“Content marketing, at its essence, is really just a connection,” writes Daniel Burstein at MarketingSherpa. “It’s linking those who know something (subject matter experts) with those who want to know it.” This is where subject-matter experts come in handy, especially when more complex subjects are being covered. But to squeeze the best responses out of these experts and to gain their esteem, marketers will have to know the right questions to ask. Among the five general questions that Burstein has used throughout his career when interviewing experts are: “How will the [new product feature here] help [target customers here]?” “How has [industry news here] affected [target audience here] and what should they do about it?” “A [job title here] in our LinkedIn Group wanted to know [question here]?” Then there are follow-up questions, which are nearly as important. (MarketingSherpa Blog)
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