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Video hacks - phil nottingham @ brighton seo

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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

Editor's Notes

  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • If you have 10K, you can get a great studio
  • The 1K version was the set-up I filmed that Matt Cutts video on.
  • , then key out the background if necessary.
  • Get the microphone as close as possible to the persons face without it looking ridiculous.In most cases – a lavalier.
  • Screenflow is also good
  • MentionYoast Plugin
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Just fucking say this.
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • On reddit must be true.
  • 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.
  • 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
  • Mention the Unruly penalised Google thing
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Go slower
  • Go slower

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