Your staff is made up of people with years of experience in their field. Whether you know it or not, you work with a team of Subject Matter Experts (SMEs). In an increasingly noisy media environment, these SMEs can help to differentiate your company from your competition. By featuring them in short, informational videos (on your website, social media or targeted emails) you can position your company and staff as experts in your field and share information that has real value for your customers and prospects. SMEs are a great resource for a number of reasons:
A true subject matter expert has a deep understanding of a particular topic and they’ve developed their knowledge over a long period of time. They’ve immersed themselves in their topic and have real world experience.
They Have Insights That Others Don’t Have
Your SMEs have such deep knowledge that they have an understanding that others can’t provide. That often includes the history of the subject, where it is now and emerging trends. We recently produced a series of videos with SMEs talking about the emerging markets in China for pharmaceutical companies. It’s a complex market with specific challenges. The SMEs were able to address nuances that someone with less experience might not know.
It Shows Your Value
A video for another client featured a scientist with over 750 patents to his name who has developed some of the most-cited antibodies for studying cell death. After watching a video like this , you can appreciate the expertise, experience and passion that this scientist (and his company) brings to his work.
It’s About Sharing Information, Not Selling
Everyone wants to be “in the know”. What better way to learn than from someone who is respected in their field? Who will your customers turn to when they have a question or need guidance about something where they may not be up to date? Showcasing your SMEs is a great way to build a relationship with your customers.
It Sets You Apart
It all adds up – the credibility, the expertise, your willingness to share your insights – it’s a great combination that customers find valuable.
Articles and white papers have their place. In fact, I’d suggest that a video featuring your SMEs can be a great introduction to a more in depth and thorough exploration of a topic via a white paper.
A video featuring one of your SMEs can make a deeper connection with viewers. When a viewer sees the passion and commitment to your SMEs field of study, that’s an impression you can’t get any other way. It’s the next best thing to a personal meeting.
Interested in learning more? Contact us to learn how we can help you make a video that will make your SMEs shine.