If you're interested in going through the various exercises with members of your team, this PDF contains all the worksheets & instructions.

1. 8:00$8:30 am Breakfast & Pre-Test
8:30$8:45 am Welcome | Jorn Socquet & Rebecca Wallace
8:45$9:45 am Feeding The Content Monsters | Mary Healy
9:45$10:45 am Brandlab Breakouts | Working Session
10:45$11:30 am Creator Q&A | Laura & Joe Vitale
11:30$12:30 pm Lunch
12:30$1:30!pm 10 Fundamentals of Creative Strategy |Brandon Gross
1:30$2:30!pm 10 Fundamentals Breakout | Working Session
2:30$3:00!pm Shark Tank | Brand Presentations
3:00$3:15!pm Break
3:15$4:15!pm Tactics for Content Success | Amy Babcock
4:15$4:45!pm Creator Q&A | VICE
4:45$5:00!pm Wrap Up & Awards| Rebecca Wallace
5:00$7:00!pm Beer + Apps
Thursday July 10th, 2014
YOUR DAY in St. Louis
meals | breaks presentations work sessions
Check out our NEW Creator Playbook for Brands @ g.co/ytbrandplaybook

2. ARTICULATEYourcontentstrategy
YourYouTubevaluepropositionisastatementthatcapturesyourtargetaudience,yourbrandvaluesandthe
contentthatconnectsthetwo.Havingaclearlydefinedpropositionhelpsallcontentdevelopmentstakeholders
remaintruetoyourcorestrategicrationaleandshouldserveasafilterforanycontentyoudevelop.
GET
BY
Whoareyoutargetingandwhatdoyouknowaboutthem?
(e.g.Busywomen25-35whocareabouttheirappearancebutrelyonevidencebasedproducts)
TO
Completethefollowingstatement:
Howdoyouwantthemtothink,feel,oractdifferentlyaboutyourbrand?
(e.g.tostimulatetrialofnewProductLineXandbecomeadvocatesofKim’sLuxuryCosmetics)
Howdoyouproposetodothisthroughyourcontent?
(e.g.byprovidingherwithcredible,scientificskincarecontentthathelpshergetonwithherlifewithconfidence.)

3. DEVELOPYourcontentstrategy
BuildingasuccessfulpresenceonYouTuberequiresrequiresthinkingbeyondasingleviralhit,andcommittingtoa
viablelong-termprogrammingstrategy.Thefirststepinthatprocessistoidentifythecontentyouaregoingto
delivertoyourtargetaudience,fromalways-onHygienecontenttotent-poleHeromoments.
HERO
HUB
HYGIENEWhatisyouraudienceactivelysearchingaboutyourbrandorindustry?Whatcanserveasyour365-day-relevant,always-on,PULL
programmingstrategy(e.g.producttutorials,how-tos,walkarounds,etc.)?Note:Usesearchtomakeyourcontentdiscoverable.
Whatconsumerpassionpointsorinterestsdoyouwanttodelivercontentabout?Note:Thisisoftenstaggeredthroughouttheyear.
Youmayputtargetedpromotionbehindthis.(e.g.verticalizedcontent,specialinterests,etc.)
WhatcontentdoyouwanttoPUSHtoabig,broadaudience?WhatwouldbeyourSuperBowlmoment?
Note:Thisistypicallycampaignorlaunch-basedcontent.AbrandsmayhaveonlyafewHeromomentsinayear.Largepromotionalinvestmentisinvolved.
HERO1HERO2
TIMING:TIMING:
HUB1
TIMING:
HUB2
TIMING:
HUB3
TIMING:
HUB4
TIMING:
Listalltypesofhygienecontent:
12monthcalendar

4. YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will

5. SHOW TITLE #1:
Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes
1. Shareable?
Are you confident there will be a high potential for
sharing this content?
Yes / No
2. Conversational?
Is there an element of the videos that directly
addresses the audience?
Yes / No
3. Interactive?
Is there a way to involve the audience in how the
show is created?
Yes / No
4. Consistent?
Does the show have strong recurring elements
or schedule?
Yes / No
5. Targeted?
Is the audience clearly defined?
Yes / No
6. Sustainable?
If the audience loves it, are you able to create
more of it?
Yes / No
7. Discoverable?
Will the videos show up in trending or
common searches?
Yes / No
8. Accessible?
Can every episode be fully appreciated by a new
viewer without needing prior context?
Yes / No
9. Collaborate-able?
Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?
Is the content inspired and true to the brand?
Yes / No

6. YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will

7. SHOW TITLE #2:
Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes
1. Shareable?
Are you confident there will be a high potential for
sharing this content?
Yes / No
2. Conversational?
Is there an element of the videos that directly
addresses the audience?
Yes / No
3. Interactive?
Is there a way to involve the audience in how the
show is created?
Yes / No
4. Consistent?
Does the show have strong recurring elements
or schedule?
Yes / No
5. Targeted?
Is the audience clearly defined?
Yes / No
6. Sustainable?
If the audience loves it, are you able to create
more of it?
Yes / No
7. Discoverable?
Will the videos show up in trending or
common searches?
Yes / No
8. Accessible?
Can every episode be fully appreciated by a new
viewer without needing prior context?
Yes / No
9. Collaborate-able?
Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?
Is the content inspired and true to the brand?
Yes / No

8. YouTube Creative Strategy
BRAND:
CHANNEL: youtube.com/
CENTRAL VALUE FOR VIEWERS: (choose one)
▢ Entertainment
▢ Inspiration
▢ Education
ELEVATOR PITCH FOR NEW SERIES: The series will

9. SHOW TITLE #3:
Concept:
Target Audience:
Frequency: _________ videos per ▢ day ▢ week ▢ month
Is the show idea... Answer Notes
1. Shareable?
Are you confident there will be a high potential for
sharing this content?
Yes / No
2. Conversational?
Is there an element of the videos that directly
addresses the audience?
Yes / No
3. Interactive?
Is there a way to involve the audience in how the
show is created?
Yes / No
4. Consistent?
Does the show have strong recurring elements
or schedule?
Yes / No
5. Targeted?
Is the audience clearly defined?
Yes / No
6. Sustainable?
If the audience loves it, are you able to create
more of it?
Yes / No
7. Discoverable?
Will the videos show up in trending or
common searches?
Yes / No
8. Accessible?
Can every episode be fully appreciated by a new
viewer without needing prior context?
Yes / No
9. Collaborate-able?
Is there room to feature guests on a regular basis?
Yes / No
10. Authentic?
Is the content inspired and true to the brand?
Yes / No

10. your
HERO
moment
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