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For thought leadership: have the person give you their general angle, with specific bullet points explaining their POV, then build the post around that. Send them the draft in Google Docs and let them edit it to their heart’s content. If there’s no hard deadline, I wouldn’t stress too much about pushing for publication - let them edit it to oblivion. They’ll eventually push for its publication when they feel ready. If there is a hard deadline, set a date for publication (and notify them about it), then let them know they can make any changes they like in the doc before that date. The deadline acts as a forcing function for the editing process. For expert pieces: Try as hard as possible to match your questions to their experience (you can pull that info from LinkedIn, their profiles/bio, their previous work, etc.). Whatever you do, don’t ask boring questions - you’ll have wasted your entire interview. Here’s an example of something I’ve done. Give them a bullet point list of questions so they can prep ahead - there’s nothing worse than someone uhm’ing and ah’ing on video trying to think of an answer to a question you’ve asked them. This is especially important for ‘complex’ questions like “How do you approach your GTM strategy?” They need time to form a coherent answer - and advance questions help them with that. It results in a better, richer experience for your audience. I usually record the interview via Zoom, run it through Rev to get a transcript, then craft the post based on that. More context here. Sometimes you might need two or three different subject matter experts (SMEs) to fully collect the info you need. Fill in the rest of the information gaps with online research. I’ll let another expert handle the technical content part - but I highly recommend including lots of diagrams, code blocks, or screenshots for those.

Thanks @Mo for explaining it all in detail! That was really, really helpful.