Building a winning video marketing strategy - #MozCon 2013

16,925 views
16,476 views

Published on

My presentation from MozCon 2013 on building a winning video marketing strategy

Published in: Technology, Business
4 Comments
36 Likes
Statistics
Notes
No Downloads
Views
Total views
16,925
On SlideShare
0
From Embeds
0
Number of Embeds
2,593
Actions
Shares
0
Downloads
200
Comments
4
Likes
36
Embeds 0
No embeds

No notes for slide
  • I’m british, we share a lot.
  • Conference videos – probably why they
  • Have set up clients (SB) with their own studio.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Pitch for a fraction of the money to move from paid to organic traffic.Just like SEOs pitch for more PPC bidget – pitch for video advertising
  • If you think you can’t afford that, You’re wrong. You paid more than that to come here.Reusable.
  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Vicke to design
  • Good = Will it blend.Bad = GAIQ.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Get Vicke to redesign
  • Get Vicke to redesign
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • 14% increase in traffic within one month just from this implementation
  • Explain how Google treat iframes
  • MentionYoast Plugin
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
  • Just fucking say this.
  • Primary keyword, secondary keyword brand.Caption Tube
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • Video only one format among many. It’s not a “thing”.
  • Integral to the Page Type
  • Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
  • 59% Lost Link Equity
  • Make yours the canonical – in the true sense of the word.This means you need to self host or use a secure third part platform
  • Explain how Google treat iframes
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Put these on YouTube
  • Realtor – not Estate agent
  • Go slower
  • Go slower
  • Building a winning video marketing strategy - #MozCon 2013

    1. 1. #MozCon
    2. 2. Consultant, Distilled Phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM
    3. 3. I’m originally from a background in Theatre and Film
    4. 4. Perception
    5. 5. Reality
    6. 6. Phil’s first day at Distilled
    7. 7. Phil’s second week at Distilled
    8. 8. Distilled Circa 2013
    9. 9. We’ve hired an editor @philnottingham http://www.distilled.net/about/people/margarita- Iosef/
    10. 10. We’ve started integrating video into more of our marketing campaigns
    11. 11. We’ve started creating video for clients
    12. 12. I want to share some stuff you can take away and use on Thursday
    13. 13. #MozCon Phil Nottingham Building a Winning Video Marketing Strategy
    14. 14. Why do video?
    15. 15. Three main goals for content in Online Marketing @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    16. 16. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    17. 17. There are massive rewards for doing it well @philnottinghamPhil Nottingham
    18. 18. Common objections to investing in video marketing
    19. 19. Our clients can’t afford to do video A lot of agencies @philnottinghamPhil Nottingham
    20. 20. This is partially true @philnottingham http://www.seomoz.org/seo-industry- survey#spending-and-budgets Average consulting budgets are ~ $2000 per month
    21. 21. But short sighted @philnottingham http://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
    22. 22. Paid Organic @philnottinghamPhil Nottingham
    23. 23. We can’t afford to make videos ourselves Some In-house people @philnottinghamPhil Nottingham
    24. 24. $500 Camcorder $50 Tripod $100 lapel microphone set $500 lighting rig Total: $1150 @philnottinghamPhil Nottingham
    25. 25. Yeah... but Phil…we don’t have the skills to produce video… Several people in the audience @philnottinghamPhil Nottingham
    26. 26. 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
    27. 27. 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
    28. 28. Here’s how to do it
    29. 29. Common Method: Form Driven @philnottinghamPhil Nottingham We need to do video What can we do a video about? Make video Optimise video
    30. 30. Form Must Follow Function @philnottinghamPhil Nottingham
    31. 31. Strategic Approach: Goal Driven @philnottinghamPhil Nottingham We need to improve What’s the best way to do that? Video? Define technical & creative strategy“X”
    32. 32. Only use video when the message would be lost by any other medium
    33. 33. Why do video?
    34. 34. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    35. 35. Goal 1
    36. 36. Videos to help sell a specific product or service @philnottingham
    37. 37. http://www.appliancesonline.co.uk @philnottingham
    38. 38. A user who watches an Appliances Online video… @philnottingham
    39. 39. Is TWICE as likely to convert @philnottingham
    40. 40. Spends 9.1% more money @philnottingham
    41. 41. Videos FOR Pages
    42. 42. • Soft Sell • Hard Facts • Empathy @philnottingham
    43. 43. Include transcriptions in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
    44. 44. Best paid transcription service @philnottinghamPhil Nottingham
    45. 45. Ensure you get Rich Snippets @philnottinghamhttp://www.kurtzandblum.com
    46. 46. How? @philnottingham
    47. 47. Use a secure, paid hosting solution @philnottingham
    48. 48. The best platform …by some distance @philnottinghamhttp://wistia.com/pricing
    49. 49. Create and submit a video sitemap @philnottingham http://www.distilled.net/blog/video/creating- video-sitemaps-for-each-video-hosting-platform/
    50. 50. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottingham
    51. 51. Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
    52. 52. Don’t use YouTube for “conversion”
    53. 53. Use YouTube and you’ll drive traffic to YouTube @philnottinghamhttp://www.youtube.com/appliancesonline
    54. 54. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
    55. 55. 1. Link back to site on YouTube Channel homepage @philnottinghamPhil Nottingham Two places for (nofollow) links
    56. 56. 2. Link back to site with annotations @philnottinghamPhil Nottingham For YouTube Partners only (must allow advertising on your channel)
    57. 57. 3. Link back to site with paid overlays @philnottinghamPhil Nottingham Organic clicks are free!
    58. 58. 4. Link back to site in video descriptions @philnottinghamPhil Nottingham Naked URL Only. rel=“nofollow”
    59. 59. I’ve done some research
    60. 60. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
    61. 61. 904,053,617 Views @philnottinghamPhil Nottingham
    62. 62. @philnottinghamPhil Nottingham Av. CTR = 0.72%
    63. 63. CTR from YouTube = 4.37% @philnottingham http://www.youtube.com/rei
    64. 64. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
    65. 65. @philnottinghamPhil Nottingham Up to 99% of potential traffic lost
    66. 66. Steals your traffic @philnottinghamPhil Nottingham Doesn’t give much of it back
    67. 67. Don’t use YouTube for “conversion” videos! @philnottinghamPhil Nottingham
    68. 68. So What’s YouTube useful for then? @philnottinghamPhil Nottingham
    69. 69. Goal 2
    70. 70. A creative story attached to your brand @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
    71. 71. @philnottinghamPhil Nottingham Purely Informational Content
    72. 72. REI have nailed this @philnottinghamhttp://www.youtube.com/rei
    73. 73. Relevant for an audience unfamiliar with your brand @philnottinghamPhil Nottingham
    74. 74. Use the YouTube Keyword Tool for idea generation @philnottinghamhttps://ads.youtube.com/keyword_tool
    75. 75. Optimise for YouTube @philnottingham • http://www.distilled.net/training/video-marketing-guide/ • http:///www.distilled.net/blog/social-media/youtube/youtube-seo/ • http://moz.com/blog/the-marketing-value-of-youtube • Come and speak to me in the bar Phil Nottingham
    76. 76. Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
    77. 77. Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
    78. 78. Goal 3
    79. 79. Using video as part of a creative page type
    80. 80. @philnottingham http://www.simplybusiness.co.uk/microsites/wordpre ss-for-small-businesses/ 190 linking root domains
    81. 81. @philnottingham http://www.simplybusiness.co.uk/microsites/yout ube-for-small-business/ 38 linking root domains (but it’s new)
    82. 82. Creating a video others will embed
    83. 83. This isn’t the same as “viral content” @philnottinghamPhil Nottingham
    84. 84. What does it look like then? @philnottinghamPhil Nottingham
    85. 85. It got awesome links @philnottingham http://www.forbes.com/sites/matthewnewton/2011/0 6/30/anatonomy-of-a-computer-virus/
    86. 86. It got awesome links @philnottingham http://www.scientificamerican.com/article.cfm?id=st uxnet-like-viruses-remain-a-top-us-security-risk
    87. 87. 682 links from 214 Domains To video on abc.net.au @philnottinghamPhil Nottingham
    88. 88. 6,608 links from 517 domains To video on vimeo.com @philnottinghamPhil Nottingham
    89. 89. 214 517 0 100 200 300 400 500 600 To own site To vimeo.com LRDs LRDs
    90. 90. How can I prevent this? @philnottinghamPhil Nottingham
    91. 91. Ensure the video is only visible on your domain @philnottinghamPhil Nottingham
    92. 92. Use a secure, paid hosting solution @philnottinghamPhil Nottingham
    93. 93. Customise your embed code to include a link <iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pl ayerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=t rue" 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
    94. 94. I’ve made you a tool… @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
    95. 95. But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
    96. 96. Bait and Switch (White hat style)
    97. 97. • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
    98. 98. Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
    99. 99. Outreach with a value proposition @philnottinghamPhil Nottingham
    100. 100. Agency Protip: Do your clients have successful YouTube videos?
    101. 101. Blogging Video
    102. 102. Invest in the skills and facilities @philnottinghamhttp://www.simplybusiness.co.uk/ Simply Business spent ~ $15,000
    103. 103. Interview your customers @philnottinghamPhil Nottingham
    104. 104. 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/
    105. 105. Interview your friends & competitors @philnottingham http://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
    106. 106. Building links with no budget at all for video
    107. 107. Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
    108. 108. http://dis.tl/youtube-playlists-tool @philnottingham
    109. 109. “I want rich snippets, links and my video on YouTube. Can I do all the approaches?” @philnottinghamPhil Nottingham Several people in the audience
    110. 110. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
    111. 111. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
    112. 112. Three main goals for video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    113. 113. But you don’t have to reinvent the wheel every time
    114. 114. Hire an editor
    115. 115. ~ $300 per day @philnottinghamPhil Nottingham
    116. 116. Segment your content by goal Recut and re-edit a library of content to get there
    117. 117. Your Blueprint Winning Video Strategy
    118. 118. Invest in camera, lights and mics
    119. 119. 1. Tutorials & How-to’s @philnottinghamhttp://youtube.com/rei
    120. 120. 2. Thought leadership “Blogging” video @philnottingham http://www.youtube.com/playlist?list=PLaUepPJ V0nAP20cyu55PfQw2Pu7vsvAYi
    121. 121. 3. Video News Releases – get journalists to notice you @philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases
    122. 122. Hire production resource
    123. 123. ~ $600 per day @philnottinghamPhil Nottingham
    124. 124. Build up a library of…. • Interviews • Product shots • Screencasts • General Views @philnottinghamPhil Nottingham
    125. 125. 4. Create Product/category page “conversion” videos @philnottinghamhttp://www.appliancesonline.co.uk
    126. 126. 5. Recut those videos and get links from customers/affiliates etc. @philnottinghamPhil Nottingham
    127. 127. 6. Create videos to augment corporate and people Pages @philnottingham https://www.huddle.com/resources/collaboration- videos/huddle-behind-the-scenes/
    128. 128. Bigger Budgets?
    129. 129. 7. Link bait @philnottingham http://www.distilled.net/blog/distilled/a-new- species-video-infographics/
    130. 130. 8. Creative Stories @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
    131. 131. 9. Advertise your content library and permission assets @philnottinghamhttp://www.youtube.com/watch?v=kVIGuJeS4y4
    132. 132. No Budget at all?
    133. 133. 10. Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
    134. 134. 11. Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
    135. 135. 12. Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
    136. 136. Key Takeaways
    137. 137. You don’t have to do everything at once, but do it well. @philnottinghamPhil Nottingham
    138. 138. Pitch to go slower @philnottinghamPhil Nottingham
    139. 139. Making better pages and better marketing channels @philnottinghamPhil Nottingham
    140. 140. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
    141. 141. Let business goals drive both the technical & creative
    142. 142. Think Big @philnottingham
    143. 143. @philnottingham Start Small
    144. 144. #MozCon
    145. 145. #MozCon Follow me on the intersociables! @philnottingham https://plus.google.com/u/0/108142199216449113222654765 213246524646542434654342121546965797652416352432765 14967856352416546546587987987652410000000000000001 Do a graph search for “SEO in London who looks a bit like any character from Lord of the Rings”
    146. 146. #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

    ×