BENCHMARKING

How to compare content performance and set up scorecards to establish best practices

BENCHMARKING

Why is it important?

Identify what's
working well

Identify areas
for improvement

Define best
practice

Guide future
content strategy

Efficient content operations

STEP #1:

Create data sheet

Go to Google Sheet

STEP #2:

Add in content-specific KPIs

Go to Google Sheet

Refer back to KPI ideas

STEP #3:

Collect your data

Go to Google Sheet

Handy tip: Use workspaces and labels to allow for quick filtering of different content types within Turtl's analytics dashboards. Filtered data can then be exported to a CSV.

STEP #4:

Create content-specific scorecards

Score:	1	2	3	4	5
No. Reads
No. Readers
Av. Chapter Page CTR
No. Form Conversions (% of readers)
No. Shares (% of readers)
% Bounce Rate

Refer back to KPI ideas

STEP #5:

Add benchmark data

Score:	1	2	3	4	5
No. Reads	< 150	100-350	300-1000	1000-2000	> 2000
No. Readers
Av. Chapter Page CTR
No. Form Conversions (% of readers)
No. Shares (% of readers)
% Bounce Rate

Example benchmark data

STEP #6:

Complete scorecard

Score:	1	2	3	4	5
No. Reads	< 150	151-350	351-1000	1001-2000	> 2001
No. Readers	0-100	101-300	301-900	901-1800	> 1800
Av. Chapter Page CTR	< 10%	10-20%	21-50%	51-70%	> 71%
No. Form Conversions (% of readers)	< 2%	2-5%	6-10%	11-20%	> 21%
No. Shares (% of readers)	< 2%	2-10%	11-20%	21-30%	> 31%
% Bounce Rate	> 80%	79-60%	59-40%	39-20%	< 19%

Example benchmark data

STEP #7:

Update your data sheet

Go to Google Sheet