Expert sources can add value to your content. Use these helpful tips from Lexicon for getting sources to lend relevant information that will take your content to the next level.
Avoid sending questions in advance.
Giving your source a look at your questions beforehand allows them to script their answers. Off-the-cuff responses are sometimes the most honest and interesting.
Start with the easy stuff.
Give your source a chance to ease their nerves and get comfortable with you. Begin with some simple back-and-forth, and then slowly work up to controversial, aggressive, or complicated questions.
Ask good questions.
Yes or no questions may clarify things, but they won’t get you far. Ask open-ended questions that prompt an explanation. Questions that start with “how” or “why” will get you a lot better answers — and quotes!
Don’t get stuck on the questions you’ve written.
A good interview should feel like a conversation between two friends. If you stick to your questions you may miss out on important cues or follow-ups. Try going in with a list of topics you want to cover, rather than questions. This will ensure you get everything you want, and will help keep you engaged in conversation.
Embrace the silent moments.
Interviewers may feel uncomfortable with silence and might jump in with another question. Instead, give it a few seconds. During these moments interviewees often think more about the topic, and then continue on with even more valuable information.
Always finish with the golden question.
Is there anything else you would like to add that I didn’t address? This question can get you some of the best quotes. It also can provide you with essential information you didn’t think to discuss in the interview.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.