Phil Nottingham will be speaking on Video at the Engage Conference, which will take place March 9, 2017 in Portland. For more information, or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
Phil Nottingham is a strategist who believes in the power of creative video content to improve the way companies speak to their customers, and regularly speaks around the world about video strategy, SEO and technical marketing. He has consulted on video strategy for some of the biggest and smallest brands in the world including Red Bull, The Financial Times, Tesco, Coca-cola, Simply Business, Travelex and Thoughtworks; and currently works as the in-house strategy expert for the video software platform, Wistia. Phil trained in theatre practice at the Central School of Speech and Drama in London and in his spare time works as a fight performer for theatre and Film.
2) What metrics do you use to determine whether a video is “successful” for its intended goals?
Entirely depends on the intended goals – but the framework I use is having a qualitative assessment and then one efficiacy and one efficiency metric per video. So, if it’s a product video designed to improve conversion, I’d run it by a bunch of potential customers initially to see if it positively resonates (qualitative), and then look at page level conversions as the efficacy metric and page level conversion rate as the efficiency metric. If it’s a video on social media, the qualitative response is based on sentiment of reactions, and then number of shares becomes efficacy metric while share rate becomes the efficiency.
3) What advice would you give content creators as video consumption becomes a much more mobile / less desktop endeavor?
Bear in mind that the majority of mobile videos happen in silent, so your video needs to work without sound, as well as with it.