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Major Keys to Video Content Strategy

This document provides a summary of key strategies for effective video content marketing. It emphasizes the importance of defining goals, understanding audiences through personas, researching appropriate channels, testing concepts, and gaining buy-in from stakeholders. Specific tips include using paid media to test videos, focusing on viewer engagement over views, aligning content with the user journey, and presenting ideas through compelling business cases backed by data and stories. The overall message is that success requires a holistic content strategy rather than isolated tactics.

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MAJOR S TO VIDEO CONTENT STRATEGY Michael King (@iPullRank) Founder, iPullRank #anotherOne
DOWNLOAD THIS DECK http://bit.ly/video-keys
Video marketing is a funny thing, because everyone expects to go viral.
…but viral isn’t a real thing unless your making cat videos and memes or you have a huge media budget.
Meet My Friend Daniel Muessig.
Dan and I used to rap together. Then we got tired of being broke so he went to law school and I became a marketing guy.
Fresh out of law school, he wanted to start his own law practice, so he made a video to generate business.
IPULLRANK.COM @ IPULLRANK
IPULLRANK.COM @ IPULLRANK Only 422k Views in Two Years By any measure of “virality” this isn’t much…
At Around Only 200k views, it yielded great impact
IPULLRANK.COM @ IPULLRANK Lots of Good Coverage Dan got coverage on a lot of the places that we always wanted coverage from as rappers.
IPULLRANK.COM @ IPULLRANK It Also Led to More Coverage Dan appeared on local news shows and even got the opportunity to rhyme on some of them
Dan’s phone rang off the hook with new business and ultimately he was offered a reality TV show.
But This Is Not the Norm Dan got lucky. He did a lot of things wrong, but the content resonated so much that it was authentic experience for the right audience.
Effective video content strategy isn’t about volume, it’s about precision. MAJOR ALERT!
No Annotations in Preproduction “Content strategy is a shared set of goals, guiding principles, and success metrics that guides the creation, delivery, and governance of content across an organization.” -@halvorson
IPULLRANK.COM @ IPULLRANK IT’S NOT WHAT YOU’RE DOING WHEN YOU DO THIS Image stolen from @PhilNottingham, but really how could one steal from a pirate?
IPULLRANK.COM @ IPULLRANK Content Strategy is the to more success …And social video strategy is just channel-specific content strategy.
The goal of any social media channel is to drive qualified traffic back to your owned media property.
Don’t let production value stop you
In Fact the Top 10 YouTube Videos of All Time Are Low Quality
It definitely doesn’t stop DJ Khaled who will be helping throughout the remainder of the presentation.
MAJOR : SET A GOAL FOR YOUR VIDEO EFFORT How are we measured?
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… SET TANGIBLE GOALS
Measurement is how we show business value.
Unless You Run YouTube Shopping Ads, Videos Don’t Generate Direct Sales
Every video is essentially a commercial, but we need to go beyond views and social shares.
IPULLRANK.COM @ IPULLRANK This is Super Useful, But Engagement Ain’t Paying No Bills Wistia’s analytics are incredible for a lot of things, but they mostly measure engagement. What we want to know how is how our content ultimately yields conversions and how engagement impacts it.
IPULLRANK.COM @ IPULLRANK Aligning with the User Journey “Multichannel custom publishing.” You’ll want to develop the right KPIs to match up with the right types of videos. Top of funnel videos should be measured by awareness KPIs, whereas bottom funnel videos like how-tos and guides are more likely to lead to conversions that are closer to the business objective.
IPULLRANK.COM @ IPULLRANK Content Groupings Supports User Journey Measurement Read this: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/
We Made This for Tiny Prints with the Goal of Building Links
IPULLRANK.COM @ IPULLRANK They Wouldn’t Use an Embeddable Player So It was Difficult Don’t shoot yourself in the foot by not supporting your goals from a content strategy perspective.
Wouldn’t you love to know your videos helped drive $12.6 mm in revenue?
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… SAY YOUR VIDEOS MADE $12.6 MILLI
It definitely doesn’t stop DJ Khaled who will be helping throughout the remainder of the presentation. Follow me on the road to more success video
IPULLRANK.COM @ IPULLRANK Assisted Conversions MAJOR ALERT! Assisted conversions are how you can show the monetary impact of your video content content marketing efforts. Filter by your specific video content and setup a 90 day lookback window.
IPULLRANK.COM @ IPULLRANK Here’s Where You Find It in Google Analytics You’ll need a dollar figure associated with conversion goals on the site in order to show the money that videos helped generate.
Doing This On Your Traffic from YouTube Won’t Be Impressive
That’s yet another reason why you should self-host your videos via Wistia and drive traffic back to them with various marketing channels. MAJOR ALERT!
MAJOR : UNDERSTANDING YOUR AUDIENCE Yes, data-driven personas.
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… BUILD PERSONAS
IPULLRANK.COM @ IPULLRANK Different User Types = Different Traffic Segmentation reveals the rate at which different user types visit your site.
IPULLRANK.COM @ IPULLRANK Different User Type Yield Different Conversions Segmentation reveals how different populations convert
IPULLRANK.COM @ IPULLRANK The World’s Fastest Data-Driven Segmentation Let’s make your persona process super quick. Segment your data as you see fitRun it through social media toolsExport your mailing list
IPULLRANK.COM @ IPULLRANK STEP ONE: Get Your Mailing List Anyone working in content marketing should have a mailing list. Never underestimate the power of email.
IPULLRANK.COM @ IPULLRANK STEP TWO: Run It Through FullContact Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
IPULLRANK.COM @ IPULLRANK They Have a Spreadsheet In case you don’t have the ability to use APIs, use their spreadsheet
IPULLRANK.COM @ IPULLRANK Here’s What That Looks Like This is an example of a mailing list with data appended to it.
IPULLRANK.COM @ IPULLRANK Use DemographicsPro Upload your Twitter list for analysis. http://www.demographicspro.com
IPULLRANK.COM @ IPULLRANK Here’s What That Yields DemographicsPro generates A 20+ page report on your twitter list
IPULLRANK.COM @ IPULLRANK Upload Your Mailing List to Audience Insights https://www.facebook.com/ ads/audience_insights/
IPULLRANK.COM @ IPULLRANK Or Just Use Audience Insights Without A Mailing List With 1.5 billion people on Facebook, it’s a damn good research panel.
IPULLRANK.COM @ IPULLRANK Segment Your Data Audience insights lets you segment on demographics & psychographics
IPULLRANK.COM @ IPULLRANK For Instance, You Can Look at Facebook Users That Are Interested in YouTube
IPULLRANK.COM @ IPULLRANK Acxiom’s Personicx Segments Facebook’s tool connects to Acxiom’s data for more context
IPULLRANK.COM @ IPULLRANK Acxiom’s Personicx Segments Data http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
IPULLRANK.COM @ IPULLRANK Check Against Your Google Analytics Data Determine which user types are currently being captured vs. aspirational
IPULLRANK.COM @ IPULLRANK Build Your Personas You now have more than enough data to build out user stories, needs and identify key characteristics. You can also determine how to measure them in GA with Advanced Segments.
IPULLRANK.COM @ IPULLRANK Personas Dictate your Channel Mix What channels are you personas shown to be active in? That’s where you should consider placing your videos.
But… You can’t place links back to your site on Instagram, Vine and Snapchat posts, so using those channels may not help you meet your goals. MAJOR ALERT!
4 QUESTIONS YOU WANT THE ANSWER TO What channels are your audience active in? What have they shown interest in? Are you capturing them there? Can you capture them there?
MAJOR : UNDERSTANDING YOUR CHANNEL OPTIONS What works where?
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… KNOW CHANNELS REQUIRE SPECIAL- IZATION
PLACEMENT MATTERS No matter where you place your video, social or on your own site, it needs to be driven by channel- specific content strategy.
All videos should feature great thumbnails where possible and capture users in the first 3 seconds.
IPULLRANK.COM @ IPULLRANK Upload Natively to Facebook Videos that are uploaded directly into Facebook get more visibility and interactions than those from 3rd party platforms.
IPULLRANK.COM @ IPULLRANK Facebook - Provide Subtitles Most Facebook video is watched with the sound off.
IPULLRANK.COM @ IPULLRANK YouTube – Plan for Annotations in Preproduction YouTube allows for annotations and the placement of other interactive units. You need to account for these in pre-production, otherwise you video won’t look so great.
IPULLRANK.COM @ IPULLRANK YouTube – Upload During Peak Viewership The best days to post on YouTube are Thursday and Friday to get more viewers of your content.
IPULLRANK.COM @ IPULLRANK Wistia – Plan for Turnstile Turnstile is an incredibly awesome feature of Wistia, but you need to plan your video content so that there is an inflection point that makes Turnstile work well.
Facebook Live, Periscope, Meerkat I’d much rather you use YouTube Live and post it on your own site.
IPULLRANK.COM @ IPULLRANK Don’t Post Overpolished Content on Instagram Instagram is specifically about the authentic experience. Posting overly polished content there stands out in a bad way and gets ignored.
IPULLRANK.COM @ IPULLRANK Vine – Great for Short How-Tos Unless you want to speak at the speeds of
Snapchat For now, Snapchat is not going to support a business goal other than brand awareness.
MAJOR : KNOWING WHAT THEY WANT Yes, keyword research.
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… DO KEYWORD RESEARCH
Keyword Research allows you to validate the strength of your ideas by tapping into the collective human consciousness that is search volume.
IPULLRANK.COM @ IPULLRANK KeywordTool.io
IPULLRANK.COM @ IPULLRANK How To Queries for Google
IPULLRANK.COM @ IPULLRANK How To Queries for YouTube
IPULLRANK.COM @ IPULLRANK Adwords Keyword Planner
MAJOR : TESTING YOUR CREATIVE Yes, advertising channels
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… TEST BEFORE LAUNCH
THE REALITY OF CONTENT MARKETING No matter what, a lot of your content is not going to perform for a long time.
THEY DON’T WANT YOU TO BUILD PERSONAS MAJOR ALERT!
Bet you never thought you’d see David Ogilvy and DJ Khaled on the same slide.
IPULLRANK.COM @ IPULLRANK SEO uses PPC to Test By the same token, Organic Video can leverage Paid Media channels focused on very precise audiences to determine whether not a video is going to perform.
IPULLRANK.COM @ IPULLRANK YouTube TrueView Campaigns Test how your video performs using YouTube’s TrueView campaigns focusing on specific audience types or by using customer match with your mailing list.
IPULLRANK.COM @ IPULLRANK You Only Pay if They Watch More than 5 Seconds YouTube’s TrueView can provide metrics on how much of the video is actually consumed by the user.
IPULLRANK.COM @ IPULLRANK Facebook Video View Ads Leverage Facebook’s Video Ads to put your videos in front of highly targeted audiences for low prices and measure the engagement.
IPULLRANK.COM @ IPULLRANK StumbleUpon Paid Discovery Drive users to your landing pages based on their audience type for 10 cents a click via StumbleUpon Paid Discovery to determine if works or not.
Spend $1,000 per persona per channel. You’ll know in the first few days whether or not your content works.
MAJOR : THE PEOPLE PART OF THINGS Business Cases and Process
THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… GET BUY-IN FOR YOUR IDEAS
IPULLRANK.COM @ IPULLRANK BUILD BETTER BUSINESS CASES Your keyword research in context of your assisted conversion data through the lens of a specific persona yields a far better business case than “hey, I have this cool idea”
Establish owners and process for video content creation and launch.
IPULLRANK.COM @ IPULLRANK Governance & Workflow Your video content strategy should include a model for governance and workflow that ensures the inclusion of all the key players are onboard before you move forward. Sr. Leadership Video Team Together
Finally, you need to overcome the objections to push your video content ideas through.
IPULLRANK.COM @ IPULLRANK FAIL #1: WEAK PRESENTATION A marketer presents the creation of video via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures.