Leveraging Subject Matter Experts for Content Distribution

The Content Amplified newsletter - 12/12/23

Author

Benjamin Ard
December 12, 2023

It’s the Content Amplified Newsletter!

Weekly updates on how to get more out of your marketing content.

12.12.2023

Leveraging Subject Matter Experts for Content Distribution

An exclusive interview with Laura Klebanow on the Content Amplified Podcast.

How to effectively use subject matter experts (SMEs) in your content marketing strategy, particularly focusing on their role as distribution channels.

1. Trust-Based Content Creation: Understand the priorities and interests of SMEs in your field, whether they're in academia, non-profit, or industry. By aligning your content with their expertise and interests, you create a foundation for genuine collaboration and trust.

2. Utilize Micro-Influence Spheres: In B2B and SaaS sectors, leveraging the networks of SMEs, especially those without a massive digital footprint but significant industry influence, can be a game-changer. These micro-influencers often have the trust and attention of key industry professionals, making them ideal for spreading your content.

3. Content Market Fit: Just like finding a product-market fit, ensure your content resonates with your target SMEs. If they find it valuable, they're more likely to share it, which is a strong indicator of content market fit. This approach can lead to more organic and impactful distribution.

4. Co-creation with SMEs: Engaging SMEs in the content creation process can result in more authentic and authoritative pieces. When they contribute to or endorse the content, it gains credibility and naturally fits within their network, enhancing its reach and impact.

5. Non-Promotional Approach: Laura advises against making the content overtly promotional for your brand. Instead, focus on creating valuable, influencer-centric content. This strategy can be more effective in engaging SMEs and their networks.

6. Measuring Success: Evaluate the effectiveness of your content based on its acceptance and shareability by the SME. The primary goal is to create content that resonates with them and, by extension, their network. Traditional ROI metrics may not always apply in this context.

7. Multi-layered Distribution: Besides direct sharing by SMEs, aim to place your content in relevant publications. This not only adds credibility but also expands the content's reach beyond the immediate network of the SME.

8. External Validation: Leverage the reputation and authority of SMEs to add external validation to your brand and content. This approach can be particularly effective under tight marketing budgets and in complex market environments.

Turn your content marketing efforts into a more dynamic, trust-based, and influentially distributed model by tapping into the power of subject matter experts.

Marketing in Highly Technical and Regulated Industries

An interview with Sarah Eaves on the Content Amplified Podcast.

Learn how to effectively market in highly technical and regulated industries.

  1. Understanding Your Audience's Specific Needs

    • Identify Pain Points: Start by pinpointing the unique challenges and needs of your target audience. In biotech, this could mean understanding specific problems related to lab equipment, molecular assays, or reagent access.

    • Consult with Experts: Engage with R&D, subject matter experts, and product managers to gather insights about market needs and ensure that your content addresses these specific issues.

    • Regulatory Compliance: Work closely with regulatory departments to ensure that all marketing claims are compliant and accurate.

    Creating Impactful Content in a Complex Industry

    • Collaborative Development: Foster a collaborative environment with various departments, including R&D and regulatory teams, to create content that is both commercially impactful and compliant.

    • Proactive Marketing: Stay informed about regulatory changes and industry trends to engage in proactive rather than reactive marketing. This approach allows you to leverage timely content effectively.

    • Building Trust and Authority: Establish trust and authority in your industry by providing valuable insights and sharing knowledge freely. This is crucial for engaging with highly educated and expert audiences.

    Effective Content Planning and Approval Processes

    • Content Calendar Management: Develop a flexible content calendar that allows for dynamic changes while maintaining a structured approach to meet corporate objectives.

    • Approval Process Navigation: Include sufficient time in your content calendar for the approval process. Build strong relationships with approval committees for smoother communication and effective collaboration.

    Targeted Marketing and Jargon Usage

    • Understanding Audience Language: Recognize the importance of using industry-specific jargon and terms that resonate with your target audience. This includes understanding how products and processes are commonly referred to within the industry.

    • Segmented Marketing: Focus on the specific needs and language of different roles within your target audience, from decision-makers to influencers such as lab technicians.

    By focusing on collaboration, proactive strategy, and effective communication, you can better navigate the challenges of highly technical and regulated industries.

Related Articles You Should Read

Want to learn more about the subjects above, here are some great additional resources.

  1. Leveraging Subject Matter Experts and AI Tools: The Future of Content Creation

    • This article from Parse.ly highlights the integration of subject matter experts (SMEs) in content creation, emphasizing the authenticity and depth they bring to content. Coupled with AI tools, this approach not only enriches content quality but also improves search engine performance and customer experience. Innovative methods like the interview process are suggested for efficient collaboration between content creators and SMEs.

    • Read on Parse.ly

  2. B2B Marketing Challenges in Highly Regulated Industries [2023]

    • DigitalDefynd discusses the unique challenges B2B marketers face in highly regulated industries, such as healthcare and telecommunication. The article provides insights into reaching the right customers, navigating complex sales cycles, adhering to regulations, and coordinating sales and marketing efforts. It also addresses the importance of meeting leadership expectations and outlines strategies to overcome these challenges.

    • Read on DigitalDefynd

  3. What Is Technical Marketing, and How Should You Use It?

    • WebFX explains technical marketing as a strategy that delves into the technical aspects of a product or service, using industry-specific jargon and detailed information. This approach is particularly effective in B2B industries, where leads are already knowledgeable about the industry. The article also offers best practices for technical marketing, emphasizing the need for conciseness, audience understanding, industry expertise, and blending technical details with marketing elements.

    • Read on WebFX

Marketing Stat of the Week

About 50% of all B2B marketers said they outsource content marketing activities, and 65% said their biggest challenge is finding partners with adequate subject matter expertise.

Marketing Joke of the Week

Why did the marketer get kicked out of the chemistry lab?

Because every time they tried to use a periodic table, they kept trying to reposition the elements for better market segmentation! 🧪💼

Source: Our own joke-telling GPT!

This Newsletter is Brought to you by Masset

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And that’s a wrap!

Have a wonderful week, best of luck with your content marketing and we will see you next time.