Content Marketing
Developing content strategies, programs and tools in line with the organization’s marketing framework and objectives.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Monitors content consistency across digital properties and between the publicity and marketing departments.
- Collaborates with the design team to create new social media content that embodies the brand.
- Works closely with the marketing team to write user stories and requirements.
- Participates in the implementation and quality analysis of new content and functionality of the site.
- Performs basic content development activities under the direction (e.g., product updates, brand reviews, partner information).
- Applies integrated content principles, practices, and tools to own work when developing simple digital marketing communications products.
QUESTIONS
- Provide an example of how you have gathered the required content information for your tasks?
Probing Questions
* What did you do?
* Why was this necessary?
* How was the information used?
* What were the results?
Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Generates, edits, publishes and shares daily content (original text, images, video) that builds meaningful connections and encourages customers and community members to take action.
- Sets up and optimizes company pages within each platform to increase the visibility of the organization’s social content.
- Review site content for accuracy, timeliness, and consistency with the organization’s voice, brand, and mission.
- Creates performance reports for the website, including analysis of site user behavior, email acquisition campaigns, sweepstakes, giveaways and social media promotions.
- Reviews and edits digital and print content to ensure that they are aligned and integrated.
QUESTIONS
- Describe a situation when you were developing content for a specific product/service/brand and uncovered opportunities for other products/services/brands.
Probing Questions
* What did you do with this information?
* How did you communicate this information?
* What was the impact on your specific product/service/brand?
* What was the impact on the organization?
- Describe a situation where your knowledge of the product/service/brand was useful in developing a social media campaign.
Probing Questions
* Where did you obtain that knowledge?
* How was the information used?
* What were the results?
* What did you learn from the situation?
Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Identifies key opportunities to create new content and functionality on the e-commerce site while improving existing website content and functionality to grow conversion rates and create a better user experience.
- Creates processes to ensure that content schedules and budget commitments are met.
- Creates social media posts and ad copies.
- Monitors bid management of pay per click campaigns.
- Analyzes search engine optimization and pay per click campaign data and optimizes accordingly.
- Analyzes content data and delivers reports and summaries to understand the effectiveness of each content stream.
- Works closely with the technical team (internal and external) to ensure that new site development aligns with content management needs and roadmaps.
QUESTIONS
- Describe a situation where you were able to improve the user experience on your organization's website.
Probing Questions
* How did you determine priorities?
* How did you measure improvements?
* What was the impact on your organization?
* What did you learn from it?
- Describe a situation where you developed a content plan and then tracked sales reports to determine the value of the content activities.
Probing Questions
* What were the key factors you took into consideration in developing the plan?
* What were the results of tracking sales reports?
* What issues from the reports did you need to address? How did you manage them?
* What were the results?
Level 4. Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Manages the digital marketing creative development process in partnership with the in-house creative team to ensure creative is consistently optimized and consistent with the brand, marketing objectives, and strategies.
- Manages publisher, technology, and agency partner relationships.
- Executes social media strategy through organizational goals, competitive research, platform determination, benchmarking, messaging, and audience identification.
- Establishes key performance indicators to manage performance and communicate results/value to the leadership team.
- Reviews and advice on-site changes, improvements, and technical enhancements based on web analytics
- Manages relationships with external editorial, writers, or consultants to ensure that they are executing against content marketing strategy and driving tangible, compliant business results.
QUESTIONS
- Describe a time you determined the content development priorities, processes, and budgets for a new product/service/brand?
Probing Questions
* How did you do this?
* What factors did you consider?
* What were the results?
* What did you learn from it?
- Describe the content planning process you followed for a specific product/service/brand.
Probing Questions
* What did you need to accomplish?
* Who else was involved in the process?
* How effective were your steps? How did you measure effectiveness?
* What did you learn from it?
Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Develops and publishes case studies, testimonials, and stories that illustrate the brand and value of the organization and its offerings.
- Coaches and manages a content team to develop and execute against a social media strategy to meet the overall marketing goals of the organization.
- Develops and executes a content marketing strategy that drives public awareness, media coverage, and multi-channel and customer engagement.
- Optimizes the tools, systems, processes, and training to drive content performance.
- Oversees the writing, design, and production of press releases, member and provider newsletters, educational materials, handbooks, directories, manuals, promotional items, and website content while maintaining the organization’s brand and style guidelines.
QUESTIONS
- Describe a time you developed a long-term content plan for your product/service/brand.
Probing Questions
* What process did you follow?
* How did your plan perform?
* How did you communicate the plan?
* What was the result of your efforts?
- Describe a time you provided expert advice on content management to colleagues within your organization.
Probing Questions
* Who were you advising? Why?
* What advice did you provide?
* How was your advice received?
* What did you learn from it?