Map content to buyer journey stages. Top-of-funnel content drives traffic; bottom-of-funnel content drives conversions. You need both.
Strong answers cover: keyword research and search intent mapping, content pillars aligned to buyer journey stages (awareness, consideration, decision), content formats matched to channels, distribution strategy, and conversion optimisation (CTAs, landing pages, lead magnets). Best candidates mention content repurposing and measurement frameworks.
Tests strategic depth. Many marketers create content without a clear strategy. Look for a systematic approach that connects content to business goals, not just traffic.