Free ebook: Vidyard Video Marketing Handbook

Overview The Video Marketing Handbook is your one-stop-shop for everything from video production to optimizing and tracking your video’s performance. We’ve partnered with experts to bring you an incredible resource packed with inspiring examples and proven best practices. Making video less intimidating, we’ll walk you through: -How to introduce a storytelling culture at your company -Types of videos you’ll want to produce throughout the funnel (and their strategic purpose) -What a typical video marketing budget looks like (for in-house or outsourced assets) -Defining your video marketing goals and strategy -Using analytics to determine your success with video -Generating new leads with embedded CTAs -Using video viewing data to score and qualify leads -And much, much more!

Table Of Contents

Table of Contents 1 | VIDEO: THE STORYTELLING FORMAT TO RULE THEM ALL 4. It All Starts with Your Story 4. Using Emotions to Drive Action 8. Creating a Storytelling Culture and Infusing Humor Into Your Brand Videos (By Tim Washer) 12. Narrowcasting: Why the Riches are in the Niches 18. 8 Videos to Jump Start Your Video Collection (and Their Purpose in the Funnel) 28.Lightning Round: Best Practices on Video Storytelling 29 | PRODUCTION Producing Killer Video Content 30. In-House vs. Production House (Your Questions Answered) 35. Scrappy Video Content Marketing: What if we Didn’t try so Hard? (By Ann Handley) 39. Brand Videos on a Budget: 3 Handy Tips 42. Start With a Creative Brief 43. Lightning Round: Best Practices on Video Production 47 | STRATEGY & OPTIMIZATION Making Purposeful Video Content 49. Defining Your Video Marketing Strategy 56.Using Video for Demand Generation 63. How to Lead Score Like a Pro With Video 67. Where to Distribute Videos for Maximum Effect 72. Lightning Round: Best Practices on Video Strategy 74 | PERFORMANCE A Window into Your Performance: Video Analytics 75. The Two Components of Measuring Video Performance 86. Data Talks. Are you Listening? What Athena Software Learned With Video Engagement Data 93. View Counts Don’t Count: Setting Meaningful Video Goals 98. Lightning Round: Best Practices on Measuring Performance 100 | THAT’S A WRAP 101. Glossary of Terms 103. Creative Brief Template Video: The Storytelling Format to Rule Them All

First 3 Pages

The VideoMarketing Handbook Maximize the Impact of Your Video Marketing Table of Contents 1 | VIDEO: THE STORYTELLING FORMAT TO RULE THEM ALL 4. It All Starts with Your Story 4. Using Emotions to Drive Action 8. Creating a Storytelling Culture and Infusing Humor Into Your Brand Videos (By Tim Washer) 12. Narrowcasting: Why the Riches are in the Niches 18. 8 Videos to Jump Start Your Video Collection (and Their Purpose in the Funnel) 28.Lightning Round: Best Practices on Video Storytelling 29 | PRODUCTION Producing Killer Video Content 30. In-House vs. Production House (Your Questions Answered) 35. Scrappy Video Content Marketing: What if we Didn’t try so Hard? (By Ann Handley) 39. Brand Videos on a Budget: 3 Handy Tips 42. Start With a Creative Brief 43. Lightning Round: Best Practices on Video Production 47 | STRATEGY & OPTIMIZATION Making Purposeful Video Content 49. Defining Your Video Marketing Strategy 56.Using Video for Demand Generation 63. How to Lead Score Like a Pro With Video 67. Where to Distribute Videos for Maximum Effect 72. Lightning Round: Best Practices on Video Strategy 74 | PERFORMANCE A Window into Your Performance: Video Analytics 75. The Two Components of Measuring Video Performance 86. Data Talks. Are you Listening? What Athena Software Learned With Video Engagement Data 93. View Counts Don’t Count: Setting Meaningful Video Goals 98. Lightning Round: Best Practices on Measuring Performance 100 | THAT’S A WRAP 101. Glossary of Terms 103. Creative Brief Template Video: The Storytelling Format to Rule Them All Companies need many things to thrive: visionary leadership, a compelling offering, exceptional service, and much more. But in today’s noisy marketing landscape, what your brand really needs is a story. (Well, maybe a few stories if we’re honest).Stories make for better marketing because they elicit emotion. They can influence who we trust, play on our nostalgia, and help us make sense of complex information. A really great story can communicate the entire character of a brand in less than three minutes, and clever stories can help you become especially persuasive.The powerful influence of great storytelling is why brands are behaving like media companies. Forward-thinking companies are hiring in-house creative teams, planning editorial calendars, and churning out impressive content to educate and inspire. What’s more – it seems that the best stories are shaped by the characteristics your brand wants to become synonymous with, rather than what you sell. When you think about it, Coca-Cola doesn’t really sell soda these days so much as they pitch us their overarching values (i.e. happiness, community, and inclusion) in a heartwarming story. Whether it’s in a cute animation or a documentary style video for the World Cup, brands are presenting powerful themes we can all rally behind and share. More importantly, even B2B brands are taking this indirect approach. GE and Cisco don’t shill technology; instead they showcase why they’re passionate about the overarching theme of innovation. They tell stories that make us laugh, learn, and sometimes they even have us reaching for the tissues.But what you’ll notice is that this outstanding storytelling (the kind that gets shared and influences behavior) is more often than not in the form of an incredible video. As almost 70% of B2B marketers have discovered, video has emerged as the content format that’s most effective for both engaging and converting online audiences. 70% OF B2B-DEMAND METRIC THAN OTHER CONTENT FOR RESPONDENTS PRODUCING CLAIM VIDEO CONVERSIONS PERFORMS BETTER.