The real question is what role can benchmarks play in measurement? It can provide the decision tree for creating new or improving old content.
The art of benchmarking is a valuable skill. Once you know how you are performing contextualize performance in either industry or prior benchmarks.
This helps dramatically and answers two simple questions, should I create new content, promote it more or simply improve my existing content?
- If under benchmarks, focus on improving existing content.
If you’re over benchmarks, focus on more content and distribution.
Note: You can also benchmark your distribution along the same lines.