Whether you are a marketer, a creator or an entrepreneur- we’re sure you get to hear this phrase a lot. And this is true to its core. Video content has revolutionized communication as we know it. From tutorials, branding initiatives, sales pitch to creating fun and engaging content- videos rule the game everywhere. But ever wondered how many relevant videos do you have in your or your brand’s kitty? And even more importantly, how many of them are still engaging and relevant? If you don’t have the answers handy, it’s time to take a deep dive into ‘video content audit’
‘All it Takes is A Good Video’
Video content audit: The Definition
As the term suggests, video content audit, quite literally, means analyzing, taking a stock and building a cohesive video content strategy. This process helps you understand and bridge the gaps of your video content marketing.
Video content audit: The Actionable Steps
Step 1: Always start with the goals
‘Goals are golden’ and this goes without saying! So, before you start the audit, go back to the drawing board and chalk out the goals. The goals may be organisational, for the brand, for marketing or sales and so on. Let’s look at a few examples:
–Brand goals: 90% reduction in negative comments and 20% increase in direct brand awareness
– Marketing and Sales goals: Generate 5000 leads by the second quarter of 2022
– Organisational goal: To grow by 30% over the last financial year, cut budgets by 15% than last FY.
You can set the right goals that you can achieve or aid through your video content audit.
Step 2: Create your video inventory
Next is the critical step where you need to find and document all your video content in a structured manner. Create a format that inclues title of the video, date of posting, platform, Avg. Watch time, CTR (click through rate), persona targetted (repeat buyers, new customers, HNI prospects etc.), budget (both production and media spent), video category (brand, sales, tutorial) and any other relevant details as you find important. If you find that you actually have an overwhelming number of videos, fret not! You can always track down the top-performing videos that perhaps give you the most views and traffic.
Cheat sheet to simplify the process:
- Export video list from the Youtube handles. This will also enable you get other data points.
- Search all video content, including reels from social media handles like Facebook, Instagram etc.
Step 3: Start Reviewing & Find the gaps
Now that you’re done with creating your detailed video inventory, let’s start reviewing them to gather as much insights as possible. Judge (and document further) the videos in terms of
– Production value: High vs. Low
– Topicality: Current vs. Old
– Target Audience: Still relevant vs. Old audience
– Acceptance Score (was it loved by the audience): High vs. Low
– Budget Spent: High vs. Low
– Performance: High vs. Low
This exercise will definitely help you make better decisions in future. Again, if you have too many videos, you can start with the top-performing ones.
Step 4: Create your video categories:
A robust review mechanism will help you in this step. Start categorizing your recently reviewed videos. You can use the below industry-defined format or can tweak to create your own.
Retain: Videos that need to change and can be kept as is
Retire: Videos that have become redundant or can be damaging for your brand. Videos under these categories should be removed.
Refresh: This category is for the videos that are still going to add value but need some updation in terms of data or information
Redo: Important and relevant videos that need to be rehashed completely
Relocate: Important videos that are not performing in a particular platform and can be used and experimented for others with right strategies
Step 5: Create a road map for the future:
The final step of the video content audit will be to create a future plan for your video content marketing. Put all the insights you’ve gathered so far into action. Create a clear roadmap where you can repurpose current videos, and create new ones that your brand has missed.
Video content audit can be truly useful when done thoroughly. And needless to say, you should continue the process at least every quarter to be on top of it all.
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The content marketing team at Vidooly publishes articles and blogs on current and relevant online video industry related news.