How To Interview Someone for an Article: Top 7 Steps

Back in the good ol’ days, when we still used to read each and every email in our inbox, interviewing a subject matter expert (SME) might have been reserved for journalism or content marketing for highly technical brands. 

Today, we need artificial intelligence (AI) to keep the spam in our inboxes at bay. And once it’s done that, it’ll likely point us in the direction of the newsletters referencing content based on interview responses. And while we’d love to say it’s doing that because we’re all as smart as those experts, there’s another reason, and that’s Google’s E-E-A-T. No, that’s not a fancy new diet. It’s the search engine’s initiative to bring Expertise, Experience, Authoritativeness and Trustworthiness front and center. It’s the search giant’s way of saying, “Ask the tough questions.”

The biggest challenge for your brand, then, is: How do you get the most out of the human insight and experience within your organization? After all, you probably hired those folks to build the next big thingamabob, not become your content writer. But how do you approach the interview process in a way that not only respects the person’s time but also garners the high-quality background information your readers need?

This guide walks you through the key steps of conducting background research that not only extracts expertise but also lays the foundation for impactful content. Whether you’re developing an interview checklist, diving into a new field or interviewing industry veterans, these tips will help you nail the entire interview and make for a helpful finished article.

1. Do Your Homework: Preparation Before the Conversation Is Key

The more you know about your interviewee and the subject at hand, the more productive your conversation will be. Before you even reach out, make sure to invest some time in researching both the interview subject matter and your expert’s background. 

• What have they written or spoken about?
• What are their major accomplishments?
• What are their pet peeves?
• What are the most pressing topics in their field?

Not only does this help you craft meaningful questions, but it also sets the tone for a natural conversation. By referencing specific details about their work, you show the interviewee that you’ve done your due diligence. This not only earns their respect but can also make them more willing to share deeper insights (or that one industry trend that’s driving them insane).

And remember, thoughtful questions also make for a thoughtful interview. Base your questions on the expert’s published works, recent social media posts or areas of expertise, allowing you to focus on fresh insights rather than rehashing widely available information.

You don’t need a material scientist to explain age hardening; you can Google that. What you can’t Google are the thoughts behind their company’s most recent research and development initiative or their clients’ most common mistakes.

2. Adapt to Cultural and Communication Preferences for Each Person

Not every interviewee will respond the same way to your questions — and that’s a good thing. Diversity in expertise often brings diversity in communication styles. Being mindful of cultural nuances or potential language barriers can make the difference between a fruitful conversation and one that falls flat.

Consider the background of your interviewee. 

• Are they from a region where direct questioning might come across as impolite?
• Is their first language different from yours?
• Do you need to draft the content in a different language than the one used during the interview?
• Will explaining the content creation process help to alleviate their concerns about confidentiality?

Adjusting your language register or the way you frame questions can create a more comfortable environment for the expert and help you get the right answers quickly. For example, instead of diving into technical or personal questions right away, you might begin with a softer approach to build rapport.

Understanding how your interviewee prefers to communicate allows you to phrase questions in ways that make sense to them — not just to you. A little adaptability goes a long way in building a productive dialogue.

3. Frame Your Interview Questions for Clarity and Efficiency

Time is precious, especially when interviewing busy subject matter experts. That’s why framing your questions clearly and efficiently is crucial to keeping the conversation on track. Start with broad, general questions to ease the expert into the topic, then gradually move toward more specific, technical areas as the interview progresses.

Being this strategic about question timing allows you to get the most necessary big-picture answers first. If your interviewee is more chatty than expected and you’re having a great time discussing industry trends, you won’t have to worry about getting core information right. It’s easier to send over additional stats or sales numbers after an interview, but to get an article’s angle or a new take on an industry trend right, it’s usually best to talk face to face.

A good rule of thumb is to structure your questions in a logical sequence. If you can’t find a lot of information about them or the topic at hand online or in the client’s proprietary data, begin by asking for an overview of their role or the broader topic before drilling down into niche details. This allows the expert to ease into the conversation and gives you a chance to gauge their depth of knowledge on certain points.

Also, have a couple of “luxury” questions on hand — ones that are interesting but not essential. These can be saved for the end if the interview is moving faster than expected. And most importantly, respect their time by being concise and focused. You’ll likely find that a well-organized interview leaves more room for insightful dialogue.

4. Navigate Sensitive Topics With Tact

Interviewing experts often means addressing delicate issues, whether related to industry risks, compliance concerns or personal experiences. It’s natural for interviewees to hesitate when asked about these topics, especially if they feel it might reflect poorly on their organization. Imagine talking to your biographer one day and they open the very first session with, “What’s your worst quality?”

They may ask this to leave out certain bits in your bio, but if they don’t tell you, your lizard brain might go into panic mode. Biography or white paper, you need to navigate this issue, approaching sensitive questions with care, framing them as opportunities to highlight solutions rather than problems.

For example, if discussing challenges within their industry, position the question as a way to explore how their company is innovating or overcoming those hurdles. This allows the expert to address the topic while keeping the conversation constructive and forward-thinking. You might even want to ask them if there are certain problems you shouldn’t highlight, in case it’s a work-in-progress situation or a touchy subject in general. It’s also helpful to acknowledge the sensitivity of the topic upfront, which can help the interviewee feel more comfortable sharing honest insights.

Always aim to maintain the tone of the interview as collaborative rather than confrontational, and remember that tactful questioning can turn potentially awkward moments into valuable storytelling opportunities.

5. Don’t Try To Outsmart the Interviewee

Quick reality (and ego) check: The goal of an interview is to learn from the expert, not to prove your own knowledge. Trying to outsmart or one-up the interviewee can damage the rapport and limit the insights you’re able to extract. Instead, be open about any gaps in your understanding, embarrassing as that may seem at first. If there’s a concept you don’t fully grasp (which you couldn’t just google), admit it — chances are, your readers might have the same questions.

Transparency not only builds trust but also encourages the expert to provide more detailed explanations that could reveal valuable information not easily found online. Experts appreciate honesty and are often more willing to go into depth when they see you’re eager to learn, rather than when you pretend you already know it all.

You don’t have to go as far as Socrates’ “All I know is that I know nothing.” But ultimately, humility can lead to richer, more meaningful responses that will benefit your audience as well as your own understanding of the topic.

6. Capture and Clarify Details With Follow-Up Questions

During the interview, capturing key details is vital to ensure accuracy and avoid misrepresentation. Recording the interview (with the interviewee’s consent, of course) is a helpful way to ensure you can revisit specific moments later. But don’t just rely on the recording — take notes and ask follow-up questions to clarify any points that seem unclear or vague in the moment.

Follow-up questions are particularly useful when discussing technical topics or industry-specific knowledge. For example, if the expert mentions a pending patent or a proprietary process, make sure to ask for clarification on the details, even if they won’t be included in the final article. This extra context helps you understand the broader implications and ensures your content is as accurate and well-informed as possible while respecting company policies.

By seeking clarity during the conversation, you’ll avoid the need for multiple post-interview follow-ups, saving time for both you and your interviewee.

7. Plan for Subject Matter Expert Review

After the interview, maintaining a collaborative workflow with the expert helps ensure the final product reflects both their insights and your content goals. Set up a process where the expert can review your content at different stages, such as the outline, first draft and final draft. This not only helps maintain accuracy but also builds trust, as the expert knows their input is valued.

After all, why would you bother to ask all those questions if you were just able to finish the remaining work by yourself?

Be transparent about the approval process so the expert understands what’s expected at each stage and can provide feedback efficiently. Additionally, ask them to suggest reputable sources or further reading to enhance your article. These references can increase the credibility of your piece and strengthen the overall argument.

Planning for expert review ensures your content aligns with their vision while adding the layer of expertise that will resonate with your audience.

And there you have it — the top steps for interviewing someone for an article! Now, go out and create some meaty, helpful content.