Section - ONE: Video Marketing Strategy: An Introduction Chapter - 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 Videos Chapter - 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 Projects Chapter - 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 Campaigns Chapter - 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
Video is the single most effective tool that marketers have to raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets. 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 and create effective video campaigns. This in-depth look at the world's most powerful medium helps brands to radically magnify their voice by tapping into a level of emotional engagement that can't be achieved any other way. The book explores both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?). It looks at how multiple videos form wider campaigns and covers content hubs, activation strategies and testing. It is filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan.