A strong SME interview is more than just a chance to collect information. It’s where you begin to uncover a distinct point of view — the thinking that makes the piece worth reading.

The proposed topic gives the conversation a place to start, but it doesn’t tell you the angle — what the piece is really about. That comes from going into the interview with a clear sense of what the content needs to accomplish and what the conversation needs to uncover.

Otherwise, even a smart interview can produce an accurate piece that still feels generic.

Strong thought leadership needs more than accuracy. It needs the underlying thinking that gives the piece a point of view.

That’s where the conversation becomes more valuable, because the SME helps reveal the thinking that gives the piece authority and helps differentiate your company or product.

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