Pic: itzafineday
Yesterday I spoke a bit about using interviews to spice up your content. The next question is: ‘who’ should you interview?
As always the place to start is with your audience. What problems are they trying to solve? Who’s opinion matters to them? Based on those answers you should have a good idea of who you should be talking to but if you’re still stuck, consider the following five types of people.
Five people you might like to interview:
- Interview Your Customers: Customer interviews and case studies act like testimonials for your product or service. They also help your audience of prospective customers envisage themselves using your product and seeing similar results.
- Interview Your Suppliers: This works especially well in retail businesses where your suppliers are likely to have a few insights that your audience will find interesting. Moreover, your suppliers should be keen to help out – encouraging sales through your businesses and promoting their own brand.
- Interview Industry Experts and Authors: Not only can they share useful insights but it also shows you as involved and active in the industry.
- Interview Successful Businesses in Your Audience’s Industry: Let’s say you sell high-end kitchens to the catering trade. An interview with a successful restaurateur – whether they’re a customer or not – will likely appeal to your likely customer base.
- Interview Your Staff: Staff interviews can help put a human face to your organisation, highlight key contacts and demonstrate the expertise inside your organisation.
Most importantly, who you interview and what you talk about shouldn’t be driven by your need to promote any particular part of your business but rather to answer the likely questions of your audience.
The purpose is to make your content attractive and engaging – and to position yourself as a trusted resource.
