How can you use content benchmarking to optimize for video?

Video content is one of the most engaging and effective ways to reach your audience online. But how do you know if your videos are performing well compared to your competitors and industry standards? That's where content benchmarking comes in. Content benchmarking is the process of analyzing and comparing your content metrics with those of other relevant sources, such as your peers, competitors, or best practices. By doing so, you can identify your strengths and weaknesses, set realistic goals, and optimize your video content strategy. In this article, we'll show you how to use content benchmarking to optimize for video in four steps.

1 Define your objectives and KPIs

The first step of content benchmarking is to define your objectives and key performance indicators (KPIs) for your video content. What are you trying to achieve with your videos? How will you measure your success? For example, you might want to increase your brand awareness, generate more leads, or improve your customer retention. Depending on your objectives, you might choose different KPIs, such as views, watch time, engagement, conversion, or retention rate. Make sure your KPIs are specific, measurable, achievable, relevant, and time-bound (SMART).

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Carl Walker

Head of Marketing | SEO / SEM / CRO | DeFi / Web3
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Also consider Top, Middle, and Bottom of the funnel content KPIs/Goals. Do you want to attract more viewers for brand awareness or topic exploration? Maybe you want them to become an engaged audience, or perhaps complete a final call to action or goal somewhere at the bottom of your funnel? Setting your goals appropriately can help you ensure your content and strategy align.

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IJeoma Vivian Onwuameze

19 years in the Entertainment industry, with the knowledge of Hollywood & nollywood content. Throw me to the wolves, i will come out with a pack. Am a game changer, who loves changes
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1.Define your objectives and kpis. Be the first to add your personal experience 2 Choose your scores and data . Be the first to add your personal experience 3 Evaluate your performance and gaps 4 implement and monitor your actions

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Panchatapa D.

Building technology brands with strategic content and communications
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Before diving into video content benchmarking, it's essential to establish clear objectives and key performance indicators (KPIs) to measure success. Here are some key considerations: 1. Audience Engagement: Objective: To increase audience engagement and retention with video content. KPIs: Average watch time, view-through rate (VTR), and completion rate. 2. Brand Awareness: Objective: To enhance brand visibility and awareness through video. KPIs: Video views, reach, and shareability on social media. 3. Lead Generation: Objective: To generate leads and conversions from video content. KPIs: Click-through rate (CTR) on video call-to-action (CTA), conversion rate, and leads from video engagement.

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2 Choose your sources and data

The next step is to choose your sources and data for content benchmarking. You need to decide who you want to compare your video content with, and what data you want to collect and analyze. For example, you might want to compare your videos with those of your direct competitors, or with those of industry leaders or influencers. You might also want to benchmark your videos against your own historical performance, or against industry averages or best practices. To collect and analyze the data, you can use various tools, such as YouTube Analytics, Google Analytics, social media insights, or third-party platforms.

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Ananya Borgohain

Head of Marketing @NautilusLog | Hamburg Lead @Women of SaaS | Maritime Industry | ex-HarperCollins Publishers | ex-The Economic Times
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We live in exciting times when there's no end to data! Leverage that. Choose sources like Facebook Insights, Tubular Labs, and industry reports for video benchmarking. Utilize social media analytics, third-party tools, and market research to understand video performance and audience engagement effectively. Additionally, gather insights from audience surveys to refine your strategies.

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3 Evaluate your performance and gaps

The third step is to evaluate your performance and gaps based on the data you collected. You need to compare your video content metrics with those of your sources, and identify where you are doing well and where you need to improve. For example, you might find out that your videos have more views than your competitors, but lower engagement or conversion rates. Or you might discover that your videos have higher retention rates than the industry average, but lower watch time or reach. By evaluating your performance and gaps, you can gain insights into your video content strengths and weaknesses, and identify opportunities for optimization.

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Gunjika Vishwanath Misra (She/ Her) 🚀

On a mission to help every woman & girl become financially literate, secure & independentI National President-Home & Security Council, WICCI| Board Member, 7Even Consultancy| 20X LI TOP VOICE| TOP Person Ambassador
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To evaluate performance and identify gaps for video optimization through content benchmarking, one must first analyze key metrics such as engagement rates, audience retention, and conversion rates. By comparing these metrics against industry benchmarks and competitor data, one can pinpoint areas for improvement and optimization. Additionally, conducting audience surveys and analyzing feedback can provide valuable insights into content preferences and areas of interest. Continuous monitoring and adjustment based on data-driven insights are essential for maximizing the effectiveness of video content.

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4 Implement and monitor your actions

The final step is to implement and monitor your actions based on your insights. You need to create and execute a plan to optimize your video content strategy, and track the results of your actions. For example, you might want to improve your video quality, length, format, title, description, thumbnail, tags, keywords, call to action, distribution, or promotion. Or you might want to test different variations of your video content, and see what works best for your audience. By implementing and monitoring your actions, you can improve your video content performance and achieve your objectives.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use content benchmarking to optimize for video?

1

2

3

4

5

1 Define your objectives and KPIs

2 Choose your sources and data

3 Evaluate your performance and gaps

4 Implement and monitor your actions

5 Here’s what else to consider

Content Strategy

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How can you use content benchmarking to optimize for video?

1

2

3

4

5

1 Define your objectives and KPIs

2 Choose your sources and data

3 Evaluate your performance and gaps

4 Implement and monitor your actions

5 Here’s what else to consider

Content Strategy

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