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Video: A Better
Way to Market,
a Better Way to
Work
WITH Kristine Pratt
Director of Content
SEARCH SESSIONS
Nick Liebman
Head of Content
Maja Teagle
SEO Manager
Agenda
1
2
3
4
Q&A
Introductions
5
6
The Age of Video & Effective
Video Marketing
Video Marketing Crash Course
The Secret to a 21st Century Workflow
Video Marketing & SEO
About
Used by over 30M people worldwide, Powtoon’s all-in-one
visual communication platform empowers individuals, teams,
and enterprises to transform complex and scattered
information into powerful videos and visual content with a
professional look and feel. Powtoon’s collaborative platform
makes visual communication easy to create, simple to
manage, and quick to distribute.
With hundreds of inspirational templates, branded characters,
and millions of royalty-free footage and images, easily create
videos in every style and format — animated explainers,
whiteboard tutorials, promotional videos, screen recordings,
video infographics, face-to-camera videos, and beyond!
Nick Liebman, Powtoon's Head of Content, originally hails
from Chicago, Illinois. He produces classes, workshops,
written content, and videos that help solve communication
problems. Before joining Powtoon in 2016, he ran
cleverbridge’s ecommerce blog, ranked one of the top eight
CRO blogs on the internet by Digital Marketer. He honed his
eclectic set of skills in the unlikely worlds of music, higher ed,
and non-profit community organizing. He holds a B.A. in
Music from Grinnell College, an M.M. in Music Composition
from Butler University, and has performed his and others'
music all over the world. Nick currently lives and creates with
his husband in Tel Aviv.
About Nick
“We offer affordable SEO
specifically for small to
medium-sized businesses. By
supporting these businesses, we
(and you) are supporting the
backbone of economies all around
the world.”
78,000+
Keywords On Page 1
Of Google In 2020
30,000
Full-service Customers
17
Countries
2.3 Million
Keyword Rankings
Tracked Per Month
9
Languages
86%
Of Our Customers Get On
The 1st Page Of Google
Within 6 Months
The Global Leader in SMB SEO
Gavan Thorpe,
Boostability CEO Full-Service
SEO  Reporting
Content
Writing
Website Design
& Build
Video
A better way to market; a better way to work
Nick Liebman
Head of Content
Powtoon
We’re in the age of video...
Sources: HubSpot; Wistia
Skim the headlines Multitasking People actually watching
Written Content Podcasts Video
Visitors spend 2.6x more time on pages with video
What marketers say...
Source: Wyzowl
86% of businesses
use video marketing
93% of marketers say
video is key to their
strategy
86% of marketers claim
video has increased
traffic to their website
94% of marketers say video
has helped them increase
user understanding of their
product or service
Video is now essential to the shopping
experience...
OVER HALF (55%) of
people search for
products first, then seek
out videos for more
information
The video search
“Which [product]
should I buy?” has
grown by over 200%
85% of people
would like to see
more videos from
brands in 2021
55% 200% 85%
Sources: ThinkWithGoogle 1, 2; Wyzowl
The video marketing challenge...
Video Marketing
Challenges
Turnaround Time
02
C
o
s
t
03
01
Q
u
a
l
i
t
y
Panasonic's UK marketing division was seeking a solution that would allow them to
produce high-quality video content without the costly rates and prolonged project
turnaround that are often associated with outsourcing to an agency.
“I wanted to be able to create videos quicker and cheaper than using an agency,”
“We went from creating 5 videos a year with an agency to about 5 videos a month, if
not more,” said Daniel Creasey, UK Marketing Manager at Panasonic.
From promoting whitepapers to creating product teasers and virtual event content,
Panasonic leverages its social media and sets a new standard for their industry.
See Panasonic’s case study
Video Marketing Crash Course
What kinds of videos can you use in your
marketing?
● Product videos
● Promotional videos/ads
● Social media
● YouTube
● Webinars
● Screen recording/Video messaging
Nick… What are you talking about?!
Give me something concrete!!!!
You got it… Let’s dive into the Powtoon Studio...
The 21st Century Workflow
The 21st century workflow is all about video
Instead of your next long email, stupefying spreadsheet, or marathon meeting, think about
using video and visual communication for…
● Content creation
● Edits and Feedback
● Marketing/Sales Handoff
● Reporting success
● Onboarding/training
● Offboarding/Knowledge capture
● Communication with contractors/vendors
Put video to work for your marketing & your team!
Sign up at Powtoon.com
Download the Powtoon Capture Chrome Extension
Check out Powtoon’s Template Gallery
Want more? Get 15% off any Powtoon premium plan with the code ‘Event15’
Actionable SEO Insights
Maja Teagle
SEO Manager
How to Get Your
Videos Found on
YouTube
How to Get Your Videos Found on
1. YouTube
Keyword Research
2. Publish
High-Retention
Videos
3. Optimize
Your YouTube
Video
4. Embed +
Promote Your
Videos
5. Increase
Engagement
Signals
#1 - YouTube Keyword Research
1. Look at YouTube’s autocomplete
suggestions
2. Find keywords competitors are
using
3. Reference the keywords you’re
using for traditional SEO
a. Which terms are generating a
relatively large search volume?
b. Which keywords show videos
in the SERP?
4. Optional) Use tools designed for
YouTube Keyword Research
a. KeywordTool.io
What types of keywords and
videos rank best for video?
- How-to / question-based
- Reviews
- Tutorials
#2 - Publish High-Retention Videos
Include Summary
Include a summary of
your video right at the
start so people know
what to expect.
Get to the Point
Avoid long intros and
fluff. Immediately jump
into the main
takeaways to keep
viewers engaged.
Use Open Loops
Open loops are previews
throughout the video. Keep
people engaged by dropping a
preview of what will be discussed
later in the video.
Video Length
Similar to traditional SEO, focus on
producing videos that answer
people’s questions and provide
genuine value versus how long the
video should be.
2 3
4 5
1 Say Your Keyword
Say your keyword in the
video because YouTube
automatically
transcribes it.
#3 - Optimize Your YouTube Videos
Get ⅓ more clicks + traffic by using
parentheses and brackets
Use keywords
in video title
Place keywords at the beginning of title
Video Titles
Focus on
increasing CTR
#3 - Optimize Your YouTube Videos
250 Words
Use keywords
24x
Be natural/avoid
spammy language
Promote your
social platforms
& website
Direct people to
subscribe to channel
Video Descriptions
#3 - Optimize Your YouTube Videos
Add supporting / niche tags
related to the topic
Create tags for target +
supporting keywords
Tagging Videos
Tags help viewers find
your content
Tools can show you
recommended tags for your
video topic
#4 - Embed + Promote Your Videos
#5 - Increase Engagement Signals
Likes + Comments
● Ask people specific
questions.
● Avoid generic statements
like ‘Let me know what you
think in the comments
section!’
Ask for Subscriptions
● Give people a reason to
subscribe.
● Explain to them what they’ll
be missing out if they don’t
and the value they will receive
if they do!
Engagement signals are strongly correlated with ranking higher in YouTube
Questions?
Kristine Pratt
Director of Content
Nick Liebman
Head of Content
Maja Teagle
SEO Manager
We’re here to help!
Need help with your SEO?
Reach out to us!
Visit boostability.com or call 8002611537
RSVP / Watch: boostability.com/search-sessions/

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Search Sessions - Importance of Video Marketing with Powtoon

  • 1. Video: A Better Way to Market, a Better Way to Work WITH Kristine Pratt Director of Content SEARCH SESSIONS Nick Liebman Head of Content Maja Teagle SEO Manager
  • 2. Agenda 1 2 3 4 Q&A Introductions 5 6 The Age of Video & Effective Video Marketing Video Marketing Crash Course The Secret to a 21st Century Workflow Video Marketing & SEO
  • 3. About Used by over 30M people worldwide, Powtoon’s all-in-one visual communication platform empowers individuals, teams, and enterprises to transform complex and scattered information into powerful videos and visual content with a professional look and feel. Powtoon’s collaborative platform makes visual communication easy to create, simple to manage, and quick to distribute. With hundreds of inspirational templates, branded characters, and millions of royalty-free footage and images, easily create videos in every style and format — animated explainers, whiteboard tutorials, promotional videos, screen recordings, video infographics, face-to-camera videos, and beyond!
  • 4. Nick Liebman, Powtoon's Head of Content, originally hails from Chicago, Illinois. He produces classes, workshops, written content, and videos that help solve communication problems. Before joining Powtoon in 2016, he ran cleverbridge’s ecommerce blog, ranked one of the top eight CRO blogs on the internet by Digital Marketer. He honed his eclectic set of skills in the unlikely worlds of music, higher ed, and non-profit community organizing. He holds a B.A. in Music from Grinnell College, an M.M. in Music Composition from Butler University, and has performed his and others' music all over the world. Nick currently lives and creates with his husband in Tel Aviv. About Nick
  • 5. “We offer affordable SEO specifically for small to medium-sized businesses. By supporting these businesses, we (and you) are supporting the backbone of economies all around the world.” 78,000+ Keywords On Page 1 Of Google In 2020 30,000 Full-service Customers 17 Countries 2.3 Million Keyword Rankings Tracked Per Month 9 Languages 86% Of Our Customers Get On The 1st Page Of Google Within 6 Months The Global Leader in SMB SEO Gavan Thorpe, Boostability CEO Full-Service SEO  Reporting Content Writing Website Design & Build
  • 6. Video A better way to market; a better way to work Nick Liebman Head of Content Powtoon
  • 7. We’re in the age of video... Sources: HubSpot; Wistia Skim the headlines Multitasking People actually watching Written Content Podcasts Video Visitors spend 2.6x more time on pages with video
  • 8. What marketers say... Source: Wyzowl 86% of businesses use video marketing 93% of marketers say video is key to their strategy 86% of marketers claim video has increased traffic to their website 94% of marketers say video has helped them increase user understanding of their product or service
  • 9. Video is now essential to the shopping experience... OVER HALF (55%) of people search for products first, then seek out videos for more information The video search “Which [product] should I buy?” has grown by over 200% 85% of people would like to see more videos from brands in 2021 55% 200% 85% Sources: ThinkWithGoogle 1, 2; Wyzowl
  • 10. The video marketing challenge... Video Marketing Challenges Turnaround Time 02 C o s t 03 01 Q u a l i t y
  • 11. Panasonic's UK marketing division was seeking a solution that would allow them to produce high-quality video content without the costly rates and prolonged project turnaround that are often associated with outsourcing to an agency. “I wanted to be able to create videos quicker and cheaper than using an agency,” “We went from creating 5 videos a year with an agency to about 5 videos a month, if not more,” said Daniel Creasey, UK Marketing Manager at Panasonic. From promoting whitepapers to creating product teasers and virtual event content, Panasonic leverages its social media and sets a new standard for their industry. See Panasonic’s case study
  • 13. What kinds of videos can you use in your marketing? ● Product videos ● Promotional videos/ads ● Social media ● YouTube ● Webinars ● Screen recording/Video messaging
  • 14. Nick… What are you talking about?! Give me something concrete!!!! You got it… Let’s dive into the Powtoon Studio...
  • 15. The 21st Century Workflow
  • 16. The 21st century workflow is all about video Instead of your next long email, stupefying spreadsheet, or marathon meeting, think about using video and visual communication for… ● Content creation ● Edits and Feedback ● Marketing/Sales Handoff ● Reporting success ● Onboarding/training ● Offboarding/Knowledge capture ● Communication with contractors/vendors
  • 17. Put video to work for your marketing & your team! Sign up at Powtoon.com Download the Powtoon Capture Chrome Extension Check out Powtoon’s Template Gallery Want more? Get 15% off any Powtoon premium plan with the code ‘Event15’
  • 18. Actionable SEO Insights Maja Teagle SEO Manager How to Get Your Videos Found on YouTube
  • 19. How to Get Your Videos Found on 1. YouTube Keyword Research 2. Publish High-Retention Videos 3. Optimize Your YouTube Video 4. Embed + Promote Your Videos 5. Increase Engagement Signals
  • 20. #1 - YouTube Keyword Research 1. Look at YouTube’s autocomplete suggestions 2. Find keywords competitors are using 3. Reference the keywords you’re using for traditional SEO a. Which terms are generating a relatively large search volume? b. Which keywords show videos in the SERP? 4. Optional) Use tools designed for YouTube Keyword Research a. KeywordTool.io What types of keywords and videos rank best for video? - How-to / question-based - Reviews - Tutorials
  • 21. #2 - Publish High-Retention Videos Include Summary Include a summary of your video right at the start so people know what to expect. Get to the Point Avoid long intros and fluff. Immediately jump into the main takeaways to keep viewers engaged. Use Open Loops Open loops are previews throughout the video. Keep people engaged by dropping a preview of what will be discussed later in the video. Video Length Similar to traditional SEO, focus on producing videos that answer people’s questions and provide genuine value versus how long the video should be. 2 3 4 5 1 Say Your Keyword Say your keyword in the video because YouTube automatically transcribes it.
  • 22. #3 - Optimize Your YouTube Videos Get ⅓ more clicks + traffic by using parentheses and brackets Use keywords in video title Place keywords at the beginning of title Video Titles Focus on increasing CTR
  • 23. #3 - Optimize Your YouTube Videos 250 Words Use keywords 24x Be natural/avoid spammy language Promote your social platforms & website Direct people to subscribe to channel Video Descriptions
  • 24. #3 - Optimize Your YouTube Videos Add supporting / niche tags related to the topic Create tags for target + supporting keywords Tagging Videos Tags help viewers find your content Tools can show you recommended tags for your video topic
  • 25. #4 - Embed + Promote Your Videos
  • 26. #5 - Increase Engagement Signals Likes + Comments ● Ask people specific questions. ● Avoid generic statements like ‘Let me know what you think in the comments section!’ Ask for Subscriptions ● Give people a reason to subscribe. ● Explain to them what they’ll be missing out if they don’t and the value they will receive if they do! Engagement signals are strongly correlated with ranking higher in YouTube
  • 27. Questions? Kristine Pratt Director of Content Nick Liebman Head of Content Maja Teagle SEO Manager We’re here to help!
  • 28. Need help with your SEO? Reach out to us! Visit boostability.com or call 8002611537 RSVP / Watch: boostability.com/search-sessions/