How can content benchmarking help you identify new distribution channels?

1 What is content benchmarking?

Content benchmarking is a method of measuring and analyzing your content performance against a set of criteria or benchmarks, such as your own historical data, goals, or expectations; the data, strategies, or tactics of your direct or indirect competitors; the average or best performance of your industry, niche, or segment; and the proven or recommended practices of content experts, leaders, or influencers. This process can help you evaluate your content quality, relevance, engagement, reach, conversion, and retention. Additionally, content benchmarking can uncover gaps, trends, and insights that can inform your content decisions.

2 Why is content benchmarking important?

Content benchmarking is an essential tool for understanding your content performance, identifying strengths and weaknesses, gaining competitive intelligence, finding new opportunities and threats, and improving content quality. You can track and measure your content results to determine how they align with your objectives and KPIs. Additionally, you can discover what types of content, topics, formats, and styles work well or poorly for your audience and goals. Furthermore, you can learn from your competitors' successes and failures to differentiate yourself and stand out. Content benchmarking also enables you to spot emerging or declining trends in the market and adjust your strategy accordingly. Finally, you can apply the lessons from benchmarking to optimize your content creation, distribution, and evaluation.

4 How to use content benchmarking to find new distribution channels?

Content benchmarking can be a great way to discover new distribution channels for your content. These channels can include owned, earned, or paid platforms, networks, or mediums. To use content benchmarking to find new distribution channels, you must first identify and measure the performance of your existing ones. Then, you should compare them with internal, competitive, industry, or best practice benchmarks to identify any gaps or opportunities. After that, research and test new distribution channels that can help you reach new audiences or increase visibility. Finally, measure and analyze the results and feedback of your new distribution channels to optimize your mix based on performance and goals.

5 Tips for successful content benchmarking

Content benchmarking is an effective tool to identify new distribution channels and optimize your content strategy. To make the most of it, you should be specific about your content goals and KPIs, select relevant and realistic benchmarks and sources, use a variety of benchmarks and sources, use reliable and accurate tools and methods, and benchmark regularly and consistently. Comparing your content metrics with your benchmarks can provide valuable insights to improve quality, relevance, engagement, reach, conversion, and retention. Ultimately, content benchmarking can help you grow your audience and reach new customers.