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Digital Content Manager Interview

30 Questions and Answers by Marcie Wilmot
Updated November 1st, 2020 | Marcie is the principal and founder of CopyHawk, a company that offers editing, writing, and career coaching services. She loves to revamp client resumes so they can land the job of their dreams.
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What are the relevant metrics to track ROI on social media?

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What are the relevant metrics to track ROI on social media?

One important aspect of online content is social media. If the interviewer asks you this question, it is likely their company uses social media as part of their online content strategy. Let them know which metrics you would use to determine the return on investment (ROI) for a social media campaign.

Marcie's Answer

"I would use Google Analytics to track several different data points if I was running a social media campaign for your company. In particular, I would look at engagement, brand reach, lead generation, and conversions. Likes and Shares are always great to see, but the proof is in the pudding: are we getting conversions and leads from the social media content or not? I'm always happy to see lots of website visits, downloads, and positive reviews too, but the most important ROI metrics to track are always leads and conversions."


How frequently do you use social media both personally and professionally?

Someone who works with and creates content is likely someone who also enjoys communicating. This question may be asked to gauge how communicative you are and to determine whether or not you use social media to stay up on trends and popular topics. The interviewer may also be trying to see how creatively you express yourself. Discuss how often you use social media, what platforms you gravitate toward, and what your goals are when you use it.

Marcie's Answer

"On a personal level, I enjoy social media and use it frequently. I use Facebook and Instagram to communicate and share photographs with friends and family. I also use Twitter to follow people of interest to me, in addition to LinkedIn to socialize with colleagues and other professionals. I find social media very helpful in order to keep up on current trends and topics of interest to people, which directly influences the content I create. It offers inspiration and ideas. I also like the challenge of expressing myself in a witty, funny, or intelligent manner, which carries over into the content I produce professionally as well."


What content management systems have you used?

It's likely the company you're interviewing with already uses a content management system (CMS). If this is the case, the interviewer will want to know if you have experience using it. If you don't have experience using CMSs, indicate that you are eager and quick to learn new programs.

Marcie's Answer

"I've used several CMSs in the past, including WordPress, Wix, and Magneto. In addition, the current company where I work has an internal CMS that I use. I believe that I'm a fast learner and can quickly adapt and learn a new CMS if needed. There are definitely a lot of advantages to using a CMS, namely that they allow multiple contributors to create, edit, and publish content and website changes all in one place."


Tell me about a time when you disagreed with the people on your team. How did you handle the confli

The interviewer is looking to see how you, as a manager, would handle disagreement within your team. They will want to hear that you took a collaborative approach, listened to others, and then addressed the issue effectively.

Marcie's Answer

"At my last job, I was on a great team; however, many of its members were very used to doing things a certain way. When I came in and started managing the team, I really wanted to try out some new tools and techniques. Several team members weren't open to the change. I handled this by meeting with each of them individually so we could spend time listening to each other's viewpoints. I came to understand that they had an existing structure in place that was providing positive results. I was also able to show them that there were benefits to trying out new ideas. We ended up compromising and agreed to gradually trial some of these new methods, while continuing to keep some of the existing processes in place."


What is the biggest challenge you've encountered as a manager?

It's likely that within this role you will have to manage a team, and so the interviewer wants to find out what managerial experience you have. By asking about your biggest challenge, they want to know how you handled a hard situation. Make sure you end your answer by discussing the lesson(s) you learned.

Marcie's Answer

"To date, I've always worked with and managed great teams, but of course sometimes there are issues that one has to tackle as the supervisor. I'm up to these challenges! In my last role, someone new joined our team, and initially, they struggled to keep up with the workload. They kept missing deadlines. I recognized this quickly and moved to help this person acclimate to the team and the work. I assigned them a 'buddy,' a senior team member who was very friendly and who liked to mentor and teach others. And then I set up daily meetings with the new team member where I quickly checked in with them and provided guidance. Within no time, they were up on their feet and running. This experience taught me how important it is to help new hires adjust and get up to speed with the work so they can excel."


How can you tell if the content you have posted was successful or not?

The interviewer wants to hear how you would quantitatively establish whether your team's content has been performing well or not. You will want to discuss how you would use data analytics to show the success (or not) of any published content. Common metrics that might be used in this scenario include traffic, likes, shares, and search engine rankings.

Marcie's Answer

"In one of my previous roles, I worked with my team to produce a special online report that we distributed to existing subscribers and promoted to prospects. I was able to show upper management that this project was highly successful based on key metrics that I pulled using Google Analytics. These KPIs included opens, shares, click-through rates, traffic, and conversions. The report resulted in numerous demo requests, on-site appointments, and several conversions to both trial and paid subscriptions."


What kind of importance do you place on collaboration with other teams outside of content?

The interviewer wants to know if you understand how important it is to collaborate with other teams outside of content. Content managers need to be open to learning from the sales and marketing teams in particular since these teams talk directly to customers about their problems and struggles. This is valuable information for content managers in their quest to produce valuable content.

Marcie's Answer



How would you allocate a budget for content spend?

The interviewer wants to find out if you know how to manage a content budget. They will expect you to explain how you determine allocations. Talk about how the priorities of different projects impact the allocations and how there are costs associated with both producing and distributing content.

Marcie's Answer

"I believe that the allocations of a budget should primarily be based on the priorities of each project. For example, if my team had planned a project that was heavily dependent on video content I would allocate more money in the budget toward videographers and the costs associated with producing and distributing videos and I'd allocate less for writers. If our planned projects included paid ads or the need to boost posts, I would allocate more money toward distribution costs. I think the key is considering in advance what the scope of the anticipated projects is, what the objectives are, and then allocating money in the budget based on those considerations."


What kind of content do you have experience creating?

There are numerous ways content can be formatted and distributed online. The interviewer wants to find out what formats you're experienced in creating and if they align with the formats they typically use. Keep in mind that content types can include blog posts, infographics, interviews, podcasts, video, case studies, white papers, ebooks, checklists, and social media posts.

Marcie's Answer

"I have experience creating content in a variety of formats. Within my current role, my team and I produce a lot of white papers as we want to show thought leadership and to gain respect in the industry. The white papers also bring in a lot of leads. In earlier jobs, I learned how to generate timely and engaging blog and social media posts. More recently, I've been taking online courses to increase my know-how when it comes to producing content via videos and podcasts."


What are the important factors to consider when creating a brief?

A content brief is a document that compiles all the information someone needs to create a piece of content. It should include editorial and brand guidelines, the Content Manager's vision for the content, and search engine optimization (SEO) requirements. The interviewer wants to know if you have experience creating a brief and what you think should be included in it. In your answer, make sure to mention that the brief should highlight the target audience and purpose of the content.

Marcie's Answer

"I've written my own briefs many times and have also created content from other people's briefs. In my opinion, the most important thing that a brief must have in it is information about the target audience so the content creator knows exactly how to tailor the content. The intended audience drastically impacts how the story is told and also how it is distributed. Beyond that, the brief should include the purpose of the piece, as well as editorial guidelines and SEO information."


Tell me what the typical steps are in your content strategy thought process.

The interviewer is looking for you to outline the steps you take when you're strategizing how to best produce a piece of content. Walk the interviewer through your process. Make sure to include not only the steps you take around ideation but also to improve, package, and distribute the content.

Marcie's Answer

"There are several elements that I always consider before I start creating, or leading a team to create, content. First, I determine what the purpose of the content is and who it should reach. Then I think about what voice and tone should be used, in addition to the editorial style and type of language. I consider how the content should be structured and distributed to fulfill its purpose. How will the target audience view the content? Finally, I gather and put all of this information, including SEO requirements, into a brief that is then used by the writer to produce the content."


In your experience, what is the key to building a good team?

The interviewer wants to know that you have the capability to develop and nurture a strong content team and how you would do this. If you have past experience in this area, share that. If not, talk about the need for respect and trust within a team and how you're excited to cultivate this.

Marcie's Answer

"There are several things I would do to create a well-run content team. First, I would determine the overall content strategy that will be utilized, as this will indicate what type and how many writers and other experts are needed. Then I'd clearly define each job role so there's accountability and no confusion. I'd also incorporate a content marketing strategist who can focus on the big marketing picture and a designer to create graphics. I'd emphasize and teach the need for mutual respect and trust, and I would model these traits for my team."


What do you enjoy about writing?

There's a lot more to being a Digital Content Manager than just writing; however, being able to write is a foundational requirement of this type of role. The interviewer wants to see a passion for writing and content creation. Explain what drives your passion, how you've expressed it, and why you love it.

Marcie's Answer

"I've loved writing ever since I was a kid. In high school, I wrote for the school newspaper, and in college, I majored in English which deepened my knowledge and skillset in that area. In my spare time now, I like to write short stories that I post online, and I'm constantly reading. I also stay up on social media as I love to know what's going on and what's trending. Expressing myself via written words comes naturally, and doing this for work is a natural extension of that. It's what I'm meant to do, and I look forward to leading a team to create amazing content for your company."


How experienced are you in using emails to promote content?

There are multiple ways that one can promote content, including through social media and in forums. The interviewer wants to know if you're familiar with promoting content using email. If you are, share your experiences with them. If not, let them know that you are eager to do this and a quick learner.

Marcie's Answer

"In my last job I used email to promote new blog articles and premium pieces of content. We had a list of people who had signed up for our email notifications. I tended to do this on a monthly basis and included recent pieces of content that I wanted people to see. This definitely helped to engage our readers; we tracked email opens, click-through rates, and conversions, and the results tended to be good. It definitely brought a lot more traffic to this content much quicker than waiting for organic traffic to trickle in and build over time."


Let's imagine that Google decides to devalue a previously successful SEO technique that you use. What would you do?

As a Digital Content Manager, you have to keep tabs on a lot of things: content creation, distribution, managing your team, staying abreast of new methods and tools. You also need to be aware of search engine optimization (SEO) techniques and any changes that might impact your company's website and blog traffic.

Marcie's Answer

"This is bound to happen at some point as it has happened before in the past. Obviously, SEO is very important because any change to it and we might lose traffic to our website or blogs because they are no longer ranking high in the search engine results. First, I would strive to be proactive, staying up on breaking news about these kinds of changes so we aren't caught off-guard. If a change did take place, I would research it; every time this happens experts post recommendations on how to combat or fix the problem. I would also make sure that our SEO checklist is continually monitored and up-to-date because if everything else is already optimized one change likely won't ruin our rankings completely, and we'll be able to quickly recover."

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