’Tis the season for reflection, and here at Wistia, we’re all about reflecting on past marketing campaigns (and sharing good tidings). In fact, we shared marketing lessons all throughout 2018, like how to solve common marketing challenges with video and our comprehensive guide to video marketing. So, when it came time to reflect on our biggest ad campaign to date, there was no shortage of lessons to learn from.
Last year we launched One, Ten, One-Hundred, our first-ever original series. We worked with Sandwich Video to produce three video ads to promote Soapbox with a production budget of $1K, $10K and $100K. And you may also recall that I shared tons of details around the ad strategy we put in place to support $111,000 worth of Soapbox ads. Even with a well-thought out advertising strategy, there was never a time when the campaign didn’t feel experimental. Questions like “What are the right metrics to evaluate performance?” and “Which ad formats best showcase the video ad and generate conversions?” kept me up at night.
After all, this type of campaign (and advertising budget!) was a first for Wistia, so the pressure was on to produce revenue-driving results. Luckily, having co-founders who support taking risks helped me view this campaign as a learning opportunity as well, so in the spirit of sharing, here are the top five lessons learned from promoting One, Ten, One-Hundred!
As a marketer, when I need inspiration for new ad campaigns strategies, I typically turn to Google or industry newsletters. Over the years I’ve found a lot of content about testing different elements of ads, including variations of copy and images, but I rarely find content about how other marketers are testing the video creative itself.
Testing the video creative itself might seem scary because it means you may need to create multiple video ads (which can be a deal-breaker for some folks!). But while time, resources, or budget can often hold marketers back from using video more often, luckily shooting high-quality videos has never been easier thanks to iPhones, simple production gear, and affordable editing software. Regardless of the resources or budget, there are a few things to keep in mind when testing video ads.
- Keep the unique selling proposition the same: Product benefits or features being promoted in your video need to be consistent across all video variations. How the message is delivered can vary, but what you are promising to deliver with your product, solution, or service needs to stay consistent across all video ad variations.
- Make sure that the video execution is different: If you have too few similarities in your video ads, you won’t know why one performed better over the other. That means you won’t get enough data to reach statistical significance to declare a winner. The best way to move the needle and get results is to have very different video executions.
- In the ad campaign, keep variables constant: The ad copy, targeting, and media budget, all need to be the same to ensure that you have clean test data–the only variable that should be different is the video creative itself.
For example, to test the Soapbox video ads, we ran all three videos (each with their own unique production quality levels) as single video ads, and kept the ad copy, targeting, and budget the same. In the end, we were able to see which of the three video ads resonated the best with our audiences — the $10K video.
To definitively get results (and quickly) make sure that the execution of the video variations are completely different. Hold other test variables constant to ensure that the only variation is the video creative itself.
Worried about leaving the lesser performing video ad on the cutting room floor? Don’t be. Even though the $1K and $100K video ads are no longer running, we’re still sharing results from the ads in blog posts just like this. My advice? Look for opportunities to repurpose your videos in other marketing efforts. Perhaps as a social media post or a product video on your homepage. You can even upload the video into Wistia’s A/B testing tool to test on your website with customizations like thumbnails, CTAs, and video length!
With Facebook Ads Manager and Google Adwords, you can get an ad campaign up and running quickly. But, when it comes to understanding how your campaigns are performing, it’s hard to know which metrics to look at. To complicate matters further, media partners report on metrics differently and without an understanding of what these metrics mean, you could be making decisions based on the wrong data.
“Media partners report on metrics differently, and without an understanding of what these metrics mean, you could be making decisions based on the wrong data.”
I encountered this very problem when pulling together results from the Soapbox video ad campaign. I had ads running on Facebook and YouTube, and at first glance, it looked like Facebook was generating far more video engagement and at a lower cost per engaged view. But, when I took a closer look at how each partner defined the metric, it changed the reporting.
Facebook Video Play: The number of times your video starts to play. This is counted for each impression of a video, and excludes replays.
When looking at the Soapbox video ad performance in Facebook, the video plays number was huge (over 900,000 video plays!). Based on Facebook’s definition, this metric was interesting, but not exactly an accurate measure for engagement. Instead of using the Video Plays as a KPI, I used “Video watches at 25%” as a better indicator. In the case of the Soapbox video ads, it helped me understand how efficiently I could reach engaged users; having watched 25% of the video ad or 30 seconds of the 2 minute Soapbox ads.
YouTube Video View: A Video View is counted when someone watches 30 seconds of your video (or the duration, if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.
After looking at this definition and then again at the video ad performance in Adwords, it made sense that YouTube’s Video Views was only 10% of the Video Plays on Facebook — because it was an entirely different metric! I wanted to know how engaged viewers were with the video ad itself, so instead of using Video View as a KPI, I used “Video played to 25%” on YouTube instead, as it was closer to the “Video watches at 25%” on Facebook.
Don’t take the metrics at face value. Instead, spend time getting to understand how the media partners report on the metrics, and then decide which metric is the best indicator of performance.
As I mentioned before in my recent ad strategy post, it can be tempting to compare Facebook and YouTube against each other. But, each media partner serves a different purpose in the buyer’s journey, and there can (and should be) a place in your media plan that includes both. Let’s take a look at why each partner is important.
“Each media partner serves a different purpose in the buyer’s journey, and there can (and should be) a place in your media plan that includes both.”
Given that most people log into Facebook to check their newsfeed and do a quick scan of their friend’s activities, this channel can be considered somewhat passive. In fact, the average watch time of the Soapbox ads on Facebook was 8 seconds vs 25 seconds on YouTube. But even though average watch time was lower than on YouTube, the value in running paid ads on Facebook comes in the form of impressions. Each impression provides a brand touchpoint in the buyer’s journey, and the more people that interact with our brand through various mediums, the more likely they are to purchase.
Here at Wistia, we see value in every interaction or impression that someone has with our brand; whether its seeing an ad, a social media post, meeting someone, or receiving an email. Being mindful of all these interactions, and creating consistency is an important part of our marketing strategy.
YouTube also drives brand awareness, but its role in the buyer’s journey is a little different than Facebook. YouTube is a destination for users who actively seek and consume video content. So it wasn’t surprising that YouTube had a longer average watch time than Facebook. The great thing about YouTube was that it provided the opportunity for Wistia to engage with users for longer.
The surprising part was that YouTube also had a nearly 73% lower cost per install than Facebook. Until this campaign, I had already written off YouTube as a channel for only big brands, but I learned that YouTube can generate conversion volume, and efficiently! Throughout the campaign, I viewed the advertising budget as channel agnostic, which means that budgets were not locked by channel and I could freely moved dollars around based on performance. For example, it was clear early on that YouTube was the most efficient channel, so after pausing underperforming Facebook ad formats, I moved dollars to fuel the ads on YouTube.
So, all that being said, while Facebook did have a higher cost per view and cost per install than YouTube, I understood its place in a buyer’s journey and it remained a part of the campaign!
Keep an open mind about the value that each channel provides — there’s a time and place for different channels depending on your goals.
At the start of the campaign, I established a primary KPI of “Cost per Soapbox install” and a secondary KPI of “Cost per 25% watched.” For cost per install, I wanted the media to achieve a $8 CPI, which was admittedly a bit arbitrary and based on other direct-response focused campaigns we’d run. Similarly, for “Cost per 25% watched,” I referenced previous video ad campaigns to come up with a range of $0.10 – $1.00.
After three weeks, it was obvious that it was going to be an uphill battle for our Facebook ads to reach an $8 CPI. So, I lowered the cost per install goal for Facebook to $30 (it was hovering at a $40 CPI so far) and looked for the CPI to trend in that direction. YouTube had a CPI of $11, so with some optimizations, a $8 cost per install goal seemed attainable. Similarly, for our second KPI it became clear that YouTube was tracking on the lower end of the range and Facebook on the higher side. Based on that intel, I readjusted the cost per 25% watched for YouTube to be $0.40 and for Facebook to be $1.00. I started learning fast that KPIs need to reflect the strength of each unique media partner, not a one-size fits all measure.
Set different KPIs based on the media partner — KPIs should be channel specific, and not the same across the board. Metrics should be adjusted based on its role in the buyer’s journey.
From all of the positive feedback we received from the video ads and behind the scenes coverage, it was clear that people were interested in what went into creating and promoting this kind of video series. And while the $10K video was the top performing ad when evaluated against our campaign KPIs, we also found that three ads in succession gave us the opportunity to share the bigger story behind the campaign.
When evaluating all the possible ad formats, I looked for those that provided us with the ability to include more context through ad copy and additional videos, beyond just one single video ad. I found that with two Facebook ad formats; carousel video ad and sequential video ads.
- Carousel video ad: All three video ads were displayed in the carousel ad format, starting with the $1K ad.
- Sequential video ad: If a user viewed the $1K video ad, then they were served the $10K video ad, and then the $100K video ad.
Having all three ads displayed in sequence gave us the chance to share the video ads as a series. Both of these ad formats were less efficient than the single video ad when compared to our KPIs, but there were other metrics, like impressions, that indicated that the video ad formats were resonating with our audience.
“Having all three ads displayed in sequence gave us the chance to share the video ads as a series.”
The moral of the story is, you may not see immediate impact from these types of ads, but look for other metrics such as time spent with brand (which can be calculated using metrics like YouTube’s Watch Time) to give you an indication of engagement with the brand. Plus, taking a risk with a new, more unconventional ad format means you can learn fast and iterate faster.
Look for opportunities to display video as a series either as a carousel or sequential in advertising, or even as a gallery on your website. Once someone has watched one of your videos, they’re more likely to consume more content.
No matter the size of the ad or video production budget, these advertising lessons still remain true. And when it comes down to it, here at Wistia we view ad performance (whether good or bad) as feedback from our prospects or customers. This kind of feedback can help shape all parts of the business–from ad campaigns and content development, to promotional campaigns and even product updates.
Metrics aside, what really gets me most excited is the response that Wistia has received so far from the Soapbox video ads and the One, Ten, One Hundred original series. Given the positive reaction from our audience, we’re super excited to produce more content like One, Ten, One Hundred this year! Get ready for more content, and more lessons learned.
4 Ways to Make Your Wistia Channel Shine
If you’ve decided that Wistia Channels is the best place to showcase your videos on your site, then you’ll be pleased to know you’re already on the right track for building an engaging brand. When it comes to setting up your Channel for success, all it takes is a little attention to detail on your part to truly make your content shine in the eyes of your viewers.
In this post, we’ll cover exactly how you can make a beautiful, brag-worthy Wistia Channel for your business. From name-picking and color-matching to thumbnail creation and embedding, there are plenty of small tweaks you can make to your Channel to improve the overall presentation of your content. Keep reading to learn how you can leave your audience impressed and coming back for more!
Whether you’re in the pre-production stages of your business’s first branded series or you’re grouping together related content under one roof, choosing a name for your Channel is a major decision. The name you pick may ultimately influence the number of clicks, views, and video engagement you receive. When it comes to landing on the perfect name for your Channel, there are three key factors you should consider: branding, discoverability, and shareability.
“The name you pick may ultimately influence the number of clicks, views, and video engagement you receive.”
Here’s how we break these three factors down:
- Branding — the “identity” factor: The name you pick will be very public, so it needs to accurately reflect your videos and your brand.
- Discoverability — the “index” factor: The Channel name comes up in search, so you want people searching for a relevant topic to find your video content fast — and first.
- Shareability — the “click” factor: Your audience watches a lot of stuff online. A catchy name for your Channel will make it easy for people to remember. That means when it comes time to share your videos, they’ll be able to pull up your Channel and link to it instantly.
Considering these factors as you set up your Wistia Channel will help you grow your audience and brand over time. Head on over to this post to dig a little deeper into these terms and learn more tips for simplifying the process of picking a Channel name that positions your brand for success!
As we mentioned before, branding is a super important factor for naming, but it also plays a big role in how your business and your content are visually perceived. You want to leave a positive first impression, right? Luckily, with Wistia Channels you have the ability to choose a font and color scheme that aligns with your company’s existing brand, set thumbnails to match, and even upload an eye-catching header.
To customize the look of your Channel to align with your brand:
- Select “Edit” and “Banner” to add a video header (which will loop silently at the top of your Channel) or upload a static banner image
- Click “Text” to add a project title and description, and change the font to match your site. While you’re there, switch up the size to whatever you fancy as well!
- Click “Color” and use the picker to change the overall color scheme.
You can also choose between Light or Dark Mode for your Wistia Channel depending on the look and feel of your brand (and the content you have displayed). When you’re viewing a project, simply go to Edit > Color > Background to modify this setting. It’s as easy as flipping a switch!
For your banner, instead of a static image, you have the option to throw in a looping video background as we mentioned before. Want to see this feature in action? Check out how Nextiny, an inbound marketing and sales agency, uses a snazzy looping video to showcase their content and intrigue visitors on their site.
If you’re looking for a little more inspiration, you can find a few more examples of Channels we love in this post. These aesthetic changes may seem small, but they’ll ultimately lend to a more sleek-looking collection of videos for your site.
Once you’ve got some action on your Wistia Channel, don’t miss out on the opportunity to capture the contact information of the folks interested in consuming your videos. While you’re customizing your Channel, you also have the option to add an Email Collector — not just any old Email Collector, but one that comes in a few flavors. Aside from requiring viewers to enter their email in order to view your content, we have two Email Collector options you can start experimenting with today. The first option is called “Overlay on hover.” Here’s an example from Zaius to showcase what this looks like in reality:
In this scenario, an email collection form will overlay when someone hovers over your video with their mouse. Your video will keep playing while displaying several fields, including a place for folks to enter their names as well as text fields you can customize, depending on the Call to Action that makes the most sense in the given context — something like, “Enter your email address to view this video.” The second option is “Conditional,” which means each video will maintain the email collecting pre-sets you’ve already set up in your Wistia account when the content is embedded on your Channel.
Using Email Collectors is a sure-fire way to get the most out of your Wistia Channel. You can bet the people who enter their information are interested in the value you offer and will be more likely to check out future content you create. Plus, it gives you the opportunity to communicate with them more often and let them know when you’ve got a new video for them to watch!
A Wistia Channel is only as great as the sum of its parts — names, colors, fonts, banners, email collectors and more all add up to create a beautiful video collection you’re proud to share. Start engaging your audience with the videos you’ve worked so hard to create and build stronger brand affinity in the long-run. We’d love to see your next Channel out in the wild, so be sure to throw a link to it in the comments below!
7 Examples That Show the Best of Long-Form Video
Whether it’s the hottest new web series or an in-depth TED Talk, people love to watch long-form video — and businesses are catching on to the trend.
Unlike shorter, product-centeric videos, long-form content offers companies the opportunity to show their commitment to their mission and connect with viewers on a deeper, more emotional level. Longer content also enables intensive educational experiences for the viewer, whether the video covers exciting industry trends or specific approaches to tackling problems.
What does “long-form” video really mean? To put it simply, long-form videos are a type of video content that are usually longer than 5 minutes in duration.
We put together a list of long-form video series and one-off productions to showcase how companies live and breathe their values through video. Small to medium-sized businesses can use this list of branded content to get inspired when it comes to creating content for their own brands. Let’s get into it!
InVision is swinging for the fences with long-form video. On their blog, Inside Design, InVision shares videos about design trends and tips, many explaining how to use Sketch and get the most out of it. InVision’s site is filled with robust product tutorials, but these pieces focusing on larger, fundamental design principles — between two and seven minutes long — will help anyone strengthen their overall design foundation. The company has even created a full-length documentary about design thinking at IBM called “The Loop.”
InVision’s stated mission is to help users create digital content that people love, so it’s fitting that the company offers viewers new strategies and approaches for designing that go beyond merely using their own tools. The longer format allows viewers to learn the details involved in the execution of new techniques.
- Design Systems Manager Master Class: In this two-hour, 6-episode series, InVision explores how to create a design system for an entire organization, from start to finish. It taps three design experts to walk through the challenges of product design at scale.
- Design Disrupters: In this series, InVision showcases top designers at the world’s smartest companies and dives into how design has become the new language of business in the 21st century.
With the shift to long-form video, InVision shows they are true leaders in the field of design — not just a tool for designers.
On their Price Intelligently blog, ProfitWell conducts video “teardown” case studies, in which they focus on one to three company pricing pages and talk about what works and what needs improvement. Videos usually feature a lighthearted (though occasionally heated!) conversation between executives Patrick Campbell and Peter Zotto and typically are just under 10 minutes long.
ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand. Rather than focusing on their own software, ProfitWell’s teardowns appeal to aspiring entrepreneurs and startup leaders looking to discover best practices from successful companies and competitors.
“ProfitWell’s long-form videos are conversational, appealing to viewers who gravitate toward podcasts or other content that affords hosts the chance to riff on their knowledge and the topic at hand.”
The longer format of these videos enables hosts to slowly walk viewers through the pricing pages in question, ensuring that the pace of the content can fit a wide number of learning styles. There’s a healthy mix of commentary and visual aids made with original data, which shows that the company is committed to making the most of the long-form branded video format.
Mailchimp’s core focus is email marketing, but their target audience is far more broad than just those interested in sending tons of emails. Experienced business owners and aspiring entrepreneurs alike may find inspiration in the “Mailchimp Presents” video series.
Using high-quality production techniques and clever editing, the videos attach Mailchimp to buzzworthy brands and their founders who, incidentally, use email to communicate with customers. The style of the videos is closer to an independent documentary than to a typical SaaS product video, giving viewers a chance to sit back and enjoy a theatrical glimpse into creative spaces and minds.
- Hamburger Eyes: In this documentary, we get a behind-the-scenes look at a one-man photography project that evolved into a thriving community of artists based in San Francisco. Mailchimp knows its audience and stays true to its brand by focusing on a creative-centric topic that anyone with a pulse and an appreciation for photography could get behind.
- Taking Stock: A fictional video series about a young female photographer navigating the complexities of agency life, Taking Stock delves into the realities of working in the world of tech and design, giving viewers a chance to see inside the life of a creative. We learn much about the subject’s life here — what drives her, what a typical day looks like — helping the viewer associate Mailchimp with the driven professionals who make the world of entrepreneurship thrive.
Mailchimp has been a visionary brand when it comes to creative storytelling. Ever since they sponsored the first season of Serial, the company has attached itself to big ideas, and, through their own example, they’ve proved that every business can affect a wide audience if they tell a powerful story.
Intercom features videos regularly on its blog, with experts speaking on topics like support, growth, product, and design. Many of the videos are talks that the team and others have done at different conferences, which is a great way for people to see talks that they weren’t geographically capable of attending.
Intercom’s videos educate viewers on new ways to approach Intercom’s core competency — customer support and communication — in a format that encourages in-depth exploration and tutorials. Instead of merely chopping up key takeaways from the talks, long-form video enables the brand to include the overall conference context, linking together key concepts and materials.
- 5 lessons learned from growing a support team: In this conference video, Intercom’s customer support lead, Sharon Moorhouse, shares five lessons that the company has learned as it has scaled its support operations. It’s meant to engage growing companies, regardless of the industry, and appeal to audiences that may lie outside of the scope of Intercom’s typical customer profile. Sharon’s talk is engaging and packed with visual examples, making the most of the video format and capturing the energy and excitement that she brought to the conference.
Conferences are affirming experiences, where people in the same field can form new connections, get new ideas, and become excited about trends and developments. Intercom’s focus on opening up their otherwise siloed conference material gives audiences a chance to connect with the brand even if they’re far away from the talks or sessions. It shows the company living out its mission of “keeping business personal” by opening up access to the conference experience.
Patagonia makes documentary-style videos about real people doing the things they love and excel at in the outdoors. The videos are extremely high-quality, featuring breathtaking visuals and rare glimpses of some of nature’s best vistas.
Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet. It’s hard not to fall deeper in love with the earth after watching these pieces, and viewers certainly can see that the brand is about far more than just making outerwear and camping gear.
“Instead of merely focusing on their well-loved products, Patagonia’s longer-form content serves as an inspiring reminder of the brand’s central ethos — saving our planet.”
- Wolfpack: This video follows the training efforts of a group of trail runners living in isolation. Drone shots and ultra-slow-motion close-ups abound, giving the pieces a cinematic quality that is certain to move viewers on an emotional level. The family’s extreme choice to live in the wild is likely outside the desires of most of Patagonia’s customers, but their way of life can inspire viewers to think about how to better connect with planet Earth.
- Takayna: Takayana (Tarkine) is one of the last remaining old-growth rainforests in the world, yet it’s increasingly threatened by mining and other destructive activities. This video highlights the beauty and fragility of the landscape by intercutting meditative shots of flora and fauna with images of devastating excavation and logging. Patagonia is clearly living its mission here — seeking to save the planet by raising awareness about protecting one of our most precious earthly resources.
Patagonia’s mission is one of the most ambitious of any brand out there, and that’s what makes them so successful. By taking a stance on major issues and creating beautiful visual content, they’re proving to an audience why it’s cool to care about more than just clothes and gear. To change the world, Patagonia is leading by example.
Many beauty brands rely on mere testimonials to push their products. But Glossier opts to show how their products weave neatly into the lives of their customers. They have a series called “Get Ready with Me” (based on the popular)YouTube trend that follows the morning routine of influencers and creatives. The hashtag for the campaign — #GRWM — encourages customers to create their own content and further engage with the brand.
The pieces also have a casual instructional approach, giving them an educational component that goes beyond a shorter “how-to” piece. They’re showing you how to create a look rather than telling you how to do it.
- Get Ready With Me: feat. Annahstasia + Glossier: Here, an influencer’s morning routine is shown in real time. In several meditative shots, the camera lingers over Annahstasia going about her morning. It’s easy to imagine someone watching this piece they start their own day to find inspiration and calm from the emotional music and beautiful cinematography.
Glossier, known for its colorful Instagram account and vibrant pop-up stores, creates a calm atmosphere throughout their videos. They create intimacy with the way their videos are shot, and that intimacy will contribute to a long-lasting and better customer relationship than a typical advertisement or commercial.
Over the years, Airbnb has evolved beyond being just a website for booking rooms and homes, becoming a platform for finding community through unique experiences. Recently, Airbnb launched an Adventure series featuring hosts and people from all over the world. By focusing on the curated experiences offered through Airbnb’s “Adventures” programs, the brand helps establish itself as far more than a travel app.
- Six Strangers: In this 12-minute video, six strangers take an unexpected trip together. Like the other pieces in this series, the length of this video enables a more TV-like viewing experience that mirrors popular reality shows like Naked and Afraid and Survivor.
Through their long-form videos, Airbnb is expressing one of their most significant brand values: “Belong anywhere.” The Adventure series is all about breaking down barriers to find out what people have in common with each other. When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.
“When people think of Airbnb in this way, the company starts to symbolize connections between people, not just cool destinations.”
More and more brands are reaping the benefits of thinking (and acting!) like media companies. With the wealth of high-quality content vying for their attention, viewers are demanding highly engaging work from companies they encounter. Investing in rich long-form content enables brands to tap into the growing binge-watching habits of their followers while expressing the values that matter most to them and finding deeper ways to connect with customers.
Introducing “Brandwagon”—It’s like a Talk Show, but for Marketers
These days, it’s harder than ever to be successful with your marketing campaigns. From keeping up with ever-changing SEO tactics to shouldering the burden of growing advertising spend to shouting into the void that is social media, it can feel like even your most successful initiative is, well, kind of a flop.
That’s why I’m super excited to introduce you to Brandwagon, Wistia’s newest series from the team that brought you One, Ten, One Hundred. As the host of this talk show for marketers, I’m going to be chatting with business leaders who are doing things differently when it comes to marketing their businesses and building their brands. Find out how they’re seeing such success and learn what tactics they’re using to stand out in a sea of “meh” marketing.
Hop on the Brandwagon and come along for the ride each week as we uncover what’s working in the world of modern marketing. The first episode hits the road this summer, so be sure to enter your email below to stay in the loop and get notified when new episodes come out.
SEO5 days ago
Google made 3,200 changes to search in the past year
SEO7 days ago
Are your DSAs really outperforming standard ads? Find out with this ad copy length performance analysis script
SEO3 weeks ago
Google to stop supporting noindex directive in robots.txt
SEO2 weeks ago
Only 30% of SMBs would recommend their current SEO provider, survey finds
SEO3 weeks ago
Clients Who Pay More for SEO Services Report Higher Satisfaction Rates
SEO2 weeks ago
Microsoft Advertising says it’s keeping average position reporting
Video Marketing1 week ago
7 Examples That Show the Best of Long-Form Video
SEO2 weeks ago
TF-IDF: The best content optimization tool SEOs aren’t using