Description
Book SynopsisJon Mowat is the founder and MD of Hurricane, an award-winning video marketing agency which has worked with organizations including BMW, Axa, Costa Coffee and UN Environment. With decades of experience in the industry, he previously produced documentaries for the BBC, and now turns his expertise to create video content to meet clients' business objectives. Based in Bristol, UK, he is a regular international conference speaker and has been published in a wide range of marketing publications including Adweek, Brandwatch, CIM, Smart Insights and Social Media Today.
Trade Review"If you are launching a video marketing campaign for the first time this is your go to guide or if you already using video in your marketing, this will give you some new ideas. In short, this is the only book you will need to make your video marketing better." * Skip Fidura, CMO, Keynote Speaker and Event Consultant *
"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 *
"This is the perfect guide to creating valuable video content for your business, campaign or organization. This will be a well-thumbed resource for any marketer or content creator." * Sonja Nisson, co-author of Valuable Content Marketing *
Table of Contents
- Section - ONE: Video marketing strategy - An introduction;
- Chapter - 01: What is video marketing?;
- Chapter - 02: Why video marketing works;
- Chapter - 03: Understand your audience;
- Chapter - 04: Video types and platforms;
- Section - TWO: Creating great videos;
- Chapter - 05: The basics of video marketing;
- Chapter - 06: Planning effective video campaigns;
- Chapter - 07: Storytelling and creative that changes behaviour;
- Chapter - 08: Activation, measurement and testing;
- Chapter - 09: Buying media space on ad networks and social media;
- Chapter - 10: The dark underbelly of video advertising - How to avoid losing money;
- Section - THREE: DIY video projects;
- Chapter - 11: Filming and editing;
- Chapter - 12: Filming on a smartphone and DSLRs;
- Section - FOUR: Creating effective video campaigns;
- Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals;
- Chapter - 14: Step 3 - Content planning and programming strategy;
- Chapter - 15: Step 4 - Building the perfect content hub;
- Chapter - 16: Step 5 - Creating high-volume video content - And making it easy;
- Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)
