How to create technical content with subject matter experts

I work with the subject matter experts to create high-quality, technical content.

By leveraging specialized knowledge and keywords to educate and gain the trust of existing and potential customers, you can create compelling content that becomes a powerhouse for your business.

In my consulting business, we start with a diagnosis: a clear definition of the challenge at hand. Then, I share the guiding policies: my overall approach to dealing with the challenge. And we end with coherent actions: the set of specific steps we will take together to implement the guiding policies and overcome the challenge. (credit: Richard Rumelt)

Once we’ve decided what kind of technical content to create, we must work together with the subject matter experts (SMEs), customers, and community members who discover, write into, and share the unique and valuable messages, nuggets, quotes, and stories that only they have. 

Who are the SMEs?

Your technical practitioners. The people inside your company who work directly with the product and services. They understand how it works, who it’s for, and why it solves a pain point for the customer and community.

In software companies, this is your Dev Rels, engineers, and developers.

The crux of this strategy — creating technical content with your SMEs — is time with them and spending that time wisely. A turning point in the conversation in my consulting business is here. Can we get the time and dedication from this person or cohort within your company to make this strategy the right choice for you? 

If so, I can use my 10+ years as an editorial manager helping SMEs share their specialized knowledge to create compelling technical content. It’s not easy for this process to happen organically and naturally between all SMEs and their marketing teams. The skills and understanding are often lacking. 

And that’s ok. We can train your team to do this.

On LinkedIn, I talked recently about setting up your Collaboration Table in a way that encourages engagement and allows us to capture the ideas and creative work that comes out of that.