After you have made a commitment to video marketing, it’s all about delivering consistent video releases to build your subscriber base (brand fans you can actively market to and possibly convert).
However, once you have accumulated a video collection over time, it’s important that you take a step back and consider the value of each individual piece of the puzzle. You need to know whether each asset supports the goals you set out for it, and identify potential gaps in your inventory to plan future content.
A video content audit will keep you organized, effective, and ensure you’re producing videos that support your sales team and all parts of the funnel.
That said, here are 5 easy steps for performing your audit.
Step 1: Outline your goals & criteria
Before undertaking an audit, first consider what you aim to accomplish with your video assets whether it be traffic, awareness, or conversions.
From there, outline criteria for how you’ll assess the content. For example, if want your collection to address the entire funnel, set up an audit rule such as: “We need 60% of our videos to target mid-funnel prospects, so we’ll want ___ amount of videos about (specific product line)”.
In terms of which content you keep, you’ll want to look at how your audience is engaging and set up rules for this too (i.e “I’ll only keep older videos if they maintain more than 50% of our audience until the very end.”)
You’ll also need to figure out what will happen to outdated content. If you have lots of videos created for old campaigns or events, will you keep these on display or retire them to an archive? Determine your criteria for classifying what’s useful and where your archived content will live. YouTube or a Video Marketing Platform both offer the option for videos to be unlisted or private based on security settings and this can act as an archive hiding select content from view.
Overall, outline a few specific, quantifiable goals and this will dictate which content you move forward with. Keep in mind that your brand guidelines are a good resource for this step as they can help you understand what’s up to date with logos, brand colours, and other assets.
#2. List Your Video Inventory
In a spreadsheet, make a list of all of your video assets. In this inventory, you’ll want to include fields for the following:
- The title
- Date of campaign or release
- The overarching topic
- Category: Internal, external, product, training, support, etc.
- Part of the funnel this addresses: TOFU, MOFU, BOFU
- The buyer personas the content is intended for
- Total views
- Average attention span
- Any Tags
In the final column of the spreadsheet you’ll want a field indicating whether the piece of content will be kept, archived, promoted, or reused.
#3. Evaluate each asset for context and quality (get rid o’ the junk!)
After you have a comprehensive list of everything you’ve got, it’s time to evaluate it’s worth in your marketing mix.
I’d recommend including both your marketing and sales team members in this step, and a good look at your video engagement data. Sales might inform you a video simply isn’t used very often, and video data will be able to show you if a piece of content is performing up to the quantitative standards you’ve set.
Some questions to ask yourself for each asset include:
- Is it helpful & respectful of the audiences’ time?
- Would your customers pay for this?
- Would you find value in it?
- Is it still being used in nurture emails? On your website? On social? As a sales asset?
- Does the content achieve its purpose?
#4. Determine the gaps in your content offering
Once both your sales and marketing teams have sorted through your video library, it’s time to focus on the assets you’ll need going forward. At this stage it will be clear when you sort your list by areas of the funnel, buyer personas, or specific topics what may be lacking.
If you notice, for example, that you have a lot of entertaining videos, but no detailed product demos, it’s time to develop more product-focused content to make your sales message scaleable and help your sales reps.
Additionally, your evaluation may reveal you have historically kept a lot of content that isn’t driving value. Maybe the attention span data reveals your audience drops off at the start of every talking head-style interview and this may discontinue your current video series in favour of something more entertaining.
In this fourth step, consider the content you currently have scheduled. (This is the fun part!) Is it fresh, timely, evergreen, helpful and memorable? Does it contribute something new to your content mix or complement what’s there already? Does it fill the gaps in your content lineup? On a whole, identify which areas of the funnel you need content for based on your revised inventory, and then head on down to step 5.
#5. Produce new content based on the gaps
In this final step you’ll want to figure out how you intend to go forward making the video concepts you’ll use to fill the gaps. Decide whether you’ll use an agency, work in-house, if you’ll start collecting user-generated content, if you’ll make a certain number of detailed product demos, or brainstorm an upcoming video series to address any major gaps.
This step is ultimately your chance to see what’s been working and put the wheels in motion for new projects that are missing from your current offering.
Additionally, the video data for your current videos will play a part in helping you decide which of your content has been the most successful so far. If you notice that your whiteboard videos are performing especially well, make a ton more on different topics as it’s a format that’s working with your audience.
Questions? Comments? Concerns?
These five steps should get you through a basic video content audit – but if I’m missing anything that helped you through an audit of your own, share your expertise and tips below! What was your criteria for archiving pieces and do they remain in the archive? Will they see the light of day again? Let us know!