Episode Summary
In this episode of Content Logistics, host Baylee Gunnell sits down with Kristen Sweeney, CEO at Every Little Word. They explore the nuts and bolts of building expert-led content programs inside B2B organizations. Kristen breaks down how tapping into internal expertise creates stronger content, builds trust, and avoids the pitfalls of generic thought leadership.
Kristen shares why most content programs stall before they start: too many stakeholders, unclear processes, and a lack of buy-in from non-marketing teams. She explains how to secure early support, set clear expectations, and keep content moving by focusing on preparation and communication. Kristen also walks through her practical workflow—from choosing the right experts, prepping for interviews, and drawing out unique insights, to streamlining review cycles and approvals.
Throughout the conversation, Kristen shows that great content doesn’t happen by accident. It takes planning, clear roles, and a willingness to respect both the experts and the audience. For small, scrappy marketing teams, her advice offers a roadmap to cut through complexity and deliver content that feels both credible and fresh.
Guest Profile
Kristen Sweeney
Key Insights
Start With Buy-In and Clear Roles for Expert Content
Expert-led content only works when teams set clear expectations and get early buy-in from subject matter experts. Most programs stall because marketing tries to wrangle input from busy colleagues who don’t see content as part of their job. Building trust starts with identifying the right experts, explaining the value of their input, and making the process easy to join. Preparation matters—teams should use internal advocates to introduce the program, clarify how the expert’s insights will be used, and keep communication direct. When contributors know their role, feel respected, and understand the impact, they’re more likely to participate and follow through. This alignment unlocks deeper insights and makes expert-led content feel authentic, not forced.
Streamline Reviews to Keep Content Moving Forward
Too many review cycles can stall or kill expert-driven content. When teams involve every stakeholder in the process, approvals get stuck, deadlines slip, and content can lose focus. The solution is to define up front who should provide input, who needs to sign off, and who simply needs to be informed. Use a “content champion” to consolidate feedback, resolve conflicting comments, and keep things moving. Set deadlines for feedback and use “assumptive approvals”—if someone doesn’t respond by the deadline, you move forward. This keeps content on track and helps avoid endless back-and-forth. Clear, lean processes allow teams to deliver quality work without bottlenecks.
Preparation Unlocks Deeper, More Useful Insights
The best expert-led content comes from meaningful conversations—not surface-level interviews. Preparation is key. Before meeting with an expert, marketing should research the topic, learn basic vocabulary, and shape questions that dig below the obvious. This respect for the expert’s time makes interviews more productive and signals that their knowledge matters. Come with a clear angle and specific goals for the content, but stay open to organic discussion and unexpected insights. Flexibility in the conversation leads to richer stories, unique perspectives, and content that stands out from generic thought leadership. This approach builds trust with both contributors and the audience.
Episode Highlights
Redefining Expert-Led Content vs. Thought Leadership
00:00:30
Expert-led content is often confused with thought leadership, but the two are not the same. Thought leadership usually centers on a single person with a unique viewpoint, while expert-led content draws on the collective knowledge within a company. This shift means marketing should capture insights from across departments, not just the most vocal individuals. The approach builds trust and authority by connecting audiences with the real expertise embedded in teams—not just a single figurehead. Expert-led strategies allow companies to externalize knowledge from those who work directly with clients or deep in the business, making content more credible and relevant.
Quote
“It’s not one type of content asset, it’s not one kind of campaign. It’s really an approach to how you’re going to create content across the organization. And the reason I think that’s really important, especially for B2B organizations, is trust. This is the conversation we’re all having right now—how do we build trust? How do we build credibility? How do we build authority? And we know those are the things that buyers are looking for in these spaces. So what better way—don’t manufacture expertise, go and find it inside your company and then figure out how to bring it external.”
Choosing and Coaching the Right Internal Experts
00:06:00
Success in expert-led content starts with picking the right internal voices and preparing them for the process. Not every expert is eager to share their insights, so teams should identify those with expertise and an openness to collaborate. It’s essential to explain why their input matters and to set expectations early. Coaching experts—especially those unfamiliar with marketing—means making them comfortable, showing respect for their time, and being clear about how their knowledge will be used. This groundwork leads to more authentic content and helps avoid roadblocks when working with subject matter experts who are new to content creation.
Quote
“Picking, kind of placing your good bets to start with is really important. And then leaning a little bit on that content champion internally. The first thing before we ever speak with an expert is securing their buy-in. Because otherwise, think about it. We’re showing up in their email, we’re asking for some amount of time. It’s some initiative. They’re not really sure what it is. So making sure that it’s really clear what we’re doing and why, why their contributions are valuable and really why they should take the time out.”
Letting Conversations Flow to Capture Real Insights
00:17:00
Great expert-led content comes from guided but flexible interviews. While preparation and research are vital, teams should allow room for organic discussion. Sometimes the best insights come from unexpected tangents or when an expert challenges the original line of questioning. Recording conversations and using user-friendly tools to review both video and transcripts helps teams capture the expert’s true voice. This approach ensures that content feels natural and contains unique points, not just scripted answers. The goal is to draw out the knowledge that isn’t widely known or easily found elsewhere.
Quote
“Although we prepare with questions, we always tell our SMEs there’s an organic component to this. Sometimes we’ll get people who come in and say, that’s the wrong question, or even asking it that way isn’t accurate. And we’re like, all right, tell us more. Or I might hear something really interesting, an offhand comment, and say, let’s go back to that and dig in. That kind of takes us on a useful, wonderful tangent that uncovers something we weren’t anticipating. I like to keep it open because the point of these contributions is that these folks have things to share that aren’t broadly known.”
Why High-Value Content Shows Respect for Buyers
00:32:00
Content that relies on generic, AI-generated posts or surface-level insights risks losing audience trust. High-value content—rooted in real expertise—signals respect for buyers and their time. When companies talk about having sophisticated customers but serve them generic messaging, it creates a disconnect that audiences notice. Building trust means investing in content that delivers actual knowledge, not just filling feeds. This mindset helps companies align their marketing with their stated values and the expectations of their most discerning prospects.
Quote
“I really believe that it shows a tremendous amount of respect for your buyers and your customers. And I find it interesting, when companies, you know, develop these really detailed customer personas, they talk about how sophisticated their buyers are, they want to be selling to the C-suite, and then they think that it’s okay to send, like, feed them slop, you know? It doesn’t align with everything else you say about your customer. So I think leaning into producing really high-value content is a great way, not only to show off your company’s expertise, but to show that you value your customer, you value their time, and you really care about sharing something that will matter to them.”
