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Working with

Subject Matter Experts

in Content Marketing

Karl Hughes, Founder

DRAFT.DEV

Slides: pcto.co/experts

Email: karl@draft.dev

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DRAFT.DEV

Technical Content You Can Count On

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10-SECOND INTRODUCTIONS

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TODAY’S AGENDA

Content production process
Recruiting external SMEs
Working with internal SMEs
Discussion

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But first…

Why work with Subject Matter Experts?

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Authority

Knowledge

Trust

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Part 1: Content Production Process

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Ideal Content Production Process

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Technical Expertise

Writing/

Editorial Skill

Marketing Goals

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Coaching Approach

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Detailed briefs and outlines

Experts Write First Draft

Technical Review

Develop-

mental Edits

Copy Edits

Revisions

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Collaborative Approach

DRAFT.DEV

Detailed briefs and outlines

Ghostwriter Interviews Expert

Ghostwriter Writes Draft

Expert Revises with Ghostwriter

Copy Edits

Revisions

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What’s Your Process?

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Collaborative

Less work/time for experts
Requires skilled ghostwriters
Executive-style content
Standardize company voice

Coaching

Experts improve as writers
More work up-front, less work in long-run
Community-style content
Maintain writer’s voice

Coaching vs. Collaborative Approach

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Coaching Example

https://strapi.io/blog/building-a-css-tricks-website-clone-with-strapi-next-js

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Collaborative Example

https://draft.dev/learn/what-is-a-developer-advocate

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Part 2: Recruiting External Experts

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Understand the Motivators

Bylines

Cool Product

Learning

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Recruiting External Experts

Your Network

Direct Outreach

Freelance Platforms

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Scaling an Expert Network

Community Engagement

Payroll

Process

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CHALLENGES

Not everyone can write
Misaligned expectations
Editing can be costly
Scaling up is hard

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INVESTMENT IN EDITING

WRITING

EDITING

WRITING

EDITING

WRITING

EDITING

IDEAL

COMMON

UH-OH

RE-WRITING

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ADVANTAGES

Benefits from experts with an existing network
External contributors may be perceived to be more trustworthy
Can require less in-house work

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Part 3: Finding Internal Experts

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Types of Internal Contributors

Hands-on Experts

Executives

Industry Participants

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Potential Motivators

Cooperation

Money

Professional Advancement

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CHALLENGES

Not everyone can write
Distraction from core job
Still need editing, marketing input
Scaling requires more full-time staff

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ADVANTAGES

Consistent perspective and messaging
Helps build buy-in/support for marketing
Can require less editorial work

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DISCUSSION

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Slides: pcto.co/experts

Email: karl@draft.dev