Companies across all industries are tapping video to communicate more effectively and to market more efficiently to drive business results. As a result, video is no longer being created by a handful of people on one or two teams; production capabilities and expectations are extending to the entire employee population. Organizations therefore need to streamline how they handle video publishing workflow across disparate business functions. At the core of an enterprise-wide video strategy is an online video platform that can scale to support all use cases as well as connect seamlessly into an organization’s existing technology stack. However, the underlying technology platform is only one component of a video strategy. Workflow management and process, role-based responsibility, and brand governance are the important components of your video strategy that get everyone on the same page and ensure consistency and quality.
Producing consistent, brand appropriate, engaging video at scale requires organizations to
- expand existing workflows to accommodate video production and publishing,
- establish corporate policy for content contributors and web publishers,
- develop flexible tech stacks that support both workflows and policies.
Enterprise-Wide Workflow and Process
Enterprise technology needs to support the differences between group goals while also supporting less silo’d responsibilities for video. That said, it can be hard to know how to extend the role of video when each enterprise function has different video objectives and workflows. Marketing is focused on brand awareness and lead generation. Customer Support wants to use video to reduce call-center calls. Product is concerned with conveying product value to drive adoption. Sales wants video to accelerate and support deal close. A comprehensive enterprise strategy for video can support all of these goals. The key is to centralize on a video platform that allows the technical workflow and KPIs to vary as required by each function.
In order to enable cross-functional video workflows, you need to have the organizational processes in place for creating the video content, approving the content, publishing, and promotion.
Areas to focus on for workflow and processes are:
- A centralized internal access point for video production guidelines and branded templates
- Documented workflows for content and brand reviews. Corporate teams have existing workflows in place, and video should be just one more platform. Thus find an OVP that has connectors into your existing workflow technologies.
- A centralized hosting mechanism where all metadata is uploaded with the asset. With the correct connections, all metadata each “expert” of the process adds is pulled into a single page almost automatically so have the video producer put in title and keywords, allowing content lead to find perfect video to drop into the web page. Metadata is important so have the most in-the-know people enter it!
- A single video platform (with varying administration levels) to make sure video produced is used in as many places as possible for highest ROI. It also ensures everyone has the correct version and EOL dates to protect the brand.
Corporate Policy for Consistency
While each department or function may have its own objectives for video, some level of brand governance and standard process is important to maintain consistent messaging, brand, and quality. We recommend an encompassing enterprise video policy that not only addresses Marketing and Sales, but also extends to HR, Product, and even Engineering.
Policies to consider are:
- What themes and keywords should be used? Have a tagging strategy - this will ensure your videos are used throughout the company and used effectively. The whole video platform will then work better for you.
- What viewers and personas should your video makers target?
- What are the brand no-no’s for voice and tone, as well as look and feel?
- What messages and topic are to be avoided?
A distributed video content approval process for each department will help address organizational and function-specific policies. This will also help minimize production and publishing bottlenecks, and centralize the assets themselves. Document all of your policies for each area so everyone knows the plan.
Streamlining Your OVP with Your Tech Stack
Once processes are mapped and policies are in place, it’s time to turn the focus to the technology platform that can enable the process and policy. Today, these platforms must also integrate into the IT stack. At Brightcove we have over 200 Technology Partnerships in over 20 ecosystem categories to create an end-to-end enterprise-wide solution that seamlessly integrates video with your existing technology stack.
Two critical areas of integration are your CMS for workflow and your marketing automation platform for campaign measurement.
We’ve invested in building CMS connectors to help our customers streamline their workflow. One such customer is leading global publisher Time Inc which leverages Brightcove's Drupal connector to extend the video publishing workflow to web producers across many of their iconic brands. The ability to access video assets from within Drupal has reduced the time it takes their producers to make video content available to audiences, and the open source connector can be highly customized for their specific workflow, allowing them to get content to their audiences more quickly and efficiently
Continuing the tech stack integrations, we’ve built a player integration with both Oracle Eloqua and Marketo marketing automation platforms to enable marketers to expose video playback data to their Marketing Automation platform for lead qualification and profiling as well to push that data into their CRM.
By having video assets and publishing tasks available in the CMS, marketing automation and CRM elements of the tech stack allows video publishing tasks as well as usage data to flow in a streamlined way through Web Publishing to Marketing to Sales .
Every enterprise is different. Work across your leadership team to find video contributors across the enterprise. Enable those teams to work independently with clear policies and approval processes. Then map your existing processes and functions to your tech stack and identify any gaps. Then revisit all three areas regularly. Technology and process are constantly changing which will impact your policies so regularly revisit and adjust to stay current and encourage innovation.
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