Every company dreams of having all of their marketing handled in house. Building a dream-team of marketing super heroes is something we’ve discussed in the past, but what happens when you really want to step up your video marketing game? You can hire an agency – and there are some big benefits to outsourcing your production efforts – or you can take the plunge and build your own video marketing team.
Bringing your video marketing in-house isn’t hard, but it does require certain skill sets that may not exist within your current power team. Here are the people you need to start producing some remarkable video content, from concept to promotion:
1. Your Videographer
This may seem obvious, but it’s a position that is often delegated to someone who has experience with video. A true videographer is indispensable to your video production efforts – they understand shot composition, proper lighting, what lens to use, and where the microphone stands need to go.
Some things to look for when hiring your videographer:
- Look at the person’s portfolio. Does he or she produce the kind of content you are looking to build for your organization? Will this person bring your video vision to life?
- What equipment will they expect? Are they willing to bring their own camera and gear into your organization, or will you be purchasing all new equipment?
- Can their creative output keep up with your demands? If a videographer is used to producing four videos a month, and you’re looking to do two, then you’ve got room to grow. If it’s the other way around, you may be in trouble.
2. Your Editor & Producer
This role is most often combined with the videographer, but depending on the volume of video you are producing, having them separate may be key. If you’re producing 10 videos per month, filming will take up the majority of your videographers time – let someone else handle the editing and post-production.
Make sure your video producer and your videographer see eye-to-eye on video format, and expectations around post-production. If you’re looking to use motion graphics in your videos, make sure your producer has experience with programs like After Effects. Having your videographer interview potential producer candidates is key, as they’ll be working very closely together.
3. Writing & Content Development
If you are already pumping out text-based content like there’s no tomorrow and are looking to incorporate a comprehensive video plan, chances are your content production team is so focused on blogging, asset development, and email editing that they won’t have time to create scripts for your videos. And make no mistake – starting a video without a script is like starting a meal without a recipe. No wait, make that a goat cooking a meal without a recipe.
Hiring for this position is similar to hiring for any other content development position – make sure he or she understands your brand voice, can speak effectively to your audience, and – in this case – has experience writing scripts for performance. It may seem like adapting a blog post into a video is easy, but not everything translates to spoken word. Look for someone who knows the difference, and thrives on timing, emotion, and storytelling.
4. Your Campaign Manager
This person bridges the gap between video asset and marketing asset, and knows their way around your marketing stack. If you’re using a marketing automation platform like Marketo or Eloqua, make sure they understand how to connect your video marketing platform so that no view is left unaccounted for. While it may seem like your campaign manager is the end of the line for videos, they really are integral as of step one. This person decides what the goal of your videos will be, and will ultimately shape the content of every video produced.
Your campaign manager will also be maintaining your YouTube channel, and keeping track of the drop-off rates, click-through rates, and overall viewer statistics on your videos. You may already have this person on your team, so if you’re serious about stepping up your video marketing, empower them to really focus their attention on video. Your ROI will skyrocket when you have someone in charge of making sure your videos are performing, and accomplishing their goals.
Other components of your marketing team will likely play supporting roles as you ramp up in-house video production, but these are certainly the key players. Pulling this team together isn’t an overnight operation, so don’t be afraid to work with a partner you trust to get your video marketing off the ground while you assemble the necessary pieces in-house. Looking to get started with a great partner? Check out our partner showcase!