10 Content Strategist Interview Questions and Answers for content marketers

flat art illustration of a content marketer

1. Can you walk me through your process for developing a content strategy?

When developing a content strategy, I follow a process that consists of several steps:

  1. Defining the target audience: it's crucial to understand who we're creating content for. This involves analyzing demographic data and behaviors to identify key characteristics of our audience.
  2. Performing a content audit: before creating any new content, I review what we already have in place. This includes analyzing website pages, blog posts, and social media content to see what's working and what's not. I look at metrics such as engagement rates, bounce rates, and time on page to guide my decision-making.
  3. Researching industry trends and competitors: I stay up-to-date on the latest trends and take inspiration from successful competitors. I analyze what they're doing well and what gaps we can fill in the market.
  4. Establishing goals and KPIs: I work with stakeholders to define key performance indicators that align with their overall business objectives. For example, a KPI could be to increase website leads by 20% within the next six months.
  5. Creating a content plan: With the above information, I develop a content plan that outlines the topics, formats, and distribution channels that we'll use to achieve our goals. This plan is typically broken down into a calendar, with specific deadlines and owners assigned to each piece of content.
  6. Executing and measuring: Once the plan is in place, I oversee the content production process and measure its success against our established KPIs. I use a variety of tools, such as Google Analytics and Sprout Social, to track metrics and make data-driven decisions for future content creation.

Using this process, I've been able to increase website traffic by 50% and improve the engagement rate on blog posts by 25%. By taking a data-driven approach and staying focused on the audience, I've been able to achieve tangible results for my clients.

2. How do you ensure that your content aligns with the brand's voice and tone?

Ensuring that content aligns with the brand's voice and tone is critical for a content strategist. The following are the steps I take to ensure consistency:

  1. Developing Brand Guidelines: I start by developing brand guidelines outlining the company's voice, tone, and personality. These guidelines serve as a reference point for all content produced by me or the team.
  2. Conducting a Content Audit: I conduct a content audit to determine if the existing content aligns with the brand guidelines. This helps me identify gaps and areas where the content needs editing to align with the brand's voice and tone.
  3. Training the Team: I train the team on the brand's voice and tone to ensure that everyone understands how to produce content that aligns with the guidelines. Team members are encouraged to read and sign off on the brand guidelines.
  4. Providing Feedback: I provide feedback on the content produced by the team to ensure that it aligns with the brand's voice and tone. This feedback is a mix of positive and constructive criticism, and it's given in a timely and objective manner.
  5. Tracking Metrics: Finally, I track metrics to determine the effectiveness of our content in terms of engagement, traffic, and conversion. If the metrics show a deviation from what we expect, we investigate to determine if our content aligns with our brand guidelines.

By following these steps, I have managed to improve engagement on our content by 30% and increase traffic by 25% over the past year.

3. Can you give an example of a successful content marketing campaign you developed and executed?

During my time at XYZ Company, I developed and executed a content marketing campaign aimed at increasing lead generation and brand awareness for a new product. Our team created a series of blog posts, social media content, and an email newsletter that positioned our product as a solution to a common problem our target audience faced.

  1. Blog Posts - Over the course of six weeks, we published twelve blog posts on our company website. These posts addressed common pain points our target audience experienced and provided actionable tips and advice. We promoted these posts on our social media channels and through email marketing.
  2. Social Media Content - We developed a content strategy that included social media posts highlighting our blog posts' topics, photos and testimonials from satisfied customers, and sneak peeks of upcoming product features. We also ran a paid social media advertising campaign that targeted our ideal audience demographics, resulting in a 20% increase in social media followers.
  3. Email Newsletter - We sent a weekly email newsletter to our subscribers, featuring a summary of our latest blog posts and social media content. We also included exclusive discounts and offers for our product as an incentive for subscribers to purchase.

The campaign's results exceeded our goals, with a 25% increase in website traffic, a 15% increase in lead generation, and a 10% increase in product sales. Our team continued to implement this content marketing strategy, and it remains one of our most successful campaigns to date.

4. How do you measure the success of a content marketing campaign?

As a content strategist, measuring the success of a content marketing campaign is crucial to understanding what works and what doesn't. I use a variety of metrics to measure the success of a campaign, including:

  1. Website traffic: One of the most common metrics to measure the success of a content marketing campaign is website traffic. An increase in website traffic can indicate that the content is resonating with the audience and attracting new visitors. For example, in my previous role, I implemented a content marketing campaign that resulted in a 50% increase in website traffic over three months.
  2. Engagement: Engagement metrics, such as likes, shares, and comments, can indicate how well the content is resonating with the audience. For instance, I implemented a social media campaign that resulted in a 75% increase in engagement over a month.
  3. Leads: The number of leads generated by a content marketing campaign is another important metric. For instance, I executed a content marketing campaign that resulted in a 20% increase in leads generated over three months.
  4. Conversion rate: Ultimately, the goal of a content marketing campaign is to convert leads into customers. I track the conversion rate of a campaign to understand its effectiveness. For instance, I executed a content marketing campaign that resulted in a 10% increase in conversion rate compared to the previous quarter.

Overall, I believe that an effective content marketing campaign should drive website traffic, increase engagement, generate leads and improve conversion rates. By measuring these metrics, I can determine the success of the campaign and identify areas for improvement in the future.

5. What tools do you use to research and analyze target audience behavior and preferences?

One of my favorite tools for researching and analyzing target audience behavior and preferences is Google Analytics. With Google Analytics, I can quickly identify which channels are driving the most traffic to a website or landing page and understand more about the demographics and behaviors of those visitors.

  1. Google Analytics allowed me to analyze the behavior of users on a client's e-commerce website.
  2. By reviewing the data, I realized that a large percentage of users were abandoning their carts during the checkout process.
  3. I conducted a survey with the client's customers and discovered that a cumbersome checkout process was the primary deterrent.
  4. To rectify the issue, I recommended implementing a simplified checkout process, and within two months, abandoned cart rates decreased by 20%.

Another tool that I have found helpful is SEMrush. It allows me to analyze the search behavior of the target audience and identify the topics and keywords that are most relevant to them.

  • With SEMrush, I conducted a keyword analysis for a client in the travel industry.
  • I discovered that their target audience was frequently searching for "eco-friendly travel options" and "sustainable tourism."
  • Based on this data, I developed a content strategy that focused on these topics and created a series of articles and social media campaigns that spoke directly to this audience.
  • The result was a 40% increase in organic traffic and a 15% increase in social media engagement.

Overall, I believe that using a combination of both quantitative and qualitative data tools is vital to understanding the target audience fully. These tools help me to tailor content to their interests and preferences, resulting in better engagement and conversions.

6. How do you stay up-to-date on industry trends and changes to keep your content strategies relevant?

As a content strategist, it's crucial to stay up-to-date with the latest industry trends and changes to ensure that your content is always relevant and cutting-edge. To stay on top of these developments, I employ several strategies.

  1. Read industry publications: I regularly read publications like Content Marketing Institute, MarketingProfs, and Hubspot to stay updated on the latest content marketing trends and strategies. This allows me to develop insights into what other companies are doing and incorporate these concepts into my own work.
  2. Participate in online communities: I am an active member of several online communities, including LinkedIn groups and Reddit threads, that discuss content marketing. Here, I can bounce ideas off of other professionals in my field and get feedback on my strategies.
  3. Attend industry conferences: Attending conferences like Content Marketing World and The Content Strategy Conference allows me to network with other professionals and gain insights into upcoming trends and new techniques. I always come away with fresh ideas and perspectives to apply to my own content strategy.
  4. Conduct regular competitive analysis: I make sure to regularly analyze the content strategies of my company's competitors. This helps me identify areas where we could improve our own efforts and stay ahead of the curve.

By employing these strategies, I've been able to consistently develop content that resonates with our target audience and drives engagement. For example, by staying up-to-date on the latest content creation techniques, I helped our company increase its blog engagement rate by over 50% in the last year alone.

7. How do you collaborate with other departments, such as design and SEO, to ensure your content is optimized?

Collaboration with other departments is essential to achieve maximum effectiveness for our content. In our previous project, I worked closely with the design and SEO departments to optimize our content. Here are the steps we followed:

  1. We established a clear communication channel where we shared our ideas, goals, and objectives. This allowed us to align our vision and strategy from the start of the project.

  2. After the initial communication, we had a brainstorming session to develop a content strategy that incorporated design and SEO elements. This session helped us to ensure that we were all on the same page and had a clear understanding of the roadmap ahead.

  3. Next, we analyzed our competitors to see what content strategies they were using, what keywords they were targeting, and what design features they incorporated. By doing this, we were able to identify some gaps in the market which we leveraged to create unique content that could stand out.

  4. Throughout the content creation process, we had regular check-ins to ensure that the design elements didn't overpower the SEO efforts and vice versa. By keeping our communication open, we were able to find a good balance between aesthetics and optimization.

  5. After publishing the content, we tracked our performance using analytics tools to see how well the content was doing from an SEO standpoint. We analyzed metrics such as organic traffic, bounce rate, pageviews, and time on page, and made adjustments where necessary. By doing this, we were able to achieve a 20% increase in organic traffic, a 10% decrease in bounce rate, and a 15% increase in pageviews compared to our previous project.

By following these steps, we were able to ensure that our content was optimized for both design and SEO, resulting in increased organic traffic and engagement metrics.

8. What strategies do you use to repurpose or refresh existing content?

One strategy I use to refresh existing content is to conduct a thorough content audit. This involves reviewing all the content on the website to identify any outdated or irrelevant pieces. Once identified, I prioritize which pieces need updating based on their impact and relevance to our target audience.

  1. Update statistics: I analyze data or industry reports that were used in the original content and update them with the most recent and relevant information. For example, if we had an article with statistics from the year 2019, I will replace them with data from the year 2022 to keep it up-to-date.
  2. Add visual elements: I also consider adding images, infographics, videos, or other visual elements to make the content more engaging and appealing to readers. This can help increase dwell time on the website and reduce bounce rate, which ultimately benefits the website's SEO.
  3. Restructure content: Sometimes, the existing content may be well-written, but the structure is not intuitive or user-friendly. To improve the content's readability, I break it down into subheadings and bullet points to make it easier to follow.
  4. Republish on social media: Once the content has been refreshed and updated, I share it on our social media channels to attract more organic traffic to our website. For instance, I may create a tweet or a LinkedIn post highlighting the new updates in the article and encouraging readers to check it out.

By applying these strategies, I have seen a significant increase in website traffic and engagement. For example, after repurposing a popular blog post, we saw a 30% increase in page views and a 20% decrease in bounce rate within the first month. These results demonstrate the effectiveness of my content strategy and my ability to refresh existing content to meet the evolving needs of our audience.

9. Can you discuss a time when a content marketing campaign did not perform as expected and how you analyzed and addressed the issue?

During a content marketing campaign for a software company, we aimed to increase leads through a series of blog posts, social media ads, and email marketing. However, after two weeks of the campaign, the leads were not as expected.

  1. First, I analyzed the traffic sources to identify which channels were generating the most traffic to the website. I found that the email campaigns were generating the most traffic and that the social media ads were not performing well.
  2. Next, I reviewed the content used in the campaign and found that some blog posts were not relevant to the target audience. We immediately stopped promoting those blog posts.
  3. Then, I suggested we change the messaging that we used in the email campaigns to be more relevant to the audience's needs. We sent out a survey to better understand what our audience was looking for, and we used that information to tailor our messaging for the next set of email campaigns.
  4. Finally, we adjusted our social media ad targeting to reach a more relevant audience, resulting in an increase in click-through rates and leads generated through this channel.

After these adjustments, we saw a 60% increase in leads generated through the email campaigns, a 45% decrease in bounce rates, and an 20% increase in leads generated through social media ads.

10. How do you prioritize and plan your content creation and distribution schedule?

When it comes to prioritizing and planning my content creation and distribution schedule, I always start by analyzing the data. This includes conducting keyword research, evaluating audience engagement metrics, monitoring industry trends, and tracking competitor activity.

  1. Keyword research: I use tools like Google Keyword Planner and SEMRush to identify high-volume and low-competition keywords that align with my content strategy goals. This informs the topics I choose to create content around, as well as the formats I use.

  2. Audience engagement metrics: I regularly review metrics like website traffic, click-through rates, time spent on page, and social media engagement. By analyzing this data, I can identify which types of content are resonating most with my target audience and adjust my content strategy accordingly.

  3. Industry trends: Staying up-to-date on industry news and trends is key to creating content that is both relevant and timely. I use tools like Google Alerts and Feedly to track industry news and identify opportunities for thought leadership content.

  4. Competitor activity: I regularly review my competitors' content strategies to identify gaps and opportunities in my own approach. This includes evaluating their content formats, topics, and distribution channels.

Using this data-driven approach, I create a content calendar that outlines the topics, formats, and distribution channels I plan to use to achieve my content strategy goals. I prioritize content based on factors like keyword difficulty and audience engagement potential, and adjust the schedule as needed based on any shifts in the data.

Overall, my approach to prioritizing and planning content creation and distribution is rooted in data, allowing me to create a well-informed and effective content strategy.


Congratulations on learning more about how to succeed in a Content Strategist interview in 2023! The next steps you'll want to take are preparing a captivating cover letter and polishing your impressive CV. Take a look at our guide on writing an outstanding cover letter to help you stand out from other applicants. Also, make sure to check out our guide on writing a strong resume for content marketers to present your skills and experiences in the best way possible. And, if you're ready to start looking for remote Content Strategist jobs, head over to our remote Content Marketing job board to find your dream job today. Best of luck in your job search!

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