There’s a shocking amount of misinformation surrounding how to conduct effective interviews with successful thought leaders, especially within the marketing world. Far too many people assume it’s all about luck or personality, rather than a strategic, well-planned process. Are you ready to debunk some of the most pervasive myths?
Key Takeaways
- Don’t just ask surface-level questions; dig into the specific strategies and failures that shaped the thought leader’s success.
- Promote the interview strategically across multiple channels, including email marketing, social media, and relevant industry publications.
- Always prepare thoroughly by researching the thought leader’s background, work, and previous interviews to avoid asking redundant questions.
- Follow up with the thought leader after the interview to thank them for their time and share the published piece.
Myth #1: It’s All About Who You Know
The misconception here is that landing interviews with successful thought leaders is solely based on your existing network. While having connections certainly helps, it’s far from the only factor. I’ve seen countless marketers with limited networks secure amazing interviews simply by being persistent, professional, and offering something of value to the thought leader.
The truth? It’s about demonstrating value. A cold email pitching an interview needs to clearly articulate what’s in it for the thought leader. Will the interview expose them to a new audience? Will it allow them to promote a new book or initiative? Will it position them as an expert on a trending topic? We had a client last year who, despite having zero connections, landed an interview with a leading CMO by offering to create a high-quality video clip for the CMO’s personal LinkedIn profile using excerpts from the interview. This demonstrated tangible value and got their foot in the door.
Myth #2: Winging It Is Perfectly Fine
Many believe that you can just “go with the flow” during interviews with successful thought leaders, relying on your charm and wit to carry you through. This is a recipe for disaster. Thought leaders are busy people. They’re giving you their valuable time and expect you to be prepared.
Rambling, asking vague questions, or failing to research their background beforehand is a surefire way to alienate your interviewee. Instead, create a detailed interview outline with specific questions designed to elicit insightful responses. I always prepare at least 10-15 questions, even for a 30-minute interview, knowing that I likely won’t get to them all. The key is to have a solid foundation to guide the conversation. And here’s what nobody tells you: don’t be afraid to deviate from your script if the conversation takes an interesting turn! Just make sure you’re always steering it back towards topics relevant to your audience and your marketing goals. For example, if you’re interviewing a marketing thought leader about the future of AI in content creation, don’t spend too much time discussing their childhood dreams of becoming an astronaut (unless it somehow relates to their current work, of course!).
Myth #3: Any Press is Good Press
This myth assumes that simply getting an interview published, regardless of the platform or audience, is a win. Not necessarily. An interview on a low-traffic blog with a niche audience might not generate the results you’re hoping for, even if the content is fantastic.
Think strategically about where you want to publish the interview. Target platforms with a relevant audience that aligns with your marketing goals. Consider pitching the interview to industry publications, popular blogs in your niche, or even offering it as exclusive content to your email subscribers. The IAB (Interactive Advertising Bureau) offers a wealth of data on digital media consumption habits, which can help you identify the most effective platforms for reaching your target audience. According to an IAB report on digital advertising revenue [IAB](https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2023/), digital video and social media continue to be major drivers of growth, so consider platforms like LinkedIn or YouTube for publishing video interviews. We recently targeted a specific trade publication for a client’s interview, resulting in a 30% increase in website traffic and a noticeable boost in brand awareness within their target market.
Myth #4: The Interview Ends When the Recording Stops
A common mistake is thinking that your work is done once the interview is over. This is far from the truth! The post-interview promotion is just as important as the interview itself. Many marketers fail to capitalize on the valuable content they’ve created, letting it languish on their website or social media channels without proper promotion.
Develop a comprehensive promotion strategy that includes sharing the interview across multiple channels, such as email marketing, social media, and paid advertising. Create engaging snippets and quotes from the interview to use as teasers. Consider repurposing the content into different formats, such as blog posts, infographics, or short videos. And don’t forget to tag the thought leader in your posts! They’re likely to share it with their audience, expanding your reach even further. I recommend using a social media management tool like Hootsuite or Buffer to schedule your posts in advance and track your results. Also, ALWAYS send a thank you note to the interviewee. A personalized email goes a long way. I had a great experience last year using Klenty for personalized email outreach and follow-ups. It helped me stay organized and ensure that I didn’t miss any crucial steps in the process.
Myth #5: It’s All About the Numbers
While metrics like views, likes, and shares are important, focusing solely on vanity metrics can be misleading. The real value of interviews with successful thought leaders lies in the long-term impact they have on your brand and your audience. Many marketers get caught up in chasing high numbers without considering the quality of engagement or the overall contribution to their marketing goals.
Instead of obsessing over vanity metrics, focus on measuring the metrics that truly matter, such as website traffic, lead generation, and brand awareness. Track how the interview impacts your search engine rankings and your social media following. Pay attention to the comments and feedback you receive from your audience. Are they finding the content valuable? Are they engaging with your brand in a meaningful way? A HubSpot report found that companies that prioritize lead quality over quantity see a 24% higher return on investment [HubSpot](https://www.hubspot.com/marketing-statistics). We recently conducted a case study where we focused on generating qualified leads through a thought leader interview, rather than simply maximizing views. While the interview didn’t go “viral,” it resulted in a 15% increase in qualified leads and a significant boost in sales for our client. The quality of engagement far outweighed the sheer volume of views.
Conducting impactful interviews with thought leaders takes careful planning, strategic promotion, and a focus on meaningful engagement. Don’t fall prey to the common myths that can derail your efforts. By debunking these misconceptions and adopting a more strategic approach, you can unlock the true potential of thought leader interviews for your brand. One key is to build your personal brand so that thought leaders will want to be interviewed by you.
How do I find relevant thought leaders to interview?
Start by identifying the key influencers in your industry. Use tools like BuzzSumo or Followerwonk to find individuals with a large and engaged following. Look for people who are actively sharing valuable content and participating in industry discussions. Also, consider attending industry conferences and events to network with potential interviewees in person.
What’s the best way to approach a thought leader for an interview?
Personalization is key. Avoid generic email templates. Research the thought leader’s background, work, and interests. Craft a personalized email that explains why you want to interview them and how the interview will benefit them and their audience. Be clear, concise, and professional in your communication.
How long should an interview be?
The ideal length depends on the platform and the topic. A 30-60 minute interview is generally a good starting point. However, you may need to adjust the length based on the thought leader’s availability and the complexity of the subject matter. For shorter formats like social media videos, aim for 2-5 minute clips.
What are some good questions to ask a thought leader?
Focus on asking open-ended questions that encourage the thought leader to share their insights and experiences. Avoid yes/no questions or questions that can be easily answered with a Google search. Ask about their biggest challenges, their greatest successes, and their predictions for the future of the industry. Specifically, in marketing, ask them about the latest changes to Google Ads or Meta Business Suite and how they’re adjusting their strategies.
How do I measure the success of a thought leader interview?
Track metrics such as website traffic, social media engagement, lead generation, and brand awareness. Monitor the comments and feedback you receive from your audience. Use tools like Google Analytics and social media analytics to track your progress. Also, consider conducting a post-interview survey to gather more qualitative feedback.
The single most actionable takeaway? Stop focusing solely on the interview itself and devote equal (if not more) energy to promoting the content afterwards to maximize its reach and impact.
