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"How to Interview Subject Matter Experts" with John Becker (Content Lab, Ep. 34)

By Liz Murphy

"How to Interview Subject Matter Experts" with John Becker (Content Lab, Ep. 34)

One of the most important tasks any content management or digital marketing professional will undertake is interviewing subject matter experts for content marketing purposes. 

It's so important, I wrote an entire article on how to screen for interviewing skills when hiring a content manager for your company. 

Because, here's the thing about interviewing subject matter experts -- it's not as easy as it sounds. 

Psst! Check out this exclusive offer from Verblio for Content Lab listeners!

Over the past six years, I've conducted hundreds of hours of subject matter expert interviews, and I made a lot of mistakes along the way, because I thought all I had to do was hop on the phone with a list of questions, ask them, get answers to them, and move on with my day. 

This is actually quite a common misconception. Interviewing subject matter experts for content is a bit of an art form, and there are a lot of things you need to think about:

  • How you prepare for the interview in advance.
  • What the atmosphere and setting are like for the interview itself; and what you do when you're stranded in a less than ideal interviewing situation.
  • How to build rapport with an interview subject so they (a) feel comfortable with you, (b) loosen up if they're nervous, and (c) ultimately, give you the expert goodness you need.
  • Having backup plans and strategies for interview subjects who aren't cooperating or giving you what you need to consider the interview a success.
  • And a lot more.

That's why I invited our new editorial content associate, John Becker, to join me this week to talk about all of those things and more. 


Listen to the Episode

Content Lab Exclusive from Verblio! 

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Learn more about this Content Lab EXCLUSIVE offer from Verblio! 

Connect with Content Lab 

Okay, first, you've gotta subscribe to Content Lab on Apple Podcasts. That way you'll never miss an episode!

Or you can email me directly at! I'd love to hear from you.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Content Marketing
Published on June 14, 2019

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