The Art of the SME Interview
Picture this: You're standing knee-deep in a rushing river, pan in hand, sifting through countless pebbles and sediment. Your goal? To find those elusive golden nuggets that'll make your effort worthwhile. Now, replace that river with a stream of technical jargon and industry-specific knowledge, and you've got a pretty good idea of what it's like to interview a subject matter expert (SME).
At Oxford & Em, we've panned our fair share of information rivers. We know that the real treasure isn't just in listening to what SMEs want to tell you — it's about uncovering those nuggets of story that will resonate with your audience. It's about turning complex, technical information into content that's not just comprehensible, but compelling.
So, how do you become an expert gold panner in the world of SME interviews? Here are our top tips for striking it rich:
1. Do Your Homework... But Not Too Much
It might seem counterintuitive, but sometimes, knowing too much can be a hindrance. Your goal is to have roughly the same level of understanding as your eventual readers. After all, SMEs are experts (it's right there in the name!), and they often unconsciously assume "everyone knows" certain foundational concepts.
By maintaining a beginner's mind, you're better positioned to craft a story that everyone — from newbies to seasoned pros — can grasp. You're not trying to match the SME's expertise; you're trying to bridge the gap between their knowledge and your audience's understanding.
The homework you really need is a great brief. Oxford & Em prefers meeting briefs — we generally start projects with a 15-minute phone call, rather than asking our clients to complete cumbersome paperwork. Mostly, we need to know:
Which readers you’re trying to reach. Where are they in the funnel?
What pain points you’re addressing. How is the information you’re gathering making the world a better place?
What the audience should do after reading. Make it easy for them to take the next step in the customer journey!
2. Prepare, But Stay Flexible
Having a list of questions ready is Interview 101. But here's the real pro tip: be ready to go off-script. Some of the best content comes from pulling on conversational threads and following unexpected tangents.
We often hear tiny, throw-away sentences from SMEs that change the whole course of the piece. And isn’t that part of the human magic? Generative AI will do exactly what you ask, but that’s not always the best thing.
Think of your prepared questions as a roadmap, but be willing to take scenic detours. That offhand comment about a project challenge? The anecdote about a surprising customer reaction? These unplanned moments often hide the real story — the one that'll make your content shine.
3. Restate, Reframe, Clarify
When you're dealing with technical information, it's easy for wires to get crossed. That's why we're big fans of the "restate and clarify" method. Phrases like "What I'm hearing you say is..." or "It sounds like..." are your best friends.
This approach serves a dual purpose. First, it ensures you're on the same page as your SME, preventing any misunderstandings that could lead to inaccuracies in your content. Second, it often prompts the SME to explain things in a different way, potentially unlocking new insights or more accessible explanations.
4. Embrace the Confusion
Let's be real: at some point in the interview, you're probably going to feel a bit lost. And that's okay! In fact, it's more than okay — it's an opportunity.
Remember, if you're confused, your readers probably will be too. Swallow that pride and ask for clarification. A simple "Hang on, let's go back to the beginning. So step one was..." can work wonders. New writers often feel like they “should” already know something, but that’s rarely true — unless we’re writing for an audience as knowledgeable as the SME. In that case, it’s even MORE important to get the details right.
It's far better to look a little uncertain during the interview than to produce content that's inaccurate or sloppy.
5. Record, But Don't Rely
Always (with permission, of course) record your interviews. This isn't just about having a backup for your notes. It's about freeing yourself to be fully present in the conversation.
When you're not frantically scribbling every word, you can focus on the flow of the conversation, pick up on non-verbal cues, and think more deeply about follow-up questions. Plus, you'll have a record of those "Aha!" moments that might not have seemed significant at the time but turn out to be content gold.
That said, take light notes of key points. You never know when Zoom will flake on you. Luckily, you know when Teams will flake, which is always (sorry not sorry!).
The Real Magic: From Information to Story
Here's the thing: a successful SME interview isn't just about gathering facts and figures. If that were the case, we could just email a questionnaire and call it a day. No, the real art lies in finding the story within the information — the narrative that will not just inform your audience, but engage them.
Your job is to take all those golden nuggets you've panned and craft them into something beautiful and valuable. It's about finding the human element in even the most technical topics, drawing out real-world applications, and creating content that doesn't just convey information, but inspires action.
At Oxford & Em, this is our bread and butter. We're not just transcribers or technical writers — we're story miners and narrative craftsmen. We take complex, specialized knowledge and transform it into content that resonates, engages, and delivers real value to your audience.
So the next time you're faced with an SME interview, remember: you're not just gathering information. You're embarking on a treasure hunt. And with the right approach, you'll strike gold every time.
Need help turning expert knowledge into engaging content? That's our specialty. Let's chat about how we can help you pan for gold in your next SME interview!