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  • Video has transformed the way we communicate with customers, staff and stakeholders. Why? Because it’s more effective than any other form of communication. It’s what people want to see. Research shows audiences are more likely to pay attention to video content and it’s delivering tangible commercial benefits for businesses that embrace it. It’s no wonder two-thirds of Marketing Directors expect video to dominate their strategies in the near future.

Trail blazing brands are seeing their online video efforts filter through to the bottom line with highly targeted, branded content. The most successful of these are often the result of well-considered and well-executed online video strategies.

This course takes you through a step-by-step approach to planning, producing and distributing high-impact video content. It’s a must-attend for any marketing professionals interested in developing content that cuts through the noise and delivers real business value.

Training Testimonials

One of the best, if not the best course I've ever done! Massively interesting to our brand, and would 100% recommend The CMA training!
Gavin Caney, Group Project Manager, Maze Media Group

"A fascinating introduction to an exciting medium that every company should be considering"
Ed O'Meara, Editorial Strategist, Havas


Attending this training course will provide information that will allow you to;

    • Make the case for resource/investment
    • Make a video stand out and achieve the desired objective
    • Integrate video into a broader Content Marketing campaign
    • Ensure a decent return on investment
    • Write a brief, appoint an agency and manage the production process
    • Help the video find the correct audience
    • Demonstrate success

Course date
Tuesday 29th October 2019

Timings: 10:00-17:00
The session is limited to 15 people, so please book early to reserve your place.

The CMA, WeWork, 3 Waterhouse Square, 138-142 Holborn, EC1N 2SW

  • The Agenda
  • Course Trainer

Setting the scene
Why choose online video
Why there’s never been a better time to get started
What makes a good – and bad – corporate video

Video content strategy
Using video at every stage of the buyer’s journey
Setting the right objectives
Knowing your audience
Defining your message and story
Different types of video and when they’re used
Measurement: what does success look like?

Creating great content
Creating value for the audience
Optimising for mobile
Meeting minimum quality standards
How to make it shareable

Managing a campaign
Preparation and research
Finding and managing an agency
Writing the brief
The production process – logistics planning, shooting and editing

Content promotion
The relationship between owned, earned and paid media
Growing a Youtube channel
Optimising video for search
Harnessing the power of influencers & advocates

Measurement & evaluation
Brand awareness vs engagement
Analyse, test, repeat

Simon Bates

An expert in connecting companies with their audiences. With a career spanning in both film writing and directing, as well as 20 years spent at the highest level of marketing communications, he understands better than most the art and value of storytelling for business.

He has advised clients like IBM, Canon, Motorola, The Office Group, and Shell, and acted as front line spokesperson for UK broadcast and telecoms regulator Ofcom. His short films have won awards at festivals around the world and has produced more than 20 corporate films for businesses large, and small.

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