Herding Cats: Turning Subject Matter Experts Into Thought Leaders

You’ve decided the prognosis looks good and you are ready to travel down the course of positioning yourself as a thought leader in your marketplace. Now it’s time to “herd the cats”! This article is a guide to help you take on the very difficult task of getting information out of your subject matter experts (SMEs) and turning them into thought leaders.

If you haven’t gone through the self-diagnosis process to help you predict your probable course as a thought leader, refer to the article “The Four A’s of Thought Leadership Marketing.” Here we are assuming that your assets are already on board, everyone’s attitude is positive and aligned, and you are ready to gain acceptance as a leader in your marketplace.

SMEs possess a wealth of knowledge, which can be a blessing and a curse. They are your strongest asset but may be your weakest link when it comes to extracting and relaying important information. Because they are so skilled in their field, it may be difficult for them to come down a few levels and speak to amateurs. It is your job to pull information from them and organize it in a fashion that can be understood and utilized. Here are some tactical ways to not only help illicit pertinent information from your SME, but also convert them into believing in a higher marketing concept that positions you ahead of your competition.

The Interview
Before scheduling an interview with your SME, make sure you are prepared. Survey your clients a head of time and arm yourself with questions they want answers to. Ask open-ended questions to get your SME to open up and share as much as possible. Get the most of your interview by recording it. This makes your content portable. Schedule the interview at a convenient and appropriate time for the SME. You want to place as much minimal burden on them as possible, so it’s best to pick a time that does not conflict with their projects or deadlines. The burden should be on you, as the marketer/interviewer to collect the content and craft the message.

The Q&A
The Q&A falls under the interview category and follows the generic format of question and answer and is not altered by the interviewer when relayed to the audience.

Point-Counter-Point
The point-counter-point strategy is a great way to capture more material on an issue from a number of sources or sides. You can get two SMEs within your organization or if you are on friendly terms with a competitor invite them for a debate. This method helps your target audience make educated decisions. For example, a construction company wants to help people decide whether to go green or build with traditional sustainable materials. They decide to do a point-counter-point debate with two experts on both sides. SMEs can really shine in point-counter-point because people love talking about what they know and are passionate about.

Problem = Solution
One way to position yourself as a thought leader is to show you are a problem solver. This tactic involves taking a specific problem that a client was faced with to your SME and asks them how they came to a solution. Because the SME was directly involved with the actual problem instead of a hypothetical one, they should be able to give a more detailed and accurate report. Make sure to interview all parties involved in the solution process so you can show a step-by-step course of resolution. This strategy recognizes all your individual noted experts, but also broadens the footprint of expertise of the company as a whole.

Case Study
The case study tactic takes problem-solution a few steps further. Problem-solution focuses just on a problem, the case study technique features a specific client and their problem and how your organization helped meet their needs. It is an in-depth report featuring a number of SMEs. Case studies are elaborate testimonies that benefit both you and your client.

How-To
If you want to really show people you know what you are talking about, then tell them how to do something. Giving people tips on a high level process helps position you as a leader. Translate the knowledge your SMEs have into something people can use and do themselves. For example, let’s say your SME is a government compliance expert. What knowledge does he/she possess that could benefit your audience? How about tips on how to submit a building idea to the state?

These are but a few ways to surmount one of the most formidable challenges in thought leadership execution. With a little creativity and a quick showing of results to the SME stakeholders, you’ll be well on your way to producing a consistent flow of great content.