How to Align SMEs and Marketers to Create Better B2B Content

The disconnect between expertise and content

In most B2B organizations, subject matter experts hold the insights buyers want, but marketers are the ones producing the content. The result? Generic messaging, long approval cycles, and missed opportunities to show real thought leadership. The challenge isn't lack of ideas—it's lack of alignment.

The shift: Co-create, don’t extract

Instead of treating SMEs like content sources to mine, treat them like strategic partners. When marketing and experts co-create, you get faster turnaround, deeper relevance, and more authentic tone. Aligning these two functions turns internal knowledge into external influence.

Bridging the SME-Marketer Gap

1. Start with Context, Not a Blank Page

   • Bring SMEs pre-framed prompts tied to market trends or active campaigns.

   • Use templates to cut down friction (e.g. "3 things to know about X").

2. Use Async Collection Methods

   • Record short Zoom calls or voice memos instead of scheduling full interviews.

   • Use Slack threads, forms, or AI transcribers to gather ideas quickly.

3. Translate, Don’t Rewrite

   • Keep their voice intact—refine for clarity, not marketing spin.

   • Highlight quotes and moments where their real personality shines.

4. Create Feedback Loops

   • Show drafts early and invite revision, not just approval.

   • Celebrate the final output so SMEs see their impact.

5. Make It Repeatable

   • Build internal "content kits" with prompts, examples, and video scripts.

   • Track which SME content performs best and share insights org-wide.

   
   

How to Make It Work

Beginner:

• Identify 3 go-to SMEs and co-create a monthly blog or video with each.

• Use Loom or Zoom to capture off-the-cuff responses.

• Turn those ideas into posts, tagging the SME for visibility.

Pro:

• Build a searchable SME content bank by topic or persona.

• Launch a "field insights" series with rotating guest voices.

• Host internal mini-workshops to train SMEs on lightweight storytelling.

Team:

• Stand up a cross-functional content council (product, sales, marketing).

• Create repeatable media formats (e.g. 2-min explainers, Q&A reels).

• Incentivize SME contribution by tying it to recognition or enablement wins.

Prompt this into GPT-4:

"Act as a B2B content strategist. How do I create a repeatable workflow to co-create content with subject matter experts in a way that’s fast, authentic, and scalable?"