How to Create Interview-Based Content That Actually Moves the Needle in Software Consultancy Marketing

If you're a content marketer in a software consultancy, you've probably noticed: most interview-based blog posts are forgettable. A few polite questions, some safe answers, maybe a thin sprinkle of insights, and then they fade into the content abyss.

But when done right, interview content can be one of the most powerful tools in your arsenal. It can show prospects you understand their world, build credibility through stories, and answer objections before they’re even voiced.

Let’s break this down by looking at a real example: Netguru’s interview with Eddie Dubiel from Finstreet about bringing innovation into the German financial sector. I’ll walk you through what worked, what didn’t, and how you can apply these lessons to your own interview-based content.

What this interview was about

The piece dives into how Finstreet, working with Netguru, developed an accounting tool for SMEs inside a large German bank. It explores the challenges of innovating in highly regulated environments, balancing speed with predictability, and convincing conservative organizations to embrace new solutions.

Translation: this wasn’t fluffy thought leadership. It was a peek inside the messy, real world of financial software innovation.

What the company was offering

While the piece doesn’t hammer you with sales copy, the offer is clear between the lines: Netguru helps financial institutions and fintechs build software products, even under the constraints of heavy regulation, legacy systems, and risk averse stakeholders.

That’s a powerful signal for anyone considering a consultancy partner in banking, finance, or other regulated industries.

Funnel fit: Which stage does this support?

This is squarely mid funnel content. It isn’t explaining what fintech is or why innovation matters. Instead, it shows how a consultancy actually tackles real-world problems.

That makes it perfect for prospects who already know they want to innovate but are asking themselves: Which partner understands my challenges, and can I trust them?

Strengths of the piece

Here’s why this interview works:

1. Authentic voice – Using Eddie’s direct words made the story human, not corporate.
2. Concrete detail – Examples like automatic logout, encrypted connections, and hosting provider selection gave the piece practical weight.
3. Objection handling – Addressing predictability vs speed, regulatory constraints, and adoption hurdles head on built credibility.
4. Subtle positioning – Netguru didn’t scream hire us. Instead, they showed they know how to deliver in hard conditions.

For a prospect in finance, that’s persuasive.

What it lacked (and how it could improve)

Even good content leaves room to level up. Here’s where Netguru’s interview fell short:

• Outcomes weren’t quantified. No adoption metrics, ROI, or time to market numbers were shared.
• No strong call to action. Readers weren’t clearly guided to the next step.
• Limited visuals. Diagrams, adoption curves, or feature comparisons could have reinforced the story.
• One voice only. Additional perspectives from users or banking stakeholders could have added depth.

One way to solve this? Use asynchronous interviews to capture insights without scheduling nightmares. Join the pilot program to see how it works.

Key lessons for content marketers in software consultancies

If you’re creating interview-based pieces, steal these lessons:

1. Pick subjects with real stakes. Complex projects in regulated industries make for richer, more credible stories.
2. Push for detail. Extract trade-offs, lessons learned, and even failures from your interviewee. That’s what resonates.
3. Position implicitly. Show your consultancy’s expertise through the story, not a sales pitch.
4. Surface objections. Talk about risk, cost, regulation, integration — the exact things prospects worry about.
5. Make it scannable and reusable. Use clear sections, bullets, and quotable insights that can be repurposed for LinkedIn or newsletters.
6. Always give a next step. Even mid funnel readers need to know how to go further with you.

The takeaway

Interview-based content doesn’t have to be filler. When done well, it becomes a credibility engine: it shows your consultancy understands high-stakes environments, knows how to deliver, and has the humility to share real challenges.

If you’re in software consultancy content marketing, your goal isn’t to write another nice chat. Your goal is to create content that earns trust and nudges prospects closer to choosing your firm.

Done right, the interview format might just be your most underused conversion tool.

Want to create interview-based content faster?
Use asynchronous interviews to capture insights without scheduling meetings. Our content generation tools help turn interviews into publishable content automatically. Learn more about interviewing experts without meetings and interview-based content marketing.