0
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How Moz Does Video
22 ways Moz uses video to help our mission, mark...
This Presentation Is Online Here:
bit.ly/mozdoesvideo
Some transparent data about the
performance of videos in our
marketing efforts
Moz’s Video Stats
Whiteboard Friday in 2014:
Three Items of Note:
#1 – Incredible
engagement vs.
average visits
#2 – 500K pg. views is
~1.4% of all traffic
#3 - Higher...
The Top Whiteboard WB Friday Pages in 2014
These are from
Cyrus Shepard,
not Rand!
Our Video Projects with the Most Plays
Whiteboard Friday
dominates this list, but
marketing videos
(those we put on
home, ...
Our Most Watched Videos
Videos like the ones
from our homepage
and the Mozbar get
lots of views.
Our Most Watched Videos
Surprisingly, the most successful WB Fridays
we’ve ever done are only 4-6X more watched than
the m...
Our Video Content Follows a Similar Pattern Each Time:
This pattern is consistent for each WB Friday – a few
days or weeks...
Our YouTube page doesn’t
do anything close to these
quantities. We’ve trained our
audience to watch on our
site, so YouTub...
How Video Helps
Our Mission
Moz’s Mission:
Help People Do Better Marketing
Help People Do Better Marketing
>
Help Moz Get Customers
Our Video Content Is Built to Help…
marketers answer
specific, tactical
questions
Our Video Content Is Built to Help…
support marketers in
their pitches to their
managers, teams,
and clients
Our Video Content Is Built to Help…
marketers avoid
pitfalls and dead
ends
Our Video Content Is Built to Help…
introduce new voices in
our industry and expose
marketers to their wisdom
Our Video Content Is Built to Help…
people keep up with the
rapid pace of change in
the web marketing field
Our Video Content Is Built to Help…
on very rare occasion,
show off our products
to potential customers
For all the content we create, we first ask:
Is this helping people do better marketing?
Perhaps ironically, this leads to...
How Video Helps
Our Marketing
When we first started with Whiteboard Friday…
it actually performed worse than average blog
post content in text form.
The first WB Friday,
featuring horrible
resolution, a handheld
whiteboard, bad audio,
and a mediocre
presenter.
But, we stuck with whiteboards and videos,
and eventually, we got good at it.
Today, video content is huge for every aspec...
Videos Help Our SEO:
Video XML Sitemaps &
authorship, plus lots of links
& authority mean our video
content shines in sear...
Videos Help Our SEO:
Text transcripts, still images, and lots
of social love help give videos the
right mix of elements to...
Videos Help Our Visitor Loyalty:
Loads of WB
Friday love is in
these buckets
Videos Help Our Thought Leadership:
Videos Help Our Social Media Efforts:
Videos Help Our Product Demos:
Video is one of the best
ways we can show off the
features and value of our
software & tool...
Videos Help Our Subscriber Content:
Moz Academy is a video
training center modeled off the
success of WB Friday
Videos Help Build Our Personal Brands:
This leads directly (but untrackably) to
invitations to conferences, to interview
r...
Videos Achieve Higher Engagement & Recall than Any
Other Form of Content We Produce:
How Video Helps
Our Team
We Record Internal Events and Make Them Accessible on
Our Intranet for All Mozzers to Consume:
We held a “ship it week” (a...
We Have a Special Series Called “Shared Thunder” Where
Experts Internally Share Their Projects
Even complex,
technical pro...
We Create Internal Videos to Help
Mozzers with Processes
These videos help new
Mozzers learn the processes
we follow and m...
We Use Video to Help Put the “F” in TAGFEE
We’ve done a number of
videos for events like April
Fools, Halloween, and
other...
This One Might Be My Favorite
https://www.youtube.com/watch?v=liCu5YJYYEg
How Video Helps
Our Community
Video Drives Conversation & Interaction at High Rates
An interaction isn’t just a
“comment” – it’s a
chance to build a
rel...
Video Helps Us Build Relationships With Guests
For years, we’ve been privileged to host folks from all over the
world and ...
We Work to Recognize Others in Our Videos
Recognizing the work of
others is a wonderfully
empathetic way to earn
recogniti...
Five of My Big
Takeaways
If someone judged performance & metrics by
our first two years of videos, they’d have shut
down WB Friday.
#1
Video cannot operate in a silo. Huge benefits
are derived from the connection between
SEO, social, video, & events.
#2
The flexibility of video to adapt and help
across the company came because we
invested in dedicated resources.
#3
We’ve NEVER had a “viral video.” But we
benefit more from video than any of the
marketers/founders I’ve talked to who’ve h...
While we can + do measure ROI on video via
analytics, much of the value is both
serendipitous and largely unmeasurable –
e...
Via Liz Climo
Via Liz Climo
Moz Peeps chasing the
“viral video”
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/mozdoesvideo
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How Moz Does Video

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22 ways Moz uses video to help our mission, marketing efforts, community, and our team.

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Transcript of "How Moz Does Video"

  1. 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How Moz Does Video 22 ways Moz uses video to help our mission, marketing efforts, community, and our team.
  2. 2. This Presentation Is Online Here: bit.ly/mozdoesvideo
  3. 3. Some transparent data about the performance of videos in our marketing efforts Moz’s Video Stats
  4. 4. Whiteboard Friday in 2014:
  5. 5. Three Items of Note: #1 – Incredible engagement vs. average visits #2 – 500K pg. views is ~1.4% of all traffic #3 - Higher bounce & exit rates
  6. 6. The Top Whiteboard WB Friday Pages in 2014 These are from Cyrus Shepard, not Rand!
  7. 7. Our Video Projects with the Most Plays Whiteboard Friday dominates this list, but marketing videos (those we put on home, product, & help pages) are strong, too.
  8. 8. Our Most Watched Videos Videos like the ones from our homepage and the Mozbar get lots of views.
  9. 9. Our Most Watched Videos Surprisingly, the most successful WB Fridays we’ve ever done are only 4-6X more watched than the middle of the pack.
  10. 10. Our Video Content Follows a Similar Pattern Each Time: This pattern is consistent for each WB Friday – a few days or weeks of traffic, followed by a long tail of ongoing traffic. SEO is huge for that tail.
  11. 11. Our YouTube page doesn’t do anything close to these quantities. We’ve trained our audience to watch on our site, so YouTube for us is more of an alternate distribution channel & branding play.
  12. 12. How Video Helps Our Mission
  13. 13. Moz’s Mission: Help People Do Better Marketing
  14. 14. Help People Do Better Marketing > Help Moz Get Customers
  15. 15. Our Video Content Is Built to Help… marketers answer specific, tactical questions
  16. 16. Our Video Content Is Built to Help… support marketers in their pitches to their managers, teams, and clients
  17. 17. Our Video Content Is Built to Help… marketers avoid pitfalls and dead ends
  18. 18. Our Video Content Is Built to Help… introduce new voices in our industry and expose marketers to their wisdom
  19. 19. Our Video Content Is Built to Help… people keep up with the rapid pace of change in the web marketing field
  20. 20. Our Video Content Is Built to Help… on very rare occasion, show off our products to potential customers
  21. 21. For all the content we create, we first ask: Is this helping people do better marketing? Perhaps ironically, this leads to More successful marketing overall.
  22. 22. How Video Helps Our Marketing
  23. 23. When we first started with Whiteboard Friday… it actually performed worse than average blog post content in text form.
  24. 24. The first WB Friday, featuring horrible resolution, a handheld whiteboard, bad audio, and a mediocre presenter.
  25. 25. But, we stuck with whiteboards and videos, and eventually, we got good at it. Today, video content is huge for every aspect of our marketing.
  26. 26. Videos Help Our SEO: Video XML Sitemaps & authorship, plus lots of links & authority mean our video content shines in search results. The fun images don’t hurt either 
  27. 27. Videos Help Our SEO: Text transcripts, still images, and lots of social love help give videos the right mix of elements to perform highly in search results.
  28. 28. Videos Help Our Visitor Loyalty: Loads of WB Friday love is in these buckets
  29. 29. Videos Help Our Thought Leadership:
  30. 30. Videos Help Our Social Media Efforts:
  31. 31. Videos Help Our Product Demos: Video is one of the best ways we can show off the features and value of our software & tools.
  32. 32. Videos Help Our Subscriber Content: Moz Academy is a video training center modeled off the success of WB Friday
  33. 33. Videos Help Build Our Personal Brands: This leads directly (but untrackably) to invitations to conferences, to interview requests, to press, and indirectly to links & social shares, all of which power our inbound marketing flywheel.
  34. 34. Videos Achieve Higher Engagement & Recall than Any Other Form of Content We Produce:
  35. 35. How Video Helps Our Team
  36. 36. We Record Internal Events and Make Them Accessible on Our Intranet for All Mozzers to Consume: We held a “ship it week” (aka hackathon) and all of the presentations of projects were recorded so Mozzers could watch them.
  37. 37. We Have a Special Series Called “Shared Thunder” Where Experts Internally Share Their Projects Even complex, technical projects can be parsed by almost anyone at the company with a desire to learn thanks to this repository.
  38. 38. We Create Internal Videos to Help Mozzers with Processes These videos help new Mozzers learn the processes we follow and make institutional knowledge more scalable and transferrable.
  39. 39. We Use Video to Help Put the “F” in TAGFEE We’ve done a number of videos for events like April Fools, Halloween, and others. It’s fun for our team and our readers.
  40. 40. This One Might Be My Favorite https://www.youtube.com/watch?v=liCu5YJYYEg
  41. 41. How Video Helps Our Community
  42. 42. Video Drives Conversation & Interaction at High Rates An interaction isn’t just a “comment” – it’s a chance to build a relationship and a fan.
  43. 43. Video Helps Us Build Relationships With Guests For years, we’ve been privileged to host folks from all over the world and across the marketing industry.
  44. 44. We Work to Recognize Others in Our Videos Recognizing the work of others is a wonderfully empathetic way to earn recognition for Moz, too.
  45. 45. Five of My Big Takeaways
  46. 46. If someone judged performance & metrics by our first two years of videos, they’d have shut down WB Friday. #1
  47. 47. Video cannot operate in a silo. Huge benefits are derived from the connection between SEO, social, video, & events. #2
  48. 48. The flexibility of video to adapt and help across the company came because we invested in dedicated resources. #3
  49. 49. We’ve NEVER had a “viral video.” But we benefit more from video than any of the marketers/founders I’ve talked to who’ve had that “viral” hit. #4
  50. 50. While we can + do measure ROI on video via analytics, much of the value is both serendipitous and largely unmeasurable – events, branding, loyalty, etc. #5
  51. 51. Via Liz Climo
  52. 52. Via Liz Climo Moz Peeps chasing the “viral video”
  53. 53. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/mozdoesvideo
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