How to Use Subject Matter Expert Interviews for High-Impact Content
Using subject matter expert interviews is a practical way to create insightful and engaging content for your audience. This approach brings firsthand experience into your articles, which improves SEO and encourages more interaction from readers. Below, we’ll explain why expert-driven content works, how to plan and write it, and how to get the most value from every interview.
What Are Subject Matter Expert Interviews?
Subject matter expert (SME) interviews are conversations with people with deep knowledge in a specific field. In content marketing, these interviews provide insights that have more depth than what you’d find through surface-level research. It can be a product or even an industry partner. SMEs offer direct experience and practical knowledge that readers and search engines value.
Let’s explore some of the most significant benefits of the strategy.
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Start with their name, role, and why they’re relevant to the topic. Mention key experiences or achievements that show their expertise. Keep it short so readers quickly see why this person’s insights matter.
Enhanced Credibility and Authority
Featuring an expert voice in your content makes it more trustworthy. It shows readers, and Google, that your article is based on firsthand knowledge, not just reworded search results. This raises your brand’s profile and attracts attention from others in your space.
You may even see extra value like backlinks, citations, or coverage from other sites. In fact, 65% of people say expert content influences how they view a company, and 77% of B2B (Business-to-Business) decision-makers say quality thought leadership is key to establishing credibility.
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Content Quality and Depth
Interview articles are typically more detailed and grounded. SMEs share genuine examples and explain why something matters. They can also clarify things your audience may not know, and this kind of depth ensures your content stands out from generic blog posts.
It results in stronger search performance. Articles structured around original interviews tend to rank higher and keep people reading longer.
Improved Content Efficiency and Scalability
One expert interview can turn into several pieces of content. You might begin with a blog post, but you can also use the insights in a newsletter or video script. This approach gives you a repeatable system for producing meaningful content, which is particularly beneficial if you work with a lean team or juggle multiple clients.
A SEMrush report found that 71% of marketers use AI for content ideas, but 68% say ROI (Return on Investment) improves when expert insight is included. That’s a strong case for mixing expert input with your usual tools.
Enhanced Audience Engagement
Readers are more likely to connect with authentic content. Including direct quotes or a Q&A structure makes the piece more like a conversation, breaks up the text, and makes it easier to read.
According to research, engaging content across industries averages a 62% engagement rate, and content with deeper analysis or expert commentary typically keeps people on the page longer.
Planning Expert-Driven Content
What about the specifics of how to write an article on an interview? Before the interview happens, it’s best to plan ahead. That includes selecting the right subject matter experts, knowing what you want the content to do, and picking the best format to share it. These steps make the entire process simpler and more constructive.
Identifying Appropriate Experts
The best subject matter experts are people who understand the topic and can speak to your audience. They may be internal team members or even longtime customers. Look for someone who can share in-depth insights, not just high-level talking points.
You’ll also want to watch for red flags like vague answers or overly promotional language. You want someone who will use the correct tone and be grounded in the subject.
Defining the Content’s Purpose and Format
Before the interview, consider why you’re creating this content. Is it for SEO? Lead generation? Building awareness? Your goal shapes what questions you ask and what type of content you make.
For example, a blog post may be best for SEO, while a video might be better for social or thought leadership. Think about where the audience is in their journey, and what format will be the most for them.
How to Run and Capture a Great Interview
A solid interview starts with preparation. Research the expert’s background and ensure you know what you want from the conversation. Jot down a few goals and write questions that will lead to specific, useful answers. You don’t need a full script, but a clear direction is a must.
During the interview, keep it conversational. Some of the best quotes from follow-up answers or moments when the expert is comfortable speaking naturally. Platforms like Zoom, Otter.ai, or Notion can be useful for recording and taking notes.
Be sure to ask for permission to record and quote the expert, especially if you plan to reuse their insights across different channels.
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Start with a short intro that explains who you interviewed and why. Group the main questions and answers into clear sections, using subheadings where appropriate. End with key takeaways or next steps so readers leave with a clear understanding of the topic.
Turning Expert Input Into High-Performing Content
Once the interview’s done, the next step is shaping it into something your audience wants to read. Instead of sharing the full transcript, focus on key takeaways, strong quotes, and a clear story. Build around the expert’s insights, but make sure the interview article is easy to follow.
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You can also break the interview into multiple pieces: one main blog, a few LinkedIn posts, a newsletter blurb, or even a gated asset. This is where you get the most value from a single conversation.
As you write, consider how to apply E.E.A.T. (Experience, Expertise, Authoritativeness, Trustworthiness) by clearly showing who the expert is, why they matter, and how their input connects to your audience.
Want help organizing or scaling this kind of content? Explore our SEO management services.
Promoting and Scaling the Content
After publishing your expert-driven content, share it widely. Post it on your company’s social channels, send it out through email, and ensure it’s optimized for search. You can also tag the expert or ask them to share it with their own network. It’s a simple way to reach a broader audience.
If the content performs well, consider turning it into a series. A monthly expert spotlight or themed campaign keeps the momentum going. It gives your content calendar a steady stream of ideas.
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Keep it short and clear. Explain the topic, why it matters, and how the interviewee’s insights will add value. Share where it will be published and who will read it, so they see the benefit of participating.
Measuring Success and ROI
Once the content is live, track how it performs. Key metrics may include traffic, time on page, social shares, and conversions. These numbers show you what’s working and what to repeat for next time.
Expert-driven content also generally has long-term value. A strong interview keeps attracting readers months after it’s published.
Research shows that content marketing brings in three times more leads than outbound marketing while costing 62% less. That makes SME interviews a beneficial, cost-effective choice.
Connect with an expert at Eyeful to start creating expert content!