Creating useful content is not just about good writing.
Readers want insights that come from lived experience, not opinions pulled out of thin air.
That is where subject matter experts come in.
They offer more than a quote. Subject matter experts offer perspectives that you cannot fake.
Their contributions make your content better and more valuable.
But finding the right expert is no small feat. Should you scroll through LinkedIn? Ask in a Facebook group? Try a freelancer marketplace?
This guide walks you through 10 solid places to find subject matter experts, plus tips for reaching out once you find them.
- Top Platforms to Find Subject Matter Experts
- How to Approach Experts Once You Find Them
Top Platforms to Find Subject Matter Experts.
Good news: there are plenty of reliable platforms and communities, both broad and niche, that connect you with professionals with the expertise and experience your content needs.
Here are some of the best places to find experts who bring credibility, depth, and value to your content:
- Social media channels
- Question and answer platforms
- Industry publications and contributor bylines
- Freelance marketplaces
- Expert networks and content collaboration tools
- Personal recommendations
- Educational institutions
- Clarity.Fm
- Professional associations and industry forums
- Conference and webinar lists
1. Social media channels
Social media is still one of the easiest ways to connect with experts in any field. LinkedIn and Twitter (X) help you spot experts, follow conversations, and reach out for insights or collaboration.
Ally Boldan swears by Twitter (X). “I will put out a pitch request using #JournoRequest and within minutes my DM’s and emails will be full of pitches in regards to what I’m looking for. I then filter through them all to see if I find an SME’s pitch that fits my brief and go from there. This method often turns out good results as they’re from clearly active people looking for the next place they can feature their expertise, so you know you can rely on them to respond fast – especially important if you have a tight deadline for your content.”
Stefanie Magness prefers LinkedIn because most groups are “specifically geared towards experts”. She also recommends the Search Feature, “For example, if I need to speak to a business attorney, I use keywords in the search box on LinkedIn. Also, having LinkedIn’s Sales Navigator is awesome because you can search by title, industry, etc. I follow hashtags like #thoughtleader, #attorney, #author, and #therapist, and once I find a few experts, I send them a DM or use the connect feature.”
Rachael Bassey also has great things to say about Facebook groups. Members of these groups are always active in challenges and sharing advice. She mentions that although these groups have strict rules, there are ways to benefit from them. “For example, if you’re writing about “X Unpopular Truths About Social Media Marketing,” start by asking a broad question in a relevant group. Engage with those who respond and reach out to them to participate in your article.”
Also consider niche communities like Slack groups or private Discord groups. Many are built around specific industries or topics, making it easy to connect with people who are invested in their field or topic.
2. Question and answer platforms
Q&A platforms make it easy for writers, journalists, and content marketers to submit queries and receive insights, quotes, or pitches directly from topic experts. These tools are ideal when you’re working on a deadline.
Here are some of the most popular ones:
i) HARO
ii) Help a B2B Writer
iii) Featured
iv) Qwoted
v) SourceBottle
vi) Journoquest
vii) ProfNet
i) HARO
This was one of the most popular platforms for sourcing expert quotes back in the day. HARO connects journalists and bloggers with sources across various industries. All you have to do is submit a query, and subject experts respond via email. HARO paused its classic service when it rebranded to Connectively, and that platform shut down on December 9, 2024.
HARO made a comeback on April 22, 2025. It relaunched as an email newsletter service.
ii) Help a B2B Writer
This is similar to HARO but is specifically for B2B content creators. This platform helps writers connect with business-focused professionals who can provide insights, data, and industry-specific advice.
Writers can submit up to three weekly requests, and it continues to connect B2B writers with quality expert sources.
iii) Featured
Formerly “Terkel,” now known as Featured. Featured allows you to post questions and receive quotes from verified experts. It also allows experts to create profiles showcasing their expertise.
iv) Qwoted
This platform connects media professionals with subject matter experts, offering free expert signups, pitch tracking, and a built-in communication system to keep everything organized.
Britt Klontz says, “Qwoted has been my go-to platform for connecting with subject matter experts as of late. It isn’t free for subject matter experts, which I think weeds out any spam you might see on other platforms.”
v) SourceBottle
Although more popular in Australia, it is also used globally. SourceBottle allows journalists and bloggers looking for story sources to post requests and receive responses from subject matter experts.
vi) Journoquest
Operates under Journo.com, serving as a network for journalists and experts to connect.
Also, searching #JournoRequest on X (formerly Twitter) can surface real-time requests from reporters needing expert input fast.
vii) ProfNet
A service by PR Newswire that offers a network of approved topic experts and allows you to submit queries to receive relevant responses. It’s often used by established media outlets, helping them gain media exposure and share their expertise.
3. Industry publications and contributor bylines
Industry publications are full of credible experts who already write, speak, or publish on specific topics. Check contributor bios, recurring bylines, and interview features. These people almost always have deep experience.
Christopher Gillespie recommends reaching out via email as it is the “least invasive method”. “These SMEs all have active websites with contact pages for easy communications, even if you have to go to a gatekeeper before speaking to your targeted source. Once rapport is established, I transition the conversation to social platforms, taking an interest in their professional and personal pursuits to foster a deeper connection.”
Dr. Marcia Layton Turner says Amazon is her go-to because “typically experts who have written a book-length work on a topic know it inside and out. That is, they are more likely to be able to help me. Then I reach out to the author directly”.
Avid Linde uses a slightly different approach by searching on platforms like Spotify, Apple, and YouTube. It is different getting the contact information of these experts on Spotify, so he recommends checking their YouTube channels. “Just look at their channel’s main page and see if you can find the “About” tab. If it’s hidden, append “forward-slash + about” at the end of the channel’s web address in your browser. Then you should get a pop-up with your email address and other contact details. Now you can reach out to your expert and invite them to take part in your content campaign”.
For marketing, SEO, and content topics, Search Engine Journal, MarketingProfs, and Harvard Business Review feature expert voices.
4. Freelance marketplaces
Platforms like Upwork and Fiverr are not just for hiring writers or designers; they’re also great places to find subject matter experts offering their knowledge as a service.
You can search by expertise, review ratings, and even browse previous client feedback. It’s a helpful way to vet experts before reaching out.
5. Expert networks and content collaboration tools
Expert networks offer vetted directories of specialists who are open to being interviewed.
“I often use partner directories to find agencies or specialists relevant to my research”, says Rachael Bassey. She recommends platforms like HubSpot, Agency Spotter, Clutch, Pipedrive, Facebook Business Directory, and others.
6. Personal recommendations
Sometimes, the best Subject Matter Experts are just one connection away. Asking colleagues, clients, peers, or even social media followers for recommendations can lead you to trusted, knowledgeable voices who may not be as visible online but have the expertise you seek. These personal referrals often result in smoother collaborations, since they come with built-in trust.
“I ask my writer colleagues for help when I get stumped, and frequently they come up with experts and sources I hadn’t come across. If they’ve had success with them, sometimes they can facilitate an introduction that helps me get what I need quickly”, Dr. Marcia Layton Turner comments.
7. Educational institutions
Universities, colleges, and learning platforms like Coursera and edX are full of professors and researchers with deep knowledge. Many are open to interviews, especially when the topic aligns with their research.
8. Clarity.Fm
Clarity.fm is a platform that connects you with seasoned professionals and industry experts for one-on-one calls. It’s a paid service, but it offers quick, direct access to experienced voices across various fields. Speaking from experience, Mark Webster says, “Hiring an expert from Clarity.fm for a few minutes is a cheap way to get expert quotes on demand. It’s a bit easier to get specific quotes when you hire the person than if you get the answer for free. It also opens up more opportunities to tailor it to article questions”.
9. Professional associations and industry forums
Professional associations and industry forums are built around shared expertise and knowledge, making them a reliable place to find experienced experts. These communities often include certified professionals, seasoned practitioners, and thought leaders who actively contribute to discussions, publish research, or speak at events, making them perfect choices for SME collaboration.
10. Conference and webinar lists
Event speakers are often people with topic experts. Conference and webinar sites usually list speaker bios, and many include LinkedIn or website links.
Speakers are generally open to outreach since they’re already sharing their knowledge publicly.
How to Approach Experts Once You Find Them
Finding the right expert is just the first step. How you approach them can make all the difference in whether they say yes or ignore your message.
Here are two key things to keep in mind when reaching out to SMEs:
i) Personalization matters
Don’t just send generic, copy-paste outreach messages. Take a moment to research the expert’s work, reference something specific they’ve written or said, and explain why you’re reaching out to them in particular. A little personalization helps your request stand out from the dozen other requests they receive regularly.
ii) Respect their time and offer clear value
Be clear, short, and direct. Let them know exactly what you need, whether it is a quote or a quick interview. Also mention what they get out of it. This could be visibility, a backlink, or simply the chance to share their expertise.
When your request is easy to understand and offers mutual value, it’s more likely to get a positive response.
Wrap Up
Working with subject matter experts can take your content from good to great. It adds credibility, depth, and value to your readers.
If you’re just getting started, don’t feel pressured to land big names right away. Start small by reaching out to experts within your network or niche communities, and focus on building mutually beneficial relationships over time.
