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PHIL NOTTINGHAM
•  Video Marketing Expert
•  Semi-Professional Pirate
•  Enthusiastic Beer Drinker

Consultant, Distilled
Phil.nottingham@distilled.net
@philnottingham
The Future (2014)
Online video has been a
“thing” for 10 years.
Broadband gave us streaming at 15fps
Global median mobile speed today >
1MBPS
Online video strategies
have historically looked like
TV advertising strategies
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
But this doesn’t work very
well
Let’s think about how we
consume media on the
internet
We surface content through filters
Our technology protects us from
unwanted content
Including unwanted marketing
Personalise and Segment - A video strategy blueprint for 2014
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
Personalise and Segment - A video strategy blueprint for 2014
Online audiences are then
always inside filter bubbles
Permission is no longer enough
Marketing needs to get above the sharing radar of our (personal) curators
people need to love
your marketing
Personalise and Segment - A video strategy blueprint for 2014
Online Video

≠
Online TV
Phil Nottingham
Hyper Targeted

>
One size fits all
Phil Nottingham
Segment and Personalise:
A video strategy for 2014
PHIL NOTTINGHAM, DISTILLED
COMMON METHOD
Form Driven
We need to do a video
What can we do a video about?
Make video
Optimise video

Phil Nottingham

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Form
Must
Follow
Function
Phil Nottingham

@philnottingham
STRATEGIC APPROACH
Goal Driven
We need to improve “X”
What’s the best way to do that?
Video
Define technical & creative strategy
Only use video when the
message would be lost by
any other medium
All content must be

goal driven
Personalise and Segment - A video strategy blueprint for 2014
How can you build turn
these principles into a
strategy?
1. Segment by goal
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
Three main goals for video in online
marketing

http://moz.com/blog/building-a-video-seostrategy

@philnottingham
2. Personalise based on
audience demographic
Know your customer conversion funnel

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

@philnottingham
Tie it to your audience

http://www.distilled.net/blog/distilled/using-customersurveys-to-define-your-content-marketing-efforts/

@philnottingham
Sign Up For Google Tag Manager

@philnottingha

@philnottingham
Upgrade to Google Universal Analytics

http://dis.tl/H2RgUq

@philnottingham
Universal Analytics Tracks
People Not Sessions
Customer Database
Enable Demographic Data

http://dis.tl/H2VhrN

@philnottingham
User Based Tracking
Dimension Widening
Go check out Craig Bradford’s presentation

http://www.slideshare.net/DistilledSEO/craigbradfordsearchlove-london-2013

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

@philnottingham
Any quick hacks until I get
my tracking in order?

Phil Nottingham

@philnottingham
Internal Site Search

Phil Nottingham

@philnottingham
Keyword Research

Phil Nottingham

@philnottingham
Competitor Analysis

Phil Nottingham

@philnottingham
Analysis in Different Verticals

Phil Nottingham

@philnottingham
Three goals for video

http://moz.com/blog/building-a-video-seostrategy

@philnottingham
For each goal you need
multiple pieces of content,
targeting each of your core
user groups
Goal 1
Personalise and Segment - A video strategy blueprint for 2014
Viral Videos
A creative story attached to your brand

http://www.youtube.com/watch?v=cBlRbrB_Gnc

@philnottingham
Informational Content
Tutorials & How-to’s

http://youtube.com/rei

@philnottingham
REI have a great library of
informational content

http://www.youtube.com/rei

@philnottingham
Purely Informational with no
transactional call to action

Phil Nottingham

@philnottingham
Thought Leadership content
“Blogging” video

http://www.youtube.com/playlist?
list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi

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

Phil Nottingham

@philnottingham
Focus lighting to eliminate
shadow and get a balanced
colour on the subject
Personalise and Segment - A video strategy blueprint for 2014
Good Sound is more
important than good picture
Get the microphone as close as
possible to the persons face
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
Supporting PR campaigns
Video News Releases –
get journalists to notice you

http://www.bbc.co.uk/guidelines/editorialguidelines/page/
guidance-video-news-releases

@philnottingham
Ads
Advertise your content
library and permission assets

http://www.youtube.com/watch?v=kVIGuJeS4y4

@philnottingham
Host for maximum visibility

@philnottingham
Relevant for an audience
unfamiliar with your brand

Phil Nottingham

@philnottingham
Use the YouTube Keyword
Tool for idea generation

https://ads.youtube.com/keyword_tool

@philnottingham
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
Measure user engagement,
not views

https://www.youtube.com/analytics

@philnottingham
Ensure

consistent quality
Phil Nottingham

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

@philnottingham
Ensure you force engagement
withinin the first five seconds

Phil Nottingham

@philnottingham
Ad Spend = Social Proof
77,000 Views
Cost - $8000
(Avg. CPV = 10c
And what if I have no
budget?
Someone in the audience

Phil Nottingham

@philnottingham
Hangout on air

http://www.google.com/+/learnmore/hangouts/
onair.html

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

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

@philnottingham
Goal 2
Personalise and Segment - A video strategy blueprint for 2014
Use video as part of a
creative page type
190 linking
root domains

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

@philnottingham
64 linking root
domains

http://www.simplybusiness.co.uk/microsites/
youtube-for-small-business/

@philnottingham
Guest post with video
Interview your customers

Phil Nottingham

@philnottingham
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
Interview your friends & competitors

http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/

@philnottingham
Interview SERP competitors

Phil Nottingham

@philnottingham
Get interviewed by others

http://wistia.com/learning/advanced-seo-withdistilled

@philnottingham
Create a video
others will embed
This isn’t the same as “viral content”

Phil Nottingham

@philnottingham
What does it look like
then?

Phil Nottingham

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Personalise and Segment - A video strategy blueprint for 2014
It got awesome links

http://www.forbes.com/sites/matthewnewton/
2011/06/30/anatonomy-of-a-computer-virus/

@philnottingham
It got awesome links

http://www.scientificamerican.com/article.cfm?
id=stuxnet-like-viruses-remain-a-top-us-security-risk

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

Phil Nottingham

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
6,608 links from 517 domains
To video on vimeo.com

Phil Nottingham

@philnottingham
When people embed a YouTube / Vimeo
video – they don’t link to your site.
LRDs	
  
600	
  
500	
  
400	
  
300	
  

517	
  

200	
  
100	
  

214	
  

0	
  
To	
  own	
  site	
  

To	
  vimeo.com	
  

LRDs	
  
How can I prevent this?

Phil Nottingham

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

@philnottingham
Use a secure, paid hosting solution

Phil Nottingham

@philnottingham
Phil Nottingham

@philnottingham
Automatically includes a link back to your
domain
If you don’t want to use Wistia
I’ve made you a tool….
http://dis.tl/video-embed-generator

Phil Nottingham

@philnottingham
But… YouTube and Vimeo can
generate social traction

Phil Nottingham

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

@philnottingham
Bait and Switch!

Phil Nottingham

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Use OSE to work out who has
linked to the videos

Phil Nottingham

@philnottingham
Outreach with a value proposition

Phil Nottingham

@philnottingham
Agency side?
Do your clients have
successful YouTube
videos?
And what if I have no
budget?
Custom YouTube Playlists

https://developers.google.com/youtube/

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

@philnottingham
Goal 3
Personalise and Segment - A video strategy blueprint for 2014
Identify the gaps in your
website’s conversion funnel.
Which pages have highest
drop off rates?
Establish Your Minimum Viable Conversion at every stage in the funnel

Craig Bradford

@CraigBradford
Create content which
encourages the MVC
Videos

FOR
Pages
Phil Nottingham

@philnottingham
Videos to help sell a
specific product or service
Product/category page “conversion” videos

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
•  Soft Sell
•  Hard Facts
•  Empathy
@philnottingham
Product Specific Tutorials
Offer guidance and explain
core functionality

Phil Nottingham

@philnottingham
Best Software for Screencasting
PC

Mac
Phil Nottingham

@philnottingham
Quick Mobile screen mock-ups

http://placeit.breezi.com/
Videos to enhance
non-commercial pages
Distilled has a video on our /contact page

https://www.distilled.net/contact/

@philnottingham
Get pages ranking with a Rich Snippet

http://www.kurtzandblum.com

@philnottingham
How?

@philnottingham
Create and submit a video sitemap

http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/

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

Phil Nottingham

@philnottingham
Make sure your Facebook Open Graph
tags are implemented correctly

Phil Nottingham

@philnottingham
Make use of Twitter Cards

Phil Nottingham

@philnottingham
How can I work out
whether my pages will
benefit from having video
rich snippets?
Someone in the audience
Split Test SERPs with Mechanical Turk

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

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Create transcriptions and put them in the HTML

• 

Valuable for users

• 

Provides unique and relevant text for
product pages

Phil Nottingham

@philnottingham
Best paid transcription service

Phil Nottingham

@philnottingham
Use a secure, paid hosting solution

@philnottingham
The best platform
…by some distance

http://wistia.com/pricing

@philnottingham
Don’t use YouTube for “conversion”
Use YouTube and you’ll
drive traffic to YouTube

http://www.youtube.com/appliancesonline

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

@philnottingham
I’ve done some research
95 Individual Company
YouTube Channels

Phil Nottingham

@philnottingham
904,053,617 Views

Phil Nottingham

@philnottingham
Av. CTR = 0.72%

Phil Nottingham

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

@philnottingham
Steals your traffic

Doesn’t give much of it back
Phil Nottingham

@philnottingham
Don’t use YouTube to host if
you want the traffic

Phil Nottingham

@philnottingham
YouTube is for top of funnel content only

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

@philnottingham
What should I do with video
I already have?
Segment:
Where in the funnel will it help
you?
Personalise:
Re-edit your content to target
that user demographic.
Where should I host my
video?
At least five emails that Phil gets per
week
Hosting Options

YouTube

Securely host,
then YouTube

http://moz.com/blog/building-a-video-seo-strategy

Securely Host
@philnottingham
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
Personalise and Segment - A video strategy blueprint for 2014
Technical Implementation

can cannibalise
Phil Nottingham

@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Content will best support a
goal…
…when it’s created with that
goal in mind
Phil Nottingham

@philnottingham
But you don’t have to reinvent the
wheel every time
Slight adjustments in
targeting will allow you to
repurpose
Phil Nottingham

@philnottingham
Build up a library of….
• 
• 
• 
• 

Interviews
Product shots
Screencasts
General Views

Phil Nottingham

@philnottingham
Segment your content by goal

Recut and re-edit a library
of content to get there
You don’t have to do
everything at once,
but do it well.
Phil Nottingham

@philnottingham
Making better pages and
better marketing channels

Phil Nottingham

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

@philnottingham
Let business
goals drive both
the technical
& creative
Think Big
@philnottingham
Start
Small
@philnottingham
Personalise and Segment - A video strategy blueprint for 2014
Thanks.
Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham

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