As the content marketing manager here at Amplify, I conduct a lot of interviews. And I’m not talking about the “let’s go over your resume” type of interview. I interview industry experts, artists, audio engineers, bar owners, CEOs, horse track owners (that was an interesting conversation, to say the least) and the list goes on. So why am I asking such a wide range of folks so many questions? I use interviews to create blog posts, magazine articles, case studies, and a wide range of rich content.
I’ve found that knowing how to conduct an interview is an often overlooked, yet highly valuable skill in content marketing. You might be thinking, “how hard can it be? I’ll just jump on the phone, fire up the recorder and ask some questions.”
Well, it can be very difficult to get the information you need out of your interview subject. One sentence answers to questions, long-winded answers that are dramatically off topic, extremely limited time and availability, negative attitudes… there are myriad ways an interview can go sideways.
But at the end of the day, a great interview produces great content, and a bad interview…. not so great. So how can you make sure you’re on top of your interview game the next time you get on the phone with a content lead? Here are 5 tips essential tips to help you learn how to conduct an interview.
1. Do Your Homework
Before you pick up the phone or meet your interview subject in person, you need to be prepared for your conversation. Google is your best friend—learn as much as you can about their company and expertise, and research any background information about the project/event/subject you’ll be discussing. If the lead came from a colleague, speak to them first and collect any background information they may have. This saves valuable time during the call, and allows you to fine-tune your questions.
2. Create A List Of Questions
This may seem obvious, but you should never walk into an interview without your questions written down on a piece of paper or pulled up on your screen. But what if you already know what you want to ask? Doesn’t matter. You might get unexpectedly nervous or tripped up by an off-the-wall response. Or you may lose control over the direction of the conversation.
By having your questions in front of you, you’ll be able to steer the conversation in the right direction—even if something unexpected happens. Also, don’t ask too many—try and narrow it down to 10 and leave time and space to ask follow-up questions on the fly. More on that in a minute.
3. Make Small Talk
OK, it’s time for the interview. But before you start peppering someone with questions, it’s a good idea to start the conversation casually. I’ve found that asking someone where they’re from, how the weather is that day or other informal questions makes the interview much more enjoyable.
Often people start out the conversation nervous and a little guarded—no one wants to say something wrong and getting interviewed is not really an everyday experience for most of us. A little bit of small talk at the start of your call really helps everyone relax (you included), and usually creates a nice flow for the rest of the interview.
4. Ask Open-Ended Questions
“Do you like xyz product?”
“It’s pretty good.”
Uncomfortable silence.
“OK here’s my next question…”
This is not how you get a great quote or anecdote out of your interview. Instead of asking if someone likes something, ask specific but open-ended questions. A better question would be “How did xyz product perform in xyz situation?” Or how did xyz help you achieve your creative objectives for this project?”
Obviously, the questions will vary depending on the person or situation, but open-ended questions often lead to interesting and unexpected places. When this happens, your best material, even the angle of your story, will come from asking follow-up questions at that time.
5. Is There Anything Else You Would Like To Add?
As a rule, I always end each interview by asking if there’s anything they’d like to add to the story. This is another strategy that often leads to the best responses and material. Sometimes they have nothing else to say, but sometimes it can be the cherry on top of a great interview. Again, ask follow-up questions if you find something interesting.
Final Thoughts
Like anything, learning how to conduct an interview takes time, but your interviewing skills will get better with practice. You’ll develop your own style, flow and strategies. Don’t get discouraged if an interview goes off the rails or doesn’t give you the material you hoped for—you can always follow up with another conversation or ask more questions via email.
Want help developing a content marketing strategy for your brand? Contact the Amplify team today.
