Content Strategist Hiring Assessment: How to Evaluate and Hire Top Talent

Introduction

Hiring a content strategist is a critical task. This role requires a blend of creativity, analytical skills, and strategic thinking. Ensuring candidates possess these competencies is essential for aligning content strategies with business goals.

Key Competencies

Identifying the right competencies is crucial for the success of a content strategist. Here are the key areas to focus on:

Strategic Thinking: Ability to develop and implement content strategies aligned with business objectives.
Example: Consider a company launching a new product line. A content strategist with strong strategic thinking skills would analyze market trends, identify target audiences, and develop a content roadmap that aligns with the product launch timeline and business goals. They would outline key messaging themes and select appropriate channels for distribution.
Implementation: Begin by conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) to understand the market landscape. Develop a detailed content calendar that aligns with business milestones and includes key performance indicators (KPIs) to track progress.
Scoring Criteria: Evaluate candidates based on their ability to articulate a clear strategy, identify target audiences, and align content with business goals. Score on a scale from 1 (basic understanding) to 5 (expert implementation).
Creativity: Crafting engaging content that resonates with the target audience.
Example: A content strategist working for a fashion brand might create an interactive lookbook that allows users to mix and match outfits. This not only showcases the products but also engages users through a personalized experience.
Implementation: Encourage brainstorming sessions with cross-functional teams to generate creative ideas. Use tools like storyboarding or mood boards to visualize concepts and refine them based on feedback.
Common Mistakes: Avoid over-complicating creative ideas that may confuse the audience. Ensure that creativity enhances rather than detracts from the core message.
Analytical Skills: Utilizing data to refine content strategies and measure effectiveness.
Example: After launching a blog series, a content strategist analyzes engagement metrics such as page views, time on page, and conversion rates. They identify which topics resonate most and adjust future content plans accordingly.
Implementation: Use analytics tools like Google Analytics or content performance platforms to gather data. Regularly review metrics and conduct A/B testing to optimize content performance.
Evaluation Framework: Assess candidates on their ability to interpret data, draw actionable insights, and implement changes. Score their proficiency in using analytics tools and their impact on strategy refinement.
Communication: Clearly conveying ideas and collaborating with cross-functional teams.
Example: During a rebranding initiative, a content strategist must communicate new brand guidelines to the marketing, sales, and design teams, ensuring consistency across all channels.
Implementation: Develop clear documentation of brand voice and messaging guidelines. Conduct workshops or training sessions to align all teams on the new brand direction.
Deeper Analysis: Examine candidates’ previous experiences in cross-department collaborations. Look for examples where they successfully managed complex communication challenges.
Project Management: Efficiently managing content projects from conception to execution.
Example: For a quarterly newsletter, a content strategist oversees the entire process, from content creation to final publication, ensuring deadlines are met and quality standards are upheld.
Implementation: Use project management tools like Asana or Trello to organize tasks, set deadlines, and allocate resources. Regularly update stakeholders on progress and adjust plans as necessary.
Common Mistakes: Avoid scope creep by clearly defining project parameters and obtaining stakeholder buy-in at the outset.
Technical Skills: Proficiency in content management systems and SEO.
Example: A content strategist improves a website's search engine ranking by optimizing content for keywords, improving meta descriptions, and enhancing site speed.
Implementation: Keep up-to-date with SEO best practices and CMS updates. Conduct regular audits to ensure technical SEO elements are optimized.
Scoring Criteria: Evaluate candidates on their familiarity with CMS platforms and their ability to implement SEO strategies effectively. Rate their technical proficiency from 1 (basic) to 5 (expert).
Leadership: Guiding teams and influencing stakeholders to achieve strategic goals.
Example: During a major content overhaul, the strategist leads a team of writers, designers, and marketers, ensuring everyone is aligned and motivated to achieve the project’s objectives.
Implementation: Develop leadership skills through continuous learning and mentorship. Foster a collaborative team environment and provide clear direction and support.
Deeper Analysis: Assess candidates’ leadership experiences, focusing on their ability to inspire and drive team performance. Look for examples of successful project leadership and stakeholder management.
Empathy: Understanding audience needs and tailoring content accordingly.
Example: For a healthcare client, a content strategist creates empathetic, informative content that addresses patient concerns and provides valuable resources.
Implementation: Conduct audience research through surveys, interviews, and social listening to understand their needs and preferences. Tailor content to address these insights effectively.
Evaluation Framework: Evaluate candidates’ ability to empathize with diverse audiences and create content that resonates. Measure their success in driving engagement and building audience trust.

Assessment Framework

A multi-stage evaluation approach ensures a comprehensive assessment of potential hires.

Resume/Portfolio Screening Criteria

Concrete Example: A candidate’s portfolio includes a successful campaign for a tech company, detailing the strategy, execution, and metrics achieved, such as increased user engagement by 30%.
Step-by-Step Guidance: Create a checklist to evaluate resumes and portfolios, focusing on strategic planning experience, industry diversity, and demonstrated impact through metrics.
Common Mistakes: Avoid overlooking candidates with unconventional backgrounds who may bring unique perspectives and skills to the role.

Phone Screen Questions

Example Scenario: Ask candidates to describe their approach to developing a content strategy for a non-profit organization aiming to increase donations.
Step-by-Step Guidance: Prepare a list of questions that explore candidates’ strategic thinking, creativity, and problem-solving skills. Ensure questions are open-ended to encourage detailed responses.
Scoring Criteria: Evaluate responses based on clarity, depth of thought, and relevance to the role. Use a rubric to standardize scoring across interviews.

Technical/Skills Assessment

Use multiple-choice assessments to evaluate knowledge of content management systems, SEO, and analytics tools. Multiple Choice Assessments can streamline this process.

Concrete Example: Include questions that assess candidates’ understanding of Google Analytics, such as interpreting traffic sources and conversion rates.
Step-by-Step Guidance: Develop a comprehensive test that covers essential technical skills. Use tools like online quizzes or platforms that simulate real-world scenarios.
Common Mistakes: Ensure questions are relevant to the role’s requirements and avoid overly technical questions that may not reflect day-to-day responsibilities.

Behavioral Interview Questions

Example Scenario: Ask candidates to describe a time when they had to pivot a content strategy due to unexpected circumstances, such as a sudden market shift.
Step-by-Step Guidance: Use the STAR method (Situation, Task, Action, Result) to frame questions and evaluate responses. This approach helps candidates provide structured and detailed answers.
Evaluation Framework: Score candidates on their ability to handle change, problem-solve, and produce positive outcomes. Use past experiences to gauge future performance.

Case Study or Situational Judgement Test

Provide a case study that mimics real-world challenges. Assess their strategic approach and solution effectiveness. Utilize Case Study Assessments for detailed evaluation.

Concrete Example: Present a scenario where a company’s blog traffic has plateaued. Ask candidates to develop a strategy to reinvigorate growth.
Step-by-Step Guidance: Clearly outline the problem, provide relevant data, and set expectations for the solution. Allow candidates time to prepare and present their findings.
Scoring Criteria: Evaluate the proposed strategy’s creativity, feasibility, and alignment with business objectives. Use a rubric to ensure consistent assessment.

Sample Interview Questions

What is your process for conducting a content audit?
- Look for: Understanding of audit tools and methodologies.
Example Scenario: A candidate describes using tools like Screaming Frog and Google Analytics to assess content performance, identify gaps, and prioritize updates based on strategic goals.
Step-by-Step Guidance: Ask candidates to outline their audit process, including tools used, data analyzed, and how findings are applied to improve content.
Deeper Analysis: Evaluate their ability to conduct thorough audits and translate insights into actionable improvements.
How do you ensure content aligns with brand voice and messaging?
- Look for: Examples of maintaining consistency across channels.
Example Scenario: A candidate explains maintaining a brand style guide and conducting regular training sessions with content creators to ensure alignment.
Step-by-Step Guidance: Discuss the importance of brand voice consistency and how candidates have enforced guidelines in past roles.
Common Mistakes: Avoid candidates who lack a structured approach to maintaining brand voice, which can lead to inconsistent messaging.
Discuss a time you used data to influence a content decision.
- Look for: Ability to interpret data and apply insights effectively.
Example Scenario: A candidate shares how they used A/B testing results to determine the most effective headline for a marketing campaign, leading to a 20% increase in click-through rates.
Step-by-Step Guidance: Encourage candidates to discuss specific data sources, the insights gained, and the resulting actions taken.
Evaluation Framework: Assess their proficiency in data analysis and decision-making, focusing on the impact of their actions.
How do you manage tight deadlines while maintaining content quality?
- Look for: Time management and prioritization skills.
Example Scenario: A candidate describes using project management tools to track tasks and deadlines, while implementing a peer review process to ensure quality.
Step-by-Step Guidance: Explore candidates’ strategies for balancing workload, prioritizing tasks, and maintaining high standards under pressure.
Common Mistakes: Avoid candidates who rely solely on overtime or cutting corners, which can compromise quality.
Explain your approach to SEO in content strategy.
- Look for: Knowledge of SEO best practices and integration.
Example Scenario: A candidate details their process for conducting keyword research, optimizing on-page elements, and building backlinks to improve search rankings.
Step-by-Step Guidance: Discuss their understanding of SEO principles and how they integrate these into content planning and execution.
Scoring Criteria: Evaluate their depth of SEO knowledge and ability to apply best practices effectively.
How do you collaborate with other departments to create cohesive content?
- Look for: Teamwork and communication skills.
Example Scenario: A candidate shares how they worked with the product and design teams to develop a comprehensive product launch campaign that included blog posts, social media content, and email marketing.
Step-by-Step Guidance: Discuss their approach to fostering collaboration and ensuring alignment across departments.
Deeper Analysis: Assess their ability to build relationships and navigate interdepartmental dynamics to achieve cohesive content strategies.
What tools do you use for content planning and why?
- Look for: Familiarity with industry-standard tools and rationale for choice.
Example Scenario: A candidate explains their use of tools like Trello for task management, SEMrush for keyword research, and Canva for visual content creation.
Step-by-Step Guidance: Explore their tool preferences and how these tools enhance their content planning and execution processes.
Common Mistakes: Avoid candidates who lack experience with essential tools or fail to justify their tool choices.
Describe a challenging project and how you overcame obstacles.
- Look for: Problem-solving skills and resilience.
Example Scenario: A candidate recounts a situation where a key team member left mid-project, and they had to quickly redistribute tasks and adjust timelines to meet the deadline.
Step-by-Step Guidance: Encourage candidates to discuss specific challenges, their problem-solving approach, and the outcomes achieved.
Evaluation Framework: Assess their resilience, adaptability, and ability to deliver results despite obstacles.

Assessment Exercises

Content Strategy Development Exercise:
- Task candidates with developing a content strategy for a hypothetical product launch. Evaluate their strategic thinking and creativity.
Example Scenario: Provide a brief for a new eco-friendly product line and ask candidates to develop a strategy that highlights sustainability and appeals to environmentally conscious consumers.
Step-by-Step Guidance: Outline expectations for the strategy, including target audience, key messaging, and content formats. Allow candidates time to research and present their strategy.
Scoring Criteria: Evaluate the strategy’s alignment with business goals, creativity, and feasibility. Use a rubric to ensure consistent assessment.
Situational Judgement Test (SJT):
- Present scenarios related to content crises or strategic shifts. Assess decision-making and adaptability. Situational Judgement Tests are ideal for this.
Example Scenario: Pose a situation where a negative social media trend impacts the brand’s reputation, and ask candidates to outline their response strategy.
Step-by-Step Guidance: Clearly define the scenario and provide options for candidates to choose from or develop their own solutions.
Evaluation Framework: Assess their decision-making, crisis management skills, and ability to adapt strategies based on evolving circumstances.
Work Sample Task:
- Request a content piece on a specified topic. Analyze writing style, clarity, and engagement level.
Example Scenario: Ask candidates to write a blog post on a trending industry topic, such as the impact of emerging technologies on consumer behavior.
Step-by-Step Guidance: Provide clear guidelines on tone, length, and target audience. Evaluate the content for originality, coherence, and audience engagement.
Common Mistakes: Avoid overly prescriptive tasks that limit candidates’ creativity. Focus on assessing their ability to produce high-quality content independently.

Evaluation Scorecard

Implement a scoring system based on competency levels from Basic to Expert. This approach facilitates objective comparisons and highlights areas of strength and development.

Strategic Thinking: (1-5)
Creativity: (1-5)
Analytical Skills: (1-5)
Communication: (1-5)
Project Management: (1-5)
Technical Skills: (1-5)
Leadership: (1-5)
Empathy: (1-5)

Implementation: Develop a detailed rubric for each competency, outlining specific criteria for each score level. Use this rubric to guide interviewers and ensure consistent evaluation across candidates.

Common Mistakes: Avoid subjective assessments by clearly defining criteria for each score level. Ensure all evaluators are trained on the rubric and understand its application.

Red Flags

Lack of Portfolio: Incomplete or poorly structured portfolios.
Example Scenario: A candidate’s portfolio lacks diversity in content formats or evidence of strategic impact, raising concerns about their breadth of experience.
Implementation: Require candidates to submit a comprehensive portfolio showcasing a range of projects and their outcomes. Provide feedback on portfolio gaps during the interview process.
Inconsistent Communication: Difficulty articulating strategies or ideas.
Example Scenario: During interviews, a candidate struggles to clearly explain their past projects or fails to answer questions directly.
Implementation: Use communication-focused interview questions to assess clarity and coherence. Provide opportunities for candidates to clarify or expand on their responses.
Resistance to Feedback: Inability to adapt or accept constructive criticism.
Example Scenario: A candidate becomes defensive when discussing past feedback, indicating potential challenges in adapting to new environments.
Implementation: Include questions about past feedback experiences and how candidates have used feedback to improve. Assess their openness to learning and growth.
Limited Technical Knowledge: Deficiencies in SEO or CMS proficiency.
Example Scenario: A candidate lacks familiarity with essential tools or demonstrates outdated knowledge of SEO practices.
Implementation: Include technical assessments to gauge proficiency in key areas. Provide resources or training for candidates with potential but limited technical skills.

Onboarding Considerations

Evaluate ongoing training needs and integration strategies for long-term success. Focus on how the candidate adapts to company culture and their proactive engagement in team activities. Explore AI Competency Identification to align skills with business needs.

Example Scenario: Develop a personalized onboarding plan that includes training sessions on company-specific tools and processes. Assign a mentor to guide the new hire through their initial projects.

Implementation: Conduct regular check-ins during the onboarding period to address any challenges and provide support. Encourage feedback from the new hire to continuously improve the onboarding process.

Common Mistakes: Avoid a one-size-fits-all approach to onboarding. Tailor the process to the individual’s background and the specific requirements of the role.

Effective candidate evaluation requires structured approaches. Modern assessment frameworks focus on demonstrated competencies.

Hiring the right content strategist involves a comprehensive assessment framework. By focusing on key competencies and using structured evaluations, you can secure the best talent for your team.