Your B2B content strategy can benefit from expert interviews if you want to engage with your target audience. Discover how to conduct interviews and use the findings in your material.
Because the B2B sector might be specialized and specialized, some people might believe they need to be experts to develop a successful content strategy. What if I told you that with a little experience and little money, you can develop a plan like a pro?
When done properly, interviews can be a very effective method for learning in-depth information about someone or something.
In B2B settings, where we may use the Problem > Solution > Impact framework to direct the process, this is especially helpful. In this post, we’ll examine why conducting interviews is a crucial step in the onboarding process for new clients, who to interview, how to prepare, and a few pointers and example questions to get you started.
When working in a field or area that you might not be familiar with, interviewing is a really helpful technique. This is because it can be applied as a study technique to comprehend culture.
Understanding people’s consuming and purchasing patterns, as well as their reasons, requires an understanding of culture, which is described as a system of beliefs, worldviews, and values that impact behavior and the material world around a segment of society.
Interviews allow for human connection, fostering empathy and providing insights that are frequently not possible to obtain in other settings, which is why anthropologists utilize them to better understand human behavior.
Last year, I was working with a B2B SaaS firm in a specialized field. Despite conducting as much web research as I could, I was still unsure of how to generate content that would interest readers and turn them into paying clients.
My material made it plain that I wasn’t one of them, which made me feel like a phony.
Without that human element, my writing felt lifeless and failed to address the primary motives or issues facing people or businesses in that sector.
I decided to put my anthropology training to use at this point.
I inquired about setting up an interview with one of the startup’s employees. I learned so much about the business and the sector, and it was priceless. This then made me think of a family member who also works in the industry, so I asked them if I may interview them for 30 minutes.
These two interviews helped me gain a much deeper insight into the daily tasks and workflow of my client, the expectations of their clients, and the business culture in general.
This ultimately assisted me in producing better material that appealed to their intended market. There are people behind the keywords even if SEO seems technical and more quantitative.
Humans have a vast array of influences, experiences, history, and commercial myths to consider.
Who to Interview
It depends on your capacity and how many resources are available. A 20-minute video call can serve as an interview, or it can be as in-depth as an hour-long conversation over coffee. It also depends on the breadth and depth of the subject. Usually, you’ll start by researching the company and its sector. Start your descent down the rabbit hole at Wikipedia.
You’ll know where your knowledge is lacking more clearly after finishing your task.
You can use this to choose who to interview. It might be a member of staff from the client company, a LinkedIn user, or even a third cousin who works in the sector. To find someone you can get along with, use judgment and professionalism.
Practice Makes You Better
If you’ve never conducted interviews before, rehearsing a few techniques will help you out greatly. There are no second chances, and it appears simpler than it is. The two components of interviews that I believe are most crucial are discussed below, along with tips on how to prepare for both.
Choose a prominent place in your community, such as a sporting event, a local mall, a flea market held on weekends, or a dog park. Don’t type; instead, use a notebook and a pen. Find a place to sit for around 30 minutes, taking notes while taking in your surroundings.
No need to act as a spy or lurk in the bushes. Blend in, but pay attention. For five minutes, jot down as many details as you can about what you see. Take a five-minute break, review your notes, and then repeat three more times.
You will learn better note-taking skills and how to observe rather than participate in this process. You shouldn’t be taking notes continuously during your interview. With the participant’s permission, the interviews should be taped, and notes should be used to fill in the blanks.
Was there a particular subject where the interviewer tensed up? Did they converse about another with excitement? Keep them in mind.
Another ability that is crucial for a successful interview is active listening.
Being present and involved in a conversation are key components of active listening. This implies that you are paying close attention to what the person says and considering their viewpoint and thoughts while keeping your own to yourself.
Invite a friend to assist you in this activity to strengthen your active listening skills.
Set a five-minute timer.
While the other listens, one of you talks about a story or explains something.
The listener will make an effort to retain as many specifics of what was just said after five minutes.
Swap positions and do it again.
This practice promotes the development of presentence, listening skills, and patience (the ability to wait your turn to speak).