This document discusses how Moz uses video in 22 different ways to help its mission, marketing efforts, community, and team. It provides statistics on video performance and engagement. Videos help with SEO, thought leadership, product demos, and building personal brands. They also drive higher engagement than other content and help build relationships. While initial videos did not perform well, Moz improved over time. The flexibility of video helps across the company.

1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How Moz Does Video
22 ways Moz uses video to help our mission, marketing
efforts, community, and our team.

2. This Presentation Is Online Here:
bit.ly/mozdoesvideo

3. Some transparent data about the
performance of videos in our
marketing efforts
Moz’s Video Stats

4. Whiteboard Friday in 2014:

5. Three Items of Note:
#1 – Incredible
engagement vs.
average visits
#2 – 500K pg. views is
~1.4% of all traffic
#3 - Higher bounce &
exit rates

6. The Top Whiteboard WB Friday Pages in 2014
These are from
Cyrus Shepard,
not Rand!

7. Our Video Projects with the Most Plays
Whiteboard Friday
dominates this list, but
marketing videos
(those we put on
home, product, & help
pages) are strong, too.

8. Our Most Watched Videos
Videos like the ones
from our homepage
and the Mozbar get
lots of views.

9. Our Most Watched Videos
Surprisingly, the most successful WB Fridays
we’ve ever done are only 4-6X more watched than
the middle of the pack.

10. Our Video Content Follows a Similar Pattern Each Time:
This pattern is consistent for each WB Friday – a few
days or weeks of traffic, followed by a long tail of
ongoing traffic. SEO is huge for that tail.

11. Our YouTube page doesn’t
do anything close to these
quantities. We’ve trained our
audience to watch on our
site, so YouTube for us is
more of an alternate
distribution channel &
branding play.

12. How Video Helps
Our Mission

13. Moz’s Mission:
Help People Do Better Marketing

14. Help People Do Better Marketing
>
Help Moz Get Customers

15. Our Video Content Is Built to Help…
marketers answer
specific, tactical
questions

16. Our Video Content Is Built to Help…
support marketers in
their pitches to their
managers, teams,
and clients

17. Our Video Content Is Built to Help…
marketers avoid
pitfalls and dead
ends

18. Our Video Content Is Built to Help…
introduce new voices in
our industry and expose
marketers to their wisdom

19. Our Video Content Is Built to Help…
people keep up with the
rapid pace of change in
the web marketing field

20. Our Video Content Is Built to Help…
on very rare occasion,
show off our products
to potential customers

21. For all the content we create, we first ask:
Is this helping people do better marketing?
Perhaps ironically, this leads to
More successful marketing overall.

22. How Video Helps
Our Marketing

23. When we first started with Whiteboard Friday…
it actually performed worse than average blog
post content in text form.

24. The first WB Friday,
featuring horrible
resolution, a handheld
whiteboard, bad audio,
and a mediocre
presenter.

25. But, we stuck with whiteboards and videos,
and eventually, we got good at it.
Today, video content is huge for every aspect
of our marketing.

26. Videos Help Our SEO:
Video XML Sitemaps &
authorship, plus lots of links
& authority mean our video
content shines in search
results. The fun images don’t
hurt either 

27. Videos Help Our SEO:
Text transcripts, still images, and lots
of social love help give videos the
right mix of elements to perform
highly in search results.

28. Videos Help Our Visitor Loyalty:
Loads of WB
Friday love is in
these buckets

29. Videos Help Our Thought Leadership:

30. Videos Help Our Social Media Efforts:

31. Videos Help Our Product Demos:
Video is one of the best
ways we can show off the
features and value of our
software & tools.

32. Videos Help Our Subscriber Content:
Moz Academy is a video
training center modeled off the
success of WB Friday

33. Videos Help Build Our Personal Brands:
This leads directly (but untrackably) to
invitations to conferences, to interview
requests, to press, and indirectly to links &
social shares, all of which power our
inbound marketing flywheel.

34. Videos Achieve Higher Engagement & Recall than Any
Other Form of Content We Produce:

35. How Video Helps
Our Team

36. We Record Internal Events and Make Them Accessible on
Our Intranet for All Mozzers to Consume:
We held a “ship it week” (aka
hackathon) and all of the
presentations of projects were
recorded so Mozzers could
watch them.

37. We Have a Special Series Called “Shared Thunder” Where
Experts Internally Share Their Projects
Even complex,
technical projects can
be parsed by almost
anyone at the
company with a
desire to learn thanks
to this repository.

38. We Create Internal Videos to Help
Mozzers with Processes
These videos help new
Mozzers learn the processes
we follow and make
institutional knowledge more
scalable and transferrable.

39. We Use Video to Help Put the “F” in TAGFEE
We’ve done a number of
videos for events like April
Fools, Halloween, and
others. It’s fun for our team
and our readers.

40. This One Might Be My Favorite
https://www.youtube.com/watch?v=liCu5YJYYEg

41. How Video Helps
Our Community

42. Video Drives Conversation & Interaction at High Rates
An interaction isn’t just a
“comment” – it’s a
chance to build a
relationship and a fan.

43. Video Helps Us Build Relationships With Guests
For years, we’ve been privileged to host folks from all over the
world and across the marketing industry.

44. We Work to Recognize Others in Our Videos
Recognizing the work of
others is a wonderfully
empathetic way to earn
recognition for Moz, too.

45. Five of My Big
Takeaways

46. If someone judged performance & metrics by
our first two years of videos, they’d have shut
down WB Friday.
#1

47. Video cannot operate in a silo. Huge benefits
are derived from the connection between
SEO, social, video, & events.
#2

48. The flexibility of video to adapt and help
across the company came because we
invested in dedicated resources.
#3

49. We’ve NEVER had a “viral video.” But we
benefit more from video than any of the
marketers/founders I’ve talked to who’ve had
that “viral” hit.
#4

50. While we can + do measure ROI on video via
analytics, much of the value is both
serendipitous and largely unmeasurable –
events, branding, loyalty, etc.
#5

51. Via Liz Climo

52. Via Liz Climo
Moz Peeps chasing the
“viral video”

53. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/mozdoesvideo