It’s a golden opportunity for great storytelling
There is a difference between good and great storytelling, according to the American Press Institute. Good storytelling is whatever the audience considers to be interesting or important, whereas great storytelling makes important news interesting.
Let’s say hypothetically that Aquaman was coming out this week – good storytelling is reviewing the movie just enough to get readers intrigued and audiences in seats. Great storytelling goes deeper – this is where we see interviews with the film’s director, cast, and crew. All three can give us further insight into the film, what it was like to make it and work on set, and the nature of their characters, etc. The important news – that a big popcorn flick is coming out – has just become much more interesting thanks to this kind of commentary.
Interviews are your chance to become a storyteller. You may already be considered an expert within your field, but even experts have their limits. You don’t know, and haven’t experienced everything. Tapping into telling the stories of others, and sharing details of their intriguing journeys, can have significant benefits.
Interviews come equipped with legs
How often do we see video interviews from years ago replayed at pivotal moments in one’s career? Do you ever go back to a great podcast episode after listening to it and listen again? What about print and online interviews? When certain sound bites hit a chord with us while reading, how likely are we to jot them down, tweet them, or cite the piece as a source later on?
We seldom look back on cookie cutter chats – those conversations where only generic questions are asked and very little research is conducted into the interviewee’s background. It’s the juicy interviews where the interviewer has studied their subject, and is ready to ask them relevant questions, that we hang onto. These interviews have legs – as an example, look at the success of Reddit AMAs opportunities where readers can ask a subject any question at all, and be rewarded with, generally, an honest, thoughtful answer.
The best part is that if an interview has legs, it doesn’t matter if it was short form or long form, or the kind of medium it was packaged in. the rules do not apply, so long as the message gets across. For a business blog, creating a leggy interview means putting in extra time and effort to make sure the conversation is the most informative and interesting it can be in this moment – but its an investment that will give it legs now to take the content into the future.
So, that was a couple of ways an interview can be considered to be a great form of content, I hope that this blog was informative and you learnt a lot about what to do with an interview next time.