Are you familiar with any multimedia formats and programs?
It's nice to be a great writer, but online content encompasses so much more than just writing. The interviewer wants to ensure that you view content as an ongoing conversation with customers across many different channels and formats, not just as an article here and there. Discuss any experience you have working with designers and videographers, in addition to any familiarity you have with multimedia software like Adobe Suite.
"Although I recognize that content creation includes a lot of writing, it also incorporates design and even video and podcasts sometimes. The goal is to engage the target audience across multiple channels and in a variety of formats. I personally have dabbled in graphic design and photography and have collaborated many times with illustrators and designers in order to produce content in various formats. I am also comfortable using Adobe Photoshop."