How to use interviews in your content marketing strategy
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When you think of the interviews, your mind probably wanders to the journalists, or the celebrities promoting their latest movie, or that awful job interview you once had. You’re probably not thinking about your content marketing strategy. But we are here to change that!

Interviews can have a huge impact on your business’s content marketing strategy. The process of turning conversation into content is incredibly beneficial … and easier than you might think.

In this blog, we’ll show our tips on doing interviews and converting the conversation into new content for your audience.

Who do I interview?

When you include interviews in your content marketing strategy, your first hurdle will be choosing the right person to interview.

An industry leader will make a excellent interviewed. They have a wealth of knowledge and will spark the interest of many people in your industry, including your clients and clients.

Fellow business owners in your industry are also a great choice. Interviewing clients or customers is also helpful as they have first-hand experience of your product or service.

And don’t forget your employees! If you have an audience invested in your team, interviewing an employee can be great, especially if they specialize in a specific area.

How to approach them?

If you already have a relationship with them, it’s much easier to hook up and invite them for an interview. However, if you want to interview something you’ve never met, like an industry leader or influencer, you’ll need to think about it a bit more.

You can start building a professional relationship by connecting and interacting with them on social media platforms before contacting them directly. If that goes well, you can choose to contact them through direct messaging on social media.

Alternatively, an email is usually a good idea as it is non-invasive and allows them to think about it and respond to it at their own pace.

how to use interviews in content marketing strategy

When addressing your potential interview, you should briefly explain who you are, why you want to interview them specifically, and discuss the purpose of the interview.

You should also explain what you are going to do with the interview, for example, where will it be posted, etc.

Don’t be afraid to be honest. If you are a fan of their work, let them know! Building a professional relationship based on mutual interests and respect is essential to obtain excellent interlocutors.

Prepare for the interview

Once you and the other person have decided on a topic to discuss, you should prepare at least 10 open questions. Think about what the audience might want to know when preparing your questions.

Try to organize the questions so that they flow naturally from one to the next, with the final question leading to a “summary” of the topic. Your questions don’t have to start with when, why, who, what, etc. You can also start with « tell me about … »

Make sure you have a strong but short intro and ending. You should also let the other person know about questions in advance, so that they have time to prepare informative answers.

Include interviews in your content marketing strategy

Interviews can be woven into various aspects of your content marketing strategy. An interview can lead to blogging, video content, infographic, social media posts, and organic backlinks!

To get the most out of your interview, make sure it’s recorded (like a podcast) or filmed.

Social media

When doing an interview, you need to talk about it on social media before, during, and after. Create charts, tag the respondent’s social media channels, and post about it multiple times.

Beforehand, you can announce the interviewee and ask your social media followers if there are any questions or topics they would like to be discussed during the interview.

Video content

Interviews make perfect video content! And if there’s anything algorithms love, it’s video content. Google, Facebook, Instagram…. most search engines and social media platforms encourage video content. Why? Because people love videos.

Make sure your video includes captions and your company logo before you format it for your social media channels and embed it on your website.

use interviews in the content marketing strategy

Blogs

The first thing to do after the interview is to transcribe it. Once the conversation is written down on paper, it’s much easier to turn into an informative and relevant blog (or two, depending on how deep you got into the topic!).

You can also take direct quotes from the interview and incorporate them into existing content on your website.

Additionally, the topics covered and the answers provided during the interview will likely inspire many future blog posts and interview topics.

Infographics

Besides blog posts, interview content can also be used to create handy infographics. For example, if I was going to interview an industry leader on, say, building backlinks, I would pick key points from the discussion and use them for an infographic. It could be titled « The 5 Best Tips for Building Backlinks As Says an Industry Leader ».

Backlink building

Speaking of backlinks …. quality, informative content leads to organic backlinks. Your interviewer will likely use the interview to their advantage by sharing it on their own social media and website – this leads to an organic backlink!

Plus, if the interview answers popular questions and touches on your audience’s common issues, your audience is more likely to share and connect with it.

Get in touch

GrowTraffic is an award-winning digital marketing agency based in Lancashire and Yorkshire. We specialize in SEO and content marketing, but we offer a wide range of digital marketing services.

If you would like help with your content marketing strategy, please do not hesitate to contact us. You can also check out the GrowTraffic blog for tons of helpful tips, tricks, and guides.

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