Nailing Interviews for B2B Content Creation: 7 Tips

Nailing Interviews for B2B Content Creation: 7 Tips
Stephanie Tilton - Thu May 20, 2010 @ 02:36AM
Comments: 153

If you create content for your organization, you likely find yourself interviewing a range of subject matter experts, including executives, internal engineers, product managers, recorderpartners, and customers. Conducting an effective interview is critical to getting the information you need to develop your content, whether that's a compelling case study, engaging eBook, or accurate data sheet. Here are seven tips to help you do just that.

1. Conduct upfront research. Do a bit of research before the interview to get your head around the topic. Ask the interviewee for relevant background materials that you can review. Supplement that with your own research, such as by reading the latest messaging document, recent press releases, trade publication articles, annual reports, and third-party analyst reports.

2. Develop a questionnaire. Don’t go into an interview without documenting the questions you intend to ask. As the one who needs to capture enough information to develop content, it's up to you to get the information you need. By immersing yourself in the topic while conducting research, you should find inspiration for questions that help draw out unique angles. And by preparing questions ahead of time, you'll feel more confident about the story you're hoping to tell. Plus, a list of questions will help you keep the call on track if you're dealing with a non-stop talker, or with an interviewee who isn't sure where to begin in terms of sharing his or her knowledge.

3. Prep the interviewee. There’s a lot to be said for the element of spontaneity in an interview. However, there’s nothing more frustrating than starting an interview only to find out that the person can’t answer the questions. To avoid this roadblock, send the interviewee a general set of questions ahead of time, perhaps as you’re scheduling the interview time. This allows the person to decide if he or she is the appropriate interviewee, and to make sure all information (such as ROI metrics for a case study) is in hand during the interview.

4. Record the interview. Ask the interviewee for permission to record the conversation. Recording the exchange allows you the freedom to truly engage in the discussion instead of focusing on furiously jotting down the person's responses to your questions.

5. Ask open-ended questions. Getting lots of “yes” and “no” answers won't provide you with the detail you need. So instead of asking a question such as "Do property managers struggle to effectively collect data related to energy consumption?," ask "What are the top three or four reasons that property managers struggle to collect data related to energy consumption?" As another example, instead of asking a customer if your solution helped her organization achieve its objectives, ask how your solution helped her organization do that. And don't hesitate to reword your question if you're not getting at the level of detail you require. If need be, simply say: "Please elaborate on that point" or "Tell me more about how your HR managers use the reports to make better decisions."

6. Leave room to veer from the script. Some of the most interesting questions are prompted by the interviewee’s responses to your original questions. Listen carefully to answers (this is why it's helpful to record the call) and be sure to follow a new line of questioning if it will add value to the content you plan to create.

7. Manage the interview. Remember, you're conducting the interview so that you can gather enough information to develop a content asset. Don't let a long-winded interviewee dominate the conversation to the point that you don't get your questions answered. Similarly, reword your questions and keep probing if the interviewee isn't offering up enough detail. If you're not getting what you need, perhaps it makes more sense to interview a different subject matter expert.

Do you have suggestions to add? Please share them!

About the author: Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. You can follow her on Twitter or read more of her posts on Savvy B2B.

*Photo credit: smiling_da_vinci

Comments: 153

Comments

51. snehith  |  my website   |   Wed Oct 04, 2017 @ 06:45AM

If you are new to the Google family and willing to create Gmail account then you have landed to the perfect website for it
<a href="http://gmaillogins.xyz/create-new-www-gmail-com-account-gmail-sign-up-login/"> Gmail signup</a>

54. rehab   |   Thu Oct 19, 2017 @ 05:43AM

<a href="http://al-aneqa.com">متجر الأنيقة</a>
<a href="http://al-aneqa.com">منتجات نسائية </a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">
جهاز تصغير الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الانف بدون جراحة</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تجميل الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تقويم الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تنحيف الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">جهاز تصغير الانف بالرياض</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">مقوم الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">جهاز الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الخشم</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">اسعار تجميل الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">اسعار تجميل الانف بالرياض </a>
<a href="http://al-aneqa.com">, منتجات متجر الانيقه</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الشعر الأفغاني الخام</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش خام</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش افغاني</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت لتكثيف الشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيوت لتطويل الشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">سعر زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الحشيش للذقن</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130"> زيت الحشيش للشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">فوائد زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">طريقه استخدام زيت الحشيش </a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">مقشر كوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">مقشر شمع ميس موتر</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">ميس موتر,</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
"> واكس اليدين</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">واكس القدمين</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">الواكس الكوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">شمع ميس موتر الكوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">شمع مقشر اليدين ميس موتر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=124">مقشر ميس موتر</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">المشد السحرى للوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">مشد الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">شد الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60"> شد بشره الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">مشد الوجه السحري</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">تنحيف الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60"> تنحيف الخدود</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريم نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريمات نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">تسمين اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">نفخ الكفوف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريم تسمين اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">خلطه لنفخ وتبييض اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">تسمين اليدين بسرعة </a>

55. rehab   |   Thu Oct 19, 2017 @ 05:44AM

<a href="http://al-aneqa.com">متجر الأنيقة</a>
<a href="http://al-aneqa.com">منتجات نسائية </a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">
جهاز تصغير الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الانف بدون جراحة</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تجميل الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تقويم الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تنحيف الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">جهاز تصغير الانف بالرياض</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">مقوم الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">جهاز الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">تصغير الخشم</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">اسعار تجميل الانف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=11">اسعار تجميل الانف بالرياض </a>
<a href="http://al-aneqa.com">, منتجات متجر الانيقه</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الشعر الأفغاني الخام</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش خام</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت حشيش افغاني</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت لتكثيف الشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيوت لتطويل الشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">سعر زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">زيت الحشيش للذقن</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130"> زيت الحشيش للشعر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">فوائد زيت الحشيش</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=130">طريقه استخدام زيت الحشيش </a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">مقشر كوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">مقشر شمع ميس موتر</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">ميس موتر,</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
"> واكس اليدين</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">واكس القدمين</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">الواكس الكوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">شمع ميس موتر الكوري</a>
<a href="
http://beautyline1.com/index.php?route=product/product&product_id=124
">شمع مقشر اليدين ميس موتر</a>
<a href="http://beautyline1.com/index.php?route=product/product&product_id=124">مقشر ميس موتر</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">المشد السحرى للوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">مشد الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">شد الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60"> شد بشره الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">مشد الوجه السحري</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60">تنحيف الوجه</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=60"> تنحيف الخدود</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريم نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريمات نفخ اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">تسمين اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">نفخ الكفوف</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">كريم تسمين اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">خلطه لنفخ وتبييض اليدين</a>
<a href="http://al-aneqa.com/index.php?route=information/information&information_id=69">تسمين اليدين بسرعة </a>

57. Souravs  |  my website   |   Fri Oct 27, 2017 @ 03:58PM

Very Good Article. Nice work

58. Sugar Daddy Dating  |  my website   |   Wed Nov 01, 2017 @ 09:38PM

<a href="https://sugarmummyconnect.co">Sugar Mummy Dating</a> is a new trend of <a href="https://sugarmummyconnect.co">Older women dating</a> younger men who are in turn paid to love and care for these women. A lot of young men are jumping into this kind of relationship these days for the benefit of it. <a href="https://sugarmummyconnect.co/find-match/">Find Sugar Mummies</a> of your dream now.

<a href="http://www.richsugardaddydatingsite.com/">Sugar Daddy Dating</a> is similar to that of Sugar Mummy Dating discussed above. Rich Sugar Daddy Dating Site is the leading <a href="http://www.richsugardaddydatingsite.com/">Sugar Daddy Dating Site</a> on the internet today where you can <a href="http://www.richsugardaddydatingsite.com/search/label/sugar?&amp;max-results=7">find rich sugar daddies</a> willing to pay you for your love and care.

60. Curso de laços e tiaras  |  my website   |   Thu Nov 23, 2017 @ 05:48AM
61. Trabalhar como assistente virtual  |  my website   |   Thu Nov 23, 2017 @ 05:58AM
62. Curso de laços e tiaras  |  my website   |   Thu Nov 23, 2017 @ 06:10AM
64. MX Player Pro Apk Free Download  |  my website   |   Thu Dec 14, 2017 @ 05:35AM

MX Player Pro Apk Free Download

68. arohi  |  my website   |   Mon Dec 18, 2017 @ 09:57AM
71. TubeMate  |  my website   |   Thu Dec 21, 2017 @ 10:54PM
72. arohi  |  my website   |   Thu Dec 21, 2017 @ 10:57PM
73. Missingapk  |  my website   |   Sat Dec 23, 2017 @ 10:58PM
74. missingapk  |  my website   |   Tue Dec 26, 2017 @ 10:21PM

<a href="http://www.missingapk.com/2017/12/download-gbwhatsapp-apk.html">Download GBWhatsapp Apk Latest Version 2018</a>

75. missingapk  |  my website   |   Fri Dec 29, 2017 @ 04:12AM
76. missingapk  |  my website   |   Sat Dec 30, 2017 @ 11:27PM
77. missingapk  |  my website   |   Sat Dec 30, 2017 @ 11:28PM

<a href="http://www.missingapk.com/2017/12/freedom-apk.html">Freedom Apk Download Free 2018</a>
<a href="http://www.missingapk.com/2017/12/vivavideo-pro.html">VivaVideo Pro App Free Download</a>
<a href="http://www.missingapk.com/2017/12/download-gbwhatsapp-apk.html">Download GBWhatsapp Apk Latest Version 2018</a>
<a href="http://www.missingapk.com/2017/12/download-whatsapp-plus-apk-2018.html">Download Whatsapp Plus Apk Latest Version </a>
<a href="http://www.missingapk.com/2017/12/dream-league-soccer-2018.html">Dream League Soccer 2018 Download</a>
<a href="http://www.missingapk.com/2017/12/mx-player-pro-apk-free-download.html">MX Player Pro Apk Free Download</a>
<a href="http://www.missingapk.com/2017/12/download-shareit-for-windows.html">Download SHAREit For Windows PC</a>
<a href="http://www.missingapk.com/2017/12/mini-militia-apk-pro-mod-download.html">Mini Militia Apk Pro Mod Download</a>
<a href="http://www.missingapk.com/2017/12/download-whatsapp-messenger.html">Download Whatsapp Messenger</a>
<a href="http://www.missingapk.com/2017/12/whatscan-apk-whatsapp-web-app.html">Whatscan Apk For Whatsapp Web App</a>
<a href="http://www.missingapk.com/2017/12/download-shareit-apk.html">Download SHAREit Apk</a>
<a href="http://www.missingapk.com/2017/12/whatsapp-beta-apk-download.html">Whatsapp Beta Apk</a>
nice Also check-<a href="http://www.missingapk.com/2017/12/clash-of-clans-apk-download.html">Clash Of Clans</a>
<a href="http://www.missingapk.com/2017/12/lucky-patcher-apk-download.html">Lucky Patcher 2018</a>
<a href="http://www.missingapk.com/2017/12/yowhatsapp-mod-apk-download-2018.html">YoWhatsapp Mod Apk 2018</a>
<a href="http://www.missingapk.com/2017/12/vivavideo-pro.html">VivaVideo Pro App Free Download</a>
<a href="http://www.missingapk.com/2017/12/download-tubemate-youtube-downloader-2018.html">Download TubeMate YouTube Downloader 2018</a>

81. Buy XRP In India  |  my website   |   Wed Jan 03, 2018 @ 11:46PM

Here is the detailed guide to buy XRP in India

82. Buy XRP In India  |  my website   |   Wed Jan 03, 2018 @ 11:47PM

Here is the detailed information to buy XRP in India

84. rohit  |  my website   |   Sat Jan 06, 2018 @ 02:05PM

Thanks for sharing this amzing article and i think you know about <a href="https://luckypatchermod.net/">lucky patcher apk download latest version</a> and i think it works like a charm. PLease post more article like this and i will visit here again.

85. missingapk  |  my website   |   Tue Jan 09, 2018 @ 06:36AM

Download OG YouTube 2018 Latest Version 2018 :http://www.missingapk.com/2018/01/ogyoutube.html

86. best VPN for Android  |  my website   |   Tue Jan 09, 2018 @ 04:00PM

nice work

88. Adil Anwar  |  my website   |   Fri Jan 12, 2018 @ 12:07AM

your article was interesting. happy to read and know about all the 7 tips.

91. Google Customer Service Number  |  my website   |   Thu Jan 18, 2018 @ 05:46AM

If you are facing any query related to the Google service don't hesitate to call Google Customer Service Number or to visit

92. Gmail Customer Service Number  |  my website   |   Thu Jan 18, 2018 @ 11:22PM

Our Gmail Customer service will guide you from our highly experienced tech support team. Need any help related to Gmail contact us

93. Yandex-customer-service  |  my website   |   Thu Jan 18, 2018 @ 11:33PM

Yandex Customer Service provide help and support for Yandex. If you have any issue in your Yandex mail. contact us. Your issues will be solved instantly.

94. google support  |  my website   |   Fri Jan 19, 2018 @ 05:10AM

when your app not working properly or not responding then update your app from your app store or you can also re-install the app on your device then its work. if you have known more about it then contact google support.

95. Missingapk  |  my website   |   Sat Jan 20, 2018 @ 11:27PM
96. missingapk  |  my website   |   Sat Jan 20, 2018 @ 11:30PM
97. Tim Olivers Pool Service  |  my website   |   Sun Jan 21, 2018 @ 08:33AM

porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn

http://openpantie.com
http://naughty93.com

<a href="http://openpantie.com">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

<a href="http://naughty93.com/">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

98. Tim Olivers Pool Service  |  my website   |   Sun Jan 21, 2018 @ 08:34AM

porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn

http://openpantie.com
http://naughty93.com

<a href="http://openpantie.com">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

<a href="http://naughty93.com/">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

99. Tim Olivers Pool Service  |  my website   |   Sun Jan 21, 2018 @ 08:34AM

porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn

http://openpantie.com
http://naughty93.com

<a href="http://openpantie.com">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

<a href="http://naughty93.com/">porno 93,brazzer porno,brazzer hd,brazzer porn,openpantie.com,porno93,brazzer porn,brazzer 93,brazzers hqporner,brazzer free,bangbros hd,hd porn usa,hd local porn</a>

100. Kodak Printer Support   |   Mon Jan 22, 2018 @ 03:15AM

came on your site while searching on google. Its quite informative.
http://www.magcloud.com/user/divyachaudhary9

powered by Doodlekit™ Free Website Builder