Writing is hard enough as it is, but trying to get someone else (or several such people) to contribute to your content marketing strategy can be like pushing a boulder up a hill. Here's what I learned as a solo marketer in a rapidly growing start-up. These tips will help you gain buy-in from your SME teams, and deliver higher quality articles - and in turn - higher quality inbound traffic. Publishing a whole lot of mediocre content would be a Pyrrhic victory, and nobody wants that.
Here are the key pillars to developing buy-in:
- Build rapport
- Communicate value
- A third, super-secret thing
It's a simple framework, but not an easy one to get right. It can be a grind - and some people you won't be able to convert into VIP SMEs. But don't be discouraged - identifying dead ends early saves you time later.
Background
I was a marketing department of one in a small (around 30 FTEs when I started) consulting services company. The entire company except for me and the head of sales were very technical folks - all of them full-time data, analytics, and IT consultants. That meant that the owners and/or the bench (folks between consulting gigs) handled the blog, web design, and social profiles. Marketing was almost literally an afterthought.
It was part of why I took the job - getting to start from almost zero was an exciting opportunity. I didn't know anything about data or analytics. I'm a word nerd - Excel stresses me out. I'm never going to have a particularly deep understanding of data engineering or JOINS, or network architecture. But I was willing and eager to learn, so I dove right in.
The First Challenge
If you're reading this, chances are you've worked with SMEs before. They GO DEEP. They don't start at 1, they start at dissertation. In a previous role, I had PhD biochemists talk to me about how their project has to do with how a particular compound's pharmacokinetics and pharmacodynamics are being investigated for a novel therapeutic treatment and there's this sort of humbling moment where you need to call timeout.
I'm flattered - really. Thank you for the apparently sincere belief that I have some idea what you're saying. I'm the marketing guy. I understood about half of those words. I'm not entirely sure you're not just making fun of me. I refuse to believe Transmissible Spongiform Encephalopathies are a real thing.
/checks Google/
Sigh. Maybe that's what's wrong with me. Could you explain like I'm five, please?
Build Rapport
Rapport is the foundation upon which trust, respect, and mutual understanding are built. Without it, the journey to producing high-quality content can be arduous, if not impossible. Here's how to establish and nurture rapport with your SMEs:
Listen Actively: When engaging with SMEs, take the time to listen to their ideas, concerns, and expertise. Show that you're genuinely interested in what they have to say, and ask clarifying questions to deepen your understanding.
Empathize: Understand their perspectives, challenges, and goals. Empathy fosters connection and demonstrates that you value their point of view. They're probably being pulled in a million different directions - just like you are. Talking to marketing is probably not on the top of their list. It doesn't hurt to acknowledge this.
Show Appreciation: Don't underestimate the power of a simple "thank you." Express gratitude to your SMEs for their time and insights. Showing appreciation reinforces your rapport and encourages continued engagement. Of course, there's more to this than a GEE THANKS and a coffee on you (more on that in a minute).
Find Common Ground: Identify shared interests, experiences, or goals that you and your SMEs can bond over. Sometimes this is as simple as being willing to joke about your lack of knowledge in their space. A little humility can be very disarming and will help underline just how sincere your interest is.
Be Transparent: Be open and honest in your communications with SMEs about project timelines, expectations, and any challenges or limitations you may encounter. Show them you'll do the topic justice, even though you have to put some sort of "marketing spin" on it to get an impactful call to action. You're not editorializing; you're personalizing the message for the target audience.
By investing time and effort into building rapport with your SMEs, you lay the groundwork for a productive and mutually beneficial partnership.
Communicate Value
You know what SMEs like even more than a sincere appreciation of their time and a free latte? Proof of concept. Show them their time was worth it. Clicks. Traffic. Reshares. If you get an MQL you can tie back to a piece of content they contributed to - shoot them a message as soon as you possibly can. I've gotten various responses to this over the years, from amused disbelief and sincere surprise, to shared excitement.
It also gets them thinking. If this worked, what else might? Maybe that idea they were keeping under their hat because they "don't understand marketing" might bubble up now. You put yourself out there a little with your transparency and willingness to share how much you had to learn. Humility isn't always reciprocated, but it's a roll of the dice I'm willing to take.
I'd also recommend:
Commit to sharing small wins with the entire organization
Whether it's a notable increase in traffic, positive feedback from customers, or an uptick in social media engagement, acknowledging and celebrating these achievements reinforces the value of content marketing to the organization as a whole. A Teams or Slack channel is perfect for these.
Celebrate contributions publicly
You're a marketer - I don't need to tell you about using the available channels to drive a message home. Don't just share wins in your internal newsletters, Teams/Slack channels, or in team meetings. Give them a shout out on your social media platforms of choice. I saw a post the other day where a CMO credited her entire team and the web development agency they worked with. It got hundreds of likes, several likes and reposts. People love to see this sort of thing!
Incorporate content creation into performance reviews
In smaller or newer organizations, incentive plans may not be in place. Content creation benchmarks can (and should) be built into performance reviews and bonus structures for SMEs. Until someone starts showing the value these initiatives are driving, leadership will have very little reason to reward these efforts. And of course, if product/technical people are measured against producing a certain number of articles per year, your work just got a whole lot easier.
The Secret Third Thing: Meet Them Where They Are
Complete honesty: this section header was a joke - a reference to a half-remembered meme. But there is a "soft skill" that goes a long way to making the other two sections work: meeting people where they are. Some people boil this down to, essentially, empathy. And that's fine, I suppose.
But to me, it's more of a mindset.
Some people you'll simply never convince to put themselves out there. I've had SMEs straight-up laugh in my face over lesser asks - like the idea of using a branded LinkedIn banner. This is something I almost literally give no second thought to. To them? The hardest of hard passes.
At first I was surprised. I thought they were just busting my chops. When I realized this was simply out of their comfort zone, I knew not to push the issue. Why dig my heels in and remove any chance of them helping me down the line with something else?
I think about content collaboration the same way. It's a conversation. Maybe I think this particular SME is a perfect resource for an article, pitch deck, or whatever it may be. But when they object, you should just pivot instead of doubling down or storming off.
- Maybe they could provide a blurb in a larger article on this subject? We can make it into an oral history type of thing?
- Do they know someone who might be interested in speaking on this? A client, or former colleague? Maybe we could interview them together or record a video?
- What sort of content do you like to consume? Do you know of any good podcasts or newsletters I could check out?
Plant some seeds, but move on graciously. Thank them for their time anyway. It's entirely possible this person will simply never help you out. But at least you've left the door open. Maybe you spark an idea. They probably don't feel great about stonewalling you - and may keep you on their radar knowing they've turned you away before.
It sounds a little corny, but this has worked for me SO MANY times.
And when you're in your Teams post celebrating a win, thanking the person who did help you out, and talking about the lead (or closed deal) you got from this collaboration...I'm telling you. They will see those reactions and read those comments from leadership, the rest of the team, and their peers and - ever so gradually - soften on the idea of working on some content marketing pieces.
Final Thoughts
Building a successful content marketing strategy with SME support requires building rapport, communicating value, and adapting to each individual's preferences and comfort zones. By investing time in these relationships and celebrating small wins, you can create a collaborative environment where SMEs are eager to contribute. Start implementing these strategies today and watch your content marketing efforts thrive.
