Social Video, Trends & Insights, Video Marketing

How to structure your team for video in 2019: 4 tips for marketing directors

By Erik Mathes | May 7, 2019


Having a content marketing team structure that’s conducive to implementing video into a regular part of your workflow is crucial in 2019. The power is video is clear; there’s something extra special about moving images and putting a face to a voice that can deepen connection more than plain copy and images. So how can you set your marketing team structure up in a way that gets your company high-quality video content created on the constant? Read on and we’ll show you the way.

Empower your entire content marketing team to generate ideas and make key decisions

Old-school marketing directors may prefer all the big ideas coming from the top. But in the days of video reigning supreme, smart content marketing teams know that great ideas can emerge from people in any role, at any stage of their career. That’s why it’s so vital to encourage ideation throughout your entire marketing team structure.

From startups with lean content marketing teams to larger companies with entire departments for niches like social media, copywriting, and SEO, your next remarkable campaign could very well be ignited by someone junior in your organization.

If you’re part of a larger organization, Adhere Creative suggests creating project-specific teams where you combine experts from different departments and give everyone an equal chance to contribute their ideas. Doing so streamlines productivity since it eliminates the step of having each person go through their team-leads to get approval for things, while aligning key members across different disciplines in a timely fashion.

Whatever the size of your content marketing team, it’s vital to explain the process for submitting ideas to keep things organized and to ensure that each suggestion is actionable and on-point.

Provide tools and templates that make video creation simple for everyone

To make video production a regular part of your marketing process, you’ll want to constantly be sourcing outlines, scripts, b-roll footage, and more from your content marketing team. That’s where having templates for how to submit these video assets comes into play.

Creating documents that can be referenced repeatedly by your content marketing team that explain the proper way to submit these assets will save you from immeasurable frustration when trying to manage a multitude of videos. Your templates should contain the exact guidelines for submitting asset types, such as file size and type, plus identifying information related to it, like a short explanation, the length of the clip (if b-roll), and the project it relates to.

You should also invest in tools that make it simple for your everyone across your marketing team structure to create videos, no matter their role. Drag-and-drop video creation platforms like Wibbitz enable anyone on your content marketing team to make videos with no specialized skills needed, leveling the playing field for organizations of all sizes.

Delegate video project tasks for structured collaboration across the marketing team structure

Even if everyone is given the freedom to submit ideas for videos, there still needs to be order within the team when it comes to executing on these projects. With that in mind, take the approach of structured collaboration to maintain creativity across the marketing team structure, while still keeping it nimble enough to get tasks done quickly.

The content manager

Your content manager handles each piece of video content like a project. They’ll be the one who sets the strategic direction, timeline, and specs for the deliverables. On top of that, they’ll organize frequent check-ins with the rest of the stakeholders on each project – designers, most importantly – to ensure everything is moving along.

With video, each project typically contains an array of files, and smart teams will create multiple versions of the same project to best accommodate the dimensions and viewing habits on different channels. Having an organizational system to manage everything, and effectively communicating it to the rest of the team, is the most crucial job of the content manager.

The social media manager

If you have a separate specialist managing your social media channels, be sure to bring them into the fold for collaboration and ensuring your project meets the best practices of each platform they post on.

While the content manager should dictate the subject matter, the social manager should decide what form it takes. Ideate with your social media manager at the start of each project to discuss how the video will be used on each channel, and how projects can potentially piggyback off of currently viral hashtags and trends.

The video producer/editor

Depending on the leanness of your content marketing team, the people who produce and edit your videos may very be in one of the positions we just profiled. Every content marketing team is different, and some may rely on the hard work of less than a handful of talent.

That means the work of producing and editing videos can and should be taken up by as many team members as possible. Having more people get comfortable using a camera (smartphone or otherwise) and more employee faces appear on video for your company will go a long way, and the best on-camera personalities can come from any role within your marketing team structure. At Wibbitz, our social media manager produces the majority of our video content.

By giving everyone an opportunity to create and edit videos, you’ll only boost the skill and productivity level of your content marketing team.

Document the campaign workflow within your marketing team structure

Lastly, you’ll benefit greatly by documenting the workflow for your video campaigns. That way, every person on the content marketing team will know their role, from brainstorming to publishing.

We already discussed giving everyone the chance to contribute structured, actionable ideas in a format provided by the content manager. After the brainstorm session, the content manager is responsible for selecting the idea the team will move forward with.

Next, the content manager or social media manager will define the project specs, and a design meeting will be scheduled. There, the content manager, social media manager, producer, and designer will converge to discuss the project overview and the assets needed.

Once briefed, the producer and designer will get to work on the execution of the project, bringing it to the content manager for feedback and final approval. From there, the video gets published by the social media manager under the direction of the content manager, and the team can enjoy the fruits of their effort.

Cultivating a culture of experimentation and fast iteration within this structured workflow will help keep your team’s morale high and their efforts strong.

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Erik Mathes

Content Marketing Strategist

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