SaaS Marketing Weekly · 2026-07-28 · 26 min
In this episode, Ryan sits down with Sam Gocher, Head of Content at Rocket SaaS, to talk about subject matter experts, or SMEs, and how to turn the experts already sitting inside your business into a content engine. Most of your competitors are pumping out generic AI slop that nobody engages with. The advantage goes to the brands whose real experts show up and share genuine thought leadership. Sam breaks down who your SMEs should be, how to actually get busy senior people into a posting rhythm, what to do when they go quiet, and exactly what they should be posting about. If your content relies entirely on the founder, this episode shows you how to widen it out. Takeaways: Your subject matter experts are already in the business: the founder, head of sales, head of product, senior marketers and any real expert with useful knowledge in their head An SME does not need to be charismatic or great on camera. They just need genuine expertise.
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