The Biggest Failure with Expert-level Content

When collaborating with experts to create content, marketers often fail to do one key thing.

Author

Tristan Pelligrino
July 30, 2024

Interviews can be a goldmine for crafting expert-level content.

But there’s one big thing I see marketers fail to do when conducting interviews…

Uncover how the expert acquired their expertise.

The first agency I ever owned was a video agency.

We often worked with prominent politicians, Fortune 500 CEOs, professional athletes, and subject matter experts to create short-form documentaries and social videos.

But I didn’t have a traditional media background. I wasn’t classically trained in journalism.

So, I had to learn how to conduct an interview and refine those skills.

After many blah interviews, I figured out one big thing: The most interesting part of a story is the journey.

When you collaborate with experts to create content for your organization, your readers or viewers don’t just want the framework.

They want the adventure leading up to the result.

Tristan Pelligrino & Justin Brown (Co-owners of Marketers in Demand)

Here are some powerful questions you can use to uncover the journey behind the framework:

What did you try? Understanding the experiments, trials, and errors gives context to how the interviewee became an expert.

Where did you fail? Failures often teach more than successes. They shape resilience and innovation.

What was a pivotal point in your journey? Identifying turning points reveals the moments of transformation and growth. An expert’s journey is not a simple linear path. So, ask about the ups and downs along the way.

What was your first major breakthrough? The initial success often sets the stage for future achievements.

LinkedIn is littered with frameworks, playbooks, and “tricks and tips” image sliders.

But the real magic lies in the stories of how these frameworks were built.

The trials, the setbacks, the “aha” moments.

Next time you interview an expert, dig deeper. Ask about the journey, not just the destination.

What are some of your favorite questions to use?

— Tristan Pelligrino

Featured content

Distance yourself from keywords

In a recent Content Head podcast episode, Joe Michalowski emphasizes the importance of focusing on value before SEO. As a content marketer, it's easy to get caught up in keyword research. However, prioritizing subject matter expertise and customer needs will lead to more valuable content. Remember, high-quality, relevant content naturally tends to perform well in search engines.

Recent Releases from Marketers in Demand

Kristina shares her experience as a solo marketer using AI tools like Copy.ai to streamline workflows. She emphasizes the importance of having a clear strategy when implementing AI and views it as an assistant that complements her skills rather than replacing them.

Camille changes her role from host to guest and explores common content marketing mistakes, including generic SEO blog intros, lazy research, and overreliance on AI-generated content. She advises marketers to focus on creating unique, valuable content and to concentrate on one channel at a time before scaling efforts.

Jodi recounts her journey from self-taught tech enthusiast to Chief Product Officer. She discusses overcoming self-limiting beliefs, the challenges of owning product roadmaps, and the importance of understanding customers, emphasizing the value of experimentation and continuous learning in product development.

One last thing…

If you came across this newsletter outside of your inbox somehow, we’d love it if you’d subscribe. Click here to make sure you get each new issue delivered directly to your inbox. And if you know anyone who might like these emails, please forward it along!

Thanks for reading. See you for the next one.

— Tristan Pelligrino

Marketers in Demand is crafted by: