VIDEO MARKETING PLAN

Playbook & Toolkit

Follow this simple step-by-step guide to create an effective

video marketing plan and produce engaging video content to support your marketing goals.
Table of Contents VIDEO MARKETING
Framework 03

Maturity Model 04

Introduction 06

stage 1 Prepare Your Company 08

stage 2 Plan for Video Marketing 11

stage 3 Align Audience & Content 16

stage
4 Script & Prepare 19

stage 5 Record & Edit Video 21

stage
6 Share, Measure & Analyze 23

Conclusion 26

About 27
 VIDEO MARKETING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly training, tools, templates, and other resources.
empower your organization’s video marketing strategy.

1 PREPARE 2 PLAN 3 ALIGN 4 SCRIPT 5 RECORD 6 MEASURE

Customer Profile Video Script Recording Live Video Content Marketing

Training Course Strategy Scorecard
Template Template Checklist Playbook

Video Production Buyer Persona Pre-Production Recording Live Enhancing Content

Maturity Assessment Presentations Checklist
Stages Map Template Planning Checklist with Video Marketing

Buying Process Post-Production

Business Case Project Plan Posting Calendar
Stage Template Workflow Model

Digital Marketing Video Production Selecting Content Youtube Posting

Roles Matrix Project Schedule Types for Video Checklist

Digital Marketing
Budget Template Assets Database Metrics Dashboard
Solutions Matrix

Video Manager Video Topic

Job Description Prioritization Tool

Project Manager
Job Description

Social Media Manager

Job Description

RFP Template
 VIDEO MARKETING
Maturity Model
STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Video STAGE 1 - Undefined
Marketing Defined, integrated strategy for Video
Marketing exists across an Enterprise;
Defined, integrated strategy and
Campaigns are tracked & measured by
Defined strategy and processes exist processes exist for Video Marketing
level of engagement & revenue impact
No defined strategy or process for for Video Marketing in uncoordinated across an Enterprise
Orientation pockets in organization
Video Marketing

Views video as strategic function;

Views video as new marketing oppor-
Skeptical of value of Video Marketing; Long-term commitment; Willing Fully funds; Organization
Leadership Does not use
tunity; Experimenting; Willing to fund
participant; Resources for growth integrates rich media content
test projects
(social, mobile, video)

Budget with business case to justify Budget connected to video goals;

Budget & No budget exists; Spending & Budget allocated; Defined roles &
spend; Dedicated internal point person Organization aligned for maximum
Staff staffing are ad hoc responsibilities for Video Marketing
for Video Marketing social impact

Focuses on hosting & streaming

Focus on video hosting & streaming;
Development
Uses basic functions to upload, down-
Focus load, view and process video files
Expects hosting, sharing, and manage- Expects all stages of Deployment Life-
and video distribution & sharing
ment capabilities; Focuses on developing cycle are working properly; Focuses on
capabilities; Uses content management
& basic analytics to improve marketing
optimization, monetization, and deeper Enterprise-level integrations & analytics
analytics for video success for sales cycle optimization
activities
 VIDEO MARKETING
Maturity Model
Video
Marketing STAGE 1 - Undefined
Video library available with options
Content to create metadata; Videos can be
Management added to playlists for a rudimentary
organization of video content
Engages users on a basic level
through free video apps, channels,
Customer
and Social Media networks; No
Engagement strategy in place for utilizing video to
engage customers
Focused on video performance; Video
Monetization revenue is not a priority
Tracks viewer activity and level of
Metrics engagement as well as the overall popu-
larity of video content
Want to rate your organization’s Video Marketing maturity with an
interactive tool? Download our Video Marketing Maturity Assessment
and get started today!
STAGE 2 - Progressive
Platform features such as in-video
calls-to-action and video player
customization, enhance a Video
Marketing program
Has aligned video initiatives with
customer engagement; Established
buyer personas; Actively pursuing
ways to better use video for customers
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
STAGE 3 - Mature
Platform enriches program; Features
include multi-level access controls,
enhanced optimization, and metadata
categorization for easy searching
Uses platform and analytics to engage
users; Platform is integrated with other
systems to share analytics among
departments for customer interaction
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
VIEW RESOURCE
STAGE 4 - World-Class
Comprehensive solution for video
management and optimization; Moni-
tors and manages video campaigns;
Tracks content usage on all devices
Platform is aligned and optimized with
customer engagement activities; Video
content matches buyer personas &
touchpoints in the sales cycle
Platform in place that provides full
monetization through ad creation &
placement, video channel subscrip-
tions, and reseller engagement
Analytics provide social sentiment
analysis, real-time performance
tracking, and data on the ROI of
each video asset
 1 2 3 4 5 6
Prepare Your Plan for Video Align Audience Script & Record & Edit Share, Measure
Company Marketing & Content Prepare Video & Analyze

Introduction

What Is Video Marketing? Video Production Process

Video Marketing is a strategy employed by organizations to generate To create quality videos for your organization, follow this, studio-
interest in their brand and products/services through the use of proven, video-production process:
relevant, engaging videos.

Businesses use videos to provide information, education, advice,

and/or entertainment to their target audience. These videos include Script Pre-
Production
a powerful combination of elements – audio, cast/speaker(s), images, Writing Production
graphics, and text – that are exceptionally appealing and effective at
promoting messages.

Video Marketing encompasses a wide variety of activities, including

Post-
program planning, the alignment of target audience and video Distribution Analysis
Production
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 This playbook and our training course detail each stage of this
prospective customers, and generate qualified, captivated leads. process. We will provide tips, insights, and practical tools to enhance
your video-production process.

VIDEO MARKETING 6
 1 2
Prepare Your Plan for Video Align Audience
Company Marketing
Introduction
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:
Understand & Plan a video marketing program that
aligns with current marketing objectives
Produce engaging, relevant videos that enhance your
company/brand
Distribute & Measure video content for optimum
response & ROI
3 4 5 6
Script & Record & Edit Share, Measure
& Content Prepare Video & Analyze
Outputs from This Playbook
Stage 1 - Prepare Your Company
Training Course, Video Production Stages Map, Post-
Production Workflow Model
Stage 2 - Plan for Video Marketing
Assets Database, Maturity Model, Readiness Assessment
Stage 3 - Align Audience & Content
Vendors Matrix, Vendor Evaluation, Solution Study, Video
Manager Job Description, RFP Template
Stage 4 - Script & Prepare
Strategy Workbook, Budget Template, Video Production
Project Schedule, Project Plan
Stage 5 - Record & Edit Video
Customer Profile Template, Buying Process Stage
Template, Content Mapping Template
Stage 6 - Share, Measure & Analyze
Metrics Dashboard, Posting Calendar
VIDEO MARKETING 7
 VIDEO MARKETING

STAGE 1

Prepare Your Company

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
STEP 4: Audit your Capabilities
 2 3 4 5 6
Introduction
1 Plan for Video Align Audience Script & Record & Edit Share, Measure
Marketing & Content Prepare Video & Analyze
Prepare Your
Company

STEP 1 STEP 2
Review Video Marketing Best Practices Conduct a Readiness Assessment

Action Item Action Item

Watch the Video Marketing Training Course to help you Use our Video Marketing Readiness Assessment to
review fundamental concepts and advanced implementa- determine how prepared your organization is to engage
tion of video marketing strategy. in a video marketing program.

S TA R T L E A R N I N G VIEW RESOURCE

Topics covered by this video course include: Areas of the maturity assessment include:
Storytelling scripts based on your buyer personas Senior Management Commitment
Pre-Production planning for maximum efficiency Alignment with Business Goals & Objectives
Production tips to maintain high quality Video Marketing Knowledge & Trends
Post-Production workflow (from start to finish) Planning
Staff & Technology

VIDEO MARKETING 9
 2 3 4 5 6
Introduction
1 Plan for Video Align Audience Script & Record & Edit Share, Measure
Marketing & Content Prepare Video & Analyze
Prepare Your
Company

STEP 3 STEP 4
Build a Business Case Audit your Capabilities

Action Item Action Item

Use our Video Marketing Business Case to ensure senior Use our Digital Marketing Roles Matrix to help you orga-
management that a video marketing program aligns with nize your Digital Marketing efforts.
current business goals and objectives.

VIEW RESOURCE S TI EAW

V R TR LE ES A
ORUNRICNEG

Sections of your business case should include: This roles matrix was designed with Digital Marketing best prac-
Executive Summary tices in mind. It should be used to audit your current capabili-
ties and ultimately help you document an action plan for each
Opportunity Overview & Key Success Factors
stakeholder.
Assumptions & Decision-Making Criteria
Business Impact Analysis Helpful Hint – Use our Digital Marketing Solutions Matrix
Risk & Contingency Plans to obtain info about key Digital Marketing vendors.

Recommendation

VIDEO MARKETING 10
 VIDEO MARKETING

STAGE 2

Plan for Video Marketing

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
 1 3 4 5 6
Introduction Prepare Your
2 Align Audience Script & Record & Edit Share, Measure
Company & Content Prepare Video & Analyze
Plan for Video
Marketing

STEP 1 STEP 2
Develop a Video Marketing Strategy Understand the Video Production Process

Action Item Action Item

Use our Video Marketing Strategy Scorecard to provide Use our Video Production Stages Map to review the proven
senior management with a one-page document that clearly effective method for producing quality video content.
outlines your action plan for this project.

VIEW RESOURCE VIEW RESOURCE

Key information to include in scorecard: This tool provides you with these details for each stage:
Objectives General Description
Programs & Initiatives Key Actions To Be Performed
Metrics & KPIs Key Deliverables
Timeframes and Goals Staff Required
Equipment Needed
Related, Actionable Tools

VIDEO MARKETING 12
 1 3 4 5 6
Introduction Prepare Your
2 Align Audience Script & Record & Edit Share, Measure
Company & Content Prepare Video & Analyze
Plan for Video
Marketing

STEP 3 STEP 4
Create a Project Plan Build a Production Project Schedule

Action Item Action Item

Use our Video Marketing Project Plan to establish a clear Before engaging in the production process, download our
scope, to identify decision rights, and to secure executive Video Production Project Schedule to ensure you stay
sponsorship for the initiative. on track throughout each phase of the process.

VIEW RESOURCE VIEW RESOURCE

Sections of your project charter should include: This tool includes:

Project Overview Project Stakeholders Detailed video production tasks
Description Communications Plan Tasks sorted by production stage
Key Success Factors Decision Rights Elements to track task status
Risk Identification Approval Project Timeline & Gantt Chart

VIDEO MARKETING 13
 1 3 4 5 6
Introduction Prepare Your
2 Align Audience Script & Record & Edit Share, Measure
Company & Content Prepare Video & Analyze
Plan for Video
Marketing

STEP 5 STEP 6
Construct a Video Marketing Budget Identify Staff & Responsibilities

Action Item Action Item

Employ our Video Marketing Budget Template to track Use our Video Marketing Manager Job Description to
the overall costs for your video marketing program as well highlight the job requirements and the expected respon-
as the individual budgets for each video to be produced. sibilities for this position, which include video planning,
production, and distribution.

VIEW RESOURCE VIEW RESOURCE

Budget Categories include: A video marketing program may also require the assistance of
Technology other roles. Here are job descriptions to identify support staff:

Equipment Project Manager Job Description

Promotional Costs Social Media Manager Job Description

Staffing Costs Creative Director Job Description

Other (Video) Program Costs

Other (Individual) Video Costs

VIDEO MARKETING 14
 1 3 4 5 6
Introduction Prepare Your
2 Align Audience Script & Record & Edit Share, Measure
Company & Content Prepare Video & Analyze
Plan for Video
Marketing

STEP 7
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.

VIEW RESOURCE

A consultant can help your video marketing efforts by:

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

VIDEO MARKETING 15
 VIDEO MARKETING

STAGE 3

Align Audience & Content

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
 1 2 4 5 6
Introduction Prepare Your Plan for Video
3 Script & Record & Edit Share, Measure
Company Marketing Prepare Video & Analyze
Align Audience
& Content

STEP 1 STEP 2
Identify Your Target Audience Select Video Content Type(s)

Action Item Action Item

Obtain demographics of your organization’s current target Once you have identified your target audience, your
audience to complete our Customer Profile Template. viewers’ needs should be very clear. Read our How-to
This template will help you identify customer needs and Guide: Selecting Content Types for Videos to learn how
behaviors. your audience align with different video content types.

VIEW RESOURCE VIEW RESOURCE

Other tools that may assist you in identifying your audience are This How-to Guide presents 4 main content types (introduced
as follows: with the needs they fill):
Buyer Persona Template Promotional (Information)
Buying Process Stage Template Instructional (Education)
Thought Leadership (Advice)
Helpful Hint – Your audience may be different for each
Entertainment (Fun/Diversion)
video produced.

Helpful Hint – Your audience may have several or all of

these needs.

VIDEO MARKETING 17
 1 2 4 5 6
Introduction Prepare Your Plan for Video
3 Script & Record & Edit Share, Measure
Company Marketing Prepare Video & Analyze
Align Audience
& Content

STEP 3 STEP 4
Record & Monitor Video Assets Prioritize Topic Selection

Action Item Action Item

Document all of the details of each video you are plan- After you align the needs of your audience with the proper
ning, and track your videos by content type with our Video content type(s), you will be prepared to select your video
Marketing Assets Database. topics. Use our Video Topic Prioritization Tool to evaluate
the importance of topics your project team is considering.

VIEW RESOURCE VIEW RESOURCE

Track your video assets with the following information: When conducting this analysis, consider the following:
Content Type Project Owner Is this topic of interest to my target audience?
Title Publication Date Does this topic fill a need for my audience?
Business Objective Distribution Channels Will this topic give us more visibility in the market?
Source How aligned is this topic to corporate goals & objectives?
Does this topic have a solid cost/benefit?
Will this topic improve customer & prospect experiences?

VIDEO MARKETING 18
 VIDEO MARKETING

STAGE 4

Script & Prepare

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
 1 2 3 5 6
Introduction Prepare Your Plan for Video Align Audience
4 Record & Edit Share, Measure
Company Marketing & Content Video & Analyze
Script &
Prepare

STEP 1 STEP 2
Create Your Own Storytelling Framework Complete Pre-Production Milestones

Action Item Action Item

Use our Video Script Template to implement the insights Check off all of the items listed in our Pre-Production
you learned in Module 2 of the Video Marketing Essen- Planning Checklist to ensure you are prepared to start
tials Training Course and create your own storytelling Production.
framework for your video.

VIEW RESOURCE VIEW RESOURCE

A comprehensive video script includes: The key deliverables of pre-production planning are:
Hook (engages by making a promise) Completed & approved script(s)
Why (discusses the problem) Detailed storyboard (scene breakdown)
What (shares a solution) Production schedule
How (delivers a promise) Solidified shoot dates, locations, speaker(s)/cast, etc.
What If (highlights a call-to-action)

VIDEO MARKETING 20
 VIDEO MARKETING

STAGE 5

Record & Edit Video

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
 1 2 3 4 6
Introduction Prepare Your Plan for Video Align Audience Script &
5 Share, Measure
Company Marketing & Content Prepare & Analyze
Record & Edit
Video

STEP 1 STEP 2
Record Your Video Content Edit & Format Your Video

Action Item Action Item

Begin production of your live video(s) or video presenta- Once production of your videos is complete, start the
tion(s). Use our Recording Live Video Checklist or our post-production phase. Use our Post-Production Workflow
Recording Video Presentations Checklist to complete all Model to understand the linear flow of editing your videos.
associated tasks.

VIEW RESOURCE VIEW RESOURCE

The steps involved in the Post-Production phase are:

1. Assembly Edit
VIEW RESOURCE
2. Images & Graphics
3. Titles Pass
4. Sound Spotting
5. Polishing Edit
6. Audio Finesse
7. Final Export

VIDEO MARKETING 22
 VIDEO MARKETING

STAGE 6

Share, Measure, & Analyze

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 perfor-
mance 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
 1 2 3 4 5
Introduction Prepare Your Plan for Video Align Audience Script & Record & Edit
6
Company Marketing & Content Prepare Video
Share, Measure
& Analyze

STEP 1 STEP 2
Arrange Distribution with Current Programs Develop a Video Posting Calendar

Action Item Action Item

Align your Video Marketing outputs with any current Content Use our Video Marketing Posting Calendar to coordinate
Marketing initiatives. If you need additional assistance with the dates you will be releasing each one of your videos
this, review our Content Marketing Plan Playbook. among your various marketing channels.

VIEW RESOURCE VIEW RESOURCE

You may want to re-read our How-to Guide: Enhancing Content The distribution channels we have suggested are:
with Video Marketing at this point to instill in your mind how YouTube Google+
video optimizes the Content Marketing spectrum.
Website Blog
Email Pinterest
Facebook LinkedIn
Twitter

VIDEO MARKETING 24
 1 2 3 4 5
Introduction Prepare Your Plan for Video Align Audience Script & Record & Edit
6
Company Marketing & Content Prepare Video
Share, Measure
& Analyze

STEP 3 STEP 4
Post Your Video Content Measure & Analyze Video Performance

Action Item Action Item

Optimize the posting of your video content with our step-by- Use the Video Marketing Metrics Dashboard to track the
step YouTube Posting Checklist. 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.

VIEW RESOURCE VIEW RESOURCE

Various strategies for optimizing video distribution: Some of the key metrics we suggest analyzing are:
Write a detailed & comprehensive metadata (keywords, # Videos Created by Type
catchy title, website link, tags, etc.) Sharing by Social Channel
Annotate video with community-based calls to action Avg. % of Videos Watched
Transcribe video & add closed captioning (OPTIONAL) Avg. Time Watching Videos
# Leads Generated
# Video Views

VIDEO MARKETING 25
VIDEO MARKETING PLAN

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
VIDEO MARKETING PLAN

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 VIDEO MARKETING PLAN

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