When Everyone Wins: How to Turn Subject Matter Experts (SMEs) into True Partners for Success
- Zvia Hen
- Jul 28
- 4 min read
Content management encompasses all the factors that comprise information in digital channels and make it useful, as well as the processes involved with content, such as writing, editing, input, text formatting, link creation, updating, and replacement.
Content management systems are dynamic infrastructures that depend primarily on Subject Matter Experts (SMEs). The work of SMEs reflects the critical connection between existing knowledge in the professional community and its effective application.
The main roles of a SME include:
Creating quality content in their area of expertise.
Reviewing and validating information - ensuring that content written in their field is accurate and up-to-date.
Providing consultation and guidance - sharing their professional knowledge with others.
Answering questions and providing explanations on topics within their area of expertise.
Who Are Subject Matter Experts, and Why Is It Important to Work with Them Effectively?
A SME is not merely “a person who knows a lot,” but a key player in the knowledge management system. Typically chosen from within the organization's professional ranks, the SME is a recognized authority in their field and bears ongoing responsibility for authoring or editing professional content, keeping it up-to-date, and making it accessible through the organization's digital channels.
The SME is responsible for submitting new knowledge or approving its publication, validating existing content, responding to users’ feedback, and leading professional communication within the digital knowledge environment.
Without genuine collaboration with SMEs, professional websites risk losing relevance and value. The content may become outdated, and the organizational goals that motivated the site’s development may ultimately fail.
Identifying the Right Subject Matter Experts
The selection process of SMEs must be deliberate and strategic. Not every professional expert is suitable for the role. Beyond subject-matter expertise and experience, SMEs must have availability, strong communication skills, peer recognition, a positive attitude toward knowledge sharing, and technological literacy.
Key elements to include in the role description:
Up-to-date professional knowledge – recognized expertise validated by both managers and colleagues.
Strong writing and editing skills – the ability to convert complex ideas and processes into clear, accessible content while maintaining the tone and style appropriate for the organization and, specifically, the target audience.
Availability – the capacity to allocate time to writing, editing, or validating content.
Technological literacy – the ability to work with content management systems where SMEs are also responsible for managing site content.
Openness to Artificial Intelligence tools – with critical thinking and awareness of ethical considerations and information security.
Positive attitude and practical communication skills.
The role should include clearly defined responsibilities, such as authoring and updating content, responding to users’ feedback, initiating new content development, and promoting and communicating content. If the role is informal, it is recommended to establish symbolic and monetary compensation, as well as periodic recognition from managers, to support the SME’s commitment and accountability.
Key Challenges in Working with SMEs
Working with SMEs presents several challenges. For instance, SMEs may perceive the role as an additional burden that lacks compensation. They may struggle with the shift from using formal professional language to the more concise and accessible tone required for user-friendly content. There may also be a disconnection between the SME's area of expertise and the actual knowledge needs of the organization.
Personality traits can also affect collaboration, for example, tensions arising from disagreements with managers over content quality, difficulties adhering to deadlines, unwillingness to accept feedback, a sense of ownership over the content, and a lack of recognition that may lead to frustration or resentment.
Strategies for Overcoming Challenges
To address these issues, organizations should consider integrating AI-based tools to support SMEs. Here are some examples:
Using AI content generators to rephrase complex professional material in a concise, clear manner, consistent with editorial guidelines.
Assisting with content structuring and navigation.
Identifying content gaps or content duplications.
Implementing systems for content usage analysis to understand user demand and preferences.
Utilizing AI agents for project management can aid in writing routines, time management, and creating work plans.
Managers can also adopt supportive managerial tools such as:
Fostering a healthy, welcoming work environment.
Creating a safe space for making mistakes.
Maintaining availability for SMEs.
Demonstrating empathy for the writing process.
Practicing active listening to SME concerns.
Understanding the importance of recognition of high-quality work.
It is advisable to involve SMEs in the technical aspects of website development and design, and to hold regular meetings to discuss content-related issues, analyze user surveys and feedback, and other relevant matters. A recognition mechanism should be established—e.g., including authors’ names on content, publishing regular acknowledgments, or offering symbolic gifts.
Conclusion
Much has been written about Subject Matter Experts, including on our own Rom Knowledgeware site, yet the topic remains central.
Effective collaboration with SMEs requires a systemic understanding that this is a strategic partnership, not merely a technical service. Without their involvement, websites become meaningless.
It is worthwhile to invest in proper SME identification, define required skills and availability, and formalize the role with training, support, and rewards. Leveraging AI tools can ease the burden of the role, help address challenges, assist in content planning and gap identification, and ultimately attract more committed partners.
Transforming SMEs into true collaborators is crucial for enhancing professional knowledge accessibility and improving work processes. They are a critical success factor and a catalyst for the creation of new knowledge and innovation.
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