In this article
TL;DR
One well-prepared 15-minute call with a subject-matter expert can fuel an in-depth article, four LinkedIn posts, and a sales one-pager. The trick isn’t a longer interview — it’s better questions and a repurposing plan you set up before you hit “record”.
Every tech company sits on a goldmine of expertise — engineers, product managers, and founders who know things no competitor can copy-paste. The problem? Their calendars. Nobody has three hours for a content workshop. The good news: they don’t need to.
Here’s the exact process we use at Contentki to turn one short expert call into a month’s worth of content.
Why interviews beat desk research
Generic research gets you the same three sources everyone else quotes. An interview gets you the war stories: the migration that went sideways, the metric that surprised everyone, the advice the expert wishes someone had given them. That’s the material search engines now reward — and readers actually remember.
Copy-cat content doesn’t rank anymore. Lived experience does.
Before the call: do the homework
The 15-minute interview works only because the preparation happens without the expert. Before we schedule anything, we:
- Research the topic ourselves — so we never waste call time on things Google can answer.
- Prepare 5–7 targeted questions — specific enough that the answers can’t be generic.
- Define the content package upfront — we know before the call which article, posts, and materials this conversation will feed.
Pro tip: send the questions a day ahead. Experts give sharper answers when they’ve had one coffee’s worth of thinking time — and nobody feels ambushed.
During the call: 15 minutes, used well
“Don’t ask ‘what are the best practices?’ Ask ‘what did you change after the last incident?’ The second question has an answer only this person can give.”
— from our internal interview playbook
We record everything (with permission), listen more than we talk, and chase every anecdote — because anecdotes become hooks, and hooks are the hardest thing to fake.
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After the call: one input, many outputs
This is where the math gets fun. A single transcript typically becomes:
One in-depth article (1,500–2,000 words)
Built around the expert’s insights, SEO-optimized, in language the target audience actually understands.
Three to four LinkedIn posts
Each anecdote or contrarian take becomes a standalone post — published under the expert’s name, where B2B buyers actually are.
One sales enablement piece
The same insights, reframed for the bottom of the funnel: a one-pager, a case-study angle, or objection-handling copy.
One 15-minute call, six pieces of content. The repurposing map we use for every interview.
Key takeaways
- Expert time is the scarcest resource in content marketing — respect it with preparation.
- Ask for stories and specifics, not opinions and best practices.
- Plan the full content package before the interview, not after.
- One good transcript should never become just one piece of content.
( shameless plug — but a relevant one )
Want interviews like this done for you?
We run the calls, ask the right questions, and turn the answers into content that ranks and converts.
Written by Ania & Kasia — the Contentki duo
Two experienced content marketers, zero account managers. We help tech brands become the go-to source for their customers through expert-driven content. Read Our Story →