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.
Lasting strategies rely on having the right skillsets in your team
Building the right team – whether that means hiring new or training existing staff – depends on your team’s accountabilities. What are your areas of impact? What areas does your team have responsibly and control over? Websites? Social? Video? Images? UI text? Intranet? External communications? Campaigns? In order to have an impactful and lasting content strategy, you need to determine your team’s unique needs.
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.