What Makes a Great Expert Interview? Lessons from a Writer's Perspective
Many assume asking good questions is the golden ticket to a great content or media interview, but it’s about so much more than that. After leading and co-leading hundreds of interviews, I’ve found that a skilled interviewer isn’t just focused on the questions—they’re totally present, genuinely empathetic and caring, and adaptable, creating an environment where the subject feels comfortable and happy to talk.
Terrific interviews are all about an open and comfortable conversation—an energetic exchange of thoughts and ideas. Whether you’re a new reporter interviewing an expert for a story, or you work in-house for a brand and want to create compelling owned content, here are some key lessons I’ve learned over the years.
Great interviews are rooted in next-level prep work
The best interviews don’t happen by chance—they’re the result of intentional preparation. Before you pick up the phone, hop on a video call, or sit down with your subject, you need to understand who you're talking to, what they care about, and why they want to participate. Everyone has a motivation, whether it’s to build brand awareness, promote a product, or establish credibility. An interview should always be mutually beneficial.
Knowing what drives your subject is not only crucial for the conversation—it can also help you land the interview in the first place! For example, when I reached out to Arianna Huffington for an interview for Business Insider, I knew she was actively doing press for the launch of Thrive Global. Understanding her motivations helped me craft a pitch that resonated with her goals, and we were able to align on the timing and content. Similarly, when I approached bestselling author Jenny Han during her book tour, I knew she had a fun (and unexpected) angle to bring to the conversation.
Preparation goes beyond just drafting questions. It means understanding your subject’s work and defining your objective. What do you want to achieve with this interview? Are you gathering insights for an article or email newsletter, or planning to turn the conversation into social posts or a podcast episode? Knowing your goal helps you structure the conversation and make the most of everyone’s time.
Comfort is key to having an open, flowing conversation
Even when you’re interviewing someone who is well-known, they may not be comfortable with being in the hot seat. Speaking on the record can be intimidating, so set the stage for them by creating a safe, open environment.
I’ve had brilliant people join interviews and immediately express how anxious they feel. One of my go-to tactics is offering reassurance. I’ll say something like, “I’m not here to trip you up, I just want to hear your thoughts and learn from your experience.” This usually helps them relax and settle in. (Kate Winslet famously did this sort of in reverse, with a young journalist who was interviewing her—if you haven’t watched the clip yet, it just might be the loveliest thing you see all day. Simply being real and kind goes such a long way.)
Starting with general, warm-up questions will help ease the interviewee into the conversation. As you move forward, gradually dive deeper into more specific topics. If you're in person or on a video call, pay attention to their body language and adjust your approach. Sometimes, a validating statement, followed by a simple follow-up like, “That’s awesome, tell me more about that,” can prompt insightful answers that take the conversation to new depths.
Asking the tough questions can help reveal a stronger story
As Canva Evangelist Guy Kawasaki says, the best interviews aren’t about asking softballs. The magic happens when you ask questions that will take the interview beyond the status quo—the ones that challenge assumptions, dive into uncomfortable territory, or push the expert to explain their thinking in a new way. But asking tough questions doesn’t mean being confrontational; it means being curious and asking for more details.
For example, if the person you’re talking with shares something that sounds a bit too scripted or polished, don’t be afraid to ask, “What challenges did you face during that process?” or “What didn’t work in your initial approach?” These types of questions usually help get a more balanced, real-world perspective.
A great interviewer knows the toughest, most uncomfortable questions can lead to the most unexpected gems. Asking these questions creates space for your subject to open up in a way that simple, feel-good questions might not. And don’t forget to listen carefully—sometimes their answers will prompt new questions that lead you down even deeper rabbit holes.
“Don’t just ask the questions everyone expects. Ask the ones that challenge assumptions, that make your guest or audience think differently. That’s where the magic happens.”
Adaptability is an underrated skill—stay flexible!
One of the biggest mistakes I’ve seen new interviewers make is sticking too closely to a script. Of course you’ll have a list of questions you want to ask, but great interviews don’t always follow a set pattern. Be ready to pivot, and you’ll stand a good chance of getting beyond the surface.
(Also, as part of being adaptable, understanding when to adhere to media guidelines—such as being on or off the record—is important. While this might not apply in the same way when you're creating owned content, respecting these boundaries in a more formal interview setting or during a media interview is key to maintaining trust with your subject. Always clarify what’s on the record and what’s off the record before diving into sensitive or personal topics.)
I once led an interview with a machine learning engineer from Meta. About halfway through the conversation, we started talking about a completely different topic—his unknown background as a classical ballet dancer! I wasn’t prepared to go down that path, but I followed it because the person was clearly passionate about it. The result? One of the most memorable blog posts we produced with the Meta Employer Brand team that year.
Let your interview flow naturally, with respect to being on or off-record. Stay curious, read the room as well as you can, listen actively, and be ready to adjust based on what you hear. Sometimes, the best conversation comes when you follow an unexpected lead.
Curating your content will make the story shine
The work doesn’t stop when the interview ends—now it’s time to turn that conversation into content! Using your notes, recordings, and transcripts, curate the key moments that will resonate with your audience. This is where the art of storytelling comes in: picking the “gems” from the conversation—the insights, advice, or anecdotes that will help you craft content that aligns with your goals.
What makes a gem? I often feel them in the moment—when someone speaks with passion or their eyes light up while talking. Post-interview, I review recordings or transcripts (I love using Otter.ai to quickly identify key moments) and look for advice that adds value, notes that will resonate with a target audience, and perspective that maps back to a brand’s content themes. Don’t hesitate to cut, condense, or save gems for later; not everything will fit neatly in one piece, but it may be perfect for a complementary email, social posts, follow-up posts, or future content.
Expert interviews are an incredibly powerful tool for storytelling. By preparing thoughtfully, asking tough questions, staying adaptable, and curating your content afterward, you can transform your conversations into more than just educational pieces—they become heartfelt, inspiring stories people can connect with. And no matter what tips or tactics you use, the most important part is bringing your own humanness into the conversation. That’s what makes the content real.