In a previous blog, we talked about why live interviews with subject matter experts are such a critical part of developing engaging content with a strong point of view. But a great interview that generates the kind of insights needed for great content depends on both parties involved — the interviewer and the interviewee — coming prepared.

At Ascribe, we prepare by ensuring we understand what our clients are hoping to achieve with the final content, reviewing any background material they provided, and developing a set of questions that will guide our interview and help us hone in on the most important messages.

If you’re tapped as a subject matter expert, there are a few things you can do to prepare, too. Here are a few suggestions to consider:

1. Understand the goal

Ideally, you’ll have a chance to touch base with your marketing lead to make sure you’re aligned on what they want the piece to achieve and what they hope you’ll contribute to it. This touchpoint can also be good time to clear up any interdepartmental confusion and ensure everyone’s on the same page.

2. Read the questions and think about your answers

We typically provide our questions in advance so you’ll know exactly what we plan to cover and won’t be surprised on the day. This gives you the opportunity to think about what you want to say and helps avoid drawing a blank during the interview. Feel free to jot down some notes if it’s helpful, but try not to write too much. A few bullets to focus your thoughts will leave more room for an authentic conversation, which is more useful to us than fully fleshed out answers that you just read out loud.

3. Tell stories

Facts and stats are important, but we can get those from other sources. What really makes our writing come alive are the stories you tell. So even if you don’t prepare anything else, if you come with one or two great anecdotes in mind, that will go a long way to helping us create a compelling piece of content.

4. Don’t be afraid to say you don’t know

An interview is not a test. You won’t lose any marks if you don’t know the answer to a question. So if we ask something that’s outside your area of expertise, feel free to let us know, and we’ll move on to something else. On the other hand, if you look at the questions and realize none of it is in your wheelhouse, let us know that as soon as possible so we can avoid wasting your time. There may have been a miscommunication somewhere, and you might not be the right person to speak on the topic.

Discover the Ascribe difference

An interview can sometimes be intimidating, but with Ascribe, you’re in good hands. Our team will put you at ease and ask the right questions to draw out your story — even if you think you don’t have one.