How can you use video content to improve your content audit?

1 Video Content Metrics

When conducting a content audit, it's important to collect and analyze data on your content performance. You can use various tools and platforms to measure how your video content is performing in terms of views, engagement, retention, conversions, and SEO ranking. For instance, tracking metrics such as play rate, watch time, completion rate, click-through rate, bounce rate, social shares, comments, and keywords can help you evaluate the effectiveness and quality of your video content. Additionally, these metrics can provide insight into areas for improvement.

2 Video Content Audit Criteria

Once you have the data on your video content performance, you need to assess and categorize your video content with a simple framework of four categories: keep, improve, consolidate, or remove. Depending on your goals and objectives, you can assign each video content piece to one of these categories based on factors such as alignment with your target audience, buyer persona, and customer journey; alignment with your brand voice, tone, and message; relevance, accuracy, and timeliness of the information; quality, clarity, and consistency of the production; and optimization for SEO and user experience. By using these criteria, you can prioritize and plan your video content update actions accordingly.

4 Video Content Gap Analysis

Conducting a gap analysis is another way to use video content to improve your content audit. This process involves identifying and filling the gaps in your content strategy, allowing you to discover new topics, keywords, and formats that can attract and engage your target audience. When conducting a video content gap analysis, you should define your goals and objectives for your video content strategy, research your target audience, buyer persona, and customer journey, analyze your competitors' video content strategy and performance, identify the gaps between your current video content and your desired state, and create a plan to fill the gaps with new or improved video content. Ultimately, this will enable you to create more relevant, valuable, and unique video content for your audience.

5 Video Content Best Practices

To use video content to improve your content audit, you should define your video content goals and metrics before creating or updating. Knowing your audience, and using storytelling techniques to capture and retain their attention and emotion is also important. Additionally, optimizing your video content for SEO and user experience by using keywords, tags, titles, descriptions, thumbnails, captions, transcripts, and calls to action can be beneficial. Moreover, testing and measuring your video content performance and making adjustments as needed is critical. Finally, promoting and distributing your video content across multiple channels and platforms can help you achieve your SEO and marketing goals. By following these best practices, you can use video content to improve your content audit.