E Book Quick Guide to Marketing With Subject Matter Experts V6
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Transcript of E Book Quick Guide to Marketing With Subject Matter Experts V6
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8/17/2019 E Book Quick Guide to Marketing With Subject Matter Experts V6
1/19
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
relevance.com
TAPPING INTO
SUBJECT MATTER
EXPERTSFOR CONTENT MARKETING SUCCESS
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
In the identication and
outreach parts of the
process, you will use media
outlets, social media, and
other tools to identify experts
who have knowledge in the
pertinent topic area.
This research will also
garner the best way to make
contact with that person —
either through a company
email address (the preferred
method) or via social media
(most likely LinkedIn, but
possibly also Twitter).
Based on your initial topic-
and expert-related research
eorts, you will devise a
relevant and pertinent list of
questions to ask during the
interviews.
Although some questions
will apply to every expert,
you should tailor questions
for each one to ensure
you’re getting the most
benet from that individual’s
knowledge base.
Throughout the process,
you will employ written
communication to reach
out to and follow up
with potential and actual
participants.
Following professional
email etiquette in these
communications is always a
best practice. Sample emails
appear after
the checklist.
Involving subject matter experts (SMEs) and industry inuencers is a key aspect of creating
content that’s part of an integrated content promotion strategy. Incorporating insights
from SMEs ensures the content addresses audience pain points in a comprehensive and
accurate way. It also produces content that is altruistic and unbiased, which makes the
content more attractive not only to the intended audience, but also to potential partners andmedia outlets (who will hopefully write about and share the content).
To involve SMEs in content creation, you rst identify the experts and inuencers that have
knowledge that most closely aligns with the content and goals of the marketing campaign.
Then you interview those experts to garner relevant information and quotes to help you
complete the content.
Ideating relevant and thoughtful questions, conducting a respectful interview, and following
proper email etiquette are all part of gaining helpful insights from industry experts in order to
craft compelling content that answers the right questions.
EXPERT IDENTIFICATION
& OUTREACH
INTERVIEW PREPARATION
& EXECUTION
EMAIL FOLLOW-UPS
PURPOSE
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
The following is a list of activities necessary to nd and interview experts for content creation
and approximately how much time you can plan to spend on each. For each content piece,
you’ll likely interview 2-4 SMEs, so plan to allot 10-14 hours to carry out these tasks.
FOCUS AREA TIMEFRAME SCOPE
Expert Identication 1 day 2 hours
Outreach 1-3 weeks* 2-4 hours
Interview Preparation
& Execution1-3 weeks**
4-6 hours+, depending on
number of interviewees
Post-Interview
Follow-Up Emails
2 days (day of interview &
day content is live)1-2 hours
*Outreach will last several days or a few weeks and is dependent on how quickly experts
respond to your emails. You will likely use up the hours 15 or 30 minutes at a time.
**Interview prep & execution will also last several days or a few weeks and is dependent
on the schedules of interested experts. Plan to allocate 30 minutes for each interview and
another 45-60 minutes to transcribe each recording.
KEY ACTIVITIES AND SCOPE
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
THE CHECKLISTS
The following lists outline separate tasks necessary to complete each part of the Expert ID
and Interview process. The points for each part of the process are given in checklists, rather
than in ordered and numbered steps. Although the points are presented in essentially the
order in which they are likely to be carried out, strictly following the order isn’t necessary.
EXPERT IDENTIFICATION CHECKLIST
Dene the purpose of the person to be involved: an SME or an
inuencer?
■ A subject matter expert is a person who has deep knowledge
on a particular topic. An SME may not have a signicant
social presence; however, the individual may be known within an
industry because of the company he or she is aliated with or
via industry conferences.
■ An inuencer might also be an SME but is a person with a
signicant social following.
Always look for candidates outside the company you’re creating
content for, but you may use internal experts – within your own or
your client’s company as well. External participants help ensure you’re
creating unbiased content.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Determine how many total experts you need to interview for the
content. Ideally, you’ll have at least two external experts. Three to ve
experts is usually enough. Subsequently, you’ll need to plan to contact
eight or ten, or maybe a few more. For larger projects, or projects that
encompass showcasing “The Number One Security Issue According to
20 of the Industry’s Top CTOs,” for example, you’ll obviously need to
cast a wider net and reach out to 50 or so.
Search for experts using these tools.
■ HARO: Help A Reporter Out, a free publicity tool that connects
journalists with experts. For instance, you can post something like,
“Looking for CIO to talk about implementing DevOps.”
■ Anewstip (paid), a website where you can search for journalists by
what they tweet about.
■ BuzzSumo (paid), a search tool that lets you browse the most
shared content for a topic. For example, you can search “expert
interview topic” to nd which experts are quoted a lot in the media.
■ Email Checker and Email Verier are tools that enable you to
verify an email address. You may nd a person on
LinkedIn who works for a particular company, and you may
have an idea of how that company constructs its email addresses,
such as [email protected]. These tools will conrm
whether you have a legitimate address.
■ Connect is a tool you can use to nd contacts based on a
company and job title. Search rst by company and then browse
through the list of titles. This can be useful when you want to talk
with someone with a particular title, such as CIO, and who works
for a certain type of company, such as a large enterprise.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Determine who has a social presence or inuence around the topic by
checking LinkedIn forums and Twitter (search for related hashtags).
Check out the speaker lists at industry-specic conferences.
Consider dierent tactics for dierent industries. For example,
checking out blog forums and YouTube channels might garner experts
who are popular with consumers (for a B2C company), whereas
LinkedIn and industry-specic media outlets might be more eective
for nding CIOs who write about implementing DevOps and other ways
to improve productivity and time-to-market speed.
Depending on the project, you may look for companies or individuals.
For example, searching for a company that uses DevOps methodology
(not all do) is the right rst step for nding an individual – likely an IT
executive – who can then speak about issues related to DevOps.
Finalize your lists of SMEs by prioritizing the experts you’ve identied.
The easiest way to do this is to categorize them into three tiers, with
Tier 1 containing your most desirable candidates.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Begin by sending emails to Tier 1 candidates. Introduce yourself and
the content; follow up as necessary. After 5 business days, send a
follow-up email.
After another 5 business days, if you’ve followed up with still noresponse, it’s time to put that expert into the “Didn’t Respond” pile and
move on to someone in the next tier.
When an expert responds with interest, send more information about
the project and immediately begin scheduling the interview. Schedule
interviews to be approximately 30 minutes; follow-up interviews or
emails can happen after the interview, if necessary.
Be sure to properly set their expectations. Will there be payment
involved? You much also divulge upfront that the piece of content will
be used in content marketing eorts.
Determine goals for the interview process. Are you looking to get
direction for the content, quotes and details, or validation on your idea?
Knowing the goal will help you ideate a pertinent set of questions.
OUTREACH CHECKLIST
INTERVIEW PREPARATION CHECKLIST
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Have your list of questions open in front of you to easily move through
the interview. You may want to jot down notes, but don’t focus on
that – you can listen to the recordings afterwards to get more detailed
notes.
Listen attentively as the interviewee answers questions and ask
thoughtful and related questions that pertain to the answers. It’s okay ifthis process means you don’t get to all the questions on your list; it’s
better to ensure the interview is a conversation that ows naturally.
Give your interviewee time to fully answer a question. Not everyone
speaks at the same speed, so be patient. Having ten seconds of “dead
air” is preferable to rushing to the next question and potentially cutting
o an answer.
An open-ended wrap-up question provides the interviewee with an
opportunity to add thoughts on any issues not previously covered.
When you conclude the interview, thank the person again for his or
her time and conrm whether it’s okay to follow-up as necessary when
you’re reviewing notes and writing the content.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
POST-INTERVIEW FOLLOW-UP EMAIL CHECKLIST
Shortly after the interview (within 24 hours), send a follow-up email
thanking the expert and requesting a headshot, as well as how his
or her name and title should appear. It’s customary to include in the
content an acknowledgements page where you thank the SMEs and
highlight their credentials.
After the content is complete and live, follow up with each expert and
include the following items:
■ Another thank-you for his or her participation
■ A link to the content
■ A request to share the content with their networks, along with
the social share messaging (which will be created along with other
promotional assets) to make the sharing process easy
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
These sample emails can be used as a guide and tailored as necessary to meet your
project’s needs.
SAMPLE EMAILS
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line: Expert Input on new ebook exploring new roles in big data management
Hello Bruce,
I’m working on a new ebook, tentatively titled “Identifying the Emerging Skillsets
Necessary to Manage Data and Database Technology,” which will strive to define
new roles in data management such as Chief Data Officer and Chief Analytics
Officer, as well as the accidental DBA and the accidental Data Architect.
We’d be honored to interview you and feature your experiences with helping tech-
nology teams find IT staff in this new ebook.
The ebook, a project sponsored by Company Name, will explore ways that CEOs,
CTOs, and IT directors can gain insights into these new roles, as well as discoverways to acquire and integrate the necessary skills into a business’s workflow.
Our next step would be to set up a 30-minute phone call (or we could send you a
quick Q&A sheet, if you prefer) sometime in the next week or so, and then we’ll
feature your answers and insights in the ebook. Or we could connect with someone
else at Expert’s Company, if you think they’d be a better fit for this ebook.
Is this something you’d be interested in?
From; Sender
Subject Line Should:
1. Describe what you’re
after (expert input)
2. Identify the project
(ebook)
3. name the topic
Be sure to use their
rst name.
INITIAL EMAIL
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
These sample emails can be used as a guide and tailored as necessary to meet your
project’s needs.
SAMPLE EMAILS
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line: Expert Input on new ebook exploring new roles in big data management
Hello Bruce,
I’m working on a new ebook, tentatively titled “Identifying the Emerging Skillsets
Necessary to Manage Data and Database Technology,” which will strive to define
new roles in data management such as Chief Data Officer and Chief Analytics
Officer, as well as the accidental DBA and the accidental Data Architect.
We’d be honored to interview you and feature your experiences with helping tech-
nology teams find IT staff in this new ebook.
The ebook, a project sponsored by Company Name, will explore ways that CEOs,
CTOs, and IT directors can gain insights into these new roles, as well as discover
ways to acquire and integrate the necessary skills into a business’s workflow.
Our next step would be to set up a 30-minute phone call (or we could send you a
quick Q&A sheet, if you prefer) sometime in the next week or so, and then we’ll
feature your answers and insights in the ebook. Or we could connect with someone
else at Expert’s Company, if you think they’d be a better fit for this ebook.
Is this something you’d be interested in?
From; Sender The rst paragraphdescribes the project.
The second includes a
personal bit – you know
the expert’s experience andplainly state what you want
from the expert.
INITIAL EMAIL
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
These sample emails can be used as a guide and tailored as necessary to meet your
project’s needs.
SAMPLE EMAILS
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line: Expert Input on new ebook exploring new roles in big data management
Hello Bruce,
I’m working on a new ebook, tentatively titled “Identifying the Emerging Skillsets
Necessary to Manage Data and Database Technology,” which will strive to define
new roles in data management such as Chief Data Officer and Chief Analytics
Officer, as well as the accidental DBA and the accidental Data Architect.
We’d be honored to interview you and feature your experiences with helping tech-
nology teams find IT staff in this new ebook.
The ebook, a project sponsored by Company Name, will explore ways that CEOs,
CTOs, and IT directors can gain insights into these new roles, as well as discover
ways to acquire and integrate the necessary skills into a business’s workflow.
Our next step would be to set up a 30-minute phone call (or we could send you aquick Q&A sheet, if you prefer) sometime in the next week or so, and then we’ll
feature your answers and insights in the ebook. Or we could connect with someone
else at Expert’s Company, if you think they’d be a better fit for this ebook.
Is this something you’d be interested in?
From; Sender
Another paragraph that
claries that the project is
sponsored by a company.
Some experts might
prefer to provide
answers and insights
in written form.
Next steps followed by an
out for the expert while asking
for someone else at their
organization who might be a
better t for the project.
INITIAL EMAIL
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line re: Share DevOps Insights in New Book?
FIRST FOLLOW-UP:
Bruce,
Just touching base to see if you’d like to be involved in this new ebook sponsored
by Company, or if there’s someone else we should connect with at Company.
Let me know if you’d like me to send the questions your way. Thanks!
SECOND FOLLOW-UP:
Bruce,
We are wrapping up the contributor phase of development for this new ebook on
DevOps culture sponsored by Company.
If you’d like to share your advice on moving toward a DevOps culture, let me know
and we could set up a quick 30-minute call sometime in the next week to get your
insights for this new project.
From; Sender
From; Sender
FOLLOW-UP EMAILS, AFTER NO RESPONSE TO ORIGINAL MESSAGE
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line re: Share DevOps Insights in New Book?
Hello Jane,
I’m just checking in to see if you might be available for a quick call Tuesday
(between 9am and 1pm) or Wednesday (between 1pm and 4pm) of this week? (All
times MST .)
I appreciate your time.
From; Sender
FOLLOW-UP EMAIL, AFTER EXPERT AGREES TO AN INTERVIEW BUT DOESN’T
RESPOND WITH AVAILABLE TIMES
Give a couple available
times and verify time
zone.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line re: Proactive Security ebook conversation - follow-up
Jane,
Thank you again for speaking with us today. Your insights will be helpful to our
efforts, and we appreciate your time.
We are acknowledging all our contributors in the ebook. When you have a moment,
will you send me a headshot (300dpi; 720 pixels wide) and indicate how you’d like
your name and title to appear? Thank you.
I’ll be in touch in case we need clarification on the points we covered today, but I’ll
also keep you posted on the ebook’s progress, so you know when it’s available.
From; Sender
POST-INTERVIEW WRAP-UP
General thank you.
Ask for a photo and
name/title. Giving
the photo specs can
help ensure you get a
high-quality photo.
Let them know
you’ll be in touch for
clarication and/or
when the content is live.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
888.603.7337 [email protected] @relevance relevance.com/agency
Compose
Inbox
Junk
Reply Reply all
Drafts
Sent
15
99
7
20
Avaliable
Subject Line: Company’s Awesome New Ebook Launches!
Hi Jane,
I wanted to thank you again for allowing us to feature your insights in the new
Company ebook, live link goes here.
The new guide to data security and risk management launched this week, and we
hope you’ll consider sharing this new ebook with your community!
If you’re willing, please consider sharing the ebook with a quick tweet on Twitter or
post on LinkedIn.
From; Sender
CONTENT IS LIVE NOTICE
Here, specify the
content’s topic.
Another quick thank
you plus the link to
the content.
Let them know it is
indeed live and ask
them to share it.
Provide written
social share buttons
to make sharing easy.
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TAPPING INTO SUBJECT MATTER EXPERTS
FOR CONTENT MARKETING SUCCESS
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Fax: 317. 575. 8904
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