content marketing interview assignment

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3 content marketing interview assignments to qualify candidates

Here are three basic writing prompts you can send as content marketing interview assignments for candidates to confirm their skillset.

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Here is an email you can send to candidates that you have selected based on their profile (resume), work portfolio and maybe a cover letter.

Now that you’re ready to schedule interviews, you may want to ask them to do a bit of homework that applies to your product/company.

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“ Dear Jane,

Thank you for applying for the content manager position at our company.

In addition to getting to know you through video interviews, it’s going to be your work that will impress us. For that reason, we encourage you to complete one (or more) of the writing prompts below before we start the interviews.

To make your work meaningful, we came up with three examples that are real and should be usable right away. In your role as our Partner Content Marketer, the Content Buck stops with you. No one should have to review your work before it goes ‘live’. So make sure this is of the right quality level. Feel free to have others review it before you send it to us.

If we like your work, we would love to use it and will, of course, compensate you accordingly."

Wow prompt  - make our audience notice us

"Please write a short piece that builds on some of the ideas found on our website. Use language that draws in our audience. Turn the voice from being about us into text with our Customers or Partners at the center. Make our audience the hero. This article should be about them and their needs and aspirations. Consider a headline that could be the subject line for an email or the first sentence in Google Search results.  It has to grab attention and have our audience want to click on it and learn more."

How prompt - help our audience through their journey

"This piece is about guiding our audience on their path to become more productive. Use education, answering potential questions (how to), lists and guidelines to help someone take the next step at any stage in their journey.  You can focus on the first stage where they are still figuring out if they have a need, and contemplate possible solutions. Or the second stage where they are looking at multiple options to solve for their needs. Or the final stage where they may have settled on wanting to work with a solution that we offer, and now they want to make sure they can trust us, rely on us and make the jump to commitment.  Write a short text that helps people answer questions they have, or learn something to help them along their journey."

Now prompt - calling someone to action

"Write an email that can be the first email of that new service. Help them understand how to start. The email needs to start with their needs in mind. We need to assure our new customer that we know what we're doing by taking them by the hand. We want to make it easy for them to follow our lead. The customer wants us to become their trusted guide.

Feel free to pick any of the three examples that help you impress us. You can do more than one as well. This exercise is not about quantity though. It’s about letting your qualities and talents shine.

Thank you again for applying to become part of our team. This role is one of the most strategic positions on the team, and we look forward to seeing your work and get to know you better.

Please post your work as a google doc and share it with us at least a day before your interview.”

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More companies are opening up content positions in their departments thanks to the growth in, and corresponding investment in content marketing, with 75% of companies increasing content marketing investment, and 43% increasing staff levels according to 2016 Curata data.  Michael Gerard and I have put together a list of key competencies to consider when hiring your next content marketing superstar. We’ve also included interview questions an employer should ask, and a candidate should be able to answer, while interviewing for these positions.

This blog post has an overview of interview questions and responses. For a full list of interview questions, the ideal responses, and evaluation criteria, download Curata’s  Content Marketing Interview Template .

Growth in Content Marketing Jobs

In the past three years there has been an uptick in content marketing related positions available at all levels, from interns to executives. Perusing the available openings on job boards, the most common titles include:

• Content Marketing Specialist
• Content Marketing Manager
• Content Marketing Strategist
• Content Marketing Intern
• Vice President of Content Marketing
• Chief Content Officer (rare)
• Content Marketing Associate

Looking at job trends on Indeed.com reinforces this: the inclusion of “content marketing” in job descriptions has skyrocketed nearly 400% in recent years.

Must Have Content Marketing Competencies

Below are some of the must-have competencies to identify in your next content marketer. These may vary slightly depending upon your organization and what level individual you’re looking to hire.

• Passion and Talent for Content Marketing (and writing).  This is number one on my list.  You need to be a great writer and editor, highly creative, able to tell a story, and most importantly—love doing content marketing. Although more detailed questions are provided below, you need to understand if your candidate really loves content marketing, and if they will take the initiative to develop and grow in the role.
• Aligning Content with Market/Customer Needs. Content marketing is the process for developing, executing, and delivering the content and related assets needed to create, nurture and grow a company’s customer base. If you don’t have the capability to understand a market (e.g., be able to listen to customers and influencers, and identify their communicated and latent needs), you simply won’t be able to deliver great, engaging content.
• Understanding What Drives Successful Content. Some of the best writers in the world will never be successful content marketers. A superstar content marketer must understand what drives success in their market and within their organization (e.g., understanding Google search, measuring performance, translating data into insight).
• Maintaining a Consistent Supply of Quality Content. This competency deals a lot more with operations than simply content creation. Producing and delivering great content on time on a regular basis is no easy feat.
• Action-Oriented. Being a content marketer requires working with many people that don’t report to you, and getting them to deliver a product or service that can make or break your own success. This can include content from a product marketer, SEO insight from the digital team, and promotion by the social media team. Your content marketer should have the drive and creativity to do what it takes to get the product (i.e., content) out the door, optimize its promotion, and be prepared to do things differently when required. They need to be able to take a risk when necessary.
• Multi-Tasking. This is the ability to manage many activities and prioritize deliverables in a demanding, fast-paced environment. No doubt there’s some overlap here with being action-oriented, however, the need to be a great project manager cannot be under-estimated—especially for more senior staff.
• Desire and Ability to Work in a [Small/Large] Company. Select which version is best for your organization. There are significant differences between the two environments.
• Understanding and Use of Technology.  Take a look at this Content Marketing Tools map and you’ll quickly understand the opportunity and challenge that exists for today’s marketer to tap into the power of new software.

Must Ask Content Marketing Interview Questions

Below are some of the must ask interview questions for any content marketing position, aligned with the competencies described above. Many of the questions are low level and tactical rather than strategic in nature—and more appropriate for a content marketing specialist than a Vice President of Content Marketing.

My philosophy however, is that in order to run a content team and create a content strategy , you need to know how to perform the duties of the team you manage. So I also ask senior level hires these same interview questions. Refer to the Content Marketing Interview Template for a more comprehensive list of interview questions as well as examples of poor, mediocre, and great responses to these interview questions.

Passion and Talent for Content Marketing (and Writing)

What do you enjoy about writing.

• Why it’s important to ask this:  Content marketing is a lot more than writing; however, I consider this talent to be a foundational element of a superstar content marketer. You have to love what you do.
• What to look out for: Look for indicators that they have a passion for writing. Understand what drives their passion, what outlets they’ve used to express this passion, and what personal benefits they get out of creating content.

Describe how you determined the style, tone, and voice for a specific piece of content you recently completed.

• Why it’s important to ask this:  Your content marketer will need to express a unique voice and opinion in their work. However, they also need to adapt their own style as a function of your company’s needs, the audience, format of the content, person they’re writing for, and so on.
• What to look out for: Look and ask for specific examples of how they modified their style, as well as asking them to identify why this is important.

Provide a specific example of content you created that entertained and/or educated your readers.

• Why it’s important to ask this:  Content marketing is about adding value to your readers, such as providing an infographic that educates about their industry, or creating an entertaining video that helps them with their job or career. Your team needs to create content that provides entertainment such as through story-telling or comedy in order to stand out from the crowd, and to capture and sustain their attention.
• What to look out for:  Look for examples of their content that told a story, used humor, and/or educated their audience about something other than a company’s products. Bonus points if the candidate has delivered more unique formats of content, such as infographics , podcasts or interactive content. Ask for examples of where they’ve used visual content, including why they were or weren’t successful.

What content marketing blogs do you read?

• Why it’s important to ask this: Is the candidate really  interested in content marketing? Do they take personal initiative to educate themselves and grow as a content marketer? Or will they only grow solely through your mentorship on the job?
• What to look out for: See if they mention specific blogs . If they just say, “you know, all of them,” or “the usual ones,” they are likely not reading any.

Describe a situation in which you were given feedback on a content piece.

• Why it’s important to ask this: I certainly want a content marketer to have an opinion about what works and what doesn’t work. However, it’s also important that they can accept critiques about their work and make changes as necessary.
• What to look out for:  Understand what type of feedback they received, how it made them feel—and most importantly—what they did with that feedback.

What process do you use when proofreading?

• Why it’s important to ask this: I certainly want a content marketer to have an opinion about what works and what doesn’t work. however, it’s also important that they are able to accept critique about their work and make changes as necessary.
• What are some of your greatest “pet peeves” when editing someone else’s writing?
• Which style guide(s) do you depend upon? See “Great Responses” in the Content Marketing Interview template .

Aligning Content with Market and Customer Needs

How do you decide which content topics to focus on and what format that content should take.

• Why it’s important to ask this:  What drives a person to invest their time and effort into creating content? Is it anecdotal insight such as a hallway conversation with a sales person—which may be a good place to begin investigating an idea, but not the final driver for its execution? Or is creation more data-driven, such as through Google Analytics or insight from a  content marketing platform ?
• What to look out for:  Be wary if your candidate indicates their past content development was primarily driven by what their boss told them to write about; or they have no understanding of what goes into content strategy . A follow-up question could be: “Describe your company’s content strategy, including key steps in its development.”

It’s your first day on the job. Walk me through the steps you’d take to develop a content strategy for our organization.

This is more of a case study type of question, better suited for senior hires. Check out the following eBook as a resource to best understand responses for this question:  How to Create a Content Strategy: The Content Marketing Pyramid .

Understanding What Drives Successful Content

What makes content “successful”.

• Why it’s important to ask this: In order to create great content, you have to know how to discern which content is doing well in the first place.
• “Repeat visitors”
• “Retweets and likes”
• “Search engine ranking”
• “Comments”
• “Leads and sales”
• “It depends”

The more they name off and can sensibly explain the importance of, the better.

Walk me through how you create a blog post.

• Why it’s important to ask this: This is a good question to tease out which parts of the content lifecycle the candidate is familiar with. Do they only have experience with copywriting, or can they come up with blog ideas themselves? Do they stop at writing the blog post, or do they keep promotion on social media in mind as well?
• What to look out for: You should look for a response that captures the whole process from start to finish, from ideation to production to distribution to analytics. A great answer will include specific tools and details. Here’s an example of great and mediocre responses.

How do to decide what to content create?

• My manager tells me what I should write about and gives me an outline.
• I look at what’s trending and pick an interesting topic.
• I keep a backlog of keywords that people are searching for in Google related to my target topic, and create posts based on the backlog.
• I set up Google News alerts and a feed reader to look at which topics are trending in the news that relate to my topic area. I come up with spins on those topics to newsjack those stories.
• I regularly ask the sales team what questions their prospects are asking, and use the responses as fodder for my next post.

What steps do you take when you actually create your content?

• I write my blog post in Word and then post it when it’s ready.
• I write my blog post in Word, add hyperlinks to at least three other pieces of content on our site that we’ve published, and add at least one hyperlink to a third party resource.
• I ensure there’s an associated featured image for the post by going to a stock image site.
• I always make sure there’s a clear call to action at the end of each post.
• For quality control , I make sure at least one other person has proofread it before publishing.
• I  optimize the title for a target keyword by looking at what terms people are searching for in Google.

After you have published your content, how do you promote it?

• I publish my content on WordPress, and then tweet it out as well.
• I publish the post on our blog using WordPress.
• I then schedule a minimum of four tweets at different times of the day in HootSuite.
• I email coworkers to retweet and share my post as well.
• I ask the  demand generation team  to include it in the next  email newsletter to our database.

How do you know if your content has performed well or not?

• Usually I just know if it’s done well or not.
• I look at Google Analytics after a few days to see how many page views it has received.
• I search on Google for the target keyword I was optimizing for to see if it ranked in the first page.
• I look at the Twitter counter on the post to see how many tweets cite this post.

How does Google rank content?

• Why it’s important to ask this: I am always surprised by how few marketers at any level understand how Google really ranks content . Though you’re not interviewing for an SEO position, content marketing is intrinsically tied to search engine optimization; everyone should know the basics when creating content.
• What to look for: You don’t need a candidate to know the PageRank formula, but rather the basic premise behind Google’s ranking algorithm, along with other auxiliary factors that help with SEO. For example, many naive marketers think Google ranks content largely on meta tags and keyword stuffing. In reality, Google primarily ranks content on inbound links, and the authority of the sites doing the linking. It’s a bonus if a candidate can mention other contributing factors such as the text of the hyperlink, the title tag, keywords in the URL, and others.

What are some good ways to get other people to link to your content?

• Why it’s important to ask this: The candidate may understand Google ranks content based on inbound links, but they also need to know how to accumulate inbound links.
• I interview influencers , not only because they have good things to say, but because they promote the resulting content to a large audience as well—and some of those people will end up linking back to my interview.
• I include content others can reuse. For example, I may create a quick infographic that other bloggers may want to curate or include in their own posts, with a link back to mine.
• I write long form content so I have the most comprehensive and authoritative post on a particular subject, which tempts others to link to me as the reference source.

Take Home Assignment: Produce an original writing sample

• Why it’s important to ask this: Many candidates may come in with writing samples from the past, but they may not accurately reflect the candidate’s capabilities. For example, the sample may have been proofed by a manager. Furthermore, it doesn’t accurately assess whether the candidate can create content that relates to your specific industry and topics.
• Grammar, spelling, and attention to detail. Did they care enough about the job to proofread the post?
• Title of the post.  Did they come up with a creative title for the post? Is it SEO optimized ? Or did they just copy the title of the eBook?
• Call to Action. Did they include a call to action to the full eBook at the end of the post?
• Paragraphs and structure. Is the post quickly skimmable? Or is it a wall of words?

Similar to interviews for other positions where candidates are asked riddles, the candidate may not use these skills every day on the job, but all of the above interview questions help tease out if they are cut out to be a well rounded content marketer.

The Interview: Where to Go From Here

Even if they make it through all the above interview questions with flying colors, it does not necessarily mean they’re a fit. It’s important to screen for cultural fit, and to make sure they have a good work ethic.

If they are a strong candidate on these fronts, as a hiring manager it’s your turn to answer some of the candidate’s interview questions: Why should they work at your company? How is your vision for content marketing  any different to any other marketing department out there?

Employers: What do You Think?

Since being a professional “content marketer ” is a relatively new role, we would love to hear which interview questions you have found to be effective. Please let us know in the comments below.

Content Marketers: Come Work at Curata

If you think you are cut out to be a content marketer, come work at Curata! There’s no better place to be a content marketer than at a company that serves content marketing departments of all sizes, big and small. Apply now to be our next content marketing superstar. 

We look forward to meeting you and grilling you on the above interview questions (although you now know the answers we’re looking for). For a full list of interview questions, ideal responses, and evaluation criteria, download Curata’s  Content Marketing Interview Template .

Pawan Deshpande

Pawan Deshpande is the founder and CEO of Curata, a Boston-based company offering content marketing software used by thousands of marketers around the world. He spearheaded the first-ever panel at SxSW on Content Marketing in 2011, and was a 2014 Finalist for MarketingProfs B2B Marketer of the Year. Pawan was an engineer at Microsoft and Google where he was awarded patents in social networking and machine learning. He previously attended MIT where his graduate thesis won top departmental and international awards.

Pawan is also a blogger for The Huffington Post, the Content Marketing Institute, CMO.com, Forbes, Marketing Profs, and other technology and marketing publications.

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Data sourced from Curata CMP, our content marketing platform. Find out how to use Curata’s powerful analytics and calendar functionality to upgrade your marketing  here .

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6 interview writing prompt examples to qualify content candidates

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Qualifying candidates for content can be a longer process than you think. After all, your content is how people find you, learn from you, and choose you. And good quality and execution of content are what may set you apart from others. So, how do you make sure they’re fit for the role? Or if they can deliver the results you’re looking for? A good place to start is by asking them to complete writing prompts as an early step in the interview process.

As a manager of a content team, writing is one of the most important things I need to vet in order to see if a candidate is fit for the role. And I don’t just want to see writing they’ve done in the past, I want to test them now . That’s why I’ve come up with several different written task prompts to put candidates to the test. Are they a good fit for the role? For the company? For the team?

When you're building your first marketing team, a content writer will be one of the first roles you should consider hiring for , and when working with a small team it'll be essential that you hire the right person the first time, rather than wasting time and resources training someone who's a poor fit. Writing prompts are a perfect way to allow candidates to show off their skills.

When should you ask content job candidates to complete a written task?

There are different stages of the interview process in which you can offer written assignments. First, if candidates maybe lack a portfolio or you need more information upfront, you can ask candidates to complete writing prompts before you even speak to them. Second, and my preferred method, you can ask them to complete writing prompts later on in the process. Alternatively, you can do a mix of both. I’ll let you decide what works best for your hiring funnel. 

Here are examples of what a typical interview process may look like and where the writing prompts may fall:

• Resume, portfolio & video introduction reviewed
• Pre-interview writing prompts completed
• Phone screen or initial interview
• Writing prompts completed
• Interview with the hiring manager (where writing prompts are presented)
• Interview with another member of the team 
• Interview with higher-level managers/CEO if needed
• Hired :) 

Let’s take a look at 6 different sample writing exercises for job applicants you may find helpful in your next round of interviews.

3 short writing prompt examples 

Now that your hiring pipeline is full, you’ve reviewed resumes, portfolios, maybe a quick applicant video introduction, and the like, and you’re probably ready to start scheduling interviews. At this stage, it might be wise to ask some of your top choices to do a bit of homework that applies to your product/company to kick it off. You can do this before you start the first round of interviews, or after.

These short writing prompts should give you just enough to test the legitimacy of their work. To make the most of their time and yours, make sure that all assignments and expectations are clearly explained to candidates, especially if it’s before they get the chance to speak to anyone.

Short writing prompts to choose from

These examples can be tweaked and modified to the position at your company or depending on what exactly you’re looking for. Nonetheless, they can help you get started on how to develop short writing prompts. 

1. ‘Wow’/awareness prompt  

Please choose something on our website that you can build upon and write a blurb to ‘wow’ our audience. Make sure to use language that draws them in and makes them the center (it should be less about us and more about them). Consider a headline that sparks interest or curiosity from the reader. 

Add a short description explaining what you expanded on and why you did what you did. 

2. ‘How’/Consideration Prompt

Write a short blurb that helps our audience answer questions they have or learn something to help them along their buyer’s journey—whether they’re in the awareness, consideration, or decision stage. This can be for website copy, an email—just something to show you know how to write for this stage of the funnel.  

Add a short description explaining how your writing piece guides readers along in their journey.  

3. ‘Now’/decision prompt 

Please write an email inviting someone to do something—download our new guide to X, reach out to us, schedule a demo, etc. Make sure to describe why you wrote what you did and how it requires action from the audience. 

These are good tests that force candidates to really think about their targeted audience and the stage of the funnel they’re in and how to write for them—a true marketing skill. They are interesting, yet broad topics you can have job candidates complete to really challenge them—both in writing and in marketing knowledge. 

Now, let’s take a look at project-based writing prompts that are a bit broader. 

3-part project-based sample writing prompt 

I personally prefer to ask candidates to complete a project-based writing exercise after an initial interview. This gives us the opportunity to learn more about them and their experience, so instead of short samples, the project-based writing prompts allow us to further determine if they are a good fit. 

For this project-based writing prompt, I ask candidates to complete 3 stages of a writing assignment. First, I test their ability to edit and improve their writing. Second, I test their ability to write a piece, and third, I test their ability to plan and build a content strategy. 

Of course, this is specific to what the content role does here at Kalungi on a day-to-day basis, but I’m confident any content marketer or content manager should know how to do these 3 tasks (or hopefully you can get some inspiration for how to tweak this for your company). As a note: no matter what, this longer, project-based writing prompt should specifically do 2 things:

• Allow the candidate to get a taste of what they will be doing during their day-to-day
• Allow you as the hiring manager to see if they will be a good fit for their job depending on the work they deliver 

Let’s dive into this 3-part writing project. You can choose to assign all the parts, or select one or two. However, we’ve found this to be a good test of whether they’re a good fit for us, and we’re a good fit for them.

Project-based writing prompt for job candidates

1. editing & improving writing .

Please edit, leave suggestions and optimize this blog: [insert blog here]. Let us know what you’d change or improve to make it the best it can be.

2. Writing a blog 

Please showcase your ability to create high-quality content that adds value, drives organic traffic, and boosts keyword rankings. Write an 800-1,000 word blog post on ‘[insert keyword here]’ for [website].

3. Planning & strategy 

Demonstrate your ability to strategize, plan, and advise a topic cluster content strategy . Put together a topic cluster strategy in this spreadsheet [insert link here]. 

This 3-part writing project requires the hiring manager and the job candidate to discuss the decisions that were made in the next interview. I prefer to invite candidates to schedule an interview with me right when this project is completed so we don’t delay the process. This is because I’ve found that although sometimes people don’t ‘nail’ these projects, or do complete them with the quality I hoped for, I can tell if they are on the right track or if they can learn quickly when they explain the approach they took—especially for the editing and planning projects. 

An example of what I added to the end of the project description: 

Present your work! Please schedule a 30-minute content interview with the hiring manager. Contact [email protected] to schedule.

An optional portion of the project I also like to include is a self-review where the candidate answers the following questions. 

• How do you think you did? What do you think you did well? 
• What did you struggle with? What do you want to learn more about?

I give them the option to answer these questions in the project document or to be ready to discuss them in our interview. These are questions that allow you to tell the kind of person they are and the attitude they have towards work and learning. I think it also opens up the conversation and makes us more human. After all, honesty is key, especially during interviews :)

Good luck with your next hire

I hope these writing sample prompts help you better determine which candidate is best for your business. Remember, it’s the work that should impress you, not their resume or their experience. 

If you do use any of these writing prompt examples—we’d love to hear your feedback on what you (or the candidate!) thought about them and how they helped you in your hiring journey. You can reach out to me personally at [email protected] . 

Looking to build your marketing team? See our resources on " What roles to hire first " and " How to hire your B2B SaaS CMO " or get in touch with our team to learn more about how Kalungi's outsourced marketing services could provide you with a full-service, instantly-on marketing team .

CTO and co-founder at Kalungi, Fadi has helped SaaS companies grow with Inbound Marketing strategy and tactical best practices. as well as Marketing & Sales alignment to generate over $250MM in revenue for companies globally.

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50+ Questions to Ask a Content Marketer in an Interview

When you want to succeed online, you need a blog. When you want to run a blog, you need a content marketer to manage it. When you're in the market for a content marketer, you need to know what to ask them when you interview them to make sure you're getting one who knows what they're doing.

What I've done here is put together a list of over 50 interview questions you can consider asking of your content marketer candidates. I've divided them into a few categories, and you should generally only pick a handful from each category. Trying to get through 50+ questions in a single interview is far too much, for you and the candidate.

Part 1 of 5: Questions About Content Marketing

This first batch of questions primarily focuses on content marketing. What does the candidate think about content marketing, how do they go about it, and what is their personal experience with it?

1. What topics do you specialize in? Some writers prefer certain topics over others or have plenty of experience with a specific kind of content. Ideally, they will specialize in your organization's primary topic, of course.

2. What topics do you refuse to write about? Some writers don't want to write about some topics. I know people who won't write about finances or medical topics because of their inexperience. I know many who refuse to write about alternative health for morality reasons. Make sure you know their lines, and if your business would cross them.

3. Tell us about a time you put extra effort into the quality of your content. You want to hear a story about going above and beyond, here.

4. What is your typical process for editing and proofreading content? A good writer goes through their content with a fine-toothed comb, using tools and techniques to make sure their content is top-notch.

5. What tools do you typically use as part of your process? They'll tell you about a word processor for sure, but you also want to hear about things like Grammarly, and even keyword research and other associated marketing tools as well.

6. What types of content are you used to creating? I mostly write blog posts, for example, but I also create infographics, and have never done a video myself. What skills does your marketer have?

7. How do you approach a topic you haven't looked into before? This should tell you how they research topics that are new to them, which they will probably encounter quite frequently if they aren't an expert in your subject already.

8. How do you verify the quality of a source of information? You want to know how they handle the fact that fake news and poorly sourced information can rank well in Google searches, and how they separate good sources from bad.

9. What do you explicitly not do, or need someone else to help you do? If your content marketer does the ideation, meta information, editorial functions, and writing, but needs a team member for images, video, or the bulk of the writing, will they fit with your team and company? Will they need a freelancer budget or a team member you also need to hire?

10. What is the most important aspect of the content you produce? There's no right answer here; what do they prioritize? Is it the writing, the meta information, the topic choice, or something else?

11. How do you determine the style, voice, and tone of your content? Any answer is good here, so long as they have an answer (unless it clearly goes against what you want for your company).

12. Do you focus on sales, education, instruction, or other type of content? A writer used to writing sales copy might not be great for a more educational blog, for example.

13. How do you handle topic ideation and keyword research? A content marketer does more than just writing, and you need to know how they do the other stuff that makes their job a success.

14. What makes a piece of content successful? Is it readers, is it sales, is it social shares, is it something else? What do they prefer, and what does your company want most?

15. How do you determine if a piece of content is successful? With the above question answered, how do they measure those metrics? Are they used to a proprietary tool, Google analytics, or something else?

16. How would you go about writing content on a topic that already has excellent content about it online? How do they deal with competition?

17. Explain to us how Google ranks content, please. You want to make sure they have a working knowledge of how to work within Google's algorithm.

18. How would you go about creating a piece of video content? Video is increasingly popular on the web, so having a content marketer who can make it is a huge asset.

Part 2 of 5: Questions About Collaboration

A good content marketer is part of a team larger than themselves . Even a rockstar marketer can't handle an entire company blog on their own, they'd burn out. These questions ask how a candidate works with a team.

19. Do you usually work solo or with a team? Solo marketers can work fine for small businesses, but the pressures of a large company might mean they require a team to get everything done.

20. Do you have experience managing a team? If your new hire is going to have a team working for them, experience managing a team like this is important.

21. Who is on your current team and what roles do they fill? If they have a team, asking them what their team members do gives you a good idea of how they work.

22. How much supervision do you usually expect? Some blog managers have direct and daily contact with their superiors, while others only deliver monthly status updates. Where do they fall?

23. How do you handle feedback about your content from a supervisor? Most will be deferential, though some might stand up for themselves and cite data for their decisions.

24. How do you handle feedback about your content from a customer? Do they take the "customer is always right" attitude, or do they defend themselves there too?

25. What would you do in your first week on the job? Know what answer you want here. Do you want them to take over immediately, spend time getting to know your existing processes, or start from scratch?

26. How would you work with a teammate who has different ideas of what needs to be done? Collaborating with someone with different views is one of the primary challenges of working on a team.

We create blog content that converts - not just for ourselves, but for our clients, too.

We pick blog topics like hedge funds pick stocks. Then, we create articles that are 10x better to earn the top spot.

Content marketing has two ingredients - content and marketing. We've earned our black belts in both.

Part 3 of 5: Questions About Work History

This set of questions focuses on past experiences with both company fit and with content marketing. Understand that many freelancers have NDAs or ghostwrote a lot of their content, so they might not have their best examples on hand, but they should have something to show for their efforts.

27. What companies have you worked for in the past as a content marketer? Most of the time you won't recognize them, but you can look them up later. Check to see how their content marketing looks when you do.

28. What performance statistics can you boast in your role? Did they increase sales by a given percent? Did they boost traffic? How did they do?

29. What is your definition of content marketing? You want to know what they consider part of content marketing and, thus, their purview.

30. How do you think your past clients could do content marketing better? Not to say anything bad about their past employers, but to point out ways they recognize that they could have done better, given free rein.

31. In what way do you think your past clients excelled in content marketing? The inverse of the previous question. If they know their past clients did something right, they should be able to speak on it.

32. Have you had a client ask for revisions, and how did you handle them? Being able to handle minor or major revisions to a piece is part and parcel of being a marketer with a boss.

33. Have you had content rejected, and what did you do? Rejection is part of the job, but you want to know if they're likely to fight a rejection or accept it and use the content elsewhere.

34. What is the piece of content you're most proud of creating in the past? Portfolio pieces can give a lot of insight into a candidates talent, and can show you what the best they have to offer looks like.

35. What is the piece of content you're least proud of, and why? Sometimes a marketer will publish something they didn't like. Does it still exist, and why is it bad? How bad is it?

Part 4 of 5: Questions About Culture Fit

Even if your content marketing team is somewhat divorced from other teams in your organization, it's still a team, and it's still part of your company. This is why you want to make sure that your new hire fits in with the culture of your company.

36. What is an example of a time you went above and beyond expectations? This can show you how ambitious a marketer is when they have a glimmer of success in their eyes.

37. Describe a time you received praise from your client or employer. Did they seem to let the praise go to their head? Did they feel they deserved it?

38. Describe a time you underperformed, and how you handled it. Everyone has a bad day. Did they take it in stride, or did they turn it into a bad week?

39. What was a low point during your last job, and how did you handle it? A low point is not necessarily their own fault; what did they experience and how did they work past it?

40. Describe a time you disagreed with your client/manager, and how you handled it. Disagreements can be common and perfectly acceptable if they're handled properly.

41. Do you enjoy content creation? Anyone who says they love it is worth some skepticism, but some genuine enjoyment isn't a bad thing.

42. How would you react if a major project has an issue? Some people let a bad project be water under the bridge, while others spiral down with it.

43. What industry-relevant blogs do you follow? Look for specific blog names, and look for blogs you might not have thought of before.  Anyone can just say Moz or CMI, even if they don't read blogs.

44. Looking at our blog as it stands today, what is its biggest flaw? You're looking for someone who has a unique perspective and a critical eye. If they don't have an answer, did they not look at the blog they'd be running?

45. Looking at our blog as it stands today, what is its best quality? Same as the above question, really, just from the other side.

Part 5 of 5: Questions About Test Assignments

I like to give content marketers a test or two as part of an interview process. The best test is to give them a topic or a prompt and have them write a blog post for it. I like to choose a topic where I know at least one of the highly ranked resources on the subject is wrong, just to see if they fall for the trap.

46. Did past experiences inform the way you created this content? Hopefully, they've been able to leverage their experience, if not specific knowledge on the subject.

47. How difficult was it to put this content together for us? You're looking for someone who judges the assignment fairly; neither too hard nor too easy.

48. How long did this assignment take you to complete? While the amount of time a blog post takes can vary, you want something reasonable.

49. What was the biggest challenge when completing this assignment? If you laid a "trap" for them, ideally, they will point it out.

50. If this were a real post, how would you promote it? Promotion is a huge part of successful content marketing, and this can show you their process.

51. How would you improve this piece of content? This is another related test. Offer them a piece of content you know is poorly written and see how they would make it better for your site.

Now, again, you won't be asking all of these in a single interview. This set of questions should give you an idea of what you want to ask, and you can certainly ask other questions besides.

James Parsons is the founder and CEO of Content Powered, a premier content marketing agency that leverages nearly two decades of his experience in content marketing to drive business growth. Renowned for founding and scaling multi-million dollar eCommerce businesses through strategic content marketing, James has become a trusted voice in the industry, sharing his insights in Search Engine Watch, Search Engine Journal, Forbes, Entrepreneur, Inc, and other leading publications. His background encompasses key roles across various agencies, contributing to the content strategies of major brands like eBay and Expedia. James's expertise spans SEO, conversion rate optimization, and effective content strategies, making him a pivotal figure in the industry.

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September 23, 2020 at 9:44 am

Very helpful. We're not marketers by trade so it's hard to know what to look for. At this stage, everybody sounds like a professional to me with all this lingo and software. We will use some of these questions, write down their answers and hopefully find somebody that knows what they are talking about!

September 23, 2020 at 12:15 pm

That sounds like a good strategy to me! These are tough questions for any content marketer and should really make the experts shine when they're asked. I know if I was asked a few of these I'd have to stop and think for a bit.

January 07, 2021 at 11:47 am

Do you pay for a sample blog post that an interviewee submitted?

January 08, 2021 at 9:18 pm

Hey Lauren! Yes, I've done this in the past several times.

Nobody wants to work for free and I don't want to leave a bad taste in anybody's mouth.

The way I see it, it feels bad enough already to not be chosen for the job you applied to. Not getting paid for your work on top of that just makes it worse.

Paying them for their test article is the classy thing to do 🙂

August 17, 2021 at 3:53 am

Would you mind if I ask how much do you pay for test article? Thank you!

August 18, 2021 at 6:35 pm

Hi Rachelle!

It varies quite a bit on the project, but usually between $50 and $150. It depends on the candidate and the details of the project.

February 24, 2021 at 8:40 am

Whew! Now I don't know what to ask LOL. I wanted to know the answers to all of the questions stated above of my future staff. Hope I will be able to assess the applicants correctly!

February 26, 2021 at 7:12 pm

It's a lot, I've used these questions more than once in an interview (in fact, I just used some last week!)

I found the most use out of asking how they approach a topic that they haven't heard of before. Tools, research, outlining process, structure - I think a great writer should be able to write effective content on just about anything.

Good luck, I hope you find what you're looking for!

September 15, 2022 at 2:42 pm

Wow, that is a lot of great questions! Thank you!

September 16, 2022 at 3:52 pm

Hey Peter, you're welcome!

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What are the main types of content used in content marketing?

Can you explain the term 'content strategy' and why is it essential in content marketing, can you explain the difference between evergreen content and topical content in content marketing, can you explain the importance of a strong headline in a content piece, how can you use content marketing to improve a company's online reputation, can you explain the concept of a content calendar and its importance in a content marketing strategy, how can seo techniques be incorporated into content creation, how can you use social media platforms to amplify the reach of your content, how would you write an effective call-to-action (cta) for an email newsletter aimed at boosting event registrations, what steps would you take to optimize a blog post for seo, can you describe how to conduct a basic content audit and why it's important, how would you repurpose a popular blog post into different types of content, what factors should you consider when choosing the ideal length for a blog post, can you 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specific metrics would you focus on, explain how you would use a/b testing to improve engagement with a content piece., explain how you would design a content experiment to test the impact of video content on user engagement., can you outline a strategy for using influencer marketing to amplify a content marketing campaign, can you describe a method to quantify the roi of a long-term content marketing strategy, can you describe how you would use a content matrix to optimize your content strategy, how would you utilize structured data to improve content discoverability and performance, how would you use topic clusters to improve seo and user experience on a content-heavy website, how would you use interactive content to enhance engagement and lead generation, how would you use content personalization to enhance user engagement and conversions, how would you integrate artificial intelligence (ai) into your content marketing strategy, how would you set up and execute a multichannel content marketing campaign, content marketing interview questions with detailed answers.

Most important Content Marketing interview questions for freshers, intermediate and experienced candidates. The important questions are categorized for quick browsing before the interview or to act as a detailed guide on different topics interviewers who look for content marketing skills typically test for.

Content Marketing Beginner Interview Questions

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Content marketing encompasses a broad range of content types, each serving its unique purpose in the marketing mix. Here are the main types of content used in content marketing:

Blog Posts: Blogs are often the cornerstone of any content marketing strategy. They can cover a wide range of topics, are easy to share on social media, and are highly effective in generating organic traffic when optimized for search engines.

Long-Form Content: This includes white papers, guides, and eBooks. Long-form content is often more detailed and extensive than a blog post. It's ideal for topics that require a deep dive and is often used for lead generation, as it's typically gated (requires the user to fill out a form).

Infographics: Infographics are visual representations of data or information. They can make complex information easy to understand and are highly shareable, helping to increase brand visibility.

Video Content: Video content can range from short clips for social media to instructional guides, interviews, webinars, or live streams. Video is highly engaging and can increase dwell time on your site.

Podcasts: With the rise of audio media, podcasts have become a powerful tool in content marketing. They are a great way to share expert interviews, discussions, and informational content.

Social Media Posts: Social media content can involve text, images, videos, infographics, and more. It's key for brand awareness and engagement.

Case Studies: Case studies are stories that demonstrate how your product or service has helped a customer. They are very effective in persuading potential customers who are close to the decision stage of their buying journey.

Email Newsletters: A regularly distributed email message generally about a single main topic that is of interest to its subscribers. It's a great way to nurture leads and maintain a connection with your existing customers.

Remember, the best content marketing strategies often involve a mix of these content types, tailored to your target audience's preferences and the goals of your business.

Content strategy refers to the planning, development, and management of content—written or in other media. It's about creating and delivering valuable, relevant content to a specific audience to achieve a desired result, such as engagement, lead generation, or conversions.

A content strategy is essential in content marketing for several reasons:

Defines Clear Goals: A well-crafted content strategy starts with clear objectives. It outlines what the business wants to achieve through its content, whether it's boosting brand awareness, generating leads, or driving conversions.

Understands Audience Needs: A key part of any content strategy is understanding your audience. This involves developing buyer personas, understanding their needs, preferences, and pain points, which guide the creation of content that resonates with them.

Content Alignment: A content strategy ensures all content aligns with the brand and its values. This ensures consistency, which is key to building brand recognition and trust.

Efficiency and Effectiveness: A clear strategy helps avoid wasted effort. By knowing what content to create and why you're creating it, you can ensure your resources are spent on activities that support your goals.

Measurement and Evaluation: A good content strategy outlines how success will be measured. It sets key performance indicators (KPIs) and regularly reviews progress against these metrics. This allows for course corrections and ensures your content continues to perform effectively.

In summary, a content strategy is the roadmap for your content marketing efforts, aligning your content with your business goals and audience needs. It ensures you create valuable content that resonates with your audience, builds brand trust, and drives business results.

Evergreen content and topical content are two key types of content used in content marketing, each with its distinct characteristics and benefits.

Evergreen Content refers to content that remains relevant and valuable over a long period of time, with no expiry date. It's called "evergreen" because, like evergreen trees that retain their leaves all year round, the content is always fresh and valuable to readers. Examples of evergreen content include how-to guides, tips, and tutorials, FAQs, or industry definitions.

The benefits of evergreen content include:

Long-term SEO benefits: Evergreen content can help you rank in search engines for relevant keywords over time. Because the content is always relevant, it can continuously attract traffic.

Cost-effectiveness: Evergreen content can provide a good return on investment, as a well-crafted piece of evergreen content can continue to generate traffic and leads long after it's published.

Topical Content , on the other hand, is content that is relevant to a specific time or event. This could include news articles, trend pieces, seasonal content, or event-related posts.

The benefits of topical content include:

Immediate Relevance: Topical content can help you capitalize on current trends or news, making your brand appear relevant and timely.

Short-term Traffic Boosts: If you're covering a hot topic or trending news story, you may see a spike in traffic.

In an effective content marketing strategy, you'd likely use a mix of both evergreen and topical content. Evergreen content provides a stable foundation and can continually attract traffic, while topical content allows you to tap into trends or timely topics and attract an immediate audience.

A headline is often the first thing a person sees when encountering your content, whether that's a blog post, email newsletter, social media post, or any other type of content. A strong headline plays a crucial role in your content's success for several reasons:

Attracts Attention: In an environment saturated with content, a strong, engaging headline can catch a viewer's eye and pique their interest. It's your first opportunity to make an impression and stand out from the crowd.

Drives Clicks: The headline's primary job is to entice people to click on your content. If the headline is compelling and promises valuable information, people are more likely to click through to read the full piece of content.

Sets Expectations: A good headline provides a clear, concise preview of what the content is about. This sets the right expectations for your audience and can attract the right readers - those who are genuinely interested in your content's topic.

Improves SEO: When properly optimized with relevant keywords, headlines can improve a content piece's search engine optimization (SEO). This can make your content more discoverable to people searching for information on that topic.

Boosts Shareability: A compelling headline can also encourage people to share your content on social media or other platforms. This can expand your content's reach and increase traffic.

Writing effective headlines is a skill that requires practice. A strong headline should be engaging, accurate, concise, and should incorporate relevant keywords for SEO. Many content creators often come up with multiple headline options for a single piece of content and test them to see which performs best.

Content marketing can play a significant role in shaping and improving a company's online reputation. Here are a few ways you can leverage it:

Publish High-Quality Content: Quality content not only attracts and retains readers but also establishes your brand as a knowledgeable and reliable source of information. Consistently publishing high-quality content can improve your reputation by showcasing your expertise and dedication to providing value to your audience.

Be Transparent and Authentic: Authenticity builds trust with your audience. Transparently addressing your company's shortcomings, industry issues, or explaining your business decisions can earn respect and improve your online reputation.

Respond to Negative Feedback: Negative reviews or comments offer a chance to display your customer service skills. Address these concerns in a professional, timely, and proactive manner. You can even create content addressing common feedback or explaining how you're working to resolve issues.

Create Positive, Uplifting Content: Content that uplifts—like showcasing your company culture, highlighting community involvement, or sharing positive customer stories—can foster a positive online reputation.

Demonstrate Social Responsibility: If your company is involved in social causes, don't shy away from creating content about your activities. This demonstrates your company values beyond profit and can enhance your reputation.

Engage with Your Audience: Create content that encourages interaction (polls, Q&A sessions, contests, etc.) and make sure to respond to comments. This shows that you value your audience's input and helps build relationships.

SEO and Reputation Management: Regularly publishing quality content helps to rank your website higher on search engines. This can push down any negative content in search results and ensures that people find your high-quality content first when they search for your company.

By strategically using content marketing, you can significantly influence your company's online reputation. However, it's essential to remember that content should align with your overall brand messaging and company values for the best outcomes.

A content calendar, also known as an editorial calendar, is a visual workflow that schedules and organizes the creation, publication, and promotion of content. It is a crucial tool in a content marketing strategy for several reasons:

Organization: A content calendar provides a clear view of what content is being produced, where it's being published, and when. This can help prevent duplication of efforts and ensure resources are used efficiently.

Consistency: Regular and consistent publishing of content is key to engaging and retaining your audience, as well as for SEO purposes. A content calendar can help ensure you're publishing consistently by scheduling content in advance.

Team Collaboration: If you're working with a team, a content calendar can coordinate everyone's efforts. It ensures everyone knows their responsibilities, deadlines, and can see the overall picture of the content strategy.

Strategic Planning: A content calendar allows you to plan content around key dates, events, product launches, campaigns, or any other strategic business activities.

Analysis: With a content calendar, it's easier to track what content has been published and assess its performance. This can inform future content strategies and optimize your approach.

A good content calendar should include details such as the content topic, type of content (blog post, video, etc.), the responsible team member, due date, publication date, promotional activities, and any other relevant details. There are many digital tools available for creating and managing content calendars that offer collaboration and integration with other marketing tools.

Incorporating SEO techniques into content creation is essential for enhancing visibility, driving organic traffic, and reaching the right audience. Here's how to do it:

Keyword Research: Use SEO tools to identify keywords that your target audience is searching for. These keywords should be relevant to your business and have a good balance of search volume and competitiveness.

Keyword Usage: Incorporate these keywords naturally into your content - in the title, headers, body text, URL, and meta description. However, avoid keyword stuffing as it can harm your SEO.

Optimize Images: If your content includes images, make sure they are optimized. This involves using an appropriate file name, adding alt text (which should also include your keyword when appropriate), and compressing the file size for faster loading.

Link Building: Include both internal links (to other pages on your site) and external links (to relevant high-quality sites). This not only provides additional value to your readers but also improves SEO.

Create Quality Content: High-quality, valuable content is more likely to be shared and linked to, which can improve your site's authority and rankings.

Mobile Optimization: Ensure your content is optimized for mobile devices, as mobile-friendliness is a ranking factor in search engines.

Update Content Regularly: Keeping your content fresh and updated signals to search engines that your site is well-maintained and offers up-to-date information.

In summary, by integrating SEO techniques into your content creation process, you enhance the visibility of your content, making it easier for your target audience to find it when they search for related topics.

Social media platforms can greatly amplify the reach of your content, targeting a wider audience and driving more engagement. Here are some specific strategies:

Choose the Right Platform: Not all social media platforms are the same. It's crucial to identify where your target audience spends most of their time. For instance, if you're targeting a younger audience, Instagram or TikTok might be best, whereas LinkedIn is ideal for B2B and professional content.

Optimize Post Timing: Timing can significantly impact the reach of your posts. Research the best times to post content on different platforms for maximum visibility. These times may vary based on your audience and the specific social platform.

Use Engaging Formats: Different content formats can generate different levels of engagement. Videos, infographics, and interactive posts can perform better than simple text posts. For instance, using Stories on Instagram or Facebook can provide a more immersive and engaging experience.

Leverage User-Generated Content: Encouraging your followers to create content related to your brand not only generates additional content but also enhances authenticity and trust. You can repost this content on your channels to increase engagement.

Incorporate Relevant Hashtags: Using relevant hashtags can expand your reach beyond just your followers. It can help your content get discovered by users interested in those specific topics.

Promote Sharing: Encourage your followers to share your content. This could involve asking a question or for their opinion, hosting a giveaway, or simply creating high-quality, valuable content that people naturally want to share.

Paid Promotion: If budget permits, consider using sponsored posts or ads to reach a wider audience. Many social platforms offer precise targeting options to reach your ideal audience.

Remember, the goal is not just to amplify reach but also to engage your audience. So, make sure your content is high-quality, relevant, and valuable to your target audience.

An effective Call-to-Action (CTA) is crucial in prompting your readers to take a desired action—in this case, registering for an event. Here's how you might create a compelling CTA for an email newsletter:

Use Action-Oriented Language: Start your CTA with a verb that prompts action. In this case, words like "Register," "Sign up," or "Join" would be appropriate.

Create Urgency: Encourage readers to act now rather than later. This could involve using phrases like "Register now," "Reserve your spot today," or "Limited seats available."

Make It Value-Oriented: Highlight the benefits the reader will receive from attending the event. For instance, "Learn from industry experts—register now!" or "Boost your skills—sign up today!"

Ensure Clarity: The CTA should clearly state what will happen once clicked. Users should know they're being directed to a registration page. For example, "Click here to secure your seat!"

Make It Stand Out: The CTA should grab attention. This can involve using a button instead of a text link, choosing a contrasting color, or using larger font.

Keep It Short: CTAs should be concise. Aim for about 2-5 words for the actual CTA, though the supporting text can be a bit longer.

So, a few examples of effective CTAs for an event registration might be: "Register Now—Don't Miss Out!", "Secure Your Seat Today!", or "Join Us and Boost Your Skills!"

Remember, testing different CTAs and analyzing their performance is crucial in understanding what works best for your audience and can lead to higher conversion rates.Sure, here's another specific intermediate-level question.

Repurposing content not only helps in reaching a wider audience by catering to different content consumption preferences, but it also maximizes the value derived from a successful piece. Here's how a successful blog post could be repurposed:

Infographics: Translate the key data or steps from the blog post into an infographic. Infographics are highly shareable and can significantly increase engagement, particularly on visual-oriented platforms like Pinterest or Instagram.

Videos: Create a video that summarizes or expands upon the blog post. You could make a quick explainer video, an animation, or even a talking-head style video. Videos can be shared on YouTube, social media platforms, and embedded on your website.

Podcast: Record a podcast episode discussing the topic of the blog post. This could be in the form of a conversation, interview, or a simple reading of the blog post. Podcasts cater to an audience that prefers audio content and can be consumed on-the-go.

Social Media Posts: Break down the blog post into several smaller pieces suitable for social media. These could be short tips, quotes, or statistics from the blog post. Tailor these posts for the specific social platform.

Email Newsletter: Include a summary or key points from the blog post in your email newsletter. This can help drive traffic back to your website and engage subscribers.

Slide Presentation: Turn the blog post into a slide presentation and upload it on platforms like SlideShare. Each slide could represent a key point or section from the blog post.

Webinar or Live Session: If the blog post topic is detailed and broad, it could be turned into a webinar or live session. This format allows for real-time interaction with your audience.

Remember, each piece of repurposed content should be tailored to the platform it's being posted on and the audience on that platform. Also, track the performance of each content type to understand which formats are most effective for your audience.

SEO (Search Engine Optimization) is crucial for making your content discoverable on search engines. Here are steps to optimize a blog post for SEO:

Keyword Research: Find out what keywords your target audience is using to search for the information you're providing in your blog post. Tools like Google Keyword Planner, Moz, or SEMrush can be used for this purpose.

Use Keywords Strategically: Incorporate the main keyword in the title, headers, body of the text, URL, and meta description of the blog post. But remember, overuse of the keyword (keyword stuffing) can harm your SEO. It should appear natural in the context of your writing.

Optimize Images: If your blog post includes images, make sure to include your keyword in the file name and provide descriptive alt text for the image. This helps search engines understand what the image is about.

Internal and External Links: Link to other related posts on your website (internal links) and to relevant high-quality external websites. This not only enhances your content's usefulness but also boosts SEO.

User Experience: Make sure your blog post is easy to read with clear headings, subheadings, and bulleted lists. A good user experience can boost the amount of time users spend on your site, which can positively impact SEO.

Mobile Optimization: Your blog post should be easy to read on all devices. With more people using mobile devices to access content, Google gives preference to mobile-friendly content.

Promote Sharing: Make it easy for readers to share your blog post on social media. While social shares may not have a direct impact on SEO, they increase visibility, which could lead to more backlinks.

Update Regularly: Regularly updating your blog posts keeps them fresh and relevant, which can improve your SEO ranking.

Remember, SEO isn't a one-time task but rather an ongoing process. Google and other search engines often update their algorithms, so it's crucial to stay updated with these changes and adjust your strategy as necessary.

A content audit is a process of systematically reviewing and analyzing all the content on your website or other marketing channels. Here's how you can conduct a basic content audit:

Inventory your content: Start by making a list of all your content pieces. This could be blog posts, web pages, eBooks, videos, etc. A spreadsheet is often helpful for this step.

Categorize your content: Group your content into categories. This could be based on the content format (e.g., blog posts, videos), content topic, or the stage of the buyer's journey the content caters to.

Analyze your content: Examine each piece of content for its quality, relevance, and performance. You can use metrics like page views, bounce rate, social shares, conversion rates, etc., to assess performance. Look for trends in what types of content are performing well.

Identify gaps and opportunities: Based on your analysis, determine what content is missing, outdated, or underperforming. Identify opportunities for new content or updates to existing content.

A content audit is important for several reasons:

Performance analysis: It helps you understand what content is resonating with your audience and what isn't.

Improves SEO: By identifying and improving underperforming or outdated content, you can improve your SEO.

Identify gaps: It helps you see where there are gaps in your content that you need to fill to fully cater to your audience's needs.

Content planning: The insights from a content audit can guide your content strategy and planning moving forward.

Remember, a content audit is not a one-time task but should be conducted regularly to keep your content fresh, relevant, and effective.

Repurposing content is a strategy that allows you to extend the value of your content and reach more audiences in different ways. If you have a popular blog post, there are several ways you could repurpose it:

Infographics: Take the key points from the blog post and create an engaging infographic. This format is highly shareable and can help present complex information in an easy-to-understand visual format.

Social Media Posts: Extract key points, interesting stats, or quotes from the blog post and turn these into standalone social media posts. You could also create a thread on platforms like Twitter to break down the content in a new format.

Video Content: Turn the blog post into a video, which could be a tutorial, a discussion, or a presentation of the content. Videos are popular and can significantly increase engagement.

Podcast: Consider transforming the content into an episode for a podcast, where you discuss the topic in-depth. This is an effective way to reach audiences who prefer audio content.

Webinar: If the blog post covers a topic in-depth, it could be used as the basis for a webinar. This allows you to engage with your audience directly and answer any questions they might have.

Email Newsletter: Break down the blog post into sections and feature them in multiple issues of your email newsletter.

Ebook or Whitepaper: If the blog post is part of a series or if you have several posts on the same topic, you might consider combining them into an ebook or whitepaper.

Repurposing content is not just about changing the format, but also about tailoring the content for the audience and the platform. Each piece of repurposed content should offer something new and valuable to your audience.

Choosing the ideal length for a blog post involves a careful balance between providing enough detail to be valuable, while not being so long that it loses readers' interest. Several factors need to be considered:

Audience Preferences: Some audiences prefer quick, digestible posts, while others may value in-depth, long-form content. Understanding your audience and their content consumption habits is crucial.

Topic Depth: Some topics lend themselves to long-form content, while others can be effectively covered in a shorter post. The complexity and depth of the topic will influence the appropriate length.

SEO Considerations: While there's no definitive rule, longer blog posts tend to rank better in search engine results. Google often rewards in-depth content that provides comprehensive coverage of the topic. However, it's crucial not to create long content for the sake of length. The content must be relevant and valuable.

Format and Structure: Even longer blog posts can be made more digestible with the right format and structure. Breaking up the content with subheadings, bullet points, and images can make it easier to read, which can impact the ideal length.

Purpose of the Post: If the goal is to engage readers in a discussion or encourage social shares, shorter, more opinionated posts might be more effective. On the other hand, if the goal is to inform and educate, longer, more detailed posts may be appropriate.

Remember, while these factors can guide your decision, there's no one-size-fits-all answer. It can be helpful to experiment with different post lengths and monitor reader engagement to understand what works best for your audience and your content goals.

Buyer personas, also known as customer personas or audience personas, are semi-fictional representations of your ideal customers based on market research and real data about your existing customers. In content marketing, buyer personas play a crucial role in helping businesses understand and empathize with their audiences so that they can deliver content that is tailored to their needs, behaviors, and concerns. Here's how you might create a buyer persona:

Research Your Audience: Start by collecting demographic information about your customers like age, location, job title, etc. You can use various methods for this, such as surveys, customer interviews, or data from your CRM.

Identify Their Needs and Challenges: Try to understand what your customers are trying to achieve and what challenges they face that your product or service can help solve. This could involve more in-depth interviews or focus groups with customers.

Understand Their Behaviors: Analyze your customers' behavior. What are their interests and hobbies? What types of media do they consume? You might get this information from website analytics or social media data.

Create Persona Profiles: Based on your research, create detailed persona profiles. Each profile should include the persona's demographic information, needs and challenges, behaviors, and a descriptive name. Try to limit yourself to 3-5 personas to start.

Apply Your Personas: Use your personas to guide your content creation. Each piece of content you create should be targeted at one of your personas, addressing their needs and challenges, and suited to their behaviors and preferences.

In essence, buyer personas help ensure that the content you create is relevant, valuable, and engaging for your target audience, leading to more effective content marketing campaigns.

Content Marketing Intermediate Interview Questions

The 'Content Funnel' is a concept in content marketing that aligns with the customer journey or the sales funnel. It's a way to visualize and understand how to create and deliver the right content, at the right time, to your audience. The content funnel typically comprises three stages:

Top of the Funnel (ToFu): This is the awareness stage, where potential customers are realizing they have a problem or a need but may not yet understand it fully. The content at this stage aims to attract a broad audience, provide value, and educate. This may involve blog posts, social media content, infographics, eBooks, educational webinars, and more.

Middle of the Funnel (MoFu): In this consideration stage, potential customers are aware of their problem or need and are now looking for solutions. The content at this stage aims to nurture these leads and position your product or service as the best solution. This can involve case studies, white papers, email newsletters, or product webinars.

Bottom of the Funnel (BoFu): This is the decision stage, where potential customers are ready to make a purchase. The content here aims to persuade them that your product or service is their best choice. This can involve product demos, free trials, customer testimonials, or detailed product information.

The Content Funnel is crucial in a content marketing strategy because it ensures the right content is delivered to the right audience at the right time. By understanding where your audience is in their buying journey, you can provide the information they need at each stage, nurturing them from awareness to decision, and ultimately driving conversions. It also helps in building deeper relationships with your audience, as you're providing value throughout their journey, not just when they're ready to buy.

SEO, or Search Engine Optimization, and content marketing are two sides of the same coin and are heavily intertwined. SEO involves optimizing a website and its content so that it's easily discoverable by search engines, while content marketing is about creating and sharing valuable content to attract and engage an audience. Here's how they work together:

Keyword Research: SEO involves identifying the keywords your audience uses to search for information related to your products or services. These keywords should guide your content creation, ensuring your content aligns with what your audience is looking for.

Quality Content: Search engines reward websites that provide valuable and relevant content to users. High-quality content is more likely to be shared and linked to, both of which improve SEO.

On-Page SEO: This involves optimizing the content and HTML source code of a page. Content plays a huge role here, from making sure your keywords are naturally incorporated into your content to optimizing your meta tags, headings, and URLs.

Link Building: High-quality, shareable content can attract inbound links from other websites. These backlinks are critical for SEO as they are seen by search engines as a vote of confidence in your content.

User Experience: Google considers user behavior and engagement levels when ranking content. Content that is clear, engaging, and structured in a way that's easy for users to navigate, encourages visitors to stay longer on your site, reducing bounce rate and improving SEO.

Consistent Updates: Search engines favor sites that are consistently updated with fresh content. Regularly adding new, valuable content to your site signals to search engines that your site is current and relevant.

In summary, SEO and content marketing are interconnected disciplines. Effective content marketing relies on SEO principles to reach the audience, and successful SEO strategies need high-quality content to improve and sustain site visibility. Both work hand in hand to improve your site's visibility, attract organic traffic, and engage and convert visitors.

User-Generated Content (UGC) is any form of content, such as images, videos, text, reviews, and more, that has been posted by users on online platforms, often social media. UGC is a powerful tool in content marketing, and here's how you can leverage it:

Social Proof: UGC, especially in the form of reviews and testimonials, acts as social proof. Potential customers often trust content created by their peers more than brand-produced content. Featuring customer testimonials or positive reviews in your content can help build trust and credibility.

Content Creation: UGC can supplement your own content creation efforts. For instance, you can run a photo contest on Instagram and use the submitted photos (with permission) in your marketing materials. This not only provides you with content but also engages your audience.

Increase Engagement: Encouraging UGC, such as asking for comments, reviews, or content submissions, can increase audience engagement. It invites your audience to interact directly with your brand, which can foster a sense of community and loyalty.

SEO Benefits: Reviews, comments, and other forms of UGC can help with SEO. They continuously update your content and use natural language and keywords, which search engines favor.

Product Development: UGC, especially in the form of feedback and reviews, can provide insights into what your customers value or where improvements can be made. This can guide product development and your content marketing strategy.

It's important to remember that while UGC can have significant benefits, it must be managed correctly. Always seek permission before using UGC, respect user privacy, and monitor UGC on your platforms to ensure it remains positive and respectful.

Once a piece of content is created and published, promoting it is key to ensuring it reaches the widest possible audience. Here are some effective ways to promote your content:

Social Media Sharing: This is the most common way to promote content. Share your content on all the platforms where your brand is active, and consider customizing the post for each platform.

Email Marketing: Send out a newsletter to your email subscribers announcing new content. Segment your email list to ensure the right content goes to the right people.

Paid Advertising: Use platforms like Google AdWords, Facebook Ads, or LinkedIn Ads to promote your content to a broader or more targeted audience.

Influencer Marketing: Partner with influencers in your industry who can share your content with their followers.

Guest Blogging: Write a guest post for another blog or website and link back to your content. This can expose your content to a new audience.

Repurpose Content: Turn your content into different formats (like infographics, podcasts, videos, etc.) and share it on different platforms to reach different segments of your audience.

SEO: Optimize your content for relevant keywords to improve its visibility in search engine results. This is a more passive, long-term strategy but very effective for continuous organic traffic.

Internal Linking: Link to your new content from older, related pieces on your website. This not only directs visitors to your new content but also improves its SEO.

Remember, the best promotion strategies will depend on your audience, the type of content, and your overall marketing goals. It's often best to use a mix of different strategies and to monitor their performance to understand which are most effective.

Data analytics can be an incredibly powerful tool in a content marketer's arsenal. Here are several ways that data analytics can be used to improve a content marketing strategy:

Understanding Your Audience: Data can provide valuable insights into your audience’s demographics, interests, online behavior, and more. This information can guide you in creating content that resonates with your audience.

Content Performance Analysis: Analytics can help you understand what content is performing well in terms of traffic, engagement, conversions, and SEO. This can help you identify successful elements to replicate in future content and aspects that need improvement.

Identify Content Gaps: By analyzing what content your audience engages with, you can identify topics or formats that are underexplored in your current strategy. This can guide you in creating new content that fills these gaps.

Optimizing Posting Times: Data can help identify when your audience is most active, allowing you to schedule your content for maximum visibility.

Personalization: Analytics can inform personalized content marketing strategies, ensuring that the right content is delivered to the right audience segment at the right time.

A/B Testing: Use data analytics to conduct A/B tests and gauge the effectiveness of different headlines, formats, images, CTA placements, etc., in your content.

Forecasting Trends: Historical data can help predict future trends, allowing you to plan your content strategy accordingly.

It's important to remember that while data analytics can provide valuable insights, it should be combined with a solid understanding of your brand message, industry knowledge, and creativity for a successful content marketing strategy. Data can guide decision-making, but it's the creative execution that ultimately engages your audience.

A competitive content analysis involves evaluating the content strategies of your competitors to understand what's working for them, what isn't, and where there might be opportunities for your brand. Here are the steps you could take to conduct one:

Identify Your Competitors: Start by identifying who your direct and indirect competitors are. Look for those who are targeting a similar audience or offering similar products or services.

Define Criteria for Evaluation: Decide on what aspects of their content you'll be analyzing. This could include content types, quality, topics, length, frequency of posting, engagement, SEO tactics, and more.

Collect Data: Start collecting the necessary data. This might involve visiting competitors' websites, subscribing to their newsletters, following them on social media, checking their keywords, and so on.

Analyze the Data: Once you have the data, analyze it to gain insights. Look for patterns, strengths, weaknesses, and opportunities.

Identify Opportunities: Find the gaps in your competitors' strategies that you can take advantage of. Maybe they're not using a specific type of content, not targeting a particular audience segment, or missing out on a trendy topic.

Benchmark Your Own Content: Compare your findings with your own content strategy. This can provide a clear picture of where you stand and what improvements you can make.

Implement Changes: Based on your analysis, implement necessary changes in your content strategy. This might involve diversifying your content types, improving your SEO, or publishing more frequently.

Remember to periodically conduct this analysis as content strategies evolve over time. Also, while it's important to learn from your competitors, it's equally essential to maintain your unique brand voice and value proposition. Your goal is to stand out, not blend in.

Content marketing plays a vital role in an inbound marketing strategy. Inbound marketing is a method of attracting customers by creating valuable content and experiences tailored to them. Here's how content marketing contributes:

Attracting Prospects: High-quality content helps attract potential customers to your business by providing value and addressing their needs or pain points. This can include blog posts, white papers, videos, podcasts, social media posts, and more.

SEO and Visibility: Content optimized for SEO will help your business rank higher in search engine results, making it more visible to potential customers. The use of strategic keywords, internal linking, and regularly updated content can boost your SEO efforts.

Establishing Authority: Producing insightful, authoritative content helps position your business as an industry expert. This can build trust and credibility with your audience, making them more likely to choose your company when they're ready to buy.

Nurturing Leads: Once prospects are drawn to your site, content can help nurture those leads. This could involve offering valuable content in exchange for contact information (lead magnets), or providing personalized content through email marketing.

Customer Retention: Content marketing isn't just about attracting new customers. It's also about keeping existing ones engaged. By continuously providing valuable content, you can strengthen customer relationships, encourage repeat business, and even inspire brand advocacy.

Social Media Engagement: Content fuels your social media strategy, providing valuable material to share and discuss with your audience. It can stimulate interaction, sharing, and increase your reach.

Remember, a successful inbound marketing strategy relies on consistently delivering high-quality, valuable content at every stage of the customer journey. This helps attract, engage, and delight potential and existing customers, ultimately leading to business growth.

Podcasts are becoming an increasingly popular content marketing tool, providing an engaging way to share information and connect with audiences. Here's how one could be leveraged for a tech startup:

Target Audience Understanding: First, understand the demographics, preferences, and behaviors of your target audience. Are they likely to listen to podcasts? What topics would they be interested in? What length and format would they prefer?

Define Podcast Goals: Establish clear goals for your podcast. This could range from increasing brand awareness, positioning your startup as a thought leader, educating your audience about your tech, or driving more website traffic.

Content Planning: Plan your content to align with your audience's interests and your startup's goals. As a tech startup, you could discuss trends in your industry, explain complex tech concepts in simple terms, interview industry experts, or share behind-the-scenes stories about your startup.

Promotion Strategy: Develop a robust promotion strategy for your podcast. Share episodes on your social media channels, feature them on your website, and consider email marketing. You can also leverage SEO by transcribing episodes and posting the text content on your site.

Engagement and Interaction: Encourage listeners to engage with your podcast. This could be through social media discussions, Q&A sessions, or even live podcast episodes. Engagement will not only build a community around your podcast but also provide valuable feedback.

Measurement and Optimization: Measure the performance of your podcast. Look at metrics like number of downloads, listener reviews, episode engagement, and website traffic from podcast referrals. Use this data to continuously improve your podcast.

Monetization: Once your podcast has a decent following, you could consider monetization opportunities such as sponsorships or ads. However, ensure any monetization does not disrupt the listener experience.

Remember, a podcast requires a commitment to consistent content production and engagement. But with the right strategy, it can be an effective way to connect with your audience, share your startup's story, and build a unique brand presence.

The buyer's journey in a B2B context typically involves three stages: Awareness, Consideration, and Decision. Creating content tailored to each stage helps guide potential customers through the journey towards purchasing. Here's how you might approach this:

Awareness Stage: At this stage, potential customers are experiencing a problem or opportunity, but they may not fully understand it yet. They're doing initial research to better comprehend their situation. Your content should aim to educate them about the issue and establish your brand as a trusted resource.

• Content types: Educational blog posts, eBooks, infographics, research reports, and industry trends.

Consideration Stage: Now, the potential customers clearly understand their problem or opportunity and are committed to addressing it. They're evaluating different approaches or methods to do so. Your content should provide a deeper dive into possible solutions, showcasing your unique approach without hard selling.

• Content types: Case studies, webinars, solution comparison guides, expert guides, and podcasts.

Decision Stage: Potential customers have decided on their solution strategy, method, or approach. Now they are compiling a list of vendors and products in their chosen solution strategy. They're looking for a reason to pick you over the competition. Your content should aim to convince them that your solution is the best choice.

• Content types: Product demonstrations, trials, customer testimonials, detailed product information, and success stories.

Remember, in B2B contexts, multiple stakeholders may be involved in the decision-making process, each with their unique concerns and needs. Therefore, it can be effective to tailor content to address specific roles or personas within the target organization as well.

Also, aligning content with the buyer's journey is not just about creating the right type of content, but also about making it easy for potential customers to find and consume this content when they need it.

Social media listening, or monitoring, involves tracking conversations around specific phrases, words, or brands, and then leveraging those insights to discover opportunities or create content for those audiences. Here's how it can guide your content marketing strategy:

Understand Audience Interests: Social media listening helps you understand what topics your audience is interested in, what questions they have, and what problems they're facing. This can inspire new content ideas that directly address these interests or issues.

Identify Content Formats: By seeing what types of content your audience most often shares or engages with on social media, you can identify what formats might be most effective. For instance, if infographics on industry trends get a lot of shares, it could be worth investing in creating similar content.

Influencer Collaboration: Social listening can help identify influential individuals in your industry who are well-respected by your audience. Collaborating with these influencers on content can help increase your reach and credibility.

Competitive Analysis: By monitoring the social media activity of competitors, you can see what content is working for them, which can inspire your own content strategy while ensuring you differentiate yourself.

Measure Content Performance: Social listening allows you to track how your audience reacts to and engages with your content, which can provide real-time feedback and help you adjust your content strategy as needed.

Crisis Management: By keeping an eye on social media conversations, you can spot any potential issues or crises related to your brand that may impact your content strategy.

Discover Content Distribution Channels: Social listening can also help you find new channels or platforms where your target audience is active and where your content might be well-received.

Remember, social media listening isn't just about tracking mentions of your brand. It's about paying attention to the broader conversation in your industry, understanding your audience's needs and interests, and using that insight to inform your content strategy.

Measuring the success of an SEO-focused content piece involves tracking a variety of metrics that gauge its performance in terms of search engine visibility, audience engagement, and ability to drive desired actions. Here are some important metrics to consider:

Organic Traffic: This is the number of visitors who find your content through a search engine. A high amount of organic traffic suggests that your SEO strategies are effective.

Keyword Rankings: Check how your content is ranking on search engines for the targeted keywords. Improvement in rankings over time is a good indicator of SEO success.

Bounce Rate: This measures the percentage of visitors who leave your website after viewing just one page. A lower bounce rate suggests that your content is relevant and engaging to visitors.

Page Views and Average Session Duration: These metrics give you an idea of how engaging your content is. More page views and longer session durations indicate that visitors find your content valuable and are spending time exploring it.

Backlinks: Backlinks are links from other websites to your content. They're a significant factor in how Google ranks web pages. If your content is earning backlinks, it's a sign that others perceive it as valuable and authoritative.

Conversion Rate: This measures how many visitors perform a desired action after viewing your content, such as filling out a form, downloading a resource, or making a purchase. This shows whether your SEO content is effectively moving visitors along your marketing funnel.

Social Shares: Although not a direct ranking factor for SEO, social shares can indicate how engaging and shareable your content is, and can indirectly improve SEO by increasing visibility and potential for backlinks.

Remember, the key to successful measurement is to define your goals before starting a content piece. Different pieces may have different goals, and thus, different measures of success.

Storytelling is a powerful technique in content marketing, as it can make content more engaging, memorable, and impactful. Here's how it could be applied in a B2B content marketing strategy:

Customer Success Stories: Telling real stories about how your product or service has helped other businesses can be highly effective. It allows prospects to see the tangible benefits of your offering and identify with the success of others.

Employee Stories: Sharing stories about your employees, their roles, and their experiences working with customers can humanize your brand and build trust. This can be particularly effective in industries where the customer relationship is vital.

Brand Story: Create content around your brand's history, mission, values, and vision for the future. This can help build a strong emotional connection with your audience and differentiate you from competitors.

Educational Content: Rather than just sharing facts or tips, use storytelling to educate your audience. For instance, use a narrative structure in your blog posts or webinars, where you introduce a problem, present a journey to find a solution, and then reveal that solution.

Product/Service Stories: When introducing a new product or service, don't just list features. Tell a story about why it was developed, the problems it solves, and the impact it could have on a business.

Behind the Scenes: Sharing the story behind how a product is made or a service is delivered can be compelling content that builds a deeper connection with your brand.

Data Stories: B2B content often includes data. Use storytelling techniques to present that data in a more engaging way, such as through infographics or interactive visualizations.

Remember, storytelling is about making an emotional connection with your audience. In B2B marketing, where purchasing decisions are often highly rational, storytelling can add a powerful layer of emotional engagement to your content marketing strategy.

Creating a content marketing strategy for a niche market with a small target audience can be challenging but rewarding. The key is to focus on quality over quantity, as your audience may be small but they are highly relevant and engaged. Here's how one might approach it:

Deeply Understand Your Audience: With a small, niche audience, it's even more critical to understand their needs, preferences, and pain points. Use tools and techniques such as customer interviews, surveys, or social media listening to gather insights.

Create High-Value Content: Given the specialized nature of your audience, your content should be highly relevant and valuable to them. This could be in-depth guides, case studies, white papers, or webinars that address their specific needs and interests.

Leverage the Right Channels: Identify where your audience spends their time online and focus your efforts on those channels. These could be specific social media platforms, online forums, or industry-specific websites.

Build Relationships with Influencers: In many niche markets, there are key influencers who command the respect and attention of your target audience. Building relationships with these influencers can help boost your content's visibility and credibility.

Optimize for SEO: Even within a niche market, SEO is still important. Research relevant long-tail keywords that your audience might use to find information online, and optimize your content for these keywords.

Measure and Refine: Monitor your content's performance closely and be ready to refine your strategy based on your findings. With a small audience, it's crucial to continually learn and adjust to maximize engagement and conversions.

Remember, while the audience may be small in a niche market, they often have a high level of interest and engagement in the topic. By creating high-quality, relevant content and delivering it through the right channels, you can build a strong, loyal following.

Developing a compelling headline is essential as it's the first thing a user sees and can significantly impact the CTR. Here's an approach to maximize CTR:

Use Relevant Keywords: Incorporate keywords that your target audience is likely to search for. This is not only good for SEO, but it also helps users immediately understand if the content is relevant to what they're looking for.

Convey Value: The headline should make clear the value a reader will get from the blog post. This could be solving a problem, learning something new, or finding out about industry trends.

Make It Intriguing: An intriguing headline can provoke curiosity and encourage clicks. However, avoid clickbait – the content must deliver on the promise of the headline.

Use Numbers or Data: Headlines with numbers (such as "7 Ways to Improve...") often perform well because they promise specific, easy-to-digest information. Similarly, data or statistics can make a headline more compelling.

Optimize Length: A headline should be concise but descriptive. Generally, keeping headlines under 60 characters ensures they display fully in search engine results.

Test Variations: Consider A/B testing different headline variations to see which one performs better. This can provide insights to improve your headline writing over time.

Remember, while these are useful tips, there's no guaranteed formula for a high-performing headline. It can depend on many factors, including your audience, the content topic, and where the content is shared.

Cornerstone content, also known as pillar content, refers to a comprehensive piece of content on a specific topic or theme that can be broken down into multiple sub-topics. This content is fundamental to your website's organization and SEO. Here's how it can benefit your content marketing strategy:

Authority and Expertise: By creating a comprehensive guide or resource on a particular topic, you establish your brand as an expert in that field. This authority can help gain trust and credibility with your audience.

SEO Benefits: A well-structured cornerstone piece can improve your website's SEO. By internally linking the sub-topics (smaller pieces of content) to the cornerstone content, you help search engines understand the relationship between your content and improve the likelihood of the cornerstone content ranking in search results.

Content Organization: Cornerstone content can provide a clear content hierarchy on your website, making it easier for visitors to navigate and find relevant information.

Content Planning: The sub-topics derived from the cornerstone content can feed into your content calendar, helping to streamline your content creation process.

To leverage cornerstone content, it's important to regularly review and update it to ensure it remains relevant and valuable. This might involve adding new information, updating data or examples, or refining the content based on feedback or performance data.

Social listening refers to the process of tracking, analyzing, and responding to conversations about your brand, industry, or relevant topics on social media. It's a valuable tool for content marketers because it can provide insights into your audience's needs, interests, and challenges. Here's how you might leverage social listening in your content marketing strategy:

Understand Your Audience: Social listening tools can provide insights into what topics your audience is interested in, what questions they're asking, and what problems they're facing. You can use this information to create content that resonates with your audience and meets their needs.

Identify Content Ideas: By monitoring conversations and trending topics in your industry, you can identify new content ideas that are timely and relevant. This can help you stay ahead of the curve and position your brand as a thought leader.

Monitor Brand Sentiment: You can use social listening to track how people are talking about your brand online. If there's positive feedback about a piece of content or a particular topic, you might decide to create more similar content. Conversely, if there's negative feedback, you can use this as an opportunity to improve.

Measure Content Performance: Social listening tools can also be used to measure the performance of your content. By tracking shares, likes, comments, and mentions, you can get a sense of how well your content is resonating with your audience.

Engage with Your Audience: Finally, social listening can help you engage with your audience. By responding to comments, thanking users for sharing your content, or participating in conversations, you can build relationships and foster a sense of community.

In summary, social listening can provide valuable insights that can inform your content strategy, help you create content that resonates with your audience, and ultimately, improve your content marketing results.

The sales funnel typically involves several stages including awareness, consideration, decision, and retention. Different types of content can be utilized to effectively guide leads at each stage. Here's how you might use content to nurture leads:

Awareness Stage: In this initial stage, potential customers are beginning to recognize they have a need or problem, but they may not fully understand it yet. Your content should focus on educating them about this need or problem. Blog posts, infographics, educational videos, and social media content are all effective types of content for this stage.

Consideration Stage: At this stage, potential customers understand their need or problem and are looking for solutions. Your content should help them evaluate different options. Whitepapers, webinars, case studies, and comparison guides can be beneficial.

Decision Stage: By now, potential customers are ready to make a purchase, but they need to decide which solution is best. Your content should demonstrate why your product or service is the best choice. This can include demo videos, customer testimonials, detailed product guides, and free trials or samples.

Retention Stage: After the purchase, your goal is to turn customers into loyal fans who will return for repeat purchases and refer others to your business. Your content should continue to provide value and foster a deeper relationship with your customers. Newsletters, exclusive offers, user guides, and follow-up surveys can be effective for this stage.

Remember, the journey a customer takes through your sales funnel will not always be linear. They might jump between stages or loop back to previous stages. Your content strategy should account for these possibilities and provide valuable, targeted content for each stage of the journey.

User feedback is a valuable resource that can provide insights into how your audience perceives and interacts with your content. Utilizing user feedback effectively can help you identify areas for improvement and make data-driven decisions to enhance your content marketing strategy. Here's how you might leverage user feedback:

Surveys and Feedback Forms: Implement surveys or feedback forms on your website to collect direct feedback from users. Ask specific questions about their content preferences, challenges, or suggestions for improvement. Analyze the responses to gain valuable insights.

Social Media Listening: Monitor social media platforms for mentions, comments, and conversations about your brand or content. Pay attention to both positive and negative feedback to understand what resonates with your audience and areas where you can make improvements.

Review and Rating Platforms: Regularly monitor review and rating platforms relevant to your industry. Pay attention to user reviews and ratings of your content. Identify recurring themes or suggestions for improvement that can inform your content strategy.

User Testing: Conduct user testing sessions where participants interact with your content and provide real-time feedback. Observe their reactions, preferences, and pain points to identify areas of improvement and potential content optimizations.

Website Analytics: Analyze website analytics data to gain insights into user behavior, such as time on page, bounce rate, or conversion rates. Identify content pages or elements that are performing well and those that may need improvement based on user engagement metrics.

Engage in Dialogue: Encourage open dialogue with your audience through comments, emails, or live chat. Engage with users who provide feedback, ask questions, or share their thoughts about your content. This can help you understand their needs and concerns more deeply.

Content Performance Metrics: Track content performance metrics, such as click-through rates, conversion rates, or social media engagement. Compare the performance of different pieces of content and use the data to inform future content creation and optimization efforts.

By leveraging user feedback, you can gain valuable insights into how your audience perceives and interacts with your content. This information can guide your content marketing strategy, allowing you to create content that better resonates with your audience and meets their needs.

Promoting content through social media channels is a key aspect of content marketing. Here are some effective strategies for promoting your content through social media:

Develop a Social Media Strategy: Start by developing a comprehensive social media strategy that aligns with your content marketing goals. Define your target audience, choose the appropriate social media platforms, and determine your key messaging and content themes.

Create Compelling Visuals: Use eye-catching visuals, such as high-quality images, videos, or infographics, to grab attention and increase engagement. Visual content tends to perform well on social media platforms.

Craft Engaging Captions and Headlines: Write compelling captions or headlines that encourage users to click, share, or engage with your content. Use attention-grabbing hooks, ask questions, or create curiosity to spark interest.

Leverage Hashtags: Research and use relevant hashtags in your social media posts. Hashtags help categorize your content and make it more discoverable by users interested in specific topics or trends.

Schedule and Post at Optimal Times: Identify the optimal times to reach your target audience on each social media platform. Use social media scheduling tools like Buffer, Hootsuite, or Sprout Social to schedule your posts in advance and maintain a consistent posting frequency.

Encourage Social Sharing: Include social sharing buttons or prompts within your content to encourage users to share it with their own networks. Make it easy for users to amplify your content reach.

Engage with Your Audience: Actively engage with your audience by responding to comments, messages, or mentions. This builds relationships, fosters a sense of community, and encourages users to interact with and share your content.

Collaborate with Influencers: Partner with relevant influencers or micro-influencers who have an engaged following in your industry. They can help promote your content to their audience, increasing reach and credibility.

Run Social Media Ads: Consider running targeted social media ads to promote your content to specific audiences. Utilize the advanced targeting options provided by the platforms to reach users who are likely to be interested in your content.

Monitor and Analyze Performance: Regularly monitor the performance of your social media posts using analytics tools provided by the platforms or third-party tools. Analyze engagement metrics, click-through rates, and conversions to gain insights and optimize your social media promotion strategy.

By implementing these strategies, you can effectively promote your content through social media channels, increase visibility, and drive engagement with your target audience.

Content Marketing Advanced Interview Questions

A content audit is a comprehensive review of a company's existing content, with the goal of assessing its strengths and weaknesses and using these insights to inform future content strategies. Here's how it can be used to improve a content marketing strategy:

Identify High-Performing Content: By auditing your content, you can identify which pieces have performed well in terms of engagement, conversions, SEO ranking, and more. These successful pieces can serve as a template for future content and help you understand what resonates with your audience.

Spot Content Gaps: A content audit can reveal gaps in your content. Maybe you're not adequately addressing certain topics your audience cares about, or perhaps there are stages in the buyer's journey where you lack sufficient content. Identifying these gaps allows you to fill them with future content, ensuring you're meeting your audience's needs.

Improve SEO: A content audit can identify opportunities to improve your SEO. For instance, you might find older content that's still relevant but not fully optimized. This content could be updated with current keywords, meta tags, and internal links to boost its SEO performance.

Repurpose Content: A content audit can identify opportunities to repurpose existing content into new formats. For example, a well-performing blog post could be turned into a video or infographic to reach a wider audience.

Eliminate Redundant or Outdated Content: Not all content remains valuable over time. An audit can help you identify and remove or update outdated, duplicated, or underperforming content that may be hurting your SEO or brand image.

Align Content with Goals: A content audit helps ensure your content aligns with your current marketing goals and audience needs. As your strategy evolves, it's important to ensure your content reflects these changes.

Remember, a content audit can be a significant undertaking, especially for larger businesses with vast amounts of content. However, the insights gained can significantly improve your content strategy's effectiveness, making it well worth the effort.

Conversion Rate Optimization (CRO) is a systematic process of increasing the percentage of website visitors who take a desired action, such as filling out a form, purchasing a product, or subscribing to a newsletter. When applied to content marketing, CRO tactics can improve the efficacy of your content in driving these desired actions. Here's how you can implement CRO in your content marketing strategy:

Strong Call to Actions (CTAs): Your content should always include clear and persuasive CTAs guiding the reader to take a specific action, whether it's downloading a whitepaper, signing up for a webinar, or making a purchase.

Content Formatting: Make your content easy to read and digest. Use headers, bullets, and visual elements to break up text and highlight key points. A user-friendly experience can increase the time visitors spend on your page, raising the chances of conversion.

A/B Testing: Test different versions of your content to see which performs better. This could be testing different headlines, images, CTAs, or the content's layout. The data from these tests can help optimize your content for better conversion rates.

Personalization: Tailor your content to the specific needs, interests, and pain points of different audience segments. Personalized content can increase relevance and engagement, which can in turn boost conversions.

User Experience (UX): Ensure your content is accessible and enjoyable on all devices and platforms. A positive user experience can reduce bounce rates and increase conversion rates.

Value Proposition: Make sure your content clearly communicates the value your product or service offers. If readers understand how they will benefit, they're more likely to convert.

Building Trust: Use testimonials, case studies, and data-backed information in your content to build trust with your audience. Trust is a significant factor in conversion.

Remember, while CRO is crucial, it's also important to deliver genuine value with your content. The goal of your content should not only be to convert but also to educate, inform, or entertain your audience. This builds longer-term relationships and can lead to repeat conversions over time.

Evaluating the success of a content marketing campaign involves looking at a range of metrics that align with your specific campaign goals. Here are some key metrics you might consider:

Traffic Metrics: These are basic metrics like page views, unique visitors, and sessions. They can give you a sense of how many people are viewing your content.

Engagement Metrics: These include metrics like average time on page, bounce rate, pages per session, and scroll depth. They give an idea of how people are interacting with your content.

Social Media Metrics: Likes, shares, comments, retweets, and followers can help you understand how your content is performing on social media platforms.

SEO Metrics: Metrics such as organic search rankings, domain authority, and backlinks can give you insight into your content's SEO performance.

Lead Generation Metrics: If your goal is lead generation, metrics like new leads or subscribers, lead quality, and conversion rate are crucial.

Sales Metrics: These include revenue, ROI, and customer lifetime value. If your content marketing campaign is tied directly to sales, these metrics will be essential.

Content Performance Metrics: Depending on the type of content, specific metrics might be relevant. For example, for video content, you'd look at views, shares, and watch time.

Brand Awareness Metrics: These can include metrics like brand mentions, reach, impressions, and sentiment analysis.

Remember, the key metrics you choose should align with your campaign goals. If your goal is to increase brand awareness, focus on reach and impressions. If it's to improve lead generation, look at new leads or conversion rates. Be sure to use a combination of these metrics to get a holistic view of your campaign performance.

Data-driven insights are invaluable for refining a content marketing strategy. They can provide a clear picture of what's working, what's not, and how to optimize your efforts. Here's how you might use them:

Understanding Your Audience: Use data to gain a deep understanding of your target audience. This includes demographic data, but also behavioral data like what content they engage with, the platforms they use, the times they are most active, etc. This can inform your content creation, allowing you to better tailor your content to your audience's preferences and behaviors.

Content Performance: Use analytics to evaluate how different pieces of content are performing. Metrics like page views, time spent on the page, social shares, and conversion rates can indicate what type of content resonates with your audience. You can use this insight to refine your content strategy and focus more on the types of content that are performing well.

SEO Performance: SEO tools can provide data on keyword rankings, organic traffic, bounce rates, etc. Use these insights to refine your SEO strategy, optimize existing content, and guide the creation of new content.

A/B Testing: Use A/B testing to compare two versions of a content piece to see which performs better. This can help you make data-informed decisions about headlines, content formats, CTAs, etc.

Sales Funnel Analysis: Look at how content is impacting your sales funnel. Are certain pieces of content effectively moving leads from awareness to consideration, or from consideration to decision? Use this data to improve your content marketing tactics at each stage of the funnel.

Competitor Analysis: Use data to compare your content's performance with that of your competitors. This can provide valuable insights into areas where you can improve or gaps that you can exploit.

Remember, the goal of using data-driven insights is to create a more effective and efficient content marketing strategy, one that delivers better results for your business and more value to your audience.

Creating a comprehensive content marketing strategy for a niche B2B company presents unique challenges but also opportunities. Here's a step-by-step approach:

Deeply Understand Your Audience: In a niche B2B market, your target audience is often very specific. Understand their roles, their pain points, the challenges they face, and the language they use. This might involve in-depth market research, interviews, or surveys.

Define Your Goals: Your goals might include generating high-quality leads, establishing thought leadership, or nurturing existing leads to accelerate the sales process. Your content strategy should be aligned with these goals.

Audit Existing Content: If the company already has existing content, evaluate its effectiveness. What's working? What's not? Use analytics to gain insights and identify content gaps.

Develop a Content Plan: Based on your understanding of your audience and your goals, create a content plan. This should include the types of content (blogs, whitepapers, webinars, case studies, etc.), topics that will resonate with your audience, and a content calendar for consistent delivery.

SEO Strategy: For a niche B2B company, long-tail keywords related to the specific industry or solution might be particularly valuable. Research and incorporate these keywords in your content to drive organic traffic.

Distribution and Promotion: Identify the channels where your audience spends time. This could be specific social media platforms, industry forums, or email newsletters. Collaborate with industry influencers or partners for content co-creation and distribution to reach a wider audience.

Lead Nurturing: In a B2B context, sales cycles are often longer. Use content to nurture leads, providing valuable insights at each stage of the buyer's journey. Personalized email content can be particularly effective here.

Measurement and Optimization: Track your content's performance using KPIs tied to your goals. This might include website traffic, time spent on page, leads generated, conversion rates, etc. Use these insights to continually refine your strategy.

Remember, in a niche B2B context, your audience might be smaller, but they are also likely to be highly engaged and potentially more valuable. Tailoring your content marketing strategy to this audience can yield significant results.

Customer retention is vital for any subscription-based business, and a strategic content marketing approach can play a significant role. Here are steps you could take:

Understand Customer Needs and Pain Points: Use surveys, user data, and feedback to understand why customers churn. Is it because they don't understand how to use your software effectively, or are they not seeing enough value?

Educational Content: Create guides, tutorials, and FAQ content that helps customers use your product more effectively. The better they understand your product, the less likely they are to churn. Webinars can also be useful for live demonstrations and Q&As.

Showcase Success Stories: Share case studies or customer success stories to demonstrate the value of your software. When customers see how others have used your product successfully, it not only gives them ideas but also reinforces the value of your service.

Regular Communication: Keep customers informed about updates, new features, tips, and best practices through regular newsletters or in-app messages. Regular, value-adding communication keeps your brand top-of-mind and shows customers you're consistently improving.

Exclusive Content: Provide exclusive content, such as advanced tutorials, webinars with industry experts, or premium reports to your subscribers. This can add value to the subscription and make customers feel part of an exclusive club.

Engage on Social Media: Social media isn't just for acquisition; it can also be a powerful retention tool. Engage with your customers on these platforms, share useful content, and show that you're listening to their feedback.

Customer Feedback: Regularly ask for feedback and show customers that you're implementing changes based on their input. This makes customers feel valued and heard.

Personalized Content: Personalize content based on customer usage patterns. If you notice a customer isn't using a particular feature, you might send them a tutorial on how to get the most out of that feature.

Retention-Focused KPIs: Measure your content's impact on retention. Look at how users who engage with your content behave—are they more likely to stick around?

Remember, content marketing for retention is about delivering value to your existing customers, helping them succeed with your product, and maintaining an ongoing relationship. Consistency, relevance, and personalization are key.

Account-Based Marketing (ABM) involves directing marketing resources towards engaging specific high-value accounts. It's a strategy often used in B2B marketing where the focus is on individual accounts rather than market segments. Here's how you could strategize content marketing to support ABM:

Identify and Understand Key Accounts: The first step is identifying the accounts to target and understanding their unique needs, interests, pain points, and decision-making processes. This information will guide your content creation.

Personalize Content: One of the hallmarks of ABM is personalization. Develop content that speaks directly to the identified accounts. This could be in the form of personalized email campaigns, custom reports, or even webinars tailored to the account's industry or specific challenges.

Tailor Content to Different Stakeholders: In B2B buying processes, multiple stakeholders are often involved in decision-making. Create content that addresses the concerns and interests of different stakeholders in the account, from end-users to C-suite executives.

Align Sales and Marketing: ABM requires a high level of coordination between sales and marketing. Ensure your content strategy supports sales efforts—for example, by developing account-specific sales collateral or co-creating content with the sales team.

Leverage Multiple Channels: Deliver your content through multiple channels, but prioritize those most relevant to your target accounts. This could be email, LinkedIn, direct mail, or even face-to-face events.

Monitor and Adjust: Keep track of engagement metrics and feedback to understand what content is resonating with your target accounts. Use this insight to continuously refine your content strategy.

Remember, ABM is not a one-size-fits-all strategy. What works for one account might not work for another, so flexibility and adaptability are key in your content marketing approach. As with any marketing strategy, ongoing testing, learning, and optimization are essential for success.

Planning and executing a content marketing strategy for a new product launch involves several steps:

Understand the Product and Define Goals: Start by gaining a deep understanding of the new product – its features, benefits, target audience, and unique selling proposition. From there, define your marketing goals. Do you want to generate awareness, drive pre-orders, or foster customer loyalty?

Develop Buyer Personas: Identify who your ideal customers are. What are their needs, preferences, and challenges? How does the new product solve their problems or enhance their lives?

Content Planning: Decide what type of content will resonate most with your buyer personas at each stage of the buyer's journey. This could range from blog posts, explainer videos, and infographics, to webinars, case studies, and user-generated content. Create a content calendar to map out what you will release, and when.

SEO Strategy: Research relevant keywords that your target audience might use to find a product like yours. Incorporate these keywords into your content to boost its visibility on search engines.

Promotional Strategy: Identify the channels you'll use to distribute your content. These could include your website, email newsletters, social media platforms, PR efforts, and more. For each channel, develop a unique approach based on what works best for that platform.

Launch Plan: Coordinate your content releases with the product launch. This could include a pre-launch phase (teasers, sneak-peeks, early bird offers), launch phase (product reveal, demonstrations, customer testimonials), and post-launch phase (usage tips, success stories, customer reviews).

Measure and Optimize: Use web analytics tools to track the performance of your content marketing efforts and adjust your strategy as needed. Key metrics could include website traffic, time spent on page, social shares, lead conversions, and sales.

A successful product launch requires a thoughtful, customer-centric content marketing strategy. By providing valuable content at every step of the customer journey, you can build excitement, drive sales, and foster long-term customer loyalty.

Repairing the online reputation of a brand that has faced negative publicity requires a careful and strategic content marketing approach. Here are steps that could be involved:

Address the Issue Head-On: It's important to openly acknowledge the issue and the company's responsibility in the situation. This could be done through a public statement, a blog post, or a letter from the CEO, for example. The key is to be transparent, sincere, and clear about what steps are being taken to prevent similar situations in the future.

Create Positive Content: Increase the production of high-quality, positive content. This could be user testimonials, success stories, community involvement, positive business practices, etc. Positive content can help to balance the negative publicity and gradually replace it in search results.

Engage with Your Audience: Use your content to engage directly with your customers and wider audience. This could be through Q&A sessions, webinars, or live streams. Allow them to voice their concerns and answer honestly and openly.

Monitor Your Online Reputation: Use online reputation management tools to monitor mentions of your brand online. Address negative comments or reviews in a respectful and helpful manner, showing that you're committed to making things right.

Show Progress Over Time: Regularly update your audience on the improvements you're making. This could be through a monthly blog post, email newsletter, or dedicated section on your website.

SEO Strategy: Consider an SEO strategy to help manage online reputation. This could involve promoting positive content about your brand and optimizing it for keywords that people might be using to search for information about the negative publicity.

Remember, restoring a brand's reputation isn't an overnight task. It requires consistent effort and a genuine commitment to making positive changes. Also, be prepared for setbacks, as these often occur in the process. Be patient, keep the lines of communication open, and stay focused on your long-term reputation management goals.

Evergreen content should ideally continue to attract traffic over time, so underperformance indicates there might be issues to address. Here's how you might diagnose the problem and take steps to improve performance:

SEO Analysis: Start by looking at your SEO. Are you targeting the right keywords? Are your title tag and meta description appealing and properly optimized? Is your content properly structured with headers and subheaders? There are many SEO audit tools available that can help you identify potential issues.

User Engagement Metrics: Review user engagement metrics like bounce rate, time spent on page, and pages per session. If these metrics are poor, it could indicate that the content isn't resonating with visitors. You might need to improve the readability, structure, or relevance of your content.

Backlinks: A lack of backlinks could be affecting your content's SEO performance. Consider reaching out to other websites for guest posting opportunities or content collaborations to generate more backlinks to your content.

Content Quality: Revisit the content itself. Is it thorough and detailed? Does it provide value to the reader? Is it up-to-date? Improving the quality of your content can lead to better engagement and higher search rankings.

Promotion: Are you effectively promoting your content? This could involve sharing it on your social media channels, including it in your email newsletter, or featuring it prominently on your website.

Competitor Analysis: Look at similar content from your competitors. Are they ranking higher than you? If so, analyze what they're doing differently. They might be using different keywords, or their content might be more comprehensive or user-friendly.

Once you've identified potential issues, you can take steps to improve the content. This might involve updating the content with more recent information, improving the SEO, adding more visual elements to make the content more engaging, or finding new ways to promote the content. Remember, improving content performance is usually a process of trial and error, so it's important to continuously monitor your metrics and make adjustments as needed.

Google Analytics is an incredibly powerful tool for measuring the effectiveness of a content marketing campaign. Here's how you might use it and what metrics you would focus on:

Set Up Goals: Firstly, you'd want to set up goals in Google Analytics. These could be things like completing a purchase, signing up for a newsletter, or downloading a white paper. You can then track how often users complete these goals after interacting with your content.

Measure Traffic: One of the most straightforward metrics is the amount of traffic your content attracts. You can look at both the overall number of users and the number of new users.

Analyze Behavior Metrics: Look at metrics like bounce rate (the percentage of visitors who navigate away from your site after viewing only one page), pages per session, and average session duration to understand how users are interacting with your content. High bounce rates, for instance, might indicate that your content isn't meeting visitor expectations.

Examine Acquisition Channels: This will show you where your traffic is coming from, whether that's organic search, social media, direct visits, referrals from other websites, or paid campaigns. This can help you understand which channels are most effective at driving traffic to your content.

Track Conversions: Beyond just setting up goals, you can track specific conversions related to your campaign. For example, if your content marketing campaign includes a call to action (CTA) to sign up for a webinar, you can track how many people clicked on that CTA and ultimately registered for the webinar.

Look at User Flow: This report shows the path that users typically take through your site. It can help you understand if users are following the path you intended, or if they're dropping off at certain points.

Remember, the key to effective measurement with Google Analytics is to start with clear objectives for your content marketing campaign. What do you want users to do after consuming your content? Once you've defined this, you can set up Google Analytics to measure how well your content is driving these desired actions.

A/B testing is a powerful method for optimizing content engagement. It involves creating two different versions of a content piece (version A and version B), and comparing their performance to see which one resonates better with your audience. Here's how you might use A/B testing to improve engagement:

Identify the Element to Test: Start by deciding what element of your content you want to test. This could be the headline, the length of the content, the placement of key information, the call-to-action, the use of images or videos, or even the tone of the content.

Create Two Versions: Develop two versions of your content with variations in the element you've chosen to test. Make sure that you only test one element at a time so that you can accurately attribute any difference in performance to that specific change.

Split Your Audience: Divide your audience into two random groups and present each group with a different version of the content. This could be done through email marketing, social media, or on your website.

Measure Engagement: Track engagement metrics for each version of the content. This might include click-through rates, time spent on the page, shares, comments, downloads, or any other measure of engagement that is relevant to your content and goals.

Analyze the Results: After a certain period, analyze the results to see which version performed better. If there's a clear winner, implement that change in your future content.

Iterate and Test Again: A/B testing should be an ongoing process. Once you've tested one element, move on to the next. The goal is to continually optimize your content for better engagement.

Remember, while A/B testing can provide valuable insights, it's not a magic bullet. What works for one piece of content or one audience might not work for another. Always consider your A/B testing results in the context of your broader content strategy and goals.

Designing a content experiment involves setting up a controlled study to evaluate the impact of a specific content type or strategy. Here's how you might set up an experiment to test the impact of video content on user engagement:

Define the Goal: First, clarify what aspect of user engagement you're looking to improve. This could be increasing time spent on page, boosting click-through rates, improving conversion rates, etc.

Identify the Variables: The key variable you'll be testing here is the use of video content. You'll need to produce comparable content in both video and a control format (like text or images).

Establish a Control Group and Test Group: You could, for example, have half of your audience (randomly selected) receive the content in video format (test group), and the other half receive the content in the control format.

Measure the Results: Using a tool like Google Analytics, measure the engagement metrics for both groups. This could include metrics like bounce rate, pages per session, average session duration, conversions, etc.

Analyze and Conclude: After a set period, compare the engagement metrics between the two groups. If the video content significantly improves engagement compared to the control format, you might conclude that integrating more video content could boost engagement.

Remember to account for any confounding factors that could influence the results, such as different traffic sources or user demographics. It's also important to ensure that you're comparing like with like – the content in both formats should be equivalent in terms of quality and relevance. The aim is to isolate the impact of the content format on engagement.

Influencer marketing can be a powerful tool to amplify a content marketing campaign, as influencers can help to extend the reach of your content, enhance brand credibility, and stimulate engagement. Here's an outline of a strategy you could use:

Define Your Goals: Before launching an influencer campaign, be clear on what you want to achieve. This could be increasing brand awareness, boosting product sales, gaining new social media followers, etc.

Identify the Right Influencers: Look for influencers whose audience aligns with your target demographic, and who have a strong, positive reputation in their field. Consider their engagement rates and the quality of their content, not just their follower count.

Develop a Collaborative Partnership: Rather than simply paying influencers to promote your content, consider developing a collaborative relationship where they can contribute to the content creation process. This might involve them creating unique content that aligns with your campaign, such as blog posts, videos, social media posts, etc.

Monitor and Measure Success: Set up tracking mechanisms to measure the success of the influencer partnership. This could involve tracking referral traffic from the influencer's platform, monitoring social media engagement, tracking product sales or leads generated, etc.

Refine and Iterate: Based on the results, refine your influencer strategy. This could involve choosing different influencers, adjusting the content, or changing the way the collaboration works.

Remember, successful influencer marketing requires authenticity. The influencers you work with should genuinely align with your brand and your campaign to ensure their endorsements are credible and effective.

Quantifying the ROI of a long-term content marketing strategy can be challenging due to the long-term nature of content marketing, the indirect impact it can have on revenue, and the variety of metrics that can be used to measure success. However, it's crucial to have a method in place to ensure that your efforts are contributing to your business objectives. Here's a potential approach:

Define Your Goals and Metrics: Determine what success looks like for your content marketing strategy. This could be increased website traffic, higher conversion rates, improved customer retention, etc. Once you have your goals, identify the key performance indicators (KPIs) that align with these goals.

Track the Metrics: Implement tracking systems to measure these metrics over time. This could involve using tools like Google Analytics, CRM systems, social media analytics, etc.

Calculate the Cost: Quantify all costs associated with your content marketing efforts. This could include costs for content creation (either in-house or outsourced), content promotion (like advertising or SEO), tools and software, and any other related costs.

Calculate the Revenue: Identify the revenue generated as a result of your content marketing efforts. This might involve tracking sales from customers who engaged with your content, revenue from ads on your content platform, increased customer lifetime value due to improved retention, etc.

Calculate ROI: Now that you have the cost and revenue figures, you can calculate the ROI using the formula: (Revenue - Cost) / Cost * 100%. This will give you the ROI as a percentage.

Monitor and Adjust: Regularly review your ROI and use this information to adjust your strategy as needed.

Remember, content marketing often provides value in ways that are difficult to measure directly in monetary terms, such as improved brand reputation or customer relationships. While these factors might not be included in your ROI calculation, they are still important benefits of content marketing.

A content matrix, also known as a content audit matrix or content mapping, is a framework used to evaluate and analyze a company's existing content in order to optimize a content strategy. It can provide insights into what's working, what isn't, and how to improve. Here's how you might use a content matrix:

Content Inventory: Start by cataloging all your existing content, including blogs, videos, social media posts, whitepapers, etc. Include details like the content type, topic, publication date, and any performance data.

Classification: Classify each piece of content along two dimensions. This often involves evaluating the content in terms of its relevance to the customer journey (awareness, consideration, decision, loyalty) and the value it provides (educational, inspirational, entertaining, convincing).

Performance Analysis: Evaluate how each piece of content has performed based on metrics like page views, shares, time on page, conversions, etc.

Gap Analysis: Using the matrix, identify any gaps or opportunities in your content. For example, you might find that you have a lot of content for the awareness stage, but not enough for the decision stage.

Optimize Your Strategy: Use these insights to refine your content strategy. This might involve creating new content to fill gaps, repurposing high-performing content, or improving or removing low-performing content.

By using a content matrix to analyze your content, you can gain a holistic view of your content strategy and make informed decisions to optimize it.

Structured data refers to any data that is organized in a manner that is easily readable by machines. In the context of content marketing, structured data often refers to specific code that you can add to your website's pages to provide search engines with more detailed information about your content. Here's how you might use structured data to improve your content's discoverability and performance:

Improve Search Engine Results Page (SERP) Appearance: By implementing structured data, you can enhance the way your content appears in SERPs through rich snippets, which can include additional information like reviews, images, and more. This can make your content more attractive to users and potentially increase click-through rates.

Enable Voice Search and Google Assistant Actions: Structured data allows search engines to understand the content on the page better, which can make it more likely to be selected as a voice search result or used in Google Assistant actions.

Provide Context to Search Engines: Structured data can help search engines understand the content and context of your pages, which can lead to more relevant search results and potentially improve your rankings.

Support Advanced Features: Certain types of structured data can enable advanced SERP features, like FAQ sections, How-To sections, and more. These features can provide more information to users directly in the search results, which can increase visibility and engagement.

Track Performance and Discoverability: Once you've implemented structured data, you can use tools like Google Search Console to track how your pages with structured data are performing in search results.

In short, structured data can be a powerful tool for enhancing the visibility and performance of your content in search results, which can ultimately lead to higher engagement and conversions.

Topic clusters, also known as content clusters or pillar-cluster models, are an SEO strategy where related content is interlinked to form a cluster around a central topic, known as a pillar. This strategy can improve SEO and user experience by organizing content more effectively and creating a logical content structure that search engines can easily understand. Here's how you might use topic clusters:

Identify Pillar Topics: Start by identifying the broad topics that are central to your business and that you want to rank for. These topics should be broad enough that you can create several related pieces of content around them.

Create Cluster Content: For each pillar topic, create a series of related, more specific pieces of content. Each piece of cluster content should link back to the pillar content and vice versa.

Optimize for SEO: Use keyword research to optimize both your pillar content and your cluster content. The pillar content should target broad, high-volume keywords, while the cluster content should target long-tail keywords related to the pillar topic.

Improve User Experience: Topic clusters can improve user experience by providing a clear, logical structure for your content. Users can easily navigate from broad, introductory content to more specific, in-depth content, which can increase engagement and time on site.

Monitor and Adjust: Regularly monitor your performance in search engine rankings and adjust your strategy as necessary. You may need to update your content, add new cluster content, or adjust your internal linking strategy.

Topic clusters can be a powerful strategy for improving SEO and user experience on a content-heavy website. By organizing your content into related clusters, you can help search engines understand your content, improve your rankings, and make it easier for users to find and engage with your content.

Interactive content refers to content formats that actively engage users and require their participation. It can be highly effective in capturing attention, increasing engagement, and generating leads. Here's how you might utilize interactive content for these purposes:

Quizzes and Assessments: Create interactive quizzes or assessments related to your industry or product. This type of content allows users to test their knowledge, receive personalized results, and can be used as a lead generation tool by gating the results behind an opt-in form.

Calculators and Tools: Develop calculators or interactive tools that help users solve a problem, make a decision, or evaluate options. By providing value through these tools, you can capture user information and generate leads.

Interactive Infographics or Data Visualizations: Transform static infographics or data into interactive formats. Users can explore the data by interacting with different elements, making it more engaging and memorable.

Interactive Videos: Incorporate interactive elements within videos, such as clickable hotspots, branching storylines, or interactive annotations. This allows users to engage with the content actively and choose their own path, enhancing engagement and providing a personalized experience.

Virtual Reality (VR) or Augmented Reality (AR) Experiences: Utilize VR or AR technology to create immersive and interactive experiences. This can be particularly effective for industries like real estate, travel, or product demonstrations.

Contests and Gamification: Implement interactive contests, challenges, or games that encourage user participation. This not only increases engagement but also incentivizes users to share their contact information to participate or win prizes.

User-Generated Content Campaigns: Engage your audience by running user-generated content campaigns. Encourage users to submit their own content, such as photos, videos, or stories, and feature the best submissions. This not only generates engagement but also fosters a sense of community and brand loyalty.

Remember, when using interactive content, it's essential to align the interactive elements with your overall content marketing goals and target audience. Interactive content can capture attention and drive engagement, but it should also provide value and relevance to the user, encouraging them to take further actions and become leads.

Content personalization involves tailoring your content to individual users based on their preferences, behaviors, and characteristics. It can significantly enhance user engagement and improve conversion rates. Here's how you might utilize content personalization:

Segmentation: Segment your audience based on relevant factors like demographics, interests, past behavior, or purchase history. This allows you to create targeted content for each segment.

Dynamic Content: Use dynamic content elements on your website or email marketing to deliver personalized experiences. This could involve showing customized product recommendations, location-based offers, or personalized greetings.

Behavioral Tracking: Implement tracking mechanisms to monitor user behavior on your website. Analyze this data to understand their preferences and interests. Use this insight to recommend relevant content or products.

Progressive Profiling: Gradually collect user information over time through forms or surveys. Use this data to personalize content and offers based on their specific needs and preferences.

Email Personalization: Personalize your email marketing campaigns by addressing recipients by name, tailoring content based on their past interactions, and including personalized product recommendations or offers.

Recommendation Engines: Implement recommendation engines that analyze user behavior and provide personalized recommendations based on their browsing or purchase history. This can be particularly effective for e-commerce websites.

Localization: Customize content based on the user's location and language. This can involve translating content, adapting it to local preferences, or displaying region-specific offers or promotions.

Retargeting and Remarketing: Use retargeting and remarketing techniques to deliver personalized ads or content to users who have previously interacted with your website or shown interest in your products or services.

By leveraging content personalization, you can create more relevant and engaging experiences for users, increasing their likelihood of engaging with your content, staying on your website longer, and ultimately converting into customers.

Artificial intelligence (AI) can revolutionize content marketing by automating processes, personalizing experiences, and providing valuable insights. Here's how you might integrate AI into your content marketing strategy:

Content Creation and Curation: Utilize AI-powered tools that can generate content ideas, write articles, or curate relevant content from various sources. These tools can save time and assist with creating or curating engaging content.

Chatbots and Virtual Assistants: Implement AI-powered chatbots or virtual assistants to provide instant responses to customer queries, offer personalized recommendations, or guide users through content. This enhances user experience and streamlines customer support.

Personalization and Recommendation Engines: Leverage AI algorithms to analyze user data and deliver personalized content recommendations. AI-powered recommendation engines can suggest relevant articles, products, or resources based on user preferences and behavior.

Data Analysis and Insights: Use AI to analyze large sets of data, such as customer behavior, social media trends, or market research. AI algorithms can uncover patterns, insights, and predictive analytics to inform content strategies and decision-making.

Voice Search Optimization: Optimize your content for voice search by incorporating natural language processing (NLP) and voice recognition technologies. This ensures your content aligns with voice search queries and helps you reach the growing number of voice-enabled device users.

Content Distribution and Promotion: Utilize AI-powered tools to automate content distribution across various platforms, analyze engagement metrics, and optimize promotion strategies. AI can help identify the most effective channels and timing for content distribution.

A/B Testing and Optimization: Implement AI-powered tools for A/B testing and optimization. AI algorithms can analyze user behavior, test different variations of content, and provide insights on the best-performing options for maximum engagement and conversion rates.

Sentiment Analysis and Social Listening: Utilize AI to monitor and analyze social media conversations, reviews, and sentiment around your brand or industry. AI-powered sentiment analysis can help gauge audience reactions, identify trends, and respond effectively.

By integrating AI into your content marketing strategy, you can automate processes, deliver personalized experiences, gain valuable insights, and optimize content performance. It allows you to leverage the power of advanced technologies to enhance your content marketing efforts and achieve better results.

Multichannel content marketing involves strategizing and executing a campaign across multiple platforms or channels. Here are the steps for setting up and executing a multichannel campaign:

Define Your Goal: Start with a clear understanding of what you want to achieve with your campaign. Goals could be increasing brand awareness, driving website traffic, lead generation, or customer retention.

Understand Your Audience: Knowing your target audience is essential to choose the right channels and create effective content. Understand their demographics, preferences, online behavior, and on which platforms they are most active.

Choose Your Channels: Based on your audience research, choose the channels that will form part of your multichannel campaign. This could include your website, blog, email, social media platforms, podcasts, video sharing platforms, etc.

Create a Content Strategy: Develop a content strategy tailored to each chosen channel, taking into consideration the specific format and style that works best for each. All content should tie back to your overall campaign goal and include a consistent message, but the presentation may vary depending on the channel.

Develop and Schedule Content: Create content for each channel as per your strategy. This could be blog posts, social media updates, videos, emails, etc. Make a content calendar to plan out when and where each piece of content will be published.

Execute Your Campaign: Launch your campaign according to your schedule. Be sure to coordinate your efforts across channels for a unified brand experience.

Monitor and Adjust: Keep a close eye on analytics and performance indicators for each channel. Be prepared to adjust your strategy based on what is working or not working.

Executing a multichannel content marketing campaign involves careful planning and coordination, but it can be an effective way to reach your audience in multiple places and reinforce your message. It also increases the chance of your audience encountering your content, no matter where they spend their time online.

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Table of Contents

Commonly asked content marketing interview questions, list of other content marketing interview questions, top content marketing interview questions for 2024.

In this digital era, the need for content marketing professionals is inevitable.  Regardless of an organization’s size or industry, companies are scrambling to find deserving candidates for content marketing . Content marketing requires a different set of talents than your average marketer, so it makes sense to enlist the help of experts in the field. In this article, we've included 12 Content Marketing Interview Questions you can use to test their expertise in each area.

Candidates for the content marketing profession should be able to exhibit an understanding of fundamental marketing ideas and great interpersonal skills. 

1. How would you measure the performance of your content marketing? Can you describe examples of good content you have implemented?

Making the world aware of what you have to say is only half the battle. Candidates should be able to track social media shares and use Google Analytics to assess the effectiveness of each piece of content they create.

For a content generation, candidates must be able to define "success." A good indicator of their comprehension is if they use words like traffic, repeat visits, retweeting, liking, and SEO in their responses. In addition, it's much better if they share specific examples of their own accomplishments in such fields.

2. What will be one of your favorite examples of a company that is getting content right? What kind of content do you think is lacking in this industry?

When it comes to content marketing , self-education is essential to stay on top of the latest trends and developments. Marketing blogs, social media algorithm adjustments, and reading widely on marketing can be listed as ways for candidates to stay up to date on the industry.

3. What is the most important thing that must be included in a content brief?

The outline is the most crucial part of a content brief. Placement of headings and targeting related keywords should be mentioned clearly in the brief. The writer is free to add their own thoughts and ideas to the extent that the brief allows. Content briefs, on the other hand, are always able to provide the basics.

4. What is your thought process about content strategy? What must you look out for, in what sequence?

What the content is trying to communicate, who it is aimed at, and how it will be viewed all play a role in determining how the information should be written. 

When interviewing candidates, look for a wide range of editorial expertise, such as creative, newsroom, and branded content. If you're a smart content strategist, you'll know that different purposes call for different kinds of writing. Be on the lookout for 5their ideation journey as they polish, package, and distribute the material to reach their target audience and accomplish their goals.

5. What do you think our company's voice is? How would you write this voice?

The tone of your company's communication is that of an approachable and knowledgeable professional. Therefore, it's important to add useful information and leave in a few technical terminologies, but clarify them throughout your blog posts.

Candidates that are able to identify the tone your organization is striving for in an interview are more likely to have researched your company's brand story in advance and prepared for the interview. Look for the keywords that you connect with your brand in this example since it demonstrates skill in writing brand messages. A strong candidate will also recognize that your intended audience is going to expect a specific tone and voice.

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6. Which content assets have you previously contributed to?

Knowing this will provide you a sense of whether they are familiar with the textual content types that your organization uses. Fewer areas of expertise will be available to a weaker applicant in terms of writing. According to what type of role your firm is searching for, this question might help you determine if the person you're interviewing is a good fit for the position.

7. Describe an instance when you supervised a group of content makers for a project. Describe a situation when you disagreed with their decision.

When putting together a team, it's crucial to consider their strengths and shortcomings. It was because all of my creatives came from the same editorial background that I disagreed with them the last time, and I felt that our direction was too one-dimensional and not focused enough on the brand. 

8. What prior expertise do you have assigned to the content budget? What would you give most priority to?

This is a good way to determine what the candidate knows about the various stages of the content lifecycle. Look for a response that encompasses the entire process, beginning with conception and ending with analytics, from the very beginning of your project. For the best answer, you'll need to include specifics and examples.

9. How do you stay abreast of the latest developments in the content marketing world?

When it comes to content marketing, self-education is essential to stay on top of the latest trends and developments. Marketing blogs, social media algorithm adjustments, and reading widely on marketing can be listed as ways for candidates to stay up to date on the industry.

10. When analyzing the success or failure of a content marketing campaign, what metrics do you consider?

Weak answers don't focus on the metrics that matter and don't understand content strategy. Better answers include references to KPIs more closely linked to business strategy, which implies that they may develop content with those objectives in mind. SEO-related terms, page views, visits, lead creation, and brand awareness are just a few examples of possible keywords. 

11. How do you market your content after its publication?

This test aims to determine whether or not a candidate can look beyond the written word and develop a strategy for promoting their work. The best applicants will create a marketing strategy and execute it, including posting it across several social media platforms, repurposing it in outbound newsletters and emails, and enlisting the help of industry influencers to help spread the message.

• What is your favorite aspect of writing?
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• Describe the function of data in your position. How crucial is it?
• Which marketing blogs do you follow?
• How does Google determine the ranking of content?
• What are some effective strategies to get others to connect to your content?
• How do you choose which topics to emphasize and which format to employ?

Prepare for these content marketing interview questions and get your desired job in one go! There is another way to increase your chances of getting your dream content marketing job, sign-up for our IMT Ghaziabad Digital Marketing Program  and learn the best practices from industry experts. Learn different techniques contributing to online marketing along with the latest tools. Sign-up today! 

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20 Content Manager Interview Questions and Answers

Common Content Manager interview questions, how to answer them, and sample answers from a certified career coach.

You have the skills to become an incredible content manager—but do you know how to answer the questions your interviewer might throw at you?

The key is to be prepared. To help you prepare, we’ve rounded up some of the most common interview questions for content managers and provided advice on how to best answer them. Read on, and get ready to ace that interview!

• What strategies do you use to ensure that content is optimized for search engine visibility?
• Describe your experience with developing and managing a content calendar.
• How do you measure the success of content campaigns?
• Explain how you would go about creating an effective content strategy for a new product launch.
• Are you familiar with SEO best practices?
• Tell me about a time when you had to manage multiple stakeholders in order to create successful content.
• What techniques do you use to make sure content is engaging and relevant to its target audience?
• How do you handle feedback from clients or colleagues on content projects?
• Do you have any experience working with influencers or other external partners to promote content?
• What tools do you use to track content performance metrics?
• How do you stay up-to-date on industry trends and developments related to content marketing?
• What are the most important elements of a successful content campaign?
• How do you approach writing content for different platforms (e.g. web, social media, etc.)?
• What steps do you take to ensure accuracy and consistency across all content pieces?
• How do you handle copyright issues when using third-party content?
• What processes do you follow to ensure content meets legal requirements?
• How do you handle content requests from multiple departments within an organization?
• What strategies do you use to repurpose existing content into new formats?
• How do you handle difficult conversations with clients or colleagues regarding content quality?
• Describe your experience with A/B testing content to optimize engagement.

1. What strategies do you use to ensure that content is optimized for search engine visibility?

Content managers are responsible for creating content that is both engaging and optimized for search engine visibility. Interviewers will want to know that you understand the importance of SEO and have the strategies in place to ensure that content reaches its audience. They’ll also want to know that you understand the importance of tracking results and making necessary adjustments to improve visibility.

How to Answer:

When answering this question, you should provide specific examples of SEO strategies that you have used in the past. For example, you can talk about how you use keyword research to identify relevant topics and phrases, create content with a clear structure and hierarchy, optimize titles and meta descriptions for search engine visibility, or link to other pages on your website to boost page authority. You should also mention any tools or software you’ve used to track results and make adjustments as needed.

Example: “I understand the importance of optimizing content for search engine visibility, and I have several strategies that I use to ensure my content is seen by its intended audience. For example, I always begin with keyword research in order to identify relevant topics and phrases. Then, when creating the content, I make sure it has a clear structure and hierarchy so that it’s easy for readers to follow. Additionally, I optimize titles and meta descriptions for maximum visibility, and link to other pages on the website to boost page authority. Finally, I track the results using tools like Google Analytics and SEMrush, and adjust as needed.”

2. Describe your experience with developing and managing a content calendar.

Content managers are responsible for creating and curating content, as well as overseeing its promotion and publication. Developing and managing a content calendar is a key part of this role, as it ensures that content is being created and published regularly and on a timeline that works for the company’s goals. The interviewer is looking to get a sense of your experience in this area and how well you understand the importance of a content calendar.

Talk about the strategies you use to optimize content for search engine visibility. This could include performing keyword research, optimizing titles and meta descriptions, using internal linking, creating a content calendar, and ensuring that all content is of high quality and relevant to your target audience. Additionally, you can talk about how you measure the success of your content optimization efforts by looking at metrics such as organic traffic, click-through rate, and conversions.

Example: “I have extensive experience in developing and managing content calendars. I’m familiar with the importance of optimizing content for search engine visibility, so I always start by performing keyword research to identify relevant topics and phrases that my target audience is likely searching for. Then I create a content calendar outlining when each piece should be published, as well as what kind of content it will be (blog post, video, etc.). Finally, I measure the success of my efforts by looking at metrics like organic traffic, click-through rate, and conversions.”

3. How do you measure the success of content campaigns?

Content managers are expected to create content that resonates with their target audience and that supports the company’s goals. In order to do that, they need to be able to measure how effective their campaigns are. This question is meant to gauge how well you understand the metrics needed to track success, as well as how you go about setting up those measurements.

You should be prepared to discuss the metrics you use to measure success, such as page views and time spent on page. You can also talk about how you track engagement with content by looking at likes, shares, comments, and other social media interactions. Additionally, you should mention any tools or software that you have used to track these metrics. Finally, make sure to explain why these metrics are important for measuring success and how they help inform your future content campaigns.

Example: “I measure the success of content campaigns by looking at a variety of metrics. For example, I track page views and time spent on page to get an understanding of how many people are engaging with my content, as well as likes, shares, comments, and other social media interactions to gauge its reach. Additionally, I use tools like Google Analytics to track more detailed metrics such as click-through rates and conversion rates. All of these metrics help me understand what’s working and what isn’t so that I can adjust my strategies accordingly.”

4. Explain how you would go about creating an effective content strategy for a new product launch.

Content managers are expected to be experts in the creation, management, and optimization of content. The interviewer wants to know that you have the skills to create a comprehensive content strategy for a new product launch. This should include everything from content creation to distribution and promotion, as well as metrics for tracking success.

You should start by outlining the steps you would take to create an effective content strategy. This should include research into the product, target audience, and competition; brainstorming ideas for content creation (e.g., blog posts, videos, infographics); developing a plan for content distribution; setting up tracking metrics; and creating a timeline for launch. Additionally, explain how you would use analytics to measure the success of the campaign. Be sure to emphasize any relevant experience in this area that you have.

Example: “When creating a content strategy for a new product launch, the first step is to do research into the product and understand its unique value proposition. I would then brainstorm ideas for content that will engage the target audience and help them learn more about the product. Once I have an idea of what kind of content I want to create, I would develop a plan for how it should be distributed through various channels (e.g., social media, email campaigns). Finally, I would set up tracking metrics so that we can measure the success of the campaign and adjust our approach accordingly. With my experience in content management, I am confident that I could create an effective content strategy for your product launch.”

5. Are you familiar with SEO best practices?

Content managers are responsible for creating, optimizing, and managing content that meets the needs of their audiences. SEO (or search engine optimization) is one of the most important aspects of content marketing and is essential to ensuring that content is seen and shared by the right people. By asking this question, an interviewer is trying to determine whether you understand the fundamentals of SEO and how to apply them to your content.

Start by talking about the SEO best practices you’re familiar with, such as keyword research and optimization, link building, and content creation that is optimized for search engines. You should also explain how you have implemented these strategies in your previous roles to help improve visibility and drive traffic to websites or social media channels. Be sure to provide specific examples of successful campaigns you’ve worked on and any metrics you were able to track.

Example: “Yes, I’m very familiar with SEO best practices. In my current role as a content manager for XYZ Corporation, I’ve implemented several successful campaigns that have increased our organic search traffic by over 30%. For example, I conducted keyword research to identify high-traffic terms and optimized all of our existing content to include those keywords. Additionally, I built backlinks from other authoritative sites in order to improve our rankings in SERPs. As a result of these efforts, we were able to increase our visibility and drive more website visits.”

6. Tell me about a time when you had to manage multiple stakeholders in order to create successful content.

Content managers often have to juggle the needs of multiple stakeholders in order to create successful content. The interviewer wants to know if you have the ability to manage different expectations and opinions from multiple parties and still deliver quality content on time. This question also helps to assess your ability to collaborate with a variety of people and think strategically about how to create content that meets all of the stakeholders’ needs.

To answer this question, you should provide an example of a time when you had to manage multiple stakeholders in order to create successful content. Talk about the different expectations and opinions that you had to consider and how you were able to navigate those competing interests. Explain how your strategy for creating content met the needs of all stakeholders while still staying within budget and timeline constraints. Finally, discuss the results of your efforts and any lessons learned from the experience.

Example: “I recently had to manage multiple stakeholders in order to create successful content for a major client. The client wanted content that was informative, engaging and on-brand. At the same time, their marketing team wanted something that would appeal to their target audience, while their legal department wanted to ensure accuracy and compliance with regulations. I worked closely with all of these different stakeholders to come up with a strategy that met everyone’s needs. We were able to create content that was both accurate and engaging, while staying within budget and timeline constraints. Through this experience, I learned how important it is to be open to feedback from all parties involved in order to create great content.”

7. What techniques do you use to make sure content is engaging and relevant to its target audience?

Content managers are responsible for creating and managing content that resonates with their target audience. To do this, they must have a deep understanding of their audience’s needs, interests, and preferences. This question helps the interviewer understand your ability to develop content that resonates with your intended audience.

When answering this question, you should focus on the techniques and strategies that you use to ensure your content is engaging and relevant. This could include conducting audience research to better understand their needs, interests, and preferences; utilizing data analytics to track performance and make adjustments as needed; leveraging user feedback to improve content; or creating targeted content for different segments of your audience. You can also discuss how you stay up-to-date with industry trends and news in order to create timely content that resonates with your target audience.

Example: “I have a few key techniques that I use to make sure my content is engaging and relevant. First, I conduct regular audience research to better understand their needs, interests, and preferences. This helps me create content that resonates with them and meets their expectations. Second, I utilize data analytics to track performance metrics such as engagement rates, page views, and click-throughs in order to identify areas for improvement. Third, I leverage user feedback to refine existing content and develop new content ideas. Finally, I stay up-to-date with industry trends and news so that I can create timely content that resonates with my target audience.”

8. How do you handle feedback from clients or colleagues on content projects?

Content managers are responsible for creating, editing, and managing content for websites and other digital channels. When working with clients or colleagues to create content, it’s important to be able to handle feedback and adjust content according to their needs. The interviewer wants to know that you can effectively take feedback and use it to create better content.

When answering this question, it’s important to emphasize your ability to take feedback constructively and use it to improve content. Talk about how you have handled feedback in the past, such as incorporating changes or suggestions into a project, and how you were able to create better content as a result. Show that you are open to feedback and can handle criticism without taking it personally.

Example: “I take feedback from clients and colleagues seriously and use it to improve the content I create. I’m open to constructive criticism and always try to look at it as an opportunity to learn and grow. I have experience incorporating feedback from clients into content projects, and I’m always willing to make changes or adjustments to ensure that the final product meets their expectations. I’m also familiar with the importance of working closely with colleagues and other stakeholders on content projects, and I’m confident that I can handle feedback from multiple sources in an efficient and effective manner.”

9. Do you have any experience working with influencers or other external partners to promote content?

Content managers have to be well-versed in all the ways content can be shared, promoted, and distributed. You need to have a good understanding of the different channels, both digital and traditional, that you can use to reach your target audiences. Additionally, you should be able to build relationships with external partners, such as influencers, to help spread your content even further.

Talk about your experience with influencer marketing, and how you have used it to promote content. If you don’t have direct experience in this area, talk about other experiences that demonstrate your ability to build relationships with external partners. You can also mention any research or reading you’ve done on the topic of influencer marketing, as well as any strategies you would implement if given the chance.

Example: “Yes, I have experience working with influencers to promote content. In my previous role as a content manager, I worked with a team of influencers to create content that was shared across multiple social media platforms. I was also responsible for negotiating contracts with influencers, setting up payment schedules, and tracking performance metrics. I’ve also done research on influencer marketing strategies and how to best leverage influencers to reach a wider audience. If given the chance to work as a content manager for your company, I would be excited to create and execute a comprehensive influencer marketing strategy that would help to promote our content and reach our target audience.”

10. What tools do you use to track content performance metrics?

Content managers are responsible for understanding their audience and measuring the success of the content they produce. This requires a good understanding of analytics tools and how to interpret the data they generate. The interviewer wants to know that you’re familiar with the tools available and know how to use them to make decisions about content creation and promotion.

Content managers need to be able to measure the success of their content. To answer this question, you should mention any tools or analytics platforms that you have experience using to track performance metrics such as website traffic, page views, time on page, organic search rankings, and social media engagement. Be sure to include any reporting tools or processes that you use to present your findings in a meaningful way. Additionally, discuss how you use these tools to inform future content strategy decisions.

Example: “I have extensive experience with analytics and reporting tools such as Google Analytics, Adobe Analytics, and Tableau. I use these tools to track website performance metrics such as page views, time on page, organic search rankings, and social media engagement. I also use reporting tools to present my findings in a meaningful way. I use the data from these tools to inform my content strategy decisions, such as which topics to focus on, which content formats to use, and which channels to prioritize for content promotion.”

11. How do you stay up-to-date on industry trends and developments related to content marketing?

Content Managers need to be able to stay current on the latest trends and developments in the content marketing industry. Being able to stay up-to-date on these topics is essential in order to provide the best content for your company’s audience. This question is one way for the interviewer to gauge your knowledge of the industry and your commitment to staying informed.

A great way to answer this question is to provide specific examples of how you stay up-to-date on industry trends and developments. You could mention that you read industry blogs, attend webinars, or participate in online forums related to content marketing. Additionally, you can discuss the methods you use to track changes in the industry, such as setting up alerts for key terms or following influencers in the space. Finally, be sure to mention any certifications or courses you’ve taken to learn more about content marketing.

Example: “I stay up-to-date on industry trends and developments related to content marketing by reading industry blogs, attending webinars, and participating in online forums. In addition, I use tools such as Google Alerts to track changes in the content marketing space. I’ve also taken several certification courses to learn more about content marketing and stay ahead of the curve. Most recently, I completed a course on SEO best practices and I’m working towards becoming an accredited content marketer.”

12. What are the most important elements of a successful content campaign?

Content managers must be able to craft compelling messages that engage and inform their target audience. This question allows the interviewer to gauge your understanding of what it takes to make a successful content campaign. Your answer should focus on the importance of research, strategy, tailoring the message to the audience, and measuring the results of the campaign.

A successful content campaign requires research, strategy, tailoring the message to the audience, and measuring the results of the campaign. It is important to understand your target audience in order to craft a message that will engage them and compel them to take action. Additionally, it’s essential to have a well-thought out plan for how you are going to deliver your message and measure its success. Once you know who you are targeting and what kind of message you want to convey, you can create content that resonates with your audience and drives desired outcomes. Finally, you must track the performance of the campaign so that you can adjust as needed and ensure that you are meeting your goals.

Example: “A successful content campaign requires research, strategy, tailoring the message to the audience, and measuring the results of the campaign. It is important to understand who you are targeting and what kind of message you want to convey, and then create content that resonates with your audience and drives desired outcomes. Additionally, you must track the performance of the campaign to adjust as needed and ensure that you are meeting your goals. I have extensive experience in creating and managing successful content campaigns, and I would be excited to bring this knowledge and experience to the role at Design Your Space.”

13. How do you approach writing content for different platforms (e.g. web, social media, etc.)?

Content managers must be able to create content that is tailored to the platform it’s being used on. It’s important for a content manager to understand the nuances of each platform, so they can create the most effective content for the audience. For example, content for a website should be written differently than content for social media. It is important for a content manager to be able to adapt their writing style for each platform.

You should be prepared to explain your approach to writing content for different platforms. Talk about how you research the platform and audience before creating content, so you can understand what type of content will be most effective. Explain how you tailor your writing style and format based on the platform. For example, if you’re writing for a website, you may use more formal language than if you were writing for social media. Additionally, discuss any experience you have with using analytics or other tools to measure the success of your content.

Example: “I approach writing content for different platforms by understanding the platform, audience, and goals. I conduct research to get a better understanding of the platform and the audience, so I can create content that will be most effective. I also tailor my writing style and format based on the platform. For example, if I’m writing for a website, I typically use more formal language than if I’m writing for social media. I also have experience using analytics and other tools to measure the success of my content, so I can identify what works best and adjust my approach accordingly.”

14. What steps do you take to ensure accuracy and consistency across all content pieces?

Content managers are responsible for creating, editing, and managing content across a variety of platforms. This means they must be able to ensure accuracy and consistency across everything they publish or work on. Interviewers want to know that you’re able to plan, strategize, and execute your tasks in a way that will ensure the content you produce is accurate and consistent. They want to know you understand the importance of accuracy and consistency in content and the steps you take to make sure you meet those standards.

Start by explaining your process for creating content. Talk about how you research topics, develop an outline, and write the first draft. From there, discuss the steps you take to ensure accuracy and consistency. This might include fact-checking resources, asking other team members to review drafts, or running spellcheck software. You can also talk about any tools you use to help you stay organized and make sure each piece of content is consistent with the overall brand’s message. If you have experience with a particular tool that helps you do this, feel free to mention it as well.

Example: “I always start by researching the topic I’m writing about to make sure I have an accurate understanding of the subject. After I’ve developed an outline and written the first draft, I run it through a spellchecker and fact-check any resources I’ve used. I also use a content management system to keep track of my content and make sure it’s consistent with the overall brand message. I also review my work with other members of the team to ensure accuracy and consistency. It’s important that all content pieces reflect the same standards of accuracy and consistency, and I make sure I take the necessary steps to meet those standards.”

15. How do you handle copyright issues when using third-party content?

Content managers are responsible for making sure their content complies with copyright laws and that they have the proper legal permissions to use the content they produce. This question is designed to gauge your knowledge of the laws and regulations surrounding copyright and to make sure you’re aware of the importance of protecting content creators’ rights.

You should be prepared to explain the steps you take when using third-party content in your work. This includes researching and understanding copyright laws, obtaining permission from content creators or owners, and properly attributing any borrowed material. You can also talk about how you stay up to date on changes in copyright law and use tools like Creative Commons licenses to make sure you’re compliant.

Example: “When using third-party content, I always make sure to research and understand the copyright laws of the country in which I’m working. I also make sure to obtain permission from the content creator or owner before using their content. I understand the importance of protecting content creators’ rights, so I always make sure to give proper attribution and credit for any borrowed material. Additionally, I stay up to date on changes in copyright law and use tools like Creative Commons licenses to ensure that I’m compliant with the law.”

16. What processes do you follow to ensure content meets legal requirements?

Content managers need to be aware of the legal requirements of the content they are creating or editing. This includes copyright laws, defamation laws, and other legal issues that could be relevant to the content. The interviewer wants to know that you are aware of these legal requirements, and that you have a process in place to make sure that content is compliant. This shows that you understand the importance of legal requirements, and that you are capable of creating and editing content in a way that is legally compliant.

When answering this question, you should focus on the processes that you have in place to ensure content meets legal requirements. You can talk about how you research relevant laws and regulations before creating or editing content. Additionally, you could mention any tools or software that you use to check for compliance with these laws. Finally, you may want to talk about any other steps you take to make sure your content is legally compliant, such as having an attorney review it before publication.

Example: “I always make sure that I’m familiar with the relevant laws and regulations before creating or editing content. I use a variety of tools and software to check for compliance, including plagiarism checkers and software that checks for copyright infringement. Additionally, I always have an attorney review any content before it is published to make sure that it is legally compliant. These processes help me ensure that all of my content meets legal requirements.”

17. How do you handle content requests from multiple departments within an organization?

This question is designed to gauge your ability to prioritize and manage multiple projects at once. Content managers often have to handle requests from multiple departments within an organization and it’s important to be able to juggle these requests while ensuring that the content is of the highest quality and up-to-date. The interviewer wants to hear how you prioritize tasks, work with multiple stakeholders, and ensure that all requests are completed on time.

Start off your answer by talking about how you prioritize tasks. Explain that you take into account the urgency of each request, the resources available to complete the task, and the importance of the content in relation to other projects. You can then talk about how you manage requests from multiple departments. For example, you might explain that you create a spreadsheet or project management system to track all requests and their deadlines. Then, you could discuss how you communicate with stakeholders regularly to ensure they are informed of progress and any changes to the timeline. Finally, emphasize that quality is always at the forefront of your mind when creating content.

Example: “When managing content requests from multiple departments, I prioritize tasks based on urgency, resources, and importance of the content. I use a spreadsheet or project management system to track all requests and their deadlines, and I communicate with stakeholders regularly to ensure they are informed of progress and any changes to the timeline. Above all, I keep quality at the forefront of my mind when creating content. I understand the importance of creating high-quality content that is up-to-date and relevant to the organization’s goals.”

18. What strategies do you use to repurpose existing content into new formats?

Content managers are expected to not only produce new content but also to be able to repurpose existing content into new formats. Interviewers will want to know that you understand the importance of content repurposing and the strategies you use to do so. They might be looking for specific tactics you use, such as creating videos or infographics from blog posts, or they may be looking for more general ideas on how to make the most of existing content.

To answer this question, you should discuss the strategies and tactics you use for repurposing content. For example, you can talk about how you take existing blog posts and create videos or infographics from them to make them more engaging for your audience. You could also mention how you look for opportunities to reuse content in different formats, such as taking an article and turning it into a podcast episode or creating a series of social media posts from a longer piece of content. Discussing any metrics that you have used to measure the success of your repurposed content is also beneficial.

Example: “I believe that repurposing content is essential for any content strategy, as it allows us to get more mileage out of our existing content. I use a variety of strategies to repurpose content, such as creating videos and infographics from blog posts, turning articles into podcasts, and creating a series of short social media posts from a longer piece of content. I also track the performance of my repurposed content to ensure that I’m getting the most out of it. My goal is to make sure that our content is engaging, informative, and relevant to our target audience, no matter what format it’s in.”

19. How do you handle difficult conversations with clients or colleagues regarding content quality?

Content Managers are expected to work with a wide variety of stakeholders to ensure that the content they create is of the highest quality. That means having to have difficult conversations about content quality—such as requests for changes or revisions to existing content—with clients or colleagues. This question gauges how well you handle conflict, how well you communicate, and how well you can negotiate with stakeholders to ensure the highest quality content is created.

When answering this question, it’s important to emphasize your ability to handle difficult conversations with clients or colleagues in a professional and diplomatic manner. Talk about how you are able to take feedback constructively and use it to improve content quality. You can also highlight any strategies that you have used in the past to ensure that all stakeholders are on the same page when it comes to content standards. Finally, emphasize your commitment to working collaboratively with clients and colleagues to create the best possible content.

Example: “I understand the importance of creating high-quality content and take feedback from clients and colleagues very seriously. Whenever I have a difficult conversation with a client or colleague, I always try to remain professional and diplomatic. I also make sure to listen carefully to their feedback and ask questions to make sure I fully understand their point of view. I always strive to find a mutually beneficial solution that both parties can agree on, and I have developed a few strategies to ensure that all stakeholders are on the same page when it comes to content standards. I believe that by working collaboratively, we can create the best possible content.”

20. Describe your experience with A/B testing content to optimize engagement.

Content managers are expected to understand the importance of data-driven decision-making when it comes to creating and optimizing content. A/B testing is a great way to measure the effectiveness of different content strategies and test different approaches to engagement. By asking this question, the interviewer wants to know that you understand the importance of testing and can effectively implement it in your work.

To answer this question, you should be able to explain what A/B testing is and how it can be used to optimize content engagement. Talk about the different types of tests you’ve conducted in the past and the results they yielded. If you don’t have any direct experience with A/B testing, talk about your familiarity with other data-driven decision making tools and methods. Finally, emphasize your willingness to learn more about A/B testing and how you plan to use it if given the opportunity.

Example: “I have experience with A/B testing content to optimize engagement. In my current role as a content manager for XYZ Company, I have conducted tests to compare different versions of content to determine which was more effective in driving engagement. For example, I tested different headlines for a blog post to see which one was more likely to draw readers in. The results of the test showed that the headline that was more descriptive and spoke to the reader’s pain points had a higher click-through rate. I’m familiar with other data-driven decision-making tools and methods and I’m eager to learn more about A/B testing and how I can use it to optimize content engagement.”

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39 Interview Questions to Ask a Content Marketing Manager

By the BrightHire Team

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Today’s marketing team must be able to tell a compelling brand story, create actionable, entertaining content, and leverage a variety of digital channels to grow brand awareness. That’s where a content marketing manager comes in. This role is key for establishing a content strategy, developing short and long-form content, and distributing content across digital channels.

If you’re on the hunt for a content marketing manager who can make a meaningful impact on your marketing team and company, we can help.

In this article, you’ll find 39 interview questions to help you hire a content marketing manager. Along with general questions for a content marketing manager, you’ll also find questions for related competencies, including relationship building, efficiency, and persuasiveness.

Read on to uncover all of the interview questions to ask a content marketing manager.

General Interview Questions for a Content Marketing Manager

Relationship building interview questions, efficiency interview questions, persuasive interview questions.

• How do you determine the best marketing channels for your target audience?
• Describe your most successful content marketing campaign. Why was it effective, and what role did you play?
• You have an idea for a new campaign, but leadership doesn’t get it. How do you gain executive buy-in?
• What do you think sets our brand apart from our competitors’ brands?
• Tell me about a time when a project’s demands and scope changed significantly. How did you react, and what was the project’s outcome?
• Tell me about a time when you came up with a creative idea for a marketing campaign. What was the idea, and how did you bring it to life?
• Tell me about your experience managing brand social media accounts.
• What’s your process for understanding your target audience and their key pain points?
• Tell me about the metrics you rely on to measure a marketing campaign’s success. What metrics do you track, and how do you go about measuring them?
• Tell me about a time when a marketing campaign didn’t have the impact you wanted. What happened, and what did you learn from the experience?
• Tell me about a time when you managed a large, complex project with lots of moving pieces.
• Do you think it’s better to focus on the little details of a campaign or the big picture? And why?
• Tell me about a time when you set a goal and achieved it. What were the steps you took to be successful?

Building relationships with others is of utmost importance for content marketing managers. By forging strong bonds with industry thought leaders, they can gain valuable insights to incorporate into their content. Plus, this skill is also critical for cross-functional work with sales, customer success, and product teams.

The below questions can help you find candidates with a knack for relationship building.

• Describe a time when you built rapport quickly with a colleague who you didn’t see eye to eye with.
• Tell me about a time when you were able to understand a colleague’s needs and adjust your approach accordingly.
• Describe a time when you had to work cross-functionally to write a piece of content. What happened?
• Tell me about a time when you failed to manage an employee’s or your team’s work. What did you do?
• Tell me about a time when you helped motivate a team member. How did your support help them accomplish their goal?
• Describe a time when you were able to successfully complete a task because of your relationship with another team member. How did it impact your work on that project?

Filter questions by competency, department, and role with our free question-finding tool.

Successful content marketing managers can balance their workload and deadlines with ease by working efficiently.

The below questions can help you find candidates who excel at efficiency.

• Tell me about a time when you undertook a large project. How did you determine what to prioritize and how?
• Give me an example of a time when your schedule was suddenly interrupted and your plans completely changed.
• Tell me about a big work project that you had to plan. What steps did you take to organize your thoughts, plan out your steps, and get the project done efficiently?
• Tell me about a time when you successfully eliminated constant interruptions and fires. How did you stay focused and finish your work on time?
• Give me an example of a time when you had a lot of tasks you had to manage simultaneously. How did you tackle everything?
• Tell about a time when you made a mistake with a project that caused you to lose valuable time. How did that alter your initial plan? How did you get the project back on track?
• Share a time when you were able to successfully complete a project ahead of schedule. Describe the project and the steps you took to complete it.
• Give me an example of a time management skill that you value and have successfully applied in practice. What impact has this had on your work?
• Describe a situation that required multiple competing priorities. How did you manage prioritization, and what was the result?
• How do you measure efficiency in your day-to-day work?

Great content not only tells an interesting story but also persuades readers and encourages them to take action.

The below questions can help you find candidates who can easily persuade others.

• Tell me about a great idea of yours that you pitched to your colleagues or leadership team. How did you convey the idea, and what was the result?
• Tell about a time when you were able to encourage others to take a chance on a new project or idea.
• Describe a time when you anticipated a problem and persuaded your team to take an alternate route. What happened?
• Tell about a time when you used your leadership skills to gain support for something that was initially strongly opposed.
• Share a time when you successfully persuaded a colleague to support a controversial idea of yours.
• Tell me about a time when you communicated clearly to sell your team on an idea and work together to achieve the goal.
• Metaphors, analogies, or stories can sometimes be useful when making a case to get buy-in. Give me an example of a time when you were able to do so successfully.
• Share a time when you convinced your colleagues to follow a new process. What steps did you take to persuade your team?
• Tell me about a time when you had to persuade someone to follow a policy or guideline you didn’t believe in.
• Give me an example of a time when you used facts and reasoning to persuade a team member to accept your recommendation.

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Looking for more helpful interview questions? With our interview question-finding tool, you can access 300+ interview questions that you can filter by competency, department, and role.

Download the Interview Question Finder to unlock a free bank of interview questions. Or, visit the Interview Question Resource Hub to find more interview questions by competency and role.

Published 25 May 2020

12 Important Content Strategist Interview Questions and Answers

We take you through some of our favourite questions to ask content strategists in interviews.

• Hiring Resources

Hire Digital Editorial

25 May 2020

Here are some interview questions for hiring managers to consider when interviewing and assessing candidates for a content strategist role. For more information on how to hire a content strategist, check out our hiring guide and our job description template .

Questions (scroll down to see average VS great answers for these questions):

Analytical ability

• Measuring performance: How would you measure the performance of your content marketing? Can you describe examples of good content you have implemented?
• Quality of analysis: What do you like about our company’s content? What do you think we do well? What would you change?
• Thought process: What is your content strategy thought process? What do you look out for, in what order?

Brand alignment

• Great examples of content: What is one of your favourite examples of a company that is getting content right? What content do you think is lacking in this industry?
• Creativity: How do you tailor your content to your audience? How do you make a boring subject interesting?
• Brand voice: What do you think our company’s voice is? How would you write for this voice?

Technical expertise

• Technical skills: How do you make your content more SEO-friendly?
• Tools: What content management systems and tools have you used? And why?
• Versatility: What kind of content assets have you worked on in the past? What are you with multimedia formats?
• Outsourcing: What do you think is the most important thing that needs to be included in a brief?
• Budgeting: What experience do you have allocating the budget for content spend? What would you give most priority to?

How would you measure the performance of your content marketing? Can you describe examples of good content you have implemented?

Average Candidate : Focuses on superficial metrics that has little impact on the bottom-line. If the candidate rattles off a list of top-of-funnel metrics (pageviews, likes, shares, comments), it could be a sign that they are not thinking hard about the return on investment of their content marketing.

Great Candidate : They should look at performance holistically, and should be able to bring up relevant metrics specific to the type of content with ease. “Earlier this year, our team launched 4-part video series, a top-of-funnel project that we targeted at high-income young parents. The theme was bad parenting – which was very relatable for busy parents – and the goal was to spark conversation on the definition of great parenting. We improved play rate by over 30 per cent, and watch time was also strong for this series. The series also brought us 3 times more lead conversions per dollar spent compared to our blog articles.

A weak answer would not identify metrics that matter, and will also fail to see the bigger picture of content strategy, instead focusing on the content itself. A better answer would include mentions of metrics that are more related to business strategy, which means they can produce content with those goals in mind. Keywords include ‘inform and engage’ readers, SEO-related terms, page views, clicks, lead generation, brand awareness. Great candidates would have many personal examples to refer to.

What is one of your favourite examples of a company that is getting content right? What content do you think is lacking in this industry?

Average Candidate : “I like the content this company produces because it’s sensational and unique. It’s never been done before. I think the content in this industry is too safe and boring, which doesn’t resonate with their audience.”

Great Candidate : “I like the content this company produces because it really appeals to their target audience. If you look briefly at their likes on social media or on the comments on their articles, they’re made up of the demographics of their target audience. The content might be a bit boring or corporate for some people, but clearly, it works to get their brand message out to the right people. I noticed they have certain templates for the way their content is formatted, and while this helps to improve turnover time, it does get repetitive over time. I think it’s definitely possible to come up with more series for more variety in content formats, as well as experiment with multimedia to illustrate their points better.”

This is a more industry-specific version of the question above. They should discuss the strengths and weaknesses of the content producer they like. A weaker answer would only focus on whether or not they found the content interesting. A stronger answer would discuss the quality of the content, considering that they may not be the target audience, and instead focus on whether the overall strategy helps to reach any business goals in its production and distribution. This also gives you a glimpse into the ideas they have, and whether they have a grasp of the content needs of companies in your industry. 

Do note that it is easy to prepare for this answer, so you may want to restrict the candidate to companies within your industry or similar, in order to trigger a more representative response. 

What do you think is the most important thing that needs to be included in a brief?

Average Candidate : “The whole brief is important. If I don’t have enough instructions, how can I deliver the content that is needed?”

Great Candidate : “While the content and the format is important, I think it’s most important to know who you’re writing for and what kind of message you’re trying to bring across. Everything depends on the target audience and the message, from production to how you would distribute the content.”

A good content strategist will know that the same story can be told in many different ways, depending on your audience and objectives. So a good answer would highlight that the writing starts with the target audience and purpose of the content, which would, in turn, help them craft the storytelling and distribution strategies.

You may add on to this question by asking for an example of a company’s content strategy that they think has an obvious mismatch between the content and the target audience, and how they think this could be improved. 

What is your content strategy thought process? What do you look out for, in what order?

Average Candidate : “The content has to be clear and grammatically correct. I also make sure the writing voice suits the content.”

Great Candidate : “Depending on what the content is trying to say and who it should reach, I look out for voice and tone, the language used, the structure, and how the reader will be viewing the content. Incorporating a brand message is very different from creative copywriting or newsroom editorial writing, so that’s something I would look out for as well.”

Look out for a variety of editorial experience, including creative, newsroom and branded content. A good content strategist should be able to identify that content for different intent require very different editorial styles. In their thought process, look out for their ideation journey in sharpening, packaging and distributing the content to reach the target audience and fulfil the purpose of the content. 

Do note that content strategists with different backgrounds (like for those transitioning from journalism roles, traditional marketing roles or digital marketing roles) may highlight different things. Take note of their strengths in light of what your team is lacking. 

What do you think our company’s voice is? How would you write for this voice? 

Average Candidate : “Your company’s voice is like that of an expert, and to write content for your blog, I would use an expert’s language and keywords.”

Great Candidate : “Your company’s voice is like a helpful and friendly expert. I think your main target audience would be people who already have some knowledge of what you’re writing about. So to write content for your blog, I would include helpful insights and leave in some technical terms, but explain them along the way as well.”

If the candidate can identify the tone your company is going for, he or she probably prepared for the interview and took the time to understand your brand storytelling. It also shows experience in crafting brand messaging, look out for the keywords that you associate with your brand. A good candidate will also identify that your target audience will require a certain voice and tone. 

Most experienced writers should be able to identify your company’s voice. To build on this question, you can ask for some ideas on how to further your brand messaging, which will be more telling about how well they understand your brand’s direction.

What do you like about our company’s content? What do you think we do well? What would you change?

Average Candidate : “I do like that the content is very informative, but I think sometimes they can be boring, and I don’t think anyone is looking for this level of information. I’d add more trendy formats, maybe like short video explainers.”

Great Candidate : “I think the content is in-line with your brand in that it sounds smart and is engaging. But I noticed while you do share your own content on social platforms, you’re not very active otherwise. I think you could maybe share things that appeal to your target audience on LinkedIn more often because volume helps to grow traction on social platforms.”

A good content strategist will be able to pinpoint a few areas where your company might be struggling with, in both content production and distribution. You’ll also get to see how they work with feedback, look out for how they back up why they would change what they want to change. On the other hand, a weak answer would just apply trending content formats to your company, whether or not they may be suitable for your target audience and within your budget. 

What kind of content assets have you worked on in the past?

Average Candidate : “I like writing social media copy the best.”

Great Candidate : “I have experience with writing journalistic articles, branded insight content and social media copy, but I enjoy editorial work the most. I’ve also had experience pitching ideas for articles or videos to clients as well as internally to editors.”

This will give you an idea of whether they have experience with the written content formats that your company applies. A weaker candidate will have writing experience in fewer areas. Depending on whether your company is looking for an individual to fill a role that’s more focused on producing content according to a tried-and-tested format, or a role that is responsible for innovating and coming up with new content formats, this question will show you whether the individual suits the needs of the role. 

How comfortable are you with multimedia formats? What other software and multimedia are you familiar with? 

Average Candidate : “I have no experience with multimedia, I only write.”

Great Candidate : “I have experience with designing graphics, videography and photography. I picked up these skills because I think all content comes in a package, it’s never just one article, and it’s useful to be able to do more than one thing. I’m familiar with the Adobe Suite.”

Not a must for some companies, but this is always an added bonus. Look out for their experience with multimedia projects and whether they are familiar with terms that multimedia creatives use. 

If a content strategist can also communicate with designers, illustrators and videographers, as well as have some ideas on the best practices in those areas, they view content as a string of conversations they have with their audience across multiple platforms and formats, instead of as a singular asset. This also enables them to issue good briefs to the creatives they work with.

How do you make your content more SEO-friendly?

Average Candidate : “I search for keywords throughout the writing, and maybe even invisible text. This gets you a lot of clicks very quickly.”

Great Candidate : “I do a quick search on Keyword Search to see what keywords are popular, and then using the keywords sparingly. I also try to write headlines that include longer-tail keywords and include relevant links and image labels throughout the content. I also keep Google Search algorithms in mind while writing.”

This question is meant to show you whether the individual has real experience with creating SEO content that is suitable for a long-term approach. A content strategist who has written with SEO in mind may have experience with tools like Buzzsumo, Semrush, Google Adwords and Keyword Search. They should identify that while SEO can deliver results very quickly, it needs to be utilised in an expert manner, and this excludes spamming keywords. 

How do you tailor your content to your audience? How do you make a boring subject interesting? 

Average Candidate : “I think about what the reader might like to see. If a subject is boring, they probably don’t want to read it.”

Great Candidate : “I consider the reader’s level of knowledge about a topic. If they are familiar with the topic, I can include more technical terms, but if they are more foreign to the discussion, I will use simple language. I will also write in an engaging and compelling manner. A boring subject can be made interesting to the reader if you show them why it should matter to them.” 

A good content strategist should be able to identify that technical terms turn readers away, and should be comfortable with translating complicated concepts into writing that is simpler, easier to understand. 

What content management systems have you used?

Average Candidate : “What is a content management system?”

Great Candidate : “I’ve had experience with WordPress, Wix and Squarespace. I am also familiar with a little bit of HTML formatting for these sites.”

This question is meant to show you whether the individual has experience with the CMS your company may use, for example, WordPress, Drupal, Magneto, Wix and Squarespace. If your company uses an internal CMS, this question will help you suss out how comfortable they are in adopting a new CMS. 

What experience do you have allocating the budget for content spend? What would you give most priority to? 

Average Candidate : “I think written content should have the most weight, and if you skimp on writers you need to spend a lot of time fixing it yourself.”

Great Candidate : “The allocation of the budget would depend on what is the main content format that we will be producing, and at what frequency. For example, if a project is written content heavy, I will prioritise good writers who may be able to take photos or design graphics, not graphic designers who also dabble in writing. I’d also spend less of the budget on ancillary assets.”

A good candidate will have the foresight to consider that the allocation of the budget is dependent on the priorities of each project. He or she would also point out that money is needed not just for the production process, but also for the distribution in terms of paid ads or boosted posts.

Bonus question: Tell me more about a time you managed a team of content creators for a project. Describe a time you disagreed with what they wanted to do. 

Average Candidate : “I disagreed with my creatives because they said our branding direction was inconsistent across collaterals. I felt it was consistent, so I just asserted my authority and continued with the project.”

Great Candidate : “Putting together a team based on their strengths and weaknesses is very important. The last time I disagreed with my creatives, it was because all of them had the same editorial background, and I felt our direction was one-dimensional and not brand-focused enough. To remedy this, I put together a set of case studies that illustrated what I had in mind for our content. I also requested for help from another team member from the traditional marketing department, to sit down with my team and me to analyse how to improve our content to meet business goals.”

This question is meant for a candidate interviewing for a more senior position with management responsibilities. Instead of steamrolling over conflicting opinions, a good candidate would recognise the underlying problem, and address it effectively. A weak answer may indicate that the candidate has a very top-down style of leadership, and may not take well to more collaborative teams. 

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The Top 10 Content Marketing Skills You Need (Plus Tips On How To Master Them)

Looking to boost your content marketing efforts? Learn the top skills and strategies needed for success.

Want to reach more of your target audience, connect with them, and have meaningful interactions?

Quality content marketing may be the ideal solution for you.

But gone are the days of simply writing and releasing content.

Effective content marketing requires various skills and strategies if you want to get it right.

If you’re looking to breathe new life into your brand and generate more interest in your target audience , here are the top 10 skills and strategies you’ll need.

1. Know Your Audience And Target Them Effectively

Ask anyone about content and content marketing, and chances are that audience targeting is one of the first suggestions.

But what does audience targeting actually mean? And why is it an essential content marketing skill?

First, understand who your audience is, what their day is like, their priorities, and what they’re doing or intending to do while they consume content.

Then, use that information to craft content that counts on a platform and in a format that suits your audience.

Take the Shoe Snob Blog as an example.

The content is photo-centric. The page has few distractions, and the storytelling and text are dense and chunked.

The topics range from stories of shoemakers, care tips, and all the insider info a lover of bespoke and top-of-the-line men’s shoes, shoe designer, or shoemaker could want to know about the objects of their obsessions.

These features tell us a lot about the blog’s readers.

Shoe Snob Blog readers are likely visual, busy, and view reading the blog’s content as almost a secret pleasure they indulge in while waiting in line for an expensive coffee.

The blog doesn’t have content on saving money, getting things for less, building shoes more cheaply, or reviews of shoes you’d find in your local department store.

Why? That’s not what the blog’s target audience is interested in. In fact, those topics would likely chase readers away.

For Justin FitzPatrick, the blog’s author, it’s about the luxury, the emotional connection and passion for the brands, and the smaller details most of us wouldn’t likely notice about a man’s dress shoe – in language that matches the audience’s expertise.

You might be tempted to skip audience exploration and targeting to this degree, particularly if you’re a B2B brand or sell something non-visual like insurance.

But this could be a fatal mistake for your content marketing.

Even if you’re selling to another company, that company is driven and shaped by humans you’ll need to get attention from.

2. Understand How Brand Strategy Influences Content

Content and content marketing could do more harm than good if they fail to blend seamlessly with a brand strategy.

So, if you’re looking to build content marketing skills, ensure you understand how brand strategy influences effective content.

Solid brand-driven content strategies consist of six core elements when it comes to content:

• Brand foundations – What matters to the company, such as the image it wishes to project, etc.
• Audience discovery and brand position – How the brand fits within the market.
• Keywords and language – How the company wants people to find its brand, and what language it will use.
• Authority building – Looking like an expert and a leader on a chosen topic.
• Content creation – Any content strategy must be manageable, affordable, sustainable, scalable, and effective.
• Organization – Utilizing an editorial and publishing calendar and post-publishing tracking and measurement to maintain and guide your content strategy.

3. Consider SEO, Search, And Search Engines

SEO and search are essential for getting found, gaining traffic, building authority, and overall growth.

If you want your content marketing to work, you can’t afford to avoid this content marketing skill because you’re not an expert.

• Users make 1.2 trillion searches on Google per year.
• 93% of all web traffic comes from a search engine.
• 46% of searches are made to look for something local.

In January 2023, searches for phrases that included “gifts” increased 45% , while searches that included “presents” increased 15% over 2022. This equated to $47 billion in the two weeks following Christmas.

So, search is growing and becoming more important – not declining.

If you want to take advantage of search traffic, you need to ensure you’re considering several aspects of SEO when developing your content marketing skills, including:

• Keyword research.
• AI and how to humanize your content .
• Link building.
• Building authority.
• Topic relevance and expertise.
• Site structure, website performance, and analytics.

4. Humanize Your Content

Once you get started with content marketing, you’ll realize pretty quickly that AI-generated content is highly problematic.

You need to follow basic SEO formulas to have your content rank, another formula to make it interesting and catchy for readers, and how to maximize the usability of your content.

However, you also need to ensure you stand out from the crowd and surpass your competitors.

To make your content more human-friendly, learn how to:

• Create content that supports a user journey rather than search engines or sections of a funnel.
• Utilize customer communications and social channels to understand and connect with your audience. Then, use it to market your content.
• Make use of internal experts. Not only is looking in-house a way to make excellent content more affordable, but audiences also love to see your brand’s passion for what it does.
• Take a smart angle, get personal, and have an attitude. Personality and branding are vital, but so is the information you provide. Ensure it is something of value to your readers, and don’t be afraid to tell stories to build emotional connections.
• Add personal videos to top-performing articles.

One of the best examples of all these tips for humanized content in action is the annual Christmas content campaign from WestJet .

5. Engage By Storytelling And Creative Writing

If you want to capture attention and use content to connect with your audience , you need to be able to tell a good story.

Stories make content emotionally engaging but also make it possible for readers to experience what it would be like if they purchased your product or service.

Want to strengthen your content marketing with storytelling ?

• Create relatable, believable content.  To do this, know your audience, understand their experiences, and create content that aligns with this knowledge.
• Have a clear message. Like an ad, every story or piece of content needs a goal and a clear message you want to convey to your audience.
• Choose the right type of story.  Do you need to make an emotional connection? Compel a reader to act? Convey values, a feature, or a concept? Build community?
• Select the right platform and medium.  If you want to share several statistics, video might not be the best option. Selling vacations? YouTube or TikTok might perform better than Reddit or a blog.
• Know where to start and stop.  Your content needs to appear at the right point in the customer journey and push readers to the next step. What should readers do next?
• Organize and structure.  Plan your content ahead of time. Make sure your stories have an arc, make sense, and take readers or views through an experience.

6. Do Your Research

The best content provides an audience with information or a look at something they normally don’t have access to.

To find this information, you must be prepared for deep research – and that means a lot more than just finding a statistic.

Find the original source or study. Ensure the number you’ve found is still relevant and accurate. Consider the source of the statistic and how they arrived at that number. What did the study not consider when finding their statistic?

To build additional authority, you may consider interviewing the source of a statistic or a subject area expert.

7. Improve Your Interviewing Skills

While it helps if you deeply understand the subject matter, it isn’t all lost if you’re new to the topic.

In fact, being a newbie to a topic can have advantages because you can see the topic with a fresh perspective.

One thing you must be knowledgeable about, however, is interviews. Interviewing is an essential content marketing skill.

Here are some tips:

Arrive at the interview with an understanding of the topic. Know the pains and challenges individuals interested in the topic face.

Understand your priorities for your readers, the industry, and the individual you’re interviewing.

Have a list of questions that are thoughtful and organized, and work toward answering a single question or reaching a specific goal.

Set Interview Goal

Are you trying to get tips from an expert? A day in the life of? Solve or bring light to a certain issue? Make a human connection?

Choose a goal for your interview, organize it into an outline, and remove any question or information that doesn’t help you move toward that goal.

Be Personable And Make The Interviewee Comfortable

Awkward silences, a lack of rapport, nervousness, and other social aspects can interfere with an otherwise excellent interview and affect the information you collect.

You may want to consider using cognitive interview techniques , which have been adapted from criminal investigation for journalism.

Record Your Conversation

As humans, our brains prioritize stimuli to determine what is important and what we should pay attention to and remember.

This attentional filtering becomes more severe when you’re making notes, thinking about the technical aspects of an interview, and nervous. As a result, it’s easy to miss important details or implications.

So, save some time and improve your accuracy and insights into the information provided during the interview by making a recording that you can refer to as often as necessary.

Be Precise And Ask For Clarification

Some people love raisins in cinnamon buns. Others do not. And just like the raisins debate, how you define a word or concept may vary greatly from someone else.

So, if the information you collect during an interview seems vague, or you’re unsure of something the interviewee says, ask.

The worst thing you can do is assume that it isn’t true or deliberately influence the meaning of someone’s words.

8. Measure And Track Everything

Measuring something is generally easy. The difficult part of measurement and tracking is measuring and tracking the right things.

SEJ’s annual State of SEO Report reveals that SEO professionals often have a mismatch between their goals, the methods and strategies they use to reach them, and the variables they measure.

Content marketers and marketing are no exception.

Let’s say you want to use content marketing to increase conversions. So, you create a video for your hot tub company.

In this instance, tracking and analyzing traffic data to the video would be a mistake. Those numbers are only part of the story.

Instead, track clicks and use traffic data to better understand who clicks through to your content and where viewers go after they consume it.

And this is vital: Don’t stop your analysis at the click.

Every visit from a viewer is only one step in a larger journey – and this journey matters.

Returning to the previous example, your video might have generated fewer clicks and conversions overall.

Dig a little deeper, however, and you might discover that those few conversions were of much higher value than average, and the viewers return to your site more often than your average site viewer.

In this instance, while traffic numbers might make it look like your video failed, analysis of the customer journey reveals that your video was actually a big success, attracting a more qualified, valuable, and engaged audience.

9. Repackage Content With Purpose

You invest a lot of resources in creating amazing content. Don’t simply publish it in one format and waste the rest of its potential.

Before creating content, consider all the different formats and ways you can share it to get attention.

By planning, you can collect images, video footage, sound bites, expert quotes, and everything you’ll need to share and market your content in various ways to maximize your return on investment (ROI).

But refrain from repackaging content with the sole purpose of spreading it everywhere. Carefully plan your content to appear when and where you need to.

As explained in the video above, Search Engine Journal uses the data gathered for its State of SEO Report to create:

• White paper reports.
• Articles on data not included in the main reports.
• Infographics.
• Carousels for social media.
• Video clips.

Some of these are released before the main report is published to help spread the word and generate interest while sharing interesting insights about the SEO industry.

Then, when the report is released, it is followed by additional content to help generate interest, links, and findings.

Therefore, instead of a week of interest, the reports generate traffic and attention while informing readers for months without significantly increasing the original investment.

10. Stand Out While Blending In

One of the more common pieces of advice is to copy successful content and do what others are doing.

Makes sense, right?

After all, SEO, good writing, and other skills all have best practices you need to follow. Your audience also has preferences, expectations, and requirements.

Your content needs to look like everyone else’s to some degree.

But here’s the problem with this advice: No one stands out if everyone does things the same way.

Therefore, learning how to blend in while standing out is an essential skill for content marketing.

So, instead of mimicking or copying successful content, collect several examples that have worked on a specific platform or for a specific audience and investigate to find out why they’re effective.

Then, you can use these insights to create and test your own content that allows you to stand out, be unique, and fulfill the needs of your target audience.

Effective marketing is more than choosing the right topic or quality writing.

By strengthening and utilizing these 10 content marketing skills, your content will help you generate the right traffic and connect with your audience in a way that will have you dominating the competition.

More resources:

• 20 Best Content Marketing Tools
• 17 Types Of Content Marketing You Can Use
• Perfectly Optimized Content From Start To Finish

Featured Image: Viktoria Kurpas/Shutterstock

Managing Partner / Owner at Search Engine Journal with over 18 years experience in Digital Marketing, specializing in Reddit, Search ...

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Wells Fargo

2025 audit summer internship – early careers.

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About this role : Wells Fargo is seeking talent to join the Audit Summer Internship Program in Internal Audit. Learn more about the career areas and lines of business at wellsfargojobs.com

Program Overview

Prepare to immerse yourself in the Audit Summer Internship Program. Participants will experience a 10-week non-rotational professional development program that provides participants with an introduction of Wells Fargo operations, business strategies, and corporate culture with relevant work assignments. Internal Audit supports the entire enterprise and acts as an independent assurance function that evaluates the effectiveness of risk management, control, and governance processes. The internship experience includes relationship building, work assignments, coaching, performance feedback sessions, group projects, and informative learning sessions with key leaders. It is designed to provide undergraduate students with a blend of business and professional development training opportunities that incorporates real-world experiences and prepares you for a career at Wells Fargo.

The Audit Intern program targets exceptional juniors and is a pipeline program where successful interns may receive an offer to return the following year to join the full-time Audit Analyst Development Program.

Ideal candidate for this role must have the following:

Energetic self-starter who proactively takes initiative, remains curious and has a genuine interest in learning and growth

Ability to organize and manage multiple priorities

Strong analytical skills and ability to solve complex problems while collaborating with a team

In this role you will:

Participate in formal internship program and workshops for low complexity initiatives.

Participate in various audit assignments becoming familiar with policies and procedures.

Receive direction from a manager and exercise independent judgment.

Collaborate and consult with peers, colleagues, and managers to achieve goals.

Required Qualifications: 6+ months of work experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education

Desired Qualifications:

Bachelor’s degree candidate with an expected graduation in December 2025 – May/June 2026

Involvement in extracurricular enrichment activities through one or more of the following: volunteerism, student organizations, study abroad program(s), leadership position(s), non-profit involvement

Excellent written and verbal communication skills

Intermediate skills using Microsoft Office suite of products

Ability to work effectively in a team environment and across all organizational levels, where flexibility, collaboration, and adaptability are important

BS/BA degree candidate with a concentration in: Accounting, Business, Economics, Finance, Information Systems, or Technology related degree

Program Duration: June-August 2025

Program Locations may include (locations are subject to change):

Addison, TX*

Chandler, AZ

Charlotte, NC

Des Moines, IA*

Minneapolis, MN

New York, NY*

Philadephila, PA*

***** Limited assignments; location determined upon buisness need

Addison, TX – Pay Range: $33.66-$33.66 Hourly

Chandler, AZ – Pay Range: $33.66-$33.66 Hourly

Charlotte, NC – Pay Range: $33.66-$33.66 Hourly

Des Moines, IA – Pay Range: $33.66-$33.66 Hourly

Minneapolis, MN – Pay Range: $33.66-$33.66 Hourly

New York, NY – Pay Range: $40.39-40.39 Hourly

Philadephila, PA – Pay Range: $37.02-37.02 Hourly

Based on the volume of applications received, this job posting may be removed prior to the indicated close date. If you do not apply prior to the closing of this posting, we encourage you to apply for other opportunities with Wells Fargo. After submitting your application, please monitor your e-mail for future communications.

Wells Fargo will only consider candidates who are presently authorized to work for any employer in the United States and who will not require work visa sponsorship from Wells Fargo now or in the future in order to retain their authorization to work in the United States.

$20.00 – $45.00

Wells Fargo provides all eligible full- and part-time employees with a comprehensive set of benefits designed to protect their physical and financial health and to help them make the most of their financial future. Visit Benefits – Wells Fargo Careers for an overview of the following benefit plans and programs offered to employees.

401(k) Plan

Paid Time Off

Parental Leave

Critical Caregiving Leave

Discounts and Savings

Health Benefits

Commuter Benefits

Tuition Reimbursement

Scholarships for dependent children

Adoption Reimbursement

Posting End Date:

31 Oct 2024

* Job posting may come down early due to volume of applicants.

We Value Diversity

At Wells Fargo, we believe in diversity, equity and inclusion in the workplace; accordingly, we welcome applications for employment from all qualified candidates, regardless of race, color, gender, national origin, religion, age, sexual orientation, gender identity, gender expression, genetic information, individuals with disabilities, pregnancy, marital status, status as a protected veteran or any other status protected by applicable law.

Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.

Candidates applying to job openings posted in US: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other legally protected characteristic.

Applicants with Disabilities

To request a medical accommodation during the application or interview process, visit Disability Inclusion at Wells Fargo .

Drug and Alcohol Policy

Wells Fargo maintains a drug free workplace. Please see our Drug and Alcohol Policy to learn more.

Company: WELLS FARGO BANK

Req Number: R-373224-2

Updated: Fri May 31 04:06:35 UTC 2024

Location: ADDISON,Texas