Video Marketing: Create Engaging Video Campaigns to Drive Brand Growth and Sales

Cover
Contents
List of figures
List of tables
About the author
Preface
Acknowledgements
Section One Video marketing strategy: an introduction
	01 What is video marketing?
		The content soup
		Video marketing: a definition
		How to get the most from this book
		References
	02 Why video marketing works
		1 Moving image
		2 Touch and hold: personal self and the endowment effect
		3 Audience targeting
		4 Emotional storytelling: the two-system mind
		The two-system mind
		Summary
		References
		Further reading
	03 Video types and approaches
		Thinking like a publisher
		‘Always-on’ marketing
		Getting attention with Hero content
		Growing engagement with Hub content
		Building an audience with Help content
		Driving conversions with Go! content
		Summary
		References
	04 Video platforms: what you need to know
		Fluid vs fixed
		Short-form vs multi-form
		Social platforms vs video marketing platforms
		Owned platforms
		Social platforms
		Short-form video
		Linear vs interactive
		Summary
		References
SECTION TWO Creating great videos
	05 The basics of video marketing
		iKamper: A case study of video marketing
		Summary
		Reference
	06 Step 1: planning
		1 What are your campaign objectives?
		2 Who are you talking to?
		3 When are you talking to viewers?
		4 Where is your audience?
		5 What are you saying?
		6 How will you activate?
		7 What are your campaign KPIs and metrics?
		Benchmarking the success of your video
		Summary
		References
	07 Step 2: production
		Visual storytelling/getting better creative
		Differentiation vs distinctiveness
		Helping your external agency deliver more creative content
		Evaluating creativity
		Creative storytelling
		A structure for brand films: Emotion, Fact, Action!
		Three-act structure: an alternative to EFA!
		The nitty gritty of video production
		Summary
		References
		Further reading
	08 Step 3: activation
		Stop! Optimize
		Media types: owned, paid, earned and viral
		Buying your own social media ad space
		Summary
		References
		Further reading
	09 The dark underbelly of video advertising: how to avoid losing money
		Poor viewability
		Brand safety
		Fake views
		Ad fraud
		References
		Further reading
Section Three DIY video projects
	10 DIY video production: so, it’s up to you now?
		What camera, and using a smart phone
		Sound recording on your phone
		Apps for smart phones
		Shed some light on the matter
		Practical skills: a mnemonic for success
		Co: colour
		F: focus
		F: framing
		E: exposure
		S: sound
	11 DIY video: advanced tips
		Production tips
		Editorial tips
		Technical tips
	12 DIY video: editing your work
		Extra tips on editing
Section Four Creating effective video campaigns
	13 Multi-video campaigns: an introduction
		Thinking like a publisher
		One video platform is not enough: the need for a multi-platform approach
		Six steps to an effective video campaign: an introduction
		Reference
	14 Steps 1 and 2: reviewing brand content and setting goals
		Where are you now? Video content audits
		Setting goals
		References
	15 Step 3: content planning and programming strategy
		The content tree
		Programming
		Timings: what time of day is best?
		References
	16 Step 4: building the perfect content hub
		Interactivity on video content hubs
		Structuring and optimizing your video content hub
	17 Step 5: create high-volume video content – easily
		Do you need it, and when do you need it?
		Building your internal team
		Outsourcing your video and strategy
		Summary
		References
	18 Step 6: activate your multi-video campaign and test
		Pre-launch prep
		Launch day
		Post-launch: the four Rs – review, renew, refresh, reiterate
		Activation key points
		Section Four summary
		References
	19 Live video: online events and webinars
		Live video formats
		Webinars
		Building an audience for your live video output
		Moderating live content
		Live-streamed video examples
		Summary
		References
Index