Different roles, distinct challenges
In any content strategy effort, you’ll inevitably need information that other people have, whether they know it or not. Interviewing people can be hard work (which is why we have some general pro-tips).
Making matters more complicated, when you interview someone, you naturally bump up against that person’s inherent biases, which can heavily shape what they say. Cutting through these biases and arriving at helpful information can be tricky.
Real users can be really tricky
Much of the research that goes into content strategy depends upon our ability to extract from audiences and stakeholders the information we need to make educated decisions. Such is the blessing and curse of user research: it’s based on real users.
Interviews are intended to uncover these insights, but they’re not always straightforward. In fact, they can be very challenging at times. When you’re face-to-face with another person, or even one-on-one over the phone, your presence, voice, and situational context all matter. And then there’s the pressure. If you’re not used to regularly interfacing with people, the stress of guiding a 30-minute (or even 60-minute) interview can seriously impact your composure and ability to focus on getting good results.
Give your content team the right tools for the job
One of the critical components in executing a content strategy is building out a tailored content toolkit. A content toolkit contains all of the supporting materials that people use at every stage of the content lifecycle.