Additional Executive / SME Track expands an existing VID Operate program to include another executive, founder, spokesperson, or subject-matter expert as a recurring source of video content.
Rather than treating that person as an occasional guest in the existing content plan, VID builds a dedicated track around their expertise, audience, role, and business objectives.
Each track can include its own:
- Content strategy
- Audience
- Messaging themes
- Topic pillars
- Capture cadence
- Production workflow
- Content formats
- Distribution priorities
- Performance goals
VID handles the operational work required to keep the additional spokesperson producing consistently.
That may include planning what they should talk about, preparing prompts or scripts, scheduling recurring capture, directing filming, editing the footage, packaging the final content, and coordinating it with the broader Video System.
The result is not simply “more videos.”
It is another recognizable expert voice contributing consistently to the company’s content, authority, and demand generation.
Depending on the scope of the track, the Additional Executive / SME Track may include:
- Dedicated executive or SME content strategy
- Individual audience definition
- Personal positioning framework
- Subject-matter mapping
- Topic pillar development
- Messaging alignment with the company brand
- Executive voice and tone guidelines
- Content format recommendations
- Recurring topic planning
- Monthly or quarterly content planning
- Interview-style content development
- Thought leadership topic development
- Scriptwriting
- Talking-point development
- Interview questions
- Prompt development
- Hook development
- CTA planning
- Content calendar integration
- Recurring remote capture sessions
- Executive filming coordination
- On-camera direction
- Performance coaching
- Teleprompter support when needed
- Remote recording support
- Studio or on-site production when included
- Professional video editing
- Short-form video editing
- Long-form video editing when included
- LinkedIn video production
- YouTube content
- Short-form social content
- Podcast-style video
- Educational video
- Expert commentary
- Product or technical explainers
- Sales enablement content
- Internal expertise capture
- Captions and subtitles
- Motion graphics
- Branded graphics
- Platform formatting
- Vertical, square, and horizontal versions
- Content cutdowns
- Multiple hooks or openings
- Coordination with the primary VID Operate system
Executive / SME Strategy
Each additional track begins by defining the role the person should play in the company’s broader content ecosystem.
VID may help determine:
- Who they should speak to
- Which problems they are uniquely qualified to address
- Which topics they should own
- Which topics they should avoid duplicating
- How their content should differ from the CEO or company page
- What business outcome their content should support
- Which channels they should prioritize
- What type of content best fits their communication style
This prevents every executive from publishing the same generic company talking points.
Each person gets a distinct reason to be followed.
Topic Pillar Development
VID builds recurring content pillars around the executive or SME’s expertise.
For example:
A CEO might focus on:
- Company vision
- Industry trends
- Leadership
- Market perspective
- Customer problems
A VP of Product might focus on:
- Product education
- Product strategy
- Technical concepts
- Use cases
- Product trends
A Head of Sales might focus on:
- Buyer questions
- Sales lessons
- Common objections
- Customer conversations
- Market insights
A technical SME might focus on:
- Education
- Research
- Technical breakdowns
- Industry misconceptions
- Practical how-to content
These pillars create a repeatable content engine without forcing the executive to invent something new every week.
Recurring Capture
The track can include recurring capture specifically for the additional executive or SME.
Depending on the program, capture may happen:
- Remotely
- In a studio
- On-site
- During an existing company production day
- Through scheduled interview sessions
- In batches
VID helps minimize the time required from the executive.
Rather than asking them to “make content,” VID structures the session so their job is primarily to show up and communicate what they already know.
Content Formats
The Additional Executive / SME Track can support formats such as:
- LinkedIn videos
- Thought leadership clips
- Educational videos
- Expert commentary
- Industry analysis
- Founder videos
- Executive updates
- Product explainers
- Technical explainers
- FAQ videos
- Sales objection videos
- Interview clips
- Podcast clips
- Webinar clips
- YouTube videos
- Short-form videos
- Internal communications
- Customer education
The format mix is determined by the individual’s expertise, audience, and distribution channels.
LinkedIn Executive Content
One of the most common applications is building a consistent LinkedIn video presence around an executive.
VID can help turn their expertise into recurring LinkedIn content by managing:
- Topic development
- Recording
- Editing
- Hooks
- Captions
- Formatting
- Publishing cadence
- Repurposing
- Performance review
This allows the executive to build visibility without becoming responsible for running their own content operation.
SME Content
Not every valuable spokesperson is an executive.
Subject-matter experts often have some of the strongest content inside a company.
That can include:
- Engineers
- Physicians
- Researchers
- Consultants
- Product leaders
- Analysts
- Operators
- Customer success leaders
- Technical specialists
VID can help translate their expertise into content that is understandable, useful, and relevant to the buyer.
One executive can only represent so much of the company’s expertise.
As the video program grows, marketing teams often realize that valuable knowledge is spread across multiple people:
The CEO understands the vision.
The VP of Product understands the product.
The Head of Sales understands buyer objections.
The subject-matter expert understands the technical problem.
The customer success leader understands what happens after the sale.
But most of that expertise never becomes content because every additional spokesperson creates more operational complexity.
Another person means:
- More planning
- More topics
- More scripts
- More scheduling
- More filming
- More approvals
- More editing
- More content to organize
- More publishing coordination
Without a defined system, adding another executive can create more work than content.
The Additional Executive / SME Track gives that person their own structured content lane inside the existing VID operation.
The Additional Executive / SME Track helps your company:
- Build authority around more than one person
- Turn internal expertise into external content
- Increase overall video output
- Reduce dependence on one spokesperson
- Create content for multiple buyer segments
- Give subject-matter experts a consistent platform
- Build executive visibility on LinkedIn
- Strengthen founder and leadership brands
- Create more original source content
- Capture institutional knowledge
- Produce more educational content
- Give sales more expert-led video assets
- Improve trust with buyers
- Humanize the company brand
- Create multiple recognizable voices inside the market
- Increase the value of existing production infrastructure
- Scale content without creating another disconnected workflow
The core outcome:
More of your company’s expertise becomes visible, usable, and consistently distributed.
The Additional Executive / SME Track is best for companies already running a VID Operate program that want to build a consistent video presence around another executive, founder, subject-matter expert, or internal thought leader.
It is especially useful when:
- Multiple executives need their own content presence
- Your CEO already has a video program and another leader should be added
- Sales or product leaders have expertise worth turning into content
- Your company wants stronger executive thought leadership
- Different leaders speak to different buyer segments
- You want more LinkedIn video without overloading one spokesperson
- A subject-matter expert has deep knowledge but no consistent content system
- You want to build authority around several voices inside the company
- Different products or business units require different experts
- Your marketing team wants to scale executive-led content without building another workflow from scratch
What is an Additional Executive / SME Track?
It is an expansion to an existing VID Operate program that adds a dedicated content and video production track for another executive, spokesperson, or subject-matter expert.
Who can be added as an additional track?
An additional track can be built around:
- CEO
- Founder
- President
- CMO
- VP Marketing
- Head of Sales
- Product leader
- Customer success leader
- Technical expert
- Researcher
- Consultant
- Physician
- Engineer
- Other internal subject-matter experts
The person should have expertise or perspective that is valuable to the company’s audience.
Does each executive get their own content strategy?
Yes.
Each track can have its own audience, topic pillars, messaging, content formats, capture cadence, and distribution priorities.
The goal is to make each person’s content distinct rather than duplicating the same company messaging.
Does this include filming?
Yes.
Recurring remote capture can be included, and on-site or studio production can be added depending on the engagement.
Does VID write scripts?
Yes.
Depending on the content style, VID may provide:
- Full scripts
- Talking points
- Interview questions
- Prompts
- Hooks
- Structured outlines
Some executives perform better from scripts, while others produce stronger content through guided interviews.
The workflow can be adapted accordingly.
How much time does the executive need to commit?
The track is designed to minimize executive time.
Content can often be captured in recurring batch sessions rather than requiring the executive to create content independently throughout the week.
The exact time commitment depends on the volume and formats being produced.
Can the executive have their own LinkedIn content strategy?
Yes.
Executive LinkedIn content is one of the primary use cases for an Additional Executive / SME Track.
VID can build the video strategy around the executive’s expertise, buyer audience, and positioning.
Can multiple executives be added?
Yes.
Additional tracks can be added for multiple executives or SMEs when the overall Video System requires them.
Each additional track should have a clear strategic reason to exist.
Is this the same as adding more production capacity?
No.
An Additional Executive / SME Track adds another content source and strategic lane.
Additional Production Capacity increases the amount of production available within an existing system.
For example:
If the CEO already has more ideas than VID can currently produce, additional production capacity may be the right expansion.
If the VP of Product also needs their own recurring content program, an Additional Executive / SME Track is the better fit.
Can the same production session include multiple executives?
Yes.
When practical, production can be coordinated so multiple executives are captured during the same studio or on-site production day.
Each person can still maintain their own content strategy and deliverables.
Can this be used for podcasts or interviews?
Yes.
The track can include podcast-style recordings, executive interviews, educational conversations, long-form discussions, or other formats that can later be repurposed into multiple videos.
Can the content be used on the company page too?
Yes.
Content created around an executive or SME can often be distributed through both individual profiles and company-owned channels.
VID can help determine which assets belong on which channels.
Does VID manage publishing?
Publishing and distribution support can be included depending on the broader VID Operate scope.
The track is designed to integrate with the company’s existing distribution system rather than operate as a completely separate content program.
How is this different from hiring an executive ghostwriter?
A ghostwriter primarily helps turn an executive’s ideas into written content.
The Additional Executive / SME Track is built around video.
VID helps extract the expertise, capture it on camera, produce the assets, package them for distribution, and integrate them into the company’s broader video operation.
How is this different from an executive personal branding agency?
The objective is not simply to build an executive’s personal following.
The track is connected to the company’s larger business, audience, messaging, and video strategy.
Executive visibility is valuable, but it should ultimately contribute to stronger trust, authority, audience development, and demand for the company.
Is an Additional Executive / SME Track available without VID Operate?
It is primarily designed as an expansion to VID Operate because it uses the strategy, workflow, production infrastructure, and operating system already established for the client.
Companies looking for a standalone executive video project can instead use VID Project.
How It Works With VID Operate
The Additional Executive / SME Track is designed as an expansion to an existing VID Operate program.
Your primary Video System remains in place.
VID then adds another recurring content lane around a specific person.
For example:
Primary System: LinkedIn Video System
Primary Spokesperson: CEO
Then add:
Additional Track: VP of Product
Both can operate within the same broader VID workflow while maintaining distinct topics, audiences, and content strategies.
This gives the company more content without requiring an entirely separate Video Department.
Example Use Cases
CEO + VP Marketing
The CEO creates market-facing thought leadership.
The VP Marketing creates tactical content for other marketers.
Together, the company reaches both executive and practitioner audiences.
Founder + Product Expert
The founder speaks about vision, category, and customer problems.
The product expert explains how the product works and addresses technical questions.
CEO + Head of Sales
The CEO builds brand authority.
The Head of Sales creates buyer education and objection-handling content.
Company Page + Multiple Executives
The company page distributes brand-led content while individual executives create more personal, expert-led content from their own profiles.
