Content is everywhere. AI has made writing more accessible and efficient, but it’s also raised the bar for what earns attention.
With so much content out there, audiences need to find something to connect to – something that feels alive, not computer-generated.
At Version A, we’ve found interviews to be one of the most effective ways to turn content into connections. By talking directly with sources and learning their stories, we uncover perspectives shaped by lived experience. These conversations create content that resonates, builds trust, and drives revenue.
AI can be a powerful collaborator in the writing process. It can help us organize ideas and work more efficiently. But efficiency alone doesn’t drive results. Growth happens when content helps people feel understood and confident in their actions.
That kind of connection doesn’t come from publishing more. It comes from listening and sharing. Interviews create room for nuance, emotional intelligence, and real-world context – qualities that engage readers and motivate them to action.
Why Interviews Matter Now More than Ever
Interviews aren’t just ways to get information. They’re a chance for us to open a dialogue – to have a real conversation, to learn new things, and gain new perspectives.
A strong interview creates bridges: between the writer and the source, between the brand and the audience, and ultimately between the reader and the decision they’re being asked to make. These bridges are built through questions that prompt stories, attentive listening, and shared moments of recognition.
At Version A, we interview a wide range of sources, including:
- Subject matter experts reflecting on years of knowledge
- Customers explaining what influenced their choices
- Patients sharing deeply personal health journeys
- Entrepreneurs unpacking pivotal decisions
- Influencers discovering themselves on adventures around the world
Each conversation has its own value, but all of them bring insight that we wouldn’t have otherwise. We ask questions when needed and take time to allow the conversation to breathe. It’s often the pauses that lead to deeper insights or the small details that make a piece come alive.
Human Experience Makes the Difference
The value of human experience really pops whenever we write patient stories and first-person accounts. These pieces come from real, lived experiences. Their success hinges on our ability to faithfully and authentically translate conversations into narratives without losing the emotional weight behind them.
The same is true for thought leadership and byline pieces. These are grounded in specialized knowledge developed over years – and not only do people love to talk about their area of expertise, they’re usually more than happy to share insights and anecdotes that can’t be found on a generic webpage.
What makes this content powerful isn’t mere information: it’s perspective. And perspective is what helps brands earn attention, credibility, and loyalty.
Human-Centered Content Is a Signal of Trust
These days, connection isn’t just something that’s nice to have. It’s a critical way of building trust. And trust is what drives brand growth and sales.
When content reflects genuine experiences, readers sense that authenticity. They recognize details. They notice nuance. They don’t just want content that reads well. They need content that feels real. That’s what moves them to action.
Over time, this kind of connection builds trust – not through frequency or volume, but through relevance, empathy, and consistency. It’s the difference between publishing content and building relationships that support long-term growth.
What Makes Interviews Work in an AI-Saturated World
Because interviews are more meaningful than ever, the way we approach them matters just as much as what the source has to say. At Version A, our interviews are based on principles, not prompts:
- Depth over speed: Interviews are spaces for exploration. Often the true core of the topic comes up over the course of a conversation, not by ticking off bullet points.
- Curiosity over confirmation: The goal of a conversation is to discover new insights, not verify what we already know. Our purpose is to understand the source’s perspective.
- Presence over process: We may have questions in mind, but we’re there to give the source space to talk. We’re there to learn from them, not the other way around.
- Interpretation over transcription: A resonant story doesn’t just come from copying down exactly what the source says – its value is in understanding what matters most and why.
Sometimes we talk to experts accustomed to talking about their field or who are natural storytellers, but we also meet people who are sharing their experiences for the first time. As interviewers, we can help them feel heard and coax their stories out, one conversation at a time.
Turning Conversations Into Connections – and Conversions
Although the best conversations flow naturally, preparation plays a role, too. The strongest interviews start with research, clear direction, and the right setting. Video interviews are often a good way to set interviewees at ease, establishing rapport and trust. Follow-up questions, reflective listening, and a willingness to slow down are all important elements to an emotionally resonant piece.
Behind the scenes, AI can help us by:
- Generating transcripts so we can more easily and accurately process what was said.
- Organizing ideas into clear structures that we can build on.
- Summarizing conversations and highlighting topics to focus on.
But the real insight comes from what makes us human: human experience, human exchange, human reflection. The connection comes from the conversation. And that connection drives conversions.
As the internet becomes louder, readers gravitate toward what feels real. Interviews aren’t an antidote to technology, but they’re a way to anchor content in authenticity.
If you’ve got a story to share, but need someone to tell it, we’d love to talk to you. Contact Version A to start a conversation today.
