Using Subject Matter Experts for Content Marketing: A #CMWorld Chat with Linda Dessau

dessau_headshotWhen we talked with executives last year, one prominent issue that surfaced was their challenges working with subject matter experts (read our executive report to learn more). In this over-committed world, what is the best way to get the info from the people who have it? Thankfully, Linda Dessau joined us at our most recent #CMWorld Twitter chat to help.

One way to get get subject matter expertise is to hire a ghostblogger. Linda Dessau walked readers through the ins and outs in this post on Content Marketing Institute: Don’t Get Spooked: Ghostbloggers Can Fuel Your Company Blog.

 

Q1: How do you go about finding subject matter experts to write for content marketing? #CMWorld

 

A1: Start with your network – which subject matter experts do you already know? #cmworld

@lindadessau

 

If you’re tasked with creating content, commit this to memory: http://ow.ly/KK39b (via @NeilPatel) #cmworld http://t.co/QAm2HNnepb

@hurrrdurrr

 

A1 We actually do most of our writing in-house, so it involves a ton of research. We’d interview instead of having them write. #cmworld

@EmmaCunningham

 

A1: In larger orgs, talk to the people who have experience around you (except for any @RobLowe alter egos). #cmworld

@mikemyers614

 

Need subject matter experts for #contentmarketing? MT @lindadessau: Start with your network – which experts do you already know? #cmworld

@UnionMetrics

 

A1: Ask your network for suggestions and introductions –warm calls are always easiest  #cmworld

@lindadessau

 

A1 if you don’t have an in-network source, you can use @helpareporter to connect w/hard-to-find sources. #cmworld

@SFerika

 

A1) starts with our network – usually find someone who knows someone on just about any subject #CMWorld

@stratrev

 

A1: Approach experts with a win/win/win proposal #cmworld

@lindadessau

 

@CMIContent Look for writers of articles/blog posts on the subject, try HARO, browse LinkedIn #cmworld

@atxcopywriter

 

A1. If it’s something I’m knowledgeable on but don’t consider myself an *expert* in, that’s a good time for research! #CMWorld

@SparkerWorks

 

@stratrev it is totally all about community! Networking is so important. #cmworld

@CMIContent

 

@SFerika @helpareporter I love @helparetorter – although I found they sent out way too many emails. I had to unsubscribe. #cmworld

@EmmaCunningham

 

A1 Ask within your network. You’d be surprised how many connections may be sitting under your nose #cmworld

@lifeofaworkgirl

 

A1: lots of networking! Find people you admire and inspire you from your circle first  #cmworld

@LUCYrk78

 

A1: Highlight benefits for experts –exposure, credibility, new audience/forum #cmworld

@lindadessau

 

Subject matter experts have the content we need for #contentmarketing. #CMWorld

@CTrappe

 

A1: Internally, Sales folks and Cust. Srvc. reps are subject matter experts on your products. #cmworld

@SueBrady

 

@CMIContent #CMWorld – A1: Follow top experts on social media. Who are they engaging? @BuzzSumo is also a huge help!

@TaraMClapper

 

A1:  Look for passion about the topic, personally I would embrace the blogger community #cmworld

@MrScottpage

 

If it’s a topic you nothing about, you’ll need to immerse yourself in their world. Find people that know people that know experts.  #cmworld

@BrandedCartoons

 

… then I discover that @CMIContent is having a #TwitterTalk about #contentmarketing #CMWorld… Ok my attention is officially diverted :/

@ashtondube

 

“@SFerika: A1 if you don’t have an in-network source, you can use @helpareporter to connect w/hard-to-find sources. #cmworld”+1

@LUCYrk78

 

A1 @BuzzSumo and @socialbro are also great for ID’ing SMEs  #cmworld

@SFerika

 

A1: Look around at experts I may already know in the business or individuals who can provide leads and connections for me. #cmworld

@ThatCWGirl

 

A1b: Externally, twitter chats and LinkedIn are a great place to find experts #cmworld

@SueBrady

 

A1: There are SME’s all around most orgs. Talk to them. See what they like to talk about and if it’s a match for your audience. #cmworld

@JeremyBednarski

 

@CMIContent A1: It takes time though, don’t assume you’ll have an interview lined up in a week (you may, but don’t count on it) #CMWorld

@atxcopywriter

 

A1b Spend a lot of time listening online – you’ll find them! #cmworld

@lifeofaworkgirl

 

@CMIContent: A1: I cultivate a list of experts in a variety of fields and do lots of outside networking. Lists, baby! #CMWorld

@webmastergirl

 

.@CMIContent A1. Ask people you know or leaders in that industry.  #CMWorld

@KylaK

 

I once had to seek out an expert in quilting. Easy to find once you understand where they hang out.  #cmworld

@BrandedCartoons

 

@BrandedCartoons And where is that, exactly? #cmworld

@mikemyers614

 

A1: I ask a LOT a questions.  You never want to be the smartest in the room.#AlwaysLearning #CMWorld

@suzziers

 

@MrScottpage Good point! Passion and enthusiasm is also so important for #contentmarketing! #cmworld

@ThatCWGirl

 

@webmastergirl we all do love our lists!  #cmworld

@CMIContent

 

@LaToyaReports @atxcopywriter I used ProfNet a ton when I was a working journalist.  #cmworld

@SFerika

 

Search Amazon for SMEs? #cmworld

@Rogercparker

 

@JeremyBednarski getting to really know who’s around you is key! #cmworld

@CMIContent

 

A1: Biggest thing I look for is if they have a professional background and experience in what they claim their expertise is #cmworld

@DanielGHebert

 

A1: Client facing employees, Chats/Hashtags/Groups, Conference speaker lists, tools = @buzzsumo @topsy @Klout @newsle @nuzzel #cmworld

@kmullett

 

A1: Find experts doing guest posts for other sites in your niche. Also look for consultants or training companies as options #cmworld

@RtMixMktg

 

@mikemyers614 Conferences, forums, cat bars.  #cmworld

@BrandedCartoons

 

.@SueBrady And I would add Product Managers and Engineering #cmworld

@SandyDeWald

 

@LaToyaReports #cmworld love HARO!

@moveo

 

@suzziers You’re only the smartest about something, not everything. 😉 #cmworld

@AnOrchidInBloom

 

Q2: How can you ensure a subject matter expert won’t detract from your company’s brand? #CMWorld

 

@lindadessau Yes! Make clear how it will benefit them (e.g. include a link back to their site, portray them as an awesome expert) #CMWorld

@atxcopywriter

 

A2: Learn as much as you can about the subject matter expert before you approach #cmworld

@lindadessau

 

@CMIContent A1 look up for thought leaders in my space check their current interests.  #cmworld

@kcpravin

 

A2: Read or listen to previous interviews, look through social media pages #cmworld

@lindadessau

 

@SueBrady I agree completely and sometimes they can be your best asset #cmworld

@MrScottpage

 

A2: Anyone can look polished on an About page –get referral or meet first #cmworld

@lindadessau

 

Start looking as early as possible. Work on more than one interview at a time #cmworld

@Rogercparker

 

@CMIContent A2 it’s important to check out your SME’s LinkedIn profile and social channels to ensure they are a brand fit.  #cmworld

@SFerika

 

@CMIContent Will consider em If it’s aligned with what we offer #cmworld

@kcpravin

 

A2 Look for a subject matter expert who has philosophies that mesh nicely with your brand’s message. A good fit is key. #cmworld

@EmmaCunningham

 

A2: Vet an experts past writing or speaking and what company they represent. Also set expectations about review process and changes #cmworld

@RtMixMktg

 

A2: Be clear that you will vet and possibly edit any content #cmworld

@lindadessau

 

@SandyDeWald Yes! #cmworld

@SueBrady

 

MT @RtMixMktg A1: Find experts doing guest posts for other sites in your niche. Also look for consultants or training companies… #cmworld

@amymersch

 

Are we talking about a Subject Matter Expert on finding a Subject Matter Expert. Head explodes. #cmworld

@BrandedCartoons

 

A2 Ensure the content adds value – promotional content isn’t good for you or your readers #cmworld

@BenJHSlater

 

A2: Such a good question. Make sure they know what you stand for, that there’s agreement between your #brand and their beliefs. #cmworld

@mikemyers614

 

A1. Twitter is a great way to connect–especially in chats like #cmworld!

@moveo

 

@CMIContent #CMWorld A2 – Avoid bloggers who work for direct competition; try to find content partners & expert freelancers instead.

@TaraMClapper

 

@eemiller08 That’s the spirit… always be willing to take one for the team… Hahaha.  😉 #cmworld

@ChristinKardos

 

A2: Set clear expectations from the start! Make sure your SME knows what you’re looking for and isn’t there to promote themselves  #cmworld

@LUCYrk78

 

Subject matter experts probably need help making their content consumable. #CMWorld

@CTrappe

 

A2: Do as much research as humanely possible beforehand to ensure that you stay on track. Go deeper than the “About Page.” #cmworld

@ThatCWGirl

 

@suzziers agreed. But maybe that’s the way to become the smartest person in the world #CMWorld

@BenJHSlater

 

MT @EmmaCunningham: ..Look for a subject matter expert who has philosophies that mesh nicely with your brand’s message. fit is key. #cmworld

@TrafficPRM

 

A2 Figure out who they are. What kind of message does their brand spread? #cmworld

@AnOrchidInBloom

 

@CMIContent: A2: Vetting & clear editorial guidelines. But you have to let them be authentic or u might as well not ask. #CMWorld

@webmastergirl

 

@lifeofaworkgirl Such a great strategy. Who has their finger on the pulse? Plus- you get to learn so much! #cmworld

@CrowdContent

 

A2 Make sure you have clear guidelines. This helps avoid confusion/awkwardness down the line #CMWorld

@BenJHSlater

 

Just because some writes about something doesn’t make them a respected SME. What do their peers think of them? #cmworld

@BrandedCartoons

 

@lindadessau And if you may use their content in other future content such as a SlideShare, make sure they are onboard with that. #CMworld

@SFerika

 

A2: Familiarize yourself with your expert – listen to what they say on other related topics. See where they connect to your brand #cmworld

@eemiller08

 

@AnOrchidInBloom good point- make sure their brand and your brand make sense together. #cmworld

@LUCYrk78

 

@webmastergirl @CMIContent You can outline what topics you’d like to cover, but they have to be able to discuss their experiences. #cmworld

@EmmaCunningham

 

@CMIContent Why would it? They just make your content stronger and more useful for audience #cmworld

@atxcopywriter

 

“@lindadessau A2: Be clear that you will vet and possibly edit any content #cmworld” Do you mean edit recordings before posting?

@Rogercparker

 

@webmastergirl @CMIContent true but there’s a difference between authenticity and direct promotion #CMWorld

@BenJHSlater

 

@CMIContent A2: Oh –you mean in the they don’t do good enough work sense, not like you’re highlighting the competition sense? #cmworld

@atxcopywriter

 

@Rogercparker I was thinking of written content, but audio might also be edited for time or content, I suppose #cmworld

@lindadessau

 

A2: If internal SME’s, help them understand what works for your audience. Not everything they’re passionate about relates. #cmworld

@JeremyBednarski

 

@lindadessau There are many different SMEs- have to learn their strengths & weaknesses before approaching #cmworld http://info.knowledgevision.com/rs/knowledgevision/images/An%20Excerpt%20from%20Working%20with%20SMEs.pdf

@knowledgevision

 

A2: Review their ‘online behavior’ in advance to make sure that it meshes with your brand’s vision. #cmworld

@TrafficPRM

 

.@BrandedCartoons 100% agree! Need to dig deeper in their experience and references. #cmworld

@DanielGHebert

 

@suzziers @AnOrchidInBloom Wow, can’t even remember that. Probably because of sleep deprivation. Hang in there, it gets worse 🙂 #cmworld

@mikemyers614

 

@lindadessau Also, reference something they’ve done so they you did your research #cmworld

@atxcopywriter

 

A2: Choose your subject matter carefully. Play “devil’s advocate” in a team meeting to try and find any issues before posting #cmworld

@PSEO_Inc

 

A2: Review their previous writing examples and how SME has helped others drive brand awareness #cmworld

@MrScottpage

 

SME’s enjoy warm soapy water.  #cmworld

@BrandedCartoons

 

@atxcopywriter #cmworld Not necessarily–all copy, even that by guests, should align with your brand message, strategy and purpose!

@moveo

 

@knowledgevision So true – every person is unique #cmworld

@lindadessau

 

A2. Audition them.  #cmworld

@KipMeacham

 

@AnOrchidInBloom and know who you are! Focus!  #cmworld

@CMIContent

 

@stratrev

A2) Learn, ask questions & we make sure the expert values transparency #CMWorld

 

@mikemyers614

@BrandedCartoons This is awkwardly appropriate. #cmworld

 

@SparkerWorks

@suzziers Amen! #CMWorld

 

@connieurway

A2:  IMO SME s/b relevant to the nature of the brand, audience, consumers #cmworld

 

@LaToyaReports

MT @BrandedCartoons Just bc someone writes abt something doesn’t make them a respected SME. What do their peers think of them? #CMWorld

 

@lindadessau

@atxcopywriter @lindadessau Nice connection point for your initial contact #cmworld

 

@tulipstrategies

A2: Check to see how they’ve handled working w other brands; have a specific project brief #cmworld

 

Q3: How can you integrate these subject matter experts into your processes & workflows? #CMWorld

 

A3: Use an editorial calendar so experts and content team are in sync #cmworld

@lindadessau

 

A3: Allow more time than you think you’ll need for back-and-forth collaboration #cmworld

@lindadessau

 

A3: Work when and how the expert prefers – time of day, talk versus write, etc. #cmworld

@lindadessau

 

A2 Do your research and set standards from the get go. Make sure you edit their content as it is your brand! #cmworld

@lifeofaworkgirl

 

A3: Put one person in charge of editorial quality and consistency #cmworld

@lindadessau

 

A2: Checking their social media profiles is another great suggestion too. #cmworld

@tulipstrategies

 

A2. Portfolio check. References. #SoMe presence. Oh, and try speaking with them F2F or on the phone. #SoAnalog #SoUnMillenial #cmworld

@KipMeacham

 

A3: Be clear about expectations re: promotion and social media #cmworld

@lindadessau

 

@lindadessau Yes! This helps keep internal resources on task too (not that they would miss a deadline or anything). #cmworld

@mikemyers614

 

@CMIContent So true! No sense in being all over the place just to have content. Streamline!! #cmworld

@AnOrchidInBloom

 

A3: More about ghost blogging process (specifically) here: http://contentmarketinginstitute.com/2015/01/ghostbloggers-fuel-company-blog/ #cmworld

@lindadessau

 

.@CMIContent A3: Setting up schedules and having the right email-management/project management tools definitely helps! #cmworld

@DanielGHebert

 

A2: Subject matter should relate to the brand. If the subject matter detracts from the brand, it isn’t worth the content marketing. #cmworld

@SarahMaeDuke

 

A3 So you’re saying #StrongArm doesn’t work for everyone else?  #CMWorld

@suzziers

 

@mikemyers614 No, never 😉 #cmworld

@lindadessau

 

A3: Editorial calendar and a project management app like @asana, @trello or @basecamp #cmworld

@tulipstrategies

 

A1 Consider yourself average-joe web user. Who convinces you of their opinion? Passion often carries this, but so does detailed R&I #cmworld

@studiumcirclus

 

@CMIContent: A3: Lay out your calendar as far ahead of schedule as possible. Then you can schedule w/out compromising deadlines. #CMWorld

@webmastergirl

 

A good SME is so valuable you may need to bend your processes to make them happy. It worth the pain.  #cmworld

@BrandedCartoons

 

@LaToyaReports @lindadessau we all love a good calendar. And a good checklist 🙂 #cmworld

@CMIContent

 

A3 Know that they’re probably busy and allow for extra time for communication. #cmworld

@AnOrchidInBloom

 

A2. Not that there’s anything wrong with being #Millenial  #cmworld

@KipMeacham

 

.@lindadessau Good answer! Editorial calendars and project management systems definitely help! #cmworld

@postbeyond

 

“@BenJHSlater A2 Make sure you have clear guidelines. This helps avoid confusion/awkwardness down the line #CMWorld” How? Form letter?

@Rogercparker

 

A3 Editorial calendars help you plan/organize your content. A coherent strategy here is key #CMWorld

@BenJHSlater

 

A3) Use tools like @trello, @37signals (Basecamp) etc for collab and workflow. Save time emailing back and forth.  #cmworld

@ChristinKardos

 

A3: Communicate, communicate and communicate some more. Use technology to your advantage! #cmworld #contentmarketing

@ThatCWGirl

 

A3: Open collaboration is key to successful content marketing. Be open and expect the SME to be open. #CMWorld

@TrafficPRM

 

A2) Is the SME’s voice & message consistent with your brand? If so, they shouldn’t detract from it. (given consistent guidelines) #cmworld

@CrowdContent

 

Godmother of Intelligent Content Ann Rockley hands keys to kingdom 2 Godfather of #CMWorld @JoePulizzi #intelcontent http://t.co/cnKhsw23C9

@carmenhill

 

@cmicontent Having a project manager on your team is beyond invaluable. I’d be lost without @tjberard 😉 #CMWorld

@hurrrdurrr

 

A3. @CMIContent offer them some guidelines and expectations (deadlines, objective, audience etc). #CMWorld

@KylaK

 

@ThatCWGirl did we mention communicate? 🙂  #cmworld

@CMIContent

 

A3: Have a place/forum to collaborate – can include a collaboration tool and specific meeting cadence or checkpoints if needed #cmworld

@RtMixMktg

 

A3 Give them your content workflow, check out their blog/website. Most importantly – introduce them to the team! #cmworld

@lifeofaworkgirl

 

A3: Planning ahead is important. Give folks time to give you what you need #cmworld

@SueBrady

 

A3: Editorial calendars in the cloud is great for communicating w/content producers. I use it regularly in-house w/my #cmgr backup #cmworld

@eemiller08

 

A2 You’ve just hired an expert because your brand doesn’t know enough. Brands must demonstrate expertise; get over your brand voice #cmworld

@studiumcirclus

 

A3 We include content marketing in our editorial calendars, so the whole thing links together. #cmworld

@EmmaCunningham

 

Content marketers are subject matter experts at making the complex simple for audiences. #CMWorld

@CTrappe

 

@CMIContent #CMWorld A3 – Allow time for necessary relationship mgmt. Be clear re: deadlines/expectations/style guide.

@TaraMClapper

 

A2: Let the expert provide the response, but make sure it is edited for brand integrity. You can share end product with SME. #cmworld

@bukowski33

 

@Rogercparker it can be as simple as sending over a Google doc to contributors/having guidelines on your site. #CMWorld

@BenJHSlater

 

@ThatCWGirl Definitely! Also target communications to make sure that you’re reaching the right people with the right messages #cmworld

@moveo

 

Am I the only one here that can’t stand editorial calendars?? #cmworld

@LUCYrk78

 

@ThatCWGirl Over-communicate, basically! #CMWorld

@SparkerWorks

 

@CMIContent Heh. It is certainly worth repeating! 🙂 #cmworld

@ThatCWGirl

 

A3 There’s an increasing trend for companies with active blogs to hire editors #CMWorld

@BenJHSlater

 

A3 Respect them. You have hired them because you need them, you were lacking in something. Be humble #cmworld

@studiumcirclus

 

A3: Include in the Ideation process (let them own an idea) then create a Content Opportunity Report to weight value & effort. #cmworld

@kmullett

 

@LUCYrk78 I view them as “necessary evil.”  #cmworld

@ChristinKardos

 

A3: must have the right process & people in place to onboard freelancers #CMWorld

@stratrev

 

@LUCYrk78 we think they help with focus. And they keep your team on the same page. Curious, why do you not like them? #cmworld

@CMIContent

 

A3: Also, besides tools, meeting with SMEs and letting them know how valuable they are is really important. Relationship Building. #cmworld

@bukowski33

 

@moveo I was in terms of an expert source you turn to strengthen a written piece (my experience), realizing now its a broader convo #CMWorld

@atxcopywriter

 

A3 Allow them enough time to complete work. If they’re freelancing they will be busy #cmworld

@lifeofaworkgirl

 

@moveo Absolutely. You don’t want to waste time on a target market that has no interest in what you’re offering. #cmworld #contentmarketing

@ThatCWGirl

 

A3 Connecting/building a relationship w/ them can help, or mentioning them & info they’ve shared can back your content? @CMIContent #cmworld

@krystalblais

 

@bukowski33 Yes! Communication is such a huge part of the recipe for success in all aspects of the process. #cmworld

@ChristinKardos

 

@ChristinKardos: @LUCYrk78 I view them as “necessary evil.”  #cmworld

A3) must have the right process & people in place to onboard freelancers #CMWorld

@stratrev

 

@LUCYrk78 we think they help with focus. And they keep your team on the same page. Curious, why do you not like them? #cmworld

@CMIContent

 

A3: Also, besides tools, meeting with SMEs and letting them know how valuable they are is really important. Relationship Building. #cmworld

@bukowski33

 

@moveo I was in terms of an expert source you turn to strengthen a written piece (my experience), realizing now its a broader convo #CMWorld

@atxcopywriter

 

A3 Allow them enough time to complete work. If they’re freelancing they will be busy #cmworld

@lifeofaworkgirl

 

@moveo Absolutely. You don’t want to waste time on a target market that has no interest in what you’re offering. #cmworld #contentmarketing

@ThatCWGirl

 

A3 Connecting/building a relationship w/ them can help, or mentioning them & info they’ve shared can back your content? @CMIContent #cmworld

@krystalblais

 

@bukowski33 Yes! Communication is such a huge part of the recipe for success in all aspects of the process. #cmworld

@ChristinKardos

 

@ChristinKardos: @LUCYrk78 I view them as “necessary evil.”  #cmworld”

@LUCYrk78

 

“@BenJHSlater @Rogercparker it can be as simple as sending over a Google doc to contributors w/guidelines on your site. #CMWorld TY

@Rogercparker

 

@lindadessau  Best answer period. #cmworld

@MrScottpage

 

#contentmarketing can make existing subject matter experts be truly known publicly. #CMWorld

@CTrappe

 

@LUCYrk78 Mine is more of a loosely outlined list with plenty of flexibility, but that notes the big upcoming events to cover #CMWorld

@SparkerWorks

 

@CMIContent @ChristinKardos @trello @37signals Always solid Christin. #cmworld

@bukowski33

 

@lifeofaworkgirl Gah! Tell me about it! #cmworld

@AnOrchidInBloom

 

Q4: If you aren’t an expert in a particular topic, does it make it hard to proof and approve another’s work? #CMWorld

 

@LUCYrk78 I used to hate them. Now they keep me on track w/my tasks & content strategy. Like @ChristinKardos said “necessary evil” #cmworld

@eemiller08

 

@CMIContent I don’t really know why not! Maybe cuz it’s yet another thing to check and keep tabs on. So much already to check daily #cmworld

@LUCYrk78

 

@CTrappe Yes, definitely one of the key benefits to point out in initial invite #cmworld

@lindadessau

 

@lindadessau Editorial calendars are so important for so many reasons! #CMWorld

@atxcopywriter

 

Buy “How to Train your Pug” and wherever it says PUG cross it out and write SME. #cmworld

@BrandedCartoons

 

A3: Give insight into your editorial schedule/strategy, offer suggestions for where they could fit & ask for their input. #CMWorld ^Hayley

@unbounce

 

A4: The content production team must ask clarifying questions as needed #cmworld

@lindadessau

 

A4: If the content doesn’t make sense to you, it won’t make sense to audience #cmworld

@lindadessau

 

A4: You never need to dumb down content, but it needs to be accessible #cmworld

@lindadessau

 

@LUCYrk78 @ChristinKardos They are useful, particularly when writing/editing for something with lots of contributors. #cmworld

@AnOrchidInBloom

 

A3:  Invite SME into the planning process, figure out the fit #cmworld

@connieurway

 

A4: Ideally the same team works with the expert over time so efficiency improves  #cmworld

@lindadessau

 

A3) If you foster a collaborative work environment, simply use Google docs for editorial. Allows for conversation within the doc. #cmworld

@CrowdContent

 

@SparkerWorks I like it. I’m good with “give me the due date and expect you’ll have it before that date” #cmworld

@LUCYrk78

 

A4) You can easily proof for grammar/spelling/format. Is it digestible and logical? Fact check if necessary, too. #cmworld

@ChristinKardos

 

On the flip-side to Q2, SME’s might not want to work with your brand if it doesn’t match their aesthetic: http://adage.com/article/offset/marketers-learn-instagram-stars/297680/ #CMWorld

@SparkerWorks

 

Dessau_chat

 

A3 I like @asana for this… #CMWorld

@BenJHSlater

 

A4: If you vet them well enough, you wouldn’t NEED to be an expert in that subject. Otherwise why hire in the first place? #cmworld

@tulipstrategies

 

A4: You need to understand the content first. If you don’t, your readers will be able to tell, and you risk losing their trust. #cmworld

@ThatCWGirl

 

Communication is key! Make time for video calls – emails won’t always be enough #cmworld

@lifeofaworkgirl

 

A4: Sometimes it makes it easier if you aren’t the expert. The writing needs to be something a non-expert would understand #cmworld

@SueBrady

 

A4. You still need to have open communication with SME during the proofing/approval process. Ask questions. Get clarity.  #cmworld

@vegecomgirl

 

@SueBrady Great point, Sue! #cmworld

@tulipstrategies

 

.@CMIContent A4: This is where doing your due diligence before hiring them is important. Check expertise/reference first #cmworld

@DanielGHebert

 

A4 It can be easier to  make sure the content is relatable if you know a little less. Do you get it? Will someone else? #cmworld

@AnOrchidInBloom

 

@AnOrchidInBloom @LUCYrk78 Yes.  Full disclosure? I think it’s the staying on track *and knowing when I’m not* that gets me. 😉 #cmworld

@ChristinKardos

 

A4 I think if you don’t know the subject matter but can learn because of your SME, that’ll be perfect for your audience/community!  #cmworld

@LUCYrk78

 

#HumblySpeaking, @lindadessau is #KillingIt at today’s  #cmworld

@KipMeacham

 

A4 The first step is to vet author. If the author is reputable, the article likely is. The second step find 2nd expert to review. #cmworld

@EmmaCunningham

 

A4: the idea is to utilize the SME, but hire great writers to maintain the #brand Integrity and essence of what is being said. #cmworld

@bukowski33

 

A3b: I strongly urge the separation of ideation/content opportunity discussion from content/editorial calendar add. Cont. #cmworld

@kmullett

 

@LUCYrk78 such a good way to view it!  #cmworld

@CMIContent

 

I think our #cmworld stream is loading on west coast time today!

@CrowdContent

 

A4: If you’re unsure, see if you can collaborate to make sure you’re hitting all of the relevant points. #cmworld #contentmarketing

@ThatCWGirl

 

A4: Harder, but not impossible. You’re trusting them as the expert, and can research their points once you have a draft. #CMWorld ^Hayley

@unbounce

 

Well said @lindadessau. #cmworld

@bendgibbons

 

@mikemyers614 Spot on Mike! #cmworld

@bukowski33

 

@vegecomgirl Great! Love being on the hot seat amongst these brilliant minds! #cmworld

@lindadessau

 

@CMIContent A3 Make sure you’re clearly communicating deliverable dates in the contract and use an editorial calendar to keep on it #CMWorld

@hurrrdurrr

 

A4) It can be more difficult, especially in the medical or legal fields #CMWorld

@stratrev

 

@lindadessau Right on! Great way to learn & share 🙂  #cmworld

@vegecomgirl

 

A4: Not being the expert helps you proof it to make sure the topic is easily understandable and relatable to your audience #cmworld

@JeremyBednarski

 

@CMIContent #CMWorld A4 – Yes. Editors should consult an in-house topic expert/trusted resource in this situation if possible.

@TaraMClapper

 

@CrowdContent yes, part of our team is on the west coast today!  #cmworld

@CMIContent

 

A4. This ? has me traveling thru time back 2 all those incredible profs I had who were great SMEs & HORRIBLE instructors. #cmworld

@KipMeacham

 

Great point MT @SueBrady: A4: The writing needs to be something a non-expert would understand #cmworld

@RtMixMktg

 

@KipMeacham think we all had those, right?! #cmworld

@CMIContent

 

A4 @lindadessau SMEs need to remember when they were learning this topic & help the audience through the learning process  #cmworld

@knowledgevision

 

@KipMeacham LOL #cmworld

@lindadessau

 

Subject matter experts know. #CMWorld

@CTrappe

 

My world! Yes, this! –> “@stratrev: A4) It can be more difficult, especially in the medical or legal fields #CMWorld”

@suzziers

 

A3c: 1 establishes opportunity, concepts, & measures against personas, goals/strategy/etc, value & effort. Ed Cal is commitment. #cmworld

@kmullett

 

A4 Sometimes it can be easier! If the content is clear you will have a solid understanding once you’ve read through it #cmworld

@lifeofaworkgirl

 

@KipMeacham LOL! #cmworld

@DanielGHebert

 

@knowledgevision Yes, having a “beginner’s mind” is so helpful #cmworld

@lindadessau

 

@CMIContent ABsolutely… #TheMoreThingsChange…  #cmworld

@KipMeacham

 

@KipMeacham I know that all too well! Some have the passion but can’t show it well. Some are just too set as “expert” to care #cmworld

@vegecomgirl

 

@ChristinKardos @AnOrchidInBloom love it! #CMWorld PS- looking forward to your guest appearance later! #cmworld

@LUCYrk78

 

A4b: Part of what you’re hiring for is to get the SME’s opinion. Can’t (and don’t want to) edit that. #cmworld

@mikemyers614

 

@CMIContent A4: you’re the expert in brand voice + tone, trust your SMEs to deliver accurate information. #CMWorld

@hurrrdurrr

 

@LUCYrk78 When I’ve worked with clients that don’t use them it’s consistently chaotic and stressful #CMWorld

@atxcopywriter

 

@mikemyers614 Yes, not the “what” but maybe the “how” – to make sure the “what” is understood #cmworld

@lindadessau

 

@SueBrady Agree. If you aren’t an expert, you can identify where audience may have questions or need more info or clarification. #cmworld

@amymersch

 

@LUCYrk78 @ChristinKardos 😀 #cmworld

@AnOrchidInBloom

 

@KipMeacham @CMIContent Having a “The more you know”PSA moment when reading this 🙂 #cmworld

@mikemyers614

 

A4: It can, but with little research or a few questions the info can be vetted. #cmworld

@MrScottpage

 

@SueBrady if the content is so deeply technical for a specific audience it would not be easy to understand #CMWorld

@stratrev

 

Q5: What are some things to avoid when working with a subject matter expert for your content marketing? #CMWorld

 

A4) Not being the expert is almost the advantage. Editing an SME’s work should mostly be formatting and making it consumable. #cmworld

@CrowdContent

 

A4 Proofing doesn’t necessitate subject knowledge. You can easily tell if it’s well written/fits with your site & aims #CMWorld

@BenJHSlater

 

A5: Don’t over-depend on your expert –always be prepared and have a back-up plan #cmworld

@lindadessau

 

If you’re looking for entertainment, have one SME fact check another SMEs work.  #cmworld

@BrandedCartoons

 

A5: Be flexible, but don’t get off track by not having any structure to conversation #cmworld

@lindadessau

 

A5: Don’t forget to follow up and build/maintain rapport with your expert #cmworld

@lindadessau

 

A5: Don’t expect/assume your expert knows about digital marketing (they don’t need to!) #cmworld

@lindadessau

 

A4:  In case of doubt, ask someone who knows #cmworld

@connieurway

 

A5: Repeat from A3 –Don’t rush the process –it will take longer than you think #cmworld

@lindadessau

 

@CMIContent A4: Just be willing to ask questions, and give them a chance to review for accuracy before publishing #CMWorld

@atxcopywriter

 

A5: Demands and short turnaround times. Best way to kill an internal client relationship. #cmworld

@bukowski33

 

@lindadessau building relationships are so important with SMEs! #cmworld

@CMIContent

 

@atxcopywriter every time? Maybe it depends on the people you’re working with and their time management abilities…? #cmworld

@LUCYrk78

 

@CMIContent A5 you have limited time with them; make the most by prepping at least some Qs in adv + sharing them.  #cmworld

@SFerika

 

A5: No strong arming them, for one. Ahem 😉 #cmworld

@tulipstrategies

 

A5. Fearing change that comes from learning and engagement w/ an #SME would be a good thing to avoid, IMHO. #cmworld

@KipMeacham

 

@lindadessau Not to mention, be respectful of your SME’s time!  #cmworld

@vegecomgirl

 

A5: Try to do as much research as possible beforehand to avoid disappointment. #cmworld #contentmarketing

@ThatCWGirl

 

@lindadessau Absolutely! Keeping a strong relationship is essential for continued content marketing success. #cmworld

@moveo

 

“@lindadessau: A5: Don’t over-depend on your expert –always be prepared and have a back-up plan #cmworld”awesome!

@LUCYrk78

 

A5. And we all know how “H” I am… B^D #cmworld

@KipMeacham

 

@SFerika @CMIContent Yes! Be smart with your together time. #cmworld

@mikemyers614

 

A5 repeating the same thing over and over. Freshen up and get a new take that fits with your brand #CMWorld

@suzziers

 

A5 Not accurately portraying their expertise. You’re putting their reputation on the line as much as your brand’s. #cmworld

@martinlieberman

 

@LUCYrk78 Sure, but having an agreed upon schedule holds those people to deadlines #cmworld

@atxcopywriter

 

A5: Structuring the post right out of the gate. Give them soft guidelines and see what they come back with as the expert. #CMWorld ^Hayley

@unbounce

 

@stratrev True. If the subject is very technical, the SME is hired for the detail, & the editor ensures it makes sense. #cmworld

@SueBrady

 

A5. Just because the SME is a SME, it doesn’t mean they fit with your readership or the intended message. Vet! #cmworld

@vegecomgirl

 

.@lindadessau @cmicontent agree! There’s always stuff that comes up that makes the process slower than expected #cmworld

@DanielGHebert

 

@CMIContent: A5: Don’t be inflexible. If your expert gets off track or comes across a better idea, be open to it. #CMWorld

@webmastergirl

 

A5: Don’t avoid creating a healthy work relationship and a manageable workflow process. Don’t not communicate in a timely manner #cmworld

@tulipstrategies

 

A5 Don’t rely on them alone. Have a second opinion & rely on your intuition. If it doesn’t sound right edit it #cmworld

@lifeofaworkgirl

 

A5. Over-engaging them to the point of injecting your biases into their contributions. #TaintedSample #cmworld

@KipMeacham

 

@atxcopywriter I agree- I LOVE deadlines…just not the editorial calendar format/structure #cmworld

@LUCYrk78

 

A5. Understand and appreciate their opinion. If it’s still aligned with your purpose, a fresh voice makes a guest piece pop! #cmworld

@moveo

 

@CMIContent My desktop might be diving in a pool soon! It’s acting kinda twitchy this morning. #cmworld #firstworldproblems

@bendgibbons

 

@cmicontent how much should marketing experts be depended on? #cmworld

@BiteFive5

 

MT @unbounce: A5: Avoid structuring the post right out of the gate. Give them soft guidelines and see what they come back with  #cmworld

@lindadessau

 

@SFerika @CMIContent Great point! #cmworld

@AnOrchidInBloom

 

A5: Micromanagement. Hire the RIGHT person, TRUST them. Theyre here to help & demonstrate value-add for which content is one medium #CMWorld

@studiumcirclus

 

A5) When working with an SME, it is important not to dish out too many parameters and instructions. It hinders creativity. #cmworld

@CrowdContent

 

A5) you must have deliverables & timeline – Inspect what you expect #CMWorld

@stratrev

 

@lifeofaworkgirl have to trust your gut when it comes to your brand! #cmworld

@CMIContent

 

@CMIContent #CMWorld A5 – Don’t accept generic content from an expert. Approve a narrow, informative topic. #contentwriting

@TaraMClapper

 

A5: if they’re the expert, there’s a reason you hired them. don’t make their job harder because you don’t understand things. #cmworld

@tonyxrandall

 

Oh, and they like money. Much more than “exposure” #cmworld

@BrandedCartoons

 

“@lindadessau A5: Don’t over-depend on your expert –always be prepared and have a back-up plan #cmworld” Amen. Espec for live events

@Rogercparker

 

@lindadessau @BrandedCartoons ha!  #cmworld

@CMIContent

 

@SueBrady Agree. Your job is to take their expertise and make it more palatable to your audience (which us your expertise) #CMWorld

@atxcopywriter

 

@studiumcirclus Oh yes, NO micromanagement. It’s always a hindrance for both sides! #cmworld

@tulipstrategies

 

A5: Take into consideration their opinion, but don’t be afraid to rethink if it seems way off from your brand. #cmworld #contentmarketing

@ThatCWGirl

 

A4: A brand’s ‘proofing’ is to check alignment with vision (and grammar – perhaps *smile*) #CMWorld

@TrafficPRM

 

A5: Don’t not trust them. #cmworld

@mikemyers614

 

A5 Important to pick the right content format to fit the expertise and person. Maybe video instead of article? #cmworld

@martinlieberman

 

A5: Avoid giving your SME an opinion…if that makes sense #cmworld

@SueBrady

 

@CMIContent how much should marketing experts be depended on when working with them? #cmworld

@BiteFive5

 

A5. Don’t unintentionally assimilate them into your collective. #ResistanceIsFutile  #cmworld

@KipMeacham

 

@studiumcirclus Yes!! #cmworld

@moveo

 

.@CMIContent @lindadessau @BrandedCartoons LOL! Gotta pay the bills somehow 😉 haha #cmworld

@DanielGHebert

 

@SueBrady Yes! They already have one, hopefully! #cmworld

@mikemyers614

 

@SueBrady Absolutely! Don’t put words in their mouth that don’t reflect their ACTUAL opinions. #cmworld

@martinlieberman

 

A5: Avoid fear. This could be the beginning of a great conversation & mutually beneficial business relationship.  #cmworld

@bendgibbons

 

@bendgibbons Yes, they’re people just like the rest of us 😉 #cmworld

@lindadessau

 

“@BiteFive5: @CMIContent how much should marketing experts be depended on when working with them? #cmworld”Hire well to start with!

@LUCYrk78

 

A5: establishing time frames, expectations #cmworld

@connieurway

 

@bendgibbons avoid fear. Like that a lot. #cmworld

@CMIContent

 

Q6: How can you make sure that your multiple subject matter experts write with a consistent voice? Do they need to? #CMWorld

 

A6: Your subject matter experts will have their own unique voice #cmworld

@lindadessau

 

@KipMeacham #CMWorld http://t.co/5mpNSBYypO

@SparkerWorks

 

A6: Different voices add interest and spice to a company’s blog #cmworld

@lindadessau

 

A6: Your editorial manager can watch for overall consistency with company branding #cmworld

@lindadessau

 

Don’t fall in love with them, or buy them unwanted snowglobes, or follow them in the mall.  #cmworld

@BrandedCartoons

 

A6: You can help set the tone with your outline and interview questions #cmworld

@lindadessau

 

@SueBrady totally Opinions Are Not Facts #CMWorld

@stratrev

 

A6: For foundational content, you can use quotes versus expert-written pieces #cmworld

@lindadessau

 

Q6 Authenticity > consistency #CMWorld

@webber_karen

 

@SparkerWorks I am LoKIPus of Borg…  #cmworld

@KipMeacham

 

A6: Depends on how you’ll present them. If they have their own following, you want them to use their own voice. #authentic #cmworld

@mikemyers614

 

Trust is essential! MT @martinlieberman: @SueBrady Don’t put words in their mouth that don’t reflect their ACTUAL opinions. #cmworld

@moveo

 

A6. Edit for overall flow so pieces from different SME fit the feel of your brand voice, but let their unique voice stand as well. #CMWorld

@UnionMetrics

 

“@lindadessau: A6: Different voices add interest and spice to a company’s blog #cmworld”Yes! As long as the theme is consistent you’re good

@LUCYrk78

 

@BrandedCartoons if we haven’t said it lately, we’re so glad you’re part of our community. Love your tweets during our chats!  #cmworld

@CMIContent

 

A6: Don’t necessarily think they need to write in same voice. Different takes on the same subject makes for more interesting read #cmworld

@tulipstrategies

 

A6 SMEs need to write in THEIR OWN voice, but you can ensure the style is consistent with brand guidelines. #cmworld

@martinlieberman

 

@wordsallowed @lindadessau I use Google calendars. It is simple to use & color coded. Plus I can access it anywhere, anytime #cmworld

@eemiller08

 

A6 They’ll have their own style. And it could be quite complimentary to your brand – give them a bit of creative space #cmworld

@lifeofaworkgirl

 

A6: Depends how varied your subject matter. If you’re a niche finance publisher, yes. If you’re a broader lifestyle publication – no #CMWorld

@studiumcirclus

 

@CMIContent A6. If it’s coming from the brand, you need a style guide (with examples) to keep them on track. A good writer adapts #CMWorld

@AndyVale

 

A6. Alternatively, you can let their voice stand alone & use cohesive visual marketing to tie together your brand across pieces. #CMWorld

@UnionMetrics

 

A5: Vet both of you have something to gain or loose.   #cmworld

@MrScottpage

 

There you go > MT @martinlieberman: A6 SMEs need to write in THEIR OWN voice, you ensure style is consistent with brand guidelines. #cmworld

@mikemyers614

 

A6 the best voices are those that stand out. On message, yes, but they don’t have to sound monotone. #cmworld

@suzziers

 

A6) Writing samples that show the expert can adopt various voices #CMWorld

@stratrev

 

A6: It’s important to have one similar voice, but nothing wrong with uniqueness within the piece! It will make it interesting! #cmworld

@ThatCWGirl

 

A6 If you have a guest writer it should be their own voice. #cmworld

@AnOrchidInBloom

 

@CMIContent A4: Def takes some background HW,esp. on industry nomenclature,but proof/approve is easy.Hard is starting from scratch #cmworld

@UrbaneManor

 

@CMIContent A6 we define our brand voice in our style guide– that helps keep content consistent across our writers.  #cmworld

@SFerika

 

A6. Not necessarily–but all voices need to align with your purpose and business strategy. @CMIContent #cmworld

@moveo

 

@martinlieberman @SueBrady No need to “sell” to the SME. You hired them for their opinion, right?! #cmworld

@CrowdContent

 

@CMIContent A6: That’s why you’re the content manager. Ultimately, you are responsible for editing for voice/tone. #CMWorld

@hurrrdurrr

 

Yes RT @martinlieberman: A6 SMEs need to write in THEIR OWN voice, but you can ensure the style is consistent with brand guidelines. #cmworld

@SueBrady

 

A6  A good editor s/b the gatekeeper #cmworld

@connieurway

 

@CMIContent A6. Failing that, editors exist for a reason! #CMWorld

@AndyVale

 

@BrandedCartoons This is good advice for a lot of things in life, really. #CMWorld

@SparkerWorks

 

A6 – 2:Also, people LIKE having different personalities they can connect with. Multiple voices can be good. This is a social web #CMWorld

@studiumcirclus

 

.@CMIContent @lindadessau A6: Allowing experts (whether employees or partners) to add their own voice does wonders for branding #cmworld

@postbeyond

 

@CrowdContent @SueBrady Right. They have the expertise and opinion. It’s your job to help share it with others. #cmworld

@martinlieberman

 

A6: No need to change something that you should foster. Every writer writes different, just like every reader reads different. #cmworld

@eemiller08

 

@postbeyond @lindadessau we couldn’t agree more. Our CMI blog is an example of that.  #cmworld

@CMIContent

 

@CMIContent #CMWorld A6 – They should retain their own voices, but stick to your style guide to maintain brand consistency.

@TaraMClapper

 

@lifeofaworkgirl That’s why it’s essential to make sure you’re a good match at the beginning, from both sides! #CMWorld

@SparkerWorks

 

A6: It’s important to have different voices. What might speak to one person might not resonate with another. #cmworld #contentmarketing

@ThatCWGirl

 

.@CMIContent @lindadessau A6b: Social media and content marketing is about the people, not the logos. Different voices matter #cmworld

@postbeyond

 

@lindadessau Agree! But there should still be a sense of consistency through design and structure #cmworld

@Yaelkochman

 

A6: write with a consistent voice across multiple subjects? is the goal to bridge subjects? if so, yes. if no, waste of energy. #cmworld

@tonyxrandall

 

@CrowdContent @martinlieberman Exactly! #cmworld

@SueBrady

 

A6: If you MUST have multiple SMEs writing in same voice, then you def need a detailed style guide. (Prob should have one anyway) #cmworld

@tulipstrategies

 

A6: Unless the SME is the end all be all for #contentmarketing in your company, they should be supplying just the facts. #cmworld

@bukowski33

 

A6: If your brand is emphasizing their expertise, their perspective has to show in the content… unless it’s Debbie Downer. #cmworld

@bendgibbons

 

@CMIContent A5: Rushing them, being unprepared –basically, you need to show you respect their time #cmworld

@atxcopywriter

 

@connieurway lol I had a “Are you the #KeyMaster moment” haha #Ghostbusters #cmworld

@suzziers

 

Love seeing in our chats how valued stylebooks, guidelines and authenticity are for our community. #cmworld

@CMIContent

 

A6) Honestly, different voices make things interesting. As long as the message is consistent with your brand message, all is good! #cmworld

@CrowdContent

 

A6:  set clear guidelines for brand voice, but allow SME to do what they do best, remember their own voice got them where they are #cmworld

@MrScottpage

 

@BiteFive5 You’re hiring them to fill a hole/niche for you, therefore they should be highly reliable and dependable. #CMWorld

@CMIContent

 

@tulipstrategies Absolutely! “Check the style guide”should be a mantra for all content marketers; repeated queries should be added #CMWorld

@SparkerWorks

 

@suzziers @connieurway Ha!!! #cmworld

@AnOrchidInBloom

 

Don’t force style, but share with them the changes you’ve made so they can learn over time and adopt your brand voice.  #cmworld

@BrandedCartoons

 

.@CMIContent @lindadessau Our solution is built on showcasing employees and partners at the forefront of your brand. So important! #cmworld

@postbeyond

 

@vegecomgirl @lindadessau A lot of us on the same page here! #cmworld

@atxcopywriter

 

@CMIContent authenticity is EVERYTHING #cmworld

@LUCYrk78

 

@atxcopywriter @vegecomgirl @lindadessau that’s why we have the best community on the planet! 🙂  #cmworld

@CMIContent

 

Punching out early for a meeting. #ResistingMeetingsIsFutile TY for yet another grand #CMWorld! Best to all!

@KipMeacham

 

@BrandedCartoons Or you could lead with: “resistance is futile”? #cmworld

@mikemyers614

 

Q7: Do subject matter expert writers author the posts or ghost write? What are pros/cons? #CMWorld

 

The road to hell is paved with unused styleguides.  #cmworld

@BrandedCartoons

 

@BrandedCartoons Have you had many of those conversations? Can they be awkward? #cmworld

@lindadessau

 

@martinlieberman Yes. Be very careful with misquotes or changes in editing. Give them the chance to review and approve #cmworld

@atxcopywriter

 

A7: Giving the subject matter expert a byline makes it easier for them to say yes #cmworld

@lindadessau

 

@CMIContent @atxcopywriter @lindadessau Totally agree! #cmworld

@vegecomgirl

 

A7: Your subject matter expert may prefer to stay behind the scenes #cmworld

@lindadessau

 

@LUCYrk78 @PMGPR Ha! How funny! Yep, good ol’ Amish Country down here! 🙂 #cmworld

@ThatCWGirl

 

That is true & if you have a political “expert” they should work with the social media “guru” @SueBrady #CMWorld

@stratrev

 

A7: Someone other than the SME may be the intended “face”of your company #cmworld

@lindadessau

 

.@lindadessau And let it shine! WHOOP! 🙂 #cmworld

@DanielGHebert

 

@atxcopywriter ALWAYS let an SME approve before publication. Worst thing is publishing and they’re not happy. #cmworld

@martinlieberman

 

@mikemyers614 Now THAT’s strong content! #cmworld

@moveo

 

A7: My fav answer: it depends. What are your goals? Trying to leverage their audience or have them bring knowledge to yours? #cmworld

@mikemyers614

 

@lindadessau Right. It becomes about ego. 🙂 #cmworld

@martinlieberman

 

@moveo I’m just kidding (mostly). #cmworld

@mikemyers614

 

A7: Experts authoring the posts give 3rd party credibility. #cmworld

@SueBrady

 

@martinlieberman @atxcopywriter this is such good advice because it also shows your willingness to work with them!  #cmworld

@CMIContent

 

A7: It would really be up to the SME. Some want exposure or a byline, or the content may force them to think twice about publicity. #cmworld

@ThatCWGirl

 

A7. I’ve used SMEs to ghost write under a broader authorship (Team), but I prefer letting them co-write w/ credit or do it all #cmworld

@vegecomgirl

 

MT @mikemyers614: A7: What are your goals? Trying to leverage their audience or have them bring knowledge to yours? #cmworld

@janetgranger

 

A7: They author the posts. That’s what brings the authority (and traffic). #CMWorld

@TrafficPRM

 

Thanks for the love during #cmworld I gave @atxcopywriter +K about #ContentMarketing on @klout https://klout.com/atxcopywriter?n=tw&v=plusk_gave #smmw15

@bukowski33

 

@mikemyers614 we were waiting for the “it depends” response 🙂  #cmworld

@CMIContent

 

@CMIContent @atxcopywriter Better to be proactive than reactive when it comes to working with an SME. 🙂 #cmworld

@martinlieberman

 

.@CMIContent @lindadessau A7: It depends on what you’re trying to accomplish. Vary expertise, or build up someone’s profile? #cmworld

@DanielGHebert

 

A7 Sometimes the CEO needs a ghost writer. Business savvy, yes. #Social maybe not so much.  #CMWorld

@suzziers

 

A7: They write the post. They ARE an expert, you are not. Bring their expert authority onto your website by giving them a citation! #CMWorld

@studiumcirclus

 

@CMIContent Ha! Never have to wait long with me! #cmworld

@mikemyers614

 

@lindadessau Not awkward if you’ve made it clear from the beginning that your job is to make it work for your audience. #cmworld

@BrandedCartoons

 

A7. I think it has more meaning when it’s something direct from the SME or a shared byline vs. ghost writing, but it has plusses #cmworld

@vegecomgirl

 

A7 Allow them to own their work! Its a great way to collaborate.  #cmworld

@lifeofaworkgirl

 

@CMIContent I don’t think they need to. Makes it more personal/trustworthy if its clear it came from them #cmworld

@atxcopywriter

 

@CMIContent: A7: I prefer to use their name. If they’re well known, you’ll want their authority factor. #CMWorld

@webmastergirl

 

A7 I’ve done both ghostwriting and letting SME write. I prefer the latter; it’s more authentically theirs. #cmworld

@martinlieberman

 

@suzziers I can agree with that, especially when it comes to time availability and flexibility. #cmworld

@vegecomgirl

 

@BrandedCartoons Who goes to the mall anymore? #cmworld

@atxcopywriter

 

@BrandedCartoons Great, yes #cmworld

@lindadessau

 

A7) Having a byline and giving the SME credit is a win/win. Appealing for them & adds cred to your brand. #cmworld

@CrowdContent

 

A7) Are brand core values: transparency & integrity – then don’t play “Hide The Expert” #CMWorld

@stratrev

 

A7 Completely goes to your intent in their writing. Are they helping create your content or are you highlighting them? #cmworld

@AnOrchidInBloom

 

A7: if an expert ghost writer is creating a phony expert out someone else then your brand is being deceptive & that’s a shame. #cmworld

@tonyxrandall

 

@CMIContent A7: We always give authorship credit at @goclio. Goes a long way towards onboarding contributors. #CMWorld

@hurrrdurrr

 

A7 It depends on the SME. Whatever format works best to let their voice and expertise come through most clearly. #cmworld

@martinlieberman

 

@stratrev @SueBrady I keep encountering people in life who need that reminder #cmworld

@atxcopywriter

 

@LUCYrk78 @SueBrady Hi Sue!! #cmworld

@AnOrchidInBloom

 

@moveo @SueBrady @AnOrchidInBloom I love how many of us are in all these chats 🙂 am NOT happy with snow, however. #CMWorld

@LUCYrk78

 

What if your SME is literally a ghost?  #cmworld

@BrandedCartoons

 

@CMIContent A7: Also consider that your SMEs are, by and large, regarded as experts. You are likely not. #CMWorld

@hurrrdurrr

 

.@SunnySocial Couldn’t have said it better! So true. #cmworld

@CrowdContent

 

@BrandedCartoons LOL!!! #cmworld

@DanielGHebert

 

And maybe giving honest credit is good too @webmastergirl @CMIContent #CMWorld

@stratrev

 

@BrandedCartoons Seems easy. No bi-line. #cmworld

@mikemyers614

 

@CMIContent #CMWorld A7 – Bylines are part of the SME’s value – per @johnelincoln -http://www.semrush.com/blog/blogs-worthless-without-strong-author-bylines/

@TaraMClapper

 

A7 Depends… context & publication type (internal or external) may affect whose face will be featured #cmworld

@Yaelkochman

 

A7: If they are know company guidelines, the closer to complete when they send it the better. Should always have a QA process. #cmworld

@bukowski33

 

A7: Are you in an industry that values some level of collaboration or sharing thought leadership? If so, the byline is key. #cmworld

@bendgibbons

 

A7: you can tell when an industry “expert” is built by ghost writers when they never respond to comments. that sucks. dont do that. #cmworld

@tonyxrandall

 

send ’em our way – we have an app for that 😉 @atxcopywriter @SueBrady #CMWorld

@stratrev

 

@LyonsJenn we would be insulted but that does sound fun 🙂  #cmworld

@CMIContent

 

A7 It is interesting to see how much blog content is ghost written…speaking from past experiencing ghostwriting… 🙂  #cmworld

@SFerika

 

Q8: Are there any well-known companies/brands that use subject matter experts rather than internal teams? #CMWorld

 

Then use their name – from our research ghosts have names – just ask Casper @BrandedCartoons #CMWorld

@stratrev

 

A8: @AmericanExpress @OPENForum features external subject matter experts #cmworld

@lindadessau

 

A8: Any interview-based podcast like @ToddWheatland’s uses subject matter experts #cmworld

@lindadessau

 

A7: also, if you’re hiring ghost writers to write under your name, you’re probably not as much of an expert as you think you are. #cmworld

@tonyxrandall

 

@Yaelkochman Ugh. I hate when biz decides someone’s not “worthy” of byline, even tho they know more than the alleged “expert.” #cmworld

@martinlieberman

 

@mikemyers614 @BrandedCartoons Unless it’s Casper. He has a huge following, who love his friendly insights. #cmworld

@bendgibbons

 

A8: Some user-generated content uses subject matter experts (example follows) #cmworld

@lindadessau

 

A8: @Lowes Creative Ideas Creator blog showcases projects by DIY bloggers http://www.lowes.com/creative-ideas/blogs #cmworld

@lindadessau

 

A8: Looking forward to YOUR examples of companies using subject matter experts!  #cmworld

@lindadessau

 

@connieurway @AmericanExpress @OPENForum Yes they sure are! #cmworld

@lindadessau

 

A8: I’m trying to think of brands who don’t use SMEs…#cmworld

@mikemyers614

 

A8: I know companies with Sales teams who will bring the SME to the sale. Depends on context. If SME response is proper, use it. #cmworld

@bukowski33

 

@CMIContent A7: As a freelancer I mostly use them as quoted sources, which I feel consistently makes for strong content #CMWorld

@atxcopywriter

 

@janetgranger Give us a link! #cmworld

@lindadessau

 

@tonyxrandall So true! I mean, not every expert can write well, but still. How much of an expert are you really? #cmworld

@martinlieberman

 

.@lindadessau @AmericanExpress @OPENForum @CMIContent That was going to be my answer!!! 😉 #cmworld

@DanielGHebert

 

A8:  @Forbes features external SME #cmworld

@connieurway

 

@lindadessau @ToddWheatland Yes, love The Pivot! #cmworld

@mikemyers614

 

@CMIContent: A8: Every episode of @SMExaminer show features SME’s.  Its one of the reasons I love them. #CMWorld

@webmastergirl

 

@DanielGHebert @lindadessau great minds think alike!  #cmworld

@CMIContent

 

A7: I guess it depends if you’re trying to leverage their expertise and audience or trying to build up your own clout. #cmworld

@JeremyBednarski

 

Here’s a link: http://blogs.pb.com/mail-solutions/  Most of these are small business experts for the past few months. Enjoy! #CMWorld

@janetgranger

 

@bukowski33 I hope there’s alignment between salespeople and content creators. Because customer will ask about content. #cmworld

@martinlieberman

 

@janetgranger Awesome, I will check that out later, thanks! #cmworld

@lindadessau

 

@martinlieberman i think it’s fine to have a good writer transfer your thoughts to written form, but yeah my thoughts exactly #cmworld

@tonyxrandall

 

My client eHarmony uses relationship experts and psychologists.  #cmworld

@BrandedCartoons

 

@lindadessau – thank YOU! 🙂  Eager to hear your thoughts about it. #cmworld

@janetgranger

 

A8: Digital agencies worth their salt use REAL experts (or grow em’); rather than bashing out ten a penny articles on Textbroker! #CMWorld

@studiumcirclus

 

@lindadessau @ToddWheatland Great example! #CMWorld

@cmcphillips

 

@lindadessau We had our SME about SMEs present at our webinar about SMEs! #cmworld http://www.knowledgevision.com/know-smes-training-mag-network-webinar-presentation/

@knowledgevision

 

@knowledgevision @lindadessau An SME about SMEs? How meta! 😉 #cmworld

@martinlieberman

 

@martinlieberman i wouldn’t call myself a good writer by any means, but i could go on forever about anything i’m knowledgeable abt #cmworld

@tonyxrandall

 

@CMIContent Okay, I guess I’ll go with @jaybaer’s Convince & Convert or maybe @markwschaefer’s Grow blog. #cmworld

@mikemyers614

 

@knowledgevision so meta! #cmworld

@LUCYrk78

 

We’ll spend the last 10 minutes asking @LindaDessau questions. Ask now! #CMWorld

@CMIContent

 

@LUCYrk78 @mikemyers614 @BrandedCartoons I would read and share the hell out of anything actually written by a ghost. #CMWorld

@atxcopywriter

 

We are doing a series of internal trainings on what is involved with being a SME #cmworld

@LyonsJenn

 

@tonyxrandall I know what you mean. That’s the case for everyone. Just means you need a good editor. 🙂 #cmworld

@martinlieberman

 

@lindadessau: Do you draw up specific contracts for each SME or do you have a standard agreement? #cmworld

@mikemyers614

 

A8: Nonprofits, Universities, Government all use SME  Curators of social media.  Just too many to list. #cmworld

@MrScottpage

 

A8 I often bring in guest bloggers & SMEs to share new perspective, increase our credibility & co-create unique content #CMWorld

@kristamarjaana

 

@SFerika For a while, my clients were about half and half, but now more companies are happy to feature the actual writer #cmworld

@atxcopywriter

 

@atxcopywriter @LUCYrk78 @BrandedCartoons This is what I’m saying. #cmworld

@mikemyers614

 

@atxcopywriter @mikemyers614 @BrandedCartoons totally! #GhostsFTW #cmworld

@LUCYrk78

 

@CMIContent @lindadessau #CMWorld – When should you invest in in-depth infographic/deep-level post written in-house vs. outside SME?

@TaraMClapper

 

@mikemyers614 I use templates for agreements but always customize and tweak them a bit. #cmworld

@lindadessau

 

@tonyxrandall In some cases, an expert provides insights, but a ghostwriter makes it more reader-friendly #CMWorld

@atxcopywriter

 

A8) @Entrepreneur is all about highlighting SME’s in different business verticals. They’re a great example. #cmworld

@CrowdContent

 

@TaraMClapper @CMIContent Depends on what talent and SME you have in house. What’s the cost in your time and resources? #cmworld

@lindadessau

 

@lindadessau What is the #1 quality that you look for in an SME? #cmworld

@ThatCWGirl

 

@lindadessau Most people just assume SME content is written by a ghost writer. How do you make it more authentic? #cmworld

@martinlieberman

 

@CrowdContent Great example. #cmworld

@moveo

 

@ThatCWGirl I’d say it’s demonstrated expertise – time in the field, proven results #cmworld

@lindadessau

 

Thanks #CMWorld for sharing your wisdom! Heads up, we’re talking content marketing optimization for #CROchat tmw at 11am PT if you’re free!

@unbounce

 

@TaraMClapper @CMIContent @lindadessau If you have the knowledge in house, your brand gets bump with other employees, IMO #cmworld

@mikemyers614

 

@lindadessau @CMIContent Great answer. Sometimes in-house resources are actually less expensive & faster. #cmworld

@TaraMClapper

 

@martinlieberman I always try to capture language, turns of phrase, etc. so it sounds like the person actually talks #cmworld

@lindadessau

 

@lindadessau Great! I think the key here is “proven” results as verified through research, correct? #cmworld

@ThatCWGirl

 

@CourtyB34 @CMIContent Ouch. I print it out and force myself to read it aloud. Maybe that would help? #cmworld

@mikemyers614

 

.@lindadessau @ThatCWGirl That’s what I would have said! Have they ever worked in their “expert” field? 🙂 #cmworld

@DanielGHebert

 

@ThatCWGirl Sometimes, it depends on the industry – but verified by third party versus just someone’s own marketing #cmworld

@lindadessau

 

@lindadessau Is there such a thing as “too much” expertise? Do you find that SMEs have trouble relaying knowledge? #cmworld

@ThatCWGirl

@lindadessau Same here. I record interviews so I remember how things were actually said, and can use actual words/phrases. #cmworld

@martinlieberman

 

@ThatCWGirl @lindadessau Absolutely! That’s why they need us content marketers, writers, editors to make their ideas accessible #cmworld

@lindadessau

 

“@lindadessau @mikemyers614 I use templates for agreements but always customize and tweak them a bit. #cmworld” Good topic for @CMIContent

@Rogercparker

 

Find more info on @LindaDessau, check out the Content Mastery Guide website: http://www.contentmasteryguide.com/twitter #CMWorld

@CMIContent

 

@bendgibbons well we’re glad to have you back 🙂  #cmworld

@CMIContent

well done @dougkessler!! via @annhandley 6 Things You Can Learn from an Unfunny Marketer’s Funny Redemption #cmworld http://shar.es/1fVMty

@AmandaSubler

 

View the best SlideShare tips and tricks for marketers: http://bit.ly/1CM773y (@CMIContent) #CMWorld http://t.co/NqfBX4Xrd2

@SlideShare