The document summarizes key points about using video as content for marketing purposes. It notes that a 1-minute video has the equivalent impact of reading 2,400 pages. Video accounts for 73% of internet traffic and receives more shares than other content. The document also recommends including transcripts to boost SEO and using video to enhance brands. Proper video content follows the same rules as written content by being valuable and keeping new content coming.

1. Video as Content
Welcoming Video to the Content Family
Sarah Teach, SEO Consultant
1

2. Howdy! I’m Teach.
2

3. “Good, unique content”
“10x content”
“Evergreen content”
3

4. “A minute of video is worth 1.8 million words.”
—Dr. James McQuivey, Forrester Research
4
Bang for Your (Viewer’s) Buck
1 minute video = 2,400 pages

5. 5
So what?

6. ● Video represents 73% of global web traffic.
—Cisco, 2016
● Video gets 1,200% more shares than text and
images together.
—BrightCove, 2015
● 76.5% of video-using marketers say video directly
impacts business.
—Animoto, 2016
● Video is the type of content users are most likely
to finish.
—HubSpot, 2016
6
...And a Grain of Salt

7. SEO Impact
7
Transcripts/Closed Captioning1
Earned Links2
Brand Enhancement3

8. Video Transcripts
8
“Video file? Meh.”
— Google (paraphrased)
“Semantic long tails? YAAAS!!”
— Google (also paraphrased, FYI)

9. 9
85% of video on Facebook is watched without sound.

10. Captioned videos:
● 13.48% lift in views
within two weeks
● 7.32% lifetime
increase
10
Captions
increase video
view time by
12%.

11. Earned Links
11

12. Brand Enhancement
12
● Great video invites your
audience to get to know you!
● Bad video can ruin your
brand.

13. Rules?
13
Same rules as written content:
● Be valuable.
● Keep. Writing. Content.

14. Takeaways
14
● Pay attention to video, even if you’re not ready to dive in.
● Jump on the SEO opportunities afforded by video, like including a
written transcript.
● It’s better to have no video than a bad video.
● The rules for video content are largely the same as they are for
written content.
● Always keep creating thoughtful written content.
Any questions?

15. Additional Resources
15
● Wistia’s guide to video SEO
● Google’s intro to video markup & Schema.org markup for video
● Video sitemaps
● Smart video SEO tips from AdvancedWebRanking
● Dump of marketing statistics via HubSpot

16. Sources
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1. www.brightcove.com/en/blog/2017/01/how-transcripts-boost-video-seo
2. www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/ajagrawal/2017/02/01/lights-camera-engag
ement-2017-is-the-year-of-video-marketing/&refURL=https://www.google.com/&referrer=https://www.google.com/
3. www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.h
tml
4. blog.hubspot.com/marketing/visual-content-marketing-strategy
5. www.marketwired.com/press-release/a-minute-of-video-is-worth-18-million-words-according-to-forrester-research-19
00666.htm
6. www.3playmedia.com/2014/07/08/5-tips-improving-video-seo-transcripts-captions/
7. digiday.com/media/silent-world-facebook-video/
8. www.youtube.com/watch?v=ipochX1-dVU
9. slideshare.net/AdelieStudios/adelie-studios-top16videomarketingstatistics2016-56658453
10. www.businessinsider.com/facebook-releases-automated-captioning-and-new-metrics-for-video-ads-2016-2
11. commons.wikimedia.org/wiki/File:Discovery_Digital_Networks_logo.svg
12. www.hubspot.com/marketing-statistics?_ga=2.138744951.537390649.1497980755-1669992415.1496676465
13. jmusports.com/sports/2017/1/3/jmu-logos-and-marks.aspx
14. en.facebookbrand.com/
15. aminoapps.com/page/bisexuality/145849/william-shakespeare

17. CONTACT Knucklepuck
Knucklepuck Media
Call Us
1005 N. Glebe Rd, Suite 300
Arlington, VA 22201
703.659.4601
17
Facebook.com/KnucklepuckMedia
Twitter.com/knucklepuckdc
Website
www.knucklepuckmedia.com
E-mail
Sarah Teach
steach@knucklepuckmedia.com
Social Media