Remember studying economics and learning about the multiplier effect? If you did not this video is a great visual demonstration and there is an explanation below.
Thinking about your content strategy in a similar way will demonstrate the positive direct and indirect benefits of mobilising your internal experts to produce and distribute content.
For each share of the content to an individuals network it can be multiplied by their contacts etc.
Furthermore the remainder of your firm, perhaps junior employees, can stimulate this multiplier effect further by sharing your firm's authors content further.
The multiplier effect fails in an economy when the money is spent wastefully. The same applies to your content strategy - ensure the content produced is high quality and relevant to your audience. In this instance it is best produced by the subject matter experts who are on the front lines with your market.
An effect in economics in which an increase in spending produces an increase in national income and consumption greater than the initial amount spent. For example, if a corporation builds a factory, it will employ construction workers and their suppliers as well as those who work in the factory. Indirectly, the new factory will stimulate employment in laundries, restaurants, and service industries in the factory's vicinity.