Video Optimization and Marketing is an extremely hot topic given the ability to gain traction through video on services such as YouTube without the investment of thousands of dollars. We recently caught up with Greg Jarboe, the author of: YouTube and Video Marketing: An Hour A Day and during our chat with Greg, we got it his insight on his Video Marketing book.

[Manoj]: Talk to us about the target audience of YouTube and Video Marketing: An Hour a Day?

[Greg Jarboe]: This book is for veteran marketers. Internet marketers, search engine marketers, business marketers, sports marketers, event marketers, product marketers, and corporate marketers should read this book because they didn’t learn about video marketing in college—because there were no courses on this topic a couple of years ago—and their marketing jobs and marketing careers are rapidly being reshaped by YouTube.

This book is also for new YouTubers. Comedians, directors, gurus, musicians, partners, and politicians should read this book to learn how to market and promote their YouTube videos more effectively.

Finally, this book is for entrepreneurs. Do-it-yourselfers and small business owners should read this book to debunk popular myths and gain actionable insights from their YouTube and video marketing efforts.

[Manoj]: YouTube is the center of the video marketing universe, so how can users get on the right path of engaging the community?

[Greg Jarboe]: Chapter 7 of my book is entitled "Engage the YouTube Community." And to get on the right path of engaging the community, the first thing you need to do to is follow the YouTube Community Guidelines. For example, everyone hates spam. So, don’t create misleading descriptions, tags, titles, or thumbnails in order to increase views.

[Manoj]: What are your thoughts on Tube Mogul?

[Greg Jarboe]: I recommend using TubeMogul to distribute your videos to other sites in Chapter 6 of my book. And I recommend using TubeMogul to understand your audience, measure industry trends, and get rich metrics for your site's video player in Chapter 10.

[Manoj]: Chapter 9 discusses the concept of becoming a YouTube partner, what is the importance of this?

[Greg Jarboe]: YouTube’s Partner Program is a revenue-sharing program that allows creators and producers of original content to earn money from their videos on YouTube. You can earn revenue from relevant advertisements that run against your videos using Google’s proprietary technology. YouTube uses a variety of criteria to review applications, including the size of your audience, quality of content, and consistency with its Community Guidelines and Terms of Use. On December 10, 2008, Brian Stelter of the New York Times wrote an article entitled “YouTube Videos Pull in Real Money.” He wrote, “One year after YouTube, the online video powerhouse, invited members to become ‘partners’ and added advertising to their videos, the most successful users are earning six-figure incomes from the Web site.” Stelter interviewed Michael Buckley, the host of “What the Buck?” who said he was earning over $100,000 from YouTube advertisements.

[Manoj]: What metrics/indicators should users look at in order to best understand the performance of their Videos?

[Greg Jarboe]: Although it is useful to measure views and ratings, how many of these “outputs” do you need to make the cash register ring? In my book, I profiled half a dozen individuals and organizations that have used YouTube and video marketing to generate measurable “outcomes.” How did Barack Obama win the presidency of the United States? How did Monty Python increase sales of DVDs 23,000 percent? How did "Will It Blend?" deliver 700 percent increase in sales? How did Universal Music Group book $100 million in revenue? How did "What the Buck?" earn a hundred thousand dollars? How did Rob Zombie's Halloween finish #1 at the box office?

[Manoj]: If readers could takeaway only 2-3 things from the book, what would you want those things to be?

[Greg Jarboe]: Most readers will want to learn how video marketing works. But I hope they also learn why most new videos don't go viral. By looking closely at the successes and failures in a field that is less than five years old, readers can begin to understand what they can do to help millions of people discover, watch and share originally-created videos.

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