How to Interview a Thought Leader for Your Content Marketing
How to get the material you need from an expert in the most timely, effective way possible
In any business, but especially in B2B organisations, there are internal experts who hold all sorts of valuable knowledge. If appropriately packaged, this knowledge could provide you with valuable thought leadership content to engage prospects and clients. As a content marketer, your job may often be to interview those experts and turn their knowledge into accessible thought leadership material. Here’s how…
Don’t Do an Interview!
This may seem an odd tip to begin with, but in-depth, formal interviews are very time-consuming all around, so if both parties are happy to find a quicker way, go for it. We’re not talking about hard-hitting news here, after all. We’re talking about a conversation between two people with shared goals.
Or Write the Interview for Them
What you can do instead of a formal interview is email the subject some questions they can answer with a few bullets, which you then work up. Or, you might even agree to just write up the article in interview format and get the subject to review it afterward. Content writers frequently ‘ghost-scribe’ for…
