How to Audit a YouTube Channel Like a Leading Pediatric Hospital
Client
Phoenix Children’s
Location
Phoenix, AZ
Services
- Audit of current channel against competitor channels
- Strategic recommendations for growth
- Tactical plan for future implementation
Overview
YouTube is the second-most used search engine in the world, behind Google. That means the Phoenix Children’s YouTube channel has massive potential to help the organization achieve its marketing goals while also providing enormous value to its target audiences.
While a complete channel overhaul was not ready to be implemented, a plan is in place to see short-term gains by implementing best practices and optimizing the channel in the right ways.
Challenges
The Phoenix Children’s YouTube channel was a hub of information serving many audiences including parents, practitioners, and donors. Ensuring each audience was represented and understanding that the implementation would need to be a phased approach added specific considerations to keep in mind throughout the project.
Solution
Convince & Convert completed a competitive assessment of other top children’s hospital YouTube channels, to gain insight from their success and understand how content performed relative to Phoenix Children’s. It was clear through the audit that Phoenix Children’s has an opportunity to become a pediatric healthcare leader with YouTube content, as no competitive channel is currently owning the space.
Through the review of existing channel content and organization, current brand standards and future content plans, Convince & Convert recommended a tiered approach to bring the channel up to best practice standards and ensure new content is optimized.
Using the channel analytics, we recommended updating content playlist as well as archiving content, using specific criteria that was unique to Phoenix Children’s goals and objectives.
Calls to action through the Phoenix Children’s website, hashtag usage, title and description standards are all part of the tactical recommendations to ensure that new content is optimized to viewers.
As always, Convince & Convert provided relevant and related examples for each recommendation and clearly illustrated the changes needed to apply to existing and future content for the Phoenix Children’s channel.
Takeaways for Next Steps
- Phoenix Children’s received a prioritized list of 20 quick wins to apply to the channel in short order for immediate gains
- Strategic changes were organized and outlined for longer-term resource implementation
- New standards for the channel were recommended for all new videos
- A regular review of channel analytics and process was outlined, so future success can be seen
