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I'd actually recommend checking out the Moz Keyword Difficulty Tool, and the Full SERP Analysis Report it can generate. That can give you a breakdown of the factors that are most likely helping the top 10 sites for a given keyword rank, which can in turn help you work out what you'll need to do. Cyrus Shepard made a great video on it here.

Umar has a great list. I still use Microsoft Movie Maker. It doesn't have many tools/effects some of the competitors have, but easy to use. For filming we use a Canon Rebel SLR camera and we get decent results. Here some tips. We also use Fiverr to create some custom intro's.