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Stop interviewing for one video
How can you get more content from every conversation?
Article by Lisa Diehl, Senior Marketing Director
You can get more content from every conversation by treating each interview like a strategic opportunity to capture content, insight and direction. By planning, asking better questions and organizing assets, a single interview can keep working for you many times over.
It’s easy to invest time and budget to capture an interview for a specific purpose, but it's often a missed opportunity because the focus is too narrow. All too often, interview questions focus on a single topic or need, missing a real opportunity to capture content for future projects and wasting money and time.
Without a process for logging captured content and making it searchable, great quotes get left on the metaphorical cutting-room floor as the team moves on to the next project.
But what if, instead of looking at the interview as a single output, you had a partner to plan, ask better questions and organize your assets so you knew exactly what you had and where to find it, so that you could use it again and again?
That’s where Martinez Media & Marketing Group excels, guided by our philosophy: record once and use often. Our process turns interviews into a strategic opportunity to capture content, insight and direction for your brand that your team can pull from again and again.
What’s the biggest miss in content maximization?
The biggest miss in content maximization is interviewing for one output — a topical video or blog — and not planning for other uses of the collected content. At MMMG, we maximize your budget and your content by thinking beyond the first deliverable from the start.
One of the MMMG’s strengths is in treating every interview as an opportunity to explore multiple angles in a single conversation, while respecting people’s time and saving you money. With a deep understanding of your audiences and your message, MMMG formulates questions that can fuel video, social clips, copy and sales materials without requiring multiple rounds of content collection.
When MMMG is hired to shoot interviews for you, we’re already looking ahead to how and where the content can be utilized, not just the first time, but over and over again. We think intentionally about the b-roll and supporting visuals we need to capture to use content across channels and platforms.
Through our process, we identify quotes and categorize them by theme in a searchable matrix, allowing us to pull the right clip for the right project at the right time, maximizing your content over and over again.
How can a better interview lead to more content?
A better interview means more content that supports your message across all of your platforms, from print to social to video. Before we turn on the camera, we build a strategy that delivers what we need today and captures what we can use tomorrow.
Every interview is an opportunity not only to capture your messaging in your or your customer’s words, but also to uncover real insights into your business or organization.
We design interviews to go deeper. Asking additional questions that uncover stronger stories, clearer soundbites and more usable insights. This can happen by reframing the same question to get at a different angle. Capturing your words gives your story life and makes it more authentic and relatable. And we always listen for sound bites.
When we interview, we’re listening for how your clients actually describe your value, so we can use that language in marketing materials, blog posts, web copy and social posts to reframe your message to connect with your audience.
With careful planning and strategy, a single 25- to 30-minute interview may serve as the foundation for a 5-minute video, social clips or copy, a blog or sales materials.
Interviews as market research
Interviews also serve as informal market research, identifying gaps in messaging and strategy. Whether we’re interviewing the CEO, an employee or a client, interviews are a wealth of data about your brand.
Because MMMG isn’t caught up in your day-to-day operations, we can listen with objectivity. We can mine interviews with clients, board members or team members for sentiment and perceptions to develop a stronger message or strategy to move your business forward.
We listen and document what we hear so we can share it with you and guide your strategy and messaging to connect with your customers and attract and convert new ones. We deliver your assets in an organized way, making it easier for you to use them again.
Why does MMMG's process work?
MMMG’s content maximization process works because we don’t just show up and hit record. We plan every shoot with a strategy-backed purpose and a plan for how to use the content across your website, social media, sales materials and future campaigns.
We provide practical, immediately applicable advice to teams who feel like they’re constantly recreating content because we have a bird’s-eye view of the larger picture.
We maximize your investment because we believe a single interview should yield a library of content that you and your team can draw from again and again. And we deliver it in a way that’s easy for you to use.
Ready to see how a smarter approach to content can stretch your time, budget and effort?
Contact MMMG today, and put “record once, use often” into practice for you.
