Nicole Button
Dc Presents: Interviewing 101

Hey guys! Dc here;


An interview is a solid way to get the info your company needs from influencers, key players, and supporters! It can help you source content for blogs and newsletters, gather testimonials, or just to find out more about the people who buy and use your products and services.


But … there’s a BIG difference between a good interview and a great one. Here’s Nicole to tell you how to get the most out of the ever-valuable interview!

The comfort zone

Of the hundreds of interviews I did while in radio here in St. John’s, a few things stuck out to me regarding the quality of the interview. At the top of that list was the comfort level of the interviewee. Regardless of the subject matter, how experienced the person is, or the reason for the interview; if the person being interviewed feels uncomfortable, you can kiss any real substance goodbye!

Ham it up

The first thing you should do is make your interviewee comfortable! Tell a joke, a funny anecdote, or something that happened in your day. Sounds cheesy, but a bit of laughter loosens people up every time. A little self-deprecation also goes a long way when you’re talking to a stranger, or maybe that’s just me? The more at ease an interviewee, the better the conversation … and that brings us to the next point.

Like gabbing with a pal

As the person who will be asking the questions, you set the tone, decide how much information you get, and how long the interview will be. A good interview should be like a chat with a friend, full of personal facts, juicy details, and laughs.

Ask open-ended questions. Allow the person to give more from their side, and stop them for details when you feel something is missing. Get personal! They have kids? How old are they? What do they like to do? An interesting experience? How did that make them feel? What do they do to cope with negatives or bask in the positives?

Intrusive or inquisitive?

You may feel like you’re prying, but your interviewee will answer what they’re comfortable with, and the results allow people to relate to the content. A great example of this is in the Enriching Lives blog Collision Clinic does each year. There are some tough questions and personal answers, but it comes together to tell such a great (and happy) story!

Do your research

Seems like a no brainer right? But doing a little research packs a punch and ensures you come off like you at least have some interest in what the person is talking about. Use those fingers and get to Googling! Search social media and look for past articles or interviews with the person. (But don’t just copy the questions! That’s lazy and boring for readers who are really interested.) Check out ProActive’s blog based on an interview between physiotherapist and co-owner Justin Whittle and rugby player Pat Parfrey. Tidbits of his past and family pop up within the story even if those questions were never asked directly. Good research makes for good reading!

Arm yourself with knowledge you’ll have a better interview. And as my Nan always said, “Luck favours the prepared!”

Fake it ‘till you make it

Not getting what you need? Ask a way-out-there question, be creative, pop in some weird fact you found in your research, or just plain wing it! Even if you’re not the world’s best interviewer, act like you are, and the convo will flow. After all, we can’t all be Strombo, but we can certainly try! (By the way, here’s the master himself interviewing the one and only Will Ferrell)

Goodnight and good luck

And that’s it, in a nutshell. Depending on the topic and the person being interviewed, you adjust yourself accordingly, but let me tell ya, a good interview can be a key source to creating great content. Oh, and if you’re looking for some advice on content marketing, or a marketing plan, we got you! Contact us today!


Looking forward,



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