By Jeff Walter, Senior Editor and Writer
Regardless of your industry, your organization is brimming with knowledge on a range of topics. The best, brightest and most experienced of these might well be considered subject matter experts (SMEs). What intelligence and insights they might share! But are they doing so?
We’re not suggesting that you give away any trade secrets. But useful facts and astute observations from your people, whether that information is recently acquired or from the “vaults,” may be a hidden asset that your organization has yet to exploit to its full potential. You might use it, for example, to establish your industry credentials, arouse consumer (or B2B) interest in your brand and potentially drive traffic to your proverbial door, or keep existing customers engaged and tuned in to your brand and what it’s been up to lately. Your SMEs can play an important role in fostering loyalty over the long haul.
E-books, white papers, blog posts, videos, webinars, social media, virtual events, infographics and other content culled from your experiences can educate and inform without being overtly sales-oriented. This content can target as broad or narrow a base as you desire to reach.
Your SMEs’ wisdom—your institutional knowledge—is a resource you can tap to produce compelling content that shines a bright light on your brand, without explicitly angling for the sale. When you share what you know, others can draw useful lessons from it that will increase your long-term value to them and help you nurture lasting relationships.
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