How to Tell Brand Stories With Video – Sydney Levin

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Video is a powerful and increasingly important component of both editorial and content marketing strategies. Easily consumed and infinitely shareable, expertly executed video can take your business or organization to another level. This course examines the key components of creating videos that consumers love. Students will also learn about landing page best practices, working with production companies and the fundamentals of creating successful content in-house.

This course is for:

• creatives in both editorial and advertising positions looking to excel in the art of video storytelling
• journalists looking to apply their skills in the field of branded content
• media and publishers who are interested in starting up a branded content studio
• anyone who is interested in learning new skills that will propel him or her in brand marketing

In this course, you will:

• understand the ins and outs of native advertising and native video conception and production
• learn how native solutions can propel your business
• hear how T Brand Studio approaches native video
• learn clear approaches to developing native video
• understand how to generate a story that works for viewers and the brand

Portfolio Project

For this course, you will be given step-by-step guidance on how to respond to a Request for Proposal (RFP). In the end, you will have a proposal for a native video that hopefully matches the brand's values and ethos, while addressing all the needs expressed in the RFP. You will be able to submit your final proposal to T Brand Studio.

Course Curriculum

Welcome to the Course

• Course Introduction (1:39)
• Meet Your Instructor (2:51)
• Special Offer: Industry Talk Free Pass

Why Care About Video in Native Advertising?

• What Is T Brand Studio? (0:43)
• T Brand Studio Projects
• Why Care About Video? (1:00)
• Why Native Ads? (2:33)
• To Understand Native Video, You Must Understand Native Advertising (3:10)
• "WTF is Native Advertising?"
• Exercise: Quiz
• Reading | Resources

The T Brand Studio Approach to Native Video

• Authenticity (1:14)
• Storytelling (3:43)
• Visuals (1:42)
• Theme (1:59)
• Brand's Values and Ethos (2:31)
• Story Mining (2:48)
• Taking a Step Back (1:28)
• Exercise: Quiz

How Native Video Plays a Role in T Brand Posts

• Basic Types of Native Videos (0:49)
• Experience of a Native Video — Brandless (3:11)
• Experience of a Native Video — Branded (3:03)
• Exercise: Quiz (2:27)

Producing Native Video

• Docu-Style — How We Do It (1:14)
• Working With a Client (3:20)

The Pitch: Parts I, II, III

• Part I : What the Brand Wants (3:48)
• Part II: Finding the Story (0:57)
• Project Milestone 1 (1:04)
• RFP From Teef Shoes
• RFP Questionnaire — What to Look For
• How to Read an RFP
• Working Across Teams (2:43)
• Project Milestone 2 (0:18)
• Part III: Sharing With a Client (2:48)
• Project Milestone 3 (0:21)

The Brief

• Treatment and Casting (3:22)
• Treatment and Casting Brief Guidelines
• Timeline (2:00)
• Project Milestone 4 (0:37)

Best Practices

• Reviewing Best Approaches to Native Video (1:57)
• Measuring Success (1:23)
• Consistency (1:18)
• Journalistic Integrity (0:35)
• An Eye Toward Social (1:15)
• Project Milestone 5 (2:34)

Wrap Up

• Course Wrap Up (0:18)
• Course Survey
• Certificate of Completion

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