Table of Contents
Part I: Getting Started with YouTube Channels
Part II: Making Good Videos and Not Making Bad Videos
Part III: Growing and Knowing Your Audience
Part IV: YouTube Channels Are Serious Business
Part I: Getting Started With YouTube Channels
Chapter 1: Making a Home on YouTube
The YouTube Phenomenon – Why You Need To Be on YouTube
Incorporating YouTube into your business and marketing plans
Seeing What Makes a YouTube Channel Unique
Managing Channels for Fun and/or Profit
Chapter 2: The Basics of YouTube
Working with a YouTube Account
Logging on to your YouTube account
Verifying Your YouTube Channel
Setting Up a Custom Channel URL
Joining the YouTube Partner Program
Chapter 3: Building Your Channel from the Ground Up
The Subscriptions Sections link
Customizing and Branding Your Channel
Part II: Making Good Videos and Not Making Bad Videos
Chapter 4: What Makes a Good Video a Good Video?
Picking the Right Camera for Your Needs
Knowing What Makes a Good Video
Mastering the Genres in Your YouTube Videos
Making tutorial and how-to videos
Let's play (and make) gaming videos
Viral Videos versus Evergreen Content
Chapter 5: Making Plans Both Large and Small
Establishing Your Channel's Mission
Being different, being valuable, being authentic
Surveying the YouTube landscape
Understanding Your Target Audience
Going narrow versus going broad
Knowing why your audience matters
Finding out the nitty-gritty about your audience
Planning an Outstanding YouTube Channel
Recognizing that content includes video and more
Delivering content consistently
Going live for more engagement
Chapter 6: Acquiring the Tools of the Trade
Checking Out Your Camera Options
Working through the (camera) basics
Chapter 7: Putting It All Together to Capture Some Video
Completing your checklists and “shoot sack”
Planning a realistic shooting schedule
Practicing good habits before a shot
Shooting a Great-Looking Video
Composing and dividing the screen
Moving and grooving the camera
Shooting extra footage and B-roll
Capturing the perfect take — several times
Practicing diction and dialects
Chapter 8: Fixing It in Post: The Edit
Where to Get Started with Editing
Handling file formats, resolution, and conversion
Adding built-in music in video editing tools
Incorporating stock music libraries
Adding Voiceover and Sound Effects
Chapter 9: Preparing for Upload Day
Preparing Your Channel for Uploads
Checking your YouTube account hygiene
Maximizing the options for accounts in good standing
Going public about YouTube privacy
Entering information about your video
Publishing and Unpublishing Videos
Part III: Growing and Knowing Your Audience
Chapter 10: Building Your Audience
Deciphering audience evolution
Determining what you want your audience to do
Appreciating the importance of community
Understanding Subscribers and Their Value
Convincing viewers to subscribe
Specifying how subscribers get updates
Setting the channel feed and privacy levels
Treating subscribers and nonsubscribers differently
Setting up your channel for comments
Reacting to inappropriate comments
Configuring Community Settings
Exploring the annotation types
Specifying an annotation target
Getting creative with annotations
Capturing the Captioning Opportunity
Adding subtitles and closed captions
Having viewers contribute subtitles and closed captions
Chapter 11: Knowing Your Audience
Getting Started with YouTube Analytics
Reading YouTube Analytics reports
Breaking down the report components
Seeing which content is the most popular
Determining whether viewers are watching or leaving
Seeing where viewers find your content
Finding out where (and how) viewers watch your content
Making Sure Your Audience Is Engaged
Going In-Depth on Annotation Analytics
Understanding annotation lingo
Getting your annotation metrics
Seeing whether your annotation are working
Part IV: YouTube Channels Are Serious Business
Chapter 12: How and Why Businesses Use YouTube
Understanding Video and Business
It's all about video marketing
Brand decisions are made on YouTube
Understanding Your YouTube Business Components
Community and content creators
Integrating YouTube with Other Campaigns
YouTube isn't television (or cable)
Chapter 13: Expanding Your Audience through YouTube Advertising
Understanding YouTube Advertising
Recognizing the importance of ad policy
Linking your AdWords account and YouTube channel
Configuring more narrow targeting
Navigating the AdWords for Video Page
Exploring the Campaign navigation menu
Looking at your campaign details
Setting Up a YouTube Ad Campaign
Selecting bidding and your target audience
Looking at campaign information
Creating a Call-to-Action Overlay
Chapter 14: Mining the YouTube Goldmine
Setting up YouTube monetization
Linking your channel with AdSense
Creating your AdSense account for YouTube
Setting up AdSense monetization
Analyzing Ad Performance with YouTube Analytics
Getting your YouTube ad information
Seeing which metrics are offered
Determining your estimating earnings
Reconciling AdSense earnings data with YouTube Analytics
Adding AdSense controls and reporting
Making Monetization Adjustments
Looking at key ad-serving metrics
Managing monetizable ad inventory
Chapter 15: Ten Key Steps to Improving YouTube Search Results
Optimizing Thumbnails for Viewer Session Time
Chapter 16: Ten Things to Know About Copyright
Remember Who Owns the Copyright
Attribution Does Not Absolve a Copyright Violation
The Profit Motive Is Irrelevant
Getting Permission for Using Copyrighted Material
Don't Let Copyright Issues on YouTube Lead to a Strikeout
YouTube's Robots Are Good at Finding Copyright Infringements
Copyright Is Not Forever, But It's Likely Forever Enough for YouTube