Legs for Days: How to Turn One Expert Interview Into Multiple Content Pieces
A great expert interview is more than just a conversation—it’s a treasure trove of content that can fuel your marketing calendar for weeks. Having worked with both early-stage startups and Fortune-ranked public companies like Google and Meta, I’ve seen firsthand how powerful it can be to turn a single expert interview into a range of content pieces that resonates across different platforms.
By repurposing an awesome interview, you can reach a wider audience and keep your message front and center long after the interview goes live.
Start with an expert interview
It all starts with a solid foundation. An expert interview is packed with insights you can repurpose into a ton of different formats.
If you’re new to leading interviews or creating content, start small by interviewing a teammate or friend. Whether it’s sharing their career journey or breaking down the steps to making their signature dish, everyone has expertise in something. The key is to find something they can speak about in depth, and before you know it, you’ll have a compelling piece of content to use across multiple channels.
Repurpose your into multiple content formats (and optimize for each)
Once your interview is complete and you’ve curated content from the conversation, it’s time to break it into pieces. Here are some formats I love for turning one conversation into multiple touch points:
Podcast episode: If your audience likes podcasts, turn the interview into a full episode. Add a compelling intro and outro to structure the episode, and use keywords in the title and description to help it rank.
Blog post: Next, turn the interview into a blog post highlights the heart of your conversation and some of the top key takeaways. Use SEO best practices—optimize headings, write a catchy meta description, and include internal links. This will help your post show up in search results and drive organic traffic.
Show notes: Show notes help boost SEO because they give listeners a quick recap of the conversation and include helpful links. Post your show notes to your blog and link back to your podcast episode.
Social media posts: Take a few gems (quotes, tips, or anecdotes) from the interview and share them across your social channels. I love putting together a carousel of graphic quotes for Instagram, and clients have had success publishing short video clips on Reels. When possible, get creative with LinkedIn! If your expert is willing, publishing a ghostwritten first-person post or article with a complementary slant to their personal profile is another way to extend the shelf life of your interview. This last tip works especially well with thought leaders who have either a large or niche following on the platform.
Email newsletter (or Substack): Your email list is a perfect place to share highlights and encourage your subscribers to check out the full interview. Add quotes or tips to your regular nurture stream as social proof, or feature the content in a subscribers-only Substack newsletter for a more exclusive take.
Media byline or op-ed: If your high-profile interviewee has a unique perspective, consider pitching a byline or op-ed to publications. Business Insider and Fast Company have high readership, making them two of my favorite outlets for contributed content. I usually share a full post draft when pitching editors, but soft-sounding an idea (especially when you have a relationship with a writer or editor) or sharing an abstract can work, too.
Website or landing page copy: Turn strong quotes into trust-building copy on a targeted landing page or your website, like Meta recently did on their refreshed Careers website. Then, include a CTA that guides people to the next step, whether it’s reading more, applying for a job, downloading something, or making a purchase.
Once you’ve repurposed your content, don’t just leave it sitting there! We love a good “x-posted”, so cross-promote your interview across all of your channels. Share your podcast episode in your blog post, and use social media to link to both. Repurpose your social posts throughout the next week or so, too—you could share a podcast clip one day, a quote the next, and a behind-the-scenes moment after that. This keeps the conversation going and builds momentum for your content.
Measure and optimize your published posts
Once everything is live, keep an eye on how each piece of content is performing. Analytics will help you understand what’s resonating with your audience (and where!) and help you fine-tune your future approach. If you’re not sure where to start, here are some metrics to look at:
Podcast: Downloads, listener retention, subscriber growth
Blog post: Traffic, SEO performance, conversion rates
Social media: Engagement (likes, shares, comments), reach, click-through rates (CTR)
Email newsletter: Open rates (OR), click-through rates (CTR), unsubscribes
Website copy: Conversion rates, time on page
Repurposing an expert interview isn’t just a strategy—it’s a smart way to be scrappy and reach new audiences. By turning one conversation into multiple pieces of content, you can keep your messaging fresh and relevant across channels, ensuring your audience stays engaged long after the interview goes live.
