0
PHIL NOTTINGHAM
•  Video Marketing Expert
•  Semi-Professional Pirate
•  Enthusiastic Beer Drinker

Consultant, Distilled
...
The Future (2014)
Online video has been a
“thing” for 10 years.
Broadband gave us streaming at 15fps
Global median mobile speed today >
1MBPS
Online video strategies
have historically looked like
TV advertising strategies
Common Approach to Video Marketing
Decide you
want to
Have idea
create a
for a Video
video

Pay for
“optimise”
loads of
vi...
But this doesn’t work very
well
Let’s think about how we
consume media on the
internet
We surface content through filters
Our technology protects us from
unwanted content
Including unwanted marketing
Apparently my son insisted on watching this
about 10 times consecutively yesterday.
He hates pre-roll adverts interrupting...
Online audiences are then
always inside filter bubbles
Permission is no longer enough
Marketing needs to get above the sharing radar of our (personal) curators
people need to love
your marketing
Online Video

≠
Online TV
Phil Nottingham
Hyper Targeted

>
One size fits all
Phil Nottingham
Segment and Personalise:
A video strategy for 2014
PHIL NOTTINGHAM, DISTILLED
COMMON METHOD
Form Driven
We need to do a video
What can we do a video about?
Make video
Optimise video

Phil Nottingham

...
Form
Must
Follow
Function
Phil Nottingham

@philnottingham
STRATEGIC APPROACH
Goal Driven
We need to improve “X”
What’s the best way to do that?
Video
Define technical & creative st...
Only use video when the
message would be lost by
any other medium
All content must be

goal driven
How can you build turn
these principles into a
strategy?
1. Segment by goal
Three main goals for video in online
marketing

http://moz.com/blog/building-a-video-seostrategy

@philnottingham
2. Personalise based on
audience demographic
Know your customer conversion funnel

http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowin...
Tie it to your audience

http://www.distilled.net/blog/distilled/using-customersurveys-to-define-your-content-marketing-ef...
Sign Up For Google Tag Manager

@philnottingha

@philnottingham
Upgrade to Google Universal Analytics

http://dis.tl/H2RgUq

@philnottingham
Universal Analytics Tracks
People Not Sessions
Customer Database
Enable Demographic Data

http://dis.tl/H2VhrN

@philnottingham
User Based Tracking
Dimension Widening
Go check out Craig Bradford’s presentation

http://www.slideshare.net/DistilledSEO/craigbradfordsearchlove-london-2013

@p...
Find trends in user behaviour
to discover gaps in your
content marketing
Phil Nottingham

@philnottingham
Any quick hacks until I get
my tracking in order?

Phil Nottingham

@philnottingham
Internal Site Search

Phil Nottingham

@philnottingham
Keyword Research

Phil Nottingham

@philnottingham
Competitor Analysis

Phil Nottingham

@philnottingham
Analysis in Different Verticals

Phil Nottingham

@philnottingham
Three goals for video

http://moz.com/blog/building-a-video-seostrategy

@philnottingham
For each goal you need
multiple pieces of content,
targeting each of your core
user groups
Goal 1
Viral Videos
A creative story attached to your brand

http://www.youtube.com/watch?v=cBlRbrB_Gnc

@philnottingham
Informational Content
Tutorials & How-to’s

http://youtube.com/rei

@philnottingham
REI have a great library of
informational content

http://www.youtube.com/rei

@philnottingham
Purely Informational with no
transactional call to action

Phil Nottingham

@philnottingham
Thought Leadership content
“Blogging” video

http://www.youtube.com/playlist?
list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi

@philnottingham
How can I do my own
Whiteboard Friday style
video?
Someone in the audience

Phil Nottingham

@philnottingham
Focus lighting to eliminate
shadow and get a balanced
colour on the subject
Good Sound is more
important than good picture
Get the microphone as close as
possible to the persons face
Minimal requirements for a video studio

• 
• 
• 
• 

DSLR with 50mm lens
Any Tripod
Lavalier microphone set
Three Lights
...
Supporting PR campaigns
Video News Releases –
get journalists to notice you

http://www.bbc.co.uk/guidelines/editorialguidelines/page/
guidance-vi...
Ads
Advertise your content
library and permission assets

http://www.youtube.com/watch?v=kVIGuJeS4y4

@philnottingham
Host for maximum visibility

@philnottingham
Relevant for an audience
unfamiliar with your brand

Phil Nottingham

@philnottingham
Use the YouTube Keyword
Tool for idea generation

https://ads.youtube.com/keyword_tool

@philnottingham
Optimise for YouTube

• 
• 
• 
• 

http://www.distilled.net/training/video-marketing-guide/
http:///www.distilled.net/blog...
Measure user engagement,
not views

https://www.youtube.com/analytics

@philnottingham
Ensure

consistent quality
Phil Nottingham

@philnottingham
How can I optimise my
YouTube videos for
success with TrueView
advertising
Phil Nottingham

@philnottingham
Ensure you force engagement
withinin the first five seconds

Phil Nottingham

@philnottingham
Ad Spend = Social Proof
77,000 Views
Cost - $8000
(Avg. CPV = 10c
And what if I have no
budget?
Someone in the audience

Phil Nottingham

@philnottingham
Hangout on air

http://www.google.com/+/learnmore/hangouts/
onair.html

@philnottingham
https://vine.co/v/bnqj5qmnIwQ

@philnottingham
http://instagram.com/p/bT2BGwxkLu

@philnottingham
Goal 2
Use video as part of a
creative page type
190 linking
root domains

http://www.simplybusiness.co.uk/microsites/
wordpress-for-small-businesses/

@philnottingham
64 linking root
domains

http://www.simplybusiness.co.uk/microsites/
youtube-for-small-business/

@philnottingham
Guest post with video
Interview your customers

Phil Nottingham

@philnottingham
Interview authorities in your niche

http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-som...
Interview your friends & competitors

http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/

@ph...
Interview SERP competitors

Phil Nottingham

@philnottingham
Get interviewed by others

http://wistia.com/learning/advanced-seo-withdistilled

@philnottingham
Create a video
others will embed
This isn’t the same as “viral content”

Phil Nottingham

@philnottingham
What does it look like
then?

Phil Nottingham

@philnottingham
It got awesome links

http://www.forbes.com/sites/matthewnewton/
2011/06/30/anatonomy-of-a-computer-virus/

@philnottingha...
It got awesome links

http://www.scientificamerican.com/article.cfm?
id=stuxnet-like-viruses-remain-a-top-us-security-risk...
682 links from 214 Domains
To video on abc.net.au

Phil Nottingham

@philnottingham
6,608 links from 517 domains
To video on vimeo.com

Phil Nottingham

@philnottingham
When people embed a YouTube / Vimeo
video – they don’t link to your site.
LRDs	
  
600	
  
500	
  
400	
  
300	
  

517	
  

200	
  
100	
  

214	
  

0	
  
To	
  own	
  site	
  

To	
  vimeo.com	...
How can I prevent this?

Phil Nottingham

@philnottingham
Ensure the video is only
visible on your domain to
start with
Phil Nottingham

@philnottingham
Use a secure, paid hosting solution

Phil Nottingham

@philnottingham
Phil Nottingham

@philnottingham
Automatically includes a link back to your
domain
If you don’t want to use Wistia
I’ve made you a tool….
http://dis.tl/video-embed-generator

Phil Nottingham

@philnottingh...
But… YouTube and Vimeo can
generate social traction

Phil Nottingham

@philnottingham
•  Securely host
•  Outreach
•  Put on YouTube afterwards
Phil Nottingham

@philnottingham
Bait and Switch!

Phil Nottingham

@philnottingham
Use OSE to work out who has
linked to the videos

Phil Nottingham

@philnottingham
Outreach with a value proposition

Phil Nottingham

@philnottingham
Agency side?
Do your clients have
successful YouTube
videos?
And what if I have no
budget?
Custom YouTube Playlists

https://developers.google.com/youtube/

@philnottingham
http://dis.tl/youtube-playlists-tool

@philnottingham
Goal 3
Identify the gaps in your
website’s conversion funnel.
Which pages have highest
drop off rates?
Establish Your Minimum Viable Conversion at every stage in the funnel

Craig Bradford

@CraigBradford
Create content which
encourages the MVC
Videos

FOR
Pages
Phil Nottingham

@philnottingham
Videos to help sell a
specific product or service
Product/category page “conversion” videos

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
•  Soft Sell
•  Hard Facts
•  Empathy
@philnottingham
Product Specific Tutorials
Offer guidance and explain
core functionality

Phil Nottingham

@philnottingham
Best Software for Screencasting
PC

Mac
Phil Nottingham

@philnottingham
Quick Mobile screen mock-ups

http://placeit.breezi.com/
Videos to enhance
non-commercial pages
Distilled has a video on our /contact page

https://www.distilled.net/contact/

@philnottingham
Get pages ranking with a Rich Snippet

http://www.kurtzandblum.com

@philnottingham
How?

@philnottingham
Create and submit a video sitemap

http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platf...
And/Or Implement Schema.org Mark-up

Phil Nottingham

@philnottingham
Make sure your Facebook Open Graph
tags are implemented correctly

Phil Nottingham

@philnottingham
Make use of Twitter Cards

Phil Nottingham

@philnottingham
How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience
Split Test SERPs with Mechanical Turk

http://www.tomanthony.co.uk/tools/serp-turkey/

@philnottingham
Create transcriptions and put them in the HTML

• 

Valuable for users

• 

Provides unique and relevant text for
product ...
Best paid transcription service

Phil Nottingham

@philnottingham
Use a secure, paid hosting solution

@philnottingham
The best platform
…by some distance

http://wistia.com/pricing

@philnottingham
Don’t use YouTube for “conversion”
Use YouTube and you’ll
drive traffic to YouTube

http://www.youtube.com/appliancesonline

@philnottingham
I don’t see why that’s such
a problem. Can’t YouTube
also drive to your site
Traffic?
Someone in the audience

@philnottin...
I’ve done some research
95 Individual Company
YouTube Channels

Phil Nottingham

@philnottingham
904,053,617 Views

Phil Nottingham

@philnottingham
Av. CTR = 0.72%

Phil Nottingham

@philnottingham
YouTube does not typically
drive much traffic back to
your site
Phil Nottingham

@philnottingham
Steals your traffic

Doesn’t give much of it back
Phil Nottingham

@philnottingham
Don’t use YouTube to host if
you want the traffic

Phil Nottingham

@philnottingham
YouTube is for top of funnel content only

http://moz.com/blog/the-marketing-value-of-youtube

@philnottingham
What should I do with video
I already have?
Segment:
Where in the funnel will it help
you?
Personalise:
Re-edit your content to target
that user demographic.
Where should I host my
video?
At least five emails that Phil gets per
week
Hosting Options

YouTube

Securely host,
then YouTube

http://moz.com/blog/building-a-video-seo-strategy

Securely Host
@p...
I want rich snippets, links
and my video on YouTube.
Can I target every goal
with the same video?
Several people in the au...
Technical Implementation

can cannibalise
Phil Nottingham

@philnottingham
Content will best support a
goal…
…when it’s created with that
goal in mind
Phil Nottingham

@philnottingham
But you don’t have to reinvent the
wheel every time
Slight adjustments in
targeting will allow you to
repurpose
Phil Nottingham

@philnottingham
Build up a library of….
• 
• 
• 
• 

Interviews
Product shots
Screencasts
General Views

Phil Nottingham

@philnottingham
Segment your content by goal

Recut and re-edit a library
of content to get there
You don’t have to do
everything at once,
but do it well.
Phil Nottingham

@philnottingham
Making better pages and
better marketing channels

Phil Nottingham

@philnottingham
Use Video when it’s the
right form of content
for an idea
Phil Nottingham

@philnottingham
Let business
goals drive both
the technical
& creative
Think Big
@philnottingham
Start
Small
@philnottingham
Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
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Personalise and Segment - A video strategy blueprint for 2014

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Transcript of "Personalise and Segment - A video strategy blueprint for 2014"

  1. 1. PHIL NOTTINGHAM •  Video Marketing Expert •  Semi-Professional Pirate •  Enthusiastic Beer Drinker Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
  2. 2. The Future (2014)
  3. 3. Online video has been a “thing” for 10 years.
  4. 4. Broadband gave us streaming at 15fps
  5. 5. Global median mobile speed today > 1MBPS
  6. 6. Online video strategies have historically looked like TV advertising strategies
  7. 7. Common Approach to Video Marketing Decide you want to Have idea create a for a Video video Pay for “optimise” loads of video advertising and seeing Phil Nottingham Pay a creative agency to make it Put the video everywhere Pay for some seeding/ advertising Count how many views it’s got @philnottingham
  8. 8. But this doesn’t work very well
  9. 9. Let’s think about how we consume media on the internet
  10. 10. We surface content through filters
  11. 11. Our technology protects us from unwanted content Including unwanted marketing
  12. 12. Apparently my son insisted on watching this about 10 times consecutively yesterday. He hates pre-roll adverts interrupting his videos, but loved this bit of creative marketing. Conclusion: the attitudes of a one year old are a good proxy for the average internet user. Rob Ousbey (my boss), 2013 Phil Nottingham
  13. 13. Online audiences are then always inside filter bubbles
  14. 14. Permission is no longer enough Marketing needs to get above the sharing radar of our (personal) curators
  15. 15. people need to love your marketing
  16. 16. Online Video ≠ Online TV Phil Nottingham
  17. 17. Hyper Targeted > One size fits all Phil Nottingham
  18. 18. Segment and Personalise: A video strategy for 2014 PHIL NOTTINGHAM, DISTILLED
  19. 19. COMMON METHOD Form Driven We need to do a video What can we do a video about? Make video Optimise video Phil Nottingham @philnottingham
  20. 20. Form Must Follow Function Phil Nottingham @philnottingham
  21. 21. STRATEGIC APPROACH Goal Driven We need to improve “X” What’s the best way to do that? Video Define technical & creative strategy
  22. 22. Only use video when the message would be lost by any other medium
  23. 23. All content must be goal driven
  24. 24. How can you build turn these principles into a strategy?
  25. 25. 1. Segment by goal
  26. 26. Three main goals for video in online marketing http://moz.com/blog/building-a-video-seostrategy @philnottingham
  27. 27. 2. Personalise based on audience demographic
  28. 28. Know your customer conversion funnel http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowing-your-customer-conversion-funnel/ @philnottingham
  29. 29. Tie it to your audience http://www.distilled.net/blog/distilled/using-customersurveys-to-define-your-content-marketing-efforts/ @philnottingham
  30. 30. Sign Up For Google Tag Manager @philnottingha @philnottingham
  31. 31. Upgrade to Google Universal Analytics http://dis.tl/H2RgUq @philnottingham
  32. 32. Universal Analytics Tracks People Not Sessions
  33. 33. Customer Database
  34. 34. Enable Demographic Data http://dis.tl/H2VhrN @philnottingham
  35. 35. User Based Tracking
  36. 36. Dimension Widening
  37. 37. Go check out Craig Bradford’s presentation http://www.slideshare.net/DistilledSEO/craigbradfordsearchlove-london-2013 @philnottingham
  38. 38. Find trends in user behaviour to discover gaps in your content marketing Phil Nottingham @philnottingham
  39. 39. Any quick hacks until I get my tracking in order? Phil Nottingham @philnottingham
  40. 40. Internal Site Search Phil Nottingham @philnottingham
  41. 41. Keyword Research Phil Nottingham @philnottingham
  42. 42. Competitor Analysis Phil Nottingham @philnottingham
  43. 43. Analysis in Different Verticals Phil Nottingham @philnottingham
  44. 44. Three goals for video http://moz.com/blog/building-a-video-seostrategy @philnottingham
  45. 45. For each goal you need multiple pieces of content, targeting each of your core user groups
  46. 46. Goal 1
  47. 47. Viral Videos
  48. 48. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
  49. 49. Informational Content
  50. 50. Tutorials & How-to’s http://youtube.com/rei @philnottingham
  51. 51. REI have a great library of informational content http://www.youtube.com/rei @philnottingham
  52. 52. Purely Informational with no transactional call to action Phil Nottingham @philnottingham
  53. 53. Thought Leadership content
  54. 54. “Blogging” video http://www.youtube.com/playlist? list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi @philnottingham
  55. 55. How can I do my own Whiteboard Friday style video? Someone in the audience Phil Nottingham @philnottingham
  56. 56. Focus lighting to eliminate shadow and get a balanced colour on the subject
  57. 57. Good Sound is more important than good picture
  58. 58. Get the microphone as close as possible to the persons face
  59. 59. Minimal requirements for a video studio •  •  •  •  DSLR with 50mm lens Any Tripod Lavalier microphone set Three Lights http://wistia.com/blog/your-first-lighting-kit @philnottingham
  60. 60. Supporting PR campaigns
  61. 61. Video News Releases – get journalists to notice you http://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases @philnottingham
  62. 62. Ads
  63. 63. Advertise your content library and permission assets http://www.youtube.com/watch?v=kVIGuJeS4y4 @philnottingham
  64. 64. Host for maximum visibility @philnottingham
  65. 65. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
  66. 66. Use the YouTube Keyword Tool for idea generation https://ads.youtube.com/keyword_tool @philnottingham
  67. 67. Optimise for YouTube •  •  •  •  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 throughout the conference Phil Nottingham @philnottingham
  68. 68. Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
  69. 69. Ensure consistent quality Phil Nottingham @philnottingham
  70. 70. How can I optimise my YouTube videos for success with TrueView advertising Phil Nottingham @philnottingham
  71. 71. Ensure you force engagement withinin the first five seconds Phil Nottingham @philnottingham
  72. 72. Ad Spend = Social Proof
  73. 73. 77,000 Views Cost - $8000 (Avg. CPV = 10c
  74. 74. And what if I have no budget? Someone in the audience Phil Nottingham @philnottingham
  75. 75. Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
  76. 76. https://vine.co/v/bnqj5qmnIwQ @philnottingham
  77. 77. http://instagram.com/p/bT2BGwxkLu @philnottingham
  78. 78. Goal 2
  79. 79. Use video as part of a creative page type
  80. 80. 190 linking root domains http://www.simplybusiness.co.uk/microsites/ wordpress-for-small-businesses/ @philnottingham
  81. 81. 64 linking root domains http://www.simplybusiness.co.uk/microsites/ youtube-for-small-business/ @philnottingham
  82. 82. Guest post with video
  83. 83. Interview your customers Phil Nottingham @philnottingham
  84. 84. Interview authorities in your niche http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-some-advice-on-camera/ @philnottingham
  85. 85. Interview your friends & competitors http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
  86. 86. Interview SERP competitors Phil Nottingham @philnottingham
  87. 87. Get interviewed by others http://wistia.com/learning/advanced-seo-withdistilled @philnottingham
  88. 88. Create a video others will embed
  89. 89. This isn’t the same as “viral content” Phil Nottingham @philnottingham
  90. 90. What does it look like then? Phil Nottingham @philnottingham
  91. 91. It got awesome links http://www.forbes.com/sites/matthewnewton/ 2011/06/30/anatonomy-of-a-computer-virus/ @philnottingham
  92. 92. It got awesome links http://www.scientificamerican.com/article.cfm? id=stuxnet-like-viruses-remain-a-top-us-security-risk @philnottingham
  93. 93. 682 links from 214 Domains To video on abc.net.au Phil Nottingham @philnottingham
  94. 94. 6,608 links from 517 domains To video on vimeo.com Phil Nottingham @philnottingham
  95. 95. When people embed a YouTube / Vimeo video – they don’t link to your site.
  96. 96. LRDs   600   500   400   300   517   200   100   214   0   To  own  site   To  vimeo.com   LRDs  
  97. 97. How can I prevent this? Phil Nottingham @philnottingham
  98. 98. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
  99. 99. Use a secure, paid hosting solution Phil Nottingham @philnottingham
  100. 100. Phil Nottingham @philnottingham
  101. 101. Automatically includes a link back to your domain
  102. 102. If you don’t want to use Wistia I’ve made you a tool…. http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
  103. 103. But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
  104. 104. •  Securely host •  Outreach •  Put on YouTube afterwards Phil Nottingham @philnottingham
  105. 105. Bait and Switch! Phil Nottingham @philnottingham
  106. 106. Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
  107. 107. Outreach with a value proposition Phil Nottingham @philnottingham
  108. 108. Agency side? Do your clients have successful YouTube videos?
  109. 109. And what if I have no budget?
  110. 110. Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
  111. 111. http://dis.tl/youtube-playlists-tool @philnottingham
  112. 112. Goal 3
  113. 113. Identify the gaps in your website’s conversion funnel. Which pages have highest drop off rates?
  114. 114. Establish Your Minimum Viable Conversion at every stage in the funnel Craig Bradford @CraigBradford
  115. 115. Create content which encourages the MVC
  116. 116. Videos FOR Pages Phil Nottingham @philnottingham
  117. 117. Videos to help sell a specific product or service
  118. 118. Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
  119. 119. A user who watches an Appliances Online video… @philnottingham
  120. 120. Is TWICE as likely to convert @philnottingham
  121. 121. Spends 9.1% more money @philnottingham
  122. 122. •  Soft Sell •  Hard Facts •  Empathy @philnottingham
  123. 123. Product Specific Tutorials
  124. 124. Offer guidance and explain core functionality Phil Nottingham @philnottingham
  125. 125. Best Software for Screencasting PC Mac Phil Nottingham @philnottingham
  126. 126. Quick Mobile screen mock-ups http://placeit.breezi.com/
  127. 127. Videos to enhance non-commercial pages
  128. 128. Distilled has a video on our /contact page https://www.distilled.net/contact/ @philnottingham
  129. 129. Get pages ranking with a Rich Snippet http://www.kurtzandblum.com @philnottingham
  130. 130. How? @philnottingham
  131. 131. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
  132. 132. And/Or Implement Schema.org Mark-up Phil Nottingham @philnottingham
  133. 133. Make sure your Facebook Open Graph tags are implemented correctly Phil Nottingham @philnottingham
  134. 134. Make use of Twitter Cards Phil Nottingham @philnottingham
  135. 135. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
  136. 136. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
  137. 137. Create transcriptions and put them in the HTML •  Valuable for users •  Provides unique and relevant text for product pages Phil Nottingham @philnottingham
  138. 138. Best paid transcription service Phil Nottingham @philnottingham
  139. 139. Use a secure, paid hosting solution @philnottingham
  140. 140. The best platform …by some distance http://wistia.com/pricing @philnottingham
  141. 141. Don’t use YouTube for “conversion”
  142. 142. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
  143. 143. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
  144. 144. I’ve done some research
  145. 145. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
  146. 146. 904,053,617 Views Phil Nottingham @philnottingham
  147. 147. Av. CTR = 0.72% Phil Nottingham @philnottingham
  148. 148. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
  149. 149. Steals your traffic Doesn’t give much of it back Phil Nottingham @philnottingham
  150. 150. Don’t use YouTube to host if you want the traffic Phil Nottingham @philnottingham
  151. 151. YouTube is for top of funnel content only http://moz.com/blog/the-marketing-value-of-youtube @philnottingham
  152. 152. What should I do with video I already have?
  153. 153. Segment: Where in the funnel will it help you?
  154. 154. Personalise: Re-edit your content to target that user demographic.
  155. 155. Where should I host my video? At least five emails that Phil gets per week
  156. 156. Hosting Options YouTube Securely host, then YouTube http://moz.com/blog/building-a-video-seo-strategy Securely Host @philnottingham
  157. 157. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? Several people in the audience Phil Nottingham @philnottingham
  158. 158. Technical Implementation can cannibalise Phil Nottingham @philnottingham
  159. 159. Content will best support a goal… …when it’s created with that goal in mind Phil Nottingham @philnottingham
  160. 160. But you don’t have to reinvent the wheel every time
  161. 161. Slight adjustments in targeting will allow you to repurpose Phil Nottingham @philnottingham
  162. 162. Build up a library of…. •  •  •  •  Interviews Product shots Screencasts General Views Phil Nottingham @philnottingham
  163. 163. Segment your content by goal Recut and re-edit a library of content to get there
  164. 164. You don’t have to do everything at once, but do it well. Phil Nottingham @philnottingham
  165. 165. Making better pages and better marketing channels Phil Nottingham @philnottingham
  166. 166. Use Video when it’s the right form of content for an idea Phil Nottingham @philnottingham
  167. 167. Let business goals drive both the technical & creative
  168. 168. Think Big @philnottingham
  169. 169. Start Small @philnottingham
  170. 170. Thanks. Any questions? PHIL NOTTINGHAM phil.nottingham@distilled.net @philnottingham
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