How to Create Content From Subject Matter Experts

Subject matter experts hold valuable knowledge requiring translation. Interview experts capturing stories and insights. Translate technical complexity into accessible narratives. Position expert content strategically building thought leadership. Video content leverages credibility and authenticity. Written content provides search visibility. Proprietary research attracts media coverage. Expert-driven content strengthens brand authority.

Your subject matter experts are a treasure trove of insights—but they’re also busy. If you’re relying on them to become writers, editors, or marketers, you’re setting yourself up for disappointment. The real issue isn’t that they don’t have time; it’s that your process is too complicated for them.

Here's the harsh truth:

Your subject matter experts don’t want to:

• Write your content.
• Edit drafts.
• Jump on multiple calls.
• Fill out forms.

But they do want to share their expertise (in a way that feels effortless for them). The trick? Shift the burden to your marketing team. Here’s how:

How to get gold-level content from your subject matter experts (Without Frustrating Them):

1. Plan with Precision
   Before scheduling time with them, do your homework. Know their recent projects, areas of expertise, and pain points. This builds trust and ensures a productive session.
2. Pre-send Smart Questions
   Provide a clear list of questions ahead of time. This primes them to share insights during your meeting without feeling pressured to write or overthink.
3. Record Everything
   Use tools like Otter.ai or Rev to record and transcribe the conversation. This ensures you don’t miss a single gem while allowing them to speak naturally.
4. Ghostwrite Like a Pro
   Craft content based on their spoken words. Blog posts, social media snippets, whitepapers—whatever the format, let their expertise shine while you handle the heavy lifting.
5. Get Their Buy-In
   Share the final draft with them for a quick review. A clear, polished result makes approval easier than asking them to revise raw content.

Why They’ll Actually Care:

Motivation matters. Show your subject matter experts what’s in it for them:

• Thought Leadership: Credibility in the industry, mentions in high-value platforms.
• Recognition: Highlight them as key contributors within your company.
• Personal Brand Building: Fame, credibility, and trust among peers and prospects.
• Sweet Incentives: If fame isn’t enough, cookies never hurt.

In the noisy digital era, true thought leadership isn’t optional—it’s essential. Make it easy for your subject matter experts to contribute their brilliance. Because here’s the truth: Their insights are your secret weapon—if you unlock them.