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

Episode 2068 · 6 months ago

Authority Marketing - The Best Primer on Thought Leadership

ABOUT THIS EPISODE

In this episode, Dan Sanchez talks abou t the 20+ books he's read on thought leadership to highlight the first of his top three books. 

What's the first book he recommends? Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant by Adam Witty and Rusty Shelton. 

Yeah, welcome back to be, to be growth. I'mdan Sanchez with sweet fish media And today I am continuing the journey intothought leadership and I wanted to actually bring you into the journeythat I had before this deep dive even started about a year ago. I had anumber of different B to B. I guess you could call them strategy, some of youmight call them tactics But essentially like a number of different B2Bmarketing categories or different topics we have covered on the showbefore And I just looked at him and decided to pick one that I wanted to goall in on one that I wanted to investigate to the 10th degree. Andafter kind of sizing them up I thought thought leadership was kind of aninteresting one. I liked that thought leadership. Both could be applied to afull brand, a company as well as an individual and both. You could actuallyuse a bunch of individuals within a company or use a brand to build upindividuals like all these different...

...avenues for thought leadership andmarkets for thought leadership. It can be applied to tech companies, it couldbe applied to higher ed, it could be applied to medical, it's like it it hadno bounds and it would work and B two C. As well as B two B. It just seemed likea really interesting topic that had been well explored in the past. But Ifelt like could use even more help especially as I started digging into itand reading all the books on the topic. I felt like there was there was moreroom to play here. Like this was even though a lot of people kind of hatethis topic and call it really cringe e and don't understand it, the more Istudied it, the more I discovered that this was something that I wanted tospend a long time researching a long time getting to know the people in thespace in a long time, like helping other people develop good thoughtleadership marketing. And one of the big things I did just to kick it offwas to read every single book on this topic so far. I think I've coveredabout 20 books and I wanted to highlight one of my favorite ones toyou in this episode today. Now if you...

...want to kind of get like the overviewof all the books, like my rating of them like what, who I think they're,each book is best for. I wrote a very long blog post, breaking them all downand given a side by side comparison. There's even a great little table atthe top where you can get like a summary, not even a summary, like abreakdown of them on how I rate them at the very top of the blog post. Ipublished this one of my own personal blog. It's at daniel Sanchez dot comslash tl books. If you want to look at the whole list of thought leadershipbooks and get my top recommendations. But today I'm just gonna cover thefirst one and in this deep dive I'll be doing two more of these to cover someof the books that stand out the best, the long story short. There's actuallythree books I highly recommend. One is what I'm calling the best primer. Likeif you want to dip your toe in and kind of get a feel for what thoughtleadership is all about and how it works generally. Um That's the one I'mgoing to be covering today. Its authority marketing by adam, witty andrusty Shelton. That's kind of like my best, It's my first recommendation. Ifsomeone's like, hey, like I'm new to...

...the topic and I wanna, I wanna get toknow it. This is the book to read authority marketing and I'll becovering that in a little bit. The other two books. One is by bob baker,robert baker who wrote the book called The Business of expertise. Um And whilethat one is geared towards agency owners are marketing, agency owners, itcould really be applied to anybody who's a solo, like a freelancerconsultant, especially anybody who is really in the business of expertise. Ifyou sell expertise of some kind, even if you're not marketing, this book isprobably the best for you. Just skip authority marketing goes straight tothe business of expertise. But because that one only applies to a small crowdof people. That's not, I don't only recommend it to those who are in thebusiness of expertise. It's well named, right? Those who are peddling expertiseof some kind or have some kind of service where you're considered theexpert, like a bookkeeper or an accountant, a lawyer, right issomeone's coming to you for some kind...

...of expertise, even if you're not likeselling the expertise and like info products necessarily, but if they'recoming for you for services because you're an expert, then this is probablysomething worth checking out. Um And the last book is called thoughtleadership prompting businesses that they can learn. The book title is isreally poor because this book that gets lost. But it's honestly the mostexhaustive and well researched book on the topic of thought leadership. Anduntil I read this book I wasn't even sure that thought leadership was worthits coin term and was I was I was even concerned that it might just be apassing fad. It's a buzz word, it's going to go away. But after readingthis well researched book on where it came from, the history of it going allthe way back to the 17 hundreds And how it's been applied in in the last 20years. Um this book is a wealth of knowledge and I'm doing a whole episodeon this book. It's probably gonna be a lengthy because this is a lengthy bookand not for the light of heart. It's it's it's not a college level textbooksbut it's certainly somewhere between...

...your fluffy business book and collegelevel text. It's well indexed and researched and the writer was very,actually a phenomenal writer so that always helps. But today I'm talkingabout authority marketing, have the book in front of me, adam wood andrusty shelton. And if you want the other ones just stay tuned, Stay uhsubscribe and stay tuned for the next next books that are coming. Authoritymarketing can actually be broken up into three different sections. One iskind of like the overview is what is authority marketing and what they callauthority marketing. I'm just calling thought leadership marketing. They'vejust kind of I don't know I think have taken an attempt to kind of rebrand itand re categorize thought leadership since it's kind of cringe E. Um andjust calling it an authority marketing to kind of create something forthemselves. And I'd say they're they're right. I think all good thought leadersare authorities. I think all good thought leaders are also experts andcontributing original ideas and and adam wood and rusty would say the same,would say the same thing. Um But the book is broken up into three sectionsabout why become an authority, how to...

...become an authority, and then the onecritical thing that you need in order to do all the things that you need todo to become an authority. So let's start with the beginning, like why whydo they pitch authority? And they explain authority as authority equalsexpertise times or multiplied by celebrity, Right? So you're not only anexpert in something, but you're also highly known in the space because ofthis expertise you bring to the table and that's how they're definingauthority. And I would just I would say that's a pretty good definition ofthought leadership. I would say it's not it doesn't it's not just expertise.There's plenty of public intellectuals who are experts that don't contributenew thoughts. They just critique everybody else's, right, and they couldbe famous for it. That would that would be they'd probably be an authority onthe topic, but not quite a thought leader. So that's where I kind ofdeviate from where Adam and Rusty go with authority marketing, but generally,most people who read this book are going to get a lot of great thingsabout thought leadership. One of the...

...things I highlighted in the book wasthis passage right here, where it says authority marketing builds yourvisibility and credibility in your field and uses that thought leadershipas a way to drive business and make a bigger impact. Because if you're knownfor your expertise that drives, uh, not only business because people know ofyou and come to you, rather than maybe one of your competitors, um, but alsogenerates a word, a substantial word of mouth. It generates substantial pressand media because when they, somebody wants a quote from an expert on thetopic, and because you're known, they're going to be coming to you,which generates more business. And it's an important distinction to know thatbeing an expert is not enough. And also being a celebrity is not enough. Youhave to be both right. Um, because, like, let's say, Dwayne the rockjohnson is a massive celebrity, one of the biggest celebrities currently outthere, but he's not known to be an expert at anything in particular otherthan maybe wrestling, acting, kind of...

...the realms he's been in, or right. Noone really thinks of him as an expert. He's just a celebrity because of thethings he's been able to do throughout his career. Right. Um, but it's notenough to be an expert. I've had plenty of people come to pitch me to be on theshow, um, who are phds like legitimate, they've done legitimate work, they'vespent put a lot of time in to thinking about a very niche subject and havedone some original research, validated original research on a topic. And nowtaking that research and published in a book, and they asked me like, hey dan,I've done this great thing, um published this book, great researchcould be good for your audience, and I'm like, sorry, I don't know you, andtherefore, I don't, I don't know if you're credible or not, right, They'relacking some of that celebrity. They're not really well known for that thingthat they're peddling. They're coming right out of grad school hoping theycan push their book and their ideas around, but nobody really knows them.And the problem with that is that you need to be known in order to be trusted,that's the whole game. Um it's not enough to be an expert, it's not enoughjust to be a celebrity. You need to be...

...known for your expertise so that peoplecan trust you, and that's why people go to you as the leading authority, theleading expert in the field, whenever they have a problem with that nichethat you're an expert in, they're going to be going to you and that's the case,Adam and Rusty Make in the beginning of the book, and then they go on to talkabout what they call the seven pillars of authority marketing, and I'll justread them here and kind of recap them a bit. One by one, The seven pillars arebranding and Omni presence, one to lead generation three content marketing, uh,for pr and media, five speaking, six events in seven referral marketing. AndI won't unpack all of these here. But if you're looking at these, it's reallykind of like if you if you're a marketer listening to this, you're like,wow, this is just kind of like standard Business lead gender. Like uh demandgeneration, like 101 kind of stuff. And it's true um a lot of this, but intheir case they're trying to build this around a person, right? So you almostneed to build a whole funnel around...

...yourself. If you're trying to makeyourself a thought leader, you need to do branding, right? You need toactually create a bit of a persona. Not that it's a fake persona, it's a realpersona, but it's a persona that's been well crafted and molded in order to beum personable in order to be authentic in order to be sticky so that peoplecan remember you and your message, right? Because it's not just themessage, it's coming through you and you need to be memorable, Right? Sothey make a big case um for branding and personal branding and omnipresidents kind of like being everywhere, being, having all thedifferent social accounts, having a blog, having a newsletter, having allthese different things available so that people can run into your brand indifferent places and then they go into lead generation that you should begenerating leads, you should be have some kind of lead magnet and dripsequence. So you can educate people in little bits and snippets on twitter andon linked in, but you should also have a system for bringing them farther downin the funnel to get to know you better...

...content marketing, right? Which kind ofruns a lot of regeneration branding these days. Pr and media, because it'snot enough to just say that to essentially proclaim your message andidea. Hopefully you're not proclaiming and declaring that you are a thoughtleader. Everybody knows that's that's a no no don't do that. Um, but championyour message. It's a lot better when somebody else champions it for you,which is P. R. And media. And if you're out there doing good owned media,chances are they're going to come find you and have you give input todifferent articles in journals and other platforms for comment speaking,right? This is a very well known state place and stage for Thought Leaders,right? Is to speak at conferences, webinars and other virtual events sothat you're getting in front of a crowd and of course showing up to the eventswhere you can meet people and referral marketing I won't speak to. But theyhave a big part in their system to do it. And the last part of this book iswrapping it up with what they call is...

...like the major point um that all theseseven pillars all surround this main thing that you have to do in order tobe a thought leader. And I'm, the more I kind of wander around the space, themore I'm starting to find that this is true, you can be a thought leaderwithout this, but this is definitely rocket fuel for being a thought leaderand that is being a published author and it doesn't necessarily have to bepublished with Wiley or some other book publisher. It can be self published,but there's something about being in a book and having your ideas bound in thenewspapers uh in order to solidify your ideas and then using the seven pillarsof authority to drive people to your book. There's a reason why as good asGary Vaynerchuk is at speaking and at creating social media every couple ofyears, he's launching a new book to take all his best insights and newideas and putting them in a book format, even though the guy can't right, hejust hires a ghost writer to write it...

...for him and he should, because there'ssomething about putting in a book that creates a more substantial piece ofwork that people consume at once and are more likely to be changed by it andmore likely to be impacted by it. And there's certainly more likely to seeyou as an authority. After spending the, you know, the 6 to 8 to 12 hours,consuming your content, your backstory, your ideas, your case studies and allthe little stories and evidence that supports your unique contributions tothe field. And Adam and Rusty um pushed this idea heavily, partly because theyrun a little marketing shop where they can help you become a published author.So it's um they're really selling this idea hard in the book, but I kind ofunderstand why um in fact I had talked to Adam witty himself on my podcastbecause I read his book and wanted to talk to him as the author. And when Iwas talking to him myself, he was like, the reason why you called me up isbecause I wrote a book, not because I've been publishing a blog, notbecause of my newsletter, not because...

...of my Youtube channel, not because of akeynote you saw. It's specifically because I wrote a book. So you perceiveme as one of the authorities on the topic of authority marketer thoughtleadership and therefore you wanted to have an interview with me which is freemarketing for him. That's the power of a book. And I'll close with that. Iwould recommend anybody who's thinking about becoming authority is subject towrite some kind of a book on it. Even if it's only half a book, you know,30,000 word book as opposed to a traditional 60,000 word book. Um thatit really is worthwhile to write a book on the topic, even if it's a workingpiece. If you again are interested in what I'm saying, please check out thebook, Authority marketing by adam, witty and rusty Shelton. That'savailable in all bookstores. And if this episode was helpful to you, pleasesmash the writing button on your podcast app, give it the rating thatyou think it deserves. Um If there's anything you can do to bless me andvalidate that this was helpful. Just give us a rating. Don't you don't haveto leave a review. Just smashed a five...

...star, four star, three star whateverstar you think it is. Uh smash that button and let us know that this showhas been helpful. Thank you so much. Uh huh. It's sweet fish. We're on a mission tocreate the most helpful content on the internet for every job function andindustry on the planet for the B two B marketing industry. This show is howwe're executing on that mission. If you know a marketing leader that would bean awesome guest for this podcast, shoot me a text message. Don't call mebecause I don't answer unknown numbers. But text me At 40749033 - eight. Justshoot me their name may be a link to their linkedin profile and I'd love tocheck them out to see if we can get them on the show. Thanks a lot. Mhm.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1621)