4 Core KPIs to Track When Working With White-Label Content Writing Services
Sarah Edwards
Partnering with a firm that provides white-label content writing services is a great way to fuel the growth of your digital marketing agency. Adding white-label content to your delivery model allows you to serve more clients without taking on the overhead of an in-house writing and editing team.
However, it is essential that you closely monitor the performance of your outsourced copy when leveraging content writing services. By doing so, you can ensure that the firm is providing a strong return on investment and delivering impactful content.
Although there are many different key performance indicators (KPIs) that allow you to gauge the efficacy of content creation services, you should start with these four must-track metrics:
1. Organic Search Traffic
Unquestionably, the best way to gauge the ROI of white-label content is to measure organic search traffic. We recommend reviewing organic search traffic over the previous 12 months and comparing those figures to the current total traffic volume. While daily, weekly, and monthly traffic volume is always in flux, you should see unmistakable increases in traffic.
If your clients’ pages have been garnering more traffic after publishing white-label content, you can definitively say that the company is generating quality copy. An increase in traffic indicates not only that readers are enjoying the content but also that the copy is optimized for search.
When monitoring this metric, assess the total search volume and the amount of traffic generated by each piece of content. Over time, you can pinpoint which pieces of white-label copy resonate best with each client’s target audience. You can use these insights to adjust what types of white-label copy you order in the future to further enhance ROI.
While we consider organic search traffic a must-watch KPI, monitoring this metric alone does not provide a complete picture of the impact of your white-label content writing services. If you want to fully assess the firm’s influence on the success of your clients’ marketing campaigns, you will need to get more granular by exploring additional KPIs.
2. Bounce Rates and Time Spent on Pages
If your white-label content writing services provider generates quality copy, your clients’ audiences will spend a lot more time on their websites.
The longer visitors are on a site, the more likely they will be to read compelling copy and move deeper into the sales funnel. On the other hand, if time on page is low, the white-label content is probably lacking.
In addition to time spent on pages, you need to monitor bounce rate — the percentage of visitors who immediately leave a site without clicking on any content or navigating to other pages on the site.
Tracking these metrics is easy enough, but setting a target threshold is a bit trickier. Across all industries, the average time on page is less than one minute (54 seconds, to be exact). At a minimum, white-label copy should help your clients push average time on page over the one-minute mark.
Top-flight white-label content will help your clients achieve an average time on page of at least two minutes. When the average on-page time reaches that level, it’s safe to say that audiences are consuming content and interacting with the website.
3. Lead Generation Metrics
You can monitor dozens of lead generation metrics, but you should focus on lead generation KPIs that align with your client’s business model. For instance, if you are working with a software startup that follows a software as a service (SaaS) delivery model, its goal may be to sign readers up for product demos.
In this scenario, track how many demo signups are generated from your white-label content and compare this to past copy. If the new copy has led to an increase in demo signups, consider it a win for you and your clients.
Keep in mind that you can track multiple lead generation metrics. For example, the SaaS client might want to both increase demo signups and encourage readers to fill out a contact form. Tracking several lead gen metrics will provide more detailed feedback about the performance of white-label copy.
4. Click-Through Rate
What good is compelling white-label content if users never click on it? Getting users to click on new content requires a strong meta description and a captivating, SEO-friendly title. If white-label content lacks either, it probably won’t gain much traction among your client’s target audience.
Click-through rate (CTR) is just what it sounds like. This important metric measures how many users click on a link compared to total exposures (the number of times the link appears to users).
Let’s say that a new white-label blog appears to 100 users in a single day, and 10 users click on the link. In this scenario, the CTR is 10%. The higher the CTR, the broader your reach.
However, CTR is not a relevant metric unless analyzed in conjunction with other KPIs. For example, a CTR of 50% sounds great, but if your bounce rate is 90%, all of those clicks won’t impact your client’s bottom line much.
Deliver for Your Clients With White-Label Content Writing Services
Managing a single digital marketing campaign is a complex undertaking that requires focus, discipline, and creativity. Overseeing separate campaigns for your entire portfolio of clients is even more challenging.
Fortunately, you can free up in-house resources and give yourself more time to devote to your clients by leveraging white-label SEO copywriting services from Write Collective.
Our premier white-label copywriting agency knows what it takes to get your clients noticed and captivate their target audiences. We offer a dynamic range of content creation services and generate copy for clients in a diverse array of industries, including:
- Legal
- Automotive
- Healthcare
- SaaS/software startup
- Local business (e.g., HVAC and plumbing)
- Digital marketing
Are you ready to grow your firm and deliver more content to your valued clients? Take advantage of Write Collective’s white-label copywriting services and place your order today. Once we receive your request, your dedicated account manager will reach out so we can get to work crafting your captivating copy.
About Sarah Edwards
Sarah Edwards, the founder of Write Collective, is an SEO and content marketing expert with a strong track record in helping businesses, agencies, and individuals in every sector establish credibility online with strong links, optimized webpages, and superior copy.