You want to make sure that your writing provides customers with useful insights without coming across as fluffy.
A key part of beefing up your content and making sure all the facts check out is maintaining a solid pool of subject matter experts. These individuals have special in-depth knowledge and are the type of people writers and marketers rely on for background information or technical details when seeking to gain a better understanding of customer needs. These experts give your blog content inherent authenticity and credibility, and help build a foundation for relevant and engaging content.
The hard part is locating these information all-stars. Subject matter experts have a special skill set, attitude and personality. Not just anyone at your organization can be considered to fill this role, so how do you choose? Experience, communication skills and a unique understanding of customer needs are required to be a successful asset to your content development.
How to start finding internal experts