Our Video Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you create an effective video marketing plan and produce engaging video content to support your marketing goals.

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 oppor-
tunity; 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, down-
load, view and process video files
Focuses on hosting & streaming and
video distribution & sharing capabili-
ties; Utilizes content management &
basic analytics to improve marketing
activities
Expects hosting, sharing and manage-
ment 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 audi-
ence’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 plan-
ning, 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 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
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

28. © Demand Metric Research Corporation.
All Rights Reserved.
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