# I Need What's In Your Brain: Extracting Expert Knowledge for Content Marketing w/ Toby Wall

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-09-08
- Length: 39m
- Episode: 13
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-c003303d-22f2-4545-967f-e632b9f54ceb

## Summary

Toby Wall, senior writer at the industrial marketing agency Gorilla76, explains how B2B manufacturers can extract expert knowledge from their internal teams to create effective content marketing. He argues that marketers must interview subject matter experts (SMEs) like engineers and salespeople, and leverage internal documents like RFIs, RFPs, and CAD models, because technical nuance cannot be fabricated. Wall outlines a process involving deep research, strategic interviewing, and SME review to ensure accuracy and authority in the final content.

## Chapters

- [0:52](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=52) Introduction: Toby Wall and Gorilla76
- [3:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=180) Identifying Subject Matter Experts and Internal Resources
- [9:18](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=558) The Necessity of SME Input for Technical Content
- [15:43](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=943) Turning Sales Interactions into Content Ideas
- [21:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=1275) Generating Content Ideas and Building Buy-in
- [26:20](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=1580) The Research and Interviewing Process
- [37:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t#t=2235) Review, Editing, and Finalizing Content

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla76 (company)
- Kadinas Part Solutions (company)
- They Ask, You Answer (other)
- Marcus Sheridan (other)

## Related episodes from other shows

- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [Marketing to a Technical Audience with Wendy Covey](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-01-marketing-to-a-technical-audience-with-wendy-covey) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [#463: Finding MedTechs Leading Voices with Sean Smith](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2026-07-06-463-finding-medtechs-leading-voices-with-sean-smith) (Global Medical Device Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-08-i-need-whats-in-your-brain-extracting-expert-knowledge-for-content-marketing-w-t. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.