Phil's presentation from Marketing Fest in Brno on 22nd November

1. PHIL NOTTINGHAM
• Video Marketing Expert
• Semi-Professional Pirate
• Enthusiastic Beer Drinker
Consultant, Distilled
Phil.nottingham@distilled.net
@philnottingham

2. The Future (2014)

3. Online video has been a
“thing” for 10 years.

4. Broadband gave us streaming at 15fps

5. Global median mobile speed today >
1MBPS

6. Online video strategies
have historically looked like
TV advertising strategies

7. Common Approach to Video Marketing
Decide you
want to
Have idea
create a
for a Video
video
Pay for
“optimise”
loads of
video
advertising
and seeing
Phil Nottingham
Pay a
creative
agency to
make it
Put the
video
everywhere
Pay for some
seeding/
advertising
Count how
many views
it’s got
@philnottingham

8. But this doesn’t work very
well

9. Let’s think about how we
consume media on the
internet

10. We surface content through filters

11. Our technology protects us from
unwanted content
Including unwanted marketing

13. Apparently my son insisted on watching this
about 10 times consecutively yesterday.
He hates pre-roll adverts interrupting his videos,
but loved this bit of creative marketing.
Conclusion: the attitudes of a one year old are a
good proxy for the average internet user.
Rob Ousbey (my boss), 2013
Phil Nottingham

15. Online audiences are then
always inside filter bubbles

16. Permission is no longer enough
Marketing needs to get above the sharing radar of our (personal) curators

17. people need to love
your marketing

19. Online Video
≠
Online TV
Phil Nottingham

20. Hyper Targeted
>
One size fits all
Phil Nottingham

21. Segment and Personalise:
A video strategy for 2014
PHIL NOTTINGHAM, DISTILLED

22. COMMON METHOD
Form Driven
We need to do a video
What can we do a video about?
Make video
Optimise video
Phil Nottingham
@philnottingham

24. Form
Must
Follow
Function
Phil Nottingham
@philnottingham

25. STRATEGIC APPROACH
Goal Driven
We need to improve “X”
What’s the best way to do that?
Video
Define technical & creative strategy

26. Only use video when the
message would be lost by
any other medium

27. All content must be
goal driven

29. How can you build turn
these principles into a
strategy?

30. 1. Segment by goal

34. Three main goals for video in online
marketing
http://moz.com/blog/building-a-video-seostrategy
@philnottingham

35. 2. Personalise based on
audience demographic

36. Know your customer conversion funnel
http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowing-your-customer-conversion-funnel/
@philnottingham

37. Tie it to your audience
http://www.distilled.net/blog/distilled/using-customersurveys-to-define-your-content-marketing-efforts/
@philnottingham

38. Sign Up For Google Tag Manager
@philnottingha
@philnottingham

39. Upgrade to Google Universal Analytics
http://dis.tl/H2RgUq
@philnottingham

40. Universal Analytics Tracks
People Not Sessions

41. Customer Database

42. Enable Demographic Data
http://dis.tl/H2VhrN
@philnottingham

43. User Based Tracking

44. Dimension Widening

45. Go check out Craig Bradford’s presentation
http://www.slideshare.net/DistilledSEO/craigbradfordsearchlove-london-2013
@philnottingham

46. Find trends in user behaviour
to discover gaps in your
content marketing
Phil Nottingham
@philnottingham

47. Any quick hacks until I get
my tracking in order?
Phil Nottingham
@philnottingham

48. Internal Site Search
Phil Nottingham
@philnottingham

49. Keyword Research
Phil Nottingham
@philnottingham

50. Competitor Analysis
Phil Nottingham
@philnottingham

51. Analysis in Different Verticals
Phil Nottingham
@philnottingham

52. Three goals for video
http://moz.com/blog/building-a-video-seostrategy
@philnottingham

53. For each goal you need
multiple pieces of content,
targeting each of your core
user groups

54. Goal 1

56. Viral Videos

57. A creative story attached to your brand
http://www.youtube.com/watch?v=cBlRbrB_Gnc
@philnottingham

58. Informational Content

59. Tutorials & How-to’s
http://youtube.com/rei
@philnottingham

60. REI have a great library of
informational content
http://www.youtube.com/rei
@philnottingham

61. Purely Informational with no
transactional call to action
Phil Nottingham
@philnottingham

62. Thought Leadership content

63. “Blogging” video
http://www.youtube.com/playlist?
list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi
@philnottingham

64. How can I do my own
Whiteboard Friday style
video?
Someone in the audience
Phil Nottingham
@philnottingham

65. Focus lighting to eliminate
shadow and get a balanced
colour on the subject

67. Good Sound is more
important than good picture

68. Get the microphone as close as
possible to the persons face

69. Minimal requirements for a video studio
•
•
•
•
DSLR with 50mm lens
Any Tripod
Lavalier microphone set
Three Lights
http://wistia.com/blog/your-first-lighting-kit
@philnottingham

70. Supporting PR campaigns

71. Video News Releases –
get journalists to notice you
http://www.bbc.co.uk/guidelines/editorialguidelines/page/
guidance-video-news-releases
@philnottingham

72. Ads

73. Advertise your content
library and permission assets
http://www.youtube.com/watch?v=kVIGuJeS4y4
@philnottingham

74. Host for maximum visibility
@philnottingham

75. Relevant for an audience
unfamiliar with your brand
Phil Nottingham
@philnottingham

76. Use the YouTube Keyword
Tool for idea generation
https://ads.youtube.com/keyword_tool
@philnottingham

77. Optimise for YouTube
•
•
•
•
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 throughout the conference
Phil Nottingham
@philnottingham

78. Measure user engagement,
not views
https://www.youtube.com/analytics
@philnottingham

79. Ensure
consistent quality
Phil Nottingham
@philnottingham

80. How can I optimise my
YouTube videos for
success with TrueView
advertising
Phil Nottingham
@philnottingham

81. Ensure you force engagement
withinin the first five seconds
Phil Nottingham
@philnottingham

82. Ad Spend = Social Proof

83. 77,000 Views
Cost - $8000
(Avg. CPV = 10c

84. And what if I have no
budget?
Someone in the audience
Phil Nottingham
@philnottingham

85. Hangout on air
http://www.google.com/+/learnmore/hangouts/
onair.html
@philnottingham

86. https://vine.co/v/bnqj5qmnIwQ
@philnottingham

87. http://instagram.com/p/bT2BGwxkLu
@philnottingham

88. Goal 2

90. Use video as part of a
creative page type

91. 190 linking
root domains
http://www.simplybusiness.co.uk/microsites/
wordpress-for-small-businesses/
@philnottingham

92. 64 linking root
domains
http://www.simplybusiness.co.uk/microsites/
youtube-for-small-business/
@philnottingham

93. Guest post with video

94. Interview your customers
Phil Nottingham
@philnottingham

95. Interview authorities in your niche
http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-some-advice-on-camera/
@philnottingham

96. Interview your friends & competitors
http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/
@philnottingham

97. Interview SERP competitors
Phil Nottingham
@philnottingham

98. Get interviewed by others
http://wistia.com/learning/advanced-seo-withdistilled
@philnottingham

99. Create a video
others will embed

100. This isn’t the same as “viral content”
Phil Nottingham
@philnottingham

101. What does it look like
then?
Phil Nottingham
@philnottingham

104. It got awesome links
http://www.forbes.com/sites/matthewnewton/
2011/06/30/anatonomy-of-a-computer-virus/
@philnottingham

105. It got awesome links
http://www.scientificamerican.com/article.cfm?
id=stuxnet-like-viruses-remain-a-top-us-security-risk
@philnottingham

106. 682 links from 214 Domains
To video on abc.net.au
Phil Nottingham
@philnottingham

108. 6,608 links from 517 domains
To video on vimeo.com
Phil Nottingham
@philnottingham

109. When people embed a YouTube / Vimeo
video – they don’t link to your site.

110. LRDs
600
500
400
300
517
200
100
214
0
To
own
site
To
vimeo.com
LRDs

111. How can I prevent this?
Phil Nottingham
@philnottingham

112. Ensure the video is only
visible on your domain to
start with
Phil Nottingham
@philnottingham

113. Use a secure, paid hosting solution
Phil Nottingham
@philnottingham

114. Phil Nottingham
@philnottingham

115. Automatically includes a link back to your
domain

116. If you don’t want to use Wistia
I’ve made you a tool….
http://dis.tl/video-embed-generator
Phil Nottingham
@philnottingham

117. But… YouTube and Vimeo can
generate social traction
Phil Nottingham
@philnottingham

118. • Securely host
• Outreach
• Put on YouTube afterwards
Phil Nottingham
@philnottingham

119. Bait and Switch!
Phil Nottingham
@philnottingham

121. Use OSE to work out who has
linked to the videos
Phil Nottingham
@philnottingham

122. Outreach with a value proposition
Phil Nottingham
@philnottingham

123. Agency side?
Do your clients have
successful YouTube
videos?

124. And what if I have no
budget?

125. Custom YouTube Playlists
https://developers.google.com/youtube/
@philnottingham

126. http://dis.tl/youtube-playlists-tool
@philnottingham

127. Goal 3

129. Identify the gaps in your
website’s conversion funnel.
Which pages have highest
drop off rates?

130. Establish Your Minimum Viable Conversion at every stage in the funnel
Craig Bradford
@CraigBradford

131. Create content which
encourages the MVC

132. Videos
FOR
Pages
Phil Nottingham
@philnottingham

133. Videos to help sell a
specific product or service

134. Product/category page “conversion” videos
http://www.appliancesonline.co.uk
@philnottingham

135. A user who watches an
Appliances Online video…
@philnottingham

136. Is TWICE as likely to convert
@philnottingham

137. Spends 9.1% more money
@philnottingham

138. • Soft Sell
• Hard Facts
• Empathy
@philnottingham

139. Product Specific Tutorials

140. Offer guidance and explain
core functionality
Phil Nottingham
@philnottingham

141. Best Software for Screencasting
PC
Mac
Phil Nottingham
@philnottingham

142. Quick Mobile screen mock-ups
http://placeit.breezi.com/

143. Videos to enhance
non-commercial pages

144. Distilled has a video on our /contact page
https://www.distilled.net/contact/
@philnottingham

145. Get pages ranking with a Rich Snippet
http://www.kurtzandblum.com
@philnottingham

146. How?
@philnottingham

147. Create and submit a video sitemap
http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/
@philnottingham

148. And/Or Implement Schema.org Mark-up
Phil Nottingham
@philnottingham

149. Make sure your Facebook Open Graph
tags are implemented correctly
Phil Nottingham
@philnottingham

150. Make use of Twitter Cards
Phil Nottingham
@philnottingham

151. How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience

152. Split Test SERPs with Mechanical Turk
http://www.tomanthony.co.uk/tools/serp-turkey/
@philnottingham

154. Create transcriptions and put them in the HTML
•
Valuable for users
•
Provides unique and relevant text for
product pages
Phil Nottingham
@philnottingham

155. Best paid transcription service
Phil Nottingham
@philnottingham

156. Use a secure, paid hosting solution
@philnottingham

157. The best platform
…by some distance
http://wistia.com/pricing
@philnottingham

158. Don’t use YouTube for “conversion”

159. Use YouTube and you’ll
drive traffic to YouTube
http://www.youtube.com/appliancesonline
@philnottingham

160. I don’t see why that’s such
a problem. Can’t YouTube
also drive to your site
Traffic?
Someone in the audience
@philnottingham

161. I’ve done some research

162. 95 Individual Company
YouTube Channels
Phil Nottingham
@philnottingham

163. 904,053,617 Views
Phil Nottingham
@philnottingham

164. Av. CTR = 0.72%
Phil Nottingham
@philnottingham

165. YouTube does not typically
drive much traffic back to
your site
Phil Nottingham
@philnottingham

166. Steals your traffic
Doesn’t give much of it back
Phil Nottingham
@philnottingham

167. Don’t use YouTube to host if
you want the traffic
Phil Nottingham
@philnottingham

168. YouTube is for top of funnel content only
http://moz.com/blog/the-marketing-value-of-youtube
@philnottingham

169. What should I do with video
I already have?

170. Segment:
Where in the funnel will it help
you?

171. Personalise:
Re-edit your content to target
that user demographic.

172. Where should I host my
video?
At least five emails that Phil gets per
week

173. Hosting Options
YouTube
Securely host,
then YouTube
http://moz.com/blog/building-a-video-seo-strategy
Securely Host
@philnottingham

174. I want rich snippets, links
and my video on YouTube.
Can I target every goal
with the same video?
Several people in the audience
Phil Nottingham
@philnottingham

176. Technical Implementation
can cannibalise
Phil Nottingham
@philnottingham

178. Content will best support a
goal…
…when it’s created with that
goal in mind
Phil Nottingham
@philnottingham

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

180. Slight adjustments in
targeting will allow you to
repurpose
Phil Nottingham
@philnottingham

181. Build up a library of….
•
•
•
•
Interviews
Product shots
Screencasts
General Views
Phil Nottingham
@philnottingham

182. Segment your content by goal
Recut and re-edit a library
of content to get there

183. You don’t have to do
everything at once,
but do it well.
Phil Nottingham
@philnottingham

184. Making better pages and
better marketing channels
Phil Nottingham
@philnottingham

185. Use Video when it’s the
right form of content
for an idea
Phil Nottingham
@philnottingham

186. Let business
goals drive both
the technical
& creative

187. Think Big
@philnottingham

188. Start
Small
@philnottingham

190. Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham