Conference: Oct 5-6
Workshops: Oct 7
How to Leverage SMEs for Content Production (Without Wasting their Time)
Abigail G. Lind (Owner & Chief Content Officer, Abigail Grace Writing)
Alexandra Mills (Commercial Marketing Supervisor, Nucor Corporation)
Date: Monday, October 5
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Audience Level:
Intermediate
Track:
Content Strategy
Vault Recording: TBD
Audience Level: Intermediate
The highest-performing B2B content is a mix of industry-specific thought leadership articles, case studies and data sheets — but the SMEs who know these details best have the least time to crank out the information that content marketers desperately want. If you work in the B2B space, your products and/or services are likely complicated and highly technical, but some information gets lost in translation from the language of engineers down to what actual buyers need to hear. Your content should bridge the gap between technical details and value differentiation for decision-makers.
How does a small marketing team efficiently leverage company-specific expertise to build a content pipeline that leads to a results-driven marketing and sales funnel?
Get an inside look at how Nucor, a Fortune 500 B2B steel manufacturer, and its content writing consultant, Abigail Grace Writing, tackled this issue. Learn how they leveraged SMEs and partners to streamline technical information gathering, then translated that process into effective brand-driven storytelling to drive engagement.
Takeaway
• Elevate your content by leveraging SMEs (without wasting their time)
• Build a compelling content pipeline (without relying on soulless bots)
• Collaborate across teams (without duplicating work)
• Publish high-performing content (without stuffing in keywords)