When hiring a copywriter, it is important to set clear KPI expectations and then monitor their performance. You can even include the KPIs in the offer. It may be helpful if it later becomes clear that the hired specialist is not the right fit.
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A specific number of published articles per month of a defined length
For example, at least 10 blog articles totaling 10,000 words.
KPIs are considered met if the article is accepted for publication
It is important to agree in advance that KPIs are considered met if the article is accepted for publication. It often happens that content is written but not accepted for publication, with the editor sending it back for revisions.
By the way, if content is regularly sent back for revisions, this indirectly signals problems: either with the editor, the process (poor task brief), or the copywriter.
Still, even if there are issues with the editor or the process, an excellent copywriter can handle them, as they clearly understand that their job is not just to produce texts but to create marketing materials that play a role in the sales funnel.
Low % of AI generated content
Considering that today few copywriters write without using ChatGPT, it’s important to pay attention to whether an article is written by a human or generated by AI.
Ideally, the article should not be written with the help of ChatGPT, and the tool should only be used for generating ideas or similar support.
Otherwise, an article written by AI may not be indexed by Google or, at best, even if it is indexed, there is no guarantee how long it will stay in the index, how well it will rank, or whether it will rank at all.
Therefore, an article should only be accepted if it passes checks through AI detection services like GPTZero, with results not exceeding 3%, and ideally around 1–2% for outstanding texts.
Personally, I haven’t seen a better solution so far.
At the same time, it’s important to check not just the full text but also its individual sections through the detection service.
Meeting SEO goals to assess the quality of articles
Finally, the most important and critical point is the quality of the articles. Since quality is often a subjective criterion, it would be helpful to have some measurable indicators to assess it.
I often use SEO metrics: how the article performs in search results:
- whether it is indexed,
- whether it ranks,
- what keywords it ranks for, and
- whether it reaches the top 10.
The fewer results of this kind an article has, the lower its quality.
Unindexed articles, articles that do not rank, or those that rank for irrelevant keywords are clear indicators of low quality.
Consistently producing poor articles during the probation period is a sign that the copywriter is not handling the work.
Lead Generation Capabilities of Articles
Obviously, if a lead comes directly from an article, that’s brilliant. But only truly talented copywriters are capable of that.
Marketing managers usually deal with a market where the average copywriter’s skill level isn’t that high—or has even declined recently (this is easy to spot when a copywriter does a test task using ChatGPT…).
That’s why having such markers in place to filter out candidates and then regularly tracking their effectiveness can really help in practice.
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