Course Programme
Strategic overview
• Online video – content is king
• Moving from corporate video to ‘viral’ films and brand entertainment
• Defining your goals, metrics and budgets
• Online video strategies
Online video essentials
• How video works on websites
• Key differences in audiences
• Social sharing, comments and reviews
• Choosing between web video platforms
• Getting an audience
• What can you measure?
Online video for sales / conversions
• Product / campaign response videos
• Creating calls-to-action in video
• Video in email campaigns
• Offering video at the right stage
Online video for brand engagement
• Brand entertainment
• Giving your audience what they want
• Getting your brand the exposure it needs
• Pre-roll
• Maximising the benefits of social sharing
• User-generated content
• Seeding
Briefing and working with video production companies
• Why go out-of-house
• What you’re buying
• How to brief, shortlist and choose
• What to expect
Campaign measurement and making on-going improvements
• Understanding conversion and performance metrics
• Improving content with duration monitoring
• Tracking click-throughs
• Reducing abandonment and bounce rates
• Analysing video’s position in the user-journey
The future of online video
• Professional content vs. user-generated content
• Continued growth
• Technological developments
• Changes in length and type of content
• Audience expectations
• The balance between corporate and entertainment
Benefits
Following this training course, you will understand how to:
• Plan an effective online video project
• Make the right decisions about your audience and how to reach them
• Stay within the legislation when publishing video to the web
• Create genuine engagement and attribute direct bottom-line benefits
• Interpret campaign metrics and make continuous improvements
• Pick the right partner for content production
• Create your own web video using a few simple tips and low-cost equipment
• Plan for future developments and innovations in online video
Audience
This course is a non-technical online video course aimed at delegates who need to enhance or update their knowledge of online video strategy and the technical and practical considerations that matter. The course typically attracts marketing professionals, e-commerce managers or online content managers – agency or client-side.