Extracting content from busy subject matter experts is a common challenge, but there are a few effective approaches: 1. Conduct Short Interviews: Rather than asking an SME to write a full article (which they may never have time for), schedule a 30-minute interview where a marketer or content writer asks targeted questions. For example, if the SME is a cybersecurity expert, the interviewer can ask about “Top 5 cloud security risks” and get detailed answers. Record this conversation (with permission). From one such chat, you can transcribe and shape multiple pieces of content – a blog post summarizing the 5 risks in the SME’s voice, a quick video clip for social media, etc. This is efficient because the SME just needs to talk, not write. 2. Provide Structured Outlines or Q&A Forms: If an interview isn’t feasible, send the SME a very specific outline or a few pointed questions to answer. For example, a form that says: “In 2-3 bullets, what’s the biggest trend in [their field] this year? What advice would you give to X type of client?” Structured prompts are easier for an expert to respond to than a vague “write something about Y.” The marketing team can then expand on those bullet points into a full narrative. 3. Ghostwriting and Review: Have a content writer draft content based on existing material from the SME (maybe from a presentation they gave, or a webinar). Use that as a starting point and then give the draft to the SME for quick tweaks or fact-checking. It’s often faster for an expert to edit something than create from scratch. For instance, if an engineer wrote some internal tech documentation, marketing can repurpose it into a blog and ask the engineer to just verify technical accuracy at the end. 4. Make Content Creation Part of Their KPI or Culture: On a process level, get leadership buy-in to make knowledge sharing part of the job expectation for SMEs, maybe by including it in performance goals or at least company culture (“we share what we know”). Some companies hold “Lunch & Learn” sessions where SMEs present informally – those can be repurposed into content with permission, as the sessions are often recorded or have slides. Additionally, credit the SME in the content (like listing them as co-author or quoting them by name) – this not only gives them recognition (making them more willing next time), but it also adds credibility to the content. By using these methods, marketers can continuously fuel content pipelines with authentic expert insights without overburdening the SME. It's a win-win: marketing gets rich content, and SMEs get thought leadership exposure, all accomplished through a collaborative, efficient process.
