Craft Video Marketing Strategies that Deliver A Step-by-Step Guide Learn how to create and implement video strategies that entice viewers, pull in leads, give you actionable insights, and help increase your ROI with the exciting new edition of this unique guide. Video marketing expert Greg Jarboe has thoroughly updated his popular and empowering book to offer you the very latest winning techniques for video and brand channel optimization, YouTube advertising, leveraging Google Analytics, and much more. Whether you're a marketer, consultant, or small-business owner, this day-by-day, step-by-step guide is what you need to develop sound video marketing strategies, avoid common pitfalls, measure and analyze your results, and achieve success.
- Understand YouTube and other players in the video space
- Ask all the right questions when mapping out your video marketing strategy
- Produce content worth sharing and videos worth watching
- Set up a YouTube channel and select an online video provider
- Optimize your video for YouTube and major search engines
- Build some buzz for your video on other sites and blogs
- Track, measure, and analyze your video marketing results
- Discover how marketers, advertisers, creators, and partners use YouTube
You'll also find:
- Tips for creating better videos and engaging the YouTube community
- Real-world case studies that illustrate successes to learn from and mistakes to avoid
Praise for YouTube and Video Marketing: An Hour a Day, Second Edition > ? Guy Kawasaki, cofounder of Alltop. com, former chief evangelist of Apple, and author of ten books, including Enchantment: The Art of Changing Hearts, Minds, and Actions. > ? Mark Robertson, Founder and Publisher, ReelSEO > ? Bill Hunt, President, Back Azimuth Consulting, and coauthor of Search Engine Marketing, Inc. > ? Michael Miller, Author of YouTube for Business
Inhaltsverzeichnis
Foreword xv Introduction xvii
Chapter 1 A Short History of YouTube 1
Life before YouTube 2
2005-2006: Early Days 3
2007-2008: Middle Years 10
2009-2010: Coming of Age 20
Chapter 2 Map Out Your Video Marketing Strategy 27
Four Ps vs. Five Ws and an H 28
What Types of Video Content Do They Watch? 42
Where and When Do They Discover New Videos? 47
When and Where Do They Share New Videos? 49
Why Don't More New Videos Go Viral? 52
How Do YouTube and Video Marketing Work? 57
Chapter 3 Month 1: Make Videos Worth Watching 63
Happy Tree #3, 079 64
Week 1: Get Ready to Shoot 65
Week 2: Learn Video Production Basics 74
Week 3: Get Advanced Video Production Tips 83
Week 4: Evaluate Video Advertising Options 91
Chapter 4 Month 2: Create Content Worth Sharing 103
Learn the Lesson of "The Last Lecture" 104
Week 1: Watch YouTube Award Winners 107
Week 2: Explore Popular YouTube Videos 117
Week 3: Examine Contagious Viral Ads 133
Week 4: Observe Top Viral Videos 147
Chapter 5 Month 3: Customize Your YouTube Channel 163
Center vs. Circumference 164
Week 1: Set Up a YouTube Channel 165
Week 2: Become a YouTube Partner 174
Week 3: Create a YouTube Brand Channel 184
Week 4: Stream Live Content on YouTube 196
Chapter 6 Month 4: Explore YouTube Alternatives 203
The Northwest Passage 204
Week 1: Explore Other Video Sites 205
Week 2: Survey Video Hosting Services 213
Week 3: Look at Online Video Platforms 222
Week 4: Investigate Video Ad Networks 232
Chapter 7 Month 5: Optimize Video for YouTube 239
What Is Video Optimization? 240
Week 1: Research Keywords . 241
Week 2: Optimize Video Watch Pages 249
Week 3: Optimize Your Brand Channel 258
Week 4: Optimize Video for the Web 267
Chapter 8 Month 6: Engage the YouTube Community 277
Paul Revere's Ride 278
Week 1: Become a Member of the YouTube Community 281
Week 2: Learn the Secrets of YouTube Success 292
Week 3: Build Buzz Beyond YouTube 301
Week 4: Watch Online Video Case Studies 310
Chapter 9 Month 7: Trust but Verify YouTube Insight 325
The Map Room 326
Week 1: Trust YouTube Insight 328
Week 2: Verify with TubeMogul 338
Week 3: Verify with Google Analytics 348
Week 4: Master Web Analytics 2. 0 357
Chapter 10 Study YouTube Success Stories 367
The Story behind the Story 368
Deliver 700 Percent Increase in Sales: Will It Blend? 369
Win the Presidency of the United States: Barack Obama 378
Increase Sales of DVDs 23, 000 Percent: Monty Python 393
Generate $2. 1 million in Sales: PiperSport Launch 399
Chapter 11 A Quick Look at the Future 409
"It's Never the Same! It's Always Bizarre!" 410
Look at What Has Changed in the Past Year 411
Stay on Top of the Latest Trends 424
Play by the New Rules of YouTube Marketing . 435
"Hit 'em Where They Ain't" 452
Index 457
