Written interviews on your blog - Are they worth it?
Alexandra Cote
I help SaaS companies score investments through content | Writer | Growth Consultant | Building a consumer app
I'm a huge hater of posting written interviews [or transcriptions] on your blog. Mainly because no one I've ever talked to has seen real results.
So today I'm taking a deep dive at some examples to see what the stats [not people] say:
Curious if this strategy actually works for anyone.
And why are brands even doing it?
Probably because it's super easy and you've got yet another piece of content to brag about to your manager.
?
Could be efficient with a strong distribution strategy in place, but, let's face it, most startups don't have access to that.
What to do instead?
Try this as part of an ABM play. Interview your dream 100 customers or representatives from companies that have visited your website before and display show buying signs.?
Reaching out to them and having them provide their expertise for your blog is the first interaction you need to launch a more complex ABM pilot. If this edition made ya' change something about your growth strategy, don't forget to?send it to a friend and save their content!
Until next time,
Alexandra Cote
Helping SaaS growth faster | Fractional CMO & Growth hacker
2 年I think interview articles are mainly an excuse to build backlinks. They usually always start with the bio of the interviewee and backlink to its website.
Marketing Manager at Finale Inventory
2 年Very interesting! 2 questions: What do you mean by distribution strategy? Also, when you say ABM, does that stand for account-based marketing?
Building stuff
2 年I agree the SEO and conversion value is limited. I generally wouldn't recommend it for early-stage startups, though a few anchor ones with an ICP can help with credibility and guiding new users to an a-ha moment. They're great further up the funnel though. Either as targeted education pieces, e.g. how this thought leader does this practice differently for their specific needs. Or to broaden social engagement for both parties. Generally the imps are lower but completion rate is very high for those who do click. I highly recommend working with a domain expert to pinpoint the right questions though.
Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
2 年The value of an interview is in who's being interviewed, not what was said. Customers would be a good candidate. Also influencers and industry celebrities who will also promote it. Beyond that, the value is limited. Interviewees tend to ramble, leading to very long articles few will have the patience to read.