{"id":14927,"date":"2022-07-22T13:49:48","date_gmt":"2022-07-22T13:49:48","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/niche-b2b-content-strategy\/457536\/"},"modified":"2022-07-22T13:49:48","modified_gmt":"2022-07-22T13:49:48","slug":"interviewing-niche-b2b-experts-for-a-better-content-strategy-via-sejournal-wanderinghelene","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=14927","title":{"rendered":"Interviewing Niche B2B Experts For A Better Content Strategy via @sejournal, @wanderinghelene"},"content":{"rendered":"
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The B2B industry can be niche and specific, which may lead some people to feel like they need to be an expert to create a successful content strategy<\/a>.<\/p>\n

What if I told you with a little practice and minimal resources, you can create a strategy like an insider?<\/p>\n

Interviewing (when done correctly) can indeed be a powerful tool to learn about someone, or something, in depth.<\/p>\n

This is particularly useful in B2B settings where we can use the Problem > Solution > Impact framework to guide the process.<\/p>\n

In this article, we will look into why interviewing is an important part of the new client onboarding process, who to interview, and how to prepare \u2013 as well as some tips and sample questions to get you started.<\/p>\n

Why Interviewing?<\/h2>\n

Interviewing is an incredibly useful tool when working in a niche or industry that you might not be familiar with.<\/p>\n

This is because it can be used as a research method for understanding culture.<\/p>\n

Culture \u2013 defined as a system of beliefs, worldviews, and values that influence behavior and the material world around a part of society \u2013 is central to understanding individuals\u2019 consumption and purchasing behaviors, and motivations.<\/p>\n

Anthropologists use interviews to learn more about human behavior because it facilitates human connection, encouraging empathy and insights that often can\u2019t be gained elsewhere.<\/p>\n

Last year, I was working with a B2B SaaS startup in a niche industry \u2013 and after doing as much online research as possible, I was still feeling lost on how to create that would engage and convert readers into customers.<\/p>\n

I felt like a fraud, and my content made it clear that I wasn\u2019t one of them.<\/p>\n

Without that human connection, my writing felt dry and didn\u2019t hit the core motivations or problems for individuals or companies in that industry.<\/p>\n

This is when I decided to utilize my training as an anthropologist.<\/p>\n

I asked if I could schedule an interview with one of the staff members at the startup. The insights that I gained into the company and industry were priceless.<\/p>\n

This then led me to remember that I have a family member who also works in the field, and I asked them for 30 minutes to pick their brain.<\/p>\n

These two interviews led to a much deeper understanding of my client\u2019s daily workload and workflow, their clients\u2019 expectations, and the culture of their industry.<\/p>\n

In turn, this helped me create better content that resonated with their target audience.<\/p>\n

While SEO feels technical and more quantitative, there are humans behind the keywords.<\/p>\n

Behind humans, we have a whole world of influences, experiences, history, and marketplace mythologies<\/a> to uncover.<\/p>\n

These things can\u2019t be measured in Google Analytics.<\/p>\n

Who To Interview<\/h2>\n

It depends on the number of resources available and your capacity.<\/p>\n

Interviewing can be as simple as a 20-minute video call, or as in-depth as an hour-long chat over coffee.<\/p>\n

It also depends on the topic\u2019s scope and depth.<\/p>\n

Typically, you will begin with your research around the company and its industry. Start at Wikipedia and begin the journey down the rabbit hole.<\/p>\n

After completing your homework, you will better understand where gaps in your knowledge exist.<\/p>\n

This can help you determine who to interview.<\/p>\n

It can be a staff member from the client organization, someone active on LinkedIn<\/a>, or even a third cousin who works in the industry.<\/p>\n

Use your discretion and professionalism to choose the person you can build a good rapport with.<\/p>\n

Practice Makes You Better<\/h2>\n

If you have never conducted an interview before, then practicing a few skills will go a long way.<\/p>\n

It looks easier than it is, and there are no do-overs.<\/p>\n

Below, I share two aspects of interviewing that I find the most important and how to prepare for them.<\/p>\n

1. Taking Notes<\/h3>\n

Pick a well-trafficked location in your area, such as the weekend flea market, local shopping mall, sporting event, or dog park.<\/p>\n

Go with a notebook and pen \u2013 no typing.<\/p>\n

Find a spot where you can sit for about 30 minutes and take notes while watching everything around you.<\/p>\n

There is no need to be a spy or hide behind a bush. Blend in, but be perceptive.<\/p>\n

Take notes on what you see for five minutes and include as many details as possible. Break for five minutes and read over your notes, and then repeat twice more.<\/p>\n

This process will help you learn to take better notes and be observant rather than a participant.<\/p>\n

In your interview, you don\u2019t want to be taking notes non-stop, and you shouldn\u2019t.<\/p>\n

The interviews should be recorded upon the participant\u2019s consent, and notes should to supplement the things that are not said.<\/p>\n

Did the interviewer tense up on a particular topic? Did they fill with excitement talking about another? Note these things.<\/p>\n

2. Active Listening<\/h3>\n

Active listening is another skill that is essential to a great interview.<\/p>\n

Active listening is about being present and engaged in a conversation. This means you are listening to everything the interviewee is telling you and processing their perspective and insights, while leaving yours to yourself.<\/p>\n

Recruit a friend to help you improve your active listening through this exercise.<\/p>\n

Set a timer for five minutes.<\/p>\n

One of you shares a story or explains something while the other listens.<\/p>\n

After five minutes, the listener will try to remember as many details as possible about what they were just told.<\/p>\n

Swap places and repeat.<\/p>\n

This exercise helps with building patience (waiting for your turn to speak), listening skills (not planning what to say next), and being present (through eye contact).<\/p>\n

Interviewing Tips<\/h2>\n