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Every day, new eye watering stats are released telling us all how much video content is being watched around the world, and how much more effective video is than other forms of media. So how do you make sure that it’s your content that people are watching and that it’s effective?

Creating maximum return on investment with online video is a finely tuned blend of strategy, content and technology. This course takes you through all of the steps required to put together a video strategy and implement it. 


  • Introduction to video
  • Creating a video strategy
  • Creating effective content
  • Targeting and distribution
  • Reporting and continuous improvement

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

Anybody who is currently using, or thinking of using, video to sell or raise awareness of a product, service or cause.

Course attendees might be: 

  • Corporate communications professionals
  • Heads of Digital
  • Senior marketers
  • Digital account directors
  • PR account directors
  • Video producers
  • Content publishers
  • Internal communications practitioners 

How will I benefit?

Upon completion of this course, you will have:

  • Been immersed in the world of video
  • Had the opportunity to ask questions and answer your own issues
  • Practical hands on experience of:
    • Creating an online video strategy
    • Creating a video brief
    • Optimising your own content
    • Developing your own creative
  • Had fun sharing ideas and experience with others

What will I learn?

The course covers:

  • Using YouTube and other online video platforms (OVPs)
  • Building an audience
  • Creating content targeted at your audience
  • Where video fits in a contemporary buying cycle
  • Paid, owned and earned media properties
  • Optimising your video content (SEO)
  • Media buying for online video
  • Online PR/Blogger outreach/social
  • Creative approaches and idea generation to stand out
  • Hints and tips on content creation
  • Content diversity
  • Creating and managing a channel
  • Targeting influencers
  • Testing content
  • Using analytics to inform new creative and strategy

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or +44 (0)207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.




Simon Crofts

Creative Director, Big Button

Simon is expert in developing strategy and creative - that has to date achieved over 40 million views – as well as understanding audiences and objectives, cleverly targeting and engaging them and then embedding key messages into the content; creating measurable ROI, such as increased web traffic (1,200% increase for one client) or sales; achieving results for clients, with hugely successful, measurable returns on campaigns (one project saved the NHS over £1.3M). 

He has worked on cross-platform projects for an impressive list of B2B and B2C clients all over the world, including global change comms projects, TV/cinema commercials, promo films and viral/social media projects. His career began in corporate communications at EDS, working alongside senior government officials on high profile communications projects. He co-founded one of the most successful production companies in the UK - ST16 (Televisual Corporate Top 50 No. 23, 2013) - before merging it with Big Button.

Simon is Creative Director at Big Button. This involves overseeing all of the creative output, conceiving and developing award winning content and developing team members to do the same. He has plenty of experience producing projects in the UK and around the globe including Europe, the USA and Central America. 

Simon has won a number of awards for his creative work, conceiving, writing and directing the Royal Television Society Award-winning ‘Speed Dating’ (with over 16 million views online) and the IVCA/New York Festival’s Gold-winning ‘Steamed Up’ social media campaigns. In 2014, he won a Cannes award for a film he wrote and directed for Lancashire County Council.

He was a Governor for three years and guest lecturer at Staffordshire University, and is a judge for the New York Film & Television Festival. He regularly addresses senior audiences at events and seminars, including the Streaming Media Europe Conference and SMW London, and is regarded as an expert in using video to effectively reach an audience and drive measurable results.

Tutor for: Video Marketing Strategy