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5 Steps to
Better Content Marketing Results:
Partnering with Subject Matter Experts
THE PRESENTERS
Nicole ShollySenior Creative
Michael BrumittSenior Creative
Introduction Why Include Experts in Content Creation? 5 Steps to SME Outreach & Interviewing
1. Identifying experts2. Performing outreach3. Preparing for the interviews4. Conducting interviews5. Sending post-interview follow-ups
The Relevance Checklists & Sample Emails Promotion Questions
AGENDA
INTRODUCTION
INTRODUCTION
A subject matter expert is a person who has deep knowledge on a particular topic.
“Subject-matter experts are important to consumers because they bring credibility, inspiration, insight, and a trusted view to topics consumers care about.”
Source: What Google+ Has Taught Brands About the Power of Subject-Matter Experts
Lisa WilliamsMomentology, March 2015
INTRODUCTION
An influencer might also be an SME but is a person with a significant social following.
INTRODUCTION
“When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well.”
Source: The Definitive Guide to Influencer Targeting
Kissmetrics, April 2013
INTRODUCTION
WHY INCLUDE EXPERTS IN CONTENT CREATION?
To ensure accuracy and relevancy of the content.
WHY INCLUDE EXPERTS
To exhibit altruism to the audience.
WHY INCLUDE EXPERTS
To create unbiased content.
WHY INCLUDE EXPERTS
5 STEPS TO
SME OUTREACH & INTERVIEWS
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
5 STEPS TO
SME OUTREACH & INTERVIEWS
Timeframe: 1 day, 2-3 hours
Tool(s): Media, social media, HARO, etc.
IDENTIFYING EXPERTS
Decide whether to look for companies or individuals.
IDENTIFYING EXPERTS
Determine how many experts you’ll need.
IDENTIFYING EXPERTS
Consider different tactics for different industries.
IDENTIFYING EXPERTS
Find who has a social presence around the topic on LinkedIn forums or Twitter.
IDENTIFYING EXPERTS
Check out speaker lists at industry-specific conferences.
IDENTIFYING EXPERTS
IDENTIFYING EXPERTS
Other tips
IDENTIFYING EXPERTS
Other tips
Other tips
IDENTIFYING EXPERTS
IDENTIFYING EXPERTS
IDENTIFYING EXPERTS
Finalize & prioritize your list of experts.
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
5 STEPS TO
SME OUTREACH & INTERVIEWS
PERFORMING OUTREACH
Timeframe: 1-3 weeks, ~4 hours
Tool(s): Your favorite email application; proper etiquette
PERFORMING OUTREACH
PERFORMING OUTREACH
Just touching base to see if you’d like to be involved in this new ebook sponsored by Company, or if there’s someone else we should connect with at Company.
Let me know if you’d like me to send the questions your way. Thanks!
PERFORMING OUTREACH
I’m just checking in to see if you might be available for a quick call Tuesday (between 9am and 1pm) or Wednesday (between 1pm and 4pm) of this week? (All times MST.)
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
5 STEPS TO
SME OUTREACH & INTERVIEWS
PREPARING FOR INTERVIEWS
Timeframe: Ongoing, 2-3+ hours
Tool(s): Internet, internal resources
PREPARING FOR INTERVIEWS
Are you looking for direction, quotes, details, or validation?
PREPARING FOR INTERVIEWS
Tailor your questions to fit each expert’s area of knowledge.
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
5 STEPS TO
SME OUTREACH & INTERVIEWS
CONDUCTING INTERVIEWS
Timeframe: Ongoing, 2-3+ hours
Tool(s): Phone, recording device
CONDUCTING INTERVIEWS
Begin the interview with:• Introductions • A project summary
CONDUCTING INTERVIEWS
Record the interview.
CONDUCTING INTERVIEWS
Keep your list of questions open in front of you.
CONDUCTING INTERVIEWS
Listen attentively.
CONDUCTING INTERVIEWS
Give the expert plenty of time to answer each question.
CONDUCTING INTERVIEWS
Conclude by • Asking an open-ended wrap-up
question• Thanking the expert• Confirming follow-up
1. Identifying experts2. Performing outreach 3. Preparing for interviews4. Conducting interviews5. Sending post-interview follow-ups
5 STEPS TO
SME OUTREACH & INTERVIEWS
SENDING FOLLOW-UPS
Timeframe: Day of interview, day content goes live; 1-2 hours
Tool(s): Email application
SENDING FOLLOW-UPSThank you again for speaking with us today. Your insights will be helpful to our efforts, and we appreciate your time. We are acknowledging all our contributors in the content. When you have a moment, will you send me a headshot and indicate how you’d like your name and title to appear?
I’ll be in touch in case we need clarification on the points we covered today, but I’ll also keep you posted on the content’s progress, so you know when it’s available .
SENDING FOLLOW-UPSI wanted to thank you again for allowing us to feature your insights in the new ebook, TITLE GOES HERE – LIVE LINK.
This new guide launched this week, and we hope you’ll consider sharing this new ebook with your community!
If you’re willing, please consider sharing the ebook with a quick tweet on Twitter or post on LinkedIn.
Thanks and have a great day!
THE RELEVANCE CHECKLISTS & SAMPLE EMAILS
CHECKLISTS
• Expert Identification• Outreach• Interview preparation• Interview execution• Post-interview follow-up email
SAMPLE EMAILS
• Initial outreach• Follow-up emails• Post-interview wrap-up• “Content is live” notice
PROMOTION
PROMOTION
Asking your contributors to share the content is one promotional path.
PROMOTION
Consider these components when devising a promotional plan for each piece of content:
PROMOTION
Gain online coverage through media outreach and relationships.
PROMOTION
Influencers often have a direct path to the targeted audience.
PROMOTION
Include paid content distribution and sponsored recommendations, posts and articles.
CONCLUSION
The End
http://bit.ly/sme-guide
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