How We Work with SMEs
Core assets rely on real insight.
If they are built only from desk research, they tend to feel generic and forgettable.
To make them useful, you need input from someone who understands the problem properly — an internal expert, a practitioner, or a credible external voice.
This section explains how we work with experts to turn their knowledge into structured, usable content.
What you are trying to extract
The goal is not to collect quotes.
It is to extract:
a clear point of view
a practical way of thinking about the problem
real examples and proof
the tension or disagreement in the space
This is what gives a core asset depth.
The key areas to cover
A good expert conversation usually focuses on a small set of areas.
You do not need to force every question, but you should aim to cover most of these.
1. The real problem
Start by grounding the discussion.
Focus on what is actually going wrong in the market.
You are looking to understand:
what people misunderstand
why the problem matters now
where the industry is getting it wrong
This sets the direction for the whole asset.
2. The point of view
Strong assets usually include a clear perspective.
Explore what the expert believes that others may miss.
This might include:
common myths
oversimplified ideas
patterns they disagree with
This is where differentiation comes from.
3. The core idea
Every core asset needs a simple takeaway.
Ask the expert to distil their thinking.
You are aiming to capture:
one main principle
one idea worth remembering
This becomes the anchor for the piece.
4. The stakes
Help the reader understand why this matters.
Explore:
what happens if the problem is ignored
what happens when it is handled badly
what improves when it is done well
This creates urgency without needing to exaggerate.
5. The framework
This is where the content becomes practical.
Ask the expert to break the problem down into steps or components.
You are looking for:
a clear structure (often 3 to 5 parts)
signs of success
common failure points
This becomes the backbone of the asset.
6. The proof
Without proof, the content will feel theoretical.
Look for:
real examples or stories
repeated patterns they have seen
measurable improvements or outcomes
You do not need perfect case studies — just credible evidence.
7. The objections
Good content anticipates resistance.
Ask about:
common pushback
reasons people hesitate
assumptions that need correcting
This helps you address friction early.
8. What happens next
Finally, look forward.
Understand:
where the space is heading
what people should prepare for
what will happen if nothing changes
This adds context and relevance.
How to run the conversation
You do not need a rigid script.
A better approach is:
come in with a rough structure or hypothesis
guide the conversation through the areas above
follow interesting threads when they appear
clarify and simplify as you go
Your role is not just to listen.
It is to shape what you hear into something structured and usable.
After the interview
Once the conversation is complete:
organise the material into themes
identify the core idea and framework
select the strongest examples
remove anything vague or repetitive
This is where the raw input becomes a clear asset.
The takeaway
Working with experts is one of the fastest ways to improve content quality.
When done well, it gives you:
original thinking
practical structure
credible proof
a clear point of view
That is what turns a core asset from something generic into something worth engaging with.