Carina Sitz works for Content Glory in the field of Content Creation and Management and knows her way around the tools of editorial work. She conducts interviews with experts and breathes life into the relevant information in the form of blogs and newsletters. When it comes to creating exciting content, she knows what matters: creating the link between the company and the target group.
What are your goals when conducting an interview?
My aim is to filter out information from personal conversations in a structured and efficient way. The type of question plays a decisive role in sketching a thematic area as quickly as possible. It is important to ask concise and concrete questions in order to get to the point quickly.
How do you approach a new project?
For me it is important to develop a feeling for the company in advance. Before the first joint meeting, I screen all of the company's assets. Then I ask myself the following questions: How is the company positioned? What are their core competencies? Who is the competition and how does it communicate? How can we stand out from the crowd? After that you can bring your first ideas on content and its tonality straight to the first meeting.
Which resources can be used for further research?
Once the assets have been screened, it is helpful to seek out experts in this field. This approach makes it much easier for you to get to grips with topics outside your field of expertise! In my experience, a natural interest is also a good basis for research. Contact persons can also come from your circle of acquaintances. I like to use resources that are already available.
Which characteristics should these experts have?
For me, expertise is a combination of structured knowledge, experience and enthusiasm. The existence of these qualities also determines the quality of the interviews.
How do you select interview partners?
I mostly interview employees of the company itself. If required, contact can also be established with external experts. In most cases, however, the knowledge is already available internally and is also produced there. Companies are breeding grounds for knowledge and expertise, which too often remain unused!
The perfect interview start?
To put it quite simply: an honest interest in people. That's it. Facing people with a natural interest in them and their work creates an open atmosphere and makes the conversation an enrichment for both sides.
Do you prefer to begin a conversation with a fixed list of questions or just spontaneously?
I usually keep the main topics open until the time of the interview. Have the courage to be spontaneous and listen to your own gut feeling. Nevertheless, an interview requires preparation. You have to learn how to deal with topics spontaneously.
What does exciting storytelling mean to you?
An article with good storytelling reads fluently, but still not too smoothly, it stands out with corners and edges, so that it is exciting enough to read on, but not too irritating to give up. It's about finding this fine balance. It is also important to coordinate the content precisely with the audience.
Are there mistakes you've learned from?
There are no stupid questions! The initial shyness to ask questions is unnecessary, because every interviewee is happy if you show honest interest.
This also benefits the later article, as you can meet customers at eye level?
That's the heart of the matter. Many publications are primarily about presenting a topic from the ground up. Experts who are much more familiar with the subject matter find it extremely difficult to zoom out. As a result, information cannot be communicated in an accessible manner.
What other advantages do interviews offer for targeted content?
Good content not only informs, but can also entertain. This dimension is enormously important to make content a good read. Interviews are perfectly suited for this. You get the other person to express knowledge in a simple and compressed way and that makes it understandable. If interviewees approach the answers in a too intellectual way, the output will often become too complex.
Why is it worthwhile to use this more complex method?
I just read a sentence yesterday that sums it up for me: Facts are the same for everyone, but feelings are individual. And that's exactly what makes the difference. An article about pure facts does not set companies apart from the crowd. But the integration of personal and emotional components creates content that is individual and cannot be imitated.
Are interviews the holy grail of Content Marketing?
It is certainly not the only best way to generate content. But it offers companies great opportunities: Many would be surprised how much relevant, authentic content they produce internally.
So the interviewee as a gold digger who unearths these treasures?
That's right! We have the same image in mind.
Why does Content Marketing by an agency makes so much sense?
Although companies have the necessary expertise, they tend not to have sufficient resources to prepare them in a structured and editorial form. Marketing departments are often hopelessly overloaded and it makes sense to outsource this creative work.
Finally: What do you recommend to the attentive readers who find this strategy interesting?
It is becoming increasingly important for companies to present themselves and their own topics to the public. This enables them to demonstrate character and attitude. The pure information transfer is indeed necessary, but no longer sufficient. You need a personal dimension. And interviews can emphasize exactly that.
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