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 powerhouse 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 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. From a list of the content formats I consider to tips for optimizing each one, here’s how to get the most out of what you already have.
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 content marketing, you can always practice with a teammate or friend. Whether it’s a story about their career or step-by-step guide to making a signature dish, everyone has something they can talk about in detail. We’re all experts in something!
Repurpose your into multiple content formats (and optimize for each)
Now that you've completed the interview, reviewed your notes and transcripts, and curated your content, 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 for experts who have a large or targeted 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 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: Repurpose interview content for your website or a targeted landing page to craft trust-building copy, 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 content, 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.