How to Create Interview-Based Content That Actually Moves Buyers

Lessons from a real-world software consultancy example

Interviews can be goldmines for content marketers in software consultancies. They let you showcase your experts, build trust, and share real-world insights without sounding like a sales pitch. But let's be honest: not all interview-based pieces land. Some read like dry transcripts. Others lack proof points. And a few miss the crucial link to what the company actually offers.

Recently I reviewed a Q&A piece from Endava on agentic AI in pharmaceuticals. It’s a strong example with a few lessons worth stealing. Let’s break it down so you can create sharper interview-based content that converts.

What the piece was about

The article introduced agentic AI (AI systems with autonomous “agents” that collaborate on complex tasks) and explained why it may be safer and more effective than basic generative AI, especially for regulated industries like pharma. It highlighted how these systems can “reflect,” catch errors, and improve transparency while still involving humans in the loop.

What the company actually offers

While the article itself only lightly touched on services, digging deeper shows Endava offers data and AI consulting, implementation, and an “industry accelerator” that builds agent teams for workflows. In other words, they don’t just theorize about AI; they help pharma companies put it into practice.

Where it sits in the marketing funnel

This is a mid-funnel (consideration) piece. It’s written for readers who already know AI exists and are curious about solutions for their specific industry. It educates them on why agentic AI is safer and more useful, provides early proof points, and then nudges toward webinars and contact forms.

Strengths you should steal

1. Executive authority: The article features a senior AI leader. This adds credibility and thought leadership weight.
2. Clear differentiation: It explains how agentic AI differs from generic AI and why that matters for pharma.
3. Proof points: It shares quantifiable outcomes like boosting clinical coding accuracy from 40% to 93% and potential $20M savings in trial analysis. Even directional numbers make content stickier.
4. Risk acknowledgment: It openly discusses challenges like agent autonomy and the pace of change. This honesty builds trust.
5. Actionable CTAs: The piece closes with a “Get in touch” prompt and links to webinars, making it easy for readers to go deeper.

Where it could be stronger

1. More pharma-specific case detail: The accuracy stat is great but lacks context. A mini-case with scope, validation, and compliance details would strengthen credibility.
2. Clearer packaging of services: The article could add a “How we help” sidebar explaining phases (discovery, pilot, scale). This bridges the thought leadership to actual offers.
3. Visuals: A diagram of how multiple AI agents collaborate would make the concept tangible.
4. Role-based CTAs: Instead of one generic “Get in touch,” add tailored offers: a compliance checklist for IT leaders and a pilot scoping call for business leads.
5. Compliance language: Sprinkle in search-friendly terms buyers care about: “GxP,” “audit trail,” “pharmacovigilance automation.”

What content marketers should take away

If you’re in a software consultancy, here are the take-home lessons from this piece:

• Make your expert the hero: Put senior practitioners forward and keep their authentic voice.
• Balance inspiration with proof: Pair bold ideas with at least one concrete stat or case.
• Handle objections proactively: Call out risks and show your guardrails. That builds confidence.
• Design for buying committees: Different roles want different things. Add sidebars or visuals that speak to business, IT, and compliance separately.
• Productize the next step: Don’t stop at “get in touch.” Offer a named pilot, a toolkit, or a workshop that makes the next step obvious.

Final thought

Interview-based content works best when it does three jobs at once:

1. Shows off your expertise,
2. Explains a complex topic clearly,
3. Opens a clear door to the next step.

The Endava piece nails the first two. With sharper case details, better packaging, and stronger CTAs, it would hit all three. And if you apply these tweaks to your own interviews, you'll not only earn attention but also drive pipeline.

Want to create interview-based content faster?
Use asynchronous interviews to capture expert 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.