Two for the price of one: create multiple articles from a single interview
Want to maximise the potential of a single interview? Careful planning, thorough research and solid interviewing tactics can help your brand generate effective – and highly efficient – content across channels.
Conducting interviews can be a time-consuming process. So how can comms teams make the most of these conversations? By maximising the quotes and insights they gather to develop more than one article from a single discussion.
Interviewing colleagues about the work they’re doing to support women in the workplace? Include additional questions about the employee resource group they’re part of so you can produce a follow-up feature on the network later on.
Or perhaps you have a call with an expert to gather insights for a sustainability report. If you ask the right supplementary questions, you could also produce a long-form article that delves into a specific subtopic – such as regenerative farming or efforts to reduce food waste.
We’re always on the lookout for opportunities to collect insights and information that can be used to create quick-win content. In fact, when a senior colleague’s demanding schedule allowed us just a 30-minute time slot for an interview, we still managed to gather enough material for a written-through feature and first-person thought leadership article. A win-win situation!
We’re not suggesting that you should neglect your initial brief – fact-finding for that piece should be your priority. But if you plan carefully, have a solid grasp on the most (and the least) important interview questions and manage your time effectively, you might be able to populate your editorial calendar with multiple articles – and save your team valuable time and effort.
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Need help with creating compelling content for your brand? Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.