The pandemic has led to major marketing budget cuts for marketing teams around the globe. At the same time, with so many people now working from home or staying close to home to avoid exposure, demand for video content is at an all-time high.
The challenge for marketing teams: Find an affordable and scalable way to bring video content production in-house and to leverage existing resources to produce the same quality and quantity of content they were able to produce pre-COVID. With a growing need for video localization and personalized video to narrowly target key audiences, the ability to scale without driving up costs is critical.
That’s exactly what accounting firm Bennett Thrasher has done to create video on a budget. They leveraged Wibbitz to cost-effectively support an in-house video production team, and create compelling content that speaks to their clients across a variety of industries about what can be complex accounting concepts. With a lean marketing team, having access to reliable tools is a must-have, especially when creating personalized video on a budget or exploring video localization strategies.
Structuring your marketing team for video in 2021 is all about getting the most out of your marketing skills with limited resources—staff and budget. Here are 5 tips for marketing team leaders like yourself that are facing fewer resources, but greater demands, for video.
1. Delegate video project tasks for structured collaboration across the marketing team
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.
2. Think Multi-Purpose
When marketing directors think about how to create content for target audiences, they’re often thinking multi-channel. But they shouldn’t think multi-effort. Rather, multi-purpose should be the name of the game.
For instance, could content used for a blog post or news release be converted to a video format? Of course it could! That’s a great way to help extend the value of team members’ efforts while providing a wide range of formats to meet varied audience needs and preferences.
You likely have a large library of content that you’ve invested time and effort into creating—maximize the value of that content by using it for multiple purposes, especially video which we all know can be extremely compelling!
3. Create Once: Use Multiple Times
A single piece of communication collateral can take time to produce. When that same piece of collateral has potential to appeal to varied audiences, that time can be spread across multiple versions.
HubSpot, for instance, has a different Wibbitz Studio account for every language they need for their varied audiences—English, Spanish and French—allowing them to leverage core content to address each market segment.
They simply duplicate video into each account and then edit with new copy or media. This can work both when needing to create content for different languages and when creating content to address the different needs of various market segments.
4. Build a Bank of Go-To Templates
Whether using templates available in Studio, or creating your own, starting with a template can make it easy to create new content and helps to ensure brand continuity and consistency.
As Caroline Heys, Bennett Thrasher’s marketing coordinator, says: “It’s really easy to update the text, make design changes, then turn around the next video.”
In fact, she shares that she was able to create 20 videos using a single template. And, impressively, she says it takes her less than 30 minutes to create a video.
5. Minimize Demands on Your Design Talent
We live in an increasingly visual world and, chances are, your design talent is in high demand. Ease the burden on them by taking advantage of the digital tools you have readily available to you.
As Heys says: “With Wibbitz, you don’t necessarily have to be a designer in order to create good content in a short period of time.”
With so many people working from home, or other remote locations, the ability to reach them with compelling visual content that makes a powerful impact is more important than ever before. Fortunately, the ability to provide that content on a regular basis, to keep it fresh, and to address video localization and personalized video needs is more accessible—and more economical—than ever before.
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