By David HenryOnly 11% of B2B marketers consider their content marketing efforts, which often rely on expert interviews with PR professionals, to be “excellent” or “very good,” according to a recent Content Marketing Institute report. That’s a shockingly low number when you consider the investment in time and resources. So, what separates the truly impactful interviews from the forgettable ones, and how can we consistently land on the right side of that statistic?
Key Takeaways
- Conduct thorough pre-interview research on both the expert and their company, dedicating at least 2 hours to background checks and recent publications.
- Structure your interview questions to elicit data-driven insights and specific examples, rather than generic opinions, aiming for 70% open-ended questions.
- Utilize advanced transcription and AI summarization tools, such as Otter.ai or Trint, to efficiently process interview audio and extract key quotes.
- Always follow up with the PR professional and expert within 24 hours to express gratitude and offer a preview of how their insights will be used.
- Prioritize building long-term relationships with PR contacts by delivering high-quality content and providing clear attribution, leading to future collaboration opportunities.
47% of PR professionals say they struggle to secure media placements for their clients due to a lack of compelling narratives.
This statistic, reported by Cision’s annual State of the Media Report, hits close to home for me. I’ve been in countless meetings where a client comes to us with a fantastic product or service, but their internal messaging is as dry as toast. My interpretation? The PR professional, bless their heart, is often given a mandate without the ammunition. They’re expected to generate buzz, but the “expert” they’re tasked with presenting often speaks in corporate jargon or lacks the ability to translate complex ideas into digestible, story-worthy soundbites.
When I’m conducting expert interviews with PR professionals for marketing content, my first thought isn’t about the expert’s title; it’s about their storytelling capability. I once interviewed a VP of Engineering for a cybersecurity firm. The PR team had prepped him with all the talking points about their cutting-edge encryption. But after ten minutes of technical acronyms, my eyes glazed over. I had to pivot. I asked him, “Can you tell me about a time your technology literally saved a client from a disaster? Walk me through the human impact.” His whole demeanor changed. He told a gripping story about a small business owner who almost lost everything to a ransomware attack, and how their system stepped in. That’s the gold. That’s what PR professionals need to deliver, and it’s our job as content creators to extract it. If the PR person isn’t nudging their expert towards storytelling, we have to. It’s not optional for compelling marketing.
Companies that publish 16+ blog posts per month generate 3.5 times more traffic than those publishing 0-4 posts, and a significant portion of that content comes from expert insights.
This data point, often cited by HubSpot in their blogging frequency benchmarks, underscores the sheer volume required to make a dent in today’s digital noise. But it’s not just about quantity; it’s about quality and authority. My professional interpretation here is simple: if you’re producing that much content, you absolutely cannot rely solely on internal voices. You need external validation and fresh perspectives, which means leaning heavily on expert interviews.
Here’s where many marketing teams stumble. They see expert interviews as a one-off event. A checkbox. “Okay, interviewed the expert, got my quotes, done.” No! Think of it as building an arsenal of thought leadership. We need to cultivate relationships with PR professionals who represent a diverse range of experts. For example, when we were developing a series of articles on the future of AI in healthcare for a client, I didn’t just interview one doctor. We interviewed a data scientist specializing in medical diagnostics, a hospital administrator, and a bioethicist—all facilitated through different PR agencies. This multi-faceted approach, orchestrated with meticulous planning and clear communication with each PR contact, allowed us to create a truly comprehensive and authoritative content series. Each expert provided a unique lens, and the PR teams appreciated the depth and breadth of the eventual content, often sharing it widely themselves. It’s a win-win: they get exposure for their client, and we get incredibly rich, authoritative content that drives traffic.
Only 28% of marketers feel “very confident” in their ability to measure the ROI of their content marketing efforts.
This particular statistic, frequently seen in various industry reports like those from eMarketer, always makes me pause. It suggests a disconnect between effort and demonstrable impact. For me, when we talk about expert interviews with PR professionals, measuring ROI isn’t just about traffic; it’s about authority, conversions, and even sales enablement. We need to tie the insights gained from these interviews directly to tangible business outcomes.
My interpretation is that many content teams aren’t setting clear objectives for their expert content from the outset. Are we trying to generate leads? Establish thought leadership in a niche? Support a sales team with objection handling content? Each objective requires a different approach to the interview and subsequent content creation. For instance, if the goal is lead generation, I’ll work with the PR professional to identify an expert who can speak to a common pain point and offer a clear, actionable solution, perhaps even hinting at the client’s product or service without being overly promotional. We then track how many downloads an eBook featuring that expert generates, or how many sign-ups for a webinar they participate in. We’ve seen a 30% increase in qualified leads for one B2B SaaS client when we shifted from general industry overview articles to problem/solution pieces directly informed by expert interviews. This wasn’t just about getting quotes; it was about strategically deploying expert insight to solve specific business challenges. We use tools like Semrush and Ahrefs to monitor keyword performance and topic authority, directly linking our expert-driven content to improvements in organic search rankings and ultimately, conversions.
82% of consumers say they trust a company more when its leadership and employees are active on social media.
This finding from Edelman’s annual Trust Barometer is a powerful reminder that authenticity and human connection are paramount. It directly impacts how I approach expert interviews with PR professionals. My interpretation is that the expert isn’t just a source of information; they’re a brand ambassador. Their personality, their passion, their genuine perspective – these are all critical elements that need to shine through in the content we create.
This is where I often disagree with the conventional wisdom that PR professionals should tightly control every word their expert utters. While media training is essential, and message discipline is important, over-scripting or sanitizing an expert’s responses can strip away the very humanity that builds trust. I’ve had PR reps try to provide me with a list of “approved quotes” before an interview. I politely decline. My goal isn’t to parrot a press release; it’s to uncover genuine insight. I explain to them that the most impactful content comes from authentic conversations, not rehearsed lines. We need to allow for some spontaneity, some personality to come through. I remember interviewing a CEO who was incredibly passionate about sustainable manufacturing. His PR team had given me a very sterile, corporate bio. But during our conversation, he shared a personal story about his grandfather’s textile mill and how it shaped his commitment to environmental practices. That anecdote, unscripted and heartfelt, became the opening of a hugely successful article. It resonated because it was real. We always send the draft back for review, of course, but my philosophy is to capture the essence first, then refine for accuracy and tone. Trust me, an authentic voice, even with a slight conversational quirk, beats a perfectly polished, but bland, statement every single time.
My editorial aside here: Sometimes, the PR professional is more concerned with protecting their client than truly showcasing them. It’s our job to gently, but firmly, guide them towards content that actually performs. We’re not trying to trip anyone up; we’re trying to make their client look brilliant and relatable. It’s a delicate balance, but one worth mastering.
To truly excel in marketing today, you must master the art of the expert interview, transforming PR-facilitated access into authentic, data-backed narratives that build trust and drive measurable results.
What is the ideal length for an expert interview for marketing content?
For most marketing content, such as blog posts, articles, or white papers, a 30-45 minute interview is often ideal. This timeframe allows for sufficient depth without overwhelming the expert or the PR professional’s schedule. For more in-depth pieces like eBooks or long-form reports, you might extend to 60-75 minutes, or even split it into two shorter sessions.
How do you prepare for an expert interview when working with a PR professional?
My preparation involves three key steps: First, I conduct extensive research on the expert’s background, recent publications, and company news. Second, I develop a comprehensive list of open-ended questions, prioritizing those that elicit specific examples or data points. Third, I share these questions with the PR professional in advance, allowing them to prep their expert and flag any sensitive topics, ensuring a smooth and productive conversation.
What tools do you recommend for conducting and transcribing expert interviews?
For conducting interviews, I rely on video conferencing platforms like Zoom or Google Meet, always ensuring I record the session (with consent, of course). For transcription, Otter.ai is my go-to for its accuracy and speaker identification features. For more nuanced analysis, I sometimes use Trint, which offers excellent editing capabilities directly within the transcript.
How do you handle situations where an expert’s answers are too technical or generic?
When an expert’s answers are too technical, I gently redirect by asking for analogies, real-world applications, or the “so what?” factor. For generic answers, I follow up with “Can you give me a specific example?” or “Can you tell me about a time when X happened?” These prompts encourage them to share anecdotes and concrete details, which are far more engaging for readers. It’s about guiding them, not interrogating them.
What is the most common mistake marketers make when interviewing experts through PR?
The most common mistake is failing to build a relationship with the PR professional. Many marketers treat the PR person as merely a gatekeeper. Instead, view them as a partner. Provide feedback on the content, share the final published piece, and express gratitude. A strong relationship with a PR professional means easier access to future experts, better pre-interview insights, and often, additional promotion of your content by their agency.
