6 Ways to Start Subject Matter Experts          Thinking Like   Content Marketers    www.pamdidner.com | gplus.to/pamdidne...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Vince Giorgi (...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       “The most valu...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       GREA T        ...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Also, Vince as...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       I’ve tried mul...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       But, I’ve yet ...
#1THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Paint the   ...
#1THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Make sure SM...
#2THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Focus on the...
#2THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       It’s easy fo...
#3THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Provide a Te...
#3THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Make life ea...
#4THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Show - don’t...
#4THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Share sample...
#5THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Appeal to th...
#5THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Identify com...
#6THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Settle for  ...
#6THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Don’t expect...
THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS                                       Are you tr yin...
www.pamdidner.com        gplus.to/pamdidnerPam@Didner.com           linkedin.com/in/pamdidnertwitter.com/pamdidner    slid...
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Six Ways to Start Subject Matter Experts to Think Like Content Marketers

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My own thoughts to get subject matters experts to think like content marketers. Vince Giorgi of Hanley Wood Marketing offers additional recommendations to train Subject Matter Experts to think like Content Marketers. Thank you, Vince!

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Transcript of "Six Ways to Start Subject Matter Experts to Think Like Content Marketers"

  1. 1. 6 Ways to Start Subject Matter Experts Thinking Like Content Marketers www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  2. 2. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Vince Giorgi (of Hanley Wood Marketing) commented on a blog post* I wrote regarding managers’ roles in leading SMEs... *My post: “Your company is ready to launch a social media effort. Now what?” www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  3. 3. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS “The most valuable role of the social media manager is to influence SMEs to think like content marketers.” www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  4. 4. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS GREA T IDEA! www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  5. 5. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Also, Vince asked me... Do you have any best practices to share? www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  6. 6. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS I’ve tried multiple ways to motivate SMEs: ‣ Obtaining mandates from senior managers ‣ Providing social media training to SMEs ‣ Recognizing content marketing behavior with monthly gift cards or other incentives ‣ Publicizing peer group efforts to leverage content marketing and having it included in their performance evaluations www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  7. 7. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS But, I’ve yet to find The HOLY GRAIL So I reached out to Vince to discuss our approaches, and this is what he shared... www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  8. 8. #1THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Paint the BIG PICTURE www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  9. 9. #1THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Make sure SMEs understand the strategic objective. Are we... ‣ Building awareness for growth? ‣ Differentiating value proposition from the competitors? People give more commitment once they understand the cause theyre being asked to support www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  10. 10. #2THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Focus on the small picture www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  11. 11. #2THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS It’s easy for SMEs to get overwhelmed with BIG PICTURE concepts. Suggest they ‣ Think about customer pain points or product performance issues ‣ Identify one key component of the broad topic that might be usefu Have them try to explain this single piece causally, as if talking to a neighbor across the back fence. Point out to SMEs great content already exhists at their desks, on their workbenches, and in their labs www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  12. 12. #3THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Provide a Template www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  13. 13. #3THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Make life easier for SMEs with a template In their book, “Content Rules”, Ann Handley and C.C. Chapman describe how content managers at Kodak have developed what is essentially a fill-in-the-blanks template for SMEs. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  14. 14. #4THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Show - don’t just tell www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  15. 15. #4THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Share samples you find effective (and analyze what works). Take content SMEs have already developed and show them how it can go further. webinars blog posts www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  16. 16. #5THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Appeal to their COMPETITIVE INSTINCTS www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  17. 17. #5THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Identify competing organizations with SMEs that are building thier personal brands in the process Foster friendly competition by noting who is gaining downloads and social sharing from their: ‣ Tweets ‣ Videos ‣ Posts ‣ White papers www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  18. 18. #6THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Settle for HALF A LOAF www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  19. 19. #6THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Don’t expect every SME to develop pieces start-to-finish Pair those who need it most with a writer who can turn their ideas into stories. What you really need from SMEs are relevant topics, meaty insights, and useful takeaways. www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  20. 20. THINKING LIKE SUBJECT MATTER EXPERTS6 WAYS TO START CONTENT MARKETERS Are you tr ying something new to fur ther engage your SMEs? THE END www.pamdidner.com | gplus.to/pamdidner | @pamdidner | facebook.com/PamDidner
  21. 21. www.pamdidner.com gplus.to/pamdidnerPam@Didner.com linkedin.com/in/pamdidnertwitter.com/pamdidner slideshare.net/pdidnerfacebook.com/PamDidner pinterest.com/PamDidnerCONNECT!
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