YouTube® and Video Marketing: An Hour a Day, Second Edition

YouTube® and Video Marketing: An Hour a Day, Second Edition

by Greg Jarboe
Released November 2011
Publisher(s): Sybex
ISBN: 9780470945018

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Book description

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.

Table of contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Dear Reader,
  5. Acknowledgments
  6. About the Author
  7. Contents
  8. Foreword
  9. Introduction
    1. YouTube Has Grown Dramatically
    2. Who Should Read This Book
    3. What Is Covered in This Book
    4. How to Contact the Author
  10. Chapter 1: A Short History of YouTube
    1. Life before YouTube
    2. 2005–2006: Early Days
    3. 2007–2008: Middle Years
    4. 2009–2010: Coming of Age
  11. Chapter 2: Map Out Your Video Marketing Strategy
    1. Four Ps vs. Five Ws and an H
    2. Who Discovers and Shares New Videos?
    3. What Types of Video Content Do They Watch?
    4. Where and When Do They Discover New Videos?
    5. When and Where Do They Share New Videos?
    6. Why Don't More New Videos Go Viral?
    7. How Do YouTube and Video Marketing Work?
  12. Chapter 3: Month 1: Make Videos Worth Watching
    1. Happy Tree #3,079
    2. Week 1: Get Ready to Shoot
    3. Week 2: Learn Video Production Basics
    4. Week 3: Get Advanced Video Production Tips
    5. Week 4: Evaluate Video Advertising Options
  13. Chapter 4: Month 2: Create Content Worth Sharing
    1. Learn the Lesson of “The Last Lecture”
    2. Week 1: Watch YouTube Award Winners
    3. Week 2: Explore Popular YouTube Videos
    4. Week 3: Examine Contagious Viral Ads
    5. Week 4: Observe Top Viral Videos
  14. Chapter 5: Month 3: Customize Your YouTube Channel
    1. Center vs. Circumference
    2. Week 1: Set Up a YouTube Channel
    3. Week 2: Become a YouTube Partner
    4. Week 3: Create a YouTube Brand Channel
    5. Week 4: Stream Live Content on YouTube
  15. Chapter 6: Month 4: Explore YouTube Alternatives
    1. The Northwest Passage
    2. Week 1: Explore Other Video Sites
    3. Week 2: Survey Video Hosting Services
    4. Week 3: Look at Online Video Platforms
    5. Week 4: Investigate Video Ad Networks
  16. Chapter 7: Month 5: Optimize Video for YouTube
    1. What Is Video Optimization?
    2. Week 1: Research Keywords
    3. Week 2: Optimize Video Watch Pages
    4. Week 3: Optimize Your Brand Channel
    5. Week 4: Optimize Video for the Web
  17. Chapter 8: Month 6: Engage the YouTube Community
    1. Paul Revere's Ride
    2. Week 1: Become a Member of the YouTube Community
    3. Week 2: Learn the Secrets of YouTube Success
    4. Week 3: Build Buzz Beyond YouTube
    5. Week 4: Watch Online Video Case Studies
  18. Chapter 9: Month 7: Trust but Verify YouTube Insight
    1. The Map Room
    2. Week 1: Trust YouTube Insight
    3. Week 2: Verify with TubeMogul
    4. Week 3: Verify with Google Analytics
    5. Week 4: Master Web Analytics 2.0
  19. Chapter 10: Study YouTube Success Stories
    1. The Story behind the Story
    2. Deliver 700 Percent Increase in Sales: Will It Blend?
    3. Win the Presidency of the United States: Barack Obama
    4. Increase Sales of DVDs 23,000 Percent: Monty Python
    5. Generate $2.1 million in Sales: PiperSport Launch
  20. Chapter 11: A Quick Look at the Future
    1. “It's Never the Same! It's Always Bizarre!
    2. Look at What Has Changed in the Past Year
    3. Stay on Top of the Latest Trends
    4. Play by the New Rules of YouTube Marketing
    5. “Hit 'em Where They Ain't”
  21. Index

Product information

  • Title: YouTube® and Video Marketing: An Hour a Day, Second Edition
  • Author(s): Greg Jarboe
  • Release date: November 2011
  • Publisher(s): Sybex
  • ISBN: 9780470945018