The Feedback Loop: Why Your SMEs Aren't Helping Your Content 😞

Strategies for SME Management and Getting Usable Input in Return!

By Rachel Lambert

We've all been there. You send a draft to your subject matter expert (SME) with a polite request for feedback, and what comes back makes your heart sink. On the plus side, at least it wasn't radio silence for weeks! But on the not-so-plus side, you're now looking at a document bleeding red ink with comments like "This isn't quite right" without any indication of what would be quite right.

Sound familiar? Don't worry, you're not alone. The relationship between technical writers and SMEs is one of the most critical <cough, frustrating, cough> aspects of B2B content creation. But here's the thing to remember: when SMEs aren't giving us useful feedback, it's usually not because they don't care. It's because we haven't set them up for success.

The Real Problem: We're Speaking Different Languages

SMEs are experts in their field, not in communication. When they read your draft content, they're processing it through the lens of technical accuracy, not readability or business impact. They spot the missing 10-step procedure in a complex process, but also miss that your average reader would bail before step #2.

You're thinking about flow, clarity, and audience needs. You want to know if the content serves its purpose. Is this what the reader wants in order to be entertained? Meanwhile, your SME is worried about whether you've oversimplified their life's work.

This disconnect creates a feedback loop that helps nobody. Your SME feels like you "don't get it," and you feel like they're being deliberately unhelpful. The result? Content that's either technically perfect but unreadable, or clear but lacking the depth that builds credibility.

Why Traditional Feedback Fails

Before we can fix the problem, let's look at why the standard approach creates more frustration than clarity.

The "Track Changes Trap"

Sending a Word document with track changes already enabled is like asking someone to perform surgery with a butter knife. SMEs see that blank comment box and freeze. Maybe they don't have time. Maybe they don't know what to write. Maybe they know something looks off, but they can't articulate what would make it better.

The Binary Feedback Problem

"Is this accurate?" is a yes/no question that doesn't help you improve. Even when SMEs say "yes," they might mean "technically accurate but missing the point entirely." Keep your questions open-ended and cherry-pick what you need from lengthy responses.

The Expertise Curse

SMEs have been living and breathing their subject matter for years. They struggle to identify what a newcomer won't understand because they can't remember not knowing it themselves. In more informal circles, it's also known as the "Smarty-pants Curse". Possibly.

A Better Way: The Collaborative Framework

The solution isn't to work around your SMEs, it's to work with them more effectively. Here's how to set everyone up for success.

1. Start with Context, Not Content

Before you write a single word, have a conversation about the business goal with your SME. What decision should this content help someone make? What could happen if they misunderstand the content? This gives your SME a framework for evaluating your work beyond pure technical accuracy.

2. Ask Specific Questions

Instead of "Please review," try a smidge more detail:

• "Would a CTO understand this without additional explanation?"

• "What's the biggest misconception people have about this process?"

• "If you had to cut this in half, what would you keep?"

3. Use Assumptions to Your Benefit

Make it safe for SMEs to highlight assumptions. Start your review request with something like: "I've probably made some leaps that won't be obvious to our readers. Where am I assuming too much knowledge on their part?" 

Don't forget that your SME may believe there's no such thing as "too much knowledge" because they've lived and breathed this content for most of their life. Have some specific areas to hand that you can put in front of them for examples.

4. Create Review Templates

Give your SMEs a simple framework that you both can remember and stick to:

• Accuracy: Is anything technically incorrect?

• Completeness: What critical information is missing?

• Clarity: Where would a non-expert get confused?

• Priority: What's the one thing readers absolutely must understand?

The Game-Changers: Three Techniques That Actually Work

These strategies go beyond basic feedback requests to create genuine collaboration between writers and subject matter experts.

The "Explain Back" Method

After your SME reviews your content, ask them to explain the concept back to you in their own words. You'll quickly identify where your content isn't landing as intended.

The "Customer Call" Scenario

Ask your SME: "If a prospect called you with questions after reading this, what would they ask?" This helps identify gaps before they become customer confusion.

The "Conference Test"

Would your SME feel comfortable presenting this content at an industry conference? This question often reveals when content lacks the depth or credibility needed for B2B audiences.

Be Prepared and Set Expectations

"What do we want? Feedback! When do we want it? Ummm, today would be great, but no pressure..."

Good SMEs want to help you, but they also have day jobs. Annoying, but true. So, be sure to set clear expectations about the:

• Timeline: When do you need feedback, and how long will they need?

• Format: Phone call, written comments, or face-to-face meeting?

• Scope: Are you looking for big-picture feedback or line-by-line review?

Remember, asking for everything often gets you nothing. Be strategic about when you involve SMEs and what you're asking them to do.

When SMEs Push Back on Simplification

This is where the quill meets the inkwell. I almost went with "the rubber meets the road," but as this is an article about writing, and not cars, it didn't make the best sense 🤔

Anyway, in this typical scenario, your SME insists that an overly technical detail is necessary, but you know it will lose your audience in a heartbeat. Here are some tips on how to navigate this:

• Acknowledge their expertise: "You're absolutely right that this process is more complex than I've described..."

• Redirect to business impact: "...so, can you help me understand what happens if someone oversimplifies this in practice?"

• Offer alternatives: "Okay, I see what you mean. What about if we include the technical detail in a sidebar or appendix for those who need it?"

Awkwardness averted while you look like the professional writer that you are.

The Bottom Line

SMEs aren't trying to make your life difficult—they're trying to protect their professional reputation and ensure accuracy. Your job is to channel that expertise into content that actually serves your business goals.

The best SME relationships are built on mutual respect and clear communication. When you show SMEs that you value their expertise while helping them understand your audience's needs, magic happens. Apart from being excited at the prospect of magic, you also get content that's both technically sound and genuinely useful.

And that, dear reader, is what we're all working towards.

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What's your biggest SME challenge? I'd love to hear how you've navigated the feedback process—the good, the bad, AND the "Please just tell me what you want me to change!"

Hit reply and share your tips ⬇️