If you’re responsible for creating B2B tech content, this post is a must–read. We all know creating compelling content is really hard. Not only do you have to be a skilled writer, but you need to set aside the right amount of time, do background research, understand the goal(s) of the content, and talk to subject matter experts (SMEs). That last element – interviewing SMEs – can often feel intimidating, especially in the B2B tech world. But never fear; we’re going to explore some tips for mastering the SME interview.
SMEs’ time is valuable (they might even tell you that ). If you work for an agency or you’re an internal marketer, chances are you get limited face time with these experts. You need to make the most of it. Robert Half, a pioneering business man from the early 1900s once said, “Asking the right questions takes as much skill as giving the right answers.” He’s right. The reality is that good questions get good answers.
How can you ensure a successful B2B tech SME interview? Here are 10 tips.
Tip 1 – Do your research on the topic and person.
Who can forget the famous Larry King and Jerry Seinfeld interview from 2007 (I think I just dated myself, lol). Larry King thought the network had canceled the Seinfeld TV show, when in fact, Seinfeld has chosen to walk away… and the resulting interaction was a cringeworthy moment. While most SMEs are not “Seinfeld Famous,” it’s a good illustration of what can happen when you don’t research the person and the topic. Don’t be Larry King! Be sure to check out their LinkedIn or X profile. Read their blog if they have one. Understand the basics of the topic you’re discussing (AI tools, like ChatGPT, can be great research resources). Read some recent news articles about the industry. You don’t need to be an expert, but you do need a baseline of knowledge.
Tip 2 – Have an interview game plan.
I’ve witnessed some bad interviews (and conducted a few myself). In most cases, it was apparent the interviewer lacked a game plan. What’s an interview game plan? First, you need to have a clear goal and share that with the SME. This helps to calibrate the discussion. Maybe it’s creating a blog, podcast script, whitepaper, messaging doc, press release, etc. The outcome matters. Gathering information for an external blog post is very different than gathering information for an internal messaging document. Next, how do you plan to progress through the topic and what are key buckets you want to explore? Consider this your initial iteration of an outline. It could be five bullets or 25 bullets, depending on the complexity of the topic. You might even consider sharing this with the SME beforehand (which allows them to refine it if needed). Finally, identify the areas of the discussion that need the most attention (and even map out how much time you plan to spend on each bucket). Don’t be afraid to say to the SME at the start of the interview, “We have a lot to get through during this interview, so I’ll be moving us through topics quickly.”
Tip 3 – Have some questions in the can (and be ready to pivot quickly).
Questions are different from a game plan. For each bucket or area that you want to explore, come prepared with at least 3-5 questions. This requires the aforementioned research, which ensures your questions are on target. These questions allow you to get the conversation started but be ready to pivot. What you think you know about the topic is often redirected as the SME dives deeper and shares their opinions and knowledge. Pro tip: try to stay away from questions that result in a simple yes or no response.
Tip 4 – Schedule enough time to get through it all (but not too much time that it seems overwhelming).
It’s not often you get a full hour with a SME, but many SMEs will stretch to an hour if the interview is productive. Be realistic about your timeline (and if you mapped out your topic buckets and timing beforehand, you should have a good sense of what’s needed). There’s nothing worse than running out of time before you get all the information you need. I usually schedule an hour with SMEs but tell them that I hope it will only take 30-45 minutes.
Tip 5 – Guide the discussion to keep it on track (but also explore new lines of thought).
Given your time is limited, it’s important to keep the discussion on track. Some SMEs go off on tangents. Redirecting them back to the topic at hand is a skill that comes with practice. You can try to use phrases like “Sorry to interrupt, but I know your time is limited and I wanted to circle back to X.” Also, you can eliminate conversational drift by not asking broad, open-ended questions. Be concise in what you ask, and you’ll likely get a concise answer.
Tip 6 – Talk less and listen more.
You’re not the SME. This isn’t about you. Avoid the urge to interject your personal stories or experiences. It sidetracks the conversation and changes the tone of the interview. Yes, you want to be personable. But accomplish that with some quick small talk at the beginning of the interview. Then, jump in and reiterate that you have a lot to get through in a short amount of time.
Tip 7 – Record, record, record.
Few people possess the ability to take good notes and conduct an interview at the same time. Be sure to ask if you can record the conversation and then refer back to it when creating your content. This can also be invaluable for other team members looking to hone their interview skills.
Tip 8 – When you get a response, ask for examples to put things in context.
Use cases and examples can illustrate points and help readers understand the context of a topic or technology. I always ask SMEs to give me a couple of examples. Especially when they’re talking about the value or challenges associated with a topic. For example, if you’re discussing the advantages of quantum computing and the SME talks about its potential to improve machine learning and AI, you should ask for some specific examples. If they can’t provide examples, it’s usually a red flag, and you’ll want to validate what they said.
Tip 9 – Ask for background or supplemental materials.
Toward the end of the interview, I always ask if the SME has any additional supplemental materials, such as a presentation, technical paper, or other supporting content that may be buried online or not yet released to the public. I also often ask what resources they like to read, which can give you a plethora of additional information to mine.
Tip 10 – Make it fun and engaging so the person wants to speak with you again.
SMEs are busy and often view discussions with marketing and PR as a burden. This is why it’s so important to make a great first impression. The SME will match your level of enthusiasm. Read the room and don’t go overboard, but bring good energy. Combined with a detailed plan and background research, you can quickly show the SME that you’ve invested time in your prep and, therefore, value their time. And finally, show your appreciation for their time at the end of the discussion.
But wait there’s more! Here are 5 additional tips to consider.
- A lot of content starts with a standard or basic introduction of a topic. Don’t be afraid to ask the SME to explain a topic as if they’re explaining it to their grandma.
- Repeat responses and/or messaging back to the SME to confirm your understanding of the topic.
- Consider sharing your questions with the SME beforehand (along with the topic buckets) so they can collect their thoughts and prepare.
- Confirm the best way to contact the SME if you have follow-up questions.
- Ask the SME if there are any other experts you should connect with for additional perspective.
SMEs play a vital role in creating great content. And conducting great SME interviews takes proper preparation and practice. The more you invest in the interview, the more you’ll get out of it. From research to topic outlines to being engaged and having fun… the above tips should help ensure you have a successful interaction with your SME, which will result in creating great content. Need to get more out of your SMEs? Let’s chat.