B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2074 · 5 months ago

10x Your Reach & Authority With Collective Thought Leadership

ABOUT THIS EPISODE

In this episode, Dan Sanchez talks with the founder of Sweet Fish, James Carbary, about the power of Collective Thought Leadership.

The concept that can multiply your reach and audience for a fraction of the cost.

Vidyard makes it easy to record, host, embed and share videos to engage more deeply with your buyers. Sign up for free today at vidyard.com/b2bgrowth. No promo code needed!

Yeah, welcome back to BTB growth. I'm danSanchez, my friends call me dan says and I'm here with James Carberry, thefounder of Sweet Fish Media to talk about thought leadership because we'restill on the journey of learning me, learning everything I can about thoughtleadership. I've read all the books and now I'm trying to interview all thepractitioners, all the experts out there on what they have because it'snot just enough to read. Sometimes sometimes it's good to have theconversations, the uh even meet with the authors of the books and actuallywork out what you think they mean and have worked through all the differentmethodologies and nuances that don't get covered in all the blogs and booksand podcasts you hear even like this one, being able to talk to people is ahuge part of this journey and I've been loving it. If you're a learner like Iam, you got to do a deep dive like this, it's just so much fun. I've beenlearning a lot about thought leadership and one thing I wanted to circle backaround is an idea that James first introduced me to just about a year agowhen he introduced me to this idea called collective thought leadership.And ever since then I've started to have eyes to see other people do thisthough. I haven't heard anybody else talk about like a term that this thingdoesn't really have a name other than what I've heard James called collectivethought leadership. So I want to go deep into this one aspect that Jameshas been telling me about and open it up a little bit so that you can learnhow to implement it at your own company. So James, welcome back to the show,Thank you man, this is this is gonna be a fun conversation. We were we werereally heads down on executing this strategy, probably starting about twoyears ago, did it for a year, year and a half before we kind of decided totake a different direction with the business. But I think it's a reallypowerful concept that I think could be implemented at any company that'strying to do thought leadership in a, in a unique and novel way. And so I'mpumped to dive into it. So to kick it...

...off, let's define like what it is andgive an example so that people can kind of imagine what it is, like what wasthe first implementation we saw of it at Sweet fish and how did you arrive atit? Yeah, so, so it started with this show actually started with BB growthand I originally was just trying to figure out how can we put out morecontent from B to B growth because we know that the more content we put outfrom the show, there's more advertising opportunities, the more quality contentcoming out of the show, The better experience for the listener becausepeople come to be to be growth because they want really practical insights onhow to do B2B marketing in today's world from practitioners that areactually doing it. So as we started thinking about like, Okay, who could webring on to? Not just be a guest on episodes, but Could we bring onmultiple co hosts of GDP growth? And then those co hosts could either dosolo episodes themselves or they could go out and interview otherpractitioners that they know that are operating at a high level with as itrelates to be, be marketing. And so I think I invited like 23 people to be cohosts of GDP growth and it up leveled the quality of our content and thequantity of our content in doing that. And uh, the thought being like, Hey, wehave a platform with the show, we're producing the content so it's a win forthem to get to be the co host of a top 100 podcast. But it's also a win for usbecause we're getting more content. And um, we, you know, we have variety ofdifferent ways that we monetize that content both through advertising andjust threw listeners listeners that end up working with us because this is anexecution of our content marketing. So that's how it started. It started withme to be growth. We had, I think, I think it was right around 20, I thinkit was 23 co hosts at one point and then decided, man, what could this looklike to actually build media properties...

...from scratch using this model of havingmultiple co hosts? Uh that would, we believed would build a media propertymuch faster if you had 5, 10, even 15 industry leaders, all kind of pointingtheir audiences back to a particular media property. So we did this withmanufacturing with a show called The Manufacturing show. We did it with Btwo B sales with a show called the B two B sales Show. Um We continue doingit with GDP Growth. We did it with a podcast called the cybersecuritypodcast. So we experimented with it in in a lot of different ways. And I thinkit was really, really good learning man. So it's essentially like getting abunch of industry leaders together and then everybody working on one kind ofmedia property at a time. And I imagine there's a number of differentadvantages to that. Why wouldn't they want to take that same time and focusit back on their own property? Like what what's the advantage to everyindividual? If they're all collectively working towards and asked a kind of aproperty they don't necessarily have full control over. Yeah, that's a greatquestion. And ultimately, you're capitalizing on the reach of otherpeople, so you can do your own, you know, kind of focus if you want to makethe investment to really grow your own media property, a media property thatyour brand owns and controls. Obviously that's what most people do, but you'regoing to be limited in terms of the reach of that content. If you're overin a silo doing it on your own, where if you go to four or five otherindustry leaders that also have reach and can access different pockets of theindustry, maybe manufacturing, for example, you have somebody that has alot to say about Ai or has a lot to say about automation, there are differentcomponents of an industry. And so your expertise at your company oftentimesyou you don't have the in house...

...expertise to be able to speak to otherelements of an industry that people would be interested in. And so I thinkit it allows you to go a little bit wider with content and I think itallows you to grow an audience much faster when you've got other brandsthat are winning resources to it. But you definitely have to have the mindsetthat we're going to go further faster if we go together. And not every brand,I don't even want to say that that's right for every brand necessarily. Butcertainly a lot of brands don't necessarily have that mindset. So itwill never be something they do, which makes it a great opportunity for thosethat do have that mindset. I think a lot of content marketers will have likesome idea of what it means to do. Like a content collaboration, right? Whichusually is just with one other company or one other person. But this is likecontent collaboration on steroids, right? Because you're finding all ofthe people that, you know, have some influence, Maybe not unreachable, theyhave so much influence, but, you know, our reach, you have contact with orcould get ahold of and have influence and then pulling all that influencetogether for everybody else's benefit. I mean, if I'm promoting a collectivepodcast, but so are 12 other people, Yes, I'm pushing my audience tosomething, but it's not like they forget me, it's not like I lose thataudience, they're just checking out other people there. But all those 12are also pushing their audience there and maybe maybe they find my episodeand download it to giving me exposure to potentially 12 times the size of myaudience. Um for not that much more work, just seems like it would reallyaccelerate things and like you said, go farther faster together. What are someother expressions you've seen this? Because obviously we're in podcasting,so we've, we've tested and played with this in the podcast land. Where elsehave you seen this done? Yeah, So I think books are another play where yougo and get three or four co authors to author a book. Each of you have yourname on the front cover of the book,...

...but now, instead of just you and yourcompany promoting the book, you've got three or four other voices in the spacethat are actively promoting the book as well. Um, and so I think a book is a,is a fantastic execution of collective thought leadership. Also, I love it.I've seen you see that one all the time, right? Where people are like co author,co author and they don't even see co author because all like in podcastingand we say co host, but In a book they're just like, I'm the author ofyou get almost like 100% of the credibility that comes with writing abook with only like a quarter of the amount of work if you have four authors.Yeah, I think another one and this one, this one just popped up in my head. ButI think if if you were to do something like a day in the life type of videocontent, so almost like a vlog style content, if you went in with say fiveother brands and said, hey, we've been wanting to do this type of videocontent, what if we collectively went in and paid for a videographer or like,you know what, The D Rock to Gary V and you know, one day of the week, he'sgoing to follow our ceo around another day of the week, they're gonna followthe ceo of this other company around and you know, have, I don't know, fiveor six people that are in on that. And then I think that could be a reallysmart execution two and a way to get in the game of video without necessarilyincurring the full expense of everything that goes into that. Thatwould be awesome. I can't, I don't think I've ever seen a Youtube channelimplemented that way, but that would totally be doable. You can almosthigher for you have to be pretty, I think you'd have to be pretty selectivein curating who you want to be a part of it. Obviously, you know, likeanything you don't, you don't want somebody who's super lame co hostingyour podcast. The book is probably a little bit easier to massage because itcan go through, you know, a more...

...intense editing process before it seesthe light of day video might be tough. You know, if you don't have somebodythat's very charismatic that doesn't come across well on video or is neveravailable. So you can you're never getting that content from that person.That could be tough. But I think if you do a proper vetting process and youframe it up right? I think you'll find plenty of companies that would want todo it with you. Hi, dan Sanchez here with a quick break from this episode,sponsor Vidyard. If you haven't started using personal video yet to enhanceyour marketing campaigns, you're missing out. Having the ability toquickly capture video and record my computer screen or both helps me notonly create marketing assets faster, it makes them way more personable. I usepersonal videos and social media email blast landing pages and even on ourwebsite, Vidyard makes it easy to record host in bed and share videos tomore deeply engaged with your ideal buyers, prospects have told merepeatedly that they are blown away every time they get one for me. So signup for Vidyard free today by going to Vidyard dot com slash GDP growth andjust like you guys, the team at Vidyard can't keep up with all these promocodes on podcast, so they are making signing up as easy as possible, so nopromo code needed. Just go to Vidyard dot com slash GDP growth to start usingVidyard completely free. And as a bonus, get their 2021 B two B video transguide, especially if they're in like closer geographic proximity with youand that would work even if you're serving like a specific region, it getsa little stronger because you can literally partner with these people anddo events with them uh with that. It could really expand out one of thethings dan that I was, you know, we might still do this down the road, butYou know, I think local service providers think attorneys, insuranceagents, financial planners, people like...

...that if they were to come together say10 or 15 of those types of folks that do business locally. If they started ashow that was focused on sharing success stories in their city and theybranded the show, you know, something like leaders inOrlando or you know, something like that. You could do a lot of really coolstuff if each of those 10 people maybe you've got and they're non competitivewith one another. So you've got a financial advisor, somebody that doesinsurance, somebody that is, you know, I don't know, there's tons of localservice type businesses, you put all those people together and say, hey, forputting 1000 bucks a month, you get two episodes a month and we're going topull that money too, create a ton of ancillary content to go along andpromote the show. But then you could also start to do really cool stuff likeputting ads in airports and on the sides of buses and like, and use thedifferent co hosts as the faces of that media property in a very similar waythat you see like news stations do it and you're not incurring the full costbecause you're splitting it with the other people that are, that are your cohost of that property. So I think a local execution of this strategy. Um,it was something that we were really looking at and considering doing atSweet fish. We even started a show called Atlanta Success and I think westarted one called Orlando Success as well. We, you know, lots of ideas, onlylimited, limited bandwidth for things we can actually execute. But foranybody listening, if you are a service provider that has a high end clientele,I think this is a fantastic execution man. That sounds, it almost makes mesometimes I'm like, oh, that just sounds so good. So doable. I couldalmost quit sweet fish and just go and execute that. Just gather up everybodyin a specific industry. Let's just pick...

...the wedding industry in Minneapoliswhere I'm from and I like find wedding vendors that all kind of fit your styleand flavor, you know, and then you just work together to market the heck out ofthe unifying theme and then everybody's got their own little nature thing andI'm like, dude, you would destroy. That would be really fun too. I hopesomebody listening to this. I mean the beautiful part of it is honestly ifthree or four years down the road suite fish, we decide to execute on this,there's no cap on how many local shows there can be. And so somebody couldstart Denver success or leaders in Denver or whatever. And we could comein three years from now and start another local show, working with otherlocal leaders in the area and then it just becomes a game of who can promote,market the show better and not even better. I mean because people couldlisten to leaders in Denver and Denver success and get value from it. Justlike you know, most people listen to weigh more than one podcast. So it'ssomething where multiple people can win by executing this even at a local levelin the same city. So it's the same way it's kind of taking what uh in thebusiness world we call like a joint venture and just bring in a bunch ofpeople together to share and split marketing costs. I mean this isn't thisisn't unheard of people have been creating like associations or um Iforgot what there's another word for it that pulled together money for amassive advertising budgets. It's just that now we're talking about it in amuch more intimate content marketing, an inbound marketing style, like in theoutbound marketing style. Like we all remember that Got milk campaign, whichwas all the farmers pulling together their money to drive up the demand formilk, which everybody remembers that. Unfortunately it was unsuccessfulbecause milk consumption still went down. This. Also Though this approach Ithink is very conducive to how you and I see marketing happening over the next10 years, which is, it's much more...

...centered around a human and lesscentered around a corporate logo. And so especially for the serviceprofession, like, you know, insurance folks and financial planners and maybeeven the local dentist, like you want to know the face behind that brandbecause that's that's who you're working with. And so doing somethinglike this allows you to showcase the faces of these different people andthen you think about like the different in person activations that you canbring to life as well when you've got 10 different people that are a part ofthe show, doing a quarterly meet up or something where you're really creatingmeaningful community. And so even if every quarter each of those 10 hostswent back and and invited the six guests that they invited to the showand there was an in person event that they put together where everybodybrought the guest that they had on the show and did a dinner or something likethat, big barbecue outside somewhere. Like I just think it would be a reallyfun way to go to market to legitimately market your business. But in a way thatwhere there is also learning from your peers, there is sustained relationshipbuilding with the guests that you've had on the show. There's just so manythings you can do with it. It certainly makes a lot more sense than me thanjust paying to sponsor an event where you're one logo among many logo. Maybeyour logo slightly bigger than your competitors up on the wall and in thebrochure that nobody reads and uh, the signage that nobody sees in theconference halls, it just doesn't even make sense. But in this case, you'reactually leading with creating value with people that are complementary toyou and are sending value that way. You're creating a whole media entityand yourself, we talk a lot about creating a media shop or a mediacompany within your company, Right? And this is one of the clever ways to do itand only have like a court, like a fraction of the cost associated with it.I think you're exactly right. So there...

...you go. Is there anything else that weleft on the table James? No, man. I mean, this honestly feels like I was alittle bit hesitant jumping on here. Like, man, this is a strategy that Ivery much want to execute both at an industry level and the local level. Anduh, and so part of me is like, man, there's thousands of people that listento this, Somebody going to beat us to it if we share it. But honestly, Ithink multiple people could win executing this. And I know it's not onour roadmap for at least a few years at this point. And so I really hopesomebody listening to this takes it catches a vision for it and, and reallymake something happen with it because I think a whole lot of people could win.Yeah, there's so much abundance, There's so much to be had that I feltlike you'd be fine even if five people heard it and took it ran with it. Oh mygosh, there's just so much that you can do with this. So awesome. Well, James,thanks for joining me on your show. Thanks for doing this man. I'm I'msuper pumped. Your last deep dive on demand jin was like drinking from afire hydrant for me. So I'm unlikely to demand when I was a B. M. Remember, Ohyou were a B. M. Leslie did both of those, both of the deep dives have beenawesome. So the thought leadership, deep dive if is uh I'm looking forwardto these things going live. So thanks for having me be a part of it. Yeah,bringing the fire. So for everybody listening, if you liked this episode,please go tap that writing button and your podcast player of choice to let usknow that you like this and come talk to James and I'll linkedin. We spend aton of time there and honestly both of us are talking to people all the time.Hit us up in the DMZ. I answer any, any genuine question that comes by me in acomment or D. M I'm answering sometimes the video message. So come find usunless you try to sell me something I respond to, I respond to DNS as well.So yeah, go to ratings. Give us tap the number of stars you think we deserve?We're not even gonna ask you to leave a review honestly because they don'tmatter that much ratings are really seem to be what Apple cares more about.So I love you all time dan. Thanks for...

...for letting me be a part of this oneman. Thank you and thanks for listening to be to be growth for the longest time. I was askingpeople to leave a review of GDP growth and apple podcasts but I realized thatwas kind of stupid because leaving a review is way harder than just leavinga simple rating. So I'm changing my tune a bit instead of asking you toleave a review, I'm just gonna ask you to go to be be growth in apple podcasts,scroll down until you see the ratings and review section and just tap thenumber of stars you want to give us no review necessary. Super easy and Ipromise it will help us out a ton if you want a copy of my book, contentbased networking, just shoot me a text after you leave the rating and I'llsend one your way, text me at 4074 and I know 33 to 8.

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