The short answer
Start with the knowledge your people use in real work. Capture how they think, turn it into a clear explanation, and publish it with enough context and evidence for a reader to assess it.
Ask about decisions, not just topics
Instead of asking an expert what they want to write about, ask what clients often misunderstand. What changes their recommendation? What looks simple until someone has done the work? These questions reveal judgment that a general overview can miss.
Preserve the substance
A useful draft should retain distinctions and limits. If the answer depends on the client’s situation, explain which details matter. Anonymize sensitive examples and confirm permission before using client information. Have the expert review the final piece for accuracy and meaning.
Connect the idea to the firm
Name the author and explain their relevant experience. Link to a service where the knowledge applies. Add related questions as the library develops. Revisit the piece when the underlying advice changes. Authority depends on maintaining the quality of what people can find.
A question to take back to your team
What would a prospective client understand about this today, using only the information your firm has made public?
Does every expert need to write their own articles?
No. Interviews and editorial support can help capture the ideas. The expert should still review the substance and approve the final attribution.
Explore the related Market Gravity approach.