Interview Guide for

Content Strategist

This comprehensive interview guide for Content Strategists provides a structured approach to evaluating candidates for this critical role. Built with adaptability in mind, this guide equips hiring teams with behavioral questions, competency evaluations, and work samples to identify candidates who can develop compelling content strategies that drive business results.

How to Use This Guide

This guide is designed to help you conduct thorough, consistent interviews that identify the best Content Strategist for your organization. To get the most value:

Customize and adapt - Tailor questions and evaluation criteria to match your specific content needs and company culture
Share with your team - Ensure everyone on the hiring panel understands the interview structure and evaluation criteria for consistency
Follow the sequence - The interview flow is designed to progressively evaluate candidates from basic qualifications to deep competency assessment
Use follow-up questions - Dig deeper into candidate responses to uncover the full context of their experiences and achievements
Score independently - Have each interviewer complete their evaluation before discussing candidates to reduce bias

For additional guidance, check out Yardstick's resources on how to conduct a job interview and why you should use structured interviews when hiring.

Job Description

Content Strategist

About [Company]

[Company] is a leading [industry] organization dedicated to [brief company mission]. We're looking for a talented Content Strategist to join our growing marketing team.

The Role

As Content Strategist at [Company], you'll develop and execute comprehensive content strategies that drive [company goal - e.g., website traffic, lead generation, brand awareness, customer engagement] for our [target audience]. Your work will directly impact how our brand communicates with customers and prospects, making you essential to our marketing success.

Key Responsibilities

Develop and implement comprehensive content strategies aligned with business goals
Identify and define target audiences through research and data analysis
Create content calendars and manage production workflows
Collaborate with cross-functional teams (marketing, sales, product, design)
Incorporate SEO best practices into content planning and creation
Analyze content performance and optimize based on insights
Stay current with content marketing trends and best practices
Create guidelines for content creation and maintain content standards
Manage relationships with freelance writers and content creators as needed
Report on content performance to stakeholders across the organization

What We're Looking For

3-5 years of experience in content strategy, content marketing, or related field
Strong portfolio demonstrating successful content strategy implementation
Excellent knowledge of SEO principles and content optimization techniques
Data-driven approach with experience using analytics tools to measure content performance
Outstanding written and verbal communication skills
Experience with content management systems and content planning tools
Ability to translate complex topics into engaging content
Strong project management skills and attention to detail
Collaborative mindset with experience working across departments
Bachelor's degree in Marketing, Communications, English, Journalism or related field (or equivalent experience)

Why Join [Company]

At [Company], you'll be part of a team that values creativity, strategic thinking, and results. We offer a collaborative culture where your ideas will be heard and implemented. Our team is passionate about creating content that resonates with audiences and drives business results.

Competitive salary of [salary range]
[Benefits summary - e.g., health insurance, retirement plan, flexible working arrangements]
Opportunity to work with cutting-edge [industry] products/services
Professional development opportunities
[Other unique company benefits or perks]

Hiring Process

We've designed our hiring process to be thorough yet efficient, respecting your time while ensuring we find the right fit:

Initial Screening: A 30-minute conversation with our recruiter to understand your background and career goals
Content Strategy Assessment: You'll complete a practical assessment that demonstrates your content strategy skills
Team Interview: Meet with key stakeholders including the marketing director and team members (60 minutes)
Leadership Interview: A final conversation with our [relevant leadership position] to discuss your strategic vision (45 minutes)

Ideal Candidate Profile (Internal)

Role Overview

The Content Strategist will lead the development and execution of content strategies that drive engagement, conversions, and brand awareness. This role requires a strategic thinker who understands audience needs, SEO principles, and performance analytics, while collaborating effectively across departments to create cohesive content experiences.

Essential Behavioral Competencies

Content Strategy Development & Implementation - Ability to create comprehensive content strategies aligned with business goals, defining clear objectives, tactics, channels, and metrics for success.

Audience Research & Analysis - Skill in identifying, researching, and understanding target audiences to create content that resonates with their needs, challenges, and preferences.

Content Creation & Optimization - Proficiency in developing or directing the creation of high-quality content optimized for search engines, readability, and conversions.

Performance Measurement & Analysis - Capability to establish meaningful KPIs, analyze content performance data, and translate insights into actionable recommendations.

Communication & Collaboration - Ability to clearly articulate content strategy to stakeholders, manage cross-functional relationships, and lead content initiatives across teams.

Desired Outcomes

Develop and implement a comprehensive content strategy that increases organic traffic by [target percentage] within 12 months
Create an effective content governance system with clear workflows, standards, and guidelines
Establish a content measurement framework that provides actionable insights for ongoing optimization
Build collaborative relationships with key stakeholders to ensure content aligns with business priorities
Increase content engagement metrics (time on page, shares, comments) by [target percentage] within 6 months

Ideal Candidate Traits

Our ideal Content Strategist combines analytical thinking with creative problem-solving. They're equally comfortable diving into performance data and crafting compelling narratives. They have a customer-centric mindset, continuously seeking to understand audience needs and create content that addresses them.

This person thrives in collaborative environments but can also work independently. They're adaptable to changing priorities, resourceful in finding solutions, and passionate about quality. They should be naturally curious, constantly learning about industry trends and best practices.

While technical SEO knowledge is important, we're looking for someone who balances technical optimization with authentic, valuable content creation. The right candidate will be results-oriented but also understand that building a strong content foundation takes time.

Screening Interview

Directions for the Interviewer

This initial screening interview helps identify candidates with the right mix of content strategy experience, skills, and approaches. Your goal is to assess whether the candidate has the fundamental qualifications and mindset to succeed in this role.

Focus on understanding their content strategy process, how they've defined and researched target audiences, and their approach to measuring content success. Listen for evidence of both strategic thinking and practical implementation skills. Take note of how they communicate – clarity and articulation are essential for a Content Strategist.

Keep the conversation flowing naturally, but ensure you cover all key areas. Allow time at the end for the candidate to ask questions – their questions often reveal their strategic thinking and priorities.

Directions to Share with Candidate

During this conversation, I'll ask about your background in content strategy, your approach to audience research, and how you measure content performance. This helps us understand your experience and how you might fit our Content Strategist role. Feel free to share specific examples and ask any questions you have about the position.

Interview Questions

Tell me about your experience developing and implementing content strategies. What process do you typically follow?

Areas to Cover

Their overall methodology for developing content strategies
How they align content strategy with business objectives
Experience leading or participating in content strategy initiatives
The scope and scale of content strategies they've developed
How they've implemented strategies across different channels or platforms

Possible Follow-up Questions

How do you ensure your content strategy aligns with broader business goals?
Can you describe a time when you had to pivot your content strategy? What led to this change?
How do you balance short-term content needs with long-term strategic goals?
Who are the key stakeholders you typically involve in content strategy development?

How do you approach identifying and defining target audiences for content? Can you share a specific example?

Areas to Cover

Methods used for audience research and segmentation
Tools or techniques they use to gather audience insights
How they translate audience insights into content strategy
Experience creating audience personas or profiles
How they balance data with qualitative insights

Possible Follow-up Questions

How do you validate your audience assumptions?
Tell me about a time when audience research revealed something surprising that changed your content approach.
How granular do you get with audience segmentation for content purposes?
How do you address the needs of multiple audience segments in your content strategy?

What types of content have you created or directed? What makes for effective content in your view?

Areas to Cover

Range of content formats they've worked with (blogs, white papers, videos, etc.)
Their understanding of content effectiveness for different purposes
Their approach to content creation and quality control
Experience managing content creation teams or freelancers
How they adapt content for different channels and audiences

Possible Follow-up Questions

Which content formats have you found most effective for [relevant goal]?
How do you approach repurposing content across channels?
What process do you use to ensure content quality and consistency?
How do you balance creativity with strategic objectives in content creation?

Describe your experience with SEO and how you incorporate it into content strategy.

Areas to Cover

Their understanding of SEO principles and best practices
Tools and techniques they use for keyword research
How they balance SEO with user experience and readability
Experience optimizing existing content for better performance
Their approach to staying current with SEO changes

Possible Follow-up Questions

How do you conduct keyword research for content planning?
Tell me about a time when you significantly improved a piece of content's search performance.
What SEO tools are you most familiar with?
How do you approach technical SEO issues that might impact content?

How do you measure content performance? What KPIs do you typically track?

Areas to Cover

Key metrics they consider important for content evaluation
Tools they use for tracking and analyzing content performance
How they translate data into insights and recommendations
Experience creating content performance reports
How they use data to inform content iteration and optimization

Possible Follow-up Questions

How do you determine which metrics matter most for different types of content?
Tell me about a time when performance data led you to change your content approach.
How do you report on content performance to different stakeholders?
What's your process for A/B testing content?

How do you manage multiple content projects and deadlines?

Areas to Cover

Their approach to content planning and calendaring
Project management tools or systems they've used
How they prioritize content initiatives
Experience managing complex content projects
How they handle competing priorities or resource constraints

Possible Follow-up Questions

What content planning tools have you used?
How do you approach content planning for different timeframes (quarterly, annual, etc.)?
Tell me about a time when you had to manage multiple content deadlines simultaneously.
How do you handle unexpected content requests that disrupt your planned calendar?

Interview Scorecard

Content Strategy Development

0: Not Enough Information Gathered to Evaluate
1: Limited experience developing comprehensive content strategies
2: Has developed basic content strategies but lacks depth or strategic alignment
3: Demonstrates solid methodology for developing content strategies aligned with business goals
4: Shows exceptional strategic thinking and implementation of sophisticated content strategies

Audience Research & Analysis

0: Not Enough Information Gathered to Evaluate
1: Minimal experience with audience research or relies only on assumptions
2: Uses basic audience research methods but analysis lacks depth
3: Employs effective audience research techniques and translates insights into strategy
4: Demonstrates advanced audience research methodologies and exceptional insight translation

Content Creation & Optimization

0: Not Enough Information Gathered to Evaluate
1: Limited experience with content creation or optimization
2: Familiar with content creation but shows gaps in optimization knowledge
3: Demonstrates strong content creation abilities and solid optimization practices
4: Shows mastery of diverse content formats and advanced optimization techniques

SEO Knowledge

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of SEO but limited practical application
2: Applies fundamental SEO principles but lacks deeper technical knowledge
3: Demonstrates strong SEO knowledge and proven application in content strategy
4: Shows advanced SEO expertise with exceptional results and technical understanding

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited strategic approach
2: May Partially Achieve Goal but approach lacks comprehensiveness
3: Likely to Achieve Goal based on demonstrated strategic capabilities
4: Likely to Exceed Goal based on exceptional strategic thinking and proven results

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited process implementation experience
2: May Partially Achieve Goal but approach to governance seems incomplete
3: Likely to Achieve Goal based on demonstrated process development skills
4: Likely to Exceed Goal with sophisticated governance approach and proven systems

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited measurement experience
2: May Partially Achieve Goal but analytical approach seems basic
3: Likely to Achieve Goal based on demonstrated measurement capabilities
4: Likely to Exceed Goal with comprehensive measurement approach and analytics expertise

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited collaboration experience
2: May Partially Achieve Goal but communication approach seems limited
3: Likely to Achieve Goal based on demonstrated relationship-building skills
4: Likely to Exceed Goal with exceptional stakeholder management capabilities

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited optimization experience
2: May Partially Achieve Goal but approach to engagement seems incomplete
3: Likely to Achieve Goal based on demonstrated content optimization skills
4: Likely to Exceed Goal with sophisticated engagement tactics and proven results

Hiring Recommendation

1: Strong No Hire - Does not meet essential requirements
2: No Hire - Some potential but significant concerns
3: Hire - Meets requirements and would be a good addition to the team
4: Strong Hire - Exceptional candidate who would make an immediate impact

Content Strategy Work Sample

Directions for the Interviewer

This exercise evaluates the candidate's ability to develop a content strategy in a practical scenario. It assesses strategic thinking, audience understanding, content planning, SEO knowledge, and measurement approach – all critical for a Content Strategist.

Provide the exercise brief to candidates 24-48 hours before the interview, giving them time to prepare a thoughtful response. During the interview, ask them to walk through their strategy, focusing on their reasoning and process as much as the deliverable itself.

Pay attention to how they approach the problem, the questions they ask to clarify, how they prioritize elements of the strategy, and their ability to connect content initiatives to business goals. Look for evidence of both strategic thinking and practical tactical knowledge.

Directions to Share with Candidate

For this exercise, you'll develop a high-level content strategy for a specific scenario. We're looking to understand your strategic thinking process, not just the final recommendation. Please prepare to walk us through your strategy, explaining your reasoning at each step. We'll send you the brief 24-48 hours before our meeting so you have time to prepare. During our discussion, we'll ask questions about your approach, and you'll have time for your own questions as well.

Content Strategy Brief:

Imagine [Company] is launching a new [product/service] targeting [specific audience]. We need a content strategy to support this launch with the primary goals of:

Building awareness of the new [product/service]
Educating potential customers about its benefits and features
Generating qualified leads for our sales team

Please develop a high-level content strategy that includes:

Key audience insights and how they inform your approach
Content themes, types, and formats you recommend
Distribution channels and promotion tactics
SEO approach for the content
How you would measure success

You may make reasonable assumptions about the product and audience where details aren't provided. Your presentation should take approximately 15-20 minutes, followed by discussion.

Interview Questions

Walk me through your content strategy approach. How did you develop these recommendations?

Areas to Cover

Their overall methodology and strategic framework
How they identified key audience needs and pain points
The process they used to determine content themes and formats
Their rationale for channel selection and promotion tactics
How their recommendations connect to the stated business goals

Possible Follow-up Questions

What assumptions did you make about the audience and product?
How would you validate these recommendations before full implementation?
How did you prioritize these content initiatives?
What would you need from other teams to execute this strategy successfully?

Explain your approach to SEO for this content strategy. How would you ensure content visibility?

Areas to Cover

Their keyword research methodology
How they balance search opportunity with audience relevance
Technical SEO considerations they'd address
Their approach to content optimization
How they'd measure SEO success

Possible Follow-up Questions

How would you identify the most valuable keywords for this launch?
What on-page and off-page optimization tactics would you prioritize?
How would you approach internal linking for this new content?
How would you use SEO data to refine the content strategy over time?

How would you measure the success of this content strategy? Walk me through your KPIs and measurement approach.

Areas to Cover

The specific metrics they'd track for each goal
Their attribution methodology
Tools they would use for measurement
How they'd report on performance
How they'd use data to optimize the strategy

Possible Follow-up Questions

How would you attribute leads to specific content pieces?
What would make you consider this content strategy successful?
How often would you analyze and report on performance?
What would cause you to significantly revise this strategy?

What challenges do you anticipate in implementing this strategy, and how would you address them?

Areas to Cover

Resource constraints they've considered
Potential organizational barriers
Timeline considerations
Competition or market challenges
Content creation or quality concerns

Possible Follow-up Questions

How would you approach this strategy with limited resources?
What contingency plans would you put in place?
How would you handle unexpected negative response to the content?
How would you get stakeholder buy-in for this approach?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Strategy lacks cohesion or alignment with business goals
2: Demonstrates basic strategic approach but missing key elements
3: Presents well-aligned strategy with clear connection to goals
4: Exceptional strategic approach showing innovative thinking and comprehensive planning

Audience Understanding

0: Not Enough Information Gathered to Evaluate
1: Minimal audience insights informing strategy
2: Basic audience understanding but limited application to content approach
3: Strong audience insights clearly informing content recommendations
4: Sophisticated audience analysis with exceptional insight application

Content Planning

0: Not Enough Information Gathered to Evaluate
1: Limited variety or relevance in content recommendations
2: Adequate content plan but lacks innovation or depth
3: Well-developed content plan with appropriate variety and relevance
4: Exceptional content plan showing creativity, strategic alignment, and audience relevance

SEO Knowledge

0: Not Enough Information Gathered to Evaluate
1: Basic SEO understanding with limited application
2: Adequate SEO approach but missing some key elements
3: Strong SEO strategy integrated throughout content approach
4: Sophisticated SEO strategy showing advanced knowledge and innovative tactics

Measurement Approach

0: Not Enough Information Gathered to Evaluate
1: Vague or limited measurement plan
2: Basic metrics identified but lacks comprehensive approach
3: Clear measurement framework aligned with business goals
4: Exceptional measurement strategy with sophisticated analytics approach

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on presented strategy
2: May Partially Achieve Goal but approach lacks comprehensiveness
3: Likely to Achieve Goal based on thoughtful strategic approach
4: Likely to Exceed Goal with exceptional strategy and organic growth tactics

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited process considerations
2: May Partially Achieve Goal but governance approach seems incomplete
3: Likely to Achieve Goal based on demonstrated process thinking
4: Likely to Exceed Goal with sophisticated governance considerations

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited measurement approach
2: May Partially Achieve Goal but framework seems basic
3: Likely to Achieve Goal based on comprehensive measurement plan
4: Likely to Exceed Goal with sophisticated measurement framework

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited stakeholder considerations
2: May Partially Achieve Goal but approach to collaboration seems limited
3: Likely to Achieve Goal based on thoughtful stakeholder approach
4: Likely to Exceed Goal with exceptional stakeholder strategy

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on presented content approach
2: May Partially Achieve Goal but engagement strategy seems incomplete
3: Likely to Achieve Goal based on engagement-focused content plan
4: Likely to Exceed Goal with innovative engagement tactics

Hiring Recommendation

1: Strong No Hire - Strategy demonstrates significant gaps in understanding or approach
2: No Hire - Strategy shows some potential but lacks critical elements
3: Hire - Strategy demonstrates solid approach and understanding of content strategy
4: Strong Hire - Strategy shows exceptional understanding and innovative approach

Content Strategy Competency Interview

Directions for the Interviewer

This interview evaluates the candidate's competencies in content strategy, audience research, performance measurement, and cross-functional collaboration. Use behavioral questions to uncover specific examples from the candidate's past experience that demonstrate these essential competencies.

Focus on understanding not just what the candidate accomplished, but how they approached challenges, what their thought process was, and what they learned. Listen for evidence of strategic thinking, adaptability, and continuous improvement.

For each question, encourage the candidate to provide specific examples using the "Areas to Cover" as a guide. Use follow-up questions to dig deeper if responses are vague or lack detail. Pay particular attention to how they've handled challenges and what results they've achieved.

Directions to Share with Candidate

In this conversation, I'll ask about specific examples from your experience that relate to key aspects of content strategy. For each question, please share a detailed example that illustrates your approach, including the situation, your actions, any challenges you faced, and the results you achieved. This helps us understand how you've applied your content strategy skills in real-world situations.

Interview Questions

Tell me about a time when you developed and implemented a content strategy that successfully achieved business goals. What was your process, and what made it effective? (Content Strategy Development & Implementation)

Areas to Cover

The business goals they were addressing
How they developed the strategy and key components
Stakeholders they involved in the process
Challenges they encountered and how they overcame them
How they implemented the strategy across channels
Metrics they used to measure success
Results achieved and lessons learned

Possible Follow-up Questions

How did you get buy-in from stakeholders for your strategy?
What aspects of the strategy were most challenging to implement?
How did you adjust the strategy based on initial results?
If you could redo this strategy, what would you do differently?

Describe a situation where you conducted audience research that significantly influenced your content approach. How did you gather insights, and how did they impact your strategy? (Audience Research & Analysis)

Areas to Cover

The context and goals for the audience research
Methods and tools used to gather insights
Key findings from the research
How they translated insights into content strategy
How the findings changed their approach
The impact of these changes on content performance
How they validated their audience assumptions

Possible Follow-up Questions

What surprised you most about your audience findings?
How did you prioritize which audience insights to act on?
What tools or techniques do you find most valuable for audience research?
How did you communicate these insights to other stakeholders?

Tell me about a time when you analyzed content performance data and used those insights to improve a content strategy or specific content piece. What was your process? (Performance Measurement & Analysis)

Areas to Cover

The initial content performance situation
Metrics they focused on and why
Tools and methods used for analysis
Key insights uncovered through analysis
How they translated insights into action
Changes implemented based on analysis
Results of those changes
How they communicated findings to stakeholders

Possible Follow-up Questions

What metrics do you consider most valuable for evaluating content?
How do you distinguish between correlation and causation in content performance?
How do you approach A/B testing content?
What was the most surprising insight you've discovered from content analytics?

Describe your experience collaborating with cross-functional teams on content initiatives. How do you ensure effective collaboration and alignment? (Communication & Collaboration)

Areas to Cover

Specific teams they've collaborated with (design, product, sales, etc.)
Their approach to establishing shared goals and expectations
How they communicated content strategy to different stakeholders
Challenges they faced in cross-functional collaboration
Methods they used to resolve conflicts or misalignments
Their process for gathering and incorporating feedback
How they maintained content consistency across teams
Results of successful collaboration

Possible Follow-up Questions

How do you handle situations where there are competing priorities?
What techniques do you use to communicate complex content concepts to non-marketing stakeholders?
How do you navigate feedback from multiple stakeholders that might conflict?
What do you think makes for successful content collaboration?

Tell me about a content initiative that didn't perform as expected. How did you respond, and what did you learn? (Content Creation & Optimization)

Areas to Cover

The content initiative and its original goals
How they identified that it wasn't performing well
Their process for diagnosing the issues
Changes they implemented to improve performance
How they communicated the situation to stakeholders
Results of their optimization efforts
Key lessons learned from the experience
How they applied these lessons to future work

Possible Follow-up Questions

How did you determine the root cause of the underperformance?
What was the most challenging aspect of addressing the situation?
How did you balance making changes versus staying the course?
How did this experience change your approach to content planning?

Interview Scorecard

Content Strategy Development & Implementation

0: Not Enough Information Gathered to Evaluate
1: Limited experience with strategy development or implementation challenges
2: Has basic strategy experience but lacks sophistication or results
3: Demonstrates strong strategy development with clear methodology and results
4: Shows exceptional strategic thinking, execution, and measurable impact

Audience Research & Analysis

0: Not Enough Information Gathered to Evaluate
1: Minimal experience conducting meaningful audience research
2: Has conducted basic research but translation to strategy is limited
3: Demonstrates effective research methods and clear application to strategy
4: Shows sophisticated research approach with exceptional insight application

Performance Measurement & Analysis

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of metrics with limited analytical depth
2: Can analyze standard metrics but insights or actions are superficial
3: Demonstrates strong analytical skills with clear action from insights
4: Shows exceptional analytical capabilities and sophisticated optimization

Communication & Collaboration

0: Not Enough Information Gathered to Evaluate
1: Limited cross-functional experience or effectiveness
2: Basic collaboration skills but struggles with complex stakeholder situations
3: Demonstrates effective collaboration and stakeholder management
4: Shows exceptional ability to navigate complex team dynamics with outstanding results

Content Creation & Optimization

0: Not Enough Information Gathered to Evaluate
1: Limited experience adapting to performance challenges
2: Has basic optimization experience but response lacks sophistication
3: Demonstrates strong problem-solving and effective optimization
4: Shows exceptional ability to diagnose issues and implement successful solutions

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited strategic experience
2: May Partially Achieve Goal but past results suggest limited impact
3: Likely to Achieve Goal based on demonstrated strategy success
4: Likely to Exceed Goal with proven track record of exceptional results

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited process experience
2: May Partially Achieve Goal but governance approach seems incomplete
3: Likely to Achieve Goal based on demonstrated governance experience
4: Likely to Exceed Goal with sophisticated governance approach

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited measurement experience
2: May Partially Achieve Goal but analytical approach seems basic
3: Likely to Achieve Goal based on demonstrated measurement capabilities
4: Likely to Exceed Goal with comprehensive measurement approach

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited collaboration experience
2: May Partially Achieve Goal but collaboration approach seems limited
3: Likely to Achieve Goal based on demonstrated relationship-building skills
4: Likely to Exceed Goal with exceptional stakeholder management capabilities

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited optimization experience
2: May Partially Achieve Goal but approach to engagement seems incomplete
3: Likely to Achieve Goal based on demonstrated content optimization skills
4: Likely to Exceed Goal with sophisticated engagement tactics and proven results

Hiring Recommendation

1: Strong No Hire - Significant gaps in core competencies
2: No Hire - Some strengths but concerning weaknesses in key areas
3: Hire - Strong across most competencies with good potential
4: Strong Hire - Exceptional across all competencies with proven impact

Chronological Interview

Directions for the Interviewer

This interview explores the candidate's career progression, focusing on their growth as a content strategist. The goal is to understand how their experience has shaped their approach to content strategy, and to identify patterns of achievement, learning, and growth.

Work through the candidate's relevant roles chronologically, spending the most time on recent positions most similar to your Content Strategist role. For each role, ask questions about their responsibilities, achievements, challenges, and what they learned.

Pay attention to career progression, increasing responsibility, and the development of their strategic thinking. Note how they've adapted to different industries, audiences, or content types. This interview should provide context for their responses in other interviews and help you assess their career trajectory.

Directions to Share with Candidate

In this conversation, we'll walk through your professional experience chronologically, focusing on your content-related roles. For each position, I'll ask about your responsibilities, key achievements, challenges, and what you learned. This helps us understand your career progression and how your experience has shaped your approach to content strategy.

Interview Questions

Let's start with an overview of your career journey. What drew you to content strategy, and how has your approach evolved over time?

Areas to Cover

Their original interest in content and strategy
Key career transitions and growth moments
How their perspective on content strategy has changed
Skills they've developed along their journey
Influences on their strategic thinking
Where they see their career headed

Possible Follow-up Questions

What's been the most significant shift in your thinking about content strategy?
Which role had the biggest impact on how you approach content?
How has your definition of "successful content" changed over time?
What aspects of content strategy do you find most interesting now?

For each relevant role, starting with the most recent: Tell me about your position at [Company]. What were your primary responsibilities and how did content strategy factor into your role?

Areas to Cover

Scope of their content strategy responsibilities
Size and structure of the team they worked with
Types of content they were responsible for
Audiences they targeted
Their strategic process and approach
Tools and technologies they used
How they measured success

Possible Follow-up Questions

How did content strategy integrate with broader marketing efforts?
What was the content creation process like?
How much autonomy did you have in developing strategy?
What content management systems or tools did you use?

What were your most significant content strategy achievements in this role? What made them successful?

Areas to Cover

Specific content initiatives they led
Their process for developing these strategies
Challenges they overcame
Cross-functional collaboration
Metrics and results achieved
Recognition or impact on the business
Lessons learned from these successes

Possible Follow-up Questions

How did you measure the success of this initiative?
What was your specific contribution to this achievement?
How did you get buy-in from stakeholders?
How did this achievement impact the business?

What were the biggest content challenges you faced in this role, and how did you address them?

Areas to Cover

Strategic, tactical, or organizational challenges
Their approach to problem-solving
Resources or constraints they navigated
Stakeholder management issues
How they measured improvement
Results of their solutions
What they learned from these challenges

Possible Follow-up Questions

What was at stake if these challenges weren't addressed?
Did you need to develop new skills to overcome these challenges?
How did you prioritize which challenges to tackle first?
What would you do differently if facing similar challenges now?

How did the content landscape or audience needs evolve during your time in this role? How did you adapt your strategy?

Areas to Cover

Market, technology, or audience changes they observed
How they identified these changes
Their process for adapting strategy
New approaches they implemented
Results of these adaptations
How they stayed current with trends

Possible Follow-up Questions

What signals indicated you needed to adapt your strategy?
How did you validate your new approach?
What was most challenging about adapting to these changes?
How did you communicate these strategic shifts to stakeholders?

Looking at your career as a whole, which role or project do you feel best prepared you for this Content Strategist position, and why?

Areas to Cover

Relevance to your specific Content Strategist role
Skills and experiences that transfer
Strategic thinking demonstrated
Challenges similar to what they would face in your role
Self-awareness about their strengths and growth areas
How they connect past experience to future performance

Possible Follow-up Questions

What aspects of that experience would you bring to this role?
What did you learn in that role that changed your approach to content?
What additional skills have you developed since then?
What challenges from that experience might help you in our environment?

Interview Scorecard

Strategic Evolution

0: Not Enough Information Gathered to Evaluate
1: Limited growth in strategic thinking throughout career
2: Some progression but strategic approach remains basic
3: Clear evolution of strategic capability and sophistication
4: Exceptional growth trajectory with advanced strategic development

Increasing Responsibility

0: Not Enough Information Gathered to Evaluate
1: Limited progression in scope or responsibility
2: Some increase in responsibility but growth appears stagnant
3: Steady progression with increasing strategic impact
4: Exceptional career advancement with significant expansion of scope

Achievement Pattern

0: Not Enough Information Gathered to Evaluate
1: Few notable achievements or impact
2: Some achievements but limited measurable impact
3: Consistent pattern of meaningful achievements with measurable results
4: Exceptional achievement record with significant business impact

Problem-Solving Capability

0: Not Enough Information Gathered to Evaluate
1: Basic approach to challenges with limited resolution
2: Can solve standard problems but struggles with complex issues
3: Effective problem-solver who can navigate significant challenges
4: Exceptional problem-solving with innovative approaches to complex issues

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Resistance to change or limited adaptation to new conditions
2: Basic adaptation but follows rather than leads change
3: Effectively anticipates and adapts to changing circumstances
4: Exceptional adaptability with proactive approach to evolution

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on career progression
2: May Partially Achieve Goal but past results suggest limited impact
3: Likely to Achieve Goal based on demonstrated strategy success
4: Likely to Exceed Goal with proven record of exceptional results

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited process experience
2: May Partially Achieve Goal but governance history seems incomplete
3: Likely to Achieve Goal based on demonstrated governance experience
4: Likely to Exceed Goal with sophisticated governance track record

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited measurement history
2: May Partially Achieve Goal but analytical approach seems basic
3: Likely to Achieve Goal based on demonstrated measurement capabilities
4: Likely to Exceed Goal with comprehensive measurement history

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited collaboration history
2: May Partially Achieve Goal but collaboration approach seems limited
3: Likely to Achieve Goal based on demonstrated relationship-building skills
4: Likely to Exceed Goal with exceptional stakeholder management history

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited optimization history
2: May Partially Achieve Goal but approach to engagement seems incomplete
3: Likely to Achieve Goal based on demonstrated content optimization skills
4: Likely to Exceed Goal with sophisticated engagement tactics and proven results

Hiring Recommendation

1: Strong No Hire - Career progression indicates poor fit for role
2: No Hire - Some relevant experience but significant concerns about capability
3: Hire - Solid career progression indicating good fit for role
4: Strong Hire - Exceptional career trajectory indicating excellent fit

Leadership Competency Interview

Directions for the Interviewer

This interview focuses on evaluating the candidate's leadership capabilities in the context of content strategy. While the Content Strategist role might not directly manage people, it requires significant leadership skills in driving content initiatives, influencing stakeholders, and shaping organizational approach to content.

Use behavioral questions to assess how the candidate has demonstrated critical thinking, communication, and collaborative leadership. Focus on understanding their approach to influencing others without formal authority, managing cross-functional projects, and driving strategic initiatives.

Listen for evidence of their ability to navigate organizational complexity, build consensus, and advocate for content strategy principles. Their responses should demonstrate not just what they've accomplished, but how they've brought others along in the process.

Directions to Share with Candidate

In this conversation, we'll explore how you've demonstrated leadership in your content strategy work. I'll ask about specific situations where you've influenced strategy, collaborated across teams, or navigated challenging decisions. Please share detailed examples that illustrate your approach to leadership, even if you weren't in a formal management role.

Interview Questions

Tell me about a time when you had to influence organizational thinking about content strategy or content approach without having direct authority. How did you approach this? (Critical Thinking, Communication)

Areas to Cover

The context and the change they were trying to influence
Their strategy for building support and credibility
Specific tactics they used to persuade stakeholders
Obstacles they encountered and how they overcame them
How they communicated their vision and rationale
The outcome of their influence efforts
What they learned about organizational influence

Possible Follow-up Questions

How did you identify key stakeholders to influence?
What resistance did you encounter, and how did you address it?
How did you adapt your approach for different audiences?
What would you do differently if you faced a similar situation now?

Describe a situation where you had to make a difficult decision about content strategy or content priorities. How did you approach this decision? (Critical Thinking)

Areas to Cover

The context and stakes of the decision
Their decision-making process and criteria
Data or information they gathered to inform the decision
How they evaluated options and risks
Stakeholders they consulted and how
The ultimate decision and its rationale
Results and lessons learned

Possible Follow-up Questions

What made this decision particularly challenging?
How did you handle disagreement about the right approach?
How did you communicate your decision to stakeholders?
What would you do differently if making this decision again?

Tell me about a complex content project you led that required coordination across multiple teams or departments. How did you ensure its success? (Communication, Collaboration)

Areas to Cover

The project scope and objectives
Teams involved and their different priorities
Their approach to project planning and management
How they established shared goals and expectations
Communication methods they used
Challenges they faced in coordination
How they kept the project on track
Results achieved and lessons learned

Possible Follow-up Questions

How did you gain buy-in from different teams?
What was the most challenging aspect of cross-team coordination?
How did you handle conflicts or competing priorities?
What systems or processes did you put in place to facilitate collaboration?

Describe a time when you needed to give difficult feedback about content quality or strategy. How did you handle the situation? (Communication)

Areas to Cover

The context and the quality issue at stake
How they prepared for the feedback conversation
Their approach to delivering constructive criticism
How they balanced directness with empathy
The recipient's response and how they handled it
The outcome of the feedback
What they learned about giving feedback effectively

Possible Follow-up Questions

How did you determine the right timing and setting for the feedback?
What specific techniques did you use to make the feedback constructive?
How did you follow up after giving the feedback?
How did this experience influence your approach to quality standards?

Tell me about a time when you recognized a strategic opportunity for content that others didn't see. How did you develop and advocate for this idea? (Critical Thinking, Communication)

Areas to Cover

How they identified the opportunity
Research or analysis they conducted to validate it
How they developed the concept into a strategic proposal
Their approach to building support for the idea
Objections they faced and how they addressed them
How they implemented the initiative
Results achieved and lessons learned

Possible Follow-up Questions

What gave you confidence in this opportunity when others didn't see it?
How did you build credibility for your proposal?
What was most challenging about advocating for this idea?
How did you measure the success of this initiative?

Interview Scorecard

Critical Thinking

0: Not Enough Information Gathered to Evaluate
1: Shows limited analytical depth or strategic perspective
2: Demonstrates basic analysis but lacks sophisticated problem-solving
3: Shows strong analytical ability and thoughtful decision-making
4: Exceptional critical thinking with innovative approaches to complex challenges

Communication

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity, persuasiveness, or adaptation to audience
2: Basic communication skills but room for improvement in complex situations
3: Strong communicator who tailors approach to different stakeholders
4: Exceptional communicator who consistently influences and inspires others

Collaboration

0: Not Enough Information Gathered to Evaluate
1: Shows limited effectiveness in cross-functional situations
2: Can collaborate in straightforward scenarios but struggles with complexity
3: Effectively builds partnerships and navigates cross-functional dynamics
4: Exceptional collaborator who creates alignment across diverse stakeholders

Strategic Leadership

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on tactics with limited strategic vision
2: Shows some strategic thinking but implementation is inconsistent
3: Demonstrates clear strategic vision and effective implementation
4: Exceptional strategic leader who consistently drives meaningful change

Influence Without Authority

0: Not Enough Information Gathered to Evaluate
1: Limited success influencing without direct authority
2: Can influence in straightforward situations but struggles with resistance
3: Effectively influences across different levels and functions
4: Exceptional ability to gain buy-in and drive change through influence

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited strategic influence
2: May Partially Achieve Goal but influence approach seems insufficient
3: Likely to Achieve Goal based on demonstrated strategic leadership
4: Likely to Exceed Goal through exceptional vision and influence

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited cross-functional leadership
2: May Partially Achieve Goal but governance leadership seems incomplete
3: Likely to Achieve Goal based on demonstrated organizational influence
4: Likely to Exceed Goal with sophisticated leadership approach

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited analytical leadership
2: May Partially Achieve Goal but approach seems basic
3: Likely to Achieve Goal based on demonstrated analytical thinking
4: Likely to Exceed Goal with exceptional analytical leadership

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal due to limited relationship skills
2: May Partially Achieve Goal but approach to collaboration seems limited
3: Likely to Achieve Goal based on demonstrated collaboration skills
4: Likely to Exceed Goal with exceptional relationship-building ability

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on limited strategic influence
2: May Partially Achieve Goal but approach seems incomplete
3: Likely to Achieve Goal based on demonstrated content leadership
4: Likely to Exceed Goal with exceptional strategic vision

Hiring Recommendation

1: Strong No Hire - Significant gaps in leadership capabilities
2: No Hire - Some leadership skills but insufficient for role requirements
3: Hire - Strong leadership capabilities aligned with role needs
4: Strong Hire - Exceptional leadership that would elevate our content strategy

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.

Scores and interview notes are important data points but should not be the sole factor in making the final decision.

Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

How strong was the candidate's strategic thinking? Did they demonstrate the ability to connect content to business goals?

Guidance: Discuss specific examples from the interviews that demonstrated the candidate's strategic capability and business acumen.

How would you evaluate the candidate's audience understanding and research approach? Do they have the right mindset for our target audience?

Guidance: Consider whether the candidate showed a sophisticated understanding of audience research and segmentation that would apply to your specific context.

Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

Reference checks provide critical validation of the candidate's experience, performance, and working style. They offer insights that may not emerge during interviews and can confirm or raise questions about the candidate's fit for the Content Strategist role.

Conduct at least 2-3 reference checks, preferably with direct managers or close collaborators who can speak specifically to the candidate's content strategy work. Try to include references from recent positions that are most relevant to your role.

Prepare for the call by reviewing the candidate's resume and interview notes. Identify specific areas you want to explore based on any questions or concerns that emerged during interviews.

Begin each call by explaining the Content Strategist role and key responsibilities, then move through the questions below, adapting as needed based on the reference's relationship to the candidate.

Use this same guide for multiple reference checks, comparing responses to identify patterns or inconsistencies.

Questions for Reference Checks

Can you describe your working relationship with [Candidate] and the context in which you worked together?

Guidance: This establishes the reference's credibility and perspective. Listen for how closely they worked with the candidate, for how long, and whether they managed them directly.

What were [Candidate]'s primary responsibilities related to content strategy or content marketing in their role?

Guidance: This confirms the scope and scale of the candidate's experience. Listen for alignment with how the candidate described their responsibilities.

What would you say were [Candidate]'s greatest strengths as a content strategist?

Guidance: Look for mention of key competencies important for your role, such as strategic thinking, audience understanding, or analytical capabilities.

Can you describe a specific content initiative or strategy that [Candidate] developed or led? What was their approach, and what were the results?

Guidance: This validates the candidate's real-world impact and provides insight into their process. Listen for specific metrics or outcomes.

How would you describe [Candidate]'s ability to collaborate with different teams and stakeholders?

Guidance: Content strategists must work across departments effectively. Listen for examples of cross-functional collaboration, handling of competing priorities, and stakeholder management.

How would you describe [Candidate]'s analytical skills and their approach to measuring content performance?

Guidance: This assesses a critical skill for modern content strategists. Listen for specific methods, tools, and how they translated data into action.

What areas for growth or development did you observe for [Candidate]?

Guidance: This provides insight into potential limitations or challenges. Listen for self-awareness (did the candidate mention these same areas?) and whether these areas would be problematic in your role.

On a scale of 1-10, how would you rate [Candidate] compared to other content strategists you've worked with? Why?

Guidance: This forces a comparative assessment that can be very revealing. Ask for specific reasons behind the rating.

Would you hire or work with [Candidate] again? Why or why not?

Guidance: This direct question often reveals genuine sentiment about the candidate. Listen carefully to both what is said and unsaid.

Is there anything else we should know about [Candidate] that would help us make our hiring decision?

Guidance: This open-ended question can surface unexpected insights. It gives the reference freedom to share additional thoughts that didn't fit the previous questions.

Reference Check Scorecard

Strategic Capability

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited strategic thinking ability
2: Reference describes basic strategic capability but nothing exceptional
3: Reference confirms strong strategic thinking with specific examples
4: Reference describes exceptional strategic vision and leadership

Collaborative Effectiveness

0: Not Enough Information Gathered to Evaluate
1: Reference indicates challenges with collaboration or stakeholder management
2: Reference describes adequate collaboration but with some limitations
3: Reference confirms strong collaborative skills across departments
4: Reference describes exceptional ability to influence and collaborate

Analytical Approach

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited analytical skills or data-driven approach
2: Reference describes basic analytical capability but nothing exceptional
3: Reference confirms strong analytical skills with specific examples
4: Reference describes exceptional analytical capabilities and impact

Performance Impact

0: Not Enough Information Gathered to Evaluate
1: Reference indicates minimal or unclear impact on business goals
2: Reference describes moderate impact but nothing exceptional
3: Reference confirms significant positive impact with specific examples
4: Reference describes exceptional impact that transformed the business

Desired Outcome: Develop comprehensive content strategy that increases organic traffic

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on reference feedback
2: May Partially Achieve Goal but reference suggests limited capability
3: Likely to Achieve Goal based on reference confirmation of skills
4: Likely to Exceed Goal based on reference description of exceptional capability

Desired Outcome: Create effective content governance system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on reference feedback
2: May Partially Achieve Goal but reference suggests limited process skills
3: Likely to Achieve Goal based on reference confirmation of capabilities
4: Likely to Exceed Goal based on reference description of exceptional governance work

Desired Outcome: Establish content measurement framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on reference feedback
2: May Partially Achieve Goal but reference suggests limited analytical skills
3: Likely to Achieve Goal based on reference confirmation of capabilities
4: Likely to Exceed Goal based on reference description of exceptional measurement work

Desired Outcome: Build collaborative relationships with stakeholders

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on reference feedback
2: May Partially Achieve Goal but reference suggests relationship limitations
3: Likely to Achieve Goal based on reference confirmation of capabilities
4: Likely to Exceed Goal based on reference description of exceptional relationship skills

Desired Outcome: Increase content engagement metrics

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal based on reference feedback
2: May Partially Achieve Goal but reference suggests limited capability
3: Likely to Achieve Goal based on reference confirmation of capabilities
4: Likely to Exceed Goal based on reference description of exceptional results

Frequently Asked Questions

How should I customize this interview guide for our specific company needs?

Review the competencies and desired outcomes in the Ideal Candidate Profile and adjust them to align with your specific business goals and content needs. You may want to add industry-specific questions or scenarios that reflect your particular content challenges. Also, consider your company culture and add questions that help assess cultural fit.

How can we effectively evaluate a candidate's SEO knowledge during the interview process?

Beyond asking direct questions about SEO experience, use the work sample to see how they incorporate SEO principles into a real strategy. Look for candidates who talk about SEO as an integral part of content strategy rather than a separate activity. Ask for specific examples of how they've improved search performance, and listen for understanding of both technical and content-related SEO factors. Check out our Content Strategist interview questions for more specific SEO evaluation questions.

What if a candidate has more experience with one content type (e.g., blogs) than others (e.g., video) that we need?

Focus on evaluating their strategic thinking and adaptability rather than specific format experience. A strong content strategist should be able to apply principles across different formats. Ask how they've approached learning new content types in the past, and use the work sample to see how they think about formats they might have less experience with. Consider whether they show curiosity and a learning mindset throughout the interview.

How important is industry experience for a Content Strategist?

While industry experience can be valuable for understanding specific audiences and content needs, it's often less critical than strategic capability and content expertise. A strong content strategist with experience in a different industry can bring fresh perspectives and transferable skills. Use the interview to assess how quickly they grasp your industry's unique challenges and how they've adapted to new industries in the past. The how to raise the talent bar in your organization article provides more insights on this topic.

Should we prioritize candidates with technical skills (e.g., analytics tools, CMS experience) or strategic thinking?

While both are important, strategic thinking and audience understanding typically have greater impact on success than specific technical skills, which can be learned. Prioritize candidates who demonstrate strong strategic capabilities and content expertise, while ensuring they have sufficient technical aptitude to learn your tools. Use the work sample and behavioral questions to evaluate their strategic approach, and ask about their experience learning new tools to assess adaptability.

How can we assess whether a candidate will collaborate well with our existing marketing team?

The Communication & Collaboration competency questions will help evaluate this. Look for specific examples of cross-functional collaboration in their past roles. During the interview, note how the candidate listens, responds to questions, and builds on ideas. Consider including a brief meeting with potential team members as part of the interview process. Reference checks can also provide valuable insights into collaborative abilities.