Last month I discussed three trends that are affecting your clients, your prospects, and yes, the people inside your organization, including your subject matter experts. These trends are: • Time-starvation: there’s more to do for everyone, and less time to do it. • Choice-saturation: there are more alternatives; it’s harder to know which path is best. • Guidance-hunger: people need help making sense of all these choices. Your prospects are oversaturated with choice, they need guidance and yet, they’re time-starved. You can help these prospects by committing to creating thought leadership—deep insights that help your prospects with their challenges. As you help them, you’ll build a tribe of followers, they’ll respect you, trust you, pay attention to what you have to say, recommend you to others, and ultimately hire you.

Content marketing has long been the way to create a relationship with prospects you’ve never met. But content marketing is hard for many life science organizations to create, and it can be even harder to sustain this effort. This month, I want to share a “content marketing hack”—a trick to make it easier to harness the knowledge of your subject matter experts (SMEs). It will still take some work, particularly as you get started, but if you’re disciplined, this hack will help you produce thought leadership on a regular basis.