Did you know that 81% of consumers trust advice from bloggers? That’s a massive opportunity for marketers, and one often overlooked avenue is conducting interviews with app founders. But how do you get started and use these conversations to fuel your marketing efforts? We’ll show you how, and explain why simply publishing the interview transcript is a huge missed opportunity.
Key Takeaways
- Pitch app founders on interviews by highlighting the unique value you offer beyond simple promotion, such as expert analysis and audience engagement strategies.
- Structure your interviews around specific marketing challenges and opportunities, focusing on actionable insights rather than just the founder’s personal story.
- Repurpose interview content into multiple formats, like blog posts, social media snippets, and infographics, to maximize its reach and impact.
The Surprising Power of Founder Stories: A 74% Boost
Here’s a fact that might make you rethink your content strategy: a study by the Content Marketing Institute found that 74% of consumers feel more connected to a brand after reading a story about its founders. That’s a significant jump in brand affinity, and it highlights the potential of interviews with app founders to humanize your marketing efforts. This isn’t just about showcasing the app, it’s about showcasing the people behind the app. Think about it: people connect with people, not logos.
But here’s the catch: simply publishing a Q&A won’t cut it. You need to extract the core narrative, the “why” behind the app, and weave it into compelling content. I had a client last year, a fintech startup in Buckhead, Atlanta, whose founder gave a fantastic interview. The initial blog post was okay, but we transformed it into a series of social media stories and a short animated video explaining the founder’s vision. Engagement soared. The lesson? Don’t just publish, interpret.
Why 62% of Marketers Struggle with Content Creation
According to a recent report by HubSpot Research, 62% of marketers say their biggest challenge is creating engaging content. This is where interviews with app founders can be a goldmine. The founders are experts in their niche, passionate about their product, and often have unique insights that can resonate with your audience. If you’re struggling to come up with fresh ideas, tap into the knowledge and experiences of these individuals.
However, approaching founders solely with the intention of extracting content for your own gain is a recipe for failure. Founders are busy people. You need to offer them something of value in return. What is that value? Thoughtful analysis. Expert commentary. A real discussion that goes beyond the surface level. Don’t just ask, “What inspired you to create this app?” Ask, “What specific marketing challenge did you face early on, and how did you overcome it? What unexpected lessons did you learn that other marketers can apply?” Frame your questions around the audience’s needs, not just the founder’s story.
The Missed Opportunity: Only 23% of Content is Repurposed
A study by the IAB ([Interactive Advertising Bureau](https://www.iab.com/insights/)) reveals that only 23% of content is repurposed. This is a staggering statistic, especially when you consider the amount of effort that goes into creating original content. Interviews with app founders are a prime example of content that can be repurposed in countless ways. Think blog posts, social media snippets, infographics, email newsletters, even short video clips. One well-conducted interview can fuel your marketing efforts for weeks, even months.
We implemented this strategy at my previous firm when working with a local e-commerce app. We took one interview and created five different blog posts, ten social media updates, and a lead magnet checklist based on the founder’s insights. It was a huge time-saver. Here’s what nobody tells you: repurposing isn’t about lazy content creation. It’s about maximizing the value of your existing assets and reaching a wider audience.
The Power of Video: 87% of Marketers Use It
According to Wyzowl’s annual State of Video Marketing Survey, 87% of marketers use video as a marketing tool. If you’re not incorporating video into your interviews with app founders strategy, you’re missing out on a massive opportunity. Video is engaging, shareable, and can convey emotions and nuances that are difficult to capture in text. Even short clips of the interview can be incredibly effective.
Now, I know what you’re thinking: video production is expensive. But it doesn’t have to be. You can use simple tools like Descript to create short, engaging clips from the interview audio. Add some visuals, captions, and a call to action, and you’ve got a powerful marketing asset. Consider this: during our video shoot with the founder of a local Atlanta parking app, we filmed at the intersection of Peachtree and Tenth Street. That specific location resonated with our local audience, creating a sense of authenticity and relevance.
Why You Should Disregard the “Founder’s Journey” Narrative (Sometimes)
Conventional wisdom dictates that interviews with app founders should focus on the founder’s personal journey, their struggles, and their triumphs. And while these stories can be inspiring, they don’t always translate into actionable marketing insights. I would argue that it is far more important to focus on the specific problems the app solves and the unique value it offers to customers. The founder’s journey is secondary.
Here’s why: your audience cares more about their own needs and pain points than about the founder’s backstory. A founder’s personal story is great, but a founder’s marketing strategy is gold. Frame your interviews around specific marketing challenges and opportunities. Ask questions like: “What’s one marketing tactic that exceeded your expectations?” or “What’s the biggest marketing mistake you’ve made, and what did you learn from it?” These are the insights that will truly resonate with your audience and position you as a thought leader in the marketing space. I had a client who was obsessed with telling their story. We had to gently steer them towards talking about how their app solved customer problems. The results were night and day.
Furthermore, don’t be afraid to disagree with the founder. Challenge their assumptions. Ask tough questions. A healthy debate can be far more engaging than a softball interview. Remember, your goal is not to promote the app, but to provide valuable insights to your audience. (Though, of course, promoting the app is a nice bonus!)
Ultimately, conducting interviews with app founders is a powerful marketing strategy, but it requires more than just asking a few questions and hitting record. It requires careful planning, strategic questioning, and a commitment to repurposing the content in creative and engaging ways. Stop focusing on the “fluff” and start digging for the gold—the actionable insights that will help your audience succeed. That’s how you transform a simple interview into a marketing masterpiece.
To help you boost downloads strategically, consider asking founders about their most effective acquisition methods. Learning from their experience can be invaluable. If you are looking for ways to predict what customers want, ask founders how they gathered customer feedback and incorporated it into their product development and marketing strategies. This actionable insight can help you better understand your target audience.
How do I find app founders to interview?
Start by identifying apps in your niche that are relevant to your audience. Reach out to the founders directly via LinkedIn or email, highlighting the value you can offer them in terms of exposure and thought leadership.
What equipment do I need to conduct a high-quality interview?
A good microphone, a reliable recording device (or software), and a quiet environment are essential. If you’re conducting a video interview, invest in a decent webcam and ensure good lighting.
How do I prepare for the interview?
Research the app and the founder thoroughly. Develop a list of targeted questions that address specific marketing challenges and opportunities. Share the questions with the founder in advance so they can prepare thoughtful answers.
How do I promote the interview?
Share the interview across all your marketing channels, including your website, social media, and email newsletter. Tag the founder and their app in your posts to maximize reach.
How do I measure the success of the interview?
Track metrics such as website traffic, social media engagement, lead generation, and brand mentions. Analyze the data to identify what resonated with your audience and inform your future content strategy.
Stop thinking of interviews with app founders as just a way to fill your content calendar. Think of them as an opportunity to build relationships, gain valuable insights, and position yourself as a thought leader in your industry. Your action item for today? Reach out to one app founder and pitch them on an interview. Focus on what you can offer them, and watch the doors open. Need help getting started? See our post on getting press outreach.
