Content from conversations: the art of the interview

Wednesday 20 March 2024, 16:10 UTC, Stage 1

Discover strategies for impactful content creation through interviews, exploring the balance between research and spontaneity, crafting questions, and connecting with audiences deeply.

In the last 3 years alone, Tony has sat across from over 100 people, striking up a conversation to create the basis for content, be it video, written features, a press release, or something else entirely. In this talk he’ll share lessons learned in how to get the most our of those interviews.

Should you always do as much research as possible, or can you be over prepared? What makes a good question? How can you get to the heart of the story to reach the hearts and minds of your audiences?

From the times he got it right to the times it went horribly wrong, in this talk you’ll learn some of his top learnings from these conversations, to empower your efforts to capture a story for your content through conversations.

Session takeaway

Practical and applicable tips to apply to your interviews to get the very best content

Meet your session facilitator

Tony Sheridan (Saudi Arabia)
Senior Digital Campaigns Manager, King Abdullah University of Science and Technology (KAUST)

Tony Sheridan is the Senior Digital Campaigns Manager at KAUST, one of the top-ranked research universities in the world. Since joining in April 2021 he has brought their campaigns to new heights, working with high-profile, truly global brand partners such as McLaren Formula 1 racing team, Times Higher Education, AAAS/Science, National Geographic, and more. Tony has worked in branding, marketing, and communications for nearly 15 years, primarily within the Higher Education sector. He also has consulted extensively across the non-profit, community, and charity sectors helping organisations set ambitious goals, develop effective strategies, and deliver results.

Tony’s campaigns at KAUST have been recognised with multiple international awards.

Languages spoken: English (and a bit bit of Arabic)

A global problem they’d love to solve: Misconceptions of the Middle East, living here has opened my eyes and my mind more than I could have imagined

Something they can’t be without: Asana project management software, we've started using it for everything in work and I can't imagine my life without it now