| Introduction |
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1 | (1) |
| About This Book |
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1 | (1) |
| Foolish Assumptions |
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2 | (1) |
| Icons Used in This Book |
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3 | (1) |
| Beyond the Book |
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3 | (1) |
| Where to Go from Here |
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4 | (1) |
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PART 1 GETTING STARTED WITH YOUTUBE MARKETING |
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5 | (52) |
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Chapter 1 YouTube in the Marketing Mix |
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7 | (10) |
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YouTube Is Important for Marketers |
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7 | (3) |
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YouTube is big and growing fast.' |
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8 | (1) |
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The benefits of YouTube's big data |
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8 | (1) |
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YouTube's place in your marketing mix |
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9 | (1) |
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Using YouTube in Marketing |
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10 | (2) |
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Advertising versus content marketing |
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10 | (1) |
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11 | (1) |
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The Secret Formula for YouTube Success |
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12 | (5) |
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Creating a brief to reach the right people |
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12 | (1) |
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Harnessing the power of video ads |
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13 | (1) |
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Developing your content strategy |
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13 | (1) |
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14 | (1) |
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Mastering YouTube management |
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14 | (1) |
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15 | (2) |
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Chapter 2 Using YouTube for Your Business |
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17 | (18) |
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Capturing All Your Business Challenges |
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17 | (2) |
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Defining Your Campaign Type |
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19 | (8) |
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Brand awareness and reach |
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21 | (1) |
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Brand and product consideration |
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22 | (1) |
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22 | (1) |
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23 | (2) |
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25 | (2) |
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Determining Your Budget for Media and Production |
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27 | (3) |
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Breaking down your annual budget |
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28 | (1) |
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Taking the 70/20/10 approach |
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28 | (1) |
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Calculating your production budget |
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28 | (1) |
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Setting your media budget |
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29 | (1) |
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The Necessary Nature of the Brief |
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30 | (1) |
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Developing the Key Components of a YouTube Brief |
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31 | (4) |
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31 | (1) |
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Campaign or initiative's needs |
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32 | (1) |
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Deliverables and considerations |
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33 | (2) |
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Chapter 3 Targeting Your Audience |
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35 | (22) |
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Creating a Picture of Your Target Audience |
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35 | (2) |
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Gaining Insights into Your Audience |
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37 | (3) |
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38 | (1) |
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Dove's Campaign for Real Beauty |
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39 | (1) |
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Developing Audience Insights |
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40 | (1) |
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The Four C Framework for Insights |
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41 | (3) |
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41 | (1) |
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42 | (1) |
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43 | (1) |
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43 | (1) |
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The Best Tools and Resources for Insights |
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44 | (13) |
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45 | (2) |
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47 | (5) |
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52 | (4) |
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Social media and comments |
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56 | (1) |
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PART 2 ADVERTISING CAMPAIGNS ON YOUTUBE |
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57 | (78) |
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Chapter 4 Advertising Formats |
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59 | (16) |
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YouTube's Ad Format Offerings |
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59 | (12) |
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60 | (1) |
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61 | (1) |
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62 | (3) |
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65 | (1) |
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66 | (1) |
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66 | (2) |
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68 | (1) |
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69 | (1) |
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The Google Display Network |
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70 | (1) |
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Being Aware of the Ad Policy |
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71 | (4) |
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72 | (1) |
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72 | (1) |
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73 | (1) |
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Editorial and technical quality standards |
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74 | (1) |
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Chapter 5 Developing Your Ad Strategy |
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75 | (18) |
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Developing Your Marketing Messages |
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75 | (1) |
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Discovering Micro-Moments |
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76 | (5) |
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78 | (1) |
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79 | (1) |
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80 | (1) |
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80 | (1) |
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81 | (3) |
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82 | (1) |
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83 | (1) |
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84 | (4) |
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84 | (2) |
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86 | (1) |
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Cost per acquisition (CPA) |
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87 | (1) |
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88 | (3) |
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88 | (2) |
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90 | (1) |
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91 | (2) |
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Chapter 6 Ad Creative Fundamentals |
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93 | (16) |
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93 | (3) |
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The story arc of a TV spot |
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94 | (1) |
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The story arc of a YouTube ad |
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95 | (1) |
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Gathering Your Marketing Essentials |
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96 | (4) |
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96 | (1) |
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97 | (1) |
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98 | (1) |
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99 | (1) |
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Following the Rules of a Great YouTube Ad |
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100 | (5) |
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100 | (3) |
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103 | (1) |
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103 | (1) |
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Giving specific direction |
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104 | (1) |
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Testing Video Ad Creative |
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105 | (4) |
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Testing marketing messages |
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105 | (1) |
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106 | (3) |
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Chapter 7 Buying Paid Ad Media |
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109 | (26) |
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Getting to Know Google Ads |
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109 | (1) |
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Signing up with Google Ads |
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110 | (1) |
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110 | (1) |
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Setting Up Video Campaigns |
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110 | (11) |
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117 | (1) |
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Delivering website traffic |
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118 | (1) |
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Growing product and brand consideration |
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118 | (1) |
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Creating brand awareness and reach |
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119 | (2) |
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Designing your own custom campaign |
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121 | (1) |
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Navigating the Google Ads Interface |
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121 | (11) |
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122 | (1) |
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122 | (1) |
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123 | (1) |
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123 | (1) |
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124 | (3) |
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127 | (1) |
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127 | (1) |
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127 | (1) |
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128 | (1) |
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129 | (1) |
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129 | (1) |
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130 | (1) |
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131 | (1) |
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131 | (1) |
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131 | (1) |
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131 | (1) |
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132 | (1) |
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132 | (1) |
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Exploring More Google Ads Features |
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132 | (3) |
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133 | (1) |
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133 | (1) |
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133 | (1) |
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134 | (1) |
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PART 3 PLANNING YOUR CONTENT STRATEGY |
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135 | (76) |
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Chapter 8 Exploring Video Content Formats |
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137 | (36) |
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Educate, Entertain, Inspire |
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138 | (1) |
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People Visit YouTube for Education |
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138 | (12) |
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Is an educational video the right format for your content? |
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140 | (1) |
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Types of educational videos |
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140 | (8) |
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The distinction between edutainment and how-to |
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148 | (1) |
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A checklist for making educational videos |
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149 | (1) |
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People Visit YouTube for Entertainment |
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150 | (16) |
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Is an entertainment video the right format for your content? |
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151 | (2) |
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Types of entertainment videos |
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153 | (10) |
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163 | (1) |
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A checklist for entertainment videos |
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164 | (2) |
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People Visit YouTube for Inspiration |
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166 | (6) |
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166 | (4) |
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Is an inspiration video the right format for your content? |
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170 | (1) |
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A checklist for making inspirational videos |
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171 | (1) |
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Connecting Formats to a Content Strategy |
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172 | (1) |
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Chapter 9 Developing Your Content Strategy |
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173 | (24) |
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173 | (1) |
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Applying Brand Purpose to Your YouTube Channel |
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174 | (1) |
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175 | (5) |
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176 | (1) |
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177 | (3) |
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180 | (4) |
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Benefitting from a popular niche |
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180 | (2) |
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182 | (2) |
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Exploring Trending and Evergreen Videos |
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184 | (3) |
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185 | (1) |
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185 | (2) |
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187 | (1) |
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187 | (1) |
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Giving Structure to Your Content Choices |
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188 | (8) |
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189 | (1) |
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190 | (3) |
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193 | (3) |
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Mapping Video to Your Marketing Calendar |
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196 | (1) |
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Chapter 10 Content Fundamentals |
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197 | (14) |
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Make Your Videos Shareable |
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198 | (2) |
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Take a Conversational Approach |
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200 | (1) |
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Involve Your Audience with Interactivity |
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201 | (2) |
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203 | (2) |
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Target Your Audience's Interests |
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205 | (1) |
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Make Sure If's Sustainable |
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206 | (1) |
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Maximize Your Chances of Discoverability |
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207 | (1) |
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Make Your Videos Accessible |
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208 | (1) |
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208 | (3) |
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PART 4 MAKING VIDEOS FOR AD CAMPAIGNS AND CONTENT |
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211 | (34) |
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Chapter 11 Creating Video |
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213 | (22) |
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213 | (8) |
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214 | (2) |
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216 | (2) |
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218 | (2) |
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220 | (1) |
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221 | (6) |
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221 | (1) |
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Storyboarding your vision |
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222 | (2) |
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224 | (1) |
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Developing your shot list |
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225 | (1) |
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226 | (1) |
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226 | (1) |
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227 | (1) |
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Ensuring legal compliance |
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227 | (1) |
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227 | (3) |
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228 | (1) |
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228 | (1) |
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229 | (1) |
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229 | (1) |
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230 | (2) |
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230 | (2) |
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Exploring Advanced Video Options |
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232 | (3) |
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232 | (1) |
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233 | (1) |
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234 | (1) |
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Chapter 12 Curating, Collaborating, and Outsourcing |
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235 | (10) |
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Getting Someone to Make Videos for You |
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235 | (5) |
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Advertising and marketing agencies |
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236 | (1) |
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Video production companies |
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237 | (1) |
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237 | (1) |
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Online marketplace services |
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238 | (2) |
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240 | (1) |
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240 | (3) |
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Email a YouTuber directly |
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242 | (1) |
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Work with a multichannel network (MCN) |
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242 | (1) |
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Use a YouTuber marketplace |
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242 | (1) |
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Curating Other People's Videos |
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243 | (2) |
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PART 5 WORKING WITH YOUTUBE CHANNELS |
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245 | (54) |
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Chapter 13 Launching Your YouTube Channel |
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247 | (20) |
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Creating Your YouTube Channel |
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247 | (2) |
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249 | (5) |
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250 | (1) |
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Adding links to your banner |
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251 | (1) |
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Editing your channel icon |
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251 | (1) |
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Adding your channel description |
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252 | (2) |
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Digging Deeper into Channel Customization |
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254 | (7) |
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254 | (1) |
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255 | (1) |
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Discussion or Community tab |
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256 | (2) |
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258 | (2) |
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260 | (1) |
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Making Money from Your YouTube Channel |
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261 | (6) |
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The YouTube Partner Program |
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262 | (3) |
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265 | (2) |
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Chapter 14 Publishing Your Videos |
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267 | (16) |
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Writing Compelling Titles |
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267 | (2) |
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The hook, explanation, and information |
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268 | (1) |
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268 | (1) |
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268 | (1) |
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269 | (1) |
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Crafting a Quality Video Description |
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269 | (1) |
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270 | (1) |
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Customizing Your Thumbnail |
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271 | (1) |
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272 | (3) |
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Improving Your Videos with Advanced Customization |
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275 | (8) |
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276 | (2) |
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278 | (1) |
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Adding end screen and annotations |
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278 | (2) |
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280 | (1) |
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281 | (2) |
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Chapter 15 Channel Management |
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283 | (16) |
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Introducing Creator Studio Classic |
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283 | (10) |
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285 | (1) |
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285 | (1) |
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285 | (1) |
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286 | (3) |
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289 | (2) |
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291 | (1) |
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Translations and Transcriptions |
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291 | (1) |
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292 | (1) |
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293 | (1) |
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Auditing and Updating an Existing Channel |
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293 | (2) |
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293 | (1) |
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Text areas of your channel |
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294 | (1) |
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294 | (1) |
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295 | (4) |
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296 | (1) |
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297 | (2) |
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299 | (36) |
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Chapter 16 Ad Campaign Metrics That Matter |
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301 | (20) |
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Getting to Know Google Ads Reports |
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302 | (9) |
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302 | (6) |
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308 | (1) |
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Creating a custom dashboard |
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309 | (1) |
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310 | (1) |
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Measuring the Metrics That Matter |
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311 | (6) |
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Brand awareness and reach metrics |
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312 | (1) |
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Brand and product consideration metrics |
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313 | (2) |
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Website traffic and leads |
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315 | (2) |
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Optimizing Your Ad Campaign |
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317 | (4) |
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317 | (1) |
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Experimenting with ad formats |
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318 | (1) |
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318 | (1) |
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Modifying campaign settings |
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319 | (1) |
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Altering bidding and budgets |
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320 | (1) |
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Chapter 17 Content Metrics That Matter |
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321 | (14) |
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Getting to Know YouTube Analytics |
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321 | (2) |
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323 | (1) |
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324 | (5) |
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324 | (1) |
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Impressions and click-through rate |
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325 | (1) |
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326 | (1) |
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326 | (1) |
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326 | (1) |
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327 | (1) |
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327 | (1) |
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327 | (1) |
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328 | (1) |
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328 | (1) |
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329 | (3) |
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329 | (1) |
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330 | (1) |
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330 | (1) |
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330 | (1) |
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331 | (1) |
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331 | (1) |
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331 | (1) |
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332 | (1) |
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Using Reports to Optimize Your Videos |
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332 | (3) |
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Increasing watch time and views |
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332 | (1) |
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332 | (1) |
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333 | (1) |
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Maintaining your YouTube Channel |
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333 | (2) |
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335 | (16) |
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Chapter 18 The Ten Biggest Mistakes People Make |
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337 | (8) |
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337 | (1) |
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Failing to Set Success Criteria |
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338 | (1) |
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Forgetting about the Audience |
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339 | (1) |
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Neglecting to Make Creative for YouTube |
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340 | (1) |
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Thinking Paid Media Is Optional |
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340 | (1) |
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341 | (1) |
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Ignoring the Basics of Quality Video Production |
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341 | (1) |
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Making Once, Distributing Once |
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342 | (1) |
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342 | (1) |
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Slacking Off Optimization |
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343 | (2) |
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Chapter 19 The Ten Most Popular YouTubers |
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345 | (6) |
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346 | (1) |
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346 | (1) |
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346 | (1) |
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347 | (1) |
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347 | (1) |
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347 | (1) |
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348 | (1) |
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348 | (1) |
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348 | (1) |
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349 | (2) |
| Index |
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351 | |
