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#MozCon
Building a winning video marketing strategy - #MozCon 2013
Building a winning video marketing strategy - #MozCon 2013
Building a winning video marketing strategy - #MozCon 2013
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
Perception
Reality
Phil’s first day at Distilled
Phil’s second week at Distilled
Building a winning video marketing strategy - #MozCon 2013
Distilled Circa 2013
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
Why do video?
Three main goals for content in
Online Marketing
@philnottingham
http://moz.com/blog/building-a-video-seo-
strategy
Three main goals for Video
@philnottingham
http://moz.com/blog/building-a-video-seo-
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
@philnottinghamPhil Nottingham
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
@philnottinghamPhil Nottingham
We can’t afford to make
videos ourselves
Some In-house people
@philnottinghamPhil Nottingham
Building a winning video marketing strategy - #MozCon 2013
Building a winning video marketing strategy - #MozCon 2013
$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?
Make
video
Optimise
video
Building a winning video marketing strategy - #MozCon 2013
Form
Must
Follow
Function
@philnottinghamPhil Nottingham
Strategic Approach: Goal Driven
@philnottinghamPhil Nottingham
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
Why do video?
Three main goals for Video
@philnottingham
http://moz.com/blog/building-a-video-seo-
strategy
Goal 1
Building a winning video marketing strategy - #MozCon 2013
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
Building a winning video marketing strategy - #MozCon 2013
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
@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/
Building a winning video marketing strategy - #MozCon 2013
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
Building a winning video marketing strategy - #MozCon 2013
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-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
@philnottinghamPhil Nottingham
Goal 3
Building a winning video marketing strategy - #MozCon 2013
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”
@philnottinghamPhil Nottingham
What does it look like
then?
@philnottinghamPhil Nottingham
Building a winning video marketing strategy - #MozCon 2013
Building a winning video marketing strategy - #MozCon 2013
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
@philnottinghamPhil Nottingham
Building a winning video marketing strategy - #MozCon 2013
6,608 links from 517 domains
To video on vimeo.com
@philnottinghamPhil Nottingham
214
517
0
100
200
300
400
500
600
To own site To vimeo.com
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&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…
@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
@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?”
@philnottinghamPhil Nottingham
Several people in the audience
Building a winning video marketing strategy - #MozCon 2013
Technical Implementation
can cannibalise
@philnottinghamPhil Nottingham
Building a winning video marketing strategy - #MozCon 2013
Content will best support a
goal…
…when it’s created with that
goal in mind
@philnottinghamPhil Nottingham
Three main goals for video
@philnottingham
http://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 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
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
@philnottingham
https://www.huddle.com/resources/collaboration-
videos/huddle-behind-the-scenes/
Bigger Budgets?
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
No Budget at all?
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
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
Start
Small
Building a winning video marketing strategy - #MozCon 2013
#MozCon
#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

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Building a winning video marketing strategy - #MozCon 2013

Editor's Notes

  1. I’m british, we share a lot.
  2. Conference videos – probably why they
  3. Have set up clients (SB) with their own studio.
  4. Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  5. Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  6. Pitch for a fraction of the money to move from paid to organic traffic.Just like SEOs pitch for more PPC bidget – pitch for video advertising
  7. If you think you can’t afford that, You’re wrong. You paid more than that to come here.Reusable.
  8. Vicke to design
  9. Vicke to Edit
  10. Mention Will it blend example
  11. Vicke to design
  12. Good = Will it blend.Bad = GAIQ.
  13. Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  14. Get Vicke to redesign
  15. Get Vicke to redesign
  16. Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  17. Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  18. 14% increase in traffic within one month just from this implementation
  19. Explain how Google treat iframes
  20. MentionYoast Plugin
  21. TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  22. TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  23. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  24. Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
  25. Just fucking say this.
  26. Primary keyword, secondary keyword brand.Caption Tube
  27. Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  28. Video only one format among many. It’s not a “thing”.
  29. Integral to the Page Type
  30. Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
  31. 59% Lost Link Equity
  32. Make yours the canonical – in the true sense of the word.This means you need to self host or use a secure third part platform
  33. Explain how Google treat iframes
  34. Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  35. Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  36. Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  37. Put these on YouTube
  38. Realtor – not Estate agent
  39. Go slower
  40. Go slower