Freelancer’s Guide to Interviewing and Quoting Subject Matter Experts

Publication Date

June 14, 2024

Summary

Here’s exactly how I find and incorporate expert quotes into my content (even on a tight deadline), while keeping my workflow smooth and scalable.

Step 1: Timing & Questions

Reach out to SMEs as early as possible so they have time to respond.

I always start by creating my outline first—then, I write my questions based on that outline. This ensures I ask for specific quotes that directly support my content.

⚡️ Tip: Keep your questions open-ended but focused. Think: “What’s the biggest mistake people make with X?” or “What’s one tip you wish more people knew about Y?”

Step 2: How to Find SMEs

If You Have Time (48 hours to 2 weeks):

🧠 Qwoted or similar HARO alternatives
📢 Post your questions on LinkedIn, Threads, or Twitter
💬 Ask in forums like Facebook Groups, Lenovo Pro Community, or niche industry communities
✉️ Reach out to people who’ve written blog posts or created videos on your topic

If You’re on a Deadline (Less than 48 hours):

🔎 Search for existing quotes on LinkedIn, Twitter, Substack, YouTube, or blogs where people post under their real names
👥 Browse industry forums or Facebook Groups to find quoted insights from named users

If the quote is public and tied to a real identity, you can use it (always cite your source and link back if possible).

Step 3: Before You Write

Once you’ve collected your SME responses, read through them before you start writing (if possible). Then:

Highlight the strongest quotes that support your argument
Paste them into your outline
Decide where they’ll best fit into the structure

Don’t worry about perfect wording yet—just place them in context so you don’t forget to use them.

Step 4: After You Write

Now that your draft is done, go back and integrate your SME quotes where they’ll be most impactful.

Keep quotes short and readable. You can:

Use pull quotes for emphasis
Embed quotes in sentences (with clear attribution)
Cut down longer answers for clarity

Be sure to introduce the SME briefly and tie their insight back to your blog’s topic.

Step 5: Final Touches

Before submitting your draft or publishing:

🔗 Hyperlink your SME’s name or credentials the first time you mention them
📘 Check your client’s style guide for formatting (some require formal titles, others prefer casual tone)
✉️ Once published, send the SME a link! Most are excited to share the piece with their audience.

This not only builds goodwill but may help expand your reach through their network.

FAQ: Using SMEs in Freelance Content Writing

What’s an SME, exactly?

A subject matter expert is someone with deep experience or authority on a specific topic. They add credibility and unique insights to your content.

Do I need permission to quote public posts?

If the quote is public and attached to a real name (like on LinkedIn or Twitter), you can generally use it—just cite the platform and link to the original post. For private groups or forums, always ask.

How many quotes should I use per article?

Aim for 1–3 quotes depending on the article length. Usually 6 is the most I’ll include unless it’s a profile, customer feature, or something where the person quoted should be front and center. More than that can overwhelm the narrative, but one or two great quotes can elevate the entire piece.

What if my SME doesn’t respond in time?

Use existing published quotes or pull public commentary from social media and forums. Then, reach out afterward and offer to update the piece with their input later.

Can I quote someone without contacting them directly?

Yes, as long as the quote is public and you credit them properly. It’s still good practice to let them know after publication.

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