22 May The Art of Being Interviewed for Content Creation

An interview is usually the first step to creating great copy, but not everyone finds it easy to ‘say what they mean’ when put on the spot. Here are some tips on being interviewed for content creation that will help you find your voice – and enjoy the experience of telling your story.

Written by Daniela Cavalletti

5 min read

When I can find the time, and it’s not as often as I would like, I tune into Richard Fidler’s Conversations podcasts on the ABC. I don’t mind the topics – they are usually all pretty interesting. But what I like most is Richard’s interviewing style. He has this wonderful ability to quietly convey that he is interested in everything his subjects have to say.

Why I Became a Journalist

I have always been genuinely interested in people and their stories. It’s why I wanted to be a journalist from a young age. A self-confessed ‘nosey parker’, I have been very happy to be the one asking the questions, and putting the spotlight firmly back in someone else’s court.

Through my work, I’ve been fortunate to interview many interesting people including authors, artists, athletes and even an OTT crocodile hunter (and yes, he was exactly the same in person). Many moons ago, I also met Richard Fidler, and while I’m not sure he asked me any questions, I had a bunch of them for him (which he was happy to answer!).

Which Interviews Are Surprising + Rewarding

While the celebrities have been fascinating, it is the hundreds of ‘real’ people I have interviewed for businesses, for not-for-profit organisations and also for patient materials that have stayed with me the most. Even though many of the latter lived with debilitating illnesses, sometimes terminal, they were always happy to tell their stories in the hopes that they could, in some small way, help someone else through a similar situation.  

I find that more times than not, they are grateful to have someone just listen to them for a while. There are certainly tears, but very rarely bitterness, or the anger that they are entitled to express. And when I have a bad day—like a flat car battery and a computer crash this morning—it is these wonderful people I remember, and I get over my self-pity pretty damn fast.

Whoops! My Massive Interview Fail

In recent years, my focus has been on developing marketing materials for a diverse range of businesses both large and small, and my starting point, whether it be writing a website or ghostwriting a blog, is to ‘have a chat’ to the power/s that be about their company.

There is always a great ‘About Us’ story to be found, and I have never had any problems with drilling down to find what I need … or so I thought. Around a year ago, I had one of the worst interviews of my career. It only lasted 10 minutes and when I was promptly hung up on, my first reaction was to laugh.

I had really been looking forward to hearing the story behind an incredibly successful business. I knew this person had diverse interests and some pretty amazing opinions, but on this particular day, they just didn’t want to share. I chalked it up to experience, tried not to take it personally, and instead interviewed their affable business partner who was more than willing to tell me everything I needed to know.

But this experience got me thinking about how for some people, it is pretty hard to be put on the spot and eloquently describe your business goals and future direction – especially if you are not confident or practised at doing so.

Kick the Dread – Enjoy Getting Interviewed for Content Creation

So here is my advice for those of you who feel a touch hesitant about the interview process:

#1. Prepare

Just as any good interviewer will write a list of questions, ideally, you will have your key points written down in front of you as prompts. If you tick off your Goals, Obstacles (to those goals), how you Started the company, and the Solution you are giving people—otherwise known as ‘GOSS’—you will be well on your way to feeling much more confident about your responses.

#2. Trust

Your copywriter is there to make you sound great; to transform your many unique titbits of information into something highly valuable, informative and interesting. If you are struggling to articulate a particular point, don’t worry. Just give them the general gist. It’s their job to distil and polish – and you will be pleasantly surprised how the final written piece turns out.

#3. Request

Ask for the questions pre-interview. As an interviewer and writer, I am not a huge fan of this as I find you lose the spontaneity and nuggets of gold found through a less formal conversation. But if it makes you feel more comfortable, go for it. Most copywriters will be happy to oblige with a general list of questions (although they may go off-script at times).

#4. Remind

Don’t be afraid to tell your writer, if you feel they have neglected to ask something important. I always end each interview by asking: “Is there anything you’d like to add or that I have forgotten to ask?”, and some valuable points are usually unearthed as result!

You’re Ready for Your Best Interview Yet

Being on the receiving end of questions can be a little unnerving. Believe me, I understand that just too well. Many of us might even fear being interviewed. But it can actually be rewarding and great fun to tell someone your story. Using my journo’s tips will calm your nerves and prepare you well for being interviewed for your content creation. And will enable your copywriter to accurately and interestingly present and market your company and all that it has to offer.

It is worth it – in reputation and dollar value – to take the time for interviews and arm your copywriter with great stories and information.

Your bottom line will thank you for it.