We all know that content is king. But to develop authentic content with just the right voice, consider conducting an interview.

Interviews offer a first-hand account of the work being done. Whether you’re speaking with a charity beneficiary, CEO, or staff in the field, the person you’re talking to could hold the key to elevating your copy. But how do we conduct productive and enjoyable interviews to coax out the good stories?

Here are a few tips I’ve found helpful.

1) Do your research.

Find out as much as you can about the program, work, and person before you speak. Being prepared will keep the conversation rolling!

2) Prepare a list of key questions. (But you don’t have to ask them!)

Seriously, there’s nothing more boring than a Q & A session. But planning how you want to frame the conversation will provide direction. Prepared questions can also be handy if there’s a lull.

3) Keep it a conversation.

Yep, I know I just said to make a list of questions, but that’s just to help you prepare. Stay loose and relaxed, and listen more than you speak. Often, the most exciting tidbits arise unexpectantly in a natural conversation. Be ready for them, and then dig deeper when they appear.

4) You know the listen more than you speak tip I just mentioned? I mean that.

Look, I know you can contribute to the conversation. But this isn’t about your take. A too-talkative interviewer can shut down a lively discussion.

5) Record the interview.

Everyone has the technology. There’s no reason not to record the conversation, and I promise you’ll be glad you did. Be sure to ask for permission first!

Interviewing gets easier with practice, but you’re not always guaranteed magic. Sometimes, the chemistry just isn’t there. But if you can orchestrate the dialogue by asking a few good questions, chances are you’ll come away with some strong material.

Happy interviewing!