Video Audit Template

Video title
Welcome to our offices!
Working with You've Been Ad
What is Digital Marketing?
How we helped Unilever run their latest Dove ad campaign
Thank you for downloading our Digital Marketing 2016 report
Video asset URL Date of release
www.youvebeenad.wistia.com/medias/0i718tbcmf 7/13/2011
www.youvebeenad.wistia.com/medias/15puo36amr 4/11/2014
www.youvebeenad.wistia.com/medias/9qhgwhk7lg 2/7/2016
www.youvebeenad.wistia.com/medias/d2qy401dn7 2/24/2016
www.youvebeenad.wistia.com/medias/csxlb2ty5f 10/9/2016
Topic / subject Type of video Keywords
Tour of our offices Office tour n/a
Working with us Brand film working with You've Been Ad
Digital marketing Educational video what is digital marketing
Ad campaign for Dove Case study video Dove ad campaign
Digital marketing 2016 Personalised video n/a
Stage of the funnel Product/service Buyer persona
Top All All
Top All All
Top Digital marketing services Marketing assistant Andrew
Middle Advertising campaigns Marketing manager Mary
Bottom Digital marketing services Marketing manager Mary
Aim of video content
Show viewer our offices and company culture, encourage to find out more
Raise awareness of our brand/USP, encourage viewer to find out more
Educate viewer, encourage to download e-book
Show viewer how we help clients, encourage to download whitepaper
Create feeling of reciprocity, encourage viewer to set up meeting with us
How do we use the video
It sits in an old blog post but nowhere else
On our homepage & social media to drive initial interest and engagement
Alongside blog post and on social media as TOF engagement piece
In a case study post, as piece of nurturing content for MOF leads
Emailed once leads have downloaded report, encouraging BOF conversion
Site pages embedded on Total views Play rate
www.youvebeenad.com/blog/office-tour 205 19%
www.youvebeenad.com/ 8,747 13%
www.youvebeenad.com/blog/digital-marketing 1,416 24%
www.youvebeenad.com/case-studies/unilever 840 31%
n/a 153 89%
Engagement rate Social shares Click-through rate Conversion rate
36% 3 n/a n/a
82% 132 18% n/a
69% 289 6% 0.50%
52% 17 24% 5%
76% 2 53% 37%
Audit action
Remove - poorly shot, featuring old offices and employees. Remove as no longer relevant
Redo - old and no longer on-brand. Reshoot with updated brand imagery and USPs
Reuse - reshare on social media, place on digital marketing service page & run email campaign
Reuse - integrate into sales comms and ensure nurturing emails are set up correctly
Keep - performing well and fulfilling its aim. No changes needed