♾️ AI ruined the notion of "expertise"

You’re reading The Content Loop — a 5-min read on how B2B SaaS marketers can use original research and product-led content as a growth lever.

Did someone forward this email to you?

Remember when finding subject matter experts was as simple as posting a request on HARO and watching qualified responses roll in?

Those days are officially dead.

Every time I’ve put out a PR request in the past 2 years, within 24 hours, my inbox was flooded with responses from every corner of the internet.

Just the other day I had a “gardening expert” pitch me for an article on sales enablement. I’m not one to judge—but that was a stretch, even for me 😆

This wasn't an isolated incident. Ever since ChatGPT launched in November 2022, platforms like HARO, Featured, and Qwoted have become dumping grounds for AI-generated responses from people who have zero business calling themselves experts.

The signal-to-noise ratio got so bad that I had to create a separate email address just for sourcing expert contributions. Even then, I was drowning in generic, templated responses that all sounded suspiciously similar.

It became clear that the old playbook for finding genuine SMEs was broken.

So I developed a new approach.

Here are the four methods I now use to find experts who actually know what they're talking about:

1. LinkedIn Sales Navigator

LinkedIn remains the best place to find real experts, but you need to be strategic about it.

I use both the Account and Lead filters to narrow down my search. Here's my exact process:

• Account filters: Target companies in your industry or adjacent industries (think customers, competitors, or complementary solutions)

• Lead filters: Focus on seniority level (Director and above), function (relevant to your topic), and posting activity (posted in the past 90 days)

I use the “posting activity” filter quite often because it weeds out the inactive profiles and shows you people who are actively building their personal brand. These folks are already comfortable sharing their thoughts publicly, which means they're more likely to contribute meaningful insights to your content.

Plus, you can review their recent posts to gauge their actual expertise level before reaching out.

2. Traditional PR platforms

I haven't completely abandoned Qwoted, Featured, and Help a B2B Writer.

But I've changed how I use them.

I get extremely specific about the titles and expertise I'm looking for. Instead of "marketing expert," I'll ask for "B2B SaaS content marketing managers with 5+ years of experience in PLG companies."

Also, I use Google Forms to collect responses instead of direct email replies because it’s free 🤷‍♀️ You don’t have to get fancy with your setup.

It's harder to automate form submissions with AI-generated content. Most of the opportunists looking for easy backlinks won't bother filling out a structured form. And even when they’re persistent enough to submit the form, the responses make it very obvious they used AI.

Qwoted's Expert Database is particularly useful here. You can filter experts by industry, expertise, and location, then reach out directly instead of posting public requests.

3. Mine industry publications for contributors

This one's obvious but underused.

If someone has never contributed to public-facing content, they're probably not going to start with your random outreach email. Trust me, I know 🫠

You want people who are already comfortable being quoted and sharing their insights.

I scan competing publications and industry-specific media outlets in my niche. Trade publications, industry newsletters, and specialized blogs are goldmines for finding active contributors.

These people have already been vetted by editors and have a track record of providing valuable insights.

For example, if I’m looking for manufacturing leaders, I’ll look into top publications in the space and pull out prominent leaders in the space.

But the best part is that they understand how media works and usually respond quickly with quotable soundbites. Win-win!

4. Partner with PR professionals

If you can’t find the hidden gems, just talk to public relations agents or consultancies in your space. In the past, I’ve connected with data leaders, sales leaders and even doctors because I found an agency that was representing them.

PR folks maintain databases of experts who actually want media coverage. It's literally their job to connect journalists and content creators with qualified sources.

I've built relationships with several industry-specific PR agencies over the years. When I need an expert, I reach out to my contacts instead of posting public requests.

Just make sure you maintain all communication through the agency. Don’t go around them because they’re also held to specific KPIs with their clients—and it’ll just damage your relationship with the,.

The experts get the exposure they want, the PR agency gets credit for the placement, and you get high-quality insights. Everyone wins.

Expert sourcing is hard, but not impossible

If you're committed to creating original, SME-backed content, it requires more legwork than it used to. The spray-and-pray approach of posting on HARO and hoping for the best doesn't work anymore.

But the extra effort is worth it. Genuine experts provide insights that AI simply can't replicate. They bring nuance, real-world experience, and contrarian takes that make your content actually worth reading.

That’s also why I build an Expert Advisory Board for every client.

Want me to break down how to build and manage an Expert Advisory Board in the next issue? Just reply and let me know. 😄

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