One Interview, a Month of Content: The Art of Repurposing Content
Content marketing is a fast-paced world, and healthcare organizations need a steady stream of credible content to stay relevant.
The problem? Busy subject-matter experts (SME) don’t have time to write the content, and marketing teams don’t always have the clinical expertise to create content on their own.
That’s where an SME interview can help.
An experienced writer from Comma Copywriters can interview the healthcare expert, find the ideas and insights worth developing, and turn that conversation into multiple pieces of content. No need to take the time for multiple interviews or guess at complex healthcare topics — just one interview that can be turned into a month of quality, impactful content.
The Interview Is the Starting Point
The interview is the starting point, not the finished product. It can be the jumping-off point for a wide range of content, from blogs to social posts and thought leadership pieces.
Scheduling an interview per piece of content simply isn’t feasible. But a slight change in the interview approach can provide the writer with the necessary information to fill the entire content calendar.
Even when an interview focuses on a particular subject, the writer isn’t just asking questions about that topic. They’re also listening for and learning about new healthcare developments, relevant stories and examples, interesting observations, areas where the expert has unique perspectives or experience, and related topics that can be explored in future content. They can then use the extra information gathered to write multiple pieces of content.
In short, one quality SME interview can become more than just one piece of content.
Turning One Interview Into a Variety of Content
To stay relevant in a complex content world, healthcare organizations need to produce a steady stream of content across multiple channels. A strong content marketing strategy requires a wide range of content types to reach various audiences. One good conversation can lead to ideas for many types of content, including:
Blog posts. The original topic may become the main blog post, but the interview can reveal additional angles that deserve their own articles.
LinkedIn content. The writer can pull out individual insights, expert opinions, statistics, or practical advice and turn them into posts.
FAQs. What questions does the SME answer frequently? Those answers can become useful FAQ content for the website.
White papers and guides. An interview may provide material that can be combined with additional research for a more detailed, in-depth resource.
Email and newsletter content. A compelling insight from the interview can become a newsletter topic or a way to introduce readers to a longer piece.
Short-form video. Clear, concise answers can create scripts or talking points for videos.
Future content ideas. Instead of ideas disappearing into interview notes, the writer can flag ideas for future content and even ask the SME what other topics they recommend covering.
Using an Interview To Identify Future Topics
Many Comma clients come to us with the topics they want to cover. But sometimes the harder question is: What should we write about next? That's where the writer can help.
The writer is already interviewing SMEs and becoming familiar with the organization's areas of expertise. They bring a fresh perspective and can identify potential topics based on:
Questions that came up during the interview
Related topics the SME mentioned
Gaps in the existing content
Questions audiences are likely to have
Seasonal or timely topics
Opportunities to expand on successful content
The writer can be a valuable partner to the healthcare marketing team and bring their ideas for consideration rather than expecting the marketing team to generate every topic themselves.
Comma does more than just execute a predetermined editorial calendar. Our experienced writers can collaborate on content strategy and topic development, so you aren’t alone in content management.
Adapt the Same Expertise for Different Audiences and Channels
One Interview Across All Channels
Turning one interview into multiple pieces of content doesn’t mean duplicating content or copying and pasting slightly different versions of the same blog post. Experienced writers consider what makes sense for each format and audience and adapt a single interview into a far-reaching content strategy.
For example, the interview can lead to a comprehensive blog explaining the topic. That conversation can continue on LinkedIn with an article highlighting a single strong insight that provides a direct answer to a pertinent question. A newsletter can deliver a useful takeaway that encourages further reading, and a white paper can dig deeper on the subject with support from additional research.
The SME's expertise provides the foundation. The writer's job is to shape that expertise into content that works for the intended audience and channel, while keeping each piece unique and relevant.
A Strategic Content Strategy Starts Here
Work Smarter, Not Harder
Creating a strong healthcare content calendar doesn't have to be overly complicated or time-consuming. But it does need to be strategic. With the right content process and an experienced writer, one focused SME interview can become a month's worth of useful content and serve as a starting point for what's next.
Ready to see where your content strategy could be working harder? Schedule a discovery call with Comma Copywriters to identify opportunities to turn more of your content traffic into meaningful new patient inquiries.
