How to extract content from internal subject matter experts

One of the most effective ways for brand publishers to create genuinely engaging and valuable content is to adopt the habits of journalists and develop internal “sources” that inform their content and output. Instead of playing stenographer for single-point-of-view or opinion content, brand publishing staffers can instead act as in-house reporters that work with sources (internal executives, subject-matter experts, or external experts) to develop story ideas, glean insights and information and turn it into well-rounded content that will resonate with audiences. The best place to begin is with internal experts. Brands are often at an advantage in that they have a plethora of insight and expertise within their (figurative) walls. Unlike traditional journalists, brand publishing teams