22 ways Moz uses video to help our mission, marketing efforts, community, and our team.
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How Moz Does Video презентация
Содержание
- 1. How Moz Does Video
- 2. This Presentation Is Online Here: bit.ly/mozdoesvideo
- 3. Some transparent data about the performance of videos in our marketing efforts Moz’s Video Stats
- 4. Whiteboard Friday in 2014:
- 5. Three Items of Note: #1 – Incredible
- 6. The Top Whiteboard WB Friday Pages in 2014 These are from Cyrus Shepard, not Rand!
- 7. Our Video Projects with the Most Plays
- 8. Our Most Watched Videos Videos like the
- 9. Our Most Watched Videos Surprisingly, the most
- 10. Our Video Content Follows a Similar Pattern
- 11. Our YouTube page doesn’t do anything close
- 12. How Video Helps Our Mission
- 13. Moz’s Mission: Help People Do Better Marketing
- 14. Help People Do Better Marketing > Help Moz Get Customers
- 15. Our Video Content Is Built to Help… marketers answer specific, tactical questions
- 16. Our Video Content Is Built to Help…
- 17. Our Video Content Is Built to Help… marketers avoid pitfalls and dead ends
- 18. Our Video Content Is Built to Help…
- 19. Our Video Content Is Built to Help…
- 20. Our Video Content Is Built to Help…
- 21. For all the content we create, we
- 22. How Video Helps Our Marketing
- 23. When we first started with Whiteboard Friday…
- 24. The first WB Friday, featuring horrible resolution,
- 25. But, we stuck with whiteboards and videos,
- 26. Videos Help Our SEO: Video XML Sitemaps
- 27. Videos Help Our SEO: Text transcripts, still
- 28. Videos Help Our Visitor Loyalty: Loads of WB Friday love is in these buckets
- 29. Videos Help Our Thought Leadership:
- 30. Videos Help Our Social Media Efforts:
- 31. Videos Help Our Product Demos: Video is
- 32. Videos Help Our Subscriber Content: Moz Academy
- 33. Videos Help Build Our Personal Brands: This
- 34. Videos Achieve Higher Engagement & Recall than Any Other Form of Content We Produce:
- 35. How Video Helps Our Team
- 36. We Record Internal Events and Make Them
- 37. We Have a Special Series Called “Shared
- 38. We Create Internal Videos to Help Mozzers
- 39. We Use Video to Help Put the
- 40. This One Might Be My Favorite https://www.youtube.com/watch?v=liCu5YJYYEg
- 41. How Video Helps Our Community
- 42. Video Drives Conversation & Interaction at High
- 43. Video Helps Us Build Relationships With Guests
- 44. We Work to Recognize Others in Our
- 45. Five of My Big Takeaways
- 46. If someone judged performance & metrics by
- 47. Video cannot operate in a silo. Huge
- 48. The flexibility of video to adapt and
- 49. We’ve NEVER had a “viral video.” But
- 50. While we can + do measure ROI
- 51. Via Liz Climo
- 52. Via Liz Climo Moz Peeps chasing the “viral video”
- 53. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/mozdoesvideo
This Presentation Is Online Here: bit.ly/mozdoesvideo
Слайд 1Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
How Moz
Does Video
Слайд 3Some transparent data about the performance of videos in our marketing
efforts
Moz’s Video Stats
Слайд 5Three Items of Note:
#1 – Incredible engagement vs. average visits
#2 –
500K pg. views is ~1.4% of all traffic
#3 - Higher bounce & exit rates
Слайд 7Our Video Projects with the Most Plays
Whiteboard Friday dominates this list,
but marketing videos (those we put on home, product, & help pages) are strong, too.
Слайд 8Our Most Watched Videos
Videos like the ones from our homepage and
the Mozbar get lots of views.
Слайд 9Our Most Watched Videos
Surprisingly, the most successful WB Fridays we’ve ever
done are only 4-6X more watched than the middle of the pack.
Слайд 10Our Video Content Follows a Similar Pattern Each Time:
This pattern is
consistent for each WB Friday – a few days or weeks of traffic, followed by a long tail of ongoing traffic. SEO is huge for that tail.
Слайд 11Our YouTube page doesn’t do anything close to these quantities. We’ve
trained our audience to watch on our site, so YouTube for us is more of an alternate distribution channel & branding play.
Слайд 16Our Video Content Is Built to Help…
support marketers in their pitches
to their managers, teams, and clients
Слайд 18Our Video Content Is Built to Help…
introduce new voices in our
industry and expose marketers to their wisdom
Слайд 19Our Video Content Is Built to Help…
people keep up with the
rapid pace of change in the web marketing field
Слайд 20Our Video Content Is Built to Help…
on very rare occasion, show
off our products to potential customers
Слайд 21For all the content we create, we first ask:
Is this helping
people do better marketing?
Perhaps ironically, this leads to
More successful marketing overall.
Слайд 23When we first started with Whiteboard Friday…
it actually performed worse than
average blog post content in text form.
Слайд 24The first WB Friday, featuring horrible resolution, a handheld whiteboard, bad
audio, and a mediocre presenter.
Слайд 25But, we stuck with whiteboards and videos, and eventually, we got
good at it.
Today, video content is huge for every aspect of our marketing.
Слайд 26Videos Help Our SEO:
Video XML Sitemaps & authorship, plus lots of
links & authority mean our video content shines in search results. The fun images don’t hurt either
Слайд 27Videos Help Our SEO:
Text transcripts, still images, and lots of social
love help give videos the right mix of elements to perform highly in search results.
Слайд 31Videos Help Our Product Demos:
Video is one of the best ways
we can show off the features and value of our software & tools.
Слайд 32Videos Help Our Subscriber Content:
Moz Academy is a video training center
modeled off the success of WB Friday
Слайд 33Videos Help Build Our Personal Brands:
This leads directly (but untrackably) to
invitations to conferences, to interview requests, to press, and indirectly to links & social shares, all of which power our inbound marketing flywheel.
Слайд 36We Record Internal Events and Make Them Accessible on Our Intranet
for All Mozzers to Consume:
We held a “ship it week” (aka hackathon) and all of the presentations of projects were recorded so Mozzers could watch them.
Слайд 37We Have a Special Series Called “Shared Thunder” Where Experts Internally
Share Their Projects
Even complex, technical projects can be parsed by almost anyone at the company with a desire to learn thanks to this repository.
Слайд 38We Create Internal Videos to Help
Mozzers with Processes
These videos help new
Mozzers learn the processes we follow and make institutional knowledge more scalable and transferrable.
Слайд 39We Use Video to Help Put the “F” in TAGFEE
We’ve done
a number of videos for events like April Fools, Halloween, and others. It’s fun for our team and our readers.
Слайд 42Video Drives Conversation & Interaction at High Rates
An interaction isn’t
just a “comment” – it’s a chance to build a relationship and a fan.
Слайд 43Video Helps Us Build Relationships With Guests
For years, we’ve been privileged
to host folks from all over the world and across the marketing industry.
Слайд 44We Work to Recognize Others in Our Videos
Recognizing the work of
others is a wonderfully empathetic way to earn recognition for Moz, too.
Слайд 46If someone judged performance & metrics by our first two years
of videos, they’d have shut down WB Friday.
#1
Слайд 47Video cannot operate in a silo. Huge benefits are derived from
the connection between SEO, social, video, & events.
#2
Слайд 48The flexibility of video to adapt and help across the company
came because we invested in dedicated resources.
#3
Слайд 49We’ve NEVER had a “viral video.” But we benefit more from
video than any of the marketers/founders I’ve talked to who’ve had that “viral” hit.
#4
Слайд 50While we can + do measure ROI on video via analytics,
much of the value is both serendipitous and largely unmeasurable – events, branding, loyalty, etc.
#5
