Even the most prolific marketers have days when they're absolutely stumped. They need a blog post or an article fast - and they have no idea where to start.
Next time you're in this situation, try an interview. The concept of the content marketing interview is simple: find an expert in your field (this can even be someone from your own organization) and interview them. Then, just transcribe and edit the interview and you're done.
These six tips will help you master the art of the content marketing interview.
1. Seek out expertise - but don't be too picky. Don't worry if your interviewee isn't a well-known name in the industry. Nearly everyone within your organization is an expert at something; as an interviewer, your job is to get the interviewee to share a portion of their unique knowledge.
2. Tailor your questions. Once you've found someone who is available for an interview, consider their area of expertise. If you're interviewing a project manager with a knack for overcoming obstacles and delivering projects on time, ask her questions about common project pitfalls and tips for avoiding them.
3. Remember the 5 W's. Who, what, where, why and when are the questions every journalist knows to ask. If you're having trouble coming up with questions, use the 5 W's as a reference to make sure you have all your bases covered.
4. Wait it out. Often, amateur interviewers are easily unsettled by a reluctant interviewee. Instead of becoming flustered, try this interview technique. Ask an open-ended question and then wait a few seconds - the interviewee will likely chime in with additional information that's more spontaneous and informative than their initial reply
5. Use technology. The easiest way to turn an interview into content is with an audio recording. If you conduct the interview in person, use a basic microphone plugged into a digital audio recorder. For a phone interview, use an online call service such as Skype combined with inexpensive call-recording software. In either case, be sure the interviewee gives you permission to record the interview. Finally, save yourself even more time by sending the file to a transcription service
6. Finishing touches.
Megan Tsai is a seasoned communicator and award-winning writer. As a full-time freelancer, she provides business writing, copywriting and marketing communications for companies and advertising agencies.
Visit http://www.RedWagonWriting.com to learn more and sign up for the Red Wagon Writing monthly e-mail newsletter full of writing and marketing tips.
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