How to turn your experts into a powerful marketing engine

Your organization’s greatest marketing advantage isn’t just what you sell – it’s what your people know. 

Your subject matter experts (SMEs), technical leaders, and executives have deep industry knowledge that customers and partners want to hear. Buyers trust insights from real people more than brand messaging. Organizations that tap into their internal experts can shape industry conversations and build credibility with buyers.  

With the right strategy, you can turn internal expertise into a consistent, scalable content program without overwhelming your team. Here’s how. 

Why your organization’s people are the key to better marketing

The way buyers engage with content has changed. They trust people more than brands, and they’re looking for real-world expertise to help them make informed decisions. 

When organizations empower their internal experts to share knowledge, they: 

• • Build trust and credibility faster 

• • Differentiate themselves from competitors 

• • Strengthen relationships with customers, partners, and industry peers 

• • Generate more inbound opportunities 

 But getting there requires more than just asking your experts to “post more on LinkedIn.” You need a structured approach that makes it easy, scalable, and valuable – for both the business and the experts themselves. 

A step-by-step guide to building an expert-driven content program

A successful expert-driven content program needs a clear plan. Here’s how to make it work for your team. 

Step 1: Identify the right voices in your organization 

Not every expert needs to be a high-profile industry speaker. Your best voices are already inside your company – you just need to identify and support them. 

Who makes a strong SME? 

• • Technical leaders and engineers who solve customer challenges 

• • Executives with fingers on the pulse of industry trends 

• • Sales and partner managers who understand real-world use cases 

 How to get buy-in from busy experts: 

1. Position it as an opportunity, not an obligation (building personal brands benefits them, too) 
2. Start with small, low-effort contributions such as quick quotes or Q&A sessions 
3. Show them examples of how peers in the industry are using content to build influence 

Step 2: Align expert insights with business goals

Your experts have deep knowledge – but how do you turn that knowledge into content that supports your business?  

The key is to map their expertise to customer pain points and industry trends. Instead of focusing on selling, focus on educating. 

How to align expertise with business goals: 

• • Product leaders → Share insights on industry challenges and solutions (not just product features) 

• • Engineers & technical SMEs → Provide practical guidance that helps customers navigate complexity 

• • Executives → Offer perspectives on market shifts and what they mean for customers 

Example: Instead of a blog about your product’s new AI feature, an SME could write about the future of AI in your industry and key considerations for decision makers. It’s still relevant to your business, but it’s framed as thought leadership – not a sales pitch. 

Step 3: Make content creation easy for experts 

Most experts aren’t professional writers – and they don’t need to be. The key is removing friction so they can share insights without feeling overwhelmed. 

Three simple ways to capture expert knowledge: 

1. Interviews & Q&A sessions: Have marketing interview an expert for 20 minutes and turn their answers into blogs, social posts, or videos 
2. Voice notes & transcripts: Let SMEs record quick thoughts, then transcribe and refine them into structured content 
3. Collaborative ghostwriting: Marketing can draft content based on an expert’s ideas, then refine it with their input 

Tip: Frame content creation as a conversation, not a task. Many experts are comfortable talking about their work but hesitate when asked to “write a blog.” 

Step 4: Build a distribution plan that amplifies your experts 

Creating content is just the first step – getting it seen is what makes it valuable. Your marketing team should take the lead in making sure expert-driven content reaches the right audiences. 

Where expert-driven content should live: 

• • LinkedIn & social media: Encourage experts to share posts directly and engage with comments 

• • Company blog: Feature expert perspectives on key topics 

• • Industry forums & communities: Engage in relevant discussions beyond owned channels 

• • Webinars & panel discussions: Repurpose insights into live events for deeper engagement 

Tip: Help experts take advantage of the LinkedIn algorithm by activating your teams internally. Employees engaging with, commenting on, or resharing expert posts at the right time can increase visibility. 

Step 5: Create a sustainable, scalable program 

Thought leadership is an ongoing activity. The key to long-term success is building a system that keeps SMEs engaged without overloading them. 

How to keep experts contributing consistently: 

• • Set a simple schedule – such as one LinkedIn post per month or one blog per quarter 

• • Make it a team effort – rotate contributors so no one feels the full burden 

• • Track engagement – show SMEs how their insights are driving conversations and opportunities 

Example: A marketing team could send a monthly “content starter pack” to SMEs with suggested post ideas, quick prompts, and examples of what’s working well. 

The payoff: What happens when organizations empower their experts

Organizations that consistently showcase their experts and leaders build authority. That leads to: 

• • More inbound opportunities: Decision makers start seeking out your company for insights 

• • Stronger relationships: Customers and partners engage more when they see valuable expertise 

• • Competitive differentiation: Instead of just another vendor, you become an industry leader 

And perhaps most importantly, your leaders, experts, and employees become more engaged. When they see their insights making an impact, they’re more likely to contribute – creating a powerful cycle of trust and influence. 

Bring your experts to the forefront

Your organization already has the expertise buyers are looking for. The challenge is activating them and making that expertise visible.  

By following this step-by-step approach, you can turn internal knowledge into a scalable, high-impact content strategy without overwhelming your marketing team. Small, consistent efforts add up.

If you’re looking for the right way to get started, reach out – we can help.