If you're trying to activate internal contributors and you haven't picked a topic yet, a Core Values series is the best starter project you can run. The topic is familiar, the stakes feel low, and the content is genuinely useful and evergreen. The trick is in how you structure the ask, because if you leave the topic open, everyone picks "trust" and you end up with twenty videos about the same value.

Your subject matter experts know your values. They've heard them in onboarding, they've seen them on slide decks, they live them on calls. So asking them to record a 60-second take on one of your values is the lowest-friction creative ask you can make. It's not "give me a thought leadership pitch." It's "tell me what trust looks like in your work this week." Familiar topic, low stakes, real content that you can publish on the careers page, the about page, or as a recurring series on your channel.

Open the Request tool in MarketScale, click Create Request, and build a separate Request for each value. If you have five core values, you build five Requests. Don't leave the value-selection open inside a single Request, because contributors default to the one or two values they're most comfortable with and you get a lopsided series. One Request per value forces the distribution.

Inside each Request, add the questions that specifically draw out that value. Set each question to Record a Video so contributors answer on camera. For Trust, that might be "What does trust mean to you?" and "Give an example of a moment when trust was demonstrated this month." For each value, design two or three questions that pull out a specific moment, not a general statement. General statements make for bad video. Specific moments make for the kind of clip you actually want to post.

For each value Request, share the link with contributors from different parts of the company. Different departments, different geographies, different organizational levels. This is what makes the final series feel like the actual company, not three people from marketing. The values land harder when an engineer in Berlin and a sales lead in Austin and a customer success manager in Singapore all show up in the same video.

Inside each Request, ask contributors to submit a short clip of B-roll that visually represents the value. Office moments, real work, real environments. The B-roll is what turns a series of talking heads into a watchable piece, and it gives your editors something to cut to when a contributor pauses or stumbles. Don't skip this step.

Once you have the first value's video edited and approved, save it as a Saved Order. Every subsequent value in the series uses the same template. Same pacing, same intro and outro structure, same caption style. The first one takes time to dial in. Every value after that is template work, which means you can ship the full series in weeks instead of quarters.

Pick one value to start with. Open MarketScale, build a single Request with two questions and a B-roll prompt, and send the shareable link to five contributors from three different teams. When the first set of submissions comes in, edit one video, approve it, and save it as a Saved Order. Then build the next four Requests off that template and run the rest of the series in parallel.