The last talk of the day was I Don’t Have Your Ph.D.: Creating Content With Experts and Specialists, by Amanda Costello

• Step One: Meet everyone. Don’t put it off.
• Step Two: Hire them – tell them they are officially part of the web team.
• Step Three: Listening. Find out both what is being said, and what is NOT being said. Also, listening gives control and shows care.

• Step Four: Homework for experts:
  • Who is this website for? [cannot say “everyone]
  • Who is it not for? [cannot say “no one”]
  • Are there other websites like that? Why would this site be different?
  • What is the name of this project?
• Step Five: Bring out the big listening guns
  • Root out past experiences that have hampered trust
  • If they’re “too busy” tell them that you’ll do x and y if they’ll just take on z
  • Say “yes, and.”
  • Suggest they look up Wikipedia, so that they can see how people talk about their field in normal speak.
• Step Six: Remember, you’re a pro!
  • Yes, they are subject experts. But remind them that you are an expert in your field.
  • Back your statements up with data.
  • Pick your battles.

Note: This doesn’t just apply to content experts; it applies to any client who wants to have a say in the content creation, but is not motivated to provide the data or the content.

Note: Learn about the audience, and you’ll learn about the expert’s subject. Tell them “I want to learn from you” and they will teach.