Zühlke's Digitalisation Story: What Makes Interview Content Work

If you're a content marketer at a software consultancy, you've probably wrestled with the question: How do I make interview-based content actually work as marketing, not just as a nice conversation?

I recently studied an interview piece by Zühlke, a global tech consultancy, where they spoke with Emmi Group about how COVID accelerated digitalisation. It’s a great case study to learn from, so let’s break it down and pull out lessons you can use right away.

What the piece was about

The interview explored how the pandemic sped up digital transformation in the food industry, especially in direct-to-consumer and omnichannel strategies. It paired insights from a client executive (Emmi) with perspective from a Zühlke consultant. The focus was not on tech features but on the bigger picture: customer behavior shifts, organizational mindset, and the role of external partners.

What Zühlke offers (and how it comes through)

Even without a hard sales pitch, it’s clear Zühlke positions itself as more than a software builder. They come across as a strategic partner in digital transformation: providing external perspective, helping companies rethink models, and aligning technology with business outcomes. That’s exactly the kind of positioning a consultancy wants to reinforce.

Funnel stage: where this fits

This content lives solidly in the awareness to consideration stage. It’s not about selling a project. It’s about making decision makers realize:

• Digitalisation urgency is real
• Peers in their industry are already moving
• External partners like Zühlke add value

That’s a smart play: build credibility, then invite readers to explore further content or conversations.

Strengths marketers can learn from

Here’s what worked really well in this interview:

• Credible voices: pairing a client leader with a consultant made the piece feel balanced and trustworthy
• Timely hook: tying it to COVID gave urgency and relevance
• Concrete example: Emmi’s D2C “Kaltbach Boutique” shop gave the story tangibility
• Mindset focus: positioning digitalisation as culture and strategy, not just IT
• Subtle positioning: the consultant’s voice was present without a sales pitch

That combination builds authority and positions Zühlke as a thought leader.

What it lacked (and how it could be stronger)

Even a strong piece can be sharpened. A few things I noticed:

• No metrics: readers crave numbers. Even rough stats on sales growth or adoption would add weight
• Limited CTA: beyond site navigation, there wasn’t much to pull readers into the next step (like a checklist or guide)
• Not enough “how”: we hear Zühlke can help, but we don’t see their methodology. A small peek into their process would have reinforced credibility
• Few visuals: a summary box or diagram of “3 takeaways” would make the content more scannable and shareable

Key takeaways for content marketers

If you’re creating interview-based content for a software consultancy, here are the lessons you can take straight to your next project:

1. Pair client + consultant voices to build credibility and show partnership in action
2. Hook into macro trends that create urgency. Readers are more likely to pay attention when the stakes are real
3. Use concrete stories and names instead of vague statements
4. Know your funnel stage. Upper funnel content should inspire, not sell. But don’t forget to offer a next step
5. Add proof points. Stats, outcomes, even small metrics build trust
6. Show a little of your process. Without turning it into a pitch, reveal how your consultancy thinks
7. Make it easy to skim and share with visuals, bullets, and pull quotes

Closing thought:
Interview-based content works best when it's more than a conversation. It should tell a story, give credibility to both sides, and position your consultancy as the partner who "gets it." Done right, it's one of the most powerful forms of thought leadership in a software consultancy's toolkit.

Want to create interview-based content faster?
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