Crash Course on How I Use Interviews to Drive Marketing Success

Updated: June 29, 2023
interviews in content marketing

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Over the past decade in marketing, content formats have undergone significant transformations.

The shift from static to interactive content and from PNGs to MP4s demonstrates the dynamic nature of the industry. According to the 2023 State of Marketing Report, 25% of marketers are planning to incorporate interviews into their strategies for the first time this year.

Since the pandemic, interviews have emerged as a mainstream tool worldwide, spanning podcasts, videos, and social media channels.

I have been consistently utilizing interviews as a valuable marketing asset since recognizing their potential.

In this article, I will share my recent experiences of integrating interviews into my marketing strategy, including personal results and insights.

For further tips on leveraging interviews in marketing, I encourage you to explore the 2023 State of Marketing Report.

The interview format

The interview format plays a pivotal role in fostering audience engagement and generating impactful results. It’s not by  chance that video holds 50% of the answers to “Which media formats are marketers leveraging in their marketing strategy this year?”.

So, I run the Jam Sessions: a series of live video interviews hosted by Rock Content featuring iconic marketing experts, trailblazers, and innovators. To name a few, Joe Pulizzi, Pam Didner, and Rand Fishkin have already shone the spotlight on our stage.

Take a glimpse at Mordy Oberstein’s Jam Session captured in this screenshot from the broadcast page. This is where all of the participants came together, asking questions and sharing personal experiences.

By embracing the power of live video interviews, we deliver an immersive and exclusive experience for our audience, fostering meaningful connections and driving engagement to new heights.

How do I use interviews as a marketing asset?

So, this is where the magic happens, right? To unlock the true potential of interviews and achieve impactful results, it’s crucial to go beyond simply creating them. Repurposing interviews into diverse formats is key. Think blog posts, social media content, marketing emails, nurturing workflows, and more.

By covering multiple channels, you can expand your reach and engage with your audience across various touchpoints. Embracing an omnichannel approach not only enhances lead generation and MQL conversions but it also enables you to deliver a comprehensive 360º experience that caters to your audience’s preferences and needs. 

The Live-Factor

All of our Jam Sessions are conducted live, and to maximize their impact, I design a comprehensive promotional agenda aimed at generating a high volume of leads. 

But back in the days when I started the Sessions, I thought I should stop promoting it right after it airs. The thing is I forgot that even in FOMO there are those who have actually missed it!

To address this, I have adopted a new approach by extending the promotional period for an additional week following the live broadcast. This allows me to capitalize on the trending topic without compromising upcoming launches or initiatives.

Now, you might wonder, how do I generate effective results?

Repurposing is the answer

To actually create the 360º experience, I have to be dynamic. Using multiple formats to support the interview is definitely my most efficient way of maximize the results.

Let me share some insights on what’s working for my strategy:

On marketing emails

The promotional season for our Jam Sessions spans a month leading up to the broadcast day, followed by an additional week after the interview airs.

As part of our strategy, we send out weekly marketing emails to our contacts, each highlighting a unique aspect of the Jam Session episode. These emails cover various elements such as the theme, the guest, the Q&A portion, and additional resources.

Historically, our marketing emails have been the primary driver of conversions for Jam Sessions, consistently accounting for approximately 60% of the total number.

This underscores the effectiveness of targeted email campaigns in generating interest and engagement among our audience, ultimately leading to a higher attendance rate for our sessions.

Nurturing workflow

Seizing the opportunity right after a conversion is an ideal moment to initiate a meaningful conversation with the lead. After all, this person has just expressed their interest in something created by you, your brand, or your company.

It’s essential to reciprocate that interest and demonstrate your genuine engagement.

One effective way to accomplish this is by enrolling the contact in an email nurturing workflow. In the initial email, extend your gratitude and enthusiasm for their interest, providing them with relevant details and essential links.

Then, curate a series of well-timed emails to enhance their overall experience.

Depending on the theme of the interview, I share valuable resources, tips, hacks, free credits, tutorials, and other educational content, aiming to empower and educate the contact further.

By doing so, I often come across individuals who are actively seeking solutions that Rock Content can provide. I foster their progression within my sales cycle while building a fruitful business relationship. 

Dedicated blog post

Throughout the promotional season, registrants for our Jam Sessions are given the opportunity to submit their questions to our guest.

Initially, these questions were exclusively reserved for the live session. However, after incorporating the additional promo week, I began featuring them in a dedicated blog post, complete with the guest’s insightful answers.

In the article, I carefully curate exclusive questions that were not addressed during the live session, ensuring that the experience extends to those who are genuinely interested. This powerful intersection of inquiries and solutions is at the core of effective marketing strategies.

Social media

Social media platforms provide an excellent opportunity to make your content evergreen, ensuring its longevity and continued relevance. In my experience, when promoting a Jam Session, I leverage regular static posts along with engaging videos featuring teasers from our guest, generating anticipation for the upcoming conversation.

After the broadcast, I found that video shorts extracted from the session itself perform exceptionally well, captivating the audience and driving engagement.

Moreover, social media platforms have proven to be highly effective for customer service and sales initiatives. According to the 2023 State of Marketing Report, 29% of marketers are already harnessing the power of social media for these purposes. 

This statistic highlights the growing recognition of social media’s immense potential as a versatile channel that enables direct interaction with customers, facilitates sales conversions, and fosters meaningful connections with the target audience.

As far as the interviews, they have become a cornerstone of my marketing success, enabling me to engage with my audience on multiple fronts. As I continue to evolve my strategy, I remain committed to leveraging interviews as a powerful tool in driving success and fostering meaningful connections with my audience.

Do you want to continue to be updated with Marketing best practices? I strongly suggest that you subscribe to The Beat, Rock Content’s interactive newsletter. We cover all the trends that matter in the Digital Marketing landscape. See you there!


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