Video Content
Interviews
Interviews involve speaking with industry experts, customers, or thought leaders to share their insights, experiences, and advice. These interviews can be presented in various formats, such as written articles, podcasts, videos, or live streams. They offer valuable content that can educate, inform, and engage your audience.
IMPLEMENTATION
Identify Interviewees: Choose individuals who have valuable insights and are relevant to your audience.
Prepare Questions: Develop a list of thoughtful questions that cover key topics of interest.
Schedule and Conduct the Interview: Coordinate with the interviewee to find a suitable time. Conduct the interview in a comfortable and professional setting, whether in person, over the phone, or via video call.
Record and Transcribe: Record the interview and create a transcript if it's a video or audio interview.
Edit and Produce: Edit the content to ensure clarity and engagement. Add any necessary graphics, subtitles, or music for video and audio formats.
Publish and Promote: Share the interview on your website, social media, email newsletters, and other relevant channels.
Engage with the Audience: Respond to comments and questions from your audience, and encourage further discussion around the interview content.
STRATEGY RATING
SCORE
21
Interviews involve moderate costs, time, and expertise but offer high engagement and longevity. They provide valuable, in-depth content that can foster strong audience connections and interactivity.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Requires interviewing skills and technical knowledge for recording and editing.
3
Cost
Moderate cost for production and potential interviewee compensation.
3
Time
Moderate time investment for scheduling, conducting, and producing the interview.
4
Engagement
High potential for engagement due to the valuable insights and personal touch.
4
Longevity
High interactivity through comments and follow-up discussions.
4
Interactivity
High interactivity through comments and follow-up discussions.
QUESTIONS TO ASK
Who are the key figures our audience would find valuable to hear from?
What topics or questions will be most engaging and informative?
Which format will best suit the interviewee and the audience?
How can we ensure the interview is high-quality and engaging?
How will we promote the interview to maximize reach and engagement?
HOW TO MEASURE
Views and Downloads: Track the number of views, listens, or downloads of the interview.
Engagement: Measure likes, shares, comments, and time spent on the content.
Conversion Rate: Assess the percentage of viewers or listeners who take a desired action after engaging with the interview.
Audience Feedback: Collect feedback through comments, surveys, and direct messages.
Reach: Monitor the reach and impressions across different platforms.
EXAMPLE
Company: HubSpot
Implementation: HubSpot regularly features interviews with industry experts and thought leaders on their blog and podcast, "The Growth Show." These interviews cover a wide range of topics relevant to marketers, salespeople, and business leaders.
Outcome: HubSpot’s interviews attract a large audience, driving significant traffic to their blog and podcast. The expert insights and practical advice provided in these interviews help establish HubSpot as a thought leader in the industry. The content is frequently shared and referenced, contributing to ongoing engagement and brand loyalty.
By conducting and promoting interviews, HubSpot effectively engages their audience, provides valuable content, and enhances their brand authority, demonstrating the effectiveness of this content marketing strategy.