How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives.

How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives.

1. Subject matter experts are a key way to add real value to SEO & PR in 2025
Their credibility, insights, and authority offer something that AI can’t, by offering first-hand experience and expertise that goes above and beyond what’s already out there.
2. Expertise can come from a variety of sources
Not just formal qualifications - although those are great too! If you’re not sure who your subject matter experts are, take a look at your founders, who are likely to have an unparalleled understanding of your industry and your customers’ challenges. Your customer service or sales teams can also be a goldmine here, too.
3. Your subject matter experts should be involved in every step of content and digital PR.
This includes the ideation stage - conducting interviews with internal experts to identify trends and important topics that traditional keyword research might not pick up on. These insights can then feed into the creation and promotion stages, making sure that your experts are lending their expertise to both on- and off-site content.
4. To secure buy-in, make it about their visibility, thought leadership, and impact, not just “helping marketing.”
You need to showcase what’s in it for them - the opportunity to be recognised as an authority in their industry. Make their contributions as seamless as possible, scheduling in recurring catch-ups with a pre-set agenda to identify areas to focus on. Don’t ask them to proofread huge swathes of content - just the bits that matter. Make your ask as clear as possible.
5. Done well, SME involvement creates an ecosystem of expertise that compounds - building authority, trust, and growth over time.
This can then encourage further contribution, both from existing experts and emerging ones.

Transcript

1. HOW TO GET SUBJECT MATTER EXPERTS BOUGHT IN & ACTIVELY CONTRIBUTING TO SEO & PR INITIATIVES. 21st August 2025 - 9.30am - 10.30am.
2. MEET YOUR HOSTS. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? JAMES BROCKBANK. LIV DAY. Managing Director & Founder, Digitaloft. SEO Lead, Digitaloft. 15+ years experience running successful SEO strategies for everything from startups to enterprise brands. 5+ years of working both in-house and agency side, executing SEO, digital PR and digital marketing strategies.
3. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? HI, WE’RE DIGITALOFT… We help ambitious brands build brand demand, earn high-quality media coverage and editorial links that fuel SEO performance and drive long-term brand growth. We’re trusted by….
4. WHY YOU’RE REALLY HERE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Your team doesn’t have any true subject matter experts, and you need to figure out how to source them.
5. WHY YOU’RE REALLY HERE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Your team doesn’t have any true subject matter experts, and you need to figure out how to source them. You’ve got SMEs in the business, but they’re not engaging or giving you the time you need.
6. WHY YOU’RE REALLY HERE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Your team doesn’t have any true subject matter experts, and you need to figure out how to source them. You’ve got SMEs in the business, but they’re not engaging or giving you the time you need. When you do get input, it’s inconsistent, hard to scale, or stuck in endless approval loops.
7. WHY YOU’RE REALLY HERE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Your team doesn’t have any true subject matter experts, and you need to figure out how to source them. You’ve got SMEs in the business, but they’re not engaging or giving you the time you need. When you do get input, it’s inconsistent, hard to scale, or stuck in endless approval loops. You want a clear framework for securing buy-in and turning SME knowledge into content and PR that that adds true value to the topic.
8. TODAY, YOU’LL LEARN… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? How to identify, source, and approach the right SMEs; even if you don’t have any on your in-house team.
9. TODAY, YOU’LL LEARN… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? How to identify, source, and approach the right SMEs; even if you don’t have any on your in-house team. Practical ways to secure buy-in from busy experts and make participation worth their while.
10. TODAY, YOU’LL LEARN… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? How to identify, source, and approach the right SMEs; even if you don’t have any on your in-house team. Practical ways to secure buy-in from busy experts and make participation worth their while. Proven frameworks and workflows to capture SME knowledge with minimal friction.
11. TODAY, YOU’LL LEARN… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? How to identify, source, and approach the right SMEs; even if you don’t have any on your in-house team. Practical ways to secure buy-in from busy experts and make participation worth their while. Proven frameworks and workflows to capture SME knowledge with minimal friction. How to actually use SME insights to benefit your SEO and PR initiatives and where these can add real value.
12. WHAT IS A SUBJECT MATTER EXPERT? How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? A subject matter expert is a person of authority on a specific topic. They have deep knowledge and experience, making them the go-to person for questions, insights, and trusted guidance. Usually, this isn’t their primary job responsibility.
13. WHO ARE THE SUBJECT MATTER EXPERTS IN A BUSINESS? How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? SUBJECT MATTER EXPERTS. THE FOUNDER(S). PRODUCT SPECIALISTS. SALES PEOPLE. CUSTOMER SERVICE MANAGERS.
14. WHO ARE THE SUBJECT MATTER EXPERTS IN A BUSINESS? How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? SUBJECT MATTER EXPERTS. THE FOUNDER(S). PRODUCT SPECIALISTS. SALES PEOPLE. CUSTOMER SERVICE MANAGERS.
15. WHO ARE THE SUBJECT MATTER EXPERTS IN A BUSINESS? How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? SUBJECT MATTER EXPERTS. THE FOUNDER(S). PRODUCT SPECIALISTS. SALES PEOPLE. CUSTOMER SERVICE MANAGERS.
16. BUT WAIT, I DON’T HAVE ANY SUBJECT MATTER EXPERTS IN MY BUSINESS… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Being a subject matter expert doesn’t always mean formal qualifications. Most businesses have some that qualifies as an SME. Here’s how to figure out who is the best suited to being positioned as an SME… ➔ Who knows the most about the products you sell or the services you offer? ➔ Who is the go-to internal expert with questions on the sector? Who stays ahead of trends? ➔ Who talks to customers regularly and understands their challenges, questions, and feedback best? ➔ Who has the authority or credibility to speak publicly on behalf of the business? Sometimes, you’ll need to source third-party experts (especially in fields like health).
17. IF YOU DON’T HAVE ANY SMES, HERE’S HOW TO SOURCE THIRD-PARTIES… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Identify the kind of expertise you need.
18. IF YOU DON’T HAVE ANY SMES, HERE’S HOW TO SOURCE THIRD-PARTIES… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Identify the kind of expertise you need. Compile a list of potential experts via platforms like Qwoted, X, or TikTok.
19. IF YOU DON’T HAVE ANY SMES, HERE’S HOW TO SOURCE THIRD-PARTIES… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Identify the kind of expertise you need. Compile a list of potential experts via platforms like Qwoted, X, or TikTok. Introduce your shortlist to your brand and your ask (jump on a call with them here!)
20. IF YOU DON’T HAVE ANY SMES, HERE’S HOW TO SOURCE THIRD-PARTIES… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Identify the kind of expertise you need. Compile a list of potential experts via platforms like Qwoted, X, or TikTok. Introduce your shortlist to your brand and your ask (jump on a call with them here!) Share all viable options (including pricing) for your brand team to choose from.
21. USING SUBJECT MATTER EXPERTS MATTERS MORE THAN EVER IN SEO & PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Anyone can now write content on anything, in minutes, using AI, even if they know nothing about the topic. This means that the baseline for informational content, especially, has dropped to near zero.
22. USING SUBJECT MATTER EXPERTS MATTERS MORE THAN EVER IN SEO & PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? AI can write consensus content, but here’s what it can’t do (or fake). ➔ First-hand experience (what it’s like to actually do or use the thing). ➔ Unique perspectives that come from real world practice. ➔ The feedback and insights gained from actually speaking with customers and clients. ➔ Credibility that comes from an expert’s name, title and reputation. ➔ The unique selling points, and areas of differentiation, of your business. Without using SMEs, you’re only going to create the content that anyone else could. And doing the same as everyone else isn’t what helps you win in 2025.
23. USING SUBJECT MATTER EXPERTS IN SEO. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? E-E-A-T.
24. USING SUBJECT MATTER EXPERTS IN SEO. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? E-E-A-T. INFORMATION GAIN.
25. USING SUBJECT MATTER EXPERTS IN SEO. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? E-E-A-T. INFORMATION GAIN. INCREASING ENGAGEMENT.
26. USING SUBJECT MATTER EXPERTS IN SEO. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? E-E-A-T. INFORMATION GAIN. INCREASING ENGAGEMENT. BUILDING ENTITIES.
27. USING SUBJECT MATTER EXPERTS IN PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? JOURNALISTS DON’T WANT AI COMMENTS.
30. USING SUBJECT MATTER EXPERTS IN PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? JOURNALISTS DON’T WANT AI COMMENTS. PROOF THAT AN EXPERT IS REAL, NOT FAKE.
32. USING SUBJECT MATTER EXPERTS IN PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? JOURNALISTS DON’T WANT AI COMMENTS. PROOF THAT AN EXPERT IS REAL, NOT FAKE. A PUBLICATION’S OWN E-E-A-T.
33. USING SUBJECT MATTER EXPERTS IN PR. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? JOURNALISTS DON’T WANT AI COMMENTS. PROOF THAT AN EXPERT IS REAL, NOT FAKE. A PUBLICATION’S OWN E-E-A-T. ADDS CREDIBILITY TO STORIES.
34. SUBJECT MATTER EXPERTS ARE THE #1 WAY TO ADD VALUE. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? If you’re not using subject matter experts, your content and PR stories look like everyone else's. Using real experts to add value is one of the biggest opportunities that most brands are sleeping on. Use your people as assets to drive growth.
35. BEFORE WE TALK HOW TO USE SMES, THERE’S ONE GOLDEN RULE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? ‘Marketing team’ or ‘a spokesperson for’ are not subject matter experts. REAL PEOPLE. CREDIBLE AUTHOR PAGES & SOCIAL PROFILES. ➔
36. WHERE & HOW SUBJECT MATTER EXPERTS CAN ADD VALUE TO SEO & PR TEAMS. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? IDEATION. CONTENT CREATION. PROMOTION.
37. 1. USING SUBJECT MATTER EXPERTS DURING IDEATION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Here’s where subject matter experts can add value during ideation.
38. 1. USING SUBJECT MATTER EXPERTS DURING IDEATION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Coming up with content ideas & topics that keyword research or competitor analysis wouldn’t uncover. Coming up with PR campaign ideas & topics that are ahead of the curve; that are based on the things only the experts would know. Validating the things that customers (and the industry) do and don’t care about, and what the hottest trends are right now. Here’s where subject matter experts can add value during ideation.
39. 2. USING SUBJECT MATTER EXPERTS DURING CONTENT CREATION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Here’s where subject matter experts can add value during content creation. *’Content’ doesn’t just mean informational content
40. 2. USING SUBJECT MATTER EXPERTS DURING CONTENT CREATION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Sharing unique insights that add something new to the topic. Analysing competitor content to help identify gaps that could be covered. Providing facts and information for content to be created around. Here’s where subject matter experts can add value during content creation. Checking facts and information in content that’s been created. Being used as the assigned author (or ‘review by’ expert) for content. *’Content’ doesn’t just mean informational content
41. 3. USING SUBJECT MATTER EXPERTS DURING PROMOTION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Here’s where subject matter experts can add value during promotion (PR).
42. 3. USING SUBJECT MATTER EXPERTS DURING PROMOTION. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Providing proactive comments to be used in PR activity. Providing reactive comments to be used in PR activity. Becoming trusted & reliable experts that journalists come back to time and time again. Here’s where subject matter experts can add value during promotion (PR). Being someone who is interviewed by journalists or the media.
43. BUT HERE’S THE THING… GETTING SMES ON SIDE ISN’T EASY. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Sound familiar? ➔ You know how much the input of SMEs would transform your SEO, content and PR activity. ➔ But… you can’t pin down the people you need involved to contribute to your work. ➔ They don’t see it as their job. ➔ Getting their contribution feels like an uphill battle, or even an impossible task. It doesn’t have to be like this. You’re just asking them to invest their time without helping them to see the value in doing so.
44. “I DON’T WORK IN THE MARKETING TEAM”. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? “I’M TOO BUSY” “IT’S NOT MY JOB” “I’M NOT A WRITER” “I’VE GOT NOTHING OF VALUE TO SAY” Your job is to remove the barriers that make them reluctant to contribute.
45. WHAT DO SMES ACTUALLY CARE ABOUT? How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? SMEs don’t wake up excited about helping SEO and PR teams. But they do care deeply about their reputation, their visibility and their impact on the business. That’s the lever you pull. They care about… ➔ Career visibility - being recognised internally as a leader in their space. ➔ Thought leadership - building their reputation as a go-to expert. ➔ Impact - seeing their knowledge make a difference beyond their role. ➔ Recognition - knowing their contributions are valued and visible.
46. STOP MAKING THE ASK ABOUT ‘HELPING MARKETING’. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Ask the SME to share and showcase their expertise. Position their contribution, and therefore the ask, as raising their own professional profile, building the businesses reputation and authority in the market and giving customers a human face to learn from.
47. IT DOESN’T HAVE TO BE HARD TO GET SMES BOUGHT IN. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? You just need a proven process. MAKE IT UNDERSTOOD. MAKE IT EASY. MAKE IT RECURRING. MAKE IT SPECIFIC. ➜ ➜ ➜
48. 1. MAKE IT UNDERSTOOD. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Explain what it is you need them to do and how it helps the business. Share examples of how and where you’ll be using their insights. Make it clear why you’re asking them specifically, and why they’re best-placed to be involved. Map it to business priorities, where possible. Show what the gap would be without their input. Set the scene and make sure SMEs understand the why and the purpose of their involvement.
49. 2. MAKE IT EASY. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Interview them (if possible) instead of asking for written input; record and transcribe this. Make it clear you only need notes or summaries; you’ll turn it into fully drafted content and comments. Bundle request together; respect their schedules and make asks together for ease. Cut the complexity and make giving input as quick and easy as possible. Make sign off requests easy. If asking approval in a document, highlight what they need to approve rather than needing to read a full document. Only ask SMEs to contribute knowledge or insights, not to write content.
50. 3. MAKE IT RECURRING. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Schedule recurring “expert insight” sessions (monthly/quarterly) so input is captured consistently. Piggyback on existing rhythms; tack onto any existing team meetings that happen to make it easier. Batch capture input; collect insights in one sitting and drip-feed them into PR/content later. Build a regular cadence of involvement so this becomes part of BAU, not a one-off ask. Keep a living ‘comment bank’ and update it regularly so SMEs don’t start from scratch each time. Treat it like an ongoing partnership; reinforce that their role is continuous, not one-off.
51. 4. MAKE ASKS SPECIFIC. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Lead the discussions and sessions with questions, rather than broad and open topics. Define the scope and format up front; make clear if you need 2–3 bullet points, a quote, or a longer response from them. Highlight the key detail you’re looking for - stats, examples, stories, or opinions - not “anything you can share.” Be clear and focused so that SMEs know exactly what you need from them. Prioritise the most important points you need first so SMEs know where to focus.
52. GIVE THE SME THE RECOGNITION THEY DESERVE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? Don’t let the contributions of SMEs go unnoticed. Imagine contributing to something and never seeing the finished product. Share content (or coverage) they contributed to with them. Tag them in it on LinkedIn. Share it on the company Slack or in the all hands. Make them feel proud to be feature.
53. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? BIANNUAL PRODUCT EXPERT INTERVIEWS.
54. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? EXPERT INSIGHT CONTRIBUTION TO ON-SITE CONTENT.
55. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? OUTREACH OF EXPERT INSIGHTS.
56. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? AUTHORITY AND PROFILE-BUILDING.
57. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? EXPERT CONTRIBUTION TO OFF-SITE CONTENT.
58. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? WIDER SHARES AND REACH.
59. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? EXPERT ENTITY DEVELOPMENT.
60. DONE WELL, HERE’S WHAT THIS LOOKS LIKE… How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? A complete ecosystem of expertise, both on- and off-page. And seeing this in action will have a snowball effect - experts will be able to see the results of their expert contribution, as will their colleagues. This makes them more likely to contribute in the future.
61. KEY TAKEAWAYS. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? SMEs are a key way to add real value to SEO & PR in 2025; their credibility, insights, and authority offer something that AI can’t. To secure buy-in, make it about their visibility, thought leadership, and impact, not just “helping marketing.” Put the effort on the marketing team, not the SME. Make it easy for them to contribute. Make sure collaboration the SME gets recognition. Make sure they see what they’ve helped achieve. Done well, SME involvement creates an ecosystem of expertise that compounds; building authority, trust, and growth over time. If you want to get SMEs bought in and actively contributing to SEO & PR initiatives…
63. How to Get Subject Matter Experts Bought In and Actively Contributing to SEO & PR Initiatives? LET’S TAKE YOUR QUESTIONS… THANKS FOR JOINING US! james@digitaloft.co.uk olivia.day@digitaloft.co.uk