How to Measure the ROI of Your Content Writer: 7 Key Metrics
Gordon Ibarra
How to Measure the ROI of Your Content Writer: 7 Key Metrics
Why Measuring Content ROI is Crucial
Setting Clear Goals Before You Measure
Top-of-Funnel Metrics: Awareness and Traffic
1. Organic Traffic and Pageviews
2. Keyword Rankings
3. Social Shares and Backlinks
Mid-Funnel Metrics: Engagement and Lead Generation
4. Engagement Metrics (Time on Page, Bounce Rate)
5. Conversion Rate (Lead Generation)
Bottom-of-Funnel Metrics: Sales and Revenue
6. Attributed Revenue
7. Customer Loyalty and Retention
Putting It All Together
References
How to Measure the ROI of Your Content Writer: 7 Key Metrics
Hiring a content writer is an investment in your business's future. Just like any other investment, you need to know if it's paying off. The good news? There are concrete ways to measure the value your content writer brings to your company.
After you've onboarded your new writer, tracking their performance becomes essential. This article breaks down seven key metrics that prove whether your content investment is working. When you hire a results-driven content writer, these measurements help you understand exactly what results you're getting.
Why Measuring Content ROI is Crucial
Think about it this way: you wouldn't invest in stocks without checking their performance. Content works the same way. Yet surprisingly, only 54% of marketers actually measure their content marketing ROI.
Tracking ROI helps you justify your content budget to stakeholders. It shows which topics resonate with your audience. Most importantly, it reveals what's driving real business results versus what's just taking up space on your blog.
Without measurement, you're flying blind. You might be pouring resources into content that looks good but doesn't move the needle. Or worse, you might cut a content program that's actually working because you can't see its impact.
Setting Clear Goals Before You Measure
Here's the thing: you can't measure success if you don't know what success looks like. Before diving into metrics, define what you want your content to achieve.
Are you trying to build brand awareness? Maybe you want more people to know your company exists. That's a valid goal, but it requires different metrics than lead generation.
Looking to generate leads? Your content should focus on capturing email addresses or demo requests. Want direct sales? Then you'll track how content influences purchasing decisions.
Write down your primary goal. Make it specific. Instead of "increase traffic," try "increase organic traffic by 40% in six months." This clarity makes measurement meaningful.
Top-of-Funnel Metrics: Awareness and Traffic
These metrics show how well your writer attracts new eyeballs to your content. They're the first signs that your content investment is working.
1. Organic Traffic and Pageviews
Organic traffic tells you how many people find your content through search engines. It's free, targeted traffic that keeps coming long after publication.
Open Google Analytics and filter by the articles your writer has produced. Look at the trend over three to six months. Good content should show steady growth as it climbs search rankings.
Pay attention to which articles drive the most traffic. A skilled writer identifies topics your audience searches for and creates content that ranks. If traffic stays flat or declines, it might signal a need to adjust your content strategy.
Compare traffic before and after your writer started. A 20-30% increase in organic traffic within six months is a solid benchmark for new content programs.
2. Keyword Rankings
Keywords are the bridge between what people search for and your content. Track where your articles rank for their target keywords.
Use tools like Ahrefs, SEMrush, or even Google Search Console. Input the main keywords for each article and monitor their positions over time.
Quality content typically starts ranking on page 2-3 of Google within a month. With consistent optimization, it should climb to page one within 3-6 months. First-page rankings are gold because they capture the majority of search traffic.
Document which keywords your writer successfully ranks for. This data helps you understand their SEO skills and guides future content topics.
3. Social Shares and Backlinks
Social shares show immediate resonance. When readers share your content, they're essentially endorsing it to their network. Track shares across LinkedIn, Twitter, and Facebook using tools like BuzzSumo.
Backlinks are even more valuable. When other websites link to your content, they're voting for its quality. Google sees these votes and boosts your rankings accordingly.
Monitor backlinks through Ahrefs or Moz. Quality content naturally attracts 5-10 backlinks within the first year. Exceptional pieces might earn 50 or more.
Look for patterns in your most-linked content. What topics earn the most backlinks? This insight helps your writer create more link-worthy pieces.
Mid-Funnel Metrics: Engagement and Lead Generation
Traffic is great, but engagement shows whether people actually care about your content. These metrics reveal if your writer creates content that connects.
4. Engagement Metrics (Time on Page, Bounce Rate)
Time on page measures how long visitors stick around. For a 1,500-word article, aim for 3-4 minutes average time on page. Shorter times suggest readers aren't finding value.
Bounce rate shows the percentage of visitors who leave without clicking anything else. High bounce rates (above 70%) might indicate mismatched expectations or poor content quality.
But context matters. A comprehensive guide might have a high bounce rate because readers found exactly what they needed. That's actually good! Compare similar content types for meaningful insights.
Check scroll depth too. Are readers making it to your call-to-action? Tools like Hotjar show exactly where readers stop scrolling. This data helps your writer structure articles better.
5. Conversion Rate (Lead Generation)
This metric separates good content from great content. Conversion rate measures how many readers take a desired action after reading.
Content marketing generates three times as many leads as traditional marketing. But only if it's done right. Track newsletter signups, content downloads, and demo requests from each article.
A good blog post converts 2-3% of readers into leads. Exceptional content might hit 5-10%. If your conversion rates are below 1%, something needs adjustment.
Test different calls-to-action with your writer. Maybe readers need a softer ask, like a free guide, before requesting a demo. Small tweaks can double conversion rates.
Bottom-of-Funnel Metrics: Sales and Revenue
Now we're talking real money. These metrics connect content directly to your bottom line.
6. Attributed Revenue
This is the holy grail of content ROI. Attributed revenue tracks when a customer's journey started with a specific piece of content.
Set up conversion tracking in Google Analytics. Create custom reports that show the first touchpoint for customers. You might discover that your "beginner's guide" consistently starts journeys that end in $10,000 deals.
Use UTM parameters on all content links. This granular tracking reveals which articles drive the most valuable traffic. Your writer can then create more content in that style or topic area.
Calculate the lifetime value of customers who came through content. Often, content-driven customers have higher retention rates because they're better educated about your product.
7. Customer Loyalty and Retention
Great content doesn't just attract customers; it keeps them around. In fact, 63% of content marketers report that content has helped build customer loyalty.
Track how often existing customers engage with your content. Do they read your blog? Share your articles? High engagement from current customers signals that your content adds ongoing value.
Monitor support ticket volume after publishing help content. Good educational content reduces support burden while increasing customer satisfaction. That's a double win for ROI.
Survey customers about your content's helpfulness. Ask specific questions: "Did our blog help you succeed with our product?" These qualitative insights complement your quantitative metrics.
Putting It All Together
Measuring content ROI isn't about tracking every possible metric. Focus on the ones that align with your goals. Building awareness? Prioritize traffic and rankings. Need leads? Focus on conversion rates.
Create a simple dashboard that tracks your chosen metrics monthly. Share it with your writer so they understand what success looks like. This transparency helps them create content that moves the needle.
Remember, content ROI often takes time to materialize. SEO benefits compound over months. Brand building happens gradually. Give your content program at least six months before making major judgments.
The writers who deliver the best ROI understand these metrics deeply. They write with purpose, always keeping business goals in mind. When you find a writer who consistently improves your key metrics, you've found a valuable partner in growing your business.
Start measuring today. Pick three metrics from this list and track them for the next quarter. You'll quickly see which content investments pay off and which need rethinking. That knowledge transforms content from a cost center into a profit driver.
References
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Posted Jun 15, 2025
Is your content writer driving real business value? Learn to track the right metrics—from traffic and leads to engagement—to measure the true ROI of your content.
