In this episode of Content Logistics, host Baylee Gunnell sits down with Kristen Sweeney, CEO at Every Little Word. They explore the nuts and bolts of building expert-led content programs inside B2B organizations. Kristen breaks down how tapping into internal expertise creates stronger content, builds trust, and avoids the pitfalls of generic thought leadership.

Kristen shares why most content programs stall before they start: too many stakeholders, unclear processes, and a lack of buy-in from non-marketing teams. She explains how to secure early support, set clear expectations, and keep content moving by focusing on preparation and communication. Kristen also walks through her practical workflow—from choosing the right experts, prepping for interviews, and drawing out unique insights, to streamlining review cycles and approvals.

Throughout the conversation, Kristen shows that great content doesn’t happen by accident. It takes planning, clear roles, and a willingness to respect both the experts and the audience. For small, scrappy marketing teams, her advice offers a roadmap to cut through complexity and deliver content that feels both credible and fresh.