The Strategy Gap Between Marketing and Video Production
Most companies have a marketing team and a way to make videos. What they are missing is the strategy that connects the two. Dane Frederiksen, founder of...
Most companies have a marketing team and a way to make videos. What they are missing is the strategy that connects the two. Dane Frederiksen, founder of Digital Accomplice, explains the gap that sits between the marketing department and the people who make the videos, and why closing it is the whole point.
Key Takeaways
- Marketers usually are not video experts, and video experts usually are not marketers, so video strategy falls through the gap between them.
- Marketing teams are often too busy, or not expert enough, to do deep video strategy. Production teams are too busy making content to do the research and planning.
- Video is getting more important, not less. It helps you show up in AI search, build brand, and communicate.
- Most marketers want to do more with video but are not satisfied with the solution they have.
- The missing piece is video-specific strategy, and that is the gap Digital Accomplice is built to fill.
This fits inside a bigger picture. If you want the foundation first, here's the full picture.
Why marketing and video production keep missing each other
A company should work with Digital Accomplice if it wants something different from what it gets with a marketing agency, a marketing department, or a video production partner like a production company, a freelancer, or an in-house video team.
The reason is simple. Marketers generally are not video experts, and video experts generally are not marketers. That leaves a piece of strategic work that nobody is set up to do well. Marketers are too busy, or not expert enough, to handle it. The video production people are too busy making content to step back and do deep strategic work, research, and an ongoing plan for production.
That missing strategic layer is exactly where Digital Accomplice is repositioning to sit: strategy that bridges the gap between the marketing department and the video production department.
Why video matters more now, not less
Video is not going away. It is getting more important.
It helps you show up in AI search. It helps with brand. It helps with all kinds of communication. Most marketers already know this, which is why they want to be doing more with video. The problem is that they are not satisfied with the solution they have, and strategy is the thing they have been missing. They just did not know that was the gap.
Video-specific strategy is what the moment calls for, and that is what Digital Accomplice provides.
What this looks like for your team
The work is a plan: video-specific strategy tied to your business objectives, with measurable results you can take to your board, your CEO, or your CFO to prove the investment moved the needle.
If you want to see how this could work for you, book your free assessment. Reach out and in a few minutes you will know if it is a fit.
Still getting your head around this? Start with the foundation. It's the foundation the rest of this sits on.
Frequently Asked Questions
What is video strategy?
Video strategy is the planning layer between marketing and video production: the research, positioning, and ongoing plan that decides what to make, why, and how it ties to business objectives. It is the strategic work marketers are usually too busy for and production teams are too busy producing to do.
Why don't marketing teams handle video strategy themselves?
Marketers generally are not video experts, and they are often too busy or not specialized enough to do deep video strategy well. Video production people, meanwhile, are busy making content. The strategic work falls into the gap between the two.
Does video still matter with AI search?
Yes. Video is getting more important, not less. It helps you show up in AI search, build brand, and handle many kinds of communication.
How do I know if this is a fit?
Book a free assessment at digitalaccomplice.com. In a few minutes you will know whether a video strategy plan can move the needle on your business objectives, with results you can prove to your board, CEO, or CFO.
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