How to Create Content with Subject Matter Experts

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Tuesday, June 24, 2014

by: Ahava Liebtag

After graduate school, I worked for the Federal government, writing and editing digital content. I'll never forget the first time I had to interview a pipeline engineer about what American citizens needed to know if a pipeline was going to be built on their property.

I was so nervous to ask any stupid questions, I forgot to ask the questions I'd prepared!

Luckily, the engineer was a nice guy and very understanding. But I learned an important lesson: when working with subject matter experts, it's not the writer's job to know everything.  It's the writer's job to know what to ask.

Subject matter experts (SMEs) hold the keys to the valuable content kingdom. They possess the building blocks of information you need to create juicy content that provides your customers with textured, relevant information.

It can be demanding to work with SMEs. So often, they think they know more about the web then you do. And they also may demand that you write in a certain style. How can you make it easier to work with SMEs and create content that converts your users into customers?

5 Tips for Writing Content with SMEs

1.   Explain that content is a conversation: SMEs are typically not writers and marketers. They don’t understand that content is a conversation between the brand/organization and your target audiences. When you frame content as a conversation, SMEs will help you craft and edit knockout content for customers.  Watch this video to learn more about content as a conversation.

2.   Be prepared: When working with SMEs, you will have more success if you are prepared for the interview. Familiarize yourself with their subject matter, as well as their professional profiles. Use Google or LinkedIn to prepare.  You will have a smoother conversation—and the SME will appreciate that you took the time to prepare.

3.   Explain your goals at the outset: If you’re creating content with SMEs, chances are you have strategic goals you need to reach. Articulate those goals to the SME and share how creating this content will help you reach them.

4.   Send an outline before you write: Everyone likes to be included in the process. Take the time to draft an outline before you begin writing, to organize your thoughts. More importantly, it prepares the SME for the first draft of content.

5.   Set limits on the editing process: When you send the draft copy for review, make it clear that you are only asking for a “factual” review. If you are writing digital content, there are certain technical limitations on edits because of SEO and web writing best practices. On every copy deck Aha Media sends, we explain the editing process with big red letters across the top, “PLEASE READ THIS PAGE BEFORE EDITING.” It helps to keep the editing process smoother.

Make Friends with the Expert

Working well with SMEs takes practice and confidence in the subject matter. Establish a rapport and connection before you jump into the interview. You will create an environment of sharing and exchange, which will result in a fabulous conversation that you can turn into content that converts.

Need help writing content with your subject matter experts? It's our expertise at Aha Media.  Email Ahava today.