Effective content marketing answers your audience’s questions, addressing their business challenges or points of curiosity. However, to truly engage readers and drive interest in your business, your content must strike an authoritative and trustworthy tone.

Often, especially with complex or technical topics, content writers struggle to attain the level of depth needed to position their company as a true expert. This is where partnering with a Subject Matter Expert (SME) becomes an invaluable strategy.

An SME is an individual with deep knowledge and experience in a specific field. By collaborating with them, you can fill the knowledge gaps in your content, add significant authority to your brand, and provide your audience with unique, high-quality insights they can't find elsewhere.

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The Strategic Value of Subject Matter Experts

In today's crowded digital landscape, generic content is no longer enough. Both your audience and search engines like Google prioritise content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). Featuring a credible SME is one of the most powerful ways to meet these criteria.

• Builds Trust and Credibility: When you feature a recognised expert, you are borrowing their credibility. Their insights and validation lend weight to your content, making your brand appear more trustworthy and authoritative in the eyes of your audience.

• Provides Unique, Original Insights: SMEs can provide nuanced perspectives, real-world examples, and cutting-edge information that cannot be found through simple online research. This originality makes your content marketing far more valuable and memorable than a piece that just rehashes existing information.

• Improves Search Engine Performance: By citing and featuring experts, you signal to search engines that your content is well-researched and credible. This can lead to better search rankings, as search algorithms are increasingly designed to reward high-quality, expert-led content.

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How to Find and Vet the Right SME

Finding the subject matter experts best-suited to your content requires diligent research. Your goal is to find someone who is not only knowledgeable but also a good communicator.

Identifying Potential Experts

Consider the following resources for finding an SME:

• Internal Company Experts: Your most valuable SMEs might already be working within your organisation. Look to your engineers, product managers, senior leaders, or customer support specialists. They have first-hand knowledge of your products, industry, and customer pain points.

• Journalist Query Services: There are platforms designed to connect writers with expert sources for articles. You can submit a query asking for insight on a specific topic and receive pitches from qualified experts.

• Professional Social Media Networks: LinkedIn is an excellent tool for finding experts. Use its search function to find individuals with relevant job titles or who are active in industry-specific groups. You can then review their profiles and content to gauge their expertise.

• Industry Directories and Associations: Look for professional associations or local business directories related to your topic. These can be a great source for finding reputable businesses and a good point of contact within them.

Vetting Your Candidates

Once you have a list of potential SMEs, it is crucial to vet them. The ideal subject matter expert not only has deep knowledge but also possesses the following qualities:

• They Can Explain Complex Subjects Simply: The most effective SMEs can make complicated technical concepts understandable to a general audience without resorting to jargon. Content that is too technical will drive readers away.

• They Can Provide Depth Without "Dumbing Down": There is a fine balance between making a topic accessible and patronising your audience. A great SME can provide the necessary depth to answer a reader's questions without oversimplifying the subject to the point where it loses its value.

• They Have Strong Communication Skills: Review their existing content, such as blog posts, videos, or conference talks. Are they engaging and articulate? An expert who is a good communicator with strong communication skills will be able to provide you with thoughtful and compelling quotes.

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Engaging With Your SME for Maximum Impact

Once you have found the right SME and confirmed an interview, your preparation and approach will determine the quality of the insights you receive.

Preparing for the Interview

Conduct background research on the topic to inform your questions. A basic knowledge of the subject will help you generate thoughtful questions, contextualise the expert’s quotes, and have a more meaningful conversation.

When interviewing a subject matter expert, you should:

• Offer background information: Start with a brief overview of your article's goals to help the SME understand the sort of answers you are looking for.

• Use open-ended questions: Rely heavily on "how" and "why" questions. These garner the best responses and provide context for both you and the audience.

• Clarify industry terms: Do not be afraid to ask for additional information or an analogy for an unfamiliar term. If you do not understand it, your readers will not either — an approach rooted in Using Plain English.

• Ask one question at a time: Avoid asking multiple questions at once. This can be confusing and may allow your interviewee to only address part of your query.

Don’t try to overreach with your own knowledge. If something is unclear, let the subject matter expert fill in the blanks.

Building a Long-Term Partnership

Sometimes you get everything you need in one interview, but that does not mean the relationship should end there. An SME can continue to serve as a valuable resource for follow-up questions and future content partnerships. Once the article is published, be sure to send them the link and thank them for their time.

Many SMEs will want to review their quotes prior to publication. This is a good practice, as it gives them an opportunity to correct any mistakes or clarify any vague language. Finally, make sure to take any criticism from the SME constructively. Their edits will only make your work better and more accurate.

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Conclusion

Subject matter experts add tremendous value to business content. Their expertise and authority can make your work stronger, more valuable, and more effective at engaging your audience. In a digital world saturated with generic information, leveraging expert insights is a powerful way to stand out.

By finding the right SME, asking the right questions, and establishing a collaborative relationship, you can enhance your writing, build your brand's credibility, and create content that truly serves your audience.

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