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Doing Content Marketing in the Tech Space? – You Need Subject Matter Experts, Pronto

September 25, 2015 - Content Marketing -
By: Chris Riley

Raise your hand if you have this problem:

You’re smart. You know how to research. You know how to write. But guess what? Subject matter experts in the Internet of Clouds in SaaScurity DevIDK know you’re not. And that’s probably because you don’t have a technical background. Sigh. You knew you should have listened to your dad about studying CS. It’s too late, though! You’re a marketer for life.

Learning all this stuff now is difficult. Also, you’re so busy you have approximately thirty two and a half deadlines due yesterday. It’s all good though, because you know that no one would believe you’re an expert anyway because you’re a marketer and no one cares what you think. It doesn’t really matter anyway, because if you don’t get it just right, some developer is going to nail you for it. Publically. You can’t have that happen, because it will cause a chain reaction across the universe, forcing your boss to freak out because OMG ONE PERSON yelled at you in the Twitterverse who has 3 friends, and it’s the end of the world! Everything is imploding!!

So you search and search for relevant content to share, but guess what? It’s all from your competitors. Terrific. Can’t share that.

Right, onto the next plan – which is… I don’t even… WTF are you supposed to do?

OH YEAH. Build your content marketing from the knowledge of real subject matter experts. Easy, right?! Wrong. Those people are busy too.

But if you can get subject matter experts on board to author a series for you, you’ve struck gold. It’s hard, but possible. Here’s how to get them to do it:

  1. Explain that by sharing their expertise with the world,
  • The community will notice.
  • They’ll become an internet celebrity.
  • They will be offered speaking positions in conferences and Meetups.
  • They’ll be a rock star at work. Coworkers will start to notice them.
  • Their boss will notice. Heck, maybe they’ll get a promotion.
  • Everywhere they go, they will be given serious high fives.

2. Pay them to do it. More incentive.

Seriously, it’s a life changing situation that can give anyone the competitive edge they need to skyrocket their career. That’s a big deal, because you can’t just be good at one thing anymore. To get ahead in your career today, you have to be good at public speaking and writing, you need to have a social print on the web, and you have to do all of this on top of whatever else it is you do. You may as well get started now, because that covers a lot of bases.

If you don’t want to search for subject matter experts by hand because, let’s face it, you’re busy and you don’t already have those relationships, try a service like Fixate.io. Fixate connects real professionals in their fields to companies who need content from experts. It’s a win win situation.

About Amber

Amber Kaplan is at her core a passionate storyteller with visual and writing chops. She is also a full stack marketing consultant, video producer, and creative director in San Francisco. She brings with her more than 10 years of interdisciplinary creative, social, organizational, and analytical experience across the tech, online video, entertainment, and hospitality industries.

In her spare time she runs marketing at the Disposable Film Festival, hangs out with her cats named after South Park, uses food as a vehicle for hot sauce, plans epic adventures abroad, and speaks in the third person.



Chris Riley (@HoardingInfo) is a technologist who has spent 12 years helping organizations transition from traditional development practices to a modern set of culture, processes and tooling. In addition to being a research analyst, he is an O’Reilly author, regular speaker, and subject matter expert in the areas of DevOps strategy and culture. Chris believes the biggest challenges faced in the tech market are not tools, but rather people and planning.

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