Harness the power of video and create effective video marketing campaigns that will raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets, with this invaluable guide to creating engaging content. Written by the experienced and award-winning video marketer, Jon Mowat. Video is the single most effective tool that marketers can use to cut through the noise and deliver measurable results. Driven by consumer demand and with the backing of the largest social media platforms, our world is becoming 'video first'. Video Marketing Strategy allows marketers to harness the power of video, with an in-depth look at the world's most powerful medium and how it can radically magnify a brand's voice by creating a level of emotional engagement that can't be achieved any other way. Exploring both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?), this book looks at how multiple videos can form wider campaigns, while exploring content hubs, activation strategies and testing. Filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan, plus insights from prominent industry practitioners and case studies from around the world, across sectors and industries, this book offers readers the magic formula for using video campaigns successfully.
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Learn the secret formula to the single most influential tool for increasing website visits and stickiness: video marketing, and how to incorporate it within a wider marketing strategy.
Section - ONE: Video Marketing Strategy: An IntroductionChapter - 01: What Is Video Marketing?;Chapter - 02: The Growth of Video Marketing;Chapter - 03: Why Video Marketing Works;Chapter - 04: Video Types and Approaches;Chapter - 05: Which Online Video Platforms (OVP) Should Brands Use?Chapter - 06: Conclusion to Section 1;Section - TWO: Creating Great VideosChapter - 07: Creating Great Videos: An Introduction;Chapter - 08: The Basics of Video Marketing;Chapter - 09: The Magic Formula for Great Video: An Introduction;Chapter - 10: The Magic Formula: Planning Effective Video Campaigns;Chapter - 11: The Magic Formula: Storytelling and Creative That Changes Behaviour;Chapter - 12: The Magic Formula: Activation, Measurement and Testing;Chapter - 13: The Dark Underbelly of Video Advertising: How To Avoid Losing Money;Section - THREE: DIY Video ProjectsChapter - 14: DIY Video: An Introduction;Chapter - 15: DIY Video: Filming On A Smartphone;Chapter - 16: DIY Video: Filming On DSLRs;Chapter - 17: DIY Video: Advanced Filming Tips;Chapter - 18: DIY Video: Editing;Section - FOUR: Creating Effective Video CampaignsChapter - 19: Multi-Video Campaigns: An Introduction;Chapter - 20: Steps 1 and 2: Where Your Brand Content Is Now and Setting Goals;Chapter - 21: Step 3: Content Planning and Programming Strategy;Chapter - 22: Step 4: Building the Perfect Content Hub;Chapter - 23: Step 5: Creating High-Volume Video Content - and Making It Easy;Chapter - 24: Step 6: Multi-Video Campaign Activation and Testing (How To Grow ROI);Chapter - 25: Adding Live Video To Your Campaign;Chapter - 26: Multi-Video Campaigns: A Summary;
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"An exceptionally comprehensive study of the power and necessity of a varied content strategy with video at its core." * Ben Wiggins, Brand & Communications Manager, Infiniti Motor Company *"A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended." * Daniel Rowles, CEO, TargetInternet.com *"No industry is having to change and adapt faster than advertising, as technology and culture are drastically changing the way that people connect with brands. An essential read for anyone in the content marketing space." * Henry Stuart, CEO and Cofounder at Visualise *
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Produktdetaljer

ISBN
9780749481599
Publisert
2018-03-03
Utgiver
Vendor
Kogan Page Ltd
Vekt
470 gr
Høyde
234 mm
Bredde
156 mm
Dybde
16 mm
Aldersnivå
05, 06, U, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
304

Forfatter

Biographical note

Jon Mowat is an award winning content creator and video strategy expert. Since 2005 he has been Managing Director at Hurricane Media, the UK's foremost video marketing agency, and previously spent 15 years at the BBC as producer and director on documentaries screened internationally on BBC 1, BBC2, Channel 4 and Discovery. He has won numerous industry awards, including three from the Royal Television Society.