Effective ways to measure copywriting performance

Most marketers would agree that some form of content marketing is a must for any company that wants to stand out from the crowd. In fact, according to the Content Marketing Institute, 92% of B2B marketers say they create content. However, only 42% of them believe that their organization’s content marketing is effective.

Measuring Copywriting content performance

The problem isn’t with the idea of content marketing, it’s with the execution. Why? Because too often brands don’t have a clear strategy and they focus too much on quantity over quality. Sure, everyone wants to be on page one of Google but, if your copy isn’t engaging and you’re not addressing your customers' pain points, why should they care?

You wouldn't publish an ad without knowing how many people will see it, so why do the same with your copywriting?

Whether you are just getting started or you have been writing for years, defining and measuring your key performance indicators (KPIs) will help you reach your goals faster. But what should you track?

When you write content for a client, you want to show them the results of your efforts. There are some important content performance metrics that can help you show how you have added value to their business:

1. Number of social shares

2. Number of comments

3. Number of visits to the page hosting the content

4. Number of conversions directly linked to that piece of content (e-book downloads, newsletter signups, etc.)

5. Number of new leads generated and their quality level

6. The amount of time spent on the page hosting the content

7. The bounce rate for the page hosting the content

To recap, you need to get your house in order and sharpen your Monitoring and Evaluation tools. 

You can measure content performance through qualitative and quantitative means. Qualitative metrics focus on customer engagement and perception, while quantitative metrics are more about measuring tangible results like search traffic or conversions. You also want to measure your content against industry benchmarks to determine how well you're performing in comparison to other companies in your sector.