The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy

What if we told you that some of your best content is already hiding in plain sight (and you’ve probably been sitting on it for a while)?

We’re talking about tapping into the knowledge, expertise, and insights of the experts and leaders in your organization.

How? By recording expert interviews, that can become a content-generating goldmine.

At Content 10x, we believe human-led content should be the focus for B2B marketing teams who want to lean into thought leadership. Afterall, it builds trust and nurtures strong connections with audiences. And expert interviews do just that – they showcase the knowledge of your in-house experts while creating original, differentiated content that truly resonates.

And the best part? One interview could become 100+ pieces of content! You’d be surprised by how much you can get from a single conversation – blog posts, podcast episodes, short-form videos for social, image carousels, and more.

In this blog post, we’ll be exploring everything you need to know – from what expert interviews are, why they work, and how to plan, run, and repurpose them to fuel an entire content strategy (yes, it’s a B2B dream!)

But before we get into the "how," let's break down exactly what expert interviews are and why they should be part of your content strategy.

If you want to listen to more, we have also recorded a 5-part podcast series all about expert interviews, you can listen to the episodes on all of the main podcast apps, click play in the player below, or watch the series on YouTube.

What are expert interviews and why do they matter?

Put simply, expert interviews are recorded conversations with experts from within your organization and your industry (more on this below).

Expert interviews tap into unique stories and insights, creating content that AI can’t create – and that matters. On the other hand, AI-generated content is often generic, lacks depth, and struggles to provide real-world experience. Yes, it can summarize existing knowledge, but it can’t bring new insights to the table. By contrast, expert interviews can.

We recently explored this in two blog posts: How to Build a Winning Blog Content Strategy (featuring Andy Crestodina) and How to Create Content that AI Can’t Create. These conversations made one thing clear: audiences crave authentic, in-depth content. Again, expert interviews are one of the most effective ways to create this kind of content.

Expert interviews generate great content that builds trust with your audience and helps position you as a thought leader within your industry. They are conducted with your in-house experts – the people who know your business inside and out. And no, we’re not just talking about the handful of C-suite executives, we encourage you to think broader than that.

Who are the experts in your business?

A common misconception is that only your CEOs and senior executives are considered as the experts for inclusion in expert interviews. But, some of the best insights and real audience connection come from people working behind the scenes. Your experts exist across multiple areas of your business, from technical specialists to frontline teams who interact with customers daily.

Why you should consider expert interviews in your B2B content strategy

Expert interviews should be considered if you want to create thought leadership content.

We asked gen-AI tool Claude for the definition of thought leadership, and it said...

It provided characteristics of thought leadership content and went on to say, "the key distinction between thought leadership and regular content is that thought leadership actively shapes industry thinking and conversations rather than simply participating in them."

From this, it’s very clear that thought leadership content must be human led. So, we must find ways to leverage human expertise, insights, stories and advice to create thought leadership content.

This is where expert interviews provide depth, credibility, and a unique point of view that you can’t get anywhere else. For example, they can take on many forms and cover a lot of different topics – case studies, customer stories, product demos, industry insights, questions from your customers, company information, and so much more.

On the flip side, AI content is never original because it’s based on existing information. It cannot be forward-thinking. It has limited ability to think critically. Combine that with no real-world experience and no authority in any field. At Content 10x we believe that with B2B marketing you should never use AI to create your thought leadership content. We believe that interviewing experts, and creating content based off the interviews, is the way forward.

Now you know why expert interviews matter, let’s talk about how to plan and run them for the best results.

How to plan and prepare for expert interviews

You understand how expert interviews fit into your strategy and you’re ready to start filming.

WAIT – hold on a second.

Before you grab a mic and sign-up to expensive software you don’t need, first, let’s look at the necessary groundwork you should do. A well-planned interview will deliver better insights, flow more naturally, and make repurposing the content much easier.

1. Think about your purpose and content goals

The most important question to ask yourself before jumping in is: What do you want to achieve with this interview?

Are you looking to:

• Educate your audience on a complex topic?
• Provide forward-thinking views on the future of your industry?
• Share behind-the-scenes insights into your business?
• Address common customer questions?
• Something else?

Your content goals will shape everything – from who you interview to the questions you ask to how you repurpose the content. If this is part of a wider content strategy (and it should be), think about how the interview fits into your content pillars and whether it will be a one-off feature or part of a series.

2. Choose the right experts (and prep them)

Any member of your organization can be an expert as long as they have knowledge and a story to share. Job titles don’t matter as much as insights and experience.

When choosing your interviewee, consider:

• Who has hands-on experience?
• Who has a unique perspective?
• Who is a great communicator? (but this might not be obvious!)

But not everyone is used to being interviewed, and even the most knowledgeable experts might feel nervous on camera. A little preparation goes a long way.

Start by clarifying the goal of the interview – is it to educate, share a success story, provide industry insights, or explain a product? Also, let them know how many people will be there and whether it will be a one-on-one conversation or a panel discussion.

To help the interviewee feel comfortable:

• Share key topics in advance (but don’t script it!)
• Consider a pre-call to ease them in
• Remind them there’s no pressure – mistakes can be edited (unless it’s a livestream!) and pauses are fine

Deciding who should conduct the interview

It’s also worth deciding whether you’ll bring in an external interviewer to guide the conversation (e.g. work with Content 10x!) or use someone in-house. Quite often, a skilled interviewer can help draw out better insights and create a more engaging discussion.

When thinking about the final content, is your interviewer going to appear in the content or are they going to be edited out? Are you going to get an external voice over recorded for the questions asked if you use an interviewer? Or will you use a colleague to do this? There’s a lot to think about with expert interviews!

When we support our clients with expert interviews, we help every step of the way. We provide clear guidance, help them feel comfortable on camera, and ensure the conversation flows naturally. We also find the people who we think will shine best for you. With the right approach, even the most camera-shy experts can share their insights with confidence. Sometimes it’s useful to have an outside perspective!

3. Technical set-up

There is nothing worse than content with poor audio, laggy video, or unbalanced lighting. Run a pre-interview tech check before recording day to check:

• Audio quality – is it clear and working? 
• Lighting – is it natural and well balanced? 
• Internet – if recording remotely, ensure a stable connection to avoid lag or dropouts
• Background – keep it quiet and distraction-free

Remember: technical hiccups can be distracting and the more relaxed the expert feels, the more natural and engaging the final content will be.

How to run an expert interview and get the best content out of it

The prep is done, the expert is ready, and the recording is about to start. Now comes the most important part… getting engaging, high-quality content from the interview. This isn’t just about asking the right questions; it’s about creating the right environment where the expert feels relaxed and confident.

If your interviewee is nervous, help them forget the camera is there and just focus on a casual conversation. Always warm-up or ask a throwaway question first (and remind them it isn’t live... unless it is!)

What differentiates a good interviewer from a great one? Well, a good interviewer guides the conversation and keeps it on-topic, but a great one actively listens and follow-ups on potential golden moments. Look out for surprising insights, memorable quotes, or stories that bring a point to life. (These moments are perfect for repurposing, too!)

Some best practices:

• Actively listen – don’t just read off one question after another, respond to what the expert is saying
• Ask follow-up questions – if an answer feels too generic, dig deeper: "Can you give an example of that in action?"
• Bridge gaps – If they’re jumping from topics, help connect the dots for the audience
• Know when to step back – if the expert is on a roll, let them speak! 

Most importantly, know when to stop. If something seems off mid-interview, pause and fix it. Perhaps the sun has come out and is causing a glare on the interviewee’s camera. It’s always better to stop and adjust than to end up with unusable footage.

Now that the interview is done, our favorite (and most fun!) part comes next!

How to repurpose expert interviews into a full content strategy

Just like with webinars, there’s no point creating expert interviews – full of valuable insights – only to use them once.

Moreover, the real power comes from repurposing them into multiple content formats that keep working for you long after the interview ends.

If you have followed our guidance, you will have planned the content that you are going to create before you recorded your interview. So now, it’s all about executing your plan. Repurposing starts at the planning phase!

Before you repurpose anything, think about:

• What’s the main message you want your audience to know?
• What will your audience find valuable?
• Which moments – soundbites, stories, or quotes – made you pause and think?

Your expert interviews can become:

• Short-form videos – engaging clips for LinkedIn, Instagram Reels, TikTok, YouTube Shorts, etc.
• Podcast episodes – turn it into a podcast series (we can help you with that) 
• Blog posts – take a key takeaway and dive deeper into a written piece
• Social media content – thought leadership posts, image carousels, or standout quotes
• Email – newsletters or exclusive content for your subscribers

Think beyond short-form, too. Long-form content can be scaled up and built into larger assets. For example, if you’re recording a 12-episode video series, then this could make up a comprehensive end of year report or even a gated white paper or ebook. Check out 3 Ways to Repurpose Long-Form Content into Even Longer-Form Content.

Maximize content distribution & engagement

Creating the content is just the beginning, how you distribute and engage with it determines its impact. Don’t just post it and hope for the best!

On LinkedIn, get it in front of the right people by using both company and personal LinkedIn profiles – where possible, experts, interviewers, and team members should be encouraged to share content from their own profiles. Personal posts almost always get better reach and engagement than company pages, because at the end of the day, people connect with people more than brands.

However, posting isn’t enough – keep the conversation going by responding to comments, answering questions, and encouraging discussions.

Final thoughts

So, the next time you’re sitting in your content strategy meeting, think beyond the usual blog post or social update. Expert interviews bring out the voices that matter, create content AI can’t replicate, and give you a massive catalog of valuable insights to share across multiple platforms. It’s the content that just keeps on giving!

If you’re ready to get more from your expert-led content, we can help. At Content 10x, we specialize in facilitating, running, and repurposing expert interviews – turning them into high-performing content pieces that keeps working for you long after the conversation ends.

Thanks for reading. We hope you found this helpful, let us know on LinkedIn.

Content 10x is the world’s leading authority on content repurposing. Specializing in transforming your content into multiple formats and distributing it across various platforms, Content 10x helps maximize your reach and impact. Our expert team takes your core content and creates a diverse array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust Content 10x to enhance your content strategy and ensure your message is seen and heard by the right audience.

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