Did you know that 73% of consumers find content from brands that offer helpful marketing information more appealing? That’s right – people crave valuable insights. If you’re ready to tap into the minds of the best, learning how to conduct effective interviews with marketing experts can be a real competitive advantage. But how do you even begin to connect with these pros and extract gold?
Key Takeaways
- Secure interviews by offering value upfront, such as promoting the expert’s work to your audience of 10,000+ subscribers.
- Prepare targeted questions that go beyond surface-level answers to uncover actionable marketing strategies.
- Promote the interview across multiple platforms like LinkedIn, X, and industry-specific forums to maximize its reach.
The Power of Perspective: 65% of Marketers Rely on Expert Opinions
According to a recent IAB report on the state of digital advertising, 65% of marketers actively seek and rely on expert opinions to inform their strategies. They aren’t just reading blog posts; they’re looking for deeper insights. This number, documented in the IAB’s 2024 State of Digital Advertising Report, suggests that marketers recognize the value of learning from those who are actively shaping the industry. In my experience, this drive comes from a desire to avoid costly mistakes and implement proven strategies. Think about it: are you more likely to trust a generic blog post or the advice of someone with years of experience and a track record of success? I know where my money is.
Content is King, but Context is Queen: 80% Prefer Interviews
A survey by Nielsen, detailed on their insights page here, found that 80% of consumers prefer content formats that provide context and deeper understanding, such as interviews and expert discussions, over purely informational articles. This is huge. It’s not enough to just regurgitate facts; people want to understand the “why” behind the “what.” Interviews provide that layer of context, allowing viewers or readers to connect with the expert on a more personal level. They want to understand the thought process and the reasoning behind the decisions. This is where you, as the interviewer, come in. Your questions need to dig beneath the surface and uncover those hidden gems of wisdom.
Engagement Gold: Interviews Generate 3x More Shares
HubSpot’s 2025 Content Marketing Report found that interviews consistently generate three times more social shares than standard blog posts. You can see the full report here. Three times! This isn’t just about vanity metrics. Increased shares mean increased visibility, which translates to more traffic and brand awareness. The key here is to create compelling, shareable content within the interview. This means asking questions that elicit thought-provoking answers and packaging the interview in an engaging format. Think about creating short, quotable snippets for social media or designing visually appealing graphics to accompany the interview. We had a client last year who saw a 400% increase in website traffic after implementing a strategy focused on expert interviews. The difference was night and day.
The Contrarian View: Data Doesn’t Equal Truth
Here’s where I disagree with some of the conventional wisdom. While data is important, it shouldn’t be the only factor driving your interview strategy. Some argue you should only interview experts with massive social media followings or those who have been featured in major publications. I think that’s short-sighted. Sometimes, the most valuable insights come from those who are quietly building impressive results, under the radar. These individuals might not have the same level of public recognition, but their expertise can be just as – if not more – valuable. Don’t be afraid to seek out the unsung heroes of the marketing world. You might just uncover a hidden gem. I have found that focusing on real-world, actionable insights, not just popularity, leads to more valuable content. Plus, giving a platform to lesser-known experts can be a huge value-add for them, making them more likely to say yes to an interview.
Getting Started: From Outreach to Publication
So, how do you actually get started with interviews with marketing experts? Here’s a breakdown of the process, based on what I’ve learned over the years:
- Identify Your Target Experts: Start by identifying the specific areas of marketing you want to explore. Are you interested in SEO, content marketing, social media, or paid advertising? Once you have a focus, research the individuals who are leading the way in that area. Look beyond the big names and consider those who are actively contributing to the community through blog posts, conference presentations, or open-source projects.
- Craft a Personalized Outreach Message: Generic outreach emails are a one-way ticket to the trash bin. Instead, take the time to research each expert and craft a personalized message that demonstrates you’ve done your homework. Mention a specific article they wrote, a presentation they gave, or a project they worked on. Explain why you admire their work and how their insights would benefit your audience. Crucially, offer something of value in return, such as promoting their latest book to your email list or featuring their company on your podcast. Consider offering a spotlight in your brand amplifier strategy, for example.
- Prepare Targeted Questions: Don’t just ask generic questions that can be answered with a quick Google search. Instead, prepare targeted questions that delve into the expert’s unique perspective and experience. Ask about specific challenges they’ve faced, strategies they’ve implemented, and lessons they’ve learned. Focus on actionable insights that your audience can apply to their own marketing efforts.
- Conduct the Interview: Choose a format that works best for you and the expert. Video interviews are great for building rapport and creating engaging content, but audio interviews can be easier to schedule and produce. Regardless of the format, make sure you have a clear agenda and stick to the allotted time. Be an active listener and don’t be afraid to ask follow-up questions to clarify or expand on the expert’s answers.
- Promote the Interview: Once the interview is complete, it’s time to promote it across all your channels. Share it on social media, email, and your website. Tag the expert and encourage them to share it with their audience as well. Consider repurposing the interview into multiple formats, such as blog posts, infographics, and short video clips.
How do I find marketing experts to interview?
Start by identifying your niche within marketing (e.g., SEO, content marketing, social media). Then, use platforms like LinkedIn, industry blogs, and conference websites to find individuals who are actively contributing to that space. Look for those with a strong track record of success and a willingness to share their knowledge.
What are some good questions to ask marketing experts?
Focus on questions that go beyond surface-level answers. Ask about specific challenges they’ve faced, strategies they’ve implemented, and lessons they’ve learned. For example, “What’s the biggest mistake you see marketers making in [specific area]?” or “Can you share a case study where you saw a significant ROI from a particular campaign?”
How do I convince a busy marketing expert to give me an interview?
Offer value upfront. Explain how the interview will benefit them, such as exposure to your audience, promotion of their work, or a chance to share their expertise with a new audience. Make it easy for them by offering flexible scheduling options and providing a clear agenda.
What’s the best format for conducting interviews with marketing experts?
It depends on your resources and the expert’s preferences. Video interviews are great for building rapport and creating engaging content, while audio interviews can be easier to schedule and produce. Written interviews are another option, but they may lack the personal touch of video or audio.
How do I promote my interviews with marketing experts?
Share the interview across all your channels, including social media, email, and your website. Tag the expert and encourage them to share it with their audience as well. Consider repurposing the interview into multiple formats, such as blog posts, infographics, and short video clips. A paid campaign on LinkedIn LinkedIn Ads can be a great way to boost visibility.
Conducting interviews with marketing experts isn’t just about gathering information; it’s about building relationships and creating valuable content that resonates with your audience. It requires preparation, persistence, and a genuine interest in learning from others. Need help with smarter content creation? The next time you’re struggling to come up with fresh content ideas, consider reaching out to an expert in your field. You might be surprised at the insights you uncover.
Ready to transform your marketing strategy? Start small: identify one potential expert in your network and send them a personalized email today. You’ve got nothing to lose and everything to gain. Remember to also consider your brand storytelling and how expert interviews can enhance it.
