3 Best Subject Matter Experts to Interview (With Examples)

Google prioritizes expertise, authority and trust. That means real-life experience matters.

This might seem intimidating, but you likely have “subject matter experts” or SMEs — people with firsthand knowledge — who can strengthen your content.

At Zoe Marketing & Communications, we interview hundreds of SMEs each year. Here, we’ll touch on why they matter and the three best types build trust with your audience.

Ready to Reach More Customers?

Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.

Why subject matter experts matter

Anyone can claim they’re great — but showing it convinces people.

• Readers want real stories that reflect their challenges and decisions.
• SMEs add credibility, provide insights and make your content more engaging.
• Letting SMEs share both successes and struggles builds trust.
• Google values real experience in results. Let your SMEs show you have it.
  
  

3 top types of subject matter experts

Your best experts include your clients, your team and outside professionals. Here’s how each can elevate your content.

1. Clients with personal stories

Customers with real success stories bring authenticity to your marketing. These stories resonate because they reflect the reader’s own journey. They include:

• Clients with success stories
• Case study participants

Examples

• A pair of students thriving thanks to non-traditional high school
  Two former students — one now a teacher — share their experiences alongside the head of school. Personal photos and quotes made their story compelling.
• A small wine shop owner in Wisconsin gives insider travel tips
  For a visitors’ bureau, a shop owner provides expert recommendations, complemented by firsthand travel insights.
• A 34-year-old Chicago man diagnosed with Parkinson’s and his wife
  For The Michael J. Fox Foundation’s Chicago event, a family tells their story, making the cause feel personal and urgent.

2. On-staff experts

Your employees know the process inside and out — making them invaluable for explaining how things work. Here, options can include:

• Leadership
• Sales/marketing
• Product/service development
• Customer success/quality assurance 
• Technical support
• Data management
• Training 

Examples

• The president and founder of an ABA therapy center in metro Detroit
  An expert in autism therapy provides a clear, empathetic guide to help parents understand the process and its benefits.
• The program manager of a mental health support program
  A mom with family experience in addiction shares real-world tips for preventing substance abuse.
• The deputy director of the Michigan Education Trust
  A college savings expert breaks down the importance of starting early and getting family involved.

3. Off-staff experts

When in-house SMEs aren’t available, align yourself with reputable sources to boost your search visibilty. For instance:

• Partners and collaborators
• Respected “thought leaders” in your industry
• Professors or researchers who specialize in your field

Examples

• Insights from the executive director of the National Alliance on Mental Illness Michigan
  For a mental health nonprofit, an aligned expert provides family support tips backed by both professional and personal experience.
• Insights from a dairy nutrition expert and animal expert
  For a piece on dairy farming, an expert who grew up on a farm explains what cows eat and why it matters.
• Insights from the content expert writing for Macomb County in Michigan
  A Metroparks-focused article uses the writer’s own experiences as an avid visitor for authentic local recommendations.

Next steps for finding SMEs that work best for your business

Real-life expertise makes your content more engaging and credible. Start conversations with clients, employees and industry professionals — they may offer perspectives you hadn’t considered.

If you need help identifying SMEs, conducting interviews or creating content, talk to us. Zoe Marketing & Communications’ writers have decades of content experience and can help tell your story.

For more insights, check out:

• How to choose SMEs for your content
• Ways to generate fresh content ideas