Most content marketing will not stray into such dangerous territory. But it is far too easy to, say, run a blog post based on a suggestion made by someone who was too busy to research the topic thoroughly.
Content marketing can be a hungry beast. To keep feeding it, companies sometimes writing-imagerely on writers without a lot of interview experience to generate stories by talking to staff subject-matter experts. That can cause problems. Young writers may feel intimidated about talking to senior-level people on topics they know little about. That can lead to inefficient interviews that frustrate the SMEs. Here are 7 steps to take to conduct a great interview and make everybody happy.
Psychologists in lab settings have studied these scenarios for years. One such study in the 1970s, described by Robert Cialdini in his book Influence: Science and Practice, showed how people were more likely to buy raffle tickets from someone when he had voluntarily bought them a Coke than when he hadn’t. It’s called the reciprocity principle, one of six forms of persuasion that Cialdini says are effective in persuading someone to behave as you’d like. Like so many techniques, the key is execution. It has to be subtle enough that subjects don’t feel manipulated, but strong enough that they feel obliged to respond to the initiator’s apparent generosity.
We writers often expect our clients to understand phrases such as “light and informal” or “friendly yet sophisticated” in describing the tone and voice of a planned piece of writing. That can mean a lot of wasted time and effort.
While ideas or facts by themselves can put people to sleep, you can make a topic more clear and compelling by 1) helping readers visualize a scene connected to the topic and 2) putting some action in that scene. And where are you likely to find material that has both visuals and action? YouTube. With some exceptions, YouTube videos depict scenes and action within each scene. They’re essentially providing you the answer to the question of how to enliven your writing.