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Video Marketing Strategy

Video Marketing Strategy

Harness the Power of Online Video to Drive Brand Growth

Jon Mowat


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.

Available to pre-order from 3rd December 2017
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About the book

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.

Written by an award-winning video marketer with decades of experience, Video Marketing Strategy gives readers the magic formula to create engaging, effective content. Truly global in scope, it features case studies from around the world, and shows how marketers from all sectors and industries have used video campaigns successfully. Featuring insights from prominent industry practitioners Video Marketing Strategy is jam-packed with guidance on how to make videos that cut through the market place and deliver measurable results.

Table Of Contents

  • Section - ONE: An Introduction to Video Marketing, Its Impact and Opportunity;
    • Chapter - 01: What Is Video Marketing?;
    • Chapter - 02: Why Video Marketing Works;
    • Chapter - 03: Video Types - Outlines and Benefits;
    • Chapter - 04: How To Stand Out in the Content Soup;
  • Section - TWO: How To Make Great Video Content;
    • Chapter - 05: The Magic Formula for Video Marketing;
    • Chapter - 06: Applying the Magic Formula;
  • Section - THREE: Video Marketing - The Nuts and Bolts;
    • Chapter - 07: Developing Video Marketing Ideas;
    • Chapter - 08: Making Your Video Marketing Ideas A Reality;
    • Chapter - 09: Outsourcing For Success;
    • Chapter - 10: Fail - What Not To Do;
    • Chapter - 11: Linking Videos To Sales;
    • Chapter - 12: New Technologies - Virtual Reality, 360 and Interactive;
    • Chapter - 13: So The Video Is Out There... Now What?;
    • Chapter - 14: Vloggers and Your Brand;
    • Chapter - 15: But Is It Working? Measuring ROI;
  • Section - FOUR: Moving Beyond Single Films To Content Hubs;
    • Chapter - 16: Amplify Results With A Rich Content Hub;
    • Chapter - 17: Social Video Platforms;
    • Chapter - 18: Short Form Video - Vines and More;
    • Chapter - 19: Live Video - Periscope, Tenpole Marketing, Facebook Live and More;
  • Section - FIVE: Conclusions

Book Details

  • EAN: 9780749481599
  • Edition: 1
  • Published: 3rd March 2018
  • Paperback
  • Format: 234x156
  • 272 pages

About the Author

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. He has been published in a range of marketing publications including Adweek, Brandwatch, CIM, Smart Insights and Social Media Today.

Jon Mowat