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30 Questions and Answers by Christina Erne

Updated December 20th, 2018 | Christina Erne is a meteorologist and a journalist at News 10 ABC in Albany, NY.
Question 1 of 30
Which content management systems are you most familiar with?
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How to Answer
If you are aware of the content management system used by the interviewing company, be sure to research the CMS before your interview. Chances are, if you are already familiar with one or two systems, you will quite quickly pick up the one used by them. Briefly discuss which systems you are familiar with, rating your knowledge from beginner to intermediate, advanced, or expert. If you are not sure which CMS they use in this new role, you can ask! This question will show the interviewer that you have the initiative to learn.
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1.
Which content management systems are you most familiar with?
If you are aware of the content management system used by the interviewing company, be sure to research the CMS before your interview. Chances are, if you are already familiar with one or two systems, you will quite quickly pick up the one used by them. Briefly discuss which systems you are familiar with, rating your knowledge from beginner to intermediate, advanced, or expert. If you are not sure which CMS they use in this new role, you can ask! This question will show the interviewer that you have the initiative to learn.

Christina's Answer #1
"For the past five years I have worked exclusively with Bynder. This system is a cloud-based digital asset management software that allows me and my team to search files quickly. The system also allows for real-time edits and approvals which is a game changer. I am tech savvy and an advanced user in many systems, making me confident in my ability to quickly learn the systems here. Could you share with me which CMS you lean on? I would love to get a head start by watching online tutorials."
Rachelle's Answer #2
"I see in your job posting that you use Wrike for managing content and workflow. This was exciting to see since I am already an expert user in this system. My previous two employers used the upgraded version of Wrike, so I am familiar with the basic and premium features. I appreciate that it allows for live editing as well as shared tasks and real-time updates. Are there any other systems or software that I could familiarize myself with in the meantime?"
2.
Are you familiar with sales copy and writing pitches? If so, what are the most important factors in writing an effective pitch?
A great copywriter will understand the basics of a pitch, and how to incorporate pitch writing effectively in every piece of copy. If you have taken any coursework on writing pitches, or pitch decking, talk to the interviewer about this education. Perhaps you have self-taught, or watched a ton of IGTV videos on the topic, from Neil Patel, Gary Vee, or Oren Klaff. Discuss what you know, assuring the interviewer that you can write compelling sales copy.

Christina's Answer #1
"Just last year I paid for the Oren Klaff pitch mastery program called Pitch Anything. The program was worth every penny because what I learned dramatically increased my ability to write compelling sales copy and pitches. The basics of that course taught me how to set the frame, tell the story, reveal the intrigue, offer the prize, nail the hook point, and get the deal."
Rachelle's Answer #2
"I have created some Facebook copy, retargeting ads, and a variety of segmented email campaigns, all with excellent sales copy. The bulk of my training is from personal research and independent learning. I am great with writing compelling call to actions as well as headlines that drive conversions. Although my education is not formal, my work has seen open rates as high as 36% and record-breaking click-through rates for my current employer. I feel my method is effective because I know how to search for the pain point, reveal just part of the solution, and ask for the sale."
3.
Can you give me an example of a time you disagreed with a boss or a client about a writing assignment and how you handled the situation?
Be prepared to discuss a time when you did not agree with your manager because you did not like what they were asking you to write. This situation is not uncommon as a writer, when you are not in control of your topics or when you may have a different writing style than your boss, or client. Discuss how you addressed your point of view and how you came to an agreement without leaving any tension.

Christina's Answer #1
"There have been times where my client had a certain bias they wanted me to include in my writing. However, part of me always wants to keep a story fair and balanced. At one point, I went into their office and discussed how we could move forward without including a bias. My client agreed we should present information fairly to the public, and we resolved the potential conflict."
Rachelle's Answer #2
"It is often tricky dealing with a manager who constantly disagrees with the way one works or gets the job done. However, a good writer can communicate well with their boss to figure out a way to compromise. In the recent past, my supervisor disagreed on the direction I should take the narrative, but I sat down with him and showed him my ultimate plan. We compromised on a few things, and in the end, we were both happy."
4.
What is your proofreading strategy?
The interviewer would like to know that you have methods in place, ensuring that the work you submit is your best work, right out of the gate. There are many tools you can use for proofing including an independent editor, or a proofing program such as Grammarly or Hemingway. It would be a significant red flag to the hiring authority if you relied solely on your spelling and grammatical knowledge.

Christina's Answer #1
"Everything that I submit to my boss and clients first runs through the Grammarly application. I appreciate its use for more than spelling and grammar as well. It picks up any context issues and also checks for potential plagiarism concerns. I don't know what I would do without it!"
Rachelle's Answer #2
"In my current role, I have a full-time editor who works on my submissions, making them just a bit better every time! Sometimes he catches a spelling error, a missing comma, or thinks of a way to make it more concise. Coming out with perfect copy takes a team, in my opinion."
5.
The cost of conversions continues to rise for companies, no matter the industry. How does your work improve conversions and ROI for each client?
The interviewer would like to see that you have a full understanding of conversions and what it means to keep your employers return on investment in mind when creating content. Primarily, this question will apply to content published online since there are straightforward ways to measure conversions and audience engagement. Share how your work engages an audience, prompting them to act.

Christina's Answer #1
"I recently read that the average company spends $200-$350 per day on social media advertising. That is a budget that adds up quickly, especially if there is little to no return. I make sure that my work generates conversions by first getting ideas from the audience or my employers' customers. When I know for a fact that I am writing about a topic that is interesting to them, I know it will convert. Second, I make sure to educate the reader. When your audience learns something from you, they are much more likely to subscribe, return to your site, or share your content."
Rachelle's Answer #2
"I keep conversions top of mind in each piece of content that I create. To convert these days, and to see an ROI on big advertising dollars, one must put out well-researched content that entertains and educates at the same time. Also, allowing for a two-way conversation is very important. This idea means opening up the comments section and avoiding the 'post and ghost' where you post an article or piece of content and are not around to address questions or comments. Reader engagement is critical in our digital age where new material is released every second."
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