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Marketing is changing faster than ever. AI is reshaping workflows and content strategy, budgets are tighter, attribution needs to be crystal clear, and more companies are competing for the same audiences. This is especially true in highly technical industries like cybersecurity, where buyers want real expertise, real insights, and proof that you understand their challenges.
Most marketing teams lack the technical expertise to produce content that resonates with a technical audience. They need subject matter experts (SMEs) who understand the complexities of the industry. Yet according to the Content Marketing Institute, 33% of marketers say getting time with SMEs is their number one blocker to producing effective content.
In cybersecurity, this challenge is magnified. Two-thirds of organizations report talent shortages, and half of cybersecurity professionals expect to burn out next year. With fewer experts carrying heavier workloads, getting their time for content creation becomes increasingly difficult.
Companies that figure out how to tap into SME expertise will win in the long term. Let's explore practical frameworks for collaborating with SMEs to create content that's both accurate and engaging.
Why SME-Driven Content Matters
Using SMEs in content creation establishes trust between your brand and your audience. This is especially critical in technical fields where credibility determines marketing success.
For marketers without technical backgrounds—which is most of us—finding confidence in your content can be challenging. As Maria Velasquez, Chief Growth Officer and co-founder of Cybersecurity Marketing Society, puts it: "As a marketer, you usually have a hard time finding confidence in your content if you don't come from a technical background. And let's face it, most marketers don't."
In a world where AI creates "sameness," SME-driven content provides a critical differentiator. When everyone can produce generic content with a few AI prompts, the unique insights from your technical experts become invaluable.
When technical buyers see content that resonates with their daily experience and challenges, they're more likely to trust your solutions. This authenticity builds credibility that generic content simply cannot match.
Finding Your Technical Experts
If you have internal SMEs, identify which ones are best suited for content collaboration. Are they on the product team? Engineering team? Do they prefer being on camera or writing blogs?
For organizations without the right technical talent in-house, build an external bench. "I'd find a freelancer," recommends Velasquez. "There are plenty out there that are marketers, true marketers. They understand content strategy... There are those marketers out there that are also technical and understand cybersecurity."
Develop a diverse bench of talent with different expertise and content preferences. Velasquez advises: "Why not have a bench of different types of talents and skills? Because of course there's bandwidth, there's availability."
Look for self-identifying SMEs within your organization. Velasquez notes: "Sometimes they self-identify and they say, yeah, actually, I love writing about that or I love writing technical blogs... Or they just write on their own and just say, hey marketing, by the way, I wrote this. I didn't know what to do with it. Do you want it on the website?"
Another effective strategy is building relationships with team leaders in technical departments. These leaders can often recommend team members who would be well-suited for content collaboration.
The SME Engagement Framework
When engaging with SMEs, start small and be mindful of their time constraints. Overwhelming them with an entire year's content strategy is a common mistake that can damage the relationship before it begins.
Instead, set realistic expectations with manageable requests. Start with a one-time collaboration and if they enjoy it, they'll likely return for future projects.
A video-first approach yields the most content from a single session. From one webinar, you can create blogs, social media snippets, and cheat sheets—maximizing their time investment.
Be clear about time commitments. Velasquez suggests asking for "a couple hours once a quarter" with the promise that you'll make the most of their limited time.
Build authentic relationships through casual interactions and personal connections. These relationships make SMEs more likely to prioritize your requests.
Many SMEs want to build their personal brand, and as Velasquez notes, "marketing is that perfect vehicle" for them to do so.
Extracting Maximum Value
When sitting down with an SME, preparation is key. Don't begin by asking them what to write about—come with data, audience insights, and trending topics that align with their expertise.
Focus on topics they're already passionate about and familiar with. When SMEs discuss subjects they genuinely care about, the content becomes more engaging and authentic. Consider topics they've previously presented on at conferences or internal meetings where they already have developed thoughts and confidence.
The most valuable content often comes from capturing authentic "day in the life" insights that can't be found through a simple Google search. Velasquez shares an example: "If they say, 'I am so stressed from the amount of alert fatigue that I get from my security tech stack over the weekend, and it's prevented me from having good quality time with my family.' That's marketing content right there."
These emotional realities of your target audience create compelling angles for your content. "We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen," Velasquez reminds us.
As buying committees expand in technical fields, consider developing content for different stakeholders. If your analytics show CFOs downloading ROI-focused content, develop more content targeted to financial decision-makers. This might mean engaging with financial SMEs in your organization.
Maintaining Strong SME Relationships
Once SMEs have contributed to your content, ensure they see the impact of their time investment. Internal marketing is crucial for showing appreciation and demonstrating results.
Create regular communication channels to highlight SME contributions, whether through internal newsletters, Slack updates, or team meetings. These efforts not only show appreciation but also help SMEs build their internal reputation.
When possible, connect their content contributions directly to business outcomes. As Velasquez puts it: "Shout out to so and so. Thank you for helping us on the webinar. We had this many attendees and the sales team was able to book two meetings from that. I mean, look, you tie it to revenue. That's gold right there."
Avoid common mistakes that can damage SME relationships. Don't overwhelm them with requests, waste their time with poorly planned sessions, or fail to follow through on content they helped create. Remember that their primary responsibilities lie elsewhere.
Building a sustainable cadence for SME engagement ensures long-term success. Be clear about time commitments, follow through on your promises, and make the collaboration as efficient and painless as possible.
In an AI-driven world where generic content is increasingly easy to produce, SME-driven content provides a crucial differentiator. As Velasquez puts it: "If they can find what's in your content with a simple Google search and everybody else is writing the same thing, then it's not valuable." Successfully engaging SMEs requires understanding their preferences, respecting their time, building authentic relationships, and showing appreciation for their contributions. Remember that even in B2B marketing, we're ultimately selling to humans, and the authentic experiences of your SMEs create connections that generic content cannot match. Start building your SME relationships today—the future of your content strategy depends on it.
