When content marketers are in charge of video marketing, they are often also responsible for the production and management of video assets for marketing purposes. Some may be struggling to find the budget for video production, while others may not know how to manage video. In this article, we will explain how the Brightcove platform can support these marketers’ challenges.
## How to make the most of the video assets you have in-house
Video marketing is a strategy that can be implemented at a variety of budget scales, regardless of budget size. Some companies may have a dedicated video producer on their content team, or a budget to order from outside experts, or may already have a high-quality video library, but this does not necessarily lead to marketing success. There is nothing wrong with starting small with the materials you already have. The most important thing is to take the first step towards video marketing.
For example, you can use video assets that you already have in each department, such as the following
– Video clips of recent webinars or online events
– Videos of in-house experts sharing their insights, recorded on a smartphone camera
– Re-purposed recordings of sales demos or customer training
Once you have a collection of these video assets at hand, you can start using them for content marketing!
On the other hand, those in charge will understand that it is not enough to simply send videos out to the world. There is also a need to carry out tasks related to distribution, such as planning, management, measurement, analysis, and optimization.
### 1. Identifying Video Assets
As video marketing efforts grow and become more organized, it is likely that videos will be stored in a variety of places, and some of them may be out of the control of the person in charge. Videos may be stored in a variety of places, including cloud storage solutions, DAM and MAM systems, and even personal hard drives. Some of these videos may be compressed, some may not, and they may have different resolutions.
The first step in building a smart video marketing strategy is to consolidate your videos into a single, trusted repository. Once you have a central place to reference all your video assets, like Brightcove’s Video Library system, everyone on your sales team will have access to the most up-to-date version of the video they need. Using customizable user permissions, you can easily set up your team to only see the videos that are relevant to them.
In addition, by properly labeling and tagging these assets, you can increase engagement with your target audience by making more videos searchable and available for use.
### 2. How to audit and migrate videos
#### Asset inventory
In order to determine what content to migrate to the new system, you need to know what videos you currently have. You need to list all the videos, thumbnails, proxies, project files, and related assets you are using in your video campaigns.
#### Asset Scrutiny
Once you have a complete list of your assets, you can scrutinize them to make sure that the ones you want to migrate are still useful. In this process, you should gather as much information as possible about where, when and why each asset was used. The performance data you gather will clearly show you how useful each asset is. This allows you to define how to categorize assets in the classification and tagging process. You can also use advanced review tools to quickly identify and remove low-performing video content.
If you have a tight timeline for your video library system migration project, you can create priority groups to help you categorize assets into the right groups in time for acquisitions or corporate rebrands. This will help you quickly address the most important files and get your new brand and systems up and running faster.
Once you have created a list of your assets, you can examine the contents and plan them in groups or in order of priority.
#### Categorization and Tagging
For most departments, videos can be the foundation of communication. There are also videos that are used by multiple teams. Regardless of the number of times a video is used or the number of channels it is used on, the video library system needs to be structured so that people who need the video can easily find it.
The first step in organizing your videos is to decide on a classification system for your files. This will determine how each video file is classified and where it is filed. This will help you avoid confusion about where to place your current videos and where to place new videos you create in the future, and it will also help you avoid having them scattered all over the place. It will also make it easier to find the videos you are looking for.
Another way to make it easier to find videos is to use tags. Even if you name your video files to describe their content in detail, you won’t be able to include detailed information about the videos themselves. Using tags, you can find videos that you didn’t think were relevant to your planned campaign, and you can come up with a wider range of measures to reach more customers.
Because Brightcove’s platform supports tags, you can use advanced features such as smart playlists to automatically search for all videos with a specific tag or new videos added later. You can also generate reports based on data from videos with specific tags when analyzing performance, and use them for marketing purposes.
#### Asset Migration
In addition to the traditional, time-consuming drag-and-drop method, the Brightcove platform offers the following video search and migration options
– Using a pull-based acquisition method, you can retrieve source files and their associated metadata from HTTP/HTTPS, S3, and FTP systems, and automatically transcode each file into a format that can be delivered to any channel. You can also standardize the upload process by setting it so that uploads can only be performed after entering specific data fields.
– Media RSS functionality allows for continuous monitoring. You can set up the system to send the latest feed for assets that are updated at regular intervals, so you can get the latest content published by your system or team.
– Integrated high-speed transfer creates a push-based workflow that allows you to import large numbers of assets with high-speed uploads.
Brightcove’s video library system provides a customized ingestion workflow tailored to each company’s specifications, ensuring a smooth implementation. You can upload hundreds of videos at a time, making it possible to upload your entire video asset library more efficiently.
### 3. The benefits of a Brightcove video library system for your entire team
Your content marketing team is constantly being asked by every department in the company to create new content or repurpose existing assets to meet new needs.
– The digital campaign team may need three different videos of the same product for a promotional campaign to raise awareness of a service.
– The social team may need a high-performing video that includes descriptions of two specific products. If it is to be posted on Twitter, it must be less than 512 MB and have an aspect ratio between 1:3 and 3:1.
– The web team may need a shorter version of the video to display on the home page to help guide visitors to the website to the next page quickly.
– The field marketing team may need a recording of the live stream from earlier that morning to create a new clip for a prospect meeting scheduled for later that afternoon.
– The internal communications team may need the latest version of the product roadmap for a presentation at a company-wide meeting.
– The customer marketing team may need to find all of the tutorial videos to rebuild the customer portal.
– The PR team may need immediate access to demo videos to include in the press package for the latest product release.
With a video library system from Brightcove, your team can respond to these requests appropriately, and ultimately, empower teams across the organization to find the right video assets on their own. This enables a scalable, efficient video-first marketing strategy.
We have created a guide that introduces various action plans and best practices across teams. If you would like more details, please request the materials [here](https://www.brightcove.com/ja/resources/downloads/guides/video-first-transform-your-channels/).
