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Business Video Production in 2017 - SEMPDX Engage

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Phil looks at how technological shifts in video technology means we now need to think differently about what we make and how we distribute it.

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Business Video Production in 2017 - SEMPDX Engage

  1. 1. Phil Nottingham
  2. 2. Video strategy circa 2007
  3. 3. All social networks are now video platforms
  4. 4. NBED FRAGMENTED
  5. 5. Active Browsing Passive Browsing Restricted Media Type Fluid Media Type On-Site
  6. 6. 1 person A few people All leads Entire target market Budget Audience Size
  7. 7. 1 person A few people All leads Entire target market Budget Audience Size In-House Agency
  8. 8. Start Small
  9. 9. Hire an in-house videographer
  10. 10. wistia.com/library/diy-office-video-studio wistia.com/library/down-and-dirty-lighting-kit
  11. 11. DJI Osmo
  12. 12. Ricoh Theta S
  13. 13. Script Writing Tips 1. Have a script 2. No, really, have a script that you’ve actually prepared in advance 3. Don’t let a technical copywriter write your script 4. Fewer Words 5. Consider context & interactivity in pre-production process 6. Adjust it to the talent 7. Get the talent to learn the script
  14. 14. SOMEONE ON EVERY PANEL I’VE EVER DONE “How long should my video be?”
  15. 15. PHIL NOTTINGHAM “It depends…”
  16. 16. Vide
  17. 17. Vide Goal Conversion Leads Awareness Video Type Product/Explainer Educational Creative/Ad Ideal Length <1 min 20 mins+ 1-3 mins Interactive Element CTA Email Capture Social CRM
  18. 18. 2 31 On-Site
  19. 19. 1 On-Site
  20. 20. Video SEO still matters
  21. 21. Video Ranking Factors 1. Query 2. Prominence of Video on the page 3. Mobile friendliness (Speed, responsiveness etc…) 4. Some highly elusive domain level shit 5. Structured data (is it indexed?)
  22. 22. Ways of getting videos indexed SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP via robots. txt
  23. 23. Ways of getting videos indexed SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP via robots. txt Awkward and time-consuming
  24. 24. Ways of getting videos indexed SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP via robots. txt Awkward and time-consuming Unreliable and can affect page speed Fast, reliable and unobtrusive
  25. 25. Captions via JSON-LD will be indexed
  26. 26. 2
  27. 27. Video = Aural + Visual
  28. 28. YouTube = Aural+ Visual
  29. 29. Clicks > Keywords
  30. 30. YouTube Suggested Video Traffic Operation “Buzzfeed”
  31. 31. Title Text Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  32. 32. Title Text Body Level One Body Level Two Body Level Three Body Level Four Body Level Five
  33. 33. –PHIL NOTTINGHAM “Think of your thumbnails like movie posters”
  34. 34. Custom thumbnail = 35% increase in play rate
  35. 35. Test Before You Invest
  36. 36. Lean Testing for YouTube 1. Upload some generic video content on a dummy account 2. Change titles, description and thumbnail to match proposed creative 3. See how many views you get from search and suggested videos in the first few days 4. Go and actually produce the videos which gain the most views
  37. 37. Use playlists to rank for terms you don’t have videos for
  38. 38. NBED DR Dre beats at screenshot
  39. 39. 3
  40. 40. Facebook Video = Mobile Video
  41. 41. YouTube = Aural+ Visual
  42. 42. Facebook = VISUAL+ Aural
  43. 43. SNACKS!
  44. 44. CREATE GREAT CONTENT!!!
  45. 45. Make More, Smaller, Lower Quality Videos
  46. 46. Thank you! @philnottingham

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