Wondering how to “demonstrate first-hand expertise and a depth of knowledge” in your marketing like Google’s latest Helpful Content Update wants you to?
In this playlist, our team at Kalyna Marketing is compiling our best in-depth guides on developing original content. Learn how to: - Research, conduct, and implement interviews with subject matter experts (SMEs) into your blog posts - Think beyond SEO tools and keyword lists when assigning briefs to your writers - Turn your content into true thought leadership to develop trust and expertise with Google and prospective customers.
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How do you persuade sources to reveal themselves? How do you even begin reaching beyond basic facts and capture those ineffable nuances and minute observations? Great writers know how to interview. And they know that an effective interview begins long before the conversation even starts.
If you've jumped on the bandwagon of adding interviews to your company blog, then you might have realized an inconvenient truth-interviewing takes skill.
Here's the bad news: most marketers don't know how to interview.
These writers don't research enough background information and when the interview starts, they fumble with basic questions without getting the answers they want.
A bad interview is a waste of everyone's time. Do you really want your source wondering: "Why did I agree to this in the first place?".
Remember why you're doing this in the first place. A botched interview won't help your content strategy or improve your SEO metrics. If you want to reap the rewards from good content, you need to put in the work.
But don't worry: you can learn interview skills. Once you do, you'll turn conversations into an effective tool in your writing arsenal.
Business success depends on clear communication, but poor writing skills damaged relationships with clients and hurt team morale.
It's likely that you or your team have also struggled with writing: most professionals weren't taught how to write in the context of their career, so communicating facts and ideas in writing can be a daunting task.
Writing mastery is critical to my success as a journalist. Learning that professionals outside the communication field also need writing skills hit me like a lighting bolt. I realized that:
- Writing is an essential business skill for all professionals.
- To thrive, companies must communicate with clarity and thoroughness.
Just like any professional can learn how to interview, any professional can - and should - learn to write.
It's not the writer's fault your content sucks.
When you give your writer a brief, a Clearscope report, and a deadline and then leave them to fend for themselves... you're setting them up for failure.
How can anyone create a killer piece of content with only those shallow resources?
Maybe it's not your ideas that are being rejected. Perhaps it's your pitch.
To win over decision makers - and increase your professional value - you have to learn how to effectively pitch your ideas.
