Great Content from Client Interviews
Key Takeaways
- Consistent client interviews improve content quality by tapping into the knowledge of people who interact with end customers
- Stream Creative partnered with Weidert Group to host Experience Inbound with speakers like Brian Halligan and Mark Roberge
- Process documentation is essential for scaling - it improves deliverable consistency and streamlines onboarding
Jeff Coon, co-founder of Stream Creative, joins the show to discuss how consistent client interviews have become a cornerstone of their content creation strategy.
The Interview Process
Stream Creative conducts regular client interviews as part of their ongoing partnership packages. These interviews tap into the knowledge base of client contacts who frequently interact with end customers. The result is content that addresses real questions and concerns rather than topics the agency guesses might be relevant.
This approach directly supports the “they ask, you answer” methodology. By systematically capturing the questions that clients’ customers are actually asking, the team creates content with built-in relevance and search intent. The interviews also provide accountability - keeping clients engaged in content creation rather than letting it fall off their priority list.
Hosting Industry Events
Stream Creative partnered with Weidert Group to host Experience Inbound, a 2-day event featuring speakers including Brian Halligan and Mark Roberge from HubSpot. Strategic speaker recruitment focused on presenters with local followings to drive attendance.
Family-First Culture
Jeff also discusses Stream Creative’s culture, which prioritizes a “family-first” approach where family responsibilities take precedence. The team maintains autonomy and flexibility in work environments while using tools like Basecamp, Yammer, and Evernote to stay coordinated.