Expert Interviews: Stop Generic Questions in 2026

There’s a staggering amount of misinformation out there regarding how to conduct effective interviews with industry experts for marketing content, leading many to waste time and miss golden opportunities. If you’re not getting compelling insights, you’re doing it wrong.

Myth 1: You just need a list of questions.

Many marketers believe that a solid list of questions is all it takes to get great content from an expert. They whip up 10-15 generic questions, hop on a call, and expect magic. This is a monumental mistake, a rookie error that I see far too often, even from agencies that should know better. A mere list of questions is a recipe for bland, surface-level responses that offer no real value to your audience.

The truth? Your questions are only as good as your research. I once had a client, a B2B SaaS company specializing in AI for logistics, who insisted I interview a prominent supply chain analyst. They provided me with his LinkedIn profile and a list of questions like, “What are the biggest trends in logistics?” and “How is AI impacting supply chains?” My initial thought was, this is going to be a disaster. Generic questions get generic answers. Instead, I spent hours researching this specific analyst’s recent publications, his speaking engagements, and even his nuanced opinions on specific industry challenges like “last-mile delivery optimization” and “port congestion in the Port of Savannah.”

According to eMarketer’s 2026 Marketing Trends Report, personalized and data-driven content is paramount, and you can’t get that from generic interviews. I tailored my questions to his specific work, referencing his recent article on predictive analytics for inventory management. I asked, “In your recent piece on predictive analytics, you mentioned the challenges of data silos. Can you elaborate on a specific instance where a company successfully broke down those silos to improve their forecasting accuracy, perhaps something you observed in the Southeast distribution corridor?” This isn’t just a question; it’s an invitation for a detailed, personal anecdote that only he could provide. The result was an interview packed with unique insights and specific examples, not just rehashed industry platitudes.

Myth 2: Experts love to talk about themselves.

While many people enjoy sharing their experiences, assuming an expert wants to pontificate about their entire career is a dangerous misconception. This often leads to interviewers asking broad, biographical questions that chew up valuable time without yielding actionable content. Your audience doesn’t care about their life story; they care about what the expert knows that can help them. The expert’s time is precious—treat it that way.

My approach is to focus on their expertise, not their ego. I rarely start with “Tell me about yourself.” Instead, I jump straight into the meat of the topic, often using a question that establishes their authority while immediately seeking an insight. For instance, if I’m interviewing a cybersecurity expert for a financial services client, I wouldn’t ask, “How did you get into cybersecurity?” That’s a waste. I’d ask, “Given the recent surge in ransomware attacks targeting financial institutions, particularly those operating legacy systems in the greater Atlanta area, what’s one counter-intuitive defense strategy you’ve seen succeed where others fail?” This question immediately positions them as the authority, acknowledges their work, and demands a specific, valuable answer.

The key is to frame questions that elicit specific examples, case studies, or actionable advice. Experts are often eager to share their knowledge and demonstrate their value, but they respond best when the questions are focused and relevant to the content you’re trying to create. They want to contribute something meaningful, not just fill airtime. Think about it: if you’re a busy CMO, do you want to recount your career path, or do you want to share your latest triumph in customer acquisition using Google Analytics 4 data? For more on maximizing your acquisition efforts, consider our insights on Acquisition Marketing: Why GA4 Matters in 2026.

Myth 3: You should stick strictly to your script.

Having a well-prepared interview guide is non-negotiable, but rigidly adhering to it is a surefire way to miss out on unexpected gold. Many interviewers treat their question list like a sacred text, going through it point by point even when the conversation veers into incredibly interesting, unscripted territory. This is where truly insightful content lives, lurking just off your prepared path.

I learned this lesson the hard way early in my career. I was interviewing a packaging innovation expert for a consumer goods brand. My script was tight, covering sustainable materials and supply chain resilience. About 20 minutes in, she mentioned, almost as an aside, “Of course, none of this matters if your product can’t survive the new automated sortation centers. We’re seeing a 15% increase in damaged goods for certain categories.” My script had nothing about automated sortation centers. My initial impulse was to nod and steer back to my next question. But I paused. “Hold on,” I said. “Automated sortation centers? Can you tell me more about that? What specific challenges are you seeing, and what solutions are emerging?”

That pivot led to a 10-minute tangent that became the most compelling part of the entire article. It was an unforeseen, highly relevant pain point for the industry that my research hadn’t fully uncovered. According to a recent IAB report on content effectiveness, content that addresses niche pain points and offers unique solutions performs significantly better in terms of engagement and shareability. Had I stuck to my script, I would have missed that entire angle. My advice? Have your script, but use it as a guide, not a straitjacket. Listen intently, and don’t be afraid to chase an interesting thread. The best insights often come from the unexpected. This approach is key to developing action-oriented prowess in 2026 marketing.

Myth 4: Transcription and organization are afterthoughts.

The interview is over, you’ve got your recording, and you feel accomplished. Many marketers then dump the recording into a generic transcription service, skim the text, and start writing. This disorganized approach is a colossal waste of the valuable insights you just gathered. Without proper transcription and meticulous organization, you’ll spend hours sifting through audio or text, missing key quotes, and struggling to connect disparate ideas.

My process is rigorous. Immediately after the interview, I upload the audio to Otter.ai for an initial transcription. While the AI is good, it’s not perfect, especially with industry-specific jargon or accents. I then dedicate time to reviewing and correcting the transcription myself. This isn’t just about accuracy; it’s about re-engaging with the content and letting the expert’s voice sink in again. As I review, I use a dedicated document or spreadsheet to pull out key quotes, categorize them by theme, and even note potential headline ideas or pull quotes. I’ll highlight particularly impactful statements, specific data points, or compelling anecdotes. For example, if I’m interviewing an expert on sustainable packaging, I might have categories like “Biodegradable Materials,” “Circular Economy Models,” and “Consumer Perception.” Under “Consumer Perception,” I’d drop in a direct quote like, “Consumers in the Buckhead area are increasingly willing to pay a 10-15% premium for truly compostable packaging, but only if the disposal instructions are crystal clear.”

This systematic approach means that when I sit down to write, I’m not staring at a blank page. I have a curated library of the expert’s best insights, pre-categorized and ready to be woven into the narrative. It’s the difference between rummaging through a messy garage for a specific tool and having a perfectly organized toolbox. This level of meticulousness ensures that every valuable nugget from the interview makes it into the final content, maximizing the return on the expert’s time and your effort.

Myth 5: You don’t need to build rapport.

Some marketers view interviews as purely transactional: get the information, and get off the call. They jump straight into questions without any warm-up or attempt to connect with the expert on a human level. This is a huge misstep. People, even busy industry leaders, are more likely to open up and provide richer, more candid insights when they feel a sense of rapport and trust with the interviewer. Ignoring the human element is a disservice to both your content and your professional reputation.

Building rapport starts before the call even begins. A brief, polite email confirming the time and expressing genuine excitement for the conversation goes a long way. At the start of the call, I always take a couple of minutes for a genuine, non-interview-related chat. “How’s your week going?” or “I saw you recently spoke at the Georgia Tech Supply Chain Forum—how was that?” These aren’t just pleasantries; they’re icebreakers that show you see them as a person, not just a data source. My goal is to create a conversational atmosphere, not an interrogation.

This approach pays dividends. During an interview with a financial technology expert for a piece on blockchain in real estate, we spent a few minutes discussing the burgeoning tech scene in Midtown Atlanta. That small connection eased him into the conversation, and he subsequently shared a nuanced perspective on regulatory hurdles in Georgia that he might have otherwise held back. His insights were far more detailed and opinionated than if I had just launched into “Question 1.” Remember, people share their best stuff with people they like and trust. A little human connection goes a long way in unlocking truly expert insights. Don’t underestimate its power. Understanding these nuances can significantly impact your FinTech expert interviews and drive higher CTR in 2026.

Mastering interviews with industry experts is less about asking the “right” questions and more about meticulous preparation, active listening, and strategic follow-up. By avoiding these common pitfalls, you will consistently extract compelling, authoritative content that truly resonates with your target audience and establishes your brand as a thought leader.