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

Episode 2068 · 11 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'm dan Sanchez with sweet fish media And today I am continuing the journey into thought leadership and I wanted to actually bring you into the journey that I had before this deep dive even started about a year ago. I had a number of different B to B. I guess you could call them strategy, some of you might call them tactics But essentially like a number of different B2B marketing categories or different topics we have covered on the show before And I just looked at him and decided to pick one that I wanted to go all in on one that I wanted to investigate to the 10th degree. And after kind of sizing them up I thought thought leadership was kind of an interesting one. I liked that thought leadership. Both could be applied to a full brand, a company as well as an individual and both. You could actually use a bunch of individuals within a company or use a brand to build up individuals like all these different...

...avenues for thought leadership and markets for thought leadership. It can be applied to tech companies, it could be applied to higher ed, it could be applied to medical, it's like it it had no bounds and it would work and B two C. As well as B two B. It just seemed like a really interesting topic that had been well explored in the past. But I felt like could use even more help especially as I started digging into it and reading all the books on the topic. I felt like there was there was more room to play here. Like this was even though a lot of people kind of hate this topic and call it really cringe e and don't understand it, the more I studied it, the more I discovered that this was something that I wanted to spend a long time researching a long time getting to know the people in the space in a long time, like helping other people develop good thought leadership marketing. And one of the big things I did just to kick it off was to read every single book on this topic so far. I think I've covered about 20 books and I wanted to highlight one of my favorite ones to you in this episode today. Now if you...

...want to kind of get like the overview of 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 down and given a side by side comparison. There's even a great little table at the top where you can get like a summary, not even a summary, like a breakdown of them on how I rate them at the very top of the blog post. I published this one of my own personal blog. It's at daniel Sanchez dot com slash tl books. If you want to look at the whole list of thought leadership books and get my top recommendations. But today I'm just gonna cover the first one and in this deep dive I'll be doing two more of these to cover some of the books that stand out the best, the long story short. There's actually three books I highly recommend. One is what I'm calling the best primer. Like if you want to dip your toe in and kind of get a feel for what thought leadership is all about and how it works generally. Um That's the one I'm going to be covering today. Its authority marketing by adam, witty and rusty Shelton. That's kind of like my best, It's my first recommendation. If someone's like, hey, like I'm new to...

...the topic and I wanna, I wanna get to know it. This is the book to read authority marketing and I'll be covering 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 while that one is geared towards agency owners are marketing, agency owners, it could really be applied to anybody who's a solo, like a freelancer consultant, especially anybody who is really in the business of expertise. If you sell expertise of some kind, even if you're not marketing, this book is probably the best for you. Just skip authority marketing goes straight to the business of expertise. But because that one only applies to a small crowd of people. That's not, I don't only recommend it to those who are in the business of expertise. It's well named, right? Those who are peddling expertise of some kind or have some kind of service where you're considered the expert, like a bookkeeper or an accountant, a lawyer, right is someone's coming to you for some kind...

...of expertise, even if you're not like selling the expertise and like info products necessarily, but if they're coming for you for services because you're an expert, then this is probably something worth checking out. Um And the last book is called thought leadership prompting businesses that they can learn. The book title is is really poor because this book that gets lost. But it's honestly the most exhaustive and well researched book on the topic of thought leadership. And until I read this book I wasn't even sure that thought leadership was worth its coin term and was I was I was even concerned that it might just be a passing fad. It's a buzz word, it's going to go away. But after reading this well researched book on where it came from, the history of it going all the way back to the 17 hundreds And how it's been applied in in the last 20 years. Um this book is a wealth of knowledge and I'm doing a whole episode on this book. It's probably gonna be a lengthy because this is a lengthy book and not for the light of heart. It's it's it's not a college level textbooks but it's certainly somewhere between...

...your fluffy business book and college level text. It's well indexed and researched and the writer was very, actually a phenomenal writer so that always helps. But today I'm talking about authority marketing, have the book in front of me, adam wood and rusty shelton. And if you want the other ones just stay tuned, Stay uh subscribe and stay tuned for the next next books that are coming. Authority marketing can actually be broken up into three different sections. One is kind of like the overview is what is authority marketing and what they call authority marketing. I'm just calling thought leadership marketing. They've just kind of I don't know I think have taken an attempt to kind of rebrand it and re categorize thought leadership since it's kind of cringe E. Um and just calling it an authority marketing to kind of create something for themselves. And I'd say they're they're right. I think all good thought leaders are authorities. I think all good thought leaders are also experts and contributing 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 sections about why become an authority, how to...

...become an authority, and then the one critical thing that you need in order to do all the things that you need to do to become an authority. So let's start with the beginning, like why why do they pitch authority? And they explain authority as authority equals expertise times or multiplied by celebrity, Right? So you're not only an expert in something, but you're also highly known in the space because of this expertise you bring to the table and that's how they're defining authority. And I would just I would say that's a pretty good definition of thought 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 contribute new thoughts. They just critique everybody else's, right, and they could be famous for it. That would that would be they'd probably be an authority on the topic, but not quite a thought leader. So that's where I kind of deviate 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 things about thought leadership. One of the...

...things I highlighted in the book was this passage right here, where it says authority marketing builds your visibility and credibility in your field and uses that thought leadership as a way to drive business and make a bigger impact. Because if you're known for your expertise that drives, uh, not only business because people know of you and come to you, rather than maybe one of your competitors, um, but also generates a word, a substantial word of mouth. It generates substantial press and media because when they, somebody wants a quote from an expert on the topic, 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 that being an expert is not enough. And also being a celebrity is not enough. You have to be both right. Um, because, like, let's say, Dwayne the rock johnson is a massive celebrity, one of the biggest celebrities currently out there, but he's not known to be an expert at anything in particular other than maybe wrestling, acting, kind of...

...the realms he's been in, or right. No one really thinks of him as an expert. He's just a celebrity because of the things he's been able to do throughout his career. Right. Um, but it's not enough to be an expert. I've had plenty of people come to pitch me to be on the show, um, who are phds like legitimate, they've done legitimate work, they've spent put a lot of time in to thinking about a very niche subject and have done some original research, validated original research on a topic. And now taking 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 research could be good for your audience, and I'm like, sorry, I don't know you, and therefore, I don't, I don't know if you're credible or not, right, They're lacking some of that celebrity. They're not really well known for that thing that they're peddling. They're coming right out of grad school hoping they can 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 enough just to be a celebrity. You need to be...

...known for your expertise so that people can trust you, and that's why people go to you as the leading authority, the leading expert in the field, whenever they have a problem with that niche that 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 talk about what they call the seven pillars of authority marketing, and I'll just read them here and kind of recap them a bit. One by one, The seven pillars are branding and Omni presence, one to lead generation three content marketing, uh, for pr and media, five speaking, six events in seven referral marketing. And I won't unpack all of these here. But if you're looking at these, it's really kind 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 demand generation, like 101 kind of stuff. And it's true um a lot of this, but in their case they're trying to build this around a person, right? So you almost need to build a whole funnel around...

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

...content marketing, right? Which kind of runs a lot of regeneration branding these days. Pr and media, because it's not enough to just say that to essentially proclaim your message and idea. Hopefully you're not proclaiming and declaring that you are a thought leader. Everybody knows that's that's a no no don't do that. Um, but champion your 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 to different 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 so that you're getting in front of a crowd and of course showing up to the events where you can meet people and referral marketing I won't speak to. But they have a big part in their system to do it. And the last part of this book is wrapping it up with what they call is...

...like the major point um that all these seven pillars all surround this main thing that you have to do in order to be a thought leader. And I'm, the more I kind of wander around the space, the more I'm starting to find that this is true, you can be a thought leader without this, but this is definitely rocket fuel for being a thought leader and that is being a published author and it doesn't necessarily have to be published 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 the newspapers uh in order to solidify your ideas and then using the seven pillars of authority to drive people to your book. There's a reason why as good as Gary Vaynerchuk is at speaking and at creating social media every couple of years, he's launching a new book to take all his best insights and new ideas and putting them in a book format, even though the guy can't right, he just hires a ghost writer to write it...

...for him and he should, because there's something about putting in a book that creates a more substantial piece of work that people consume at once and are more likely to be changed by it and more likely to be impacted by it. And there's certainly more likely to see you 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 all the little stories and evidence that supports your unique contributions to the field. And Adam and Rusty um pushed this idea heavily, partly because they run 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 of understand why um in fact I had talked to Adam witty himself on my podcast because I read his book and wanted to talk to him as the author. And when I was talking to him myself, he was like, the reason why you called me up is because I wrote a book, not because I've been publishing a blog, not because of my newsletter, not because...

...of my Youtube channel, not because of a keynote you saw. It's specifically because I wrote a book. So you perceive me as one of the authorities on the topic of authority marketer thought leadership and therefore you wanted to have an interview with me which is free marketing for him. That's the power of a book. And I'll close with that. I would recommend anybody who's thinking about becoming authority is subject to write 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 that it really is worthwhile to write a book on the topic, even if it's a working piece. If you again are interested in what I'm saying, please check out the book, Authority marketing by adam, witty and rusty Shelton. That's available in all bookstores. And if this episode was helpful to you, please smash the writing button on your podcast app, give it the rating that you think it deserves. Um If there's anything you can do to bless me and validate that this was helpful. Just give us a rating. Don't you don't have to leave a review. Just smashed a five...

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

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