How to Build Content Collaboration Pipelines with SMEs

You’ve got a content strategy in place—topics set, timelines ready, and goals clear. But something’s missing: expert insights that turn content from good to great.

Think about your sales rep, who knows exactly what’s on your customers' minds, or the product manager who built your solution from the ground up. They have the “un-Google-able” knowledge that adds unique value to your content.

Yet, according to CMI’s 2024 Outlook, 39% of marketers struggle to access SMEs. The challenge? Getting that expertise without making it feel like extra work for them or a hassle for you. Without their input, your content risks being generic or off the mark.

In this article, we’ll show you a practical framework for collaborating with your internal subject matter experts (SMEs) and stakeholders to gather insights that create high-impact content—while keeping the process smooth and manageable for everyone involved.

Why SMEs Are Your Secret Weapon for Content Ideas

Creating content that truly resonates with your target audience isn’t easy. You can churn out blog posts, case studies, and white papers, but without depth and accuracy, they won’t hit home. Content lacking specialized knowledge from thought leaders or team members with extensive experience in a particular area falls flat, making it less effective at influencing buyer decisions.

Your marketing team can tap into the rich insights held by internal SMEs—like your sales team, who understand customer pain points firsthand, or your product team, who know every intricate detail of your solutions. Their specialized knowledge in their respective areas helps you create informative and deeply relevant content.

For example, when your product team rolls out a new feature, who better to explain its significance than the person who built it? Their in-depth expertise adds a layer of credibility that can’t be faked—turning casual readers into loyal customers.

And here’s a pro tip: You don’t have to start from scratch. Caroline Van Dyke, Head of Content at Skilljar, suggests leveraging existing resources like internal presentations, product update transcripts, or Slack threads.

By laying the groundwork, you can hand SMEs a solid draft and simply ask for their insights. It saves time and makes it easier for them to contribute—everyone wins.

Pitching the Value of Collaboration to SMEs and Stakeholders

SMEs are busy, and content creation isn’t their top priority. To get their insights, you need a pitch that aligns with their goals and shows how collaboration benefits them and the company—without adding to their workload.

Get Leadership Buy-In

Collaboration is much easier when leadership sets the tone. As Victor Ijidola, co-founder of Leaps, points out, when the message comes from the top, it sets the tone for the entire organization. When leadership champions collaboration, SMEs see it as a company-wide initiative with real value rather than a marketing task. It becomes tied to bigger goals and their own career growth.

Sell to People, Not Teams

Skyler Reeves, co-founder of Ardent Growth, advises pitching to individual SMEs, not the whole team. Learn what matters to them—whether it’s visibility, thought leadership, or showcasing expertise. Small gestures like a thank-you or a public shoutout go a long way in making them feel valued.

Be Flexible with Their Time

One size does not fit all when it comes to SME participation. As Ashley Faus, Head of Lifecycle Marketing at Atlassian, advises, being flexible is key. Offer them flexible participation options that fit into their busy schedules.

Can’t get them on a call? Use transcripts of internal presentations or product updates as a starting point and ask for their review. Short on time? Give them a draft to look over and add their final touches.

Erika Musser, Fractional Head of Content at Zenmaid, emphasizes keeping requests to SMEs specific and simple to avoid overwhelming them. Check out an example of how easy she makes it for them via a Slack message.

Source: LinkedIn

The more you tailor the process to their needs, the more likely they’ll say "yes" and become long-term collaborators.

Creating a Framework for Collecting Ideas and Insights

Once you have buy-in, the key is to make SME collaboration a repeatable, structured process that’s simple for everyone.

Profile Your SME

Take time to understand each SME’s expertise, communication style, and availability. Some may prefer presentations, while others are better suited to async collaboration.

Inspired by Linda Formicelli’s process, freelance writer Kelle Campbell suggests creating an SME profile to capture these details. This helps you tailor your approach and makes future collaborations smoother.

Plan Your Meetings

When meetings are necessary, keep them short and focused. Outline the agenda ahead of time and stick to it. Tailor the format—live meeting, call, or async collaboration—based on the SME’s preference. Tracking responses, as Linda Formicelli’s method suggests, helps keep things organized and efficient.

Leverage Existing Content

Instead of starting from scratch, use existing materials like transcripts from product calls, presentations, or Slack discussions.

Source: LinkedIn

As Caroline Van Dyke advises, this lets you build a draft that SMEs can refine, saving them time and focusing on valuable insights.

Asking the Right Questions for Un-Google-able Insights

Once you’ve secured time with an SME, asking the right questions is crucial to uncovering unique insights. Broad questions won’t cut it—you need to dig deeper for information that showcases their deep understanding of a specific area and makes your content stand out.

Proven Questions to Ask

Go beyond the basics. Instead of “What’s the solution?” try, “What’s a common misconception about this solution?” or “What’s the biggest roadblock clients face when implementing this?” These nuanced questions tap into the SME’s project management experience and encourage thoughtful, detailed answers.

Story-Based Questions

Make the conversation more human by asking about their career journey or the stories behind their solutions. This helps highlight their communication skills and brings out the teamwork involved in achieving major milestones. Fractional content marketer Bani Kaur’s approach of asking, “What was your first major project?” or “How did you get into this field?” helps create an engaging, relatable dialogue that readers connect with.

Source: LinkedIn

Tailor Questions to Their Expertise

Not every SME will be a fit for every question, and this is where freelancer writer Kiran Shahid’s matrix comes in handy.

Source: LinkedIn

The matrix categorizes SMEs based on their expertise and influence within the company, helping you identify the right person for the right content.

For example, an SME with deep technical knowledge but less public visibility might be ideal for detailed content, while someone with more influence and a broad understanding could provide high-level strategic insights.

Tailoring your questions to their expertise ensures you capture the most relevant, actionable content.

Avoiding Common Pitfalls in SME Collaboration

Working with SMEs can be tricky if you're not prepared. From unproductive meetings to overwhelming them with too many questions, things can go wrong fast. Here’s how to sidestep the common pitfalls and tap into their in-depth knowledge.

Unprepared Meetings

Nothing turns an SME off faster than showing up unprepared. B2B growth marketer Milica Maksimović’s advice? Always show up with a clear agenda and background research relevant to their particular subject. Don’t waste their time asking questions that you could’ve easily Googled. Demonstrating respect for their time management helps keep the conversation focused and unlocks more valuable insights.

Information Overload

Another quick way to lose an SME’s enthusiasm? Bombarding them with too many questions. Focus on what’s essential. Prioritize the key takeaways you need and break bigger topics into smaller, digestible chunks. This approach gives the SME space to offer deeper insights based on their expertise without overwhelming them.

Fight for Live Communication

Freelance writer Caroline Voaden’s tip: live communication is key to gaining better insights. A 20-minute call provides much more value than back-and-forth emails, as real-time conversations allow follow-up questions and clearer answers. Push for live interactions whenever possible to leverage their SME knowledge fully.

Avoiding these common pitfalls will help you build stronger relationships with SMEs and gather more valuable contributions, making your content stand out with their in-depth knowledge.

Finding External Expert Input When Internal SMEs Are Too Busy

Sometimes internal SMEs are too busy, and you need to look outside for expert insights. Don’t worry—it’s easier than you think.

Phone Calls Over Emails

Skip the endless LinkedIn DMs and emails. Skyler suggests a more direct approach—just pick up the phone. It’s faster, more effective, and more personal. If they don’t answer, leave a voicemail explaining that you’re seeking expert input. They’ll appreciate the personal touch and be more likely to respond.

Tap into Your Network

Freelance writer Rebecca Rosenberg’s tip: your network is a goldmine.

Source: LinkedIn

If internal SMEs are unavailable, reach out to trusted contacts in Slack groups or industry forums like Connectively (previously HARO). These spaces are full of professionals who love to share their knowledge. Start with people you know, and you’ll quickly gather the insights you need.

Use Podcasts and Community Insights

When other options are tapped out, turn to podcasts and social media. Look for relevant podcasts where experts have already shared their insights, and use those quotes in your content. Rebecca often embeds LinkedIn or Tweet insights directly into her articles, adding credibility. This approach is a quick and effective way to incorporate expert opinions without waiting on direct interviews.

Building Long-Term Collaboration Pipelines

Consistency is key to SME collaboration. Rather than starting from scratch every time, build a repeatable process for ongoing engagement, so you’re never scrambling for insights at the last minute.

Keep an SME Database

Don’t let valuable collaborations slip through the cracks. Maintain a simple database to track who you’ve worked with, their expertise, and how they prefer to collaborate—whether async, live calls, or email.

Kelle’s method involves maintaining a worksheet to track SME interactions. You can build on that idea by creating a full-fledged database, noting everything from how they prefer to contribute (async, live, or via email) to the specific topics they’re best suited for. This way, you’ll always know exactly who to reach out to for specific content needs.

Send Quarterly Emails

Keep the collaboration active with regular touchpoints. A quarterly email outlining upcoming content opportunities makes it easy for SMEs to contribute, whether through a quick interview, reviewing a draft, or offering background info. The easier you make it, the more likely they’ll say “yes.”

Start Small, Build Momentum

SME collaboration doesn’t have to be overwhelming. Start with one or two experts, build rapport, and fine-tune your process. Once the system is in place, involving more SMEs will feel natural—and even fun.

And the best part? With Relato’s tools, you can manage the whole process—briefs, drafts, deadlines, and all—without the usual headaches of disjointed communication.

Ready to streamline your SME collaboration process? Relato’s platform can help you manage everything from briefs to deadlines while keeping your team connected and your content flowing. Sign up for early access today.