Creating Visual & Video Content for Search | Pubcon 2018
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Using the right images or videos in content marketing is more important than ever. At Pubcon Pro Las Vegas, Casie Gillette talks about how to find the content you need and how to develop visual content without a big budget.
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Creating Visual & Video Content for Search | Pubcon 2018
- 1. Visual & Video Content Marketing Presented by: Casie Gillette #pubcon
- 2. @CASIEG #PUBCON • Sr. Director, Digital Marketing at KoMarketing • 13 years in Digital Marketing • 7 Pubcons • Find Me on Twitter @casieg • I Love Content
- 9. @CASIEG #PUBCON 55%OF PEOPLE WILL READ A BLOG POST FOR 15 SECONDS OR LESS
- 12. @CASIEG #PUBCON
- 13. @CASIEG #PUBCON (He says in parentheses)
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- 22. @CASIEG #PUBCON STEP 1: SET CONTENT GOALS
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- 25. @CASIEG #PUBCON Improve Search Visibility Brand Awareness Drive Social Leads
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- 60. @CASIEG #PUBCON PEOPLE REMEMBER WHAT THEY SAW CONTENT MUST HAVE GOALS IMAGES MUST BE A PRIORITY
Editor's Notes
- And I also love images. In fact, I’ve started using this image of young me at the start and end of presentation simply because it probably makes you like me more and you don’t even realize it. Right? Because images can change our emotions.
- They can make you happy.
- They can make you sad. Like, what’s wrong with this kitty?
- They can make you buy things.
- And go places.
- and mostly, I love them because they convey emotions that words can’t.
- But the reason I get excited about this I think at conferences and marketing in general, when we think of content, when we talk about content, we think of words. Blog posts, product descriptions, title tags, whatever. But content isn’t just words and in fact, as marketers, we need more than words.
- Because people don’t read.
- And the people who do read, they don’t remember it. But 80% of people remember what they see.
- As a marketer, where the rule of 7 is a big deal, getting someone to remember your brand is a big deal. If we can show them something they remember…we are one step ahead.
- The challenge is creating images and video…it feels hard. I’m not a photoshop expert. I dont have the budget. And more so, I don’t have the time. The good news is it’s not that hard and we’ll get to that in a bit...But whether we want to or not...
- This is Pubcon. And we talk about Google. And search. And per usual, changes are happening. One of them recently around images.
- Google said on Monday that they have updated their image search algorithm to use the authority of a web page as a more important factor. They also said they are looking at prioritizing images from fresher content and Google looks at the placement of the image on the page. So an image that is central to the page, and higher up on the page is valued more to Google.
- They’ve also been testing new things to make images more apparent.
- As for video, back in July, Glenn Gabe noted the increase in video carousels – it seems this has been resolved a bit in the latest update but videos are still prominent and a getstat study backed that up.
- And that’s just Google – We have all of these platforms where having video and images the the focal point.
- Pinterest has photo searches. And it’s kind of amazing. That’s a shakyy, terrible picture of a pillow in my house and they figured it out.
- Couple weeks ago - Snapchart partership with Amazon. Shopping through photos.
- This is cool stuff. And just like anything else, how we use the web is evolving. But I think one thing is clear. As marketers, we need to make sure we are prepared. We have to focus on visuals, even if we think we don’t have the time. And matt and kathleen have some really cool examples of just this. I’m going to take a bit of a different approach. And talk about how we can use visuals for search purposes.
- So we obviously need visual content, but WHAT do we need? how do we build it?
- In any content related presentation I do, I start with the question of “what is your goal?”—Nothing infuriates me more than when a client tells me they want content. I was a conference and a girl told me they were creating infographics…
- Don’t create content for the sake of creating content.
- When thinking about your goals, consider factors like search visibility – do your target keywords have images in results? brand visibility – I’m not opposed to creating something to generate awareness. When I worked in-house, we made several videos that were just for PR. And of course there’s social. social, etc. Once you figure out why, we can figure out the what and the how.
- One of the places I like to start, is with existing content. I think it’s much easier to start with something you have vs. starting fresh. I love this feature in SEMrush that let’s you see the results that have images or videos or carousels.
- Here’s an example. KoMarketing ranks #2 for b2b purchase funnel. Images are at the top of that results. That seems like a pretty easy win if we can also create an accompanying image to that blog post, that breaks down the b2b purchase funnel.
- So what are these images? Take a look to see what’s there and then. Make something better. Create something valuable that not only addresses the search query and optimize it specifically for that query.
- Now let’s do it the opposite way. Let’s say one of the services my organization offers is customer journey mapping but I don’t show up for it. I can do the same thing. Check the term, check related phrases and start to get a feel for what queries have images or videos, the types of queries they are, and the types of visuals I need to show up. This isn’t that complicated when you start applying goals and strategy.
- Want to give yourself an extra leg up? Find out what Pinterest pages are ranking in search. Because being in two places is better than one isn’t it? Put Pinterest into SEMRush, filter by keyword, and you can start to see where it might make sense to create images to put on Pinterest.
- You can do the same thing with youtube. Not sure where to start with videos? Throw it in there and see what’s showing up in results.
- Ok what about social. Let’s say your goal is shares and visibility. Who here uses buzzsumo? I love this tool. And here’s a cool thing you can do. We work with a few cyber security clients and October is cybersecurity month. Well, we are going to want to promote it on social and we need some assets to do so.
- We can filter by infographics and videos and see what resonated with the audience. What drove shares on FB? What drove Twitter shares? What drove the most engagement? By evaluating content in this way, we ensure we are creating something our audience is interested in vs. guessing.
- Ok – now, I will say that both of these tools are paid so what if you don’t have access to these tools? Well I’m guessing you are still looking at your search results, right?!
- Look at your analytics data – if your goal is organic search visibility, what topics are resonating with your audience?
- Look at what people are linking to. And then start evaluating those topics and keywords for image opportunities.
- We can also use some other tools. Some free ones. One being Keywordtool.io. What I love is this tool will show you youtube and instagram searches.
- I can see keyword suggestions, I can see what people are asking. This can help guide my strategy.
- Ok – so what else can we do using what we have?
- What about customer reviews? Testimonials.
- Take those snippets and turn them into images or film short interviews with your customers.
- Fruit guys example.
- We did it this at KoMarketing. People love social proof // this video is on our page, we can break it up into customer testimonial snippets, share it on social, put it in emails.
- You can also take news or blog posts and turn them into video. Cypress North, led by Greg Finn, is doing these really fantastic Marketing O’clocks where they cover marketing news.
- Now, If we go back to looking at those assets that drove links – a lot of these look like lists.
- Let’s find one that fits our topic, is in line with our goal, and we can create an IG slideshow, a slideshare, quote images to enhance the piece, whatever.
- Here’s an example…I love what CMI does with their annual report. The have the report, and then the blog post. A slideshare. Graphics tied to tweets. They have given themselves visuals to support their report. A pinterest board with their research. All of these visuals are meant to support their larger piece of wordy content.
- Ok, we are almost there – I think people get a little stopped up over the “how” to create these things. The good news is there are some really great tools, many free, that can help. A couple of my favorites.