How to Develop Thoughtful Interview Questions for Subject Matter Experts (SMEs)

At Sunshine Content Marketing, we believe the best content comes from the expertise within your company. The key to unlocking that knowledge lies in asking the right questions. Whether you’re talking to developers, DevOps engineers, or other technical team members, the questions you ask should spark insights, uncover stories, and bring valuable experiences to the forefront.

Here’s how to create questions that lead to rich, publishable content.

Frame Questions Around Storytelling

The most engaging content is often story-driven. Instead of asking for an explanation of a process, encourage your SME to share stories from their experience. This brings authenticity to the content and helps readers relate on a deeper level.

Real Example:

“Can you tell me about a time when a particularly tricky bug nearly derailed a project? How did the team diagnose the problem, and what was the final solution that got everything back on track?”

This kind of question invites the SME to walk through a memorable scenario, providing a real-world narrative that is perfect for an engaging blog post.

Highlight “Behind-the-Scenes” Decisions

Readers love to know the “why” behind technical decisions. Ask questions that explore the tough calls your SME had to make during a project—decisions they wouldn’t normally explain unless prompted.

Real Example:

“When we were building out the new infrastructure, what was one of the most difficult trade-offs you had to make? How did you approach that decision, and how do you feel about the outcome now?”

This encourages the SME to dig into the decision-making process, uncovering insights that add depth to the content while giving readers a peek into how technical teams operate.

Focus on Relatable Lessons and Advice

Prompt SMEs to share lessons learned and advice they’d pass on. This creates content that’s not only informative but also useful to others in similar roles.

Real Example:

This allows the SME to reflect on their own journey and share practical tips that are relatable to others navigating similar issues.

“Thinking back to when you first started using Kubernetes, what was the biggest challenge you faced during implementation? What would you recommend to a team just starting down the same path?”

Dive Into Unexpected Outcomes

Everyone loves a good story about a surprise or an unexpected win. By framing your questions around these moments, you can get your SME to share engaging, relatable experiences that offer value to the reader.

Real Example:

“Was there a point in the project where things didn’t go as planned but ended up working out better than expected? What did we learn from that, and how did it change our approach moving forward?”

This prompts the SME to share an interesting twist in the project’s journey, adding intrigue and highlighting adaptability—great ingredients for a compelling post.

Encourage Sharing of Personal Techniques and Tools

Sometimes the best content comes from the tools or habits that make someone’s job easier. These personal touches humanize the SME and offer readers practical takeaways they can use.

Real Example:

“When you’re tackling a particularly tough problem, is there a tool or technique you always fall back on to help streamline your work? How has it made a difference in your process?”

This helps reveal personal insights that can be framed as expert advice, making the content more engaging and relatable.

Bringing it All Together

By asking questions that feel conversational and encourage storytelling, you can generate rich, authentic content that speaks to technical audiences. Instead of formal, interview-style questions, focus on the experiences and insights that your SME naturally wants to share. At Sunshine Content Marketing, we know how to nurture these conversations and turn them into content that resonates and builds credibility.

Looking to tap into the expertise of your team? Let’s create content that showcases your company’s unique strengths and stories.