How do you measure a copywriter?
At some point, everybody at Yalantis started calculating their KPIs. Sales would calculate the number of deals they closed per month. Developers would calculate the number of bugs their software produced. Managers would calculate the level of happiness in their client’s feedback.
And I was like copywriter’s KPIs? Meh. That’s subjective. You can’t measure a copywriter’s performance.
Let’s make it clear, I am not talking about marketing KPIs here. Your copywriter is only a little guilty of that embarrassing number of leads you got last month. If you’re a marketing manager, you’re the one to blame. Not your copywriter.
As a marketing manager, I have my own KPIs. They are CPL, CPqL, and the number of qualified leads. Now I needed to calculate my copywriters’ KPIs. I didn’t know how to do it. And to be honest, I didn’t want to.
But then, my friend, colleague, and business partner Ian said: “I know you hate it, Kate. But you’ve got to do it.”
And he was right.
We needed to create the space for growth for our copywriters. And we also needed to base our feedback on their performance on something measurable.
We sat down in an empty office space in Kyiv on that rainy winter evening and started thinking about how to measure our copywriters.
Copywriter’s Performance KPI is the number of articles
The first KPI we came up with was the number of articles one copywriter writes per month.
I know what you’re thinking. The number of articles says nothing about their quality. You’re right. Quality matters. And we’ll get to it a bit later.
Now let me explain why the number of articles is actually a meaningful metric.
Let’s assume that we’re talking only about the number of high-quality articles. The ones that get published.
To write a high-quality article, your writer needs to spend time. The more time they spend, the less monthly articles you get. But let me ask you a question. If a copywriter can write a compelling story without spending that much time on it, what does it say about their professional level? One thing — he or she is a good writer. And an excellent researcher, by the way.
Okay, so what number of articles should your writers write per month? This would depend on the existing pace of your team. You can’t pull this number out of nowhere and tell your folks that this would be their KPI.
To define the numbers, do an easy exercise. Calculate the largest and the smallest monthly number of articles that each member of your team has ever produced. Use this number to come up with your copywriter’s KPI.
For us, the numbers look like this:
Surprised? That’s the cruel reality.
You might think writing five articles for an experienced writer is easy. But I wouldn’t say that. I am talking about complex technology topics written by a non-technical person. Also, not all of my writers’ time goes on writing. They also do other things for marketing, such as market researches, SMM, and email marketing.
Copywriter’s Content Quality metrics
Every marketer knows “the more you tell, the more you sell.” Especially since we’re talking about content marketing here. The more articles you publish, the more connections with your target audience you can generate.
But here comes the nitty-gritty part of copywriting — the ability of content to stimulate the desired action — engage readers. Poorly written articles don’t have this ability. They aren’t capable of turning visitors into leads. Even worth, terrible writing is a serious credibility killer.
Let’s call high-quality content a compelling story. The second measurement of a copywriter is the quality of their stories. You can measure quality by assigning A, B, and C grades to their works. The goal is to make every story a compelling one (or get all As).
What does a compelling story mean?
1. Catchy headline.
The catchy headline grabs people’s attention and pulls them in. What sort of headlines are catchy? Those that make the value clear, are fun, use strong language, and intrigue your audience.
Jon Morrow has a great cheat sheet for writing headlines.
Here are our examples of catchy headlines:
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A well-structured story is easy to read and skim through. A story needs to be consistent, successive, and logical. But there is no one way to organize text on the page.
We always start with an outline that lists the key points that support one main idea we’re going to write about. The outline helps plan the flow. With it, you know exactly where you’re headed.
The main part of your story is lead. This is where your reader either dives in or sails away. The lead sums up the main point you’re trying to make.
There are many ways to make a compelling start. I always recommend Ann Handley’s book “Everybody Writes” to all writers. There you can find lots of tips and practical examples of how to write great stories.
3. Clarity and brevity.
Clarity is when a writer gets to the point without a lot of fluff or verbal clutter. In other words, when you can understand what the writer is trying to say.
Here is an example of a sentence I found on the internet that suffers from verbal clutter and a lack of clarity:
“The same happens with digital products: when we open the website that downloads the history of our interactions with it in split seconds, or set the application connecting us with friends and saving our data on any device, when we do simple everyday operations like sending emails or downloading files, most of us don’t know that those interactions are possible due to back-end development which establishes the foundation for effective front-end and enables steady functionality of websites and applications.
Here is how I would rewrite it:
“Let’s imagine you want to build a house. Exterior design. Interior design. The foundation. What comes up in your mind first? I bet not the foundation. Same with website development. Customers rarely come in contact with those “behind the scene” operations. We call these operations back-end. It’s the back-end’s job to make your selfies show up on your profile, send your messages to your friends, and update your Facebook feed. The back-end is a server-side application that serves the front-end.”
If you don’t agree that the rewritten version is better, here is what my writing app Hemingway thinks:
For technical staff that seems hard to explain, you can always use metaphors and similes. They don’t only clarify the idea, but also make your writing more visual.
Back in the 19th century, Anton Chekhov told us how important visual writing is:
“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
A story needs to connect with a reader on the emotional level. This is hard to explain. Here is how I can put it: connection is when you feel the writer cares.
To create a connection in the story, imagine a person who is going to read your article. Then write directly to that person. Use “you” as opposed to “they” or “people.” Put your reader in the story right up front and talk about issues that matter to them.
People don’t read stories that aren’t relevant to them. A story needs to talk about problems that people are currently searching the answers to. Your story should also feature unique ideas. It doesn’t make any sense to write about topics that thousands of other writers have already discussed.
Relevant and inspiring stories are based on compelling research.
Here is what the Story Quality Measurement report can look like.
And how do you measure your copywriters’ performance?