YouTube and Video Marketing: An Hour a Day [Paperback]

Greg Jarboe (Author), Suzie Reider (Foreword)

Book Description

ISBN-10: 0470459697 | ISBN-13: 978-0470459690 | Publication Date: August 17, 2009 | Edition: 1

A complete, task-based guide to developing, implementing, and tracking a video marketing strategy

Online video marketing is crucial in today's marketplace. This guide teaches you proven, practical guidelines for developing and implementing video marketing for your organization.

If you're a marketer, advertising professional, consultant, or small business owner, here's a relevant guide to understanding video marketing tactics, developing a strategy, implementing the campaign, and then measuring results. You'll find extensive coverage of keyword strategies and video optimization, distribution and promotion strategies to other sites and blogs, YouTube advertising opportunities, and crucial metrics and analysis.

• Written in the popular "Hour a Day" format, which breaks intimidating topics down to easily approachable tasks
• Covers previously undocumented optimization strategies, distribution techniques, community promotion tactics, and more
• Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization
• Examines effective promotional tactics, how to optimize video for YouTube and search engine visibility, and metrics and analytics
• Includes case studies, additional resources, a glossary, information about creating and editing video, step-by-step guides, and valuable tutorials

YouTube and Video Marketing: An Hour A Day gives you the tools to give your clients or your organization a visible, vital marketing presence online

 

Editorial Reviews

From the Back Cover

Craft Video Marketing Strategies that Deliver

A Step-by-Step Guide
The runaway success of YouTube has made online video sharing a powerful new marketing channel, and this detailed guide helps you create, implement, and measure winning video strategies that provide actionable insights and increase your ROI. Written by a video marketing expert, this comprehensive book also debunks common myths, helps you avoid errors, and energizes you with step-by-step instruction on key tasks and proven techniques.

You'll learn the ins and outs of YouTube and how to develop, deploy, and measure a video marketing strategy—including crucial tips for choosing keywords and optimizing your video for search—with this essential guide.

• Get to know YouTube as well as MySpace and Yahoo!® Video

• Use the five Ws (and one H) to ask all the right questions

• Identify who discovers new videos and why so few go viral

• Learn how to produce videos and get video production tips

• Create compelling content worth sharing with the community

• Set up a YouTube brand channel account and customize it

• Optimize your video for YouTube and major search engines

• Build some buzz for your video on other sites and blogs

• Track, measure, and analyze your video marketing results

• Discover how Barack Obama and Monty Python use YouTube

You'll also find:

• Studio tips for creating better video, as well as a glossary and additional resources

• Real-world "from the trenches" case studies that illustrate successes to learn from and mistakes to avoid

Praise for YouTube and Video Marketing: An Hour a Day

"Whether your budget is zero or tens of thousands of dollars, Greg Jarboe shows you how to get the best bang for your online marketing buck. He takes you beyond basic techniques to professional promotion and advertising strategies—everything you need to market your business on YouTube."
—Michael Miller, author, YouTube for Business

"I have no doubt you'll rethink Video Marketing twenty pages into this wonderful book!"
—Avinash Kaushik, author, Web Analytics: An Hour A Day

"Greg Jarboe has reported on online video for Search Engine Watch, spoken about how to optimize for search and engage the community at Search Engine Strategies conferences, taught our YouTube and video marketing workshop, and produced more than three hundred videos for SESConferenceExpo's Channel on YouTube. He's compressed four years of experience into his book, debunked a lot of conventional wisdom, lead marketers on a path to gaining actionable insights, and added new case studies I hadn't read before."
—Matt McGowan, VP, Publisher, Incisive Media

About the Author

Greg Jarboe is an Internet video marketing and optimization expert. He is President and cofounder of SEO-PR, an award-winning public relations, search engine optimization, and video production company that has worked with such clients as Southwest Airlines, SuperPages.com, The Christian Science Monitor, the Wharton School, Better Homes and Gardens, and Parents magazine. Greg is a frequent speaker at Search Engine Strategies conferences and a regular contributor to the Search Engine Watch blog (blog.searchenginewatch.com). He is a member of the Market Motive faculty and a principal in the ChannelOne Marketing Group. Greg was also profiled as one of 25 successful online marketing gurus in the recent Online Marketing Heroes book.

Product Details

• Paperback: 504 pages
• Publisher: Sybex; 1 edition (August 17, 2009)
• Language: English
• ISBN-10: 0470459697
• ISBN-13: 978-0470459690
• Product Dimensions: 9.1 x 7.2 x 1.1 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #109,990 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

20 of 21 people found the following review helpful:

4.0 out of 5 stars YouTube Marketing, August 9, 2009

By 

Brian K. Seitz (Eatonville, Wa USA) - See all my reviews
(REAL NAME)   

This review is from: YouTube and Video Marketing: An Hour a Day (Paperback)

When I received YouTube and Video Marketing: An Hour a Day I dove straight into it. I'm a technical person and have been working with Marketers all my life either to build systems or help in presales engagements. As Marketing has is becoming an online experience more and more, it makes sense to arm oneself with knowledge of the various media options. YupTube, like Twitter, LinkedIn and Facebook are become forces to deal with in the online world.

Initially I expected a Step by Step, how-to guide. However as I dug through the book I kept asking myself when I was going to get to the first step. It isn't until halfway in that I started to find some technical aspects of how-to. But even these were not the "here's how" I expected. After completing the book, I initially felt I had not really gotten what I had hoped for.

However, I then reread the book. This time with a marketer's perspective. It reads more like a novel than an procedures manual and has one linger and investigate how others are engaging community and creating effective followings through YouTube Marketing. My opinion changed from a (2) to (4) stars after that insight. If you are looking for a technical step by step of loading videos, skip this book. If however, you want to get a flavor of how ours are being successful marketing with you tube and the elements to build your own campaigns. This is worth the investment and a second reading.

13 of 13 people found the following review helpful:

5.0 out of 5 stars A MUST-READ for any video marketing professional, September 8, 2009

By 

R. van den Boogaard "BrandedChannels.com" (Amsterdam, the Netherlands) - See all my reviews
(REAL NAME)   

This review is from: YouTube and Video Marketing: An Hour a Day (Paperback)

Unlike some other books on the topic of video marketing, Greg Jarboe really GETS it. You can really tell that Jarboe is a PR-professional that knows what he's talking about. Whereas most books describe YouTube's features one-by-one, his advice is solid-as-rock and genuinely helps in mapping out a video marketing strategy and implementing it on a daily basis. I love his quote that "YouTube is the center of your video marketing strategy, but not the circumference". What Jarboe means by this statement is that you should not ignore other video sharing platforms (e.g. Vimeo, Metacafe, MySpace, Blip, etc.), but use YouTube as the core of your video marketing efforts. For one, ability to embed is universal, allowing yourself or other users to spread your content to other social networks.

8 of 8 people found the following review helpful:

5.0 out of 5 stars The Next Big Thing in Digital Marketing? YouTube and Video, November 29, 2009

By 

Lee Odden "Author, "Optimize: How to Attr... (Minneapolis, MN) - See all my reviews
(REAL NAME)   

This review is from: YouTube and Video Marketing: An Hour a Day (Paperback)

"Master Story Teller", that's how I would describe Greg Jarboe, someone I've known in the internet marketing and PR world for several years. Now he's pioneered yet another essential digital marketing channel: online video. In YouTube and Video Marketing: An Hour A Day, Greg has assembled a priceless collection of insights, examples and practical tips for companies that want, that need, to understand how to use video marketing to grow their business. You cannot afford to miss this story."

That's the endorsement I gave Greg's new book based on the pre-published preview copy. I got ahold of a copy of the final book summer 2009 and I thought it very timely to provide a more in-depth review.

As an active participant in the marketing industry ([...]), I see a lot of companies trying to get their arms around what will be the "next big thing" in digital marketing and social media. With YouTube the second most popular search engine after Google, video marketing is a big part of that answer.

What's great about the "An Hour A Day" series from Wiley is that each book is structured around practical tips. Sure, there's mention of a dead terrorist Ventriloquist dummy and Paris Hilton in jail, but you'll also find great background information on the emergence of YouTube as the dominant online video hosting service on the front end and "Mysteries of Online Video Revealed" on the back end. In between, chapters 3-10 offer a day by day, week by week plan for developing and executing a video marketing effort over 8 months that any motivated marketer can follow.

The "guts" of the practical tips in this book start with mapping out a video marketing strategy, finding influencers on YouTube and other video services and a clever reversal of the "old map of mass media". You'll also find very specific video optimization tips starting with keyword research and tools as well as specific video optimization tips for YouTube, other video sites and types of video promotion.

A few of the useful video optimization tips include:

1. YouTube SEO involves including keywords in the title, description and tags. Attracting views and ratings is also helpful for better rankings on YouTube.

2. Web video SEO involves using keywords on the page the video is embedded in as well as in anchor text links to the page. Filenames, metadata and RSS enclosures are also opportunities for keyword inclusion.

You'll find many more tips on video marketing besides those focused on SEO. The video marketing plan outlined in Jarboe's book continues with tips on creating viral video content using an ample number of specific examples and then covers the brass tacks of creating a YouTube channel and socializing within the YouTube community.

While a lot of the popular videos on the web are of the home grown, Flip video type, there's a lot to be said for good video production skills and chapter 6 covers everything from video formats to ideal resolution to editing software. Jarboe also offers advice on becoming a YouTube partner and advertiser before getting into the metrics of YouTube Insight (Trust but Verify) and illustrating the measurement of outcomes vs outputs.

In the way that Andrew Goodman "wrote the book" on Google AdWords, Greg Jarboe is undoubtedly the guy who "wrote the book" on YouTube and Video Marketing. If video is in your social media and content marketing future, this book is an excellent starting point.

Check it out:
YouTube and Video Marketing: An Hour a Day