In today’s competitive business landscape, companies are constantly seeking ways to stand out from the pack and establish themselves as industry thought leaders. One invaluable yet often-underutilized resource is a company’s subject matter experts (SMEs). Such individuals possess deep knowledge and expertise in their respective areas, making them invaluable assets for marketers.
But do you know who these people are within your organization? Subject matter experts come not just from the C-level, but from multiple levels within your organization.
For example, SMEs may be found across various departments—in R&D, product management, engineering, or customer support. While they may have advanced degrees, they may also be the author of their own blog on an industry topic, or just be someone who is generally known around the company as a go-to expert with years of experience.
However, identifying those with the knowledge or skillsets to qualify as SMEs isn’t always enough. These folks must also be willing participants who are comfortable sharing their expertise and experience in a marketing capacity and will make the time to do so.
5 Ways To Utilize SMEs In Marketing
The goal of using SMEs in marketing is, again, all about establishing thought leadership by positioning them as an authoritative voice in your industry. This also benefits the SME by helping them build their personal brands.
You can use SMEs in the following ways:
- Published Content. SMEs can author blog posts, articles in publications, or whitepapers on industry trends and challenges.
- Webinars. They can be featured speakers at company-hosted webinars, giving them an online forum to share their expertise and interact with participants.
- Speaking Engagements. Pitch SMEs to speak at industry conferences or serve as panel participants. They also make excellent podcast guests.
- Resources for Reporters. Journalists are always seeking experts to talk to on various topics they’re covering, either to gain knowledgeable perspectives or publishable quotes.
- Social Media. By regularly participating in social discussions, SMEs can share their insights and engage with others. This channel shouldn’t be overlooked, since 75% of B2B buyers use social media to help make buying decisions.
Help Them Help You: How Marketers Can Support SMEs
Even when an SME is willing to share their knowledge, it may still feel like uncharted territory to them. Despite their considerable expertise, they may be a nervous public speaker, lack confidence in their writing, or worry about how to respond in reporter interviews.
In these cases, marketers can work with these diamonds in the rough to establish and hone their communication skills. Such assistance may extend to:
- Helping edit written content prior to submission
- Assisting with presentation collateral
- Providing speaker training and/or social media coaching
- Creating and executing specific visibility strategies around an SME’s knowledge base
As a PR and marketing agency, one thing we impress on new clients is to identify the SMEs within their organization who are willing to work cooperatively with us to build their brand and begin to establish thought leadership.
Subject matter experts are invaluable resources that can significantly enhance your company’s marketing communications efforts. By recognizing and nurturing their expertise, amplifying their voices, and integrating their insights into your marketing efforts, it’s possible to reap the benefits.
If you need help with an SME strategy, let’s talk today.