Top 10 questions you should be asking subject matter experts
If there’s one skill I’ve mastered in my career, it’s the ability to become an “expert” on almost any topic in just a few minutes. And by “expert” I mean knowledgeable enough to write a solid piece of content.
When I was a cub journalist, fresh out of college, I quickly learned that the key to getting the right information was by asking the right questions.
As they say, there are no dumb questions! It’s just dumb (and dangerous) to assume that you already know the answers.
Whether you’re writing a news story, blog post, talking points or press release, here are 10 questions you should be asking subject matter experts (SMEs) to get the information you need to create great content.
Give me your elevator pitch on this topic. Most SMEs have spent a lot of time talking about their work before, so they will probably have this down pat. If not, you’ve found a great opportunity to help them craft a clear message.
If I would say [insert your thoughts here], would that be a good way to describe this topic? By asking this question, you’re getting instant feedback to make sure you’re on the same page.
You keep using this term/phrase ... How would you explain that to someone outside of the industry? This question will help you to eliminate, or at least clarify, any jargon.
How is what you’re doing different from what you, your organization or your industry has done before? Asking this can help you find any unique/compelling parts of the story you may be missing.
Thinking about the audience for this piece, what’s the ONE thing you want them to remember? This one often surprises me! Getting their thoughts on the most important message(s) will help you shape the direction of your content.
Is there anyone else I should speak to about this topic? Sometimes it might help to talk with a colleague, patient, client, etc. to get additional perspectives.
Do you have any related testimonials or examples? These are powerful storytelling tools.
Do you have any data that helps explain this topic? Even if you’re a “words person” like me, numbers will help you paint a clearer picture.
Do you have any photos, videos or graphics related to this topic? Visual aids are always a plus.
Is there anything I haven’t asked about that you think I should know? You should be asking this question EVERY SINGLE TIME. It allows them to add any information you didn’t know to ask about. You’d be shocked at how many times I thought an interview was over, but the SME suddenly revealed key details that we needed to discuss.
These are my just my top 10 questions, but you can (and probably should) be asking more related to the topic at hand. If you’re a writer or content creator, what questions would you add to this list? Feel free to leave a comment with your ideas.
