Interview Mistakes Content Marketers Make When They Try to Be Journalists – Content Marketing Tips

Interview Mistakes Content Marketers Make When They Try to Be Journalists – Content Marketing Tips


– If you’re a content marketer who conducts interviews on video and you want to be
respected as a journalist, you need to watch this video. My name is David Spark and welcome to Content Marketing Tips. Here they are, seven interview mistakes content marketers make when they try to be journalists. The first is not slating the video clip at the beginning of the interview. Now this is the process of just identifying who is on camera. And I have conducted truly thousands of interviews. And if I didn’t know who’s on camera, when I go back to it, I wouldn’t know what
to make of that video, I wouldn’t know what, how to
identify that person on camera and not only that, I often
have to shoot videos for others in which is turn the footage over. They need to know who is on camera. So, simply put when
you begin an interview, start by asking the
person to say their name, spell their name and title
and company is usually valuable as well. Mistake number two, not taking notes to create a shot list. When you conduct an interview,
people will say things that will create imagery or want to see imagery, like they’ll describe, “hey,
this is how I do X,Y,Z.” Well wouldn’t it be great
if you had video of X, Y, Z? Now a lazy producer will just say, “ah we’ll look at the footage
back in the office and “we’ll take a look at it later.” Well, problem is, your camera crew is right there. The person just said it. They could actually do X, Y, Z for you. Why not get a shot of that? The best way to know to do that is to write notes as you’re
conducting the interview. Mistake number three, not knowing your equipment. This one, you really
see from green people. When they want to conduct an interview and they don’t know how to
use their own equipment. They don’t know how to get it going at the point the interviewee is ready and boy, the interviewee does
not have a lot of patient and how the video is going to turn out. If you don’t know your equipment and you’re not comfortable
with your equipment. Mistake number four, not going deep enough. This is really really common where people will give
a very simple answer of “well I like that” or
“I didn’t like that”. You should always follow up with why? And in fact, maybe even employ the philosophy of the five
why’s to get to the root of the issue. Why they like something
or didn’t like something. Keep digging deeper. Don’t just accept a very packed answer if you will. The next mistake is
geez, one that comes up all the time. And it has to do with a
battle between the marketer and the journalist. And that is sending questions before hand. Marketers want to control the message. Do they want to send the
questions beforehand, they want the person to
be as prepared as possible so those perfect words
come out of their mouth when they are in their video interview. The problem is, video offers something
unlike anything else and that is to see a response. Not just hear a response, but to see it. And the emotion that can be conveyed and seen in video often can speak louder
than the words themselves. If you send the questions beforehand, the potential for surprise is gone. And it will be no emotion in this video and the value of using
the video will be lost. Next mistake is forgetting to let the interviewee set up the sound bite. Now, this is a common problem where you look at an interview
as just a conversation. If the interview is gonna be recorded and published as full, then you don’t need to
worry about this issue but in most cases, you’re looking to pull out sound bites. And for that reason,
you need the interviewee to set up that information
that they’re giving you. So the way that I do and
every time I sit a person down is they say, “I want you to incorporate
my question in your answer.” So for example, if I were to ask you what’s your favorite color? I don’t want you to just say green. I want you to say, “my
favorite color is green.” the very very last tip is, leaning on your list of questions rather than active listening. You should come to an interview
with a list of questions but don’t use that as the guide of how the interview should go. Rather, the guide should
be how the person responds and how you dig deeper into each response. If you hear an answer, ignore their response and then
look down at your questions the interviewee will have to reset each time and you won’t get those
kinds of emotional responses that you want that are so powerful in video. Well if you want to be
respected as a journalist, it’s best not to make these mistakes. And if you got any other mistakes that you seen others make in this kind of way in content marketing please add it in the comments below. If you are not currently a subscriber to Content Marketing Tips, please subscribe and I have a full article on this subject on Forbes.com. The link to that is in
the description below. Thank you again for watching and I appreciate you being a viewer of Content Marketing Tips.

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