Leaps’ Post

If you're in comms or content, your job has gotten a lot harder over the past few years. It feels like the list of things you have to do and the skills you have to learn keeps growing because 👉🏽 AI is shaking things up. 👉🏽 Search has evolved. 👉🏽 What audiences want or expect from your content keeps changing. And now, besides learning AI tools, there’s something else that’s a huge part of your job description: managing and nurturing SME relationships. Because if your business/client wants to hold attention and build trust with their audience, you can't just create content for the sake of it anymore. It’s about amplifying real human experiences, stories, and expertise — from your executives, in-house experts, industry influencers, customers, etc. These are the people with lived experiences and stories that AI can’t make up. Your SMEs are one of the most valuable people you have on your team. And managing and nurturing those SME relationships is now part of the job. ❌️ You can’t wing it or put it off for later. ❌️ You can’t use and dump them. ❌️ You can’t afford to rely on broken systems to gather their stories and expertise. ✅️ You need solid processes to make your relationship with SMEs work — something that’s sustainable and is a win-win for both of you so you all don’t end up burnt out. ✅️ You need to learn how to to properly communicate with them — about your needs and expectations, their needs and expectations, etc. so there’s no confusion. ✅️ You need proper communication channels so that there’s a seamless flow of information on both ends and nothing falls through the cracks. That’s why I’m passionate about what we’re building (and will keep building) at Leaps to make this part of your work a lot easier. And what you’re seeing now is only just the beginning. We’ve only just scratched the surface. #Communications #content