Phil Nottingham's Posts



An Open Letter to YouTube

Dear YouTube,

I’d like to spend more money with you. A lot more money. My clients are spending significant amounts on TV advertising, which is becoming increasingly expensive and the value is hard to quantify.  

AdWords has been a revelation for our digital media spend. Where once we were stuck to buying bespoke packages based on estimated impressions, real time bidding has allowed for a more efficient, targeted use of spend that means we can get our content in front of the right people at the right time. Alongside AdWords, Google Analytics has allowed us to track the performance and value of our adspend alongside our referring traffic from links, social media and organic search, meaning we can better understand our customer conversion funnels; and thereby create better ads which more directly serve user intent - meaning our money goes further and your users have a better advertising experience.

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Metrics to Measure YouTube Marketing

Most marketers don’t know how to quantify the success of YouTube marketing campaigns.

Part of this is down to the (currently sub-par) quality of YouTube analytics data, but a wider problem is that businesses often fail to set KPIs before beginning the process of creating and promoting content on YouTube.

One of the main reasons why KPIs don’t get set is that, as Avinash Kaushik aptly put in a post early this month, most companies don’t understand how to think about YouTube, and therefore fail to tie YouTube marketing campaigns to tangible business goals.

When you don’t have a goal, you can’t measure success.

“Going viral” isn’t a business goal, neither is having a million video views. Views and virality are simply a means to an end, namely the right kind of exposure to the right kind of people.

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Using Wistia’s customisable embed settings to build links with your video content

Yesterday, our friends at Wistia launched a small, but significant new feature which helps to ensure you’re able to get link attribution any time someone chooses to embed one of your videos on their site.

The new functionality, termed “Video Backlinks”, is a minor augmentation to the recently launched “customise” framework which allows you to adjust the settings of an existing embedded video embed on the fly, directly through the Wistia interface, rather than forcing you to manually fiddle with embed codes. The feature ensures that whenever someone decides to embed one of your videos on their site, the embed code they receive in the button provided by the Wistia player will automatically include a link back to the original instance of the video on your site.

Why does it matter?

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Redefining “Unique Content”

During the “Ultimate Q&A” session at MozCon 2013 last month, I was asked the following question:

“I work for an enterprise level ecommerce company. I’m looking to scale unique content. What are some of the top strategies you would recommend?”

This is a great question and one that I’m sure many marketers have had to contend with and ponder on a regular basis.  My answer was something along the following lines:

“To do anything effectively at scale, you need at least two of the following: time, money and talent. Assuming you’ve got those, there are a few hacks which will allow you scale things effectively. For example, if you’re creating a load of product videos, you can transcribe those videos and use the transcription text as additional page copy. Reviews and ratings are an obvious way to use UCG to increase unique page copy and if you have a desirable, aesthetically pleasing product, such as furniture or clothing, you can seek user submitted images of the products being worn/displayed.

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Creating Video Sitemaps for each Video Hosting Platform

The TL:DR of getting pages indexed with a video rich snippet is “submit a video XML sitemap”. Unfortunately, this advice is not much use for the majority of users, who host their content with external providers or social video platforms and are then forced to work out whether or not their hosting service does this for them, and if not, how they should create and structure a video sitemap for their specific circumstances. To help simplify the whole process, I have created this post as a reference guide for those who have video on their site and want an answer to the “how do i get video snippets?” question without having to do the additional work.

Below is a glossary of the simplest and most reliable (but not the only) ways to get rich snippets for each of the major hosting platforms, which I will keep updated as a reference guide with the most up to date information I have.

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