Online Video Best Practice Guide

Overview

The Online Video Best Practice Guide is aimed at marketers and content owners who are using video as a tool for marketing and sales. The 59-page guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques. The report is full of real, practical examples of organizations already using online video to help you anticipate what will be relevant for your brand. 

About this report 

The Online Video Best Practice Guide enables marketing managers, content owners and digital marketers to understand the opportunities and challenges presented by the world of online video content. Video has exploded in the last five years, and it's clearly not going anywhere. In fact, it is already an essential and expected part of the user experience and is a powerful way to reach new audiences. 

The 59-page guide covers everything you need to know about this space, covering both the creative and technical aspects of online video. The comprehensive report includes sections on how to define your strategy, the benefits of online video, and how to measure and benchmark success. The guide includes commentary from leading industry experts, and is full of real-life examples of brands already using online video for marketing. 

Contributing authors

Contributers to the report include: 

• Chris Gorell Barnes, Founder and CEO of Adjust Your Set
• Will Grant, Creator at Buto
• Mike Johnston, Executive Producer at Boss Creative
• Lee Kemp, Managing Director at Fullrange
• Bismarck Lepe, Founder of Ooyala
• Stuart Maister, Managing Director, BroadView Communications
• Manley, SEO Director at LBi
• Joe Pélissier, Marketing Consultant and Producer
• Sarah Wood, COO at Unruly Media

Table of contents

1. Introduction
2. About Econsultancy
   1. About the author
3. Introduction: Online Video Strategy
   1. Why now?
   2. Where online video fits in
   3. Content is King
   4. Key factors to consider
   5. How this guide is structured
4. Why Video Works: Strategic Benefits
   1. Exposure
   2. Delivering information in a different way
   3. Increase sales conversions
   4. Reduce abandonment and increase dwell-time
   5. Brand engagement
5. Your Strategy
   1. Strategy setting tool
      1. Defining your audience
      2. Setting business objectives
      3. Choosing your team
      4. Why strategy is important
6. Online Video Essentials
   1. How video works on websites
   2. Video formats
      1. Flash video
      2. HTML
   3. Online video platforms
      1. Choosing your OVP
      2. YouTube and Vimeo
   4. Digital rights management (DRM) & video security
      1. RTMP
      2. DRM
      3. IP Security
   5. Social sharing
      1. Comments
      2. Ratings
      3. Content re-posting
      4. Viral video
7. Getting an Audience
   1. Existing customers and channels
   2. Email distribution
   3. Seeding content
      1. Top 5 UK content destinations
   4. Pre-roll and advertising
      1. Top UK online video ad properties
   5. Video search engine optimisation (SEO)
      1. Video SEO tool
8. Measurement
   1. What you can measure
   2. Interpreting video analytics
   3. Integrating video metrics into other tools
   4. Informing other marketing channels
      1. Following the conversation
   5. A/B and multivariate testing (MVT)
   6. Improving performance
9. Producing Content
   1. Writing briefs
      1. Video brief setting tool
   2. Selecting a supplier
   3. Top tips for picking the perfect partner
   4. What to expect
   5. Producing in-house
   6. Choosing equipment
   7. Basic production techniques
   8. Planning and execution
   9. User-generated content
10. Legislation
    1. Accessibility controls
    2. Other benefits of compliance
11. The Future of Online Video
    1. Trends
    2. Monetisation
    3. Mobile video and Connected TV
    4. In conclusion
12. Glossary
13. Appendices
    1. Industry Experts’ Biographies
       1. Chris Gorell Barnes
       2. Will Grant
       3. Mike Johnston
       4. Lee Kemp
       5. Bismarck Lepe
       6. Stuart Maister
       7. Manley
       8. Joe Pélissier
       9. Sarah Wood
    2. Further and continued reading
       1. Sites
       2. Charts

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