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

Episode 2074 · 11 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.

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Yeah, welcome back to BTB growth. I'm dan Sanchez, my friends call me dan says and I'm here with James Carberry, the founder of Sweet Fish Media to talk about thought leadership because we're still on the journey of learning me, learning everything I can about thought leadership. I've read all the books and now I'm trying to interview all the practitioners, all the experts out there on what they have because it's not just enough to read. Sometimes sometimes it's good to have the conversations, the uh even meet with the authors of the books and actually work out what you think they mean and have worked through all the different methodologies and nuances that don't get covered in all the blogs and books and podcasts you hear even like this one, being able to talk to people is a huge part of this journey and I've been loving it. If you're a learner like I am, you got to do a deep dive like this, it's just so much fun. I've been learning a lot about thought leadership and one thing I wanted to circle back around is an idea that James first introduced me to just about a year ago when 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 this though. I haven't heard anybody else talk about like a term that this thing doesn't really have a name other than what I've heard James called collective thought leadership. So I want to go deep into this one aspect that James has been telling me about and open it up a little bit so that you can learn how 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 were really heads down on executing this strategy, probably starting about two years ago, did it for a year, year and a half before we kind of decided to take a different direction with the business. But I think it's a really powerful concept that I think could be implemented at any company that's trying to do thought leadership in a, in a unique and novel way. And so I'm pumped to dive into it. So to kick it...

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

...from scratch using this model of having multiple co hosts? Uh that would, we believed would build a media property much faster if you had 5, 10, even 15 industry leaders, all kind of pointing their audiences back to a particular media property. So we did this with manufacturing with a show called The Manufacturing show. We did it with B two B sales with a show called the B two B sales Show. Um We continue doing it with GDP Growth. We did it with a podcast called the cybersecurity podcast. So we experimented with it in in a lot of different ways. And I think it was really, really good learning man. So it's essentially like getting a bunch of industry leaders together and then everybody working on one kind of media property at a time. And I imagine there's a number of different advantages to that. Why wouldn't they want to take that same time and focus it back on their own property? Like what what's the advantage to every individual? If they're all collectively working towards and asked a kind of a property they don't necessarily have full control over. Yeah, that's a great question. And ultimately, you're capitalizing on the reach of other people, so you can do your own, you know, kind of focus if you want to make the investment to really grow your own media property, a media property that your brand owns and controls. Obviously that's what most people do, but you're going to be limited in terms of the reach of that content. If you're over in a silo doing it on your own, where if you go to four or five other industry leaders that also have reach and can access different pockets of the industry, maybe manufacturing, for example, you have somebody that has a lot to say about Ai or has a lot to say about automation, there are different components of an industry. And so your expertise at your company oftentimes you you don't have the in house...

...expertise to be able to speak to other elements of an industry that people would be interested in. And so I think it it allows you to go a little bit wider with content and I think it allows you to grow an audience much faster when you've got other brands that are winning resources to it. But you definitely have to have the mindset that 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. But certainly a lot of brands don't necessarily have that mindset. So it will never be something they do, which makes it a great opportunity for those that do have that mindset. I think a lot of content marketers will have like some idea of what it means to do. Like a content collaboration, right? Which usually is just with one other company or one other person. But this is like content collaboration on steroids, right? Because you're finding all of the people that, you know, have some influence, Maybe not unreachable, they have so much influence, but, you know, our reach, you have contact with or could get ahold of and have influence and then pulling all that influence together for everybody else's benefit. I mean, if I'm promoting a collective podcast, but so are 12 other people, Yes, I'm pushing my audience to something, but it's not like they forget me, it's not like I lose that audience, they're just checking out other people there. But all those 12 are also pushing their audience there and maybe maybe they find my episode and download it to giving me exposure to potentially 12 times the size of my audience. Um for not that much more work, just seems like it would really accelerate things and like you said, go farther faster together. What are some other 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 else have you seen this done? Yeah, So I think books are another play where you go and get three or four co authors to author a book. Each of you have your name on the front cover of the book,...

...but now, instead of just you and your company promoting the book, you've got three or four other voices in the space that 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 podcasting and we say co host, but In a book they're just like, I'm the author of you get almost like 100% of the credibility that comes with writing a book 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. But I think if if you were to do something like a day in the life type of video content, so almost like a vlog style content, if you went in with say five other brands and said, hey, we've been wanting to do this type of video content, 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's going to follow our ceo around another day of the week, they're gonna follow the ceo of this other company around and you know, have, I don't know, five or six people that are in on that. And then I think that could be a really smart execution two and a way to get in the game of video without necessarily incurring the full expense of everything that goes into that. That would be awesome. I can't, I don't think I've ever seen a Youtube channel implemented that way, but that would totally be doable. You can almost higher for you have to be pretty, I think you'd have to be pretty selective in curating who you want to be a part of it. Obviously, you know, like anything you don't, you don't want somebody who's super lame co hosting your podcast. The book is probably a little bit easier to massage because it can go through, you know, a more...

...intense editing process before it sees the light of day video might be tough. You know, if you don't have somebody that's very charismatic that doesn't come across well on video or is never available. 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 you frame it up right? I think you'll find plenty of companies that would want to do 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 enhance your marketing campaigns, you're missing out. Having the ability to quickly capture video and record my computer screen or both helps me not only create marketing assets faster, it makes them way more personable. I use personal videos and social media email blast landing pages and even on our website, Vidyard makes it easy to record host in bed and share videos to more deeply engaged with your ideal buyers, prospects have told me repeatedly that they are blown away every time they get one for me. So sign up for Vidyard free today by going to Vidyard dot com slash GDP growth and just like you guys, the team at Vidyard can't keep up with all these promo codes on podcast, so they are making signing up as easy as possible, so no promo code needed. Just go to Vidyard dot com slash GDP growth to start using Vidyard completely free. And as a bonus, get their 2021 B two B video trans guide, especially if they're in like closer geographic proximity with you and that would work even if you're serving like a specific region, it gets a little stronger because you can literally partner with these people and do events with them uh with that. It could really expand out one of the things dan that I was, you know, we might still do this down the road, but You know, I think local service providers think attorneys, insurance agents, financial planners, people like...

...that if they were to come together say 10 or 15 of those types of folks that do business locally. If they started a show that was focused on sharing success stories in their city and they branded the show, you know, something like leaders in Orlando or you know, something like that. You could do a lot of really cool stuff if each of those 10 people maybe you've got and they're non competitive with one another. So you've got a financial advisor, somebody that does insurance, somebody that is, you know, I don't know, there's tons of local service type businesses, you put all those people together and say, hey, for putting 1000 bucks a month, you get two episodes a month and we're going to pull that money too, create a ton of ancillary content to go along and promote the show. But then you could also start to do really cool stuff like putting ads in airports and on the sides of buses and like, and use the different co hosts as the faces of that media property in a very similar way that you see like news stations do it and you're not incurring the full cost because you're splitting it with the other people that are, that are your co host 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 at Sweet fish. We even started a show called Atlanta Success and I think we started one called Orlando Success as well. We, you know, lots of ideas, only limited, limited bandwidth for things we can actually execute. But for anybody 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 me sometimes I'm like, oh, that just sounds so good. So doable. I could almost quit sweet fish and just go and execute that. Just gather up everybody in a specific industry. Let's just pick...

...the wedding industry in Minneapolis where I'm from and I like find wedding vendors that all kind of fit your style and flavor, you know, and then you just work together to market the heck out of the unifying theme and then everybody's got their own little nature thing and I'm like, dude, you would destroy. That would be really fun too. I hope somebody listening to this. I mean the beautiful part of it is honestly if three 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 could start Denver success or leaders in Denver or whatever. And we could come in three years from now and start another local show, working with other local 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 could listen to leaders in Denver and Denver success and get value from it. Just like you know, most people listen to weigh more than one podcast. So it's something where multiple people can win by executing this even at a local level in the same city. So it's the same way it's kind of taking what uh in the business world we call like a joint venture and just bring in a bunch of people together to share and split marketing costs. I mean this isn't this isn't unheard of people have been creating like associations or um I forgot what there's another word for it that pulled together money for a massive advertising budgets. It's just that now we're talking about it in a much more intimate content marketing, an inbound marketing style, like in the outbound marketing style. Like we all remember that Got milk campaign, which was all the farmers pulling together their money to drive up the demand for milk, which everybody remembers that. Unfortunately it was unsuccessful because milk consumption still went down. This. Also Though this approach I think is very conducive to how you and I see marketing happening over the next 10 years, which is, it's much more...

...centered around a human and less centered around a corporate logo. And so especially for the service profession, like, you know, insurance folks and financial planners and maybe even the local dentist, like you want to know the face behind that brand because that's that's who you're working with. And so doing something like this allows you to showcase the faces of these different people and then you think about like the different in person activations that you can bring to life as well when you've got 10 different people that are a part of the show, doing a quarterly meet up or something where you're really creating meaningful community. And so even if every quarter each of those 10 hosts went back and and invited the six guests that they invited to the show and there was an in person event that they put together where everybody brought the guest that they had on the show and did a dinner or something like that, big barbecue outside somewhere. Like I just think it would be a really fun way to go to market to legitimately market your business. But in a way that where there is also learning from your peers, there is sustained relationship building with the guests that you've had on the show. There's just so many things you can do with it. It certainly makes a lot more sense than me than just paying to sponsor an event where you're one logo among many logo. Maybe your logo slightly bigger than your competitors up on the wall and in the brochure that nobody reads and uh, the signage that nobody sees in the conference halls, it just doesn't even make sense. But in this case, you're actually leading with creating value with people that are complementary to you and are sending value that way. You're creating a whole media entity and yourself, we talk a lot about creating a media shop or a media company within your company, Right? And this is one of the clever ways to do it and 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 we left on the table James? No, man. I mean, this honestly feels like I was a little bit hesitant jumping on here. Like, man, this is a strategy that I very much want to execute both at an industry level and the local level. And uh, and so part of me is like, man, there's thousands of people that listen to this, Somebody going to beat us to it if we share it. But honestly, I think multiple people could win executing this. And I know it's not on our roadmap for at least a few years at this point. And so I really hope somebody listening to this takes it catches a vision for it and, and really make 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 felt like you'd be fine even if five people heard it and took it ran with it. Oh my gosh, 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'm super pumped. Your last deep dive on demand jin was like drinking from a fire hydrant for me. So I'm unlikely to demand when I was a B. M. Remember, Oh you were a B. M. Leslie did both of those, both of the deep dives have been awesome. So the thought leadership, deep dive if is uh I'm looking forward to 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 us know that you like this and come talk to James and I'll linkedin. We spend a ton 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 a comment or D. M I'm answering sometimes the video message. So come find us unless 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't matter 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 one man. Thank you and thanks for listening to be to be growth for the longest time. I was asking people to leave a review of GDP growth and apple podcasts but I realized that was kind of stupid because leaving a review is way harder than just leaving a simple rating. So I'm changing my tune a bit instead of asking you to leave 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 the number of stars you want to give us no review necessary. Super easy and I promise it will help us out a ton if you want a copy of my book, content based networking, just shoot me a text after you leave the rating and I'll send one your way, text me at 4074 and I know 33 to 8.

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