Building a winning video marketing strategy - #MozCon 2013

Consultant, Distilled
Phil.nottingham@distilled.net
@philnottingham
• Video Marketing Expert
• Semi-Professional Pirate
• Draft Ale Enthusiast
PHIL NOTTINGHAM

I’m originally from a background in
Theatre and Film

Phil’s first day at Distilled

Phil’s second week at Distilled

We’ve hired
an editor
@philnottingham
http://www.distilled.net/about/people/margarita-
Iosef/

We’ve started integrating video into
more of our marketing campaigns

We’ve started creating video for clients

I want to share some stuff you can take
away and use on Thursday

#MozCon
Phil Nottingham
Building a Winning Video Marketing Strategy

Three main goals for content in
Online Marketing
@philnottingham
http://moz.com/blog/building-a-video-seo-
strategy

Three main goals for Video
@philnottingham
strategy

There are massive rewards
for doing it well
@philnottinghamPhil Nottingham

Common objections to
investing in video marketing

Our clients can’t afford to
do video
A lot of agencies

This is partially true
@philnottingham
http://www.seomoz.org/seo-industry-
survey#spending-and-budgets
Average
consulting
budgets are ~
$2000 per month

But short sighted
@philnottingham
http://www.unrulymedia.com/article/10-04-2013/video-
advertising-market-increases-46-2012-digital-spend-
smashes-£5billion-mark-f
Pitch for a fraction of these budgets

Paid Organic

We can’t afford to make
videos ourselves
Some In-house people

$500 Camcorder
$50 Tripod
$100 lapel microphone set
$500 lighting rig
Total: $1150

Yeah... but Phil…we don’t
have the skills to produce
video…
Several people in the audience

The people who do are cheap
• http://www.mandy.com
• http://www.shootingpeople.org
• http://searchlight.com
• http://skillset.org
• http://www.productionhub.com
• http://www.filmandtvpro.com/us/

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

Common Method: Form Driven
We
need
to do
video
What can
we do a
video
about?
Make
video
Optimise
video

Form
Must
Follow
Function

Strategic Approach: Goal Driven
We need
to improve
What’s
the best
way to do
that?
Video?
Define
technical
& creative
strategy“X”

Only use video when the
message would be lost by
any other medium

Videos to help sell a specific
product or service
@philnottingham

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

Include transcriptions in the HTML
• Valuable for users
• Provides unique and relevant text for
product pages

Best paid transcription service

Ensure you get Rich Snippets
@philnottinghamhttp://www.kurtzandblum.com

Use a secure, paid hosting solution
@philnottingham

The best platform
…by some distance
@philnottinghamhttp://wistia.com/pricing

Create and submit a video sitemap
@philnottingham
http://www.distilled.net/blog/video/creating-
video-sitemaps-for-each-video-hosting-platform/

How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience
@philnottingham

Split Test SERPs with Mechanical Turk
@philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/

Don’t use YouTube for “conversion”

Use YouTube and you’ll
drive traffic to YouTube
@philnottinghamhttp://www.youtube.com/appliancesonline

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

1. Link back to site on
YouTube Channel homepage
Two places for
(nofollow) links

2. Link back to site with annotations
For YouTube
Partners only
(must allow advertising
on your channel)

3. Link back to site with paid overlays
Organic
clicks are
free!

4. Link back to site in video descriptions
Naked URL Only.
rel=“nofollow”

95 Individual Company
YouTube Channels

904,053,617 Views

Av. CTR = 0.72%

CTR from YouTube = 4.37%
@philnottingham
http://www.youtube.com/rei

YouTube does not typically
drive much traffic back to
your site

Up to 99% of potential
traffic lost

Steals your traffic
Doesn’t give much of it back

Don’t use YouTube for
“conversion” videos!

So What’s YouTube useful
for then?

A creative story attached to your brand
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc

Purely Informational Content

REI have nailed this
@philnottinghamhttp://www.youtube.com/rei

Relevant for an audience
unfamiliar with your brand

Use the YouTube Keyword
Tool for idea generation
@philnottinghamhttps://ads.youtube.com/keyword_tool

Optimise for YouTube
@philnottingham
• 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 in the bar
Phil Nottingham

Measure user engagement,
not views
@philnottinghamhttps://www.youtube.com/analytics

Ensure
consistent quality
to boost overall rankings

Using video as part of a
creative page type

@philnottingham
http://www.simplybusiness.co.uk/microsites/wordpre
ss-for-small-businesses/
190 linking
root domains

@philnottingham
http://www.simplybusiness.co.uk/microsites/yout
ube-for-small-business/
38 linking root
domains
(but it’s new)

Creating a video
others will embed

This isn’t the same as “viral content”

What does it look like
then?

It got awesome links
@philnottingham
http://www.forbes.com/sites/matthewnewton/2011/0
6/30/anatonomy-of-a-computer-virus/

It got awesome links
@philnottingham
http://www.scientificamerican.com/article.cfm?id=st
uxnet-like-viruses-remain-a-top-us-security-risk

682 links from 214 Domains
To video on abc.net.au

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

214
517
0
100
200
300
400
500
600
To own site To vimeo.com
LRDs
LRDs

How can I prevent this?

Ensure the video is only
visible on your domain

Use a secure, paid hosting solution

Customise your embed code to
include a link
<iframe
src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pl
ayerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=t
rue" allowtransparency="true" frameborder="0" scrolling="no"
class="wistia_embed" name="wistia_embed" width="768"
height="432"></iframe></br>via <a href="http://www.example.com/product-
page">Distilled's client</a>
@philnottinghamhttp://dis.tl/video-embed-generator

I’ve made you a tool…
http://dis.tl/video-embed-generator

But… YouTube and Vimeo can
generate social traction

Bait and Switch
(White hat style)

• Securely host
• Outreach
• Put on YouTube afterwards

Use OSE to work out who has
linked to the videos

Outreach with a value proposition

Agency Protip:
Do your clients have
successful YouTube
videos?

Invest in the skills and facilities
@philnottinghamhttp://www.simplybusiness.co.uk/
Simply Business spent
~ $15,000

Interview your customers

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/

Interview your friends & competitors
@philnottingham
http://seogadget.com/awsome-excel-skills-for-link-
building-and-more-at-linklove/
Thanks for the
link
SEOgadget!

Building links with no
budget at all for video

Custom YouTube Playlists
@philnottinghamhttps://developers.google.com/youtube/

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

“I want rich snippets, links
and my video on YouTube.
Can I do all the
approaches?”
Several people in the audience

Technical Implementation
can cannibalise

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

Three main goals for video
@philnottingham
strategy

But you don’t have to reinvent the
wheel every time

~ $300 per day

Segment your content by goal
Recut and re-edit a library
of content to get there

Your Blueprint
Winning Video Strategy

Invest in camera, lights and
mics

1. Tutorials & How-to’s
@philnottinghamhttp://youtube.com/rei

2. Thought leadership “Blogging” video
@philnottingham
http://www.youtube.com/playlist?list=PLaUepPJ
V0nAP20cyu55PfQw2Pu7vsvAYi

3. Video News Releases – get journalists to notice you
@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/
guidance-video-news-releases

~ $600 per day

Build up a library of….
• Interviews
• Product shots
• Screencasts
• General Views

4. Create Product/category page “conversion”
videos
@philnottinghamhttp://www.appliancesonline.co.uk

5. Recut those videos and get links from
customers/affiliates etc.

6. Create videos to augment corporate and
people Pages
@philnottingham
https://www.huddle.com/resources/collaboration-
videos/huddle-behind-the-scenes/

7. Link bait
@philnottingham
http://www.distilled.net/blog/distilled/a-new-
species-video-infographics/

8. Creative Stories
@philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc

9. Advertise your content library and
permission assets
@philnottinghamhttp://www.youtube.com/watch?v=kVIGuJeS4y4

10. Vine
@philnottinghamhttps://vine.co/v/bvP0zgpe9Oa

11. Instagram Video
@philnottingham
http://mashable.com/2013/06/20/instagram-
video-brands/

12. Hangout on air
@philnottingham
http://www.google.com/+/learnmore/hangouts/on
air.html

You don’t have to do
everything at once,
but do it well.

Pitch to go slower

Making better pages and
better marketing channels

Use Video when it’s the
right form of content
for an idea

Let business
goals drive both
the technical
& creative

#MozCon
Follow me on the intersociables!
@philnottingham
https://plus.google.com/u/0/108142199216449113222654765
213246524646542434654342121546965797652416352432765
14967856352416546546587987987652410000000000000001
Do a graph search for “SEO in London who looks a bit like
any character from Lord of the Rings”

#MozCon
Sources
• Appliancesonline.co.uk
• Rei.com
• Video = Form Shutterstock
• Form must follow function Just google images
• Creative Story Lacoste campaign on youtube
• Purely information content Shutterstock
• Business Goals Shutterstock
• Re-edit library Shutterstock
• Think Big Shutterstock
• Start small Shutterstock

Building a winning video marketing strategy - #MozCon 2013

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