Phil Nottingham's slides from WistiaFest 2014 (minus embedded videos). Phil sets out a framework for a goal driven approach to video marketing, where hyper targeted content rules the roost.

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

3. The first time is typically
awkward, embarrassing and
best forgotten.
@philnottinghamPhil Nottingham

4. Distilled’s first time…
@philnottinghamPhil Nottingham

6. The more you do it,
the better you get…
@philnottinghamPhil Nottingham

13. From Video Content
to Video Strategy
PHIL NOTTINGHAM

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

16. Video strategy is the vision which guides
future content creation, technical
implementation and measurement.
Phil Nottingham, 2014
@philnottinghamPhil Nottingham

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

19. Common Approach to Video Marketing
@philnottinghamPhil Nottingham
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

20. Common Approach to Video Marketing
@philnottinghamPhil Nottingham
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

21. Online Video Online TV
@philnottinghamPhil Nottingham
≠

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

24. All content must be
goal driven.
Distilled axiom
@philnottinghamPhil Nottingham

25. Think Of Your Channels
Like A (real) Football Team

26. Don’t Build A Team Of Attackers

28. A
B
V

29. Alcohol By Volume?

30. Always
Be
Valuable

31. MVC
(Minimal Viable Conversion)

32. @CraigBradfordCraig Bradford
Establish an MVC at every stage in the funnel

34. Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All

35. I’m originally from a background in
Theatre

36. …and I call this “Dramaturgy”.
@philnottinghamPhil Nottingham

37. Actioning:
Expressing
goals in terms
of transitive
verbs.
@philnottinghamhttp://www.amazon.com/Actions-Actors-Thesaurus-
Marina-Caldarone/dp/0896762521

38. The purpose of this video is
to [transitive verb] the
audience into [minimum
viable conversion].
@philnottinghamPhil Nottingham

39. You can also dissect other
videos in this way…
@philnottinghamPhil Nottingham

41. The purpose of this video is
to amuse the audience into
thinking of HubSpot
positively
@philnottinghamPhil Nottingham

42. Segment goals according to
your conversion funnel

43. Personalise content
by user group

44. Learn as much as you can about your audience
@philnottinghamshutterstock.com

45. Sign Up For Google Tag Manager
@philnottinghamhttp://www.google.com/tagmanager/

46. Upgrade to Google Universal Analytics
@philnottinghamhttp://dis.tl/H2RgUq

47. Enable Demographic Data
@philnottinghamhttp://dis.tl/H2VhrN

48. Dimension Widening
@philnottinghamPhil Nottingham

49. Develop personas
@philnottinghamPhil Nottingham
Lavigne the In-house
Videographer
– Likes: Labradoodles,
Vignettes
– Dislikes: Lav mics
– Shops at:
b&hphotovideo.com
– Inlfluencers: Philip Bloom

50. Undertake targeted and effective
market research

52. Ask the right questions at the right time

53. Find out more about your customers

54. Discover who influences them

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

60. Goal 1

62. @philnottinghamPhil Nottingham
Videos for pages.

63. A user who watches an
AO.com video…
@philnottinghamPhil Nottingham

64. Is TWICE as likely to convert
@philnottinghamPhil Nottingham

65. Spends 9.1% more money
@philnottinghamPhil Nottingham

67. Real people, with real
expertise, offering genuine
advice.
@philnottinghamPhil Nottingham

68. Don’t hire actors for conversion video

69. Good Girl Gina does not work for you…

70. No one wants to buy things from these
people.

71. Authenticity > Professionalism

72. Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All

73. Don’t duplicate the same video
across multiple pages
@philnottinghamPhil Nottingham

74. Each page must be the
canonical result for the video
embedded on it
@philnottinghamPhil Nottingham

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

76. Build up a
library of….
@philnottinghamPhil Nottingham
• Interviews
• Product shots
• Screencasts
• General Views

77. Slight adjustments in targeting
will allow you to repurpose
your content
@philnottinghamPhil Nottingham

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

79. Create transcriptions and put
them in the HTML as page copy
@philnottinghamPhil Nottingham
• Valuable for users
• Provides unique and relevant text for
product pages

80. This is cheap and easy to do…
@philnottinghamPhil Nottingham

81. Investigate
getting video
snippets for
commercial
landing
pages
@philnottinghamhttp://www.kurtzandblum.com

82. Wistia automates this process for you
@philnottinghamhttp://www.distilled.net/blog/video/creating-video-
sitemaps-for-each-video-hosting-platform/

83. Video snippets can both help
and hinder click through rates
from search
@philnottinghamPhil Nottingham

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

86. Split test thumbnails variations
to maximise your Video SEO
potential
@philnottinghamPhil Nottingham

87. Split test edits and stylistic adjustments

88. Ask for feedback after conversion:
“What almost prevented you?”
@philnottinghamPhil Nottingham

89. Metrics that don’t matter:
• View Count
• Shares
• Links
• Watch time
@philnottinghamPhil Nottingham

90. Metrics that do matter:
• Conversion rate at a page
level
• Revenue
• Organic traffic to page
@philnottinghamPhil Nottingham

91. Goal 2

93. This isn’t the same as “viral content”
@philnottinghamPhil Nottingham

94. What does it look
like then?
@philnottinghamPhil Nottingham

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

97. Provide uncommon expertise
and insight
@philnottinghamPhil Nottingham

98. Integrate video as part of a
wider creative page type
@philnottinghamPhil Nottingham

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

100. Think laterally about your
brand
@philnottinghamPhil Nottingham

102. Pro Tip for link building –
don’t make these videos too
heavily branded

103. Make sure your Facebook Open
Graph tags are implemented correctly
@philnottinghamPhil Nottingham

104. Make use of Twitter Cards
@philnottinghamPhil Nottingham

105. Use the Wistia social bar
@philnottinghamPhil Nottingham

106. Particularly the backlink feature
@philnottinghamPhil Nottingham

107. Utilize Paid Promotions
@philnottinghamPhil Nottingham

108. Metrics that don’t matter:
• View Count
• Revenue
@philnottinghamPhil Nottingham

109. Metrics that do matter:
• Email subscribers
• Shares
• Links
• Organic traffic to page
• Referring traffic
@philnottinghamPhil Nottingham

110. Goal 3

112. We are entering the Mad Men era of the internet
@philnottinghamPhil Nottingham

114. Video is an incredibly
important part of that shift
@philnottinghamPhil Nottingham

115. Common Approach to Video Marketing
@philnottinghamPhil Nottingham
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

116. Online Video Online TV
@philnottinghamPhil Nottingham
≠

117. “Home” and “Hero”

118. “Home”
(Short form, Scalable)

119. Tutorials & How-to’s
@philnottinghamhttp://youtube.com/rei

120. REI have a great library of
informational content
@philnottinghamhttp://www.youtube.com/rei

121. As do Home Depot
@philnottingham
https://www.youtube.com/channel/
UCfB9yx0y0dUwQ0lpjH8R4gA

122. But it doesn’t need to be sensible
@philnottinghamPhil Nottingham

123. @philnottinghamPhil Nottingham
Purely informative/entertaining
with no transactional call to action

124. Relevant for an audience
unfamiliar with your brand
@philnottinghamPhil Nottingham

125. “Hero”
(Viral Videos)

126. Your brand is not what you
sell, it’s how you sell it.
Hannah Smith, 2013
@philnottinghamPhil Nottingham

127. It can work for smaller budgets
too
@philnottinghamPhil Nottingham

128. Host for maximum visibility
@philnottinghamPhil Nottingham

129. Only valuable for creatives
@philnottinghamPhil Nottingham

130. 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

131. Ad Spend = Social Proof
@philnottinghamPhil Nottingham

132. 77,000 Views
Cost - $8000
(Avg. CPV = 10c

133. Make use of annotations to
drive views of other videos
@philnottinghamPhil Nottingham

134. Use The Playlist architecture
@philnottinghamPhil Nottingham

135. Customise channel homepage
with channel trailer
@philnottinghamPhil Nottingham

136. Pay to seed content socially

137. Metrics that don’t matter:
• View count
• Referring traffic
• Paid vs organic traffic Split
• Cost per impression
@philnottinghamPhil Nottingham

138. Metrics that do matter:
• Unprompted brand recall
• Cost per segment impression
• Share rate
• Branded search volume
• Subscribers
@philnottinghamPhil Nottingham

139. FAQ

140. How often do you need to
publish things?
@philnottinghamPhil Nottingham

141. Not that often.
Phil Nottingham, 2014
@philnottinghamPhil Nottingham

142. Regularity hasn’t helped Distilled
@philnottinghamPhil Nottingham

143. Consistent Quality Publishing
>
Consistent Publishing Schedule
@philnottinghamPhil Nottingham

144. 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…
@philnottinghamPhil Nottingham

145. “I want Dollar Shave Club”

146. Viral is not a goal.
They usually want popularity.
@philnottinghamPhil Nottingham

147. Popularity is a bad goal
@philnottinghamPhil Nottingham

148. 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
@philnottinghamPhil Nottingham

149. Time Money
Talent
You need at least two

150. Should I put my product
videos on YouTube
Someone in the audience
@philnottinghamPhil Nottingham

151. No.
Phil Nottingham, 2014
@philnottinghamPhil Nottingham

152. Use
YouTube
and you’ll
drive traffic
to YouTube
@philnottinghamhttp://www.youtube.com/appliancesonline

153. I don’t see why that’s
such a problem.
Can’t YouTube also drive to
your site Traffic?
@philnottinghamPhil Nottingham

154. I’ve done some research...

155. 95 Individual Company
YouTube Channels
@philnottinghamPhil Nottingham

156. 904,053,617 Views
@philnottinghamPhil Nottingham

157. @philnottinghamPhil Nottingham
Av. CTR = 0.72%

158. YouTube does not
typically drive much traffic
back to your site
@philnottinghamPhil Nottingham

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

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

162. Technical Implementation
can cannibalise
@philnottinghamPhil Nottingham

164. Think Of Your Channels Like A
Soccer Team

165. Content will best
support a goal…
…when it’s created
with that goal in mind
@philnottinghamPhil Nottingham

166. All content must be
goal driven.
Distilled axiom
@philnottinghamPhil Nottingham

167. Hyper
Targeted
@philnottinghamPhil Nottingham
> One Size
Fits All

168. Segment goals according to
your conversion funnel
@philnottinghamPhil Nottingham

169. @CraigBradfordCraig Bradford
Establish Your Minimum Viable Conversion at every stage in the funnel

170. Personalise content
by user group
@philnottinghamPhil Nottingham

171. Tie it to your audience
@philnottinghamshutterstock.com

172. Use Video when it’s the
right form of content
for an idea
@philnottinghamPhil Nottingham

173. Let business
goals drive both
the technical
& creative

174. Think Big
@philnottingham

175. @philnottingham
Start
Small

177. Thanks!
Questions?!
PHIL NOTTINGHAM, VIDEO STRATEGIST