Major Keys to Video Content Strategy

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
Only 422k Views in
Two Years
By any measure of
“virality” this isn’t
much…

At Around Only 200k views, it yielded great impact

Lots of Good Coverage
Dan got coverage on a lot of the places that we always wanted coverage from as rappers.

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.

Major Keys to Video Content Strategy

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

IT’S NOT WHAT YOU’RE DOING WHEN YOU DO THIS
Image stolen from @PhilNottingham, but really how could one steal from a pirate?

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.

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.

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.

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

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…
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

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.

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

Different User Types = Different Traffic
Segmentation reveals the rate at which different user types visit your site.

Different User Type Yield Different Conversions
Segmentation reveals how different populations convert

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

STEP ONE: Get Your Mailing List
Anyone working in content marketing should have a mailing list. Never underestimate the power of
email.

STEP TWO: Run It Through FullContact
Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com

They Have a Spreadsheet
In case you don’t have the ability to use APIs, use their spreadsheet

Here’s What That Looks Like
This is an example of a mailing list with data appended to it.

Use DemographicsPro
Upload your Twitter list for analysis. http://www.demographicspro.com

Here’s What That Yields
DemographicsPro generates A 20+ page report on your twitter list

Upload Your Mailing List
to Audience Insights
https://www.facebook.com/
ads/audience_insights/

Or Just Use Audience Insights Without A Mailing List
With 1.5 billion people on Facebook, it’s a damn good research panel.

Segment Your Data
Audience insights lets you segment on demographics & psychographics

For Instance, You Can Look at Facebook Users That Are
Interested in YouTube

Acxiom’s Personicx Segments
Facebook’s tool connects to Acxiom’s data for more context

Acxiom’s Personicx Segments Data
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf

Check Against Your Google Analytics Data
Determine which user types are currently being captured vs. aspirational

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.

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… 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.

Upload Natively to Facebook
Videos that are uploaded directly into Facebook get more visibility and interactions than those from 3rd party
platforms.

Facebook - Provide
Subtitles
Most Facebook video is watched with the sound off.

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.

YouTube – Upload During Peak Viewership
The best days to post on YouTube are Thursday and Friday to get more viewers of your content.

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.

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.

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… 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.

KeywordTool.io

How To Queries for Google

How To Queries for YouTube

Adwords Keyword Planner

MAJOR :
TESTING YOUR CREATIVE
Yes, advertising channels

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.

MAJOR ALERT!

Bet you never thought you’d
see David Ogilvy and DJ
Khaled on the same slide.

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.

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.

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.

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.

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… GET BUY-IN
FOR YOUR
IDEAS

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.

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.

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.

RESOLUTION #1:
PRESENT A DECK IN-
PERSON
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.

FAIL #2: LEAVING OUT
KEY STAKEHOLDERS
A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss
stakeholders review it.

RESOLUTION #2:
INVITE THEM ALL
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.

FAIL #3: NOT
SHOWING THE VALUE
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
beneficial as “bombarding people with 100k email communications.”

RESOLUTION #3:
BETTER
MEASUREMENT
PLANNING
Build your measurement around the business objectives and things that actually show the positive affects of revenue.

FAIL #4: RELYING ON
TOO MUCH DATA
A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.

RESOLUTION #4: LET
THE STORY DO THE
WORK
Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.

MAJOR :
THE PATHWAY TO SUCCESS
Putting it all together

Be authentic for your audience.

…
DON’T JUST
MAKE ONE
VIDEO..
MAKE
ANOTHER
ONE

ChannelAudience Research Testing Launch The Pathway to
Video Success
Buy-in

THANK YOU
MICHAEL KING
FOUNDER &
MANAGING DIRECTOR
IPULLRANK
mike@ipullrank.com
http://ipullrank.com
* Shoutout to Steve Floyd at AXZM who gave a
DJ Khaled themed presentation on WordPress Speed
http://www.slideshare.net/axzm/major-keys-to-wordpress-speed

Major Keys to Video Content Strategy

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