Interviewing subject matter experts (SMEs) is one way to create high-quality content that helps your ideal customers connect with your brand. SMEs provide unique insights and perspectives you can’t get from AI tools like ChatGPT or by conducting generic online research that only scrapes the surface of a topic.
It’s the approach The Write Reflection™ takes with its client content. Taking this extra step enhances a brand’s credibility and trustworthiness, which aligns with Google’s E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) guidelines for valuable content.
However, asking questions is only one part of the interview process. You must learn how to hone the other skills involved in the process if you want to access the most helpful information.
When I was a full-time reporter working at daily newspapers, my editors loved my ability to pull a story from an interview subject. Sometimes, it wasn’t even the story they thought they wanted, but it was always a much better article. I found those hidden gems because I knew how to prepare for the experience and help the people I was talking with feel at ease.
Conducting a proper interview can feel intimidating if you’re not a trained journalist. That’s why in this week’s newsletter, I’m going to share the 5 ways I prepare for the fine art of interviewing that you can use to improve your skills.
Step 1: Know your interview subject
The most critical step in the interview process is to know everything there is to know about the person to whom you’re speaking. Most SMEs are authorities in a niche or industry. You can find biographies, previous articles, and possibly even research featuring their expertise.
Explore everything you can find to better understand their background, expertise, and accomplishments. LinkedIn and company websites are a solid resource for getting started.
It’s important to familiarize yourself with the SME’s viewpoints, opinions, and contributions to the topic you’re discussing. An effective method is to look for any published books, whitepapers, research papers, or interviews.
Review their social media activity to see which topics they frequently discuss or share. Take note of any controversial opinions that could lead to an interesting conversation with them. Social media posts can also identify areas where their expertise intersects with current industry trends or challenges, adding relevance to your content.
All these things provide the insight you’ll need to conduct a thoughtful interview.
Step 2: Compile a list of open-ended questions
The only thing worse than an interview subject hesitant to answer your questions is one who gives you yes or no responses without further elaboration. You can avoid this possibility by creating a list of open-ended questions that encourage in-depth responses.
Let’s say you’re interviewing a cancer research expert. Some examples of open-ended questions you might ask include:
What area of cancer research are you currently focused on and what inspired you to pursue this specific direction?
How has our understanding of cancer evolved over the last 10 years, and what do you see as the most significant breakthrough?
Can you describe some of the most promising emerging technologies or approaches in cancer treatment?
How do you collaborate with other researchers or institutions in your work?
Getting the idea? Conducting the in-depth investigation described in step 1 helps you create these kinds of questions. It’s one more reason to spend adequate time in research mode.
Organize your questions logically. They should flow smoothly from one topic to the next to maintain the interview’s pace and avoid awkward silences.
Don’t be shy about asking questions that ask for specific examples or case studies to illustrate your SME’s points. Not sure how to do that? Move on to step 3 for details on how.
Step 3: Practice active listening
Active listening is a critical skill of any effective interviewer. Don’t simply ask your prepared list of questions. Listen for potential follow-up opportunities based on the answers you’re getting from the interview subject.
This is another reason thorough research is the first step in the interview process. When you take the time to get to know the person you’re interviewing, you’ll have the expertise to know when something they’ve said lends itself to a deeper dive. Your follow-up questions may be to expand on interesting points or clarify any ambiguous ones.
Not sure how to actively listen? Here are a few helpful tips.
Give your full attention to the subject’s answers
Don’t just focus on their words and write them down for later. Listen for their tone, emphasis, and any non-verbal cues they’re sending. As a reporter, I took a lot of cues from the person’s body language. Eyes lighting up and more animated gestures indicate the person is enthusiastic about a particular question or topic. Expand on it to get some of those hidden gems I mentioned earlier.
Shifting in their seat, avoiding eye contact, and hesitating before responding can signal discomfort with a question you asked. Proceed with caution if you pursue poking at the person’s uneasiness. If you push too hard and too fast, the subject might end the interview abruptly.
Paraphrase and summarize information
One way to let your interview subject know you’ve heard their point correctly is by repeating it back to them in your own words. For example, if you asked a question to our cancer researcher from earlier about the one emerging technology that they are most excited about, they might tell you CRISPR because of its potential to allow scientists to modify the DNA of living organisms. You’d repeat that back by saying, “You favor CRISPR because scientists could use the gene-editing technology into an effective cancer-deterrent.”
Paraphrasing and summarizing are effective ways to let your interview subject know you’re actively listening and engaged with the conversation. It also boosts their confidence in your ability to convey their thoughts accurately.
Avoid interrupting
Respectful engagement means allowing the interviewee to finish their thoughts without interruptions. It demonstrates respect for their perspective and allows them to express ideas fully. Even after someone appears to have finished their thoughts, pause for a moment before asking your next question. Leaving that space increases the comfort level of your interview subject and gives them additional time to add comments before moving on.
If you’re tempted to interrupt because you’ve thought of a pressing follow-up question, it’s better to write it down and wait than to interject and risk breaking the flow of the conversation.
Step 4: Create a comfortable environment
The quickest way to a boring interview is to make the person you’re speaking with feel like they can’t relax around you. Making interview subjects feel comfortable is a key strategy in getting them to open up.
If you’re meeting in person, let them choose the location where they feel most at ease. This could be their office, their home, or even the local coffee shop. Giving them the home-field advantage increases their willingness to be more candid with responses because they’ll feel relaxed and in their element.
Reverting to step 3 can increase the comfort levels of interview subjects. Some active listening techniques convey your interest in what the person has to say. No one likes to feel like they’re not being heard, so maintain eye contact, nod in agreement, and use other body language that signals you’re listening and not just going through the motions.
Some other ways to boost comfort level include:
Send the interview subject a clear outline of what to expect during the interview. Share some of the topics you plan to cover and the format for the interview. Invite them to ask questions they have about the interview process or your intentions. The openness helps them feel more in control.
Arrive early for in-person interviews. Getting to the interview location before your subject matter expert gives you a chance to set up and be ready to go as soon as they arrive. Doing so demonstrates respect for their time and establishes a professional yet relaxed atmosphere. The only time this approach doesn’t work if is you’ve agreed to meet them at their home or office. You can still arrive a bit early, but your preparation will look different.
Engage in small talk before the real questions begin. While you want to be respectful of the SME’s time, diving right into your questions can feel rude. Start with some light conversation. Discuss neutral topics such as current events, shared interests, or recent experiences related to their field to ease tension. Normalize vulnerability and let them know that you understand being interviewed is stressful and please let you know if there is anything you can do to improve the experience.
Step 5: Build rapport, not tension
No one wants to feel interrogated. Asking questions the wrong way puts interviewees on edge, which means you won’t get valuable information that lends itself to high-quality content creation.
Likewise, interviews should never feel like a transaction where you coldly ask questions, record the person’s answers, and then move on to the next question.
Building rapport – not tension – is another way to get to those hidden gems that will set your copy apart from the competition. It’s also a smart way to establish a trusted relationship with an SME who could prove a valuable resource moving forward.
The most effective way to do this is by treating the interview subject like a friend you enjoy talking with regularly. Tap into that feeling and let it guide the process into a more natural conversation.
Interview like a pro
You don’t have to be a trained journalist to master the art of interviewing. Following the techniques outlined in this week’s newsletter is a great start to gathering detailed information while building lasting connections to experts in a niche or industry.
As you refine your interviewing skills, you’ll discover that each conversation becomes an opportunity to uncover new insights and create content that adds value to your target audience.
Remember – the goal isn’t to extract information. It’s to facilitate a meaningful exchange of ideas that benefits your content strategy and the broader conversation. With practice and dedication to the craft, you’ll conduct interviews that inform and inspire your content.