B2B White Paper Interviews – 7 Questions (Part 2)

Subject matter experts (SMEs) have the story in their heads. White papers help make that story readable, and these questions help build the paper. Continuing from the previous post on interviews and how to write them up into a white paper, here are 4 more customer interview questions for generating the information readers want to […]

B2B White Paper Interviews – 7 Questions (Part 1)

Subject matter experts (SMEs) have the story in their heads. White papers make that story readable, and customer interview questions help build the paper. “We want you to interview our SME, then write up the result into a paper we can use in our content marketing effort,” you say to the marketing communications writer. Sounds […]

Breaking a Case Study into Two Pieces

Separating a case study project into the outline and the body can help you manage the risk that your customer may not approve it. How many times have you wanted to write up a textbook-perfect case study in your organization? Doesn’t it seem like just the kind of piece to populate your content marketing campaign, […]

Preparing the SME

When you hire a writer to interview a subject matter expert (SME) or a customer, you have a bit of work to do on both sides of the relationship. Tell the writer about the interviewee’s specialty and personal characteristics, the kinds of information to elicit, and what you want out of the interview. If I […]

Interviewing on the Record(ing)

What do your writers use to capture interview content? I suppose some writers have remarkable memories and capture everything needed to write up the content into an article or paper. They’re a technical version of those waiters who can remember every detail of an order from a party of twelve, who wants the veal rare, […]