How do I brief internal SMEs to contribute to SEO content without losing quality?
To brief internal SMEs for SEO content without losing quality, clearly define the topic, purpose, and target keywords. Provide a structured outline and set expectations for tone and style. Encourage SMEs to share their expertise while ensuring alignment with SEO goals.
Why You Should Care About SME Contributions
Getting your internal Subject Matter Experts (SMEs) to contribute to SEO content isn’t just a nice-to-have. It can be a game-changer for your content strategy. SMEs bring an authentic voice and depth that’s hard to replicate. They know the ins and outs of your product or service and can provide insights that resonate with your audience.
Take a B2B SaaS company, for instance. The technical team knows the product’s capabilities better than anyone else. Their input can turn a bland product page into a compelling narrative that not only attracts but retains customers. That’s SEO gold.
Steps to Craft a Solid SME Brief
When you’re ready to get your SMEs involved, a well-crafted brief is key. Here’s how to do it:
- Define the Purpose: Clearly state why their input is needed. Whether it’s to improve rankings on Google or enrich content, make sure they understand the goal.
- Provide Keywords: Share the target keywords. This helps SMEs align their content with SEO objectives, ensuring it reaches the right audience.
- Outline the Structure: Give them a framework to follow. Whether it’s an intro, main points, and conclusion, or something else, a structure helps them stay focused.
- Set Tone and Style Expectations: Make it clear if the content should be formal, conversational, or technical. Consistency in tone is crucial for brand voice.
- Encourage Authenticity: While SEO is important, so is authenticity. Encourage SMEs to infuse their expertise and personality into the content.
Once the brief is ready, share it in a way that invites feedback. This not only improves the content but also helps SMEs feel more invested in the process.
Keep It Real
Let’s be honest. Not every SME will be thrilled about writing for SEO. And that’s okay. Some might see it as a chore. Others might worry about losing their voice. It’s your job to reassure them.
Tell them their expertise is invaluable. That their insights are the backbone of your content strategy. And if writing isn’t their thing, consider partnering them with a seo specialist who can polish their input.
Remember, the goal is to create content that’s both optimised and engaging. It’s a balancing act, but with the right brief, your SMEs can shine.