Many associations are engaged in the process of creating technical, industry-specific content to educate and inform members. Often though, they don't have the necessary expertise in house to efficiently or effectively produce such content on a regular basis. Luckily, associations have a wealth of knowledge available to them in the form of their members.

Engaging members as subject-matter experts (SMEs) when producing thought leadership programs can be a valuable exercise on both sides—if you follow certain steps and ask the right questions along the way.

1. Understand Your End Game and How You're Going to Get There

Before you even think of engaging your SMEs, know what you're trying to accomplish with the project at hand. In the case of a white paper, having an understanding of the audience you're writing for and the scope of the topic you plan to cover is vital to ensure the right SMEs are engaged for the project and that the end product achieves the desired results.

Key questions: What are we trying to say? Who are we saying it to? Which SMEs can best help us meet our goal?

2. Clearly Articulate That End Game to Your SMEs

Have a process in place to communicate the desired final product to your SMEs in a consistent manner. They need to fully understand the project to effectively participate in it, and they should understand the process and where they come into play.

Key questions: At what points will the SMEs be engaged? How will they learn the intended outcome of the project?

3. Be Clear About Deadlines

Make sure your SMEs understand the deadlines they work under and whether or not there is any flexibility in meeting them. If dates are firm, foster buy-in by ensuring that the SMEs understand why that is—for example, if a publication is planned to be released in conjunction with a conference.

Key questions: When do SMEs need to complete their tasks? How will you articulate those deadlines and track adherence to them?

Take time to show your appreciation for the efforts of your subject-matter experts.

4. Be Clear About Roles

Members are often happy to contribute to their profession by serving as SMEs, and they may get benefits such as name recognition or continuing education credit for their efforts. But it is important for them to understand what their role is and that staff members are driving the project and will ultimately be held accountable for it.

Key questions: What tasks are—and aren't—the SMEs responsible for completing? At what point does the SMEs' interaction with the project come to an end?

5. Learn From the Experience

Evaluate the success of both the project itself and the collaboration with the SME. Judging the content is the easy part. You might look at metrics such as the number of downloads or social media interactions. Evaluating the interaction with the SME can be more nebulous. Surveying SMEs and staff regarding the experience or getting SME feedback as part of a post-event review can give you insights to implement for future projects.

Key questions: Did the final product meet its objectives? Was the experience a positive one for staff members and SMEs? What changes should we make for the next project?

6. Show Your Appreciation

Take time to show your appreciation for the efforts of your SMEs. Recognition can take many forms; an acknowledgement in a publication, a social media shout-out, or even a traditional thank you note can go a long way.

Key questions: Do your SMEs feel like valued members of the project team? Would they be likely to assist with a similar effort in the future?

Working with SMEs to create engaging content can be one of the best ways to ensure your membership has consistent access to information they need to do their jobs well. By following the rules outlined above—and asking the right questions—you can be sure both staff and SMEs will find the value in collaboration.