Video Marketing Create Engaging Video Campaigns to Drive Brand Growth and Sales 2nd Edition by Jon Mowat ISBN 9781398601161 1398601160

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Product details:

ISBN 10: 1398601160
ISBN 13: 9781398601161
Author: Jon Mowat

Video Marketing Create Engaging Video Campaigns to Drive Brand Growth and Sales 2nd Edition Table of contents:

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

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