We've probably interviewed every kind of subject matter expert (SME). From the downright rude, to the impressively awe-inspiring. Most are somewhere in between, but we've learned that it's how the interviewer (not the SME) handles the process, which makes all the difference.
It's very easy for an SME interview to go south. And when it happens, the natural inclination is to blame the SME. But while some so called experts can be a real pain in the ass, the reality is a good process and a well-prepared interviewer can get something from even the most stingy SME.
Interviewing is a skill that can be learned. And the interview process can be designed in such a way as to ensure everyone is prepared. Arguably, the most highly-regarded interviewers of all time - Oprah Winfrey - said this about her interview style, 'I feel that luck is preparation meeting opportunity.'
I think what she means is this. If you are prepared enough to fully lean into a conversation, you'll be ready to take advantage of the opportunity for meaningful insight and opinion, when it arises.
So if you're tired of being let down by ill-prepared SMEs who either ramble on aimlessly or angrily cut your calls short, this blog will help you sharpen your whole approach.
We're going to explore the following:
- Interview preparation
- Interview techniques
- How to turn raw insights into compelling content.
1a. Fail to prepare, prepare to fail (SMEs)
SMEs are very busy people. The first thing you have to do is ensure they recognise the importance of high quality thought leadership and the essential role they play in creating it. If they don't believe in thought leadership, they will never devote enough time to it. So, you either have to change their mind, or change the SME.
You need to very clearly spell out the SME's specific role in the process, which is to shape and construct the foundational argument. Most SMEs will be put off if they think they will have to write a blog, so be clear that marketing will do all the heavy-lifting when it comes to content creation.
Giving them a framework for developing their argument is essential. This can be a questionnaire-style document that helps them structure their thinking, but can also easily be used by marketing to formulate a content brief.
Be strict with them. Only conduct an interview when the questionnaire has actually been completed.
1b. Fail to prepare, prepare to fail (interviewer)
When we look at technique later, you'll see the importance of your own prep to give you confidence as the interviewer.
But prep is also key to get the SME onside quickly. You don't want them thinking you are a total fuckwit, because they won't engage in the conversation and you won't get what you need. This means reading your questionnaire and researching the subject fully before the interview.
The advance info the SME sends you will be instrumental in developing your own know-how on the topic. We’ve found that some SMEs can tighten up in an interview and not go into detail on subjects, if they think the people they’re talking to won’t understand. If you have a baseline knowledge to start with - or even better, can build up your in-depth expertise over time - then you’ll be able to ask more informed, insightful questions that can open up the conversation much more.
If you are adequately prepped, not only will you be able to hold your own in the conversation, you'll have a sense of the latest trends. You can then gauge whether your SME is talking in platitudes, or truly bringing something new to the table.
2. Interview techniques
Listening: Returning to Oprah again, she said, 'Interviewing is really listening. It's about listening to the answers.'
God gave you two ears and one mouth for a reason. And this is the golden rule of interviewing, which is why we put it first. While it is a good idea to have a few key questions and an outline agenda prepared before the interview, you need to listen to your SME, react and make it a conversation. The worst kind of interviewer is one who just rattles off a load of pre-written questions, without listening to the responses.
Settle in your SME: Listening will also make your SME relax and feel they are being guided by a confident interviewer. If they feel heard, they will open up a lot more, and the process will be far more enjoyable (yes, enjoyable) for everyone.
To begin with the SME might feel a bit on the spot, so get them to feel at ease. Make eye contact, smile and don't rush into the questions - set the scene and build some rapport.
As we touched on earlier, being prepared helps your confidence, which in turn makes you more relaxed. You never want to be in a position where you just rock-up and wing it. You are more likely to get nothing, then that's on you, not the SME.
Let the conversation flow: It’s important not to be too rigid with your structure and questioning - you don’t know where the SME’s imagination will lead them in conversation, and they don’t want to feel like they’re being interrogated. But there is a balance to be struck that gets you what you need, while keeping the conversation and thought process flowing naturally.
As the conversation progresses, you'll be looking for those fresh insights - maybe a challenge to conventional thinking, or a key differentiator. You'll spot these more easily if you've done your prep, and when you do, don't be afraid to probe. Keep pushing on this line of enquiry until you've exhausted it. This is where the gold is hidden.
Let them do all the talking: Kind of similar to listening, but it's important to reinforce that an interview is not about you, it's about the SME. So ask open-ended questions, be comfortable with silences and if there is a pause, wait for the SME to speak. Don't talk over them.
3. How to turn raw insights into compelling content
Problem, solution, benefit: Just about every B2B case study you’ve ever read will follow the same format: problem, solution, benefit. And this basic approach works really well with SME interviews too, even if it isn’t a case study that you’re producing. In essence, this structure has the flow of a story - with a start, middle and an end. And crucially, it gives you an easy structure to move into the process of content production.
The problem is always the logical place to start. The human brain is hardwired to focus on finding problems, dating back to prehistoric days where our cognitive focus was all about avoiding danger. So make sure you cover this in detail.
Ultimately, whether you’re looking to produce a blog, an infographic or a web page, you are most likely wanting to demonstrate how your product or service solves a particular challenge for your customers. So getting down to the detail of the problem, how you solve it better than anyone else, and what the business benefits are will always be of value, whatever the content format.
If you can capture all of the above from the interview in good measure, you'll have everything you need to build a solid content brief.
Building your content brief: The critical segue between the raw insights from an SME interview and content creation, is the content brief. This should summarise all the key outputs from your SME interview, along with a synopsis. You may want to get your SME to vet the brief before you move into production, as this will avoid too much iteration further down the line.
We'd suggest recording all your SME interviews and turning the audio into transcripts. This ensures nothing gets missed. Recording your interviews also ensures you can give all your attention to the conversation, rather than being distracted by trying to take notes.
AI tools such as Perplexity can be used to find citations that can build-out and back-up your SME's arguments, ensuring the content produced is as rounded as possible.
It can be difficult while immersed in the interview to keep track of all the insights you’re gathering, and to be sure at the end that you’ve got everything you need. If you check back over your and transcript later on, and find that you do have some gaps - don’t panic! You can always go back to the SME by email and ask for any additions and clarifications you feel you need. If anything, doing so can be positive in the long-term, as it demonstrates to the SME that you’re engaged with the topic and have given it some genuine, detailed thought.
In summary
Interviewing is like most things. The more you do, the better you get. But you also have to stay true to your process every time. Occasionally, you will be faced with an SME who is run-ragged and proving difficult, asking to cut corners and to skip preparation. If you try to accommodate them, you'll be left trying to plug the gaps yourself, so there's a good chance the final content will typically be wide of the mark. You'll just be back to square one, so stick to your guns from the start.
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