But audits can also be good for you. How do we use this video content? Identify Gaps in Your Video Content Marketing A video audit isn’t just about assessing your current content. It’s also about considering changes you can make in the future to do video content marketing more effectively. It’s useful to segment your video content based on the topic, the type, the product or service it mentions, your buyer persona, or the stage of the marketing funnel it fits into (as you can do in our Video Audit Template spreadsheet). You might find that you have lots of top of funnel video content like short pieces of social content or fun brand videos, but fewer types of content further down the funnel to help drive leads to sale, like detailed product videos or case studies. Refresh Your Strategy to Create New, Better Content Now that you’ve decided what to do with your existing content, and how to improve your content marketing in the future, there’s only one thing left to do. Bring it all together into an updated video content marketing strategy supporting the goals identified in step one. And of course, then it’s time to build an execute a specific plan for creating your new videos and updating your old ones. And here’s a little extra tip: consider continuing to use your spreadsheet even after the audit so you can keep track of the performance of all past and future pieces of video content.
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sound dull and time-consuming and a lot of effort.
But audits can also be good for you. Cleansing.
Revitalising.
If you’re a company with a video content library built
up over time that feels like it’s starting to attract
cobwebs, a video audit might be just the thing you need to reach
the next level of success with your video marketing.
Besides, it’s good practice to clean the slate every so often. A
video audit will help you dig out all those ancient videos
comissioned long before your time and get to grips with the video
content you’re working with.
And that’s just the tip of the iceberg. There are many good
reasons to conduct a video audit:
- Find the weak videos that may be doing more harm than good to
your brand - Discover diamonds in the rough that could easily be revised and
improved - Pinpoint gaps and areas of potential in your current video
marketing
6 Simple Steps to Running a Truly Useful Video
Audit
1. Review Your Video Goals and Content Marketing Strategy
Let’s start with the big questions.
Why do you have video content in the first place? What are you
doing it for? What are your goals and objectives? How do your
videos fit into your wider content marketing strategy, and how does
that fit into your wider business goals?
Maybe you want video content to help drive leads down all stages
of the funnel. Maybe you want video to present at events you
attend, or to build trust in visitors to your site. Maybe it’s a
mix of all these and more.
Without getting to the root of your aims for
video, you’ll never be able to fairly assess your current
content and work out what you need for the future.
So determine what you want from your video content. Set out a
standard that you’ll be expecting from all your videos and get
sign-off to ensure everyone is in agreement. This will give you
direction on what to do after the video audit is complete, and help
guide you towards meaningful and lasting change.
2. Gather Your Complete Video Data
This is the time-consuming part. Now you need to uncover all the
details of your video content and compile it into a single
space.
Here’s the sort of data you should include in your audit:
- Title of your video (for easy identification)
- URL of the video asset (where it’s hosted)
- Date of release
- Topic / subject
- Type of video (brand film, educational video, advert, product
video, case study video, etc.) - Keywords (if applicable)
- Stage of the marketing funnel
- Product / service the video is about
- Buyer persona it’s tailored to
- Aim of the video
- How you use the video
- Site pages the video is embedded on
- Metrics like views, play rate, engagement rate, shares,
click-through rate, conversion rate (read our post on
the most important video metrics and why you should track
them)
In terms of tracking down your video content, it’s a good idea
to start looking wherever you host it. That might be a video
hosting platform like YouTube, Vimeo or Wistia (or a combination of
these). Or you might host your videos on your own servers. Whatever
the case, start filling out your spreadsheet.
Next, check your social accounts to see if any standalone video
content has been uploaded there. Look through anywhere you
syndicate or publish content.
Finally, if you have a lot of video content across your website,
it’s best to check your site pages to spot anything that has
slipped through the cracks. Apart from looking through them
manually, the best way to discover which of your pages contain
embedded video content is to use Screaming Frog.
Crawl your site with the tool and set a custom filter with a
section of the embed code for whichever hosting services you
use.
3. Assess (& Watch) All Your Video Content
You’ve got your data. But that data doesn’t mean anything until
you analyse it. So now you need to look through it all and review
the quality and usefulness of your videos.
You can do this yourself, or you can ask a small team to look
through your video content with you. It’s often effective to have a
few more pairs of eyes when assessing your content, particularly
when they’re attached to people from across different departments
who all use your videos differently.
Based on the information you’ve collected, review how you
currently use each piece of video content and how it’s performing
in its role. Check to see that each video meets the standards you
have set for quality, consistency and value.
(And don’t just rely on your spreadsheet. Numbers themselves
can’t tell you everything you need to know. At least for your most
important and promising video content, make sure you actually
watch it too.)
Ask yourself the following questions:
- Is this right…
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