As B2B marketing teams continue to evolve and function more like media production teams, content marketers need to keep developing a crucial skill: working with subject matter experts.
Subject matter experts–both internal and external–are equivalent to a journalist’s trusted sources … They provide credibility, knowledge, and perspective that content marketers need to produce content that’s trustworthy and credible.
In this episode, podcast producer Jen Richler, who produces Can We Talk, sponsored by the Jewish Women’s Archive, talks about the strategies and techniques she uses for working with subject matter experts, including preparation, drafting good questions, making interviewees feel comfortable, and guiding discussions.
Watch the video version:
