Why We Should Hire a Subject Expert Instead of Just a Content Writer

Hiring a content writer helps with volume, but when we need depth, credibility, and future-proof content, a subject expert delivers far more. Especially now, in the era of AI and LLM-driven search, where voice alone doesn’t cut it.

When we look across our business network, startups, in-house marketing teams, and SaaS brands, it’s rare to see content strategies that truly reflect the shift we are in.

More often than not, content teams are churning blog posts, hiring writers by the dozen, and wondering why rankings or engagement aren’t improving.

Make no mistake: the content writer role is under pressure. Publishing alone doesn’t guarantee visibility anymore.

What guarantees it? Authority, context, and alignment with AI/LLM-driven ecosystems.

If our topic is complex, credibility matters, or we need to connect with AI-powered discovery systems (yes, we are talking about Google SGE, ChatGPT answers, and Perplexity summaries), then a subject expert is not optional. They are essential.

The Expertise Edge: What Makes a Subject Expert Different?

1. Deep Knowledge, Not Just Surface-Level Writing

Writers can research. Experts live the subject.

When content requires technical detail, regulatory nuance, specialized terminology, or must perform in an AI/LLM context, a generalist writer struggles.

A subject expert understands what’s implied, what’s missing, and what’s next.

2. Increased Credibility and Trust

From our business POV, content is a direct representation of our brand’s knowledge.

A discussion on r/B2Bmarketing captured this perfectly:

“I expect subject-matter experts to give 20 minutes, then part-write or review content, not just ‘write a blog post.’”

How do you engage your subject matter experts in content marketing?
byu/Is-That-An-Ocelot inb2bmarketing

That’s the difference between insight-led content and output-driven content.

According to a Neil Patel study on subject-matter experts,

“Content produced by subject-matter experts is 3x more likely to be trusted and shared than general content.”

Trust compounds, and that’s what drives organic growth in today’s ecosystem.

3. Value-Driven Content That Solves Real Problems

Our content should not just talk, it should teach, guide, and solve.

A subject expert knows the pain behind the question and can answer it meaningfully.

They create content that stands up to AI summarizers, voice assistants, and high-expectation readers.

As highlighted in NYT Licensing’s research on educational content strategy,

“92% of consumers are more likely to engage with content that provides a clear solution to a specific problem.”

That’s exactly what expert-driven content delivers: clarity and credibility.

4. Staying Ahead of the Curve with AI/LLM & Trends

We live in a new era: search queries are increasingly answered by LLMs and AI-answer engines.

It’s no longer “rank for a keyword”, it’s “be part of the answer.”

For a deep comparison of how this shift impacts SEO strategies, refer to AI vs. Traditional Keyword Research: A Comparative Analysis for Optimal SEO Performance in 2025.

According to Search Engine Journal (2025),

“70% of search queries are now answered by AI tools and LLM-powered engines, making traditional keyword strategies obsolete.”

This shift underscores the importance of expert-driven, long-tail content strategies that align with how AI models surface answers.

As BrightEdge’s guide on boosting SEO with long-tail keywords explains, long-tail and intent-based content built by true subject experts consistently performs better in voice and AI-powered searches.

This means subject experts, not generalist writers, are the ones producing the type of authoritative content AI actually cites.

How Hiring a Subject Expert Benefits Our Business

Improve Our SEO Rankings

Search engines (and AI assistants) now reward content that shows deep expertise, relevance, and updated knowledge.

A subject expert helps our brand be referenced, extracted, and cited.

Google itself reinforces this approach in its official Search & AI content guidelines, stating that expert-led content naturally aligns with E-E-A-T signals, Experience, Expertise, Authoritativeness, and Trust.

Expert content has 2.5x higher engagement or conversion rates for experience-based content and AI-powered marketing tools.

Enhanced Brand Authority

When our content is written by someone deeply embedded in the topic, our brand becomes a credible voice, not just another blog.

Better Engagement and Shareability

Expert-level content gets shared because it teaches, reveals, or challenges.

General content may be skimmed. Expert content is bookmarked, linked, and referenced.

As noted in Blogging Wizard’s latest content marketing trends report,

“High-authority, expert-led content outperforms generic blogs by over 60% in shares and backlinks.”

The Drawbacks of Hiring Only a General Content Writer

When we rely purely on writers:

• We get surface-level content: good readability, but low authority.
• There’s a higher risk of inaccuracies or missing nuance.
• It’s a weak match for AI/LLM discovery because context, entity referencing, and domain signals are lacking.

So, Who Should We Hire?

If we are creating bulk, top-of-funnel content for awareness, a skilled content writer may suffice.

But if we are creating cornerstone pieces, thought-leadership, technical guides, or content that ties directly to business outcomes, or needs to perform in an AI discovery context, hire a subject expert.

In industries like tech, healthcare, finance, and regulation, where depth is non-negotiable, we will stand out by choosing expertise first.

Integrating Expert-Driven Content into Our Strategy (with AI/LLM in mind)

• Strategist + Expert Pairing: Subject expert for insights; writer/editor for polish and structure.
• Topic Clusters Built for AI/LLM: Structure content for both human and machine consumption, use tables, entity references, FAQs, and internal linking.
• Dual Tracking Metrics: Go beyond word count. Track referrals, time-on-page, backlinks, featured mentions in AI tools, and voice-assistant citations.
• Promote Strategically: Use our expert’s voice for keynote snippets, interviews, and LinkedIn posts, and let content expand beyond our blog.

Next Steps

Let’s stop treating our blog like a list-builder and start treating it as a credibility engine.

Move from “who can write fast?” to “who can speak our topic, our strategy, and our future?”

If you are ready to embed subject experts into our content strategy or want to build an AI/LLM-aware framework for your team, connect with us on LinkedIn. Let’s map the five expert-led pieces your business needs next.