I contributed to an article on Leaps about how I conduct SME interviews.
Otherwise, here's a nugget from it:
Learn as much as possible about what makes an SME tick. The more you know that, the better your chances of getting deep insights from them.
Here are some tips from yours truly:
Start with research
Every SME interview should ALWAYS start with research. And research not just on the topic, but also on the person you are interviewing. Become a student on the topic and the human. Get on Google, get on their LinkedIn. Study the human before the call. Know who you are about to get on a call with.
Structure and outline with flexibility.
Outline your questions and have an idea of what you want to get out of the conversation but leave room for that organic development. That way your conversation is guided but not constrained. I think the best content truly comes out of the people who are asking the best questions and getting genuinely and relentlessly curious.
Keep things easy
Keep it comfortable and easy for the SMEs as well. Remember SMEs are typically really busy people and probably don’t necessarily see content creation as part of their job. Make it really easy for them. Make it clear that this interview that you’re setting up is collaborative. And keep in mind these experts are giving you their time. Set up a vibe that implies that this is going to be straightforward and worth their while.
Ask good questions
Ask good questions and make the most out of your time. If you’re booked for 30 minutes take full advantage of that time. If you finish early, add more questions. Or go back and ask the question in a different way. Ask questions that stimulate conversation. Circle back for clarity on complex answers. If you hear jargon, distill that into clear language. Ultimately the goal is to transform the interview into something that’s vibrant and insightful. Good content and good storytelling start with compelling and thought-provoking questions.
Viewing an SME interview as a check the box instead of arguably, the most crucial part of the content development process is not beneficial for anyone involved.
I think following the process can help other content leaders create more engaging, relevant, and impactful content and far stronger storytelling.
Also, I have seen SMEs light up, get really excited, and bring so much more to the table when I frame the interview as a collaborative, easy, and open dialogue with room for expansion. They can feel it and sense it when you’re just “checking a box”
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