Want to create content your audience actually trusts? Start with subject matter expert (SME) interviews.
Whether you’re writing a blog post, launching a podcast, or building a white paper, expert insights add depth, authority, and relevance to your content. But getting value from an SME interview takes more than just hitting “record.”
You need to prepare well, ask smart questions, and know how to steer the conversation.
Not sure where to start? We’ve got you covered.
In this post, we’ll walk you through how to prepare for an SME interview, lead the conversation with confidence, ask the right questions, review sample questions, and follow best practices after the interview.
- What are SME Interviews and Why Do They Matter?
- How To Conduct a Subject Matter Expert Interview Like a Pro
- Sample Questions to Ask Subject Matter Experts
- Mistakes to Avoid When Interviewing Experts
What Are SME Interviews and Why Do They Matter?
A subject matter expert isn’t just knowledgeable. They live and breathe their topic. When you bring their perspective into your content, you’re not adding filler. You’re giving your audience something they can’t get from the usual recycled advice online.
Done well, an SME interview offers:
- Credible content that builds authority
- New perspectives your audience can’t find anywhere else
- Stronger SEO performance through original, quotable insights
- Valuable relationships with industry experts and thought leaders
But you don’t get that by winging it. You need intention. You need a plan and a structure that helps you pull out the good stuff.
Here’s how to prepare, what to ask, and how to make every interview count.
How To Conduct a Subject Matter Expert Interview Like A Pro
You don’t need to be a journalist to run a great interview. Below are simple steps to help you get the best out of your SMEs’ time, and yours.
Before the interview
1. Research the expert’s background
Preparation before an interview is not just for the interviewee. It is just as important for you to do solid editorial research before you step into the conversation, especially when you are speaking with an expert.
Ally Boldan stresses that, “Whether they’re a journalist or subject matter expert, you need them, so it’s important to get off on the right foot. Look at what work they’re doing, read their past interviews, and do some ‘gentle stalking’ on social media. You may share a common interest or connection. Anything that you find to be genuine”. She adds, “This is also a great way to see how they work, and you may be able to know more about what to expect when interviewing them”.
You do not need to know every detail of the expert’s work, just enough to keep the conversation going.
Nick Valentino tells us, “Knowing what to ask before you get in the room is essential. I don’t expect to learn everything I need, but it helps to know the terminology and core concepts before we get started.”
2. Define the angle and purpose of your interview.
Before reaching out to any Subject Matter Expert, it’s important to be clear on why you’re conducting the interview and what specific value you expect the expert to bring.
When preparing for a subject matter interview, ask yourself these questions:
- What topic or issue am I exploring?
- What unique insight do I want the SME to provide?
- What will the audience gain from this interview?
Having a clear angle for your interview helps you ask stronger questions, stay focused, and walk away with the kind of answers that translate into great content.
3. Create a flexible interview outline
Think of your outline like a playlist. It should guide the experience, not control it. Leave room for flow and spontaneity.
The goal is to create a relaxed environment where the expert feels like they are having an honest conversation, not sitting through an interrogation. The outline is there to point you in the right direction, not to lock you in.
4. Share the context and questions ahead of time
Send your expert a short overview of the interview and your list of questions or themes. Do this a day or two before the call. Let them know you are happy to adjust anything they are not comfortable with or qualified to answer.
Sharing your questions ahead of time helps them show up prepared to give their best, and it makes the conversation better for both of you.
Doing this, Laurel Dicus says, “not only ensures that they come prepared to delve into both the broad and specific aspects of their expertise but also sets a structured foundation that can adapt to spontaneous, in-depth explorations during the conversation. This preparation enhances the quality of insights gleaned, making for a more engaging and informative dialogue.”
5. Schedule and confirm clear details
Be time efficient when dealing with SMEs. Send a clear invite with the date, time, link, and a short recap of what to expect. A reminder the day before also helps. This sets the tone for a smooth and professional experience.
During the Interview
6. Build rapport
The first few minutes set the tone for the rest of the interview. Ease into the conversation. A few minutes of friendly chat can help your expert relax and open up more naturally once the questions start.
Kathryn Reaux recommends “a quick pre-interview session, where I outline the main topics and invite the SME to contribute additional points before hitting record, substantially improved the experience for all parties. This approach eases any interview jitters, shifts the dynamic from interviewer/interviewee to a collaborative team, and ensures a comprehensive coverage of topics.”
7. Ask open-ended questions
Avoid questions that lead to a simple yes or no. Your job as the interviewer is to listen for key points in their answers and invite them to go deeper. When you give an expert room to explore their thoughts, you often get the best insights.
A tip shared by Dan Ben-Nun is that you should, “strive to be as non-threatening as possible and only ask questions you know that your SME can answer confidently. Don’t try to act smart or more intelligent than the person you are interviewing.”
Active listening shows your expert that you’re genuinely interested in what they have to say. It also helps you spot moments to ask follow-up questions.
8. Ask for examples, stories, or metaphors
Facts and expert opinions matter, but examples and stories bring your content to life. They make complex ideas easier to understand and help your audience connect with the message.
Stories often reveal the expert’s personal challenges or turning points, which adds depth and emotion to your content.
Information teaches, but stories stick. The best interviews blend both.
9. Stay flexible
Even with an outline in hand, let the conversation unfold naturally. Allow the expert to take the lead at times, follow up with spontaneous questions, and don’t stress if you need to skip or reorder things.
That said, some experts can get carried away. Keep an eye on the clock, and gently steer things back if the conversation starts to drift. Too much small talk can derail the focus for both of you.
Use your outline as a guide, not a script. It’s there to keep things on track, not box you in.
“Let the interview go where it takes you. It’s good to have prepared questions, but some of the best content will come unexpectedly.”, Nick Valentino advises.
10. Record (with permission) and take notes
Don’t count on memory alone. Always ask for permission to record the conversation, and take notes as a backup.
Recording helps you stay fully present without scrambling to write things down. You’ll capture quotes accurately, catch important stats, and be able to revisit the tone and energy of the conversation when you’re creating your content.
That said, note-taking is still important. It helps you highlight key takeaways, jot down follow-up ideas, and gives you something to fall back on in case your tech lets you down.
After the Interview
11. Share a thank-you note and timeline for publication
Once the interview is over, send your SME a thank-you email and outline the timeline for publication. When the content is ready, forward a link to the post. Highlighting a specific moment from the conversation that stood out to you adds a personal touch.
This small gesture shows that you value their time and insights.
12. Send a draft of the quotes used for approval.
This step is optional, but it is a considerate practice. Sharing the quotes allows the SME to confirm accuracy or make adjustments if they prefer not to have a statement included.
It builds trust and ensures your content reflects their views correctly.
13. Share the final content and tag appropriately
After all approvals are complete, share the finished piece and make sure to tag every expert involved.
Giving credit where it is due not only shows respect, but also increases the likelihood of future collaboration.
14. Keep the relationship warm for future SME collaborations
If you want to build a network of trusted experts and thoughtleaders, make an effort to nurture the relationship beyond just one interaction. Engage with their work, check in occasionally, and maintain a professional connection.
Don’t think of the interview as a one-time thing but as the start of a mutually valuable relationship.
Sample Questions To Ask Subject Matter Experts.
Here are some of the sample questions to ask SMEs, recommended by experts themselves:
i) What’s a common misconception about your industry?
“Asking for clarification on something I don’t quite understand is a great approach here, especially if it’s something that’s commonly misunderstood in their field.”, says Rafael Friedman.
ii) Can you walk me through a recent project or challenge?
iii) How do you approach solving (industry-specific) challenge?
iv) How do you see the future of [specific industry/topic] evolving, and what implications do you believe this will have on businesses or individuals?
Kathryn Reaux tells us, “This question is one of my favorites because of the way it leverages our innate talent for identifying trends and making predictions. The insights shared by SMEs regarding their predictions consistently lead to free-flowing conversations and great content”.
v) What trends are you keeping an eye on right now?
vi) Tell me about a time when you realized that what you were doing wasn’t working.
“This is great, especially when you are trying to get their opinion on data-focused questions. Such a question will prompt them to give you quotable insights from a case study or research they did before.”, says Dan Ben-Nun.
5 Mistakes To Avoid When Interviewing Experts
Some things you should avoid doing when interviewing Subject Matter Experts are:
1. Being vague about the interview’s purpose
One of the fastest ways to lose an expert’s interest and trust is to be unclear about why you are interviewing them and how their insights will be used.
2. Asking generic, surface-level questions
Broad or basic questions suggest a lack of preparation. Come with specific, thoughtful questions that relate to the expert’s experience. This helps you get richer answers and shows you respect their time.
3. Overpromising exposure
It can be tempting to promise a lot of exposure to secure the interview. Overpromising raises expectations and can damage your credibility if you cannot deliver.
4. Not respecting their time or availability
Experts are busy. Being organized, punctual, and clear about the schedule shows that you value their time.
5. Failure to follow up or share the result
After the interview, send a thank-you note and share a link to the final content. This shows you appreciate their contribution and helps build a long-term professional relationship.
Wrap Up
Interviewing SMEs can feel intimidating at first, but preparation, clear communication, and follow-through make it much easier.
Remember, B2B SME interviews are not just a one-time interaction. They can be the start of a long-term relationship.
What tips have helped you get the most out of SME interviews? Share your experience with us.
