As a B2B creator, you aim to establish your authority in your industry.
However, you don’t have a decade to gradually build it by consistently creating content, publishing on various platforms, engaging with your niche audience, and entering discussions with more prominent creators.
You need to gain recognition more swiftly. So, what’s the solution?
In the 10 years since I began cultivating my personal brand, I’ve observed that there are two primary methods to establish authority in your industry:
→ Experiment with diverse approaches while maintaining a disruptor mindset.
→ Adopt a builder mindset, laying one brick at a time to construct a grand edifice.
Today, our focus is on those who wish to experiment with varied strategies and rapidly amplify their authority.
Here are two straightforward strategies to bolster your influence in your industry:
- Be the proof behind the advice.
- Do the things that nobody is willing to do.
Now, let’s delve deeper into each of these points.
1. Be the Proof Behind the Advice
Anyone can create content on various platforms these days. It’s simple, easy, and accessible.
That’s why the debate between Quality vs. Quantity will always be a topic of discussion.
However, to build authority, you must provide value that surpasses the ordinary.
Here’s what you can do:
Step 1: Identify a problem people face in your industry. This means understanding your audience and market and being attuned to their needs.
Step 2: Address one problem and seek a solution. You don’t necessarily have to solve the problem entirely. Instead, explore various solutions for that single issue. It might work, or it might not. But the act of searching for a solution, documenting the process, and attempting to address the issue will give you a significant edge over your competitors.
Step 3: Document the process of searching for the solution and your attempts to implement it. Whether or not you solve the problem isn’t the primary focus here. The main objective is to chronicle the journey. What does this entail? Write a blog post about it. Create a video. Discuss it on a podcast. Ensure that there’s a platform where people can access and engage with your entire process.
Step 4: Replicate this approach on every platform where you have a presence. Create content, distribute it, remix, reshape, and rewrite. Discuss the problem, the process of seeking a solution, the progress of implementing the solution, and share your insights and findings.
This will place you in a position where you’re not just discussing a topic; you’re also demonstrating your expertise, your passion, and the evidence supporting the advice you offer.
The most renowned creators are those who can substantiate their advice with proof.
That’s why Justin Welsh is a prominent figure in the content marketing industry.
He embodies the evidence behind his advice, as seen in his LinkedIn course and his newsletter.
TL;DR
- Provide tangible evidence to back up your advice.
- Document your process.
- Chart your progress.
- Doing so builds trust and enhances your credibility.
2. Do the things that nobody is willing to do.
This might involve stepping out of your comfort zone or taking a risk.
Ryan Holiday refers to this as the Canvas Strategy.
To better understand the principle behind this, consider the following example:
In 2020, while watching Noah Kagan’s YouTube videos, I realized that they could easily be transformed into an Instagram Carousel.
After analyzing a single video, I distilled it into 10 simple slides, ensuring the design was in harmony with Noah’s brand aesthetics, from color to style.
I then shared this visual with Noah, informing him that it was tailored specifically for him. If he liked it, I offered to provide it in formats suitable for both Instagram and LinkedIn.
His response was positive.
Given Noah’s prominence online, once he posted the content on both LinkedIn and Instagram, I promptly received requests from individuals outside my community to craft similar carousels for them.
This is a straightforward strategy you can employ with someone who can introduce you to a broader audience.
However, there are hundreds of others who can do what you do.
So, I employed a permissionless co-marketing strategy to get Noah’s attention:
Step 1: I familiarized myself with his videos, understanding his style, strategy, content, and industry perspective.
Step 2: I completed the work before seeking approval. I watched the video, designed the carousel, and had it ready to present. This meant investing over 5 hours into the project.
Step 3: I forwarded the work to Noah, highlighting that it was suitable for two of his platforms – not just one. One piece of content, two formats, two platforms.
Step 4: He introduced me to his assistant, and subsequently, we collaborated on three additional projects.
This approach enabled me to present at conferences like Ad World, host webinars with industry experts, and enhance my authority within the sector.
Such dedication and a willingness to challenge the status quo distinguish industry leaders.
Taking risks can be daunting, but it’s intrinsic to content marketing.
The primary challenge is to consistently think innovatively and devise unique strategies to amplify your brand’s visibility.
This journey might involve grappling with uncertainty and potential failures. However, the fundamental goal remains: offer genuine value to your audience, foster engagement, and establish trust.
Begin nurturing and expanding your authority today.
You’re embarking on a path that requires you to challenge norms and explore uncharted territories.
TL;DR:
→ Stay proactive: Identify market gaps and devise solutions, converting them into content opportunities.
→ Document your journey: Write, speak, and produce videos about it.
→ Consistently convey your message across platforms: Discuss the problem and process until it’s deeply ingrained in your audience’s consciousness.
→ Go above and beyond: Undertake tasks others in your domain might avoid and embrace risks to differentiate yourself.
Remember, this journey, though potentially arduous and uncertain, should keep you anchored to your ultimate objective: not just amassing an audience, but cultivating an engaged community that values and trusts your genuine expertise.
Now, it’s time to implement these principles and elevate your B2B Creator endeavors.