How Moz Does Video

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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com How Moz Does Video 22 ways Moz uses video to help our mission, marketing efforts, community, and our team.

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This Presentation Is Online Here: bit.ly/mozdoesvideo

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Some transparent data about the performance of videos in our marketing efforts Moz’s Video Stats

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Whiteboard Friday in 2014:

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Three Items of Note: #1 – Incredible engagement vs. average visits #2 – 500K pg. views is ~1.4% of all traffic #3 - Higher bounce & exit rates

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The Top Whiteboard WB Friday Pages in 2014 These are from Cyrus Shepard, not Rand!

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Our 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.

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Our Most Watched Videos Videos like the ones from our homepage and the Mozbar get lots of views.

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Our 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.

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Our 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.

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Our 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.

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How Video Helps Our Mission

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Moz’s Mission: Help People Do Better Marketing

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Help People Do Better Marketing > Help Moz Get Customers

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Our Video Content Is Built to Help… marketers answer specific, tactical questions

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Our Video Content Is Built to Help… support marketers in their pitches to their managers, teams, and clients

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Our Video Content Is Built to Help… marketers avoid pitfalls and dead ends

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Our Video Content Is Built to Help… introduce new voices in our industry and expose marketers to their wisdom

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Our Video Content Is Built to Help… people keep up with the rapid pace of change in the web marketing field

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Our Video Content Is Built to Help… on very rare occasion, show off our products to potential customers

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For all the content we create, we first ask: Is this helping people do better marketing? Perhaps ironically, this leads to More successful marketing overall.

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How Video Helps Our Marketing

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When we first started with Whiteboard Friday… it actually performed worse than average blog post content in text form.

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The first WB Friday, featuring horrible resolution, a handheld whiteboard, bad audio, and a mediocre presenter.

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But, we stuck with whiteboards and videos, and eventually, we got good at it. Today, video content is huge for every aspect of our marketing.

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Videos 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 ?

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Videos 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.

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Videos Help Our Visitor Loyalty: Loads of WB Friday love is in these buckets

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Videos Help Our Thought Leadership:

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Videos Help Our Social Media Efforts:

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Videos Help Our Product Demos: Video is one of the best ways we can show off the features and value of our software & tools.

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Videos Help Our Subscriber Content: Moz Academy is a video training center modeled off the success of WB Friday

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Videos 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.

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Videos Achieve Higher Engagement & Recall than Any Other Form of Content We Produce:

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How Video Helps Our Team

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We 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.

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We 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.

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We 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.

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We 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.

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This One Might Be My Favorite https://www.youtube.com/watch?v=liCu5YJYYEg

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How Video Helps Our Community

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Video Drives Conversation & Interaction at High Rates An interaction isn’t just a “comment” – it’s a chance to build a relationship and a fan.

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Video 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.

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We Work to Recognize Others in Our Videos Recognizing the work of others is a wonderfully empathetic way to earn recognition for Moz, too.

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Five of My Big Takeaways

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If someone judged performance & metrics by our first two years of videos, they’d have shut down WB Friday. #1

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Video cannot operate in a silo. Huge benefits are derived from the connection between SEO, social, video, & events. #2

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The flexibility of video to adapt and help across the company came because we invested in dedicated resources. #3

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We’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

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While we can + do measure ROI on video via analytics, much of the value is both serendipitous and largely unmeasurable – events, branding, loyalty, etc. #5

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Via Liz Climo

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Via Liz Climo Moz Peeps chasing the “viral video”

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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/mozdoesvideo