It’s hard to overstate the value that subject matter experts (SMEs) can bring to B2B technology content. When a great copywriter talks to a true SME, they’re able to tease out their niche knowledge, thought-leading opinions, and surprising insights and transform them into content that’s original, engaging, and authoritative.
But for many marketers, looping SMEs into the content creation process is far from easy. In the CMI’s Outlook for 2024 research, 39% of marketers said they have difficulty simply accessing SMEs, while 41% reported issues with workflow/content approval.
Often, the challenges marketers face are a result of their organisations’ complex internal structures and dynamics. We can’t make those things vanish – but we can help you work within them. Over the many years we’ve spent supporting B2B technology marketers, we’ve learned a huge amount about preparing SMEs to become engaged, enthusiastic participants in the content creation process.
We’ve distilled all that wisdom into a short checklist. Download it to discover:
- How to select and onboard a new SME
- How to prep them for an input call
- How to keep their feedback flowing (and your project rolling forward)
“SMEs are always bouncing from one thing to the next, so setting expectations and boundaries is essential. They need to clearly understand the purpose and outcome of the piece, what you need them to do before and after the call, and the deadline – these things are often forgotten.”
– Senior marketer for a global B2B technology enterprise
