to simply build video content – must have a purpose and focus. Integratioin
  • We should do videoLets do a screencast video on this topicIt needs to explain the following points and ideasMake video
  • We should do something on this topicIt needs to explain the following points and ideasThat would work well as a videoMake videoEXAMPLE – DONE THIS WELL. Blendtech?
  • Video isn’t for everyone. It’s not always gonna be the best bet. If you
  • Some performative elements here too – If you aren’t a good public speaker, don’t turn great blog posts into videos for the sake of it. Play to your strengthsWhen the concept/aesthetic underpinning the content willbenefit from an integrated form factor
  • Site becomes a central resource for the content, with supporting information
  • Too text heavy – Way too much.Anything people need to refer back to constantly, auto to be text content
  • Must aesthetically marry the desires of the visiting user – within the first few seconds.
  • Blended Results – (Click through Rate)Good Algorithmic SignalsBrand TrustImproved User EngagementOn-page conversionsSocial EngagementBrand AwarenessReputation
  • will make sure anyone who embeds your video doesn’t get attribution.
  • VNR, videos News Releases hold a new focus in todays news world where publications are trying to do everything they can to make their news dance more online.  The realms of static text predefined my the nature of print publication no longer exist in an online world.  In bygone times the most exciting thing an editor could do to jazz up a story was place a cracking image with it.  Equally PR's looking to get their clients placed in the public eye would often go to great lengths to secure a good image to go with their story, knowing that a good image would give there story a competitive edge, providing video clips to the media to use online can provide similar leverage.News publications are fighting to make themselves profitable, resources and tighter than ever before, if you can provide good video content to go with your story and sell it in with your story (via VNR) you are better helping them do their jobs.
  • But – they actually didn’t restrict the content to their site.Links from Forbes – all sorts
  • Provide alternative embed codesExplain that there is more supporting information on your site?Make sure your version is the HD one – the one that will be better for your users.
  • Whilst video is new – still new opportunities
  • Upload/update the sitemap as soon as you launch the videoEnsure you include the date and time correctlyLink “uploader” information to profile with rel=“author” or G+
  • http://followerwonk.com/lkjhlkjhFind those who can influence the influencersBe willing to pay
  • Youtube used to give followed links – this is the alternative
  • Rather do this – curated content