How to Market, Sell and Repurpose Your Video Content

Slides from a recent presentation I did at Bill Gentile’s Video Journalism Workshop held in Washington DC. My presentation is on what do you do after you have made a video story, or short documentary and want to expand its reach to the world.

We also broadcast this presentation live using Google Hangout On Air and recorded it on YouTube. Hangout On Air is a fantastic way to record your presentation or meeting or events and broadcast them to the world. And it is basically free to use.

Bruce Speaks to Thailand with the Video Workshop

I recently gave a presentation to students in Thailand over Skype for the Video Workshop with Bill Gentile, I talked about what you do after you have produced a video. This information also applies to your book. What do you do after you have published your book, how can you make more money with it, get more exposure, build more awareness. I am a co-producer of the online version of the Video Workshop with Bill Gentile and a regular participant in the live workshops, which are now held around the world. It was a great experience, my first with a translator. Bill produced a short piece on the session.

Bill Gentile wrote this about the experience and the talk
BANGKOK, Thailand, 15 December 2014 – So you’ve finished your video. Now, what do you do with it? How do you get it out there, in front of people, so it can have an impact? To answer these questions, I Skyped designer and Internet marketer Bruce Jones into the third day of our workshop in Bangkok.

Bruce attended my first ever Video Workshop in 2008. And we’ve collaborated ever since. He’s been a regular participant in my Video Workshops, either in person or via Skype. He produced my Essential Video Journalism Field Manual. He helped produce our ONLINE Video Workshops. He’s a trusted colleague and friend.

His participation in this most recent event was a highlight for all. Participants loved the information Bruce brought to the table. He helped me answer students’ questions about what they do with their videos once they are finished making them. This video is just a snapshot of the kind of material that Bruce covered.

On the last day of the workshop I showed students the Internet presence that I had built, in accordance with much of what Bruce discussed during our workshop. It was because of that Internet presence that the Thai Broadcast Journalists Association had found me on the Internet and asked me to come to Thailand in the first place. So the system really works.

This last workshop was a deeply gratifying experience. Students learned a new language. The visual storytelling language is universal. They learned how to make powerful, compelling videos. They learned how to Raise Their Voices with those videos. And they learned how to be heard, to have an impact, and to promote change.

They learned how to establish their presence on the Internet, using the videos they produced during our event. And they learned how to create community, to connect with other communities, to cultivate these communities, and to join the international dialogue about issues that are important to them, their families, their communities and the country they live in.
This is what I teach in my ONLINE Video Journalism Workshops (see and in my LIVE workshops (see

Teaching Students in Thailand for the Video Workshop with Bill Gentile

I had a great session recently delivering my presentation on what do you do after you have made a video and how to get exposure for your content and yourself for the Video Journalism Workshop that I am a part of. The presentation is called Market • Sell • Re-purpose. I did the presentation over Skype and with a translator for the journalism professionals in Bangkok, Thailand attending the workshop. This is my first time using a translator and you really have to think as you deliver your content. You need to be clear and concise. It all went well and the students asked great questions.

Teaching students in Bangkok, Thailand over Skype for the Video Journalism Workshop with Bill Gentile

Teaching students in Bangkok, Thailand over Skype for the Video Journalism Workshop with Bill Gentile

   Terrific job. The students were totally engaged, most of them taking notes the whole time, some with your web site on their computer screens. Really good stuff. You’ve taken them, and this workshop, to another level.

Your presentation was ordered and concise. Your answers were comprehensive and convincing. Beautiful work. Thanks so much.
– Bill Gentile


To learn more about the Video Journalism Workshop Online or Live programs with Bill Gentile please visit

Marketing, Selling and Repurposing Your Video Content.

I recently gave a talk at Bill Gentile’s Video Workshop in Washington DC on what do you do after you have made a documentary video. How can you make money with it, how can you take the content further.


The Traditional Ways of Distributing Your Film and Video Content
•    Documentary film festivals
•    Submit for awards
•    Pitch and sell to a network
•    Grass roots showings, small theaters or house party screenings
•    Education Licensing, school, libraries and universities, include a study guide

Web Based Marketing
•    YouTube and Vimeo
•    Social Media, FaceBook,Twitter-Vine, Instagram, KickStarter
•    Mailing Lists
•    Websites/Blogs
•    Product Launches, Jeff Walker, Product Launch Formula

Build Your Platform
•    Email List
•    Social Media Followers
•    People Who Buy Your Products
•    People Who Come to Your Events

Ideally you should start the marketing of your film before you start writing it. This usually entails building your filmmaker platform. A platform is essential for being an independent filmmaker. Your platform is your followers, people on your email list, your Facebook page. People that come to your events. Anyone that is connected to you in anyway. Some of your connections are stronger than others such as your email list. Your Twitter followers are connected but aren’t particularly strong. These are the people that will buy and watch your films. If you are really paying attention to building your platform, you should start the process the day you start working on your projects.

In reality very few do this. Most filmmakers finish their projects and then wonder how do I get it shown and then sell it. Or they are at the beginning of a project with a big pile of research and marketing is just not in their agenda.

In this section I will cover some basic simple steps you can take that will help give your films some notice.


10 Tips for Marketing Your Film
1. Set up a producer/film blog/website,  a home port for your projects
The goal is to set up a central site for you and your films, lead people here and then link them back out to the sites you are using for distribution. Think of it like a wagon wheel.  The film blog/website is at the center and all of your marketing efforts are around the edge. This can be pretty easily done using a blog.

Google’s Blogger site will work very well. You can also use WordPress or Tumbler. There are many WordPress Templates available. Try to pick a relevant URL
– Have a general blogging page for posting about your film and what you are doing, keep fans up to date throughout the process.
– An about producer/filmmaker bio page, include quotes, contact info
– Project info page, trailer, maybe some key scenes, synopsis, specs, who is in the film, where to get it.
– Press/media page with images and sample bios and film descriptions. Descriptions and bios should be different lengths for different kinds of needs. Include sample questions for interviews
– Set up a resource page about your equipment, research, anything that might be useful to your fans.
– Opt-in form for collecting emails to build a mailing list.
– Sales Page, Have a BUY NOW button.

2. Build a mailing list using a sign-up box on your blog or website, give away part of your film, or make a short book on the project, or some other support material to help capture a name.
• Aweber – has auto-responders, very use, lot flexibility
• MailChimp –first 2,000 subscribers are free, no auto-responders

3. Produce a library of promotional content, jpg images of the film poster, 6” 4” 2” 300dpi and 72dpi. Make some stills of key sections to have at your ready for promotion. Come up with a standard filmmaker bio and film description text ready to go for a story or interview. Have several different lengths, 140 characters, 100 words, 500 words. If you are doing an interview send the bio and storylines to the interviewer. Also prepare some sample questions for the interviewer that you can easily answer. Make sure the branding all matches

4. Build out your social media presence, set up pages on the popular social media sites, FaceBook, Pinterest, Linkedin, Google+, Twitter and Instagram, be sure to crosslink between sites, with your sales site and your film/producer website. Post stills and videos on all these sites. A key task here is to make sure you have filled in all the contact info, description and any other boxes for every site you use. Be consistent with the names and numbers. Also have clear paths of contact for you and for how to buy your DVD or the site where you are streaming your video. Engage with your audiences, have two way conversations.

5. Setup your YouTube Channel and make a YouTube film trailer video for your project. How about a behind the scenes, people love watching these. Hosts interviews and scenes that didn’t make it into the film. When you post them have clear links to the sites that are distributing your film and for additional info about you. Have a call to action

Optimize Your YouTube videos a, add live http links, healthy descriptions, keywords and calls to action. Make an effective channel page. YouTube is the #2 search engine, make it work for you.

6. Put together a good press release, Include project descriptions, key people with short bios, release dates and any awards, very important-include your contact info and website, links for photos and trailer.

7. Rewrite all of your bios to include your project. “Bruce Jones, producer of the film “The Hills of Sample, Sample”, is a Boston based . . .” A finished project that is distributing changes how you present yourself, take advantage of it. Add your project title, and a link to your film sites, to your email signature line. Where ever your email goes it goes.

8. If you have a list or newsletter or any regular mailing, let people know your film is coming out or it is available and how to find it.

9. Add a picture of your poster or DVD to your business card, or at least put the name of it on your card.

10. Contact your local newspaper or other press organizations about your project. Maybe a trade publication for an industry group you are in.

Slides from the presentation

Additional Marketing Ideas
11. Set up a film launch either locally or on-line. Run a virtual film tour with other websites and blogs. Start early building these relationships

12. If you are distributing and selling on Amazon fill out your Amazon Author Central page, connect your blog and add this page address to other websites where you are marketing.

13. Make some selfie pictures or have a photographer take bio pictures of you with your poster. Hold your poster or DVD case up, be proud, tie it to you.

14. Make up a pdf one sheet about the project, be sure to include the basic story, images from the film, add a filmmaker bio and add a page with an ad for the film with a direct web link to the sales page.

Resources lists, additional info, behind the scenes of how the film was written or additional experiences about the journey you went through, also work very well to get people to sign up to your mailing list.

15. Customer images on your Amazon sales page. Anyone can upload images to Amazon on the sales page that relate to the DVD. This is a great way to highlight shots from inside your film. You can add a lot of keywords and descriptive text to these images.

Filmmaker Blog
Filmmaker blogs or websites are a great way to promote your documentary. It gives you a central place to write about and highlight everything about the project. You can have excerpts, bios, resources, press material, everything you need to connect to your fans and readers. It is a central place to connect and contribute to your community.

You can blog out your project scene by scene or at least post sections or images from your film. This can be a very effective way to bring traffic to your site. Have a picture on the side of the DVD cover or poster and link it to the Amazon or wherever streaming sales page.

A producer blog should have the following components
•     Blog page for new posts and updating your fans
•     About Page, Filmmaker bio with contact info, and images
•     Project descriptions and links to sites for purchasing or showing of the film
•     Press Page with you and your crew photos, film poster photos-different sizes-ready for downloading, different length film descriptions and bios. The press page should also include interview questions to help out a reporter
•     Videos, film trailer, interviews with the key players
•     A picture of the film poster on the side of the blog that links to the sales page, BUY NOW
•     Opt-in box for your email list with some kind of free give away-lead magnet, the story of the making, book of images from the film, access to extended sections of the film, and resources.  Aweber, MailChimp,
•     Resources page related to the film
•     Calendar of events of places that you might be appearing at or showings of the film

Start connecting with other filmmakers that you like and as you get close to your launch set up a Virtual Film Festival. Each filmmaker in your networks writes a short article about your film and sends it out to their followers. These articles also make great blog content. Connect yourself with these filmmakers and cross promote your work. Google+ is very good for this

You can also run a “meet the filmmaker event on Facebook.” Post an extend excerpt for the event and then be there to answer questions. You can also run film festivals this way with other filmmakers.

Basic Tools
There are many tools that you can use to market your films. The sites listed below are just some of the popular ones.

Marketing Tools, Sites, Blog, Social Media
Google Blogger, WordPress blog, Tumbler, website
YouTube, Google+, FaceBook, Pinterest, Twitter, Linkedin

Mailing List Program for Collecting Email Names
Aweber, MailChimp, Constant Contact, Lead Pages

Selling Your Content
There are a number of ways to sell your film on-line. There are many sites that can stream your film on including Vimeo, for pay. I am going to just focus on two for this talk, and

Web Based Selling
•    YouTube and Vimeo Pro
•    Video on Demand,
– Amazon’s Create Space, video-on-demand, streaming
– Vimeo Pro
•    iTunes
•, YouTube connection
•    DVD Distribution, either yourself or using Amazon CreateSpace print on demand
•    Watch the streaming video on demand rights to your film
•    Important to build your email list and
CreateSpace is the print-on-demand side of Amazon. Not only do they do books but they also distribute print-on-demand DVDs on Amazon. Use the power of Amazon to distribute you film.

CreateSpace can also stream your video through Amazon.

Basically you just send them a copy of your DVD, the cover artwork, fill out the descriptions and filmmaker info and you are ready to go. Use your blog and other marketing efforts to drive traffic up to Amazon for buying. Amazon distributes content worldwide.
Gumroad is an ecommerce platform that allows you to upload basically any electronic file and sell it, including a pdf, zip files, and mp4s. Gumroad takes care of all the ecommerce and downloading or streaming of the files. The charge is 5% + $.25. Gumroad has a number of selling options including pay what your want, discounts, and bundling of different kinds of media.

Gumroad also has a relationship with Youtube that allows for direct links from the surface of the video. This allows you to run video trailers, interviews, behind the scenes videos, etc. on Youtube and then offer a a direct link to the sales platform for selling the final product.

They also allows you to offer packages of lets say the video, with a book, support materials, behind the scenes videos, etc. all in one package.

Re-Purpose Your Content

Repurpose Your Film Content for Additional $ Opportunities
You have finished your documentary and it is published and selling. Congratulations! Now what? Well first is to keep up the promotional activities across all your social media and blog sites. Keep posting your progress and accomplishments on your blog. Talk about your film on Facebook, Pinterest, Twitter, etc.

What you have created with your documentary is one set of content. At the moment it is in video form, but it can be so much more. Take the audio track and produce podcasts with it, sell the on iTunes. Depending on the length it is one file or several. The average commute in the US is about 27 minutes, make your pieces work around the 20 minute length. This is a great way to bring in extended interviews or behind the scenes tales

Connect with and Audible and you can sell it on Amazon as an audio file. Turn the film into chapters.

If you are putting together stories about the making of the film you can use Audacity. Audacity is a free recording and editing software for making podcasts or audio books. Audacity works on PC or Mac. To make an mp3 file you will also need to download a second piece of software but it is all pretty easy.

Take the audio files, transcribe them and make them into a book, add images from the film and you have a mini Ken Burns kind of project.

Depending on what kind of film you have produced, consider making a teacher workbook or discussion book that goes along with it. That would be cool. Education packages can sell for five to ten times the cost of the original film.

Or maybe you produced an informational film. Take it and create a PowerPoint presentation that gets uploaded on SlideShare and Linkedin. Take the PowerPoint and using Screenflow or Camtasia record it as a second video. Stream it on Amazon.

I hope you took photos of the areas that you went or the process of making the film, how about pulling them out and using them first off as content on your film blog. You can also use the art for calendars or mugs or all kinds of products at one of the print-on-demand products sites like or Take your images and create a children’s book version of your story.

It is all about repurposing your content. Create it once and use it over and over for different products.

All of this just emphasis the need for building your mailing list. More people you are connected to the more opportunities you have to sell your content.

Film Content Can be Turned into Any One of The Following Products:
• Physical Book
• E-Book/Kindle
• PDF book
• Workbook, worksheets, teacher lessons, study guide, educational material
• Audio recording of the film, mp3
• Audio program or course built around the film
• PowerPoint presentations
• Record the PowerPoint presentation and make a new video, preview on YouTube, link back to your sales site
• Annotated versions, director cuts, behind the scenes
• Webinar. Use some of these other products as a bonus or sell Seminars
• Google Hangout with other filmmakers or experts to discuss the film or topic
• Interviews and guest blog posts around your topic
• Video training courses around your topic.
• Cheat sheets, assessments, how-to sheets
• Take the photos or illustrations and make a picture book, children’s book
• Take the illustrations or photos and use the art on sites such as and for products like t-shirts, mugs, clocks, pillows, etc.
• Use as content to start a monthly membership site or newsletter
• Resell the content for Private Label Rights or stock
• Film content can easily become blog posts or podcasts
• Build a resource guide to go with the film, readers love resource lists
• Break your film into sections and sell it as a series.
• Produce a course or workshop from the material,
• Use for consulting and lead generation for speaking opportunities
• Blog content.

Sites to Use for Creating Additional Products 

Gift and Apparel Producers. On Demand Manufacturing:
• CafePress.
• Zazzle.
• Spreadshirt.
• Printfection.

Sites for Creating and Selling Physical Audio, Video, and Print-On Demand Products
• CreateSpace, they are more than just books,
• Speaker Fulfillment Services.
• and
•, perfect for selling digital products.


• Udemy.

Great ideas for re-purposing your content

50+ Places To Repurpose Your Content: The Ultimate Guide

Distributing Your Film

Download My Sell Your Movie Checklist

Online Film Distribution 101 – Download or Stream Your Movie

How to Make a Book Trailer Video with Your Smartphone

Learn how to make a book trailer video using your smartphone, iPhone, Android phone, iPad or any device that will record video and that connect to the web. In this video I take you through the easy steps. Your book trailer video should cover 4 basic topics and be 1 to 2 minutes long:

1. Who you are, you name
2. What you have got, the name of the book
3. What the book will do for you and what you will learn, use your Table of Contents to come up with your list of key points
4. What you want the viewer to do next, buy your book on, go to your website, give them a call to action.

Smart phone work great for making nice simple, one take video book trailers. The quality is great and if you record in a quiet place the audio will be just fine. You can always improve later but smart phones work very well for this purpose. The key is use the device that is in your pocket.

Key point for quality is to make your smartphone nice and stable, use a small tripod from a store such as Radio Shack or from a site like Also turn off any radios or fans that might make extra noise.

To help you out I put together a couple of handouts that you can pick up at, just subscribe to our email list. Signup is over on the right, includes:

• Fast Start Video Tips, 12 tips for your YouTube Channel and Video
• Sample Video Scripts

Bruce Jones is the author of How to Publish Your Book, A Beginners Guide for Digital, Print, and eBooks, Available at–Books/dp/1497409802/

Caddiebuddy available at

Tripod was a Targus 7″ Tripod & Mount, Universal Portable Mount for SmartPhones, bought at Radio Shack, there are lots at also

Creating Simple Promotional Videos Using Your Smartphone

This past Wednesday the Boston Internet Marketing Meetup held a meetup on how to make simple promotional videos using your smartphone or whatever camera you have in your pocket. We had a great session and our goal was to have at least 5 participants make a simple video using a basic formula based off of the Frank Kern marketing model.

This is who I am
This is what I have got or offer
This is what it will do
This is what I want you to do next.

It was a lot of fun and we had some learning. One of our regular participants, Tom Beach of, offered to video tape the session which was super cool. Also check out our previous post for the free pdf handout of 12 Tips for setting up your YouTube Channel and your video.

Be sure to sign up over on the right for additional marketing handouts and information.

By Bruce Jones

Fast Start Video, 12 Tips for Setting Up Your YouTube Channel and Videos

I am one of the co-directors of the Boston Internet Marketing Meetup #BIMM and we recently did a presentation on how to make simple promotional videos using the phone in your pocket, usually a smartphone. The presentation went great and was a lot of fun. Along with the other members of the team, Lew Sabbag, Keith Spiro and Andrew Penziner we demonstrated the production of two quick promo videos. Keith did a general intro video and I did one on my new book “How to Publish Your Book, A Beginners Guide”. Each member talked about different aspects to about 20 participants. Lots of questions, and we had 5 people take us up on our offer to make a video.

In all our presentations we always try to have some kind of handout with the key points of the event. For this event I put together some key video production pointers, plus a section on how to set up your YouTube Channel and your video. I would love you to have the handout, Fast Start Video Handout.

Fast Start Video, 12 Tips for Setting Up Your YouTube Channel and Videos, click the link above to download a pdf

Fast Start Video, 12 Tips for Setting Up Your YouTube Channel and Videos, click the link above to download a pdf

Sample Video ScriptOur second handout from the session was a sheet with a couple of sample scripts that you can use to create your promotional or book trailer video. The scripts are based on answering 4 statements.
1. Who I am.
2. This is what I have got.
3. This is what it will do for you.
4. This is what I want you to do next.
Download here, BIMM Sample Video Scripts


Here is the  video that I produced using an iPhone and the YouTube Capture app that records and uploads your video right to your YouTube channel

To receive more of my marketing handouts please sign-up for my weekly newsletter and resource guides over on the right. Be sure to see my new book on How To Publish, click here to learn more about the book

Building a Marketing Platform for Promoting Your Book

By Bruce Jones: I had a nice question come in about how much time do I spend on the marketing side of my publishing business. I will doing a much more extensive post on this topic but for moment I thought I would answer this questions.

Question: How much overall effort every week (how much time are you spending each week) to promoting?

Answer: Bruce Jones

Thank you for your question. Different books get different amounts of efforts. My music books get an entire website. Take a look at  I took my main book and set up a web page for each of the pages of the book. I then give away that graphic and drop ads around it. Most people don’t buy they just look so I reward people for coming to the site and then give them the opportunity to buy. I also drop music pages into Pinterest and a video for each book on YouTube. It took a while to set this all up, but now I don’t do that much. Maybe .5-1 hr a week. I need to do more and am starting to.

Originally it a couple of months to set each site up. But my plan was to make them flexible enough so that I could add additional books without to much effort. I built my Dreamweaver /website building knowledge watching YouTube videos. If you want the easiest way to build a website for promoting your books I would set up a blog using the Google Blogger platform. It is free and you can have a blog up in about 5 minutes. I have had many little blogs like this for my books or other things. They are really small websites wrapped into a blog.  Blogger works great for doing this.

I use the content from the books for my blog posts. If you aren’t doing Kindle Select you can use your content however you want. The Kindle Select program just wants you to have original copy only on Amazon while the program is going on. On the blog have an About the Author page, maybe a Resource page, Video page, keep it simple. Have lots of images.

For the map books I did a lot more work. Again setting up a website and then driving traffic using book ads on the side. You can do this also with a blog so you wouldn’t have to do the programing. I give a lot away to pull in traffic. Again on the map site, it took a lot to set up but now maybe .5-1 hr a week. I am starting though to increase my efforts so I can get more sales. The map site also drives a lot of traffic to my pay map sites that have nothing to do with the books but basically sell the same maps in a different format.  I also drop in the coloring and some other books on the map site. I also try to do a quick video or two for each book.

managing your web, video, social mediasites

I would say I did a lot of work to set this all up and will most likely go back to a bit of work when I update but once it is up I don’t do all that much. On Pinterest I get a lot of notice for the music books in terms of repinning, the site also seems to get a lot of Pinterest traffic but I don’t seem to get notice of those.

I am a firm believer that to be a successful author these days you must work your web, email and social media sites. You can’t rely on Amazon to market your book until it becomes successful. You have to drive traffic to the books. All platforms are important, web, blogs, FaceBook, YouTube, social media, Pinterest, Twitter, email lists. Pick one for the home and then drive everything else there and then give a clear path to Amazon or  wherever you sell you books. If I had to pick I would say the websites are the best for traffic. Also keep the websites very simple and very open to Google. I don’t use any database or php driven sites. I just use straight html code. keep it as open as you can.

I would love to hear from you on how you market you books. Do your suggestions in the comment section. Also sign up for my new book on How To Publish Your Book where I cover these topics in more detail.


Interviewed by Selling Electrons Magazine and Daniel Hall

Had a cool experience today, I was interviewed by Daniel Hall of Selling Electrons Magazine on my publishing and making products efforts. We talked about the different books I have, re-purposing your content, print on demand and the changes that are going on today. It was a lot of fun. Check out the video below. We used Google Hangout to record and broadcast the interview. You can learn more about Daniel at Daniel Hall

Video Journalism Workshop #2: The Six-Shot System for Photographing a Story

In video #2 we will learn about the Video Journalism Workshop’s Six Shot System for capturing the images needed to tell a story

In Video 1 we talked about a methodology of deconstruction a story in the field and then reassembling it in your studio. In this video we will show you one of the techniques taught in the Online Video Journalism Workshop of how to capture images so you can tell compelling visual story

To tell stories with this methodology we need to learn how to visually deconstructing a story in the field. Break it down to all its components, film those elements and then when you are back in the editing studio and in post production you reconstructing it and send out to the world.

The Six Shot System
The Six Shot System is a technique, an approach to help you generate a sufficient number of compelling, coherent images to build a powerful visual story. It allows you to deconstruct a scene visually, analyze what needs to be shot so that you can shoot it and then have enough material to to re-construct the scene back at your studio in post-production. What we are producing are a series of Clips that will be combined in Sequences to build Scenes and then a Story.

1. Extreme Close Up- XCU
2. Close Up-CU
3. Medium Shot-MS
4. Wide Shot-WS
5. Over the Shoulder-OTS
6. Extra Wide Shot XWS

Each video snap shots should be 20 seconds each. We will make clips of images that move but we won’t be moving the camera. In the 20 second time frame we can be pretty sure that something or somebody will move in the frame and we can use this action as an edit point to move to the next clip.

This technique also works best when you are in a place where people are doing a repetitive action. Something that you can shoot many different ways.

To Learn More
The Video Journalism Workshop is a course on how to do this story telling technique and others, you can learn more at

Make sure you sign up for our free Tips and Tools pdf book

This video was produced using Google Hangout On Air pushed out through YouTube to a global audience. I highly recommend trying this method of producing videos and shows. It is quick and when you are done, you are done.