The SME Content Engine
Your experts have the knowledge. Your content doesn’t reflect it.
Your SMEs produce brilliant raw material every day — on client calls, in Slack threads, in the presentations they give to three people and a conference line. But that expertise never makes it into your content. Instead, you get drafts from writers who don’t know the difference between admitted and surplus lines, or agency copy that’s technically accurate (in a Wikipedia kind of way) but has no angle and no voice.
The problem isn’t a lack of content. It’s a lack of system connecting the people who know your industry to the content that’s supposed to represent them.
Nobody built the workflow that captures what your SMEs actually know, protects your brand voice, and accounts for compliance at every step.
That’s the hard part. And that’s exactly what I build.
This is a good fit if:
- Your SMEs have deep expertise that never makes it into your content.
- Your team has tried AI tools and ended up rewriting everything.
- You hired a freelancer who didn’t know the difference between admitted and surplus lines.
- Or you just need a system that produces consistent, on-brand content without depending on people who don’t have time to write.
Capture
I gather your existing content, writing samples, style guides, and brand documentation — everything that defines how your company sounds and what your standards are. Then I interview your SMEs to understand their expertise, their perspective, and the way they actually talk about the work. The goal is to build a comprehensive style and voice guide that programs the AI to write like your best people — not like a generic content machine.
Configure
With the voice guide built, I create the system around it: custom prompts, editorial workflows, and QA rules tailored to your audience and compliance requirements. Every piece is designed so that content comes out sounding like your smartest people wrote it — because the AI is trained on how they actually think and talk. This phase also builds compliance checkpoints into the workflow so your legal team isn’t surprised at the end.
Transfer
You choose how this runs going forward. I can install the system and train your team to run it independently, or I can operate it for you on an ongoing basis. The engagement includes 3 monthly check-ins where we review the output, calibrate against your standards, and fine-tune the system as your team gets comfortable with it. After that, if you want ongoing support to keep calibrating and optimizing, we can move into a consulting arrangement — but the system is built to run without me.
How the Capture, Configure, Transfer system works.
Bring me your content problem.
Whether your strategy has stalled, your content is underperforming, or you have no idea where to focus next, tell me what’s going on. I’ll help you figure out the right next move.