Interviewing subject matter experts (SMEs) can take your content marketing to the next level. And if you have a complex medical product or service, interviews are likely required to craft compelling content.

But if you haven’t conducted a ton of interviews, they can also be pretty intimidating. You might feel nervous—even after hundreds of interviews, I still have a flutter of nerves now and then—and so might your SME.

One way around it is to outsource your interviews to your writer. But if that’s not an option, or you’d prefer to conduct the research yourself, take these 5 steps to ensure your interview is a success.

‘Tis the season for content refreshes!

Or at least that’s how it feels to me. This month, I’ve been inundated with content refresh requests, from both new and existing clients.

And I’m really happy about it. I love working on content refreshes, which are the crucial next steps after a website content audit. I get to take content that isn’t really working for my clients and turn it into something impactful that helps their readers and supports their business goals.

Of course, brands love refreshes too. During a refresh, you get to take older or underperforming content and replace it with content that’s top-of-the-line, which quickly boosts the overall quality of your content marketing.

With that said, you need a refresh strategy to ensure you end up with content that’s significantly better than what you started with. So ask these 5 questions for every piece of content you refresh to get meaningful results.