With the number of online video users expected to double to 1.5 billion and video traffic to be 55 percent of all consumer Internet traffic by 2016, marketers are adding video into their content marketing strategies. If you are investing in video, as with any other content, it’s logical to question how to optimize this content for search engines. Learn the basics and get best practices from this presentation. See more at: http://www.ginzametrics.com/blog/using-video-for-search-and-content-marketing-efforts/

1. Video

2. SEO-

3. Basics

5. Best

6. Practices

7. Why Video? A Few Facts...
Online video users
expected to reach
1.5
Billionby 2016
Cisco expects
video traffic
to account for
57%of all consumer
internet traffic
by 2015
Dr. James Mcquivey of
Forrester Research
says
1.8Million
=
of video words
1MinuteVideo results
appeared in
70%of the top 100
search listings
on Google
in 2012
4 in 10
Shoppers visited a
store online or in-
person as a direct result
of watching a video

8. Understanding the Importance of Video
A growing number of social and user generated channels are vying for user attention, and
brands continue to push to be part of the conversation.
As the facts on the proceeding slide show, video is the fastest growing segment of
content and continues to capture the attention of audiences like nothing else available.
Various channels continue to invest in integrating video into their capabilities, including:
‣ Instagram now allows both photos and short videos.
‣ LinkedIn encourages video in advertising options.
‣ Vine is one of the fastest growing social channels.
‣ The average YouTube visitor watches 388 minutes of video each month.
‣ YouTube has over 1 billion unique users to its site each month.

9. Video in the Funnel - The Old Way
One of the keys to success
with video is understanding
its place in the marketing
funnel.
Many marketers make the
mistake of thinking of
video as only a tool for top
of the funnel marketing like
brand awareness. These
videos are often expensive or
flashy and out of reach for
many small to mid-sized
brands, and can’t be created
frequently.
This misguided obsession
with “top of the funnel”
only videos means missed
opportunities for video.
Awareness
Consideration
Conversion
Loyalty
}

10. Video in the Funnel - The Right Way for SEO
Using video throughout the
sales and marketing funnel
means marketers can sacrifice
expensive production for
quality content that explains a
product or service to users.
Videos that help solve
problems or address
common concerns across a
vertical have the highest
conversion rates.
Companies should focus
efforts here to appeal to users
specific needs.
Take a look at the funnel to the
right for examples of where
you can use videos along each
step of your customer
lifecycle.
Top of Funnel
Middle of Funnel
Bottom of Funnel
Brand awareness
Company / feature overview
Events / executive speaking
High quality research
Detail product information
Case studies
Webinars and customer events
User generated content
Internal training / office fun

11. Where Does Video Fit in the Funnel?
High Quality
Low Quality
Infrequent
Frequent
Sales Pitch
Feature Tours
Customer Spotlight
CEO Speaking Event
Tips and Tricks
Seminars
Screencasts / Tutorials
Internal Training
User Generated Content
Office Life / Fun
This graphic is courtesy of Kieran Farr, CEO Founder of Vidcaster. The original use of this graphic can be found in the following FOUNDFriday
episode: http://www.youtube.com/watch?v=ktJlNqSSmKg
Videos that you are only going to produce once a year like a sales pitch or feature tours are great to put a lot of
resources into to make a high-quality production; however frequency is important for content marketing. Since many
organizations cannot afford to create multiple high-quality videos each year, it’s better to produce consistent videos of a
lower quality that give users the information they need. The continuum below illustrates video production needs.

12. Best Practices in Video SEO
To make the most of using video throughout the funnel, try incorporating some of these best practices:
‣ Create a repeatable, templatable process for creating videos at various stages of the funnel. This
will ensure that you and others in your organization can spend your time on the video content, not
the details of getting things set up.
‣ Avoid hosting videos on both YouTube and your website. YouTube’s high domain authority makes it
a formidable opponent in driving traffic and you’ll be essentially competing against yourself.
- For brand awareness, publish videos to channels like YouTube or Vine.
- To use videos for conversion, pick a video platofrm that will house the videos on your website so that
you drive traffic to your existing site.
‣ Use screencast videos for overviews of product features and “how-to” guides.
‣ If you use audio, try to include a transcript, this will boost your SEO and provide users a guide to
the content so they can follow along.