phil nottingham at #wistiafest - from video content to video strategy

Video Strategist, Distilled

[email protected]

@philnottingham

•  Video Marketing Expert

•  Semi-Professional Pirate

•  Enthusiastic Beer Drinker

PHIL NOTTINGHAM

The first time is typically awkward, embarrassing and

best forgotten.

@philnottingham Phil Nottingham

Distilled’s first time…


The more you do it, the better you get…


From Video Content to Video Strategy

PHIL NOTTINGHAM

Video Strategist, Distilled

[email protected]

@philnottingham

•  Video Marketing Expert

•  Semi-Professional Pirate

•  Enthusiastic Beer Drinker

PHIL NOTTINGHAM

Video strategy is the vision which guides

future content creation, technical

implementation and measurement.

Phil Nottingham, 2014


Online video strategies have historically looked like TV

advertising strategies

Common Approach to Video Marketing


Pay a creative agency to make it

Put the video everywhere

Have idea for a Video

Decide you want to create a video

Judge success based on the number of impressions

Pay for some seeding/advertising









But this doesn’t work very well

Online Video Online TV


≠

STRATEGIC APPROACH

We need to improve “X”

What’s the best way to do that?

Video

Define technical & creative strategy

Goal Driven


All content must be goal driven. Distilled axiom


Think Of Your Channels Like A (real) Football Team

Don’t Build A Team Of Attackers

Alcohol By Volume?

Always Be

Valuable

MVC (Minimal Viable Conversion)

@CraigBradford Craig Bradford

Establish an MVC at every stage in the funnel

Hyper Targeted


> One Size Fits All

I’m originally from a background in Theatre

…and I call this “Dramaturgy”.


Actioning:

Expressing goals in terms

of transitive verbs. @philnottingham http://www.amazon.com/Actions-Actors-Thesaurus-

Marina-Caldarone/dp/0896762521

The purpose of this video is

to [transitive verb] the audience into [minimum

viable conversion].


You can also dissect other videos in this way…


The purpose of this video is to amuse the audience into

thinking of HubSpot positively


Segment goals according to your conversion funnel

Personalise content by user group

Learn as much as you can about your audience

@philnottingham shutterstock.com

Sign Up For Google Tag Manager

@philnottingham http://www.google.com/tagmanager/

Upgrade to Google Universal Analytics

@philnottingham http://dis.tl/H2RgUq

Enable Demographic Data

@philnottingham http://dis.tl/H2VhrN

Dimension Widening


Develop personas


Lavigne the In-house Videographer –  Likes: Labradoodles,

Vignettes –  Dislikes: Lav mics –  Shops at:

b&hphotovideo.com –  Inlfluencers: Philip Bloom

Undertake targeted and effective market research

Ask the right questions at the right time

Find out more about your customers

Discover who influences them

Create content which appeals to your target audience at each stage in the conversion funnel.


Goal 1


Videos for pages.

A user who watches an AO.com video…


Is TWICE as likely to convert


Spends 9.1% more money


Real people, with real expertise, offering genuine

advice.


Don’t hire actors for conversion video

Good Girl Gina does not work for you…

No one wants to buy things from these people.

Authenticity > Professionalism

Hyper Targeted


> One Size Fits All

Don’t duplicate the same video across multiple pages


Each page must be the canonical result for the video

embedded on it


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

Build up a library of….


•  Interviews •  Product shots •  Screencasts •  General Views

Slight adjustments in targeting will allow you to repurpose

your content


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

Create transcriptions and put them in the HTML as page copy


•  Valuable for users •  Provides unique and relevant text for

product pages

This is cheap and easy to do…


Investigate getting video

snippets for commercial

landing pages

@philnottingham http://www.kurtzandblum.com

Wistia automates this process for you

@philnottingham http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/

Video snippets can both help and hinder click through rates

from search


Split Test SERPs with Mechanical Turk

@philnottingham http://www.tomanthony.co.uk/tools/serp-turkey/

Split test thumbnails variations to maximise your Video SEO

potential


Split test edits and stylistic adjustments

Ask for feedback after conversion: “What almost prevented you?”


Metrics that don’t matter: •  View Count •  Shares •  Links •  Watch time


Metrics that do matter: •  Conversion rate at a page

level •  Revenue •  Organic traffic to page


Goal 2

This isn’t the same as “viral content”


What does it look like then?


Whiteboard Friday

@philnottingham http://moz.com/blog/category/whiteboard-friday

Provide uncommon expertise and insight


Integrate video as part of a wider creative page type


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

190 linking root

domains

Think laterally about your brand


Pro Tip for link building – don’t make these videos too

heavily branded

Make sure your Facebook Open Graph tags are implemented correctly


Make use of Twitter Cards


Use the Wistia social bar


Particularly the backlink feature


Utilize Paid Promotions


Metrics that don’t matter: •  View Count •  Revenue


Metrics that do matter: •  Email subscribers •  Shares •  Links •  Organic traffic to page •  Referring traffic


Goal 3

We are entering the Mad Men era of the internet


Video is an incredibly important part of that shift


Online Video Online TV


≠

“Home” and “Hero”

“Home”

(Short form, Scalable)

Tutorials & How-to’s

@philnottingham http://youtube.com/rei

REI have a great library of informational content

@philnottingham http://www.youtube.com/rei

As do Home Depot

@philnottingham https://www.youtube.com/channel/UCfB9yx0y0dUwQ0lpjH8R4gA

But it doesn’t need to be sensible



Purely informative/entertaining with no transactional call to action

Relevant for an audience unfamiliar with your brand


“Hero”

(Viral Videos)

Your brand is not what you sell, it’s how you sell it.

Hannah Smith, 2013


It can work for smaller budgets too


Host for maximum visibility


Only valuable for creatives


Optimise for YouTube (YouTube SEO)

@philnottingham

•  Optimise Title and Descriptions for relevant search terms

•  Include tags •  Ensure you upload at 1280x720 HD or higher •  Upload a closed caption file (created manually) •  Get as many (genuine) embeds and links as you can

Phil Nottingham

Ad Spend = Social Proof


77,000 Views Cost - $8000

(Avg. CPV = 10c

Make use of annotations to drive views of other videos


Use The Playlist architecture


Customise channel homepage with channel trailer


Pay to seed content socially

Metrics that don’t matter: •  View count •  Referring traffic •  Paid vs organic traffic Split •  Cost per impression


Metrics that do matter: •  Unprompted brand recall •  Cost per segment impression •  Share rate •  Branded search volume •  Subscribers


How often do you need to publish things?


Not that often.



Regularity hasn’t helped Distilled


Consistent Quality Publishing >

Consistent Publishing Schedule


I work in for an agency and every week one of my clients demands I

make them a viral video for $1000. What can I do about this?

Definitely a couple of people in the audience…


“I want Dollar Shave Club”

Viral is not a goal. They usually want popularity.


Popularity is a bad goal


Acceptable goals for video: •  Increased unprompted brand

awareness •  More links and social shares •  More referral traffic •  More organic traffic •  Increased user engagement •  Better conversion rates


Time Money

Talent

You need at least two

Should I put my product videos on YouTube

Someone in the audience


No.



Use YouTube and you’ll

drive traffic to YouTube

@philnottingham http://www.youtube.com/appliancesonline

I don’t see why that’s such a problem.

Can’t YouTube also drive to your site Traffic?


I’ve done some research...

95 Individual Company YouTube Channels


904,053,617 Views



Av. CTR = 0.72%

YouTube does not typically drive much traffic

back to your site


YouTube is for top of funnel content only

@philnottingham http://moz.com/blog/the-marketing-value-of-youtube

I want rich snippets, links and my video on YouTube. Can I target every goal with

the same video?


Several people in the audience

Technical Implementation can cannibalise


Think Of Your Channels Like A Soccer Team

Content will best support a goal…

…when it’s created

with that goal in mind


All content must be goal driven. Distilled axiom


Hyper Targeted


> One Size Fits All

Segment goals according to your conversion funnel


@CraigBradford Craig Bradford

Establish Your Minimum Viable Conversion at every stage in the funnel

Personalise content by user group


Tie it to your audience

@philnottingham shutterstock.com

Use Video when it’s the right form of content

for an idea


Let business goals drive both the technical & creative

Think Big @philnottingham

@philnottingham

Start Small

Thanks! Questions?!

PHIL NOTTINGHAM, VIDEO STRATEGIST