#MozCon

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

Perception

Reality

Phil’s first day at Distilled

Phil’s second week at Distilled

Distilled Circa 2013

We’ve hired an editor

@philnottinghamhttp://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

Why do video?

Three main goals for content in Online Marketing

@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy

Three main goals for Video

@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy

There are massive rewards for doing it well

@philnottinghamPhil Nottingham

Common objections toinvesting in video marketing

Our clients can’t afford to do video

A lot of agencies

@philnottinghamPhil Nottingham

This is partially true

@philnottinghamhttp://www.seomoz.org/seo-industry-survey#spending-and-budgets

Average consulting

budgets are ~ $2000 per month

But short sighted

@philnottinghamhttp://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

@philnottinghamPhil Nottingham

We can’t afford to make videos ourselves

Some In-house people

@philnottinghamPhil Nottingham

$500 Camcorder$50 Tripod$100 lapel microphone set$500 lighting rig

Total: $1150

@philnottinghamPhil Nottingham

Yeah... but Phil…we don’t have the skills to produce

video…

Several people in the audience

@philnottinghamPhil Nottingham

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/

@philnottinghamPhil Nottingham

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

Here’s how to do it

Common Method: Form Driven

@philnottinghamPhil Nottingham

We need to do video

What can we do a

video about?

Makevideo

Optimisevideo

FormMust Follow Function

@philnottinghamPhil Nottingham

Strategic Approach: Goal Driven

@philnottinghamPhil Nottingham

We needto improve

What’s the best

way to do that?

Video?

Define technical& creativestrategy“X”

Only use video when the message would be lost by

any other medium

Why do video?

Three main goals for Video

@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy

Goal 1

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

Videos

FOR Pages

• Soft Sell• Hard Facts• Empathy

@philnottingham

Include transcriptions in the HTML

@philnottinghamPhil Nottingham

• Valuable for users

• Provides unique and relevant text for product pages

Best paid transcription service

@philnottinghamPhil Nottingham

Ensure you get Rich Snippets

@philnottinghamhttp://www.kurtzandblum.com

How?

@philnottingham

Use a secure, paid hosting solution

@philnottingham

The best platform …by some distance

@philnottinghamhttp://wistia.com/pricing

Create and submit a video sitemap

@philnottinghamhttp://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

@philnottinghamPhil Nottingham

Two places for (nofollow) links

2. Link back to site with annotations

@philnottinghamPhil Nottingham

For YouTube Partners only

(must allow advertising on your channel)

3. Link back to site with paid overlays

@philnottinghamPhil Nottingham

Organic clicks are

free!

4. Link back to site in video descriptions

@philnottinghamPhil Nottingham

Naked URL Only. rel=“nofollow”

I’ve done some research

95 Individual Company YouTube Channels

@philnottinghamPhil Nottingham

904,053,617 Views

@philnottinghamPhil Nottingham

@philnottinghamPhil Nottingham

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

@philnottinghamPhil Nottingham

@philnottinghamPhil Nottingham

Up to 99% of potential traffic lost

Steals your traffic

@philnottinghamPhil Nottingham

Doesn’t give much of it back

Don’t use YouTube for “conversion” videos!

@philnottinghamPhil Nottingham

So What’s YouTube useful for then?

@philnottinghamPhil Nottingham

Goal 2

A creative story attached to your brand

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

@philnottinghamPhil Nottingham

Purely Informational Content

REI have nailed this

@philnottinghamhttp://www.youtube.com/rei

Relevant for an audience unfamiliar with your brand

@philnottinghamPhil Nottingham

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-se

o/• 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

@philnottinghamPhil Nottingham

Goal 3

Using video as part of a creative page type

@philnottinghamhttp://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/

190 linking root domains

@philnottinghamhttp://www.simplybusiness.co.uk/microsites/youtube-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”

@philnottinghamPhil Nottingham

What does it look like then?

@philnottinghamPhil Nottingham

It got awesome links

@philnottinghamhttp://www.forbes.com/sites/matthewnewton/2011/06/30/anatonomy-of-a-computer-virus/

It got awesome links

@philnottinghamhttp://www.scientificamerican.com/article.cfm?id=stuxnet-like-viruses-remain-a-top-us-security-risk

682 links from 214 DomainsTo video on abc.net.au

@philnottinghamPhil Nottingham

6,608 links from 517 domainsTo video on vimeo.com

@philnottinghamPhil Nottingham

To own site To vimeo.com0

100

200

300

400

500

600

214

517

LRDs

LRDs

How can I prevent this?

@philnottinghamPhil Nottingham

Ensure the video is only visible on your domain

@philnottinghamPhil Nottingham

Use a secure, paid hosting solution

@philnottinghamPhil Nottingham

Customise your embed code to include a link

<iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&playerColor=83a529&version=v1&videoHeight=432&vid

eoWidth=768&volumeControl=true" 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…

@philnottinghamPhil Nottingham

http://dis.tl/video-embed-generator

But… YouTube and Vimeo can generate social traction

@philnottinghamPhil Nottingham

Bait and Switch (White hat style)

• Securely host• Outreach• Put on YouTube afterwards

@philnottinghamPhil Nottingham

Use OSE to work out who has linked to the videos

@philnottinghamPhil Nottingham

Outreach with a value proposition

@philnottinghamPhil Nottingham

Agency Protip:

Do your clients have successful YouTube

videos?

Blogging Video

Invest in the skills and facilities

@philnottinghamhttp://www.simplybusiness.co.uk/

Simply Business spent ~ $15,000

Interview your customers

@philnottinghamPhil Nottingham

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

@philnottinghamhttp://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?”

@philnottinghamPhil Nottingham

Several people in the audience

Technical Implementation

can cannibalise

@philnottinghamPhil Nottingham

Content will best support a goal…

…when it’s created with that goal in mind

@philnottinghamPhil Nottingham

Three main goals for video

@philnottinghamhttp://moz.com/blog/building-a-video-seo-strategy

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

Hire an editor

~ $300 per day

@philnottinghamPhil Nottingham

Segment your content by goal

Recut and re-edit a library of content to get there

Your BlueprintWinning Video Strategy

Invest in camera, lights and mics

1. Tutorials & How-to’s

@philnottinghamhttp://youtube.com/rei

2. Thought leadership “Blogging” video

@philnottinghamhttp://www.youtube.com/playlist?list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi

3. Video News Releases – get journalists to notice you

@philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/guidance-video-news-releases

Hire production resource

~ $600 per day

@philnottinghamPhil Nottingham

Build up a library of….

• Interviews• Product shots• Screencasts• General Views

@philnottinghamPhil Nottingham

4. Create Product/category page “conversion” videos

@philnottinghamhttp://www.appliancesonline.co.uk

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

@philnottinghamPhil Nottingham

6. Create videos to augment corporate and people Pages

@philnottinghamhttps://www.huddle.com/resources/collaboration-videos/huddle-behind-the-scenes/

Bigger Budgets?

7. Link baitImage/Graph etc.

@philnottinghamhttp://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

No Budget at all?

10. Vine

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

11. Instagram Video

@philnottinghamhttp://mashable.com/2013/06/20/instagram-video-brands/

12. Hangout on air

@philnottinghamhttp://www.google.com/+/learnmore/hangouts/onair.html

Key Takeaways

You don’t have to do everything at once,

but do it well.

@philnottinghamPhil Nottingham

Pitch to go slower

@philnottinghamPhil Nottingham

Making better pages and better marketing channels

@philnottinghamPhil Nottingham

Use Video when it’s the right form of content

for an idea

@philnottinghamPhil Nottingham

Let business goals drive both the technical & creative

Think Big

@philnottingham

@philnottingham

StartSmall

#MozCon

#MozCon

Follow me on the intersociables!

@philnottingham

https://plus.google.com/u/0/10814219921644911322265476521324652464654243465434212154696579765241635243276514967856352416546546587987987652410000000000000001

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