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Fully updated with new information, including the latest changes to YouTube! If you're a marketer, consultant, or small business owner, this is the guide you need to understand video marketing tactics, develop a strategy, implement the campaign, and measure results. You'll find extensive coverage of keyword strategies, tips on optimizing your video, distribution and promotion tactics, YouTube advertising opportunities, and crucial metrics and analysis. Avoid errors, create a dynamite campaign, and break it all down in achievable tasks with this practical, hour-a-day, do-it-yourself guide. Shows you how to successfully develop, implement, and measure a successful video marketing strategy Written in the popular An Hour a Day format, which breaks intimidating topics down to easily approachable tasks Thoroughly updated with the latest YouTube functionality, helpful new case studies, the latest marketing insights, and more Covers optimization strategies, distribution techniques, community promotion tactics, and more Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization Shows you how to optimize video for YouTube and search engine visibility Give your organization a visible, vital, video presence online with YouTube and Video Marketing: An Hour a Day, Second Edition.
Greg Jarboe is a YouTube guru and video marketing expert. He is President and cofounder of SEO-PR, an Internet marketing company that has produced award-winning results for such clients as the Christian Science Monitor, eHarlequin, MarketingSherpa, Parents magazine, SES Conference & Expo, Southwest Airlines, and the Rutgers Center for Management Development. Greg is a frequent speaker at industry trade shows and is a regular contributor to Search Engine Watch. He teaches courses in several mini-MBA programs at Rutgers and is also a member of the Market Motive faculty. Greg was a contributor to Guy Kawasaki's recent book, Enchantment: The Art of Changing Hearts, Minds, and Actions, and was profiled in Michael Miller's Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.
Table of Contents
A Short History of YouTube
Life before YouTube
2005âÇô2006: Early Days
2007âÇô2008: Middle Years
2009âÇô2010: Coming of Age
Map Out Your Video Marketing Strategy
Four Ps vs. Five Ws and an H
What Types of Video Content Do They Watch?
Where and When Do They Discover New Videos?
When and Where Do They Share New Videos?
Why DonâÇÖt More New Videos Go Viral?
How Do YouTube and Video Marketing Work?
Month 1: Make Videos Worth Watching
Happy Tree #3,079
Get Ready to Shoot
Learn Video Production Basics
Get Advanced Video Production Tips
Evaluate Video Advertising Options
Month 2: Create Content Worth Sharing
Learn the Lesson of "The Last Lecture"
Watch YouTube Award Winners
Explore Popular YouTube Videos
Examine Contagious Viral Ads
Observe Top Viral Videos
Month 3: Customize Your YouTube Channel
Center vs. Circumference
Set Up a YouTube Channel
Become a YouTube Partner
Create a YouTube Brand Channel
Stream Live Content on YouTube
Month 4: Explore YouTube Alternatives
The Northwest Passage
Explore Other Video Sites
Survey Video Hosting Services
Look at Online Video Platforms
Investigate Video Ad Networks
Month 5: Optimize Video for YouTube
What Is Video Optimization?
Optimize Video Watch Pages
Optimize Your Brand Channel
Optimize Video for the Web
Month 6: Engage the YouTube Community
Paul Revere's Ride
Become a Member of the YouTube Community
Learn the Secrets of YouTube Success
Build Buzz Beyond YouTube
Watch Online Video Case Studies
Month 7: Trust but Verify YouTube Insight
The Map Room
Trust YouTube Insight
Verify with TubeMogul
Verify with Google Analytics
Master Web Analytics 2.0
Study YouTube Success Stories
The Story behind the Story
Deliver 700 Percent Increase in Sales: Will It Blend?
Win the Presidency of the United States: Barack Obama
Increase Sales of DVDs 23,000 Percent: Monty Python
Generate $2.1 million in Sales: PiperSport Launch
A Quick Look at the Future
"It's Never the Same! It's Always Bizarre!"
Look at What Has Changed in the Past Year
Stay on Top of the Latest Trends
Play by the New Rules of YouTube Marketing
"Hit 'em Where They Ain't"
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