Land Industry Leader Interviews: A Marketer’s How-To

How to Get Started with Interviews with Industry Leaders for Marketing

Want to supercharge your marketing efforts and gain invaluable insights? Interviews with industry leaders can do just that, providing unique perspectives and content that resonates with your audience. But where do you even begin? Are these interviews accessible, or are they only for the elite?

Identifying the Right Industry Leaders

Before you start reaching out, you need to know who you’re reaching out to. This is more than just finding the CEO of a big company. Think about who is genuinely influential and respected within your specific corner of the marketing world.

Start by identifying individuals who are actively sharing their expertise, whether it’s through blog posts, social media, or speaking engagements. Look for people who are known for their innovative thinking and willingness to share their knowledge. A good starting point is to check out industry publications and conferences. Who are the frequent contributors and speakers? Also, scan LinkedIn for individuals with a strong presence and a history of thought leadership. Don’t be afraid to aim high, but also consider those who are up-and-coming but still have a strong voice. If you’re targeting marketing pros, remember that 5x ROAS is possible.

Crafting Your Outreach Strategy

Once you’ve identified your targets, the next step is crafting an outreach strategy that gets their attention. Cold emails can work, but only if they’re personalized and demonstrate that you’ve done your homework.

Begin by researching the individual’s work and finding a genuine point of connection. What recent article did they write that resonated with you? What project are they currently working on that aligns with your audience’s interests? Mentioning these details shows that you’re not just sending a generic request. Keep your email concise and focused on the value proposition. Explain how the interview will benefit both the industry leader and your audience. For example, you could say, “Your insights on the latest changes to Google Ads campaign structures would be incredibly valuable to our audience of small business owners.” I’ve found that keeping outreach emails under 200 words dramatically increases response rates.

Preparing Thought-Provoking Questions

The quality of your interviews with industry leaders hinges on the quality of your questions. Avoid generic questions that can be answered with a simple Google search. Instead, focus on open-ended, thought-provoking questions that encourage the leader to share their unique perspectives and experiences.

Think about the challenges your audience faces and frame your questions around those pain points. For example, instead of asking “What are the latest marketing trends?”, ask “What’s one marketing trend that you believe is overhyped, and what should marketers focus on instead?” Another great approach is to ask about specific case studies or examples. “Can you share a time when a marketing campaign didn’t go as planned, and what did you learn from it?” These types of questions elicit more insightful and actionable answers. If you need creative inspiration, you might find it here.

I had a client last year who was struggling to generate leads through their website. We interviewed a well-known SEO expert who shared a detailed case study of how they increased website traffic by 300% in six months using a specific content marketing strategy. This interview not only provided valuable insights for my client but also attracted a significant amount of traffic to our website.

Conducting and Recording the Interview

When it comes time to conduct the interview, preparation is key. Ensure you have a reliable recording setup and a stable internet connection. Consider using a platform like Zoom or Google Meet, which allows you to record both audio and video. Before you begin, test your equipment and do a quick sound check to avoid any technical glitches.

During the interview, be an active listener and allow the conversation to flow naturally. Don’t be afraid to deviate from your prepared questions if the conversation takes an interesting turn. Remember, the goal is to create a genuine and engaging dialogue. After the interview, thank the industry leader for their time and send them a copy of the recording for their review.

One thing nobody tells you: editing is crucial. I always transcribe the audio using a service like Otter.ai, then edit the transcript for clarity. This makes it much easier to create blog posts, social media content, and even short video clips from the interview. If you use CapCut for marketing, this can really speed things up.

Promoting and Repurposing Your Interviews

Once you have your interview, the real work begins: promotion. Don’t just post it on your blog and hope for the best. Develop a multi-channel promotion strategy that leverages your website, social media, and email list.

Share snippets of the interview on social media platforms like LinkedIn and X (formerly Twitter), and use relevant hashtags to reach a wider audience. Create visually appealing graphics and videos to capture attention. Send an email to your subscribers announcing the interview and highlighting the key takeaways.

But don’t stop there. Repurpose the interview content into different formats to extend its reach. Turn it into a blog post, create a short video summary, or even develop an infographic. The possibilities are endless. A Nielsen study found that consumers are more likely to engage with content that is tailored to their preferred format and platform [Nielsen](https://www.nielsen.com/insights/2023/consumers-want-it-all-how-to-win-in-the-new-content-landscape/). To ensure you don’t miss any steps, use Asana marketing checklists.

For example, we recently interviewed a marketing director at a local Atlanta tech startup. We highlighted their insights on leveraging AI in email marketing. We then:

1. Published the full interview on our blog.
2. Created a 3-minute video summary for YouTube.
3. Shared 10-second video snippets on TikTok and Instagram Reels.
4. Extracted key quotes and created shareable graphics for LinkedIn.
5. Included a link to the interview in our weekly email newsletter.

This multi-channel approach resulted in over 5,000 views and a significant increase in website traffic.

Generating high-quality content through interviews with industry leaders is a powerful way to build your brand, attract new customers, and establish yourself as a thought leader in your industry. Don’t let fear or lack of experience hold you back. Start small, be persistent, and watch your marketing efforts soar.

FAQ

Instead of endlessly consuming the same stale content, commit to landing your first interview this month. The insights you gain, and the connections you make, will be well worth the effort.