![\"Woman](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/10\/woman-interviewing-expert-on-phone.jpg\")
<\/p>\n<\/p>\n
There’s good content. And, then there’s high-quality content, the stuff that rises in the search engine results pages, oozing those attractive and useful characteristics both consumers and search engines value.<\/p>\n
For an SEO copywriter, there are few SEO content writing tips that make your content more \u201cvaluable and useful\u201d to your readers than including first-hand information from an expert.<\/p>\n
If your web copy isn\u2019t performing, it might be because it lacks credible, expert information.<\/p>\n
![\"woman](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/girl-writing-a-project-to-do-picjumbo-com.jpg\")
<\/p>\n
While it takes extra time and research, the voice of an expert has the power to lift good content to high-quality heights.<\/p>\n
Think about it like this<\/b>. Would you trust an essay, a research paper, or a white paper without original research and real sources? Moreover, would you trust a paper that was plagiarized? Yet, for some reason, we expect consumers to simply accept digital content even when it\u2019s copied from material on the web and presented without sources and citations. On top of that, we expect search engines to reward that type of content with rankings. It just doesn\u2019t happen that way.<\/b><\/p>\n
Regardless of your industry or topic, expert information brings credibility to a site. Credible content not only nourishes consumer appetites, but also meets Google\u2019s bar for the amount of E-E-A-T<\/a> (experience, expertise, authoritativeness, and trustworthiness) on a webpage, boosting your rankings. It happens this<\/i> way.<\/b><\/p>\n
So is your website content credible? Does it demonstrate a high level of expertise? If so, that\u2019s great news. You can check out the rest of our SEO Copywriting Checklist<\/a> for other ways you can improve your content. If not, it\u2019s time to make some friends with experts<\/b>.<\/p>\n
This article will walk you through the following:<\/p>\n
![\"interview](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/interview-on-phone.jpg\")
<\/p>\n
Not to be confused with industry influencers, industry experts are people with the expert knowledge, experience, education, data, or advice on the specific topics you\u2019re writing about.<\/p>\n
According to Google, the level of expertise required for a site varies depending on the topic and industry. In its Search Quality Rating Guidelines<\/a>, Google gives the example that a medical site should have information with \u201cappropriate medical expertise or accreditation,\u201d yet suggests a site about the proper care of cats could easily be rated high-quality if it features expertise by everyday cat owners as opposed to trained veterinarians.<\/p>\n
For the purpose of SEO content writing, find an expert who is doing the work today (as opposed to a retiree or someone who just speaks or writes about the topic). These are doers and dream makers, the ones who can provide you with unique, never-before-seen quotes and advice.<\/p>\n
It’s also important to talk to someone who not only has been interviewed before but also enjoys talking about what they do or know. It’s not enough to find a professional with the knowledge you need. You want an expert who can appeal to your target audience by simplifying complex concepts without industry jargon.<\/p>\n
Next, competitive analysis<\/a> will reveal the level of authority you want to go after. At the very least, you want an expert at the same level or higher than the ones featured on competitor sites.<\/p>\n
You know the title or level of expertise you need, so how do you find the experts?<\/b><\/p>\n
Here, are a few places you can begin your<\/i> search:<\/p>\n
Recent newspaper and magazine articles<\/b>. If an expert is passionate about what they do and know, chances are they\u2019ve been interviewed before. Begin your search in websites of major newspapers and magazines for the topics you’re writing about to discover notable experts.<\/p>\n
If you\u2019re writing about sleep apnea, for example, a recent article<\/a> in the New York Times on the same subject reveals the name of Dr. Avidan, director of the sleep clinic at the University of California, Los Angeles, David Geffen School of Medicine, someone who just might know a thing or two about sleep apnea and can talk about it in a way that\u2019s not so (queue yawn) boring.<\/p>\n
University faculty and professors<\/b>. This is a great resource for a wide range of topics required for informational websites. Many universities have professors and staff who regularly speak to journalists for interviews. Look for the institution’s media page to find a list of faculty by expertise. For example, UCLA has this handy Media Guide to UCLA Experts<\/a>.<\/p>\n
Do pick more experts than you need<\/b>. If the project requires interviewing two experts, reach out to five or ten. You never know who will respond, and it\u2019s always a good idea to have backups in case someone flakes, gets sick, or simply has to cancel last minute. Another reason to reach out to more experts than you will need is that not everyone will give you the best information, and you’ll have a few options to choose from.<\/p>\n
Do create a spreadsheet.<\/b> Keep a list of experts you want to interview. Include the proper spelling of their name, company name, and contact information, including email, phone number, and website. Add a column for the date you reached out, the date they responded, if they agree to an interview, and if they agree to be interviewed regularly.<\/p>\n
Don\u2019t reach out to competitor resources.<\/b> As tempting as it might be, it\u2019s better to find your own experts and build relationships with people who are not contributing to your competitor’s websites.<\/p>\n
![\"man](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/man-and-woman-laptop.jpg\")
<\/p>\n
It\u2019s time to say hello. The way you reach out to busy industry experts matters, as does what and how much you say when you have their attention. You can use the telephone, but here\u2019s why I prefer email along with the process that was most successful for me.<\/p>\n
Send a brief but enticing email. <\/b>Why email? When was the last time you picked up your office phone? It\u2019s simply annoying to cold call someone and even more annoying to be the recipient of that call. Also, people don\u2019t check their voicemails throughout the day, but they do check their emails several times a day. This means that an expert can read and reply on their own time, which makes it convenient for them, and you.<\/p>\n
With one email, you can introduce yourself (your title and the company you work for), explain the reason for the interview (talk about the project, client, and benefits of being featured in the content), and let them know you\u2019re reaching out to them specifically because they are an expert in their field. Include your deadline, and keep it open for a phone or email interview.<\/p>\n
Personalize the email. <\/b>You have time to personalize your emails, and there is an important reason to do so: you\u2019re making a real relationship. You want them to feel as though they are your top choice. A generic email without the recipient’s name is insulting and exhibits lazy behavior on your part, not a good start to a relationship.<\/p>\n
Create a template<\/b>. What can<\/i> save you time is creating a template, but be careful to highlight the dynamic areas of the email so that you don\u2019t use the wrong name, which is also very insulting.<\/p>\n
Here\u2019s an example of the template I used to contact a luxury wedding planner.<\/p>\n
![\"magazines\"](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/magazines.jpg\")
<\/p>\n![\"working](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/people-around-table-working.jpg\")
<\/p>\n![\"hands](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/hands-over-table-e1488310856408.jpg\")
<\/p>\n![\"professional](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/03\/professional-with-tie.jpg\")
<\/p>\n