Your business has expertise, and content lets it shine. People are eager to learn, too — 70% of consumers prefer to research services and products through content, according to Ascend Integrated Media.
So it’s natural to feel nervous about finding the right expert to represent your company. But who do you choose? What should you ask them? And how do you ask?
At Zoe Marketing & Communications, we get it. We’ve crafted hundreds of articles for clients since 2020 and have heard plenty of concerns.
Here, we’ll guide you through picking a subject matter expert, or SME, with five key tips. You’ll see how natural the process can be, how to get great insights — and next steps to take.
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1. Pick the right subject matter expert
Seniority doesn’t matter. Expertise does. Your SME should answer customers’ real questions.
- Ground-level experts: A CFO isn’t the best fit to explain therapy techniques — a therapist is. The best SME is hands-on in the field.
- Stick to one expert: Too many voices clutter an article. If you need multiple SMEs, your topic may be too broad. The good news? You’ve got more articles to write.
2. Make it easy for busy experts
Experts often have packed schedules. Respect their time with these strategies:
- Send a concise list of questions — about 4-5 is ideal. Always include: “What else do you think people should know?”
- Offer flexible meeting times to accommodate their schedule.
- Keep the interview 20-30 minutes and stick to it.
3. Ease your experts’ nerves
Many SMEs worry about saying the wrong thing or “messing up.” That’s natural! You can help by framing it as a conversation, not a formal interview.
- Use casual language: Instead of “interview,” say “grab your insights” or “have a chat.”
- Encourage bullet-point notes: If they’re reading full-on “scripted” answers to your questions, it will sound robotic. A casual conversation is more engaging.
- Offer alternative formats: Some people prefer email, text or messaging. Adapt to their comfort level.
- Reassure them: Let them review the article before it’s published.
4. Get outside expertise (when necessary)
If you lack an internal expert or want additional credibility:
- Use strong data: Citing reputable industry stats can validate your points.
- Find unbiased sources: If you interview an outside expert, be upfront that it’s for paid content.
- Interview your customer: People’s testimonials, highlighting real problems and solutions, can resonate deeply.
5. Tap hidden in-house experts
Sometimes, great insights come from unexpected places.
- Ask staff in different departments what questions they hear most.
- Check in with experts weekly. Ask them, “What were the top three questions you answered this week?”
- Look for company cheerleaders. Passionate employees, even outside their official roles, can offer valuable insight.
Your next steps for choosing subject matter experts
Finding the right subject matter expert can feel overwhelming. But with the right approach, it can run smoothly.
We covered how to choose the best SME (ground-level experts, not just leadership) and how to manage time constraints. You also learned how to ease experts’ nerves and when to look outside your company for insights.
Still need support? Talk to us. Zoe Marketing & Communications specializes in sponsored content and can help identify and interview the best SMEs for your story.
If you’re tackling content on your own, keep learning with:
