Ep. 141: How B2B Companies Can Leverage SMEs for Strategic Differentiation

Many B2B companies talk about trying to have some kind of strategic differentiation, yet they resort to creating content that is generic and not insightful. How can they turn this around and provide a perspective that’s truly differentiated and helps to build them as an authority in their space? The answer lies in how content marketers can leverage the company’s subject matter experts (SMEs). That’s why we’re talking to B2B content marketing and AI expert Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) about how companies can utilize SMEs for strategic differentiation. During our conversation, Jeff explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.