Segment and Personalise - A video strategy blueprint for 2014

In 2013 online video was still planned like TV: one expensive video, as much reach as possible, success measured in views. Phil Nottingham, video strategist at the London agency Distilled, argues that instead of one viral hit you need lots of smaller videos for specific audiences, each with a clear business goal.

You'll learn how to split video by three goals (brand awareness, links and shares, conversions), what content fits each and where to host it. Phil explains what you need for an in-house studio, why video built for links shouldn't go straight to YouTube or Vimeo, how to turn embeds on other sites into links, and why conversion videos belong only on your own site. He adds numbers from Distilled clients' channels and examples from Air New Zealand, REI, AO.com and Travelex.