The ABCs of B2B Content: Getting Input from the Experts

Posted: December 14, 2016

Topics: Strategy


Expert content is the lifeblood of B2B content marketing campaigns but getting time with subject matter experts can be tough. They generally have important jobs and dozens of competing demands that all need their attention, which makes “generating content for the marketing guys” a low priority.

Here’s three ways you can make it easier for them to add to your content engine:

Give them something to react to
It’s always easier for busy people to react to something than to ask them to stop what they’re doing and come up with something from nothing. So give them some idea starters. Do some online research for trending topics or check out the industry trade pubs. Then provide a summary to key experts and solicit their thoughts. Even if you’re off-base, it will get them thinking and help guide you in the right direction.

Get (in) on the schedule
In an ideal world, you’ll set aside time for a bi-weekly call that’s focused on discussing trends or other things that are happening. When that can’t happen, see if you can get “fly on the wall” access to those calls when they’re happening. Product planning, sales and other meetings are all great places to listen in for content ideas that you can then pursue.

Give them a unique voice(mail)
It’s always easier to talk about something than it is to write about it because 1) writing means editing which sucks the life out of the process for the people who matter most and 2) it means sitting at a computer. A dedicated voice mail gives your experts a place to share their thoughts quickly and without getting bogged down in writing. They can share their thoughts from whenever and wherever the mood strikes and your writers can then more quickly turn it into content.

Getting time with your company’s experts isn’t always easy but if you can make it easier for them, you’re more likely to get what you need. Got other strategies or tricks that have worked for you? We’d love to hear them.

This post was written by R. Wilkie, Creative Director at PUSH 22.