Your interview content doesn’t have to be so dry. Just put a little more effort into the questions. Stop sending lists of boring questions to people and publishing their boring responses. If you work in the B2B space, you likely have partnerships with other companies. These partners can be great sources of interview content. 1. Your partner's audience is usually the same as yours or significantly overlaps. 2. The ask is easier because the relationship already exists. 3. You can make it repeatable for a steady source of content. ► But beware! Partnership content can quickly become sucky. It can easily become sales pitchy, boring, existing only to check a marketing box. ► To create partnership interviews that don't suck, do the following: 1. Find someone within your partner company who's used to being interviewed. Do your research before you approach your partner, and have a specific person in mind. 2. Brainstorm controversial opinions with that person. You're looking for: → Best practices they don't recommend following → Big mistakes they've made in their careers → Things they believe that many of your customers might be doing wrong → Ways they'd change the industry, that make sense, and that you haven't heard anyone else say before 3. Have an in-person conversation and record it. Don't post the raw footage. Instead, rewatch the candid conversation and look for moments where you: → Both laughed → Agreed strongly → Someone looks surprised Then, develop interview questions on those points and ask them to go deeper. 4. Offer them an incentive. Tell them it's because you want more than an hour of their time in preparation so you can produce something very high quality. 5. Don't have them talk too much about their company or product. Obviously, they'll want to plug it, but save it for the end. When people start making big macro statements about how their companies and products fit into the industry, legal and PR teams start nixing stuff. Keep it high-level and valuable. 6. If you've got a good working relationship with a partner, you can create a repeatable process that includes exposure to their relevant audience. This can become another organic channel. ► What's your recommendation for great interviews with partners? #Interviews #InterviewContent #ContentMarketing #B2BInterviews #PartnerInterviews #OrganicContent
Can you show us a real life example?
Megan Morreale love insights. Making recordings as genuine as possible is important right? so it feels neutral and and even valuable!
Marketing Director and Digital Content Strategist
8moRemember you're interviewing a human. They are so much more than what they do. Their work does not define them. Further, go off script. You may have a list of questions, but if you're listening well, you can take a deeper dive into something they bring up. Lastly, listen more/talk less. This isn't about you :)