Did you know that 48% of thought leadership content generates actual leads and sales? It’s no wonder that thought leadership is growing in popularity for organizations looking to reach and engage with their audience.
We recently sat in on a fantastic Marketing Profs webinar on turning subject matter experts (SMEs) into thought leaders.
First, what’s the difference between the two?
From problem-solving…
SMEs are your technical powerhouses — the people you turn to when you need answers that actually work. They’ve been in the trenches, they know what they’re talking about and they deliver solutions you can count on.
Most SMEs focus their energy inward, sharing their expertise with teammates, departments and executives. They’re incredibly good at spotting problems and fixing them with proven approaches.
SMEs create massive value without ever stepping into the thought leadership spotlight by:
- Building sales tools that help close deals
- Designing training that sticks and makes people better at their jobs
- Running product demos that make audiences sit up and pay attention
- Coaching team members to reach their potential
…to problem-finding
Thought leaders break free from corporate walls. They’re having conversations with everyone — their own teams, industry colleagues and entire professional communities. What sets them apart is their ability to see around corners, spotting opportunities before they land on everyone else’s radar.
These are the people pushing boundaries and challenging the “we’ve always done it this way” mentality. They’re not just solving today’s problems — they’re defining what tomorrow’s conversations will look like:
- Dropping insights that spark new thinking
- Getting people to see familiar challenges through a fresh lens
- Starting the conversations that shape where entire industries are headed
Making the transition from SME to thought leader
Successful thought leaders maintain their subject matter expertise while honing wider capabilities:
- A distinctive point of view that goes beyond conventional wisdom
- Perspective that extends beyond technical expertise
- The ability to articulate complex concepts
- Using public platforms to share ideas
Overall, transitioning into a thought leader requires a willingness to advance a particular field through meaningful contributions. And even established thought leaders continually refine their perspectives and expand their knowledge to continue to make an impression.
While SMEs and thought leaders serve different functions, they actually complement each other, lending to your brand’s credibility and strategic innovation.
Companies that only prioritize SMEs may miss out on opportunities or fail to adapt to changes in their industry. On the flip side, organizations that only emphasize thought leadership may generate exciting ideas but struggle with how to implement them.
By intentionally developing both SME and thought leadership strategies, you’ll be well-positioned to provide your audience with the right blend of practical expertise and visionary thinking. And in a world of bland, AI-generated content, that’s a powerful differentiator.