How Do I Get

BUY-IN From Our

SMEs? A Frequently Tweeted Question (FTQ) From Resonance Content Marketing

“If our content is going to

succeed, we need input

from our subject matter

experts (SMEs) — but how

do we get them on board?”

@resonancecont

@resonancecont

Strategy #1:

Get  support  from  the  top.  

@resonancecont

Strategy #1: Get Support From the Top

Get  your  CEO  to  declare  his  or  her  support  for  your  content  marke9ng  program.  

@resonancecont

Strategy #1: Get Support From the Top

Their  support  will  encourage  par9cipa9on  by  reinforcing  that  this  is  not  just  another  “marke9ng  flavor  of  the  month.”  

@resonancecont

Strategy #2:

Pitch  your  program.  

@resonancecont

Strategy #2: Pitch Your Program

Treat  your  first  mee9ng  with  an  SME  as  you  would  a  sales  call.  

@resonancecont

Strategy #2: Pitch Your Program Focus  on  the  benefits  • to  the  company  (brand  awareness,  lead  genera9on)  • to  the  SME  personally  (thought  leadership,  respect  among  peers)  

@resonancecont

Strategy #3:

Take  a  walk  in  their  world.  

@resonancecont

Strategy #3: Take a Walk in Their World

Do  your  homework:  •  Educate  yourself  on  what  your  SMEs  are  working  on.  •  Learn  their  lingo.  •  Ask  if  you  can  shadow  them  or  do  a  “ride-­‐along.”  

@resonancecont

Want to Learn More?

Join  us  at  this  month’s  webinar,  How  to  Work  With  SMEs  

resonancewebinar.com  

Got a question

for our next

FTQ?

Hit us up on

Twitter at

@resonancecont