To SME or Not To SME

The Case for Hiring Writers

Who should create content for you? A writer or a subject matter expert? A lot of marketers think, “We gotta find a SME.” Yes, that means “Subject Matter Expert,” and I’m using the acronym here only because I like it as a blog post title (Otherwise, I avoid acronyms).

The argument for hiring a SME to write blog posts or feature content goes like this: A subject matter expert speaks with the correct industry terminology, can write from experience directly to the audience, and can create content quickly and accurately.

Hire this subject matter expert to fix your brakes. Hire a writer to write blog posts.

While that’s a good theory, you could also experience this: A SME’s experience is limited or over-stated, they write from narrow assumptions, and their content will require editing for clarity, grammar, and structure. And you’ll need a good editor to fix it.

What happens when you hire a writer? With a journalism background and marketing style, a writer will ask questions about the audience, goals for the content, and brand voice. Then she will research the topic, interview credible sources, and compose a draft. She’ll edit the piece for accuracy and composition, and submit a story you can post with confidence.

Yep, this is theoretical, too, but it’s a far better bet. I know, I do this for a living. You can find a SME who can write, and if you do you should work with them. It will, however, be far easier to find an experienced writer who knows how to interview other experts, a writer who is a curious and passionate storyteller.   

Ask Dumb Questions. Make No Assumptions.

Let me share a story about curiosity and dumb questions. I was beginning a long-term project for a multi-national company. My job was to tell stories that could help change employee behavior to improve workplace safety. I knew nothing about the industry, but I was curious. During one of my early meetings with the internal communication team, I raised my hand to ask about an acronym I’d heard a few times. I assumed mine was a dumb question, but I stopped fearing dumb questions years ago. I asked, “what do those initials mean?”, and the speaker, a subject matter expert, didn’t know. She had an idea what it meant in context, but she exhibited no confidence. My goal was not to embarrass her but to tell an accurate story; I needed to know what it meant.

The experts, it appeared, spent so much time talking to each other in code they assumed everyone understood. My question changed the story. As much as I dislike acronyms, they are not the main problem here. The storytelling problem here is that some people don’t ask all the questions. When content marketers rely on subject matter experts, they run the risk of simply talking at each other, and not communicating clearly with an audience.

You should hire content creators to create your content. A writer or producer with experience in asking questions, uncovering stories, and working material through a story arc is your best content creator. And they’ll interview your experts. They’ll ask all the questions – especially the dumb ones. They’ll dig in to get the proper language and tone to make your brand shine.  

I approach writing projects from a journalist’s perspective. Ask the questions, all the questions, and assume nothing. Good storytellers – writers, video producers, visual artists – need to consult with subject matter experts to create relevant content. When trained writers and producers brings those skills to content marketing, the storytelling differences are clear.

Last month, I wrote about CNC machining tools, electrical safety, gardening, social media trends, and small-business employee retention. No one would call me an expert in any of these subjects. I could be your subject matter expert in skiing, some motorcycle industry topics, a few DIY home repair areas, and business storytelling. But I’m a writer first.

Hire content creators who bring a journalist’s perspective to their work. Curious writers will find subject matter experts as sources of information, and they’ll deliver expertise with storytelling style that will impact your audience.