Interviewing experts adds depth and authority to your B2B marketing content by offering fresh ideas and insider knowledge. Whether you need insights from experienced leaders or specialists, finding the right sources is key to creating strong content.
By interviewing experts, you’ll be able to:
Provide authoritative insights and credible information
Experts bring data-backed insights and specialized knowledge, making your content stand out from generic articles. Readers are more likely to trust your B2B business when they see expert input and research in your content.
Build trust and credibility with your audience
Featuring interviews with knowledgeable professionals builds trust. In turn, your audience will be more likely to recommend and share your content.
Make complex topics easier to understand
Experts can break down complex subjects into digestible pieces. In addition, they can explain technical concepts and provide real-world examples. This boosts engagement and makes your content accessible to a broad audience.
Identify and share unique angles for industry topics
Discover emerging trends and explore new twists on existing topics with help from experts. By sharing their niche insights, your content will stand out from your competitors’ material. Moreover, it will engage readers and keep them coming back for more.
Extend your brand's reach
Experts often have their own following or professional networks. When they share your content that features them, it introduces your brand to a new audience. Consequently, your B2B business will increase its influence and presence in your industry.
20 places to find experts for interviews
Some platforms cater primarily to journalists but also offer features for content creators. For example, you may be able to search a database for experts in specific fields. But you might not have access to submit a query for experts to contact you directly. I didn’t include platforms that are strictly limited to journalists.
Here are 20 places to find subject experts for your interviews:
1. Authors
Look online for authors who’ve written about your topic. But be sure to vet them thoroughly to confirm their expertise. Since anyone can self-publish today, it’s important to check credentials, reviews and credibility. Many authors will welcome the opportunity for free publicity, so offer to feature their names and book titles in your content. You’ll enhance your brand’s authority, and they’ll gain exposure to a wide audience.
Instead of searching for authors by typing your topic and “authors” into a search engine, save time by using dedicated platforms to get targeted results. Start here:
- Goodreads – Search for topics, titles or authors.
- JSTOR – Access academic journals, books and peer-reviewed articles through universities, libraries and other institutions.
- Library of Congress Author Search – Explore books by authors or topics.
2. Conferences and trade shows
You don’t need to attend a conference or trade show to find potential experts. Most events offer agendas, speaker lists and session details online. First, search for events related to your topic. Check these three databases for conferences, trade shows and other events:
- 10times – Browse by city, industry and country.
- EventsEye – Filter by industry and location, including those specific to the U.S.
- Events in America – Find U.S. events by industry, state and city.
Next, look at event programs to find speakers who match your content needs. After finding potential experts, check their professional profiles, past presentations and publications. Then, contact them and mention their event participation to build connections with them.
3. Coursera Expert Network
Coursera is an online learning platform that runs the Coursera Expert Network. This network connects journalists with experts from top universities. The platform has a searchable database with detailed profiles, including academic backgrounds and contact information. While mainly for journalists, others can use the database to contact experts.
4. Customers
Your customers may be a great untapped source for interviews. They can share insights on industry trends, challenges and solutions. Moreover, they’ll appreciate that you value their expertise by featuring them in your content. Just avoid asking for proprietary information to prevent any concerns about competition.
To find the best candidates, check with your customer advocacy or customer success teams. In short, these teams often have connections with customers who are well-informed and eager to share their experiences.
5. ExpertFile
ExpertFile is designed for journalists. It has a database of experts from universities, institutions, think tanks and other trusted sources. Each expert’s profile includes a bio, background details and contact preferences. If you’re not a journalist, use the “general” inquiry form.
6. Expertise Finder
Expertise Finder is a powerful search engine that helps you find academic experts. You can search by name or expertise, browse their profiles and connect directly. The directory includes more than 30,000 faculty members from accredited universities and colleges in the U.S. and Canada. Each profile includes an email address and/or phone number.
7. Google
To find subject experts for interviews using Google, enter your topic and “experts” or “thought leaders” in the search field. Next, refine your search by using qualifiers, such as “and,” “or” and “not.” Furthermore, you can put quotes around specific terms for more precise results.
Say you’re looking for experts on artificial intelligence in health care. You could enter a search like “artificial intelligence AND health care AND experts” to pinpoint interview candidates.
8. Google Scholar
Google Scholar indexes academic articles, books and other materials. Thus, use it to find leading researchers and specialists in your field of interest. By searching for relevant topics or keywords, you can identify top authors and their work.
Get contact information for experts you find on Google Scholar by searching:
- Author profiles: Many authors include their phone numbers, email addresses and websites in their Google Scholar profiles.
- Institutional websites: One you have an author’s affiliation, you can search for a faculty directory or contact information page.
- LinkedIn: Enter an expert’s name using the “People” search and filter results by the institution and/or location.
9. Help a B2B Writer
If you want to interview experts in B2B writing, marketing or strategy, submit a request to Help a B2B Writer. The service prioritizes approved requests by their due dates, but aims for at least two days before the deadline. Therefore, if you’re on a tight deadline, it’s best to consider other platforms.
10. Internal sources
Your B2B business likely has subject experts within your team. They may even sit next to you. Most importantly, some companies designate thought leaders who actively share their expertise. These people play a crucial role in your company’s success, making them valuable contributors to your marketing and technical content. Look for those who write or contribute to:
- Articles
- Blogs
- Presentations
- Product guides
- Webinars
11. LinkedIn
To find expert sources for interviews on LinkedIn, search your connections to see if anyone in your network has the right expertise. If not, use the search bar at the top of your profile. Enter a term like “consumer packaging experts” and narrow your results by selecting “People.” Or you can explore options under “All Filters,” such as “Locations,” “Current company” or “Service categories.” Similarly, you can add keywords to focus your search on relevant professionals.
Get more tips for using LinkedIn to find experts.
12. National and nonprofit groups
Search online for national and nonprofit groups related to your topic. For example, if you’re writing about renewable energy, look for “renewable energy organizations.” Next, find their media or public relations contacts, usually listed on their websites. With this information, you can reach out to request interviews for your content.
13. National Speakers Association
The National Speakers Association’s database can help you find expert sources for interviews on a wide range of topics. Search by location, keyword or topic to connect with professional speakers. Their profiles include their email addresses and/or phone numbers.
14. Professional associations
Professional associations represent people within specific occupations or fields. They can be a valuable resource to find subject experts. These associations often have directories or leadership boards that list qualified experts. An example is the Institute of Electrical and Electronics Engineers. If you’re writing about technology, engineering or telecommunications, this is an excellent place to start. Simply search for your topic and “professional associations” in any search engine.
ProfNet is mainly for journalists, but content creators can use it, too. You can submit a query to connect with knowledgeable professionals, academics and industry leaders. The database has experts in 14 categories, including:
- Analysts
- Authors
- Colleges and universities
- Government agencies
- Speakers and consultants
16. Qwoted
Qwoted connects journalists and content creators with subject experts. By posting a query or searching the platform’s database, you can find experts across various industries. Qwoted allows you to filter experts by industry, topic and relevance. While the platform has received excellent reviews, I’ve had mixed results. Watch out for potentially spammy responses to your queries.
Learn more about using Qwoted to find sources.
17. SourceBottle
Journalists and content creators use SourceBottle to find experts. The platform searches its database for relevant experts before you submit a query, saving time. While it started in Australia, SourceBottle now includes sources from many countries, including the U.S. and Canada.
18. Trade associations
Trade associations represent businesses within specific industries or sectors. They can be an excellent resource for finding B2B experts for interviews.
For example, if you cover the oil and gas industry, you could contact the American Petroleum Institute to find experts, engineers or policy specialists. The association often features its members as speakers and contributors, making it easy to find interview candidates.
19. Universities
Universities are great places to find experts for interviews. Start by visiting a university’s website and looking at faculty pages. Professors often list their areas of expertise, publications and contact information. Many universities also have directories you can search.
If you can’t find the right contact, look for the university’s media relations or communications department. These departments can help connect you with faculty members who can provide expert insights for your project.
20. Vetted
Vetted is an online directory of verified expert sources from top-trending industries. Enter a relevant keyword, such as “cybersecurity,” to browse a curated list of qualified experts. While the platform is set up for journalists, it’s open to content creators.
Trust but verify
No matter where you find sources for your interviews, don’t skim their credentials. Take the time to check their backgrounds, qualifications and previous work to ensure they have the expertise they claim. Verify their affiliations, reviews their publications and look for any relevant endorsements or recognition.
Finally, be aware of potential bias. I once contacted a book author on LinkedIn for an interview. He had many industry accolades and had appeared on national news programs. It’s a good thing we didn’t talk. I discovered the study he based his book on had paid participants. I found the fine print about that buried in his website.
Read this before you reach out for experts
When you submit queries through online platforms or contact experts via email, make sure your requests are clear and to the point. Most platforms require you to fill out a form with basic information, like your topic, the expertise you need, your deadline, and any specific questions you have. This helps experts see if they’re a good fit and ensures you get the most relevant responses.
Some platforms send your queries directly to experts they think match well, while others allow all experts in their networks to choose which queries to answer. In some cases, you may need to search platform databases to find and contact experts directly. Often, these platforms hide the email addresses of experts and requesters to protect privacy.
If you contact experts directly via email, you’ll need to provide the same basic information as you would when using a platform. Whether you use a platform or contact experts on your own, follow these tips:
- Outline the key topic and questions you want to cover. You don’t need to list every question. Explain that you’re providing “starter” questions and that you’ll share a complete list before the interview.
- Describe what you don’t want (briefly). It will help you weed out responses that are off-topic or not relevant to your needs. For example, “I’m looking for insights on the latest digital marketing trends, specifically around influencer strategies and AI-driven analytics. Please note, I’m not seeking information on basic social media tactics or general SEO practices, as those aren’t relevant to the focus of this article.”
- State how long the interview will take. It’s OK to give a range. Make sure to respect the scheduled time and avoid running over.
- Specify the deadline. Don’t write “flexible” or “as soon as possible.” Neither shows respect for your expert’s time. Pinning it down will increase the likelihood that you’ll receive a prompt and positive response.
- Include your B2B business/website URL/publication/reach. Experts may want to ensure your platform offers strong credibility and a substantial audience, helping them gauge the benefits of sharing their insights.
Making your expert search simple and effective
Finding the right experts for your B2B marketing content doesn’t have to be a challenge. By using the various platforms, resources and strategies I’ve outlined, you’ll attract experts who are willing to share their insights and help your B2B content stand out. Before you interview them, check out this post with my best tips for how to ace subject expert interviews.
Editor’s note: This post was originally published in September 2022 and has been updated for comprehensiveness.
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