Video Marketing Plan Playbook

1. Follow this simple step-by-step guide to create an effective video marketing plan and produce engaging video content to support your marketing goals. VIDEO MARKETING PLAN Playbook & Toolkit

2. Table of Contents VIDEO MARKETING Introduction 06 Framework 03 Conclusion 26 Maturity Model 04 About This Playbook 27 Prepare Your Company 08 11Plan for Video Marketing 16Align Audience & Content 19Script & Prepare 21Record & Edit Video 23Share, Measure & Analyze stage stage stage stage stage stage 1 2 3 4 5 6

3. Metrics Dashboard Posting Calendar Strategy WorkbookTraining Course Customer Profile Template Vendors MatrixAssets Database Video Topic Prioritization Tool Pre-Production Planning Checklist RecordingPresentations Video Checklist RFP Template Post-Production Workflow Model Content Mapping Template Solution StudyReadiness Assessment Budget Template Video Production Stages Map Buying Process Stage Template Vendor EvaluationMaturity Model Content Marketing Framework Recording Live Video Checklist Youtube Posting Checklist Project Plan Video Production Project Schedule Video Content Metrics Benchmark Report Video Script Template Video Manager Job Description Leverage the framework below to quickly empower your organization’s video marketing strategy. VIDEO MARKETING Framework MEASURE6PLAN4 IMPLEMENT51 UNDERSTAND EVALUATE2 RESEARCH3 Click the buttons below to access all related training, tools, templates, and other resources.

4. VIDEO MARKETING Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Budget & Staff No defined strategy or process for Video Marketing No budget exists; Spending & staffing is ad hoc Budget allocated; Defined roles & responsibilities for Video Marketing Budget with business case to justify spend; Dedicated internal point person for Video Marketing Budget connected to video goals; Organization aligned for maximum social impact Defined strategy and processes exist for Video Marketing in uncoordinated pockets in organization Defined, integrated strategy and processes exist for Video Marketing across an Enterprise Defined, integrated strategy for Video Marketing exists across an Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership Skeptical of value of Video Marketing; Does not use Views video as new marketing opportunity; Experimenting; Willing to fund test projects Long term commitment; Willing partici- pant; Resources for growth Views video as strategic function; Fully funds; Organization integrates rich media content (social, mobile, video) Development Focus Expects all stages of Deployment Life- cycle are working properly; Focuses on Enterprise-level integrations & analytics for sales cycle optimizationFocus on video hosting & streaming; Uses basic functions to upload, download, view and process video files Focuses on hosting & streaming and video distribution & sharing capabilities; Utilizes content management & basic analytics to improve marketing activities Expects hosting, sharing and management capabilities; Focuses on developing optimization, monetization and deeper analytics for video success Video Marketing

5. VIDEO MARKETING Maturity Model Content Management Customer Engagement Monetization Metrics Engages users on a basic level through free video apps, channels and Social Media networks; No strategy in place for utilizing video to engage customers Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Focused on video performance; Video revenue is not a priority Tracks viewer activity and level of engagement as well as the overall popu- larity of video content. Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Focused on monetization; Has a platform and processes in place to generate revenue from videos Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Analytics provide social sentiment analysis, real-time performance tracking and data on the ROI of each video asset Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among depart- ments for customer interaction Platform enriches program; Features include multi-level access controls, enhanced optimization and metadata categorization for easy searching Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Comprehensive solution for video management and optimization; Moni- tors and manages video campaigns; Tracks content usage on all devices STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Video Marketing

6. 6VIDEO MARKETING Prepare Your Company Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 2 3 4 5 6 Introduction What Is Video Marketing? Video Marketing is a strategy employed by organizations to generate interest in their brand and products/services through the use of relevant, engaging videos. Businesses use videos to provide information, education, advice, and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics, and text – that are exceptionally appealing and effective at promoting messages. Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience and video content, video production, content distribution, and program analysis. The main goals of a Video Marketing program are to develop brand awareness, provide attention-grabbing content for clients and prospective customers, and generate qualified, captivated leads. Video Production Process To create quality videos for your organization, follow this, studio- proven, video-production process: Script Writing Pre- Production Post- Production Production Distribution Analysis This playbook and our training course detail each stage of this process. We will provide tips, insights, and practical tools to enhance your video-production process.

7. 7VIDEO MARKETING How to Use This Consulting Playbook This playbook consists of six stages, each with a description of steps, and action items. Action items include using our premium tools and templates. Our goal for your use of this playbook is to help you: Distribute & Measure video content for optimum response & ROI Understand & Plan a video marketing program that aligns with current marketing objectives Produce engaging, relevant videos that enhance your company/brand Prepare Your Company Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 2 3 4 5 6 Introduction Outputs from This Playbook Stage 1 - Prepare Your Company Stage 4 - Script & Prepare Training Course, Video Production Stages Map, Post- Production Workflow Model Strategy Workbook, Budget Template, Video Production Project Schedule, Project Plan Stage 2 - Plan for Video Marketing Stage 5 - Record & Edit Video Assets Database, Maturity Model, Readiness Assessment Customer Profile Template, Buying Process Stage Template, Content Mapping Template Stage 3 - Align Audience & Content Stage 6 - Share, Measure & Analyze Vendors Matrix, Vendor Evaluation, Solution Study, Video Manager Job Description, RFP Template Metrics Dashboard, Posting Calendar

8. Prepare Your Company STAGE 1 VIDEO MARKETING In Stage 1 you will focus your efforts around understanding your organization’s strengths and weaknesses related to Video Marketing, documenting your goals and objectives, and developing a business case to gain buy-in from senior management for this initiative. Key steps in this stage include: STEP 1: Review Video Marketing Best Practices STEP 2: Conduct a Readiness Assessment STEP 3: Build a Business Case

9. 9VIDEO MARKETING Introduction Prepare Your Company 1 Storytelling scripts based on your buyer personas Pre-Production planning for maximum efficiency Production tips to maintain high quality Post-Production workflow (from start to finish) Senior Management Commitment Alignment with Business Goals & Objectives Video Marketing Knowledge & Trends Planning Staff & Technology Review Video Marketing Best Practices Conduct a Readiness Assessment STEP 1 STEP 2 Action Item Action Item Watch the Training Course: Video Marketing to help you review fundamental concepts and advanced implementa- tion of video marketing strategy. Use our Video Marketing Readiness Assessment to deter- mine how prepared your organization is to engage in a video marketing program. Topics covered by this video course include: Areas of the maturity assessment include: V I E W R E S O U R C E Video Marketing Training Course S TA R T L E A R N I N G Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 2 3 4 5 6

10. 10VIDEO MARKETING Executive Summary Opportunity Overview & Key Success Factors Assumptions & Decision-Making Criteria Business Impact Analysis Risk & Contingency Plans Recommendation Build a Business Case STEP 3 Action Item Use our Video Marketing Business Case to ensure senior management that a video marketing program aligns with current business goals and objectives. Sections of your business case should include: V I E W R E S O U R C E Introduction Prepare Your Company 1 Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 2 3 4 5 6

11. Plan for Video Marketing STAGE 2 In Stage 2, you will work with your team to plan for the alignment, production, distribution, and measurement of your video marketing program. Key activities for this Stage include: STEP 1: Develop a Video Marketing Strategy STEP 2: Understand the Video Production Process STEP 3: Create a Project Plan STEP 4: Build a Production Project Schedule STEP 5: Construct a Video Marketing Budget STEP 6: Identify Staff & Responsibilities STEP 7: Evaluate Video Marketing Consultants VIDEO MARKETING

12. 12VIDEO MARKETING Introduction 2 Plan for Video Marketing Objectives Programs & Initiatives Metrics & KPIs Timeframes and Goals General Description Key Actions To Be Performed Key Deliverables Staff Required Equipment Needed Related, Actionable Tools Develop a Video Marketing Strategy Understand the Video Production Process STEP 1 STEP 2 Action Item Action Item Use our Video Marketing Strategy Scorecard to provide senior management with a one-page document that clearly outlines your action plan for this project. Use our Video Production Stages Map to review the proven effective method for producing quality video content. Key information to include in scorecard: This tool provides you with these details for each stage: V I E W R E S O U R C E V I E W R E S O U R C E Prepare Your Company Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 3 4 5 6

13. 13VIDEO MARKETING STEP 3 STEP 4 Project Overview Description Key Success Factors Risk Identification Detailed video production tasks Tasks sorted by production stage Elements to track task status Project Timeline & Gantt Chart Project Stakeholders Communications Plan Decision Rights Approval Create a Project Plan Build a Production Project Schedule Action Item Action Item Use our Video Marketing Project Plan to establish a clear scope, to identify decision rights, and to secure executive sponsorship for the initiative. Before engaging in the production process, download our Video Production Project Schedule to ensure you stay on track throughout each phase of the process. Sections of your project charter should include: This tool includes: V I E W R E S O U R C EV I E W R E S O U R C E Introduction 2 Plan for Video Marketing Prepare Your Company Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 3 4 5 6

14. 14VIDEO MARKETING STEP 5 STEP 6 Technology Equipment Promotional Costs Staffing Costs Other (Video) Program Costs Other (Individual) Video Costs Project Manager Job Description Social Media Manager Job Description Creative Director Job Description Construct a Video Marketing Budget Identify Staff & Responsibilities Action Item Action Item Employ our Video Marketing Budget Template to track the overall costs for your video marketing program as well as the individual budgets for each video to be produced. Use our Video Marketing Manager Job Description to high- light the job requirements and the expected responsibilities for this position, which include video planning, production, and distribution. Budget Categories include: A video marketing program may also require the assistance of other roles. Here are job descriptions to identify support staff: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Plan for Video Marketing Prepare Your Company Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 3 4 5 6

15. 15VIDEO MARKETING STEP 7 Supporting the alignment of the audience & video content Assisting in the development of compelling video “stories” Educating on the elements of a successful video Developing a solid video-production process Integrating video into current content initiatives Measuring the performance of video content Evaluate Video Marketing Consultants Action Item In the event that you need additional assistance with your video marketing program, use our Video Marketing RFP Template to acquire proposals from potential consultants. A consultant can help your video marketing efforts by: V I E W R E S O U R C E Introduction 2 Plan for Video Marketing Prepare Your Company Align Audience & Content Script & Prepare Record & Edit Video Share, Measure & Analyze 1 3 4 5 6

16. Align Audience & Content STAGE 3 In Stage 3, you will gain a deep understanding of your audience, align your content choices with your audience needs, and identify the topics that are of the utmost importance to your potential viewers. The key activities in this Stage are: STEP 1: Identify Your Target Audience STEP 2: Select Video Content Type(s) STEP 3: Record & Monitor Video Assets STEP 4: Prioritize Topic Selection VIDEO MARKETING

17. 17VIDEO MARKETING Buyer Persona Template Buying Process Stage Template Promotional (Information) Instructional (Education) Thought Leadership (Advice) Entertainment (Fun/Diversion) Identify Your Target Audience Select Video Content Type(s) STEP 1 STEP 2 Action Item Action Item Obtain demographics of your organization’s current target audi- encetocompleteourCustomerProfileTemplate.Thistemplate will help you identify customer needs and behaviors that will assist in evaluating the proper video content to share with them. Once you have identified your target audience, your viewers’ needs should be very clear. Read our How-to Guide: Selecting Content Types for Videos to learn how your audience’s needs align with different video content types. Other tools that may assist you in identifying your audience are as follows: This How-to Guide presents 4 main content types (introduced with the needs they fill): SELECTING CONTENT TYPES How-to Guide Helpful Hint – Your audience may be different for each video produced. Helpful Hint – Your audience may have several or all of these needs. V I E W R E S O U R C E V I E W R E S O U R C E Introduction 3 Align Audience & Content Prepare Your Company Plan for Video Marketing Script & Prepare Record & Edit Video Share, Measure & Analyze 1 2 4 5 6

18. 18VIDEO MARKETING Content Type Title Business Objective Source Is this topic of interest to my target audience? Does this topic fill a need for my audience? Will this topic give us more visibility in the market? How aligned is this topic to corporate goals & objectives? Does this topic have a solid cost/benefit? Will this topic improve customer & prospect experiences? Project Owner Publication Date Distribution Channels Record & Monitor Video Assets Prioritize Topic Selection STEP 3 STEP 4 Action Item Action Item Document all of the details of each video you are planning, and track your videos by content type with our Video Marketing Assets Database. After you align the needs of your audience with the proper content type(s), you will be prepared to select your video topics. Use our Video Topic Prioritization Tool to evaluate the importance of topics your project team is considering. Track your video assets with the following information: When conducting this analysis, consider the following: Introduction 3 Align Audience & Content V I E W R E S O U R C E V I E W R E S O U R C E Prepare Your Company Plan for Video Marketing Script & Prepare Record & Edit Video Share, Measure & Analyze 1 2 4 5 6

19. Script & Prepare STAGE 4 At this point, you have developed your Video Marketing strategy, planned for your initiative, aligned your audience needs and content choices, and selected your video topics. Now you are ready to develop your video scripts and prepare for video production. In the video industry, this stage occurs as two separate steps, known as Script Writing & Pre-Production. In this Stage, you will: STEP 1: Create Your Own Storytelling Framework STEP 2: Complete Pre-Production Milestones VIDEO MARKETING

20. 20VIDEO MARKETING Introduction Script & Prepare 4 Hook (engages by making a promise) Why (discusses the problem) What (shares a solution) How (delivers a promise) What If (highlights a call-to-action) Completed & approved script(s) Detailed storyboard (scene breakdown) Production schedule Solidified shoot dates, locations, speaker(s)/cast, etc. Create Your Own Storytelling Framework Complete Pre-Production Milestones STEP 1 STEP 2 Action Item Action Item Use our Video Script Template to implement the insights you learned in Module 2 of the Video Marketing Essentials Training Course and create your own storytelling framework for your video. Check off all of the items listed in our Pre-Production Planning Checklist to ensure you are prepared to start Production. A comprehensive video script includes: The key deliverables of pre-production planning are: V I E W R E S O U R C EV I E W R E S O U R C E Prepare Your Company Plan for Video Marketing Align Audience & Content Record & Edit Video Share, Measure & Analyze 1 2 3 5 6

21. Record & Edit Video STAGE 5 After Pre-Production is complete, you will focus on recording your video content and editing the content. In the video industry, this stage occurs as two separate steps – Production (recording video) & Post-Production (editing video). Your activities in this Stage, are to: STEP 1: Record Your Video Content STEP 2: Edit & Format Your Video VIDEO MARKETING

22. 22VIDEO MARKETING Introduction Record & Edit Video 5 1. Assembly Edit 2. Images & Graphics 3. Titles Pass 4. Sound Spotting 5. Polishing Edit 6. Audio Finesse 7. Final Export Record Your Video Content Edit & Format Your Video STEP 1 STEP 2 Action Item Action Item Begin production of your live video(s) or video presenta- tion(s). Use our Recording Live Video Checklist or our Recording Video Presentations Checklist to complete all associated tasks. Once production of your videos is complete, start the post-production phase. Use our Post-Production Workflow Model to understand the linear flow of editing your videos. The steps involved in the Post-Production phase are: V I E W R E S O U R C E V I E W R E S O U R C E V I E W R E S O U R C E V I E W R E S O U R C E Prepare Your Company Plan for Video Marketing Align Audience & Content Script & Prepare Share, Measure & Analyze 1 2 3 4 6

23. Share, Measure, & Analyze STAGE 6 Now that your videos have been recorded, you will need to distribute your video content across your marketing channels. Once distribution is complete, analyze and measure your video performance to enhance your Video Marketing program for the future. In this Stage, you will: STEP 1: Arrange Distribution with Content & Social Media Initiatives STEP 2: Develop a Video Posting Calendar STEP 3: Post Your Video Content STEP 4: Measure & Analyze Video Performance VIDEO MARKETING

24. 24VIDEO MARKETING Introduction Share,Measure &Analyze 6 YouTube Website Email Facebook Twitter Google+ Blog Pinterest LinkedIn Arrange Distribution with Current Programs Develop a Video Posting Calendar STEP 1 STEP 2 Action Item Action Item Align your Video Marketing outputs with any current Content Marketing initiatives. If you need additional assistance with this, review our Content Marketing Plan Playbook. Use our Video Marketing Posting Calendar to coordinate the dates you will be releasing each one of your videos among your various marketing channels. The distribution channels we have suggested are:You may want to re-read our How-to Guide: Enhancing Content with Video Marketing at this point to instill in your mind how video optimizes the Content Marketing spectrum. V I E W R E S O U R C EV I E W R E S O U R C E Prepare Your Company Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video 1 2 3 4 5

25. 25VIDEO MARKETING Write a detailed & comprehensive metadata (keywords, catchy title, website link, tags, etc.) Annotate video with community-based calls to action Transcribe video & add closed captioning (OPTIONAL) # Videos Created by Type Sharing by Social Channel Avg. % of Videos Watched Avg. Time Watching Videos # Leads Generated # Video Views Post Your Video Content Measure & Analyze Video Performance STEP 3 STEP 4 Action Item Action Item Optimize the posting of your video content with our step-by- step YouTube Posting Checklist. Use the Video Marketing Metrics Dashboard to track the Key Performance Indicators (KPIs) for your program. As you obtain metrics, continually, analyze the quality of your video’s performance to optimize your program for the future. Various strategies for optimizing video distribution: Some of the key metrics we suggest analyzing are: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Share,Measure &Analyze 6Prepare Your Company Plan for Video Marketing Align Audience & Content Script & Prepare Record & Edit Video 1 2 3 4 5

26. Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Video Marketing program: Create or audit your existing Video Marketing strategy plan Assist with using any of the tools referenced in this playbook Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals To learn more, contact Demand Metric: info@demandmetric.com VIDEO MARKETING

27. About This Playbook VIDEO MARKETING Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

Video Marketing Plan Playbook

Video Marketing Plan Playbook

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Video Marketing Plan Playbook