Why are interviews still the most powerful content format?
The interview is the content format that makes expertise visible fastest and lives the longest.
An interview conveys what an organization has to say through a person’s voice. That makes the message more credible and more memorable.
Good interview preparation involves three steps: defining the key messages, rehearsing tough questions in advance, and preparing supporting examples and data.
An interview’s lifespan extends far beyond its publication date. Quotes can be repurposed on social media, in corporate publications, and in presentations.
Choosing the spokesperson is also critical; the person who knows the subject best may not always be the most senior executive.