Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Video hacks - phil nottingham @ brighton seo

15,388 views

Published on

Phil's presentation from Brighton SEO, September 2013

Video hacks - phil nottingham @ brighton seo

  1. 1. Common Approach to Video Marketing @philnottinghamPhil Nottingham Pay a creative agency to make it Upload video to YouTube Pay for loads of advertising and seeing Have idea for a Video Decide you want to create a video “optimise” video ???? Pay for loads of pre-roll advertising
  2. 2. phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM Head of Trolling and Memes, Distilled
  3. 3. Video Hacks PHIL NOTTINGHAM
  4. 4. @philnottinghamPhil Nottingham
  5. 5. Form Must Follow Function @philnottinghamPhil Nottingham
  6. 6. @philnottinghamPhil Nottingham
  7. 7. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
  8. 8. Let business goals drive both the technical & creative
  9. 9. Three main goals for Video @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy
  10. 10. How can I work out what my audience care about? (Hopefully) a number of people @philnottinghamPhil Nottingham
  11. 11. Know your customer conversion funnel @philnottinghamhttp://www.distilled.net/blog/distilled/content/kill-it-in-content- creation-by-knowing-your-customer-conversion-funnel/
  12. 12. Internal Site Search @philnottinghamPhil Nottingham
  13. 13. Keyword Research @philnottinghamPhil Nottingham
  14. 14. Persona Research @philnottinghamPhil Nottingham KRAZY KELVIN Loves: • Video game music • Baggy jeans • Links Hates: • Those kinds of links…
  15. 15. Competitor Analysis @philnottinghamPhil Nottingham
  16. 16. Analysis in Different Verticals @philnottinghamPhil Nottingham
  17. 17. We can’t afford to make videos ourselves Some people in the audience, probably sat near the back @philnottinghamPhil Nottingham
  18. 18. £7.5K Video Studio Shopping list • Canon 5d MK III - £3000 • 50mm lens - £300 • Arri Softbank lighting kit - £2000 • Manfrotto tripod - £450 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
  19. 19. £5K Video Studio Shopping list • Canon 7d - £1500 • 50mm lens - £300 • Arri Compact fresnel kit - £1500 • Tripod - £150 • Rode VideoMic Pro - £150 • Zoom h1portable recorder - £200 • Sennheiser Wireless lav mic system - £1000 • Backgrop & Greenscreen - £400 @philnottinghamPhil Nottingham
  20. 20. £1K Video Studio Shopping list • Canon 600d- £400 • Impact three light kit - £100 • Tripod - £30 • Rode VideoMic Pro - £150 • Tascam portable recorder - £150 • Shure wired lavalier - £150 @philnottinghamPhil Nottingham
  21. 21. Yeah... but Phil…we don’t have the skills to produce video… Several cynical and grumpy people in the audience @philnottinghamPhil Nottingham
  22. 22. The people who do are cheap • http://www.mandy.com • http://www.shootingpeople.org • http://searchlight.com • http://skillset.org • http://www.productionbase.co.uk • http://www.filmandtvpro.com/uk/ @philnottinghamPhil Nottingham
  23. 23. 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
  24. 24. Production
  25. 25. How do I set up for filming? Enthusiastic audience members @philnottinghamPhil Nottingham
  26. 26. Focus lighting to eliminate shadow and get a balanced colour on the subject @philnottinghamPhil Nottingham
  27. 27. @philnottinghamPhil Nottingham
  28. 28. Greaseproof Paper FTW! @philnottinghamPhil Nottingham
  29. 29. No chequered shirts or stripes @philnottinghamPhil Nottingham
  30. 30. How do I get my raw footage looking good? @philnottinghamPhil Nottingham
  31. 31. Good Sound is more important than good picture @philnottinghamPhil Nottingham
  32. 32. Get the microphone as close as possible to the persons face @philnottinghamPhil Nottingham
  33. 33. Best Software for Screencasting PC Mac
  34. 34. Supplement your footage with stock content as required @philnottinghamPhil Nottingham
  35. 35. Quick Mobile screen mock-ups @philnottinghamhttp://placeit.breezi.com/
  36. 36. Get a designer to build your animation assets @philnottinghamPhil Nottingham
  37. 37. Outsourcing
  38. 38. @philnottinghamPhil Nottingham
  39. 39. You can outsource: • Filming • Editing • Design • Animation @philnottinghamPhil Nottingham
  40. 40. You can’t outsource: • Giving a shit • Knowing what the fuck you’re talking about • Being yourself @philnottinghamPhil Nottingham
  41. 41. Out of the box solutions Skilled videographers @philnottinghamPhil Nottingham
  42. 42. You don’t have to reinvent the wheel every time
  43. 43. Recut and re-edit a library of footage to build your videos
  44. 44. Get More Traffic to your site
  45. 45. Get videos ranking with a rich snippet @philnottinghamPhil Nottingham
  46. 46. How? @philnottinghamPhil Nottingham
  47. 47. Create and submit a video sitemap @philnottinghamhttp://www.distilled.net/blog/video/creating-video- sitemaps-for-each-video-hosting-platform/
  48. 48. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottinghamPhil Nottingham
  49. 49. Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
  50. 50. Create transcriptions and put them in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
  51. 51. Best paid transcription service @philnottinghamPhil Nottingham
  52. 52. Facebook Open Graph @philnottinghamPhil Nottingham
  53. 53. Twitter Cards @philnottinghamPhil Nottingham
  54. 54. Build a great presence on YouTube
  55. 55. Use the YouTube Keyword Tool for Idea Generation @philnottinghamhttps://ads.youtube.com/keyword_tool
  56. 56. Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
  57. 57. Mark those with low engagement as “unlisted” Phil Nottingham
  58. 58. Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
  59. 59. How can I optimise my YouTube videos for success with TrueView advertising @philnottinghamPhil Nottingham
  60. 60. 1597 Upvotes http://www.reddit.com/comments/1c2fta
  61. 61. Ensure you force engagement withinin the first five seconds @philnottinghamPhil Nottingham
  62. 62. Ad Spend = Social Proof @philnottinghamPhil Nottingham
  63. 63. 77,000 Views Cost - £5000 (Avg. CPV = 6p)
  64. 64. Pay for Ads = FREE OVERLAYS!!! @philnottinghamPhil Nottingham
  65. 65. Don’t expect said links to drive traffic @philnottinghamPhil Nottingham
  66. 66. I’ve done some research…. @philnottinghamPhil Nottingham
  67. 67. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
  68. 68. 904,053,617 Views @philnottinghamPhil Nottingham
  69. 69. @philnottinghamPhil Nottingham Av. CTR = 0.72%
  70. 70. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
  71. 71. Main marketing value from YouTube… brand awareness @philnottinghamhttp://moz.com/blog/the-marketing-value-of-youtube
  72. 72. Building Some Fucking Links
  73. 73. When people embed a YouTube / Vimeo video – they don’t link to your site. @philnottinghamPhil Nottingham
  74. 74. How can I prevent this? @philnottinghamPhil Nottingham
  75. 75. Ensure the video is only visible on your domain to start with @philnottinghamPhil Nottingham
  76. 76. @philnottinghamPhil Nottingham
  77. 77. Automatically includes a link back to your domain @philnottinghamPhil Nottingham
  78. 78. If you don’t want to use Wistia I’ve made you a tool…. @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
  79. 79. But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
  80. 80. • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
  81. 81. Bait and Switch! @philnottinghamPhil Nottingham
  82. 82. Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
  83. 83. Outreach with a value proposition @philnottinghamPhil Nottingham
  84. 84. Agency side? Do your clients have successful YouTube videos?
  85. 85. Customisable sharing buttons
  86. 86. Jonathan Lucas – Unruly UK
  87. 87. J-Lu
  88. 88. J-Lo
  89. 89. J-Lo
  90. 90. J-Lu
  91. 91. £5K minimum spend
  92. 92. Interview your customers @philnottinghamPhil Nottingham
  93. 93. 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/
  94. 94. Interview your friends & competitors @philnottinghamhttp://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
  95. 95. I have absolutely no budget at all for video because I work for a terrible company and I’m desperately miserable. Is there anything I can do? Someone in the audience
  96. 96. Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
  97. 97. http://dis.tl/youtube-playlists-tool @philnottingham
  98. 98. Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
  99. 99. Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
  100. 100. Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
  101. 101. Get yourself one of these bad boys! Samson CO1U - £60 @philnottinghamPhil Nottingham
  102. 102. Where should I host my video? At least five emails that Phil gets per week @philnottinghamPhil Nottingham
  103. 103. What are you trying to achieve? Phil Nottingham @philnottinghamPhil Nottingham
  104. 104. Hosting Options @philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy Self Host YouTube Self host, then YouTube
  105. 105. “I want rich snippets, links and my video on YouTube. Can’t I do both self hosting and YouTube all the time?” @philnottinghamPhil Nottingham Several people in the audience
  106. 106. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
  107. 107. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
  108. 108. Let business goals drive both the technical & creative
  109. 109. You don’t have to reinvent the wheel every time
  110. 110. Slight adjustments in targeting will allow you to repurpose @philnottinghamPhil Nottingham
  111. 111. Segment your strategy by goal Re-edit a library of content to get there
  112. 112. Think Big @philnottingham
  113. 113. @philnottingham Start Small
  114. 114. Thanks. Any questions? FOLLOW ME ON THE INTERTWITTERS!!!! @philnottingham

×