Most chamber pros understand the importance of content. They also get how hard it is to create good quality content that the community will find valuable.
That takes time.
Savvy chamber professionals reach out to members to act as content creators. This can be leveraged as a form of non-dues revenue (like in an advertorial on a subject the member knows well, such as a CPA writing about new tax changes for business). It also benefits the member business because it presents them as a subject matter expert.
In theory, approaching a member to provide content for you is a benefit for everyone. The chamber gets good content to share. The member gets spotlighted for their knowledge. And the community receives a valuable resource from a source they can trust.
Winner. Winner. And Winner!
But what do you do when that content source says they’ll get something over to you and then doesn’t?
You’ve saved the spot on your blog, newsletter, or website…
Spin Sucks had a few suggestions for working with content creators on their blog yesterday. Gini Dietrich suggested you could interview them and pull content and quotes from that or get their creative juices flowing by sending them articles for comment. Both are solid ways to prime the pump. Here are a few more:
3 Ways to Squeeze Content Out of Subject Matter Experts
- Assign a topic to them and some suggestions on what you want them to address. Sometimes getting over the hump of generating the idea is the biggest hurdle. Then give them a completion date and remind them as the time approaches.
- Provide a question you’ve received about the topic. Some people have a mental block when it comes to “writing an article” but are happy to provide the answer to a specific question.
- Leverage the power of competition. Provide your subject matter expert with content their competition wrote. Ask them to comment. You could also create an article on the subject at hand and ask for feedback and quotes from all members in that industry. That way, your subject matter experts know if they don’t give you a quote, they won’t be featured and their competition will.
Finally, don’t feel like written content is the only option. There are many different forms of media you can use. If a subject matter expert can’t get the proverbial pen to paper, do as Gini advised and interview them recording your conversation (with their knowledge, of course). Ask them to participate in a Livestream Q&A on a topic. Record an interview and make it part of a podcast. Ask them for stats and create an infographic or a “did you know” stat meme.
There are many variations that will thrill your audience and make the most of the little time all of us have.