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How to Prove Your Copywriting Works

In the past, companies could rely on marketing spend to grow their organic search traffic and boost their brand’s awareness. However, as Google Adwords and other PPC (pay per click) platforms have changed the game, marketers must now be able to provide evidence of success before spending more money.

Whether you’re a digital marketer, content strategist, or copywriter, you’ll regularly be asked to provide proof of the value of your work. Unfortunately, many businesses get so absorbed in the day-to-day tasks of running their business that they forget to consider the specific needs of the marketing department, especially when it comes to proving the value of their work.

Here are some of the things you might be asked to prove:

Increased Brand Awareness

Over the years, SEO and content marketing have risen as answers to the call for increased brand awareness. The advent of big data and in-house A/B testing has made it possible to scientifically measure the results of online marketing efforts.

From there, you could prove that your content marketing strategy either 1) increased brand awareness, 2) decreased brand awareness, or 3) had no effect at all.

Cost-Effective

Marketing budgets can be a scarce resource, especially when considered in light of the other departments in the company. Therefore, you’ll be expected to prove that your content marketing strategy was indeed cost-effective.

There are numerous ways to prove the cost-effectiveness of your content marketing efforts. You could look at the number of clicks on your organic search marketing campaigns or look at the number of leads that became customers. You could also examine the number of times your online marketing efforts were featured in popular magazines or compare the number of blog posts you wrote in a month to the number of leads you generated.

Whatever the method, you’ll need to consider what’s important to your company and what’s important to you. Your personal goals and professional accomplishments will all be considered when coming up with the perfect proof.

SEO Is The Key To Growth

If your company focuses on ecommerce, it’s essential that you understand the role SEO plays in generating traffic and leads. In case you’re wondering, SEO stands for Search Engine Optimization and refers to the process of optimizing your website to appear more frequently in the search results of major search engines, like Google.

Because SEO is a crucial part of online marketing, you’ll be expected to prove that your organic SEO strategy either 1) increased web traffic, 2) increased leads, or 3) decreased web traffic and decreased leads.

Increases In Organic Search Traffic

If you managed to nab a coveted spot in the top three results of a major search engine, you’d be expected to provide proof that your website got the attention of potential customers.

One of the most popular ways of demonstrating organic search traffic is through organic search monitoring, which entails measuring the volume of visitors to your website from searches on search engines. You could also examine the referring sites and see how many clicks your website received from each of these sites.

Decreases In Brand Awareness

Although you want your website to be useful to your potential customers, you don’t want to do anything that would decrease brand awareness, especially when considering the other departments in your company. If your website starts receiving a lot of traffic from China, you might want to consider whether or not you should be doing business there.

Sometimes it’s difficult to find a balance between marketing and sales, especially when there’s so much riding on the line. That’s why it’s so important to find proof that your efforts led to something tangible, like an increase in brand awareness or a spike in web traffic.

Helps To Generate More Leads

When considering the various ways a marketer could be considered successful, the number of leads generated might be the most important metric.

If you wrote a blog article that led to a noticeable increase in web traffic but didn’t result in any new leads, it’s possible your blog article was just a fluke. It’s unlikely that just one piece of content will lead to significant growth, especially considering that most marketing efforts involve multiple platforms and multiple types of content, like blogs, videos, and more.

Proof of leads includes anything that demonstrates the value of your content marketing strategy. You could look at the number of individuals who visited a specific page on your site or the number of times a keyword was searched for, and then compared this to the number of leads you previously had.

Evaluate The Overall Effect Of Your Marketing

As a marketer, one of the most challenging parts of your job is evaluating the overall effect of your marketing efforts, like the content you’ve published and the ads you’ve run.

It’s easy to get absorbed in the day-to-day minutiae of running a business and forget to consider the bigger picture. Although it might not always seem like it, you’ll always have something to prove.