#BehindTheCurtain 11: 10 Ways to Establish Your CEO's Thought Leadership w/ Logan Lyles & James Carbary

WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.789 --> 00:00:14.830 the prime resource for decision makers in your industry. Learn more at sweet phish 4 00:00:14.910 --> 00:00:24.300 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:24.420 --> 00:00:28.539 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 6 00:00:28.579 --> 00:00:32.380 Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:33.020 --> 00:00:37.770 That's because the bulk of our interviews aren't with professional speakers and authors. Most 8 00:00:37.810 --> 00:00:41.929 of our guests are in the trenches leading sales and marketing teams. They're implementing 9 00:00:41.969 --> 00:00:46.969 strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in 10 00:00:46.969 --> 00:00:50.320 the world. My name is James Carberry on, the founder of sweet fish 11 00:00:50.359 --> 00:00:53.880 media, a podcast agency for bb brands, and I'm also one of the 12 00:00:53.960 --> 00:00:58.159 cohosts of this show. When we're not interviewing sales and marketing leaders, you'll 13 00:00:58.200 --> 00:01:00.880 hear stories from behind the scenes of our own business. Will share the ups 14 00:01:00.960 --> 00:01:04.590 and downs of our journey as we attempt to take over the world. Just 15 00:01:04.709 --> 00:01:12.189 getting well maybe let's get into the show. Hey, everybody, logan with 16 00:01:12.269 --> 00:01:15.950 sweet fish here. Before we get straight into today's interview, I wanted to 17 00:01:15.989 --> 00:01:19.819 let you know about another podcast you might enjoy. If you were a regular 18 00:01:19.900 --> 00:01:26.500 listener of this show. We'll probably really like the B Tob Revenue Executive experience 19 00:01:26.700 --> 00:01:30.299 with Chads inerson over at value selling associates. Chad is a good friend of 20 00:01:30.379 --> 00:01:34.769 ours here at Sweet Fish, a phenomenal podcast host. I really liked one 21 00:01:34.810 --> 00:01:40.409 of his older episodes from probably a year back, with type Capony, the 22 00:01:40.530 --> 00:01:46.769 author of the transparency saled. Great conversation about leveraging honesty, transparency and a 23 00:01:46.810 --> 00:01:52.480 value added approach in BB sales. Check out the B Tob Revenue Executive Experience 24 00:01:52.680 --> 00:01:56.879 With Chad Sanderson on apple podcast or anywhere you do your listen. All right, 25 00:01:57.079 --> 00:02:01.109 now let's really get into the show. Welcome back to be tob growth. 26 00:02:01.189 --> 00:02:06.230 I'm Logan lyles with sweet fish media. Today is another episode in our 27 00:02:06.390 --> 00:02:09.389 behind the curtain series where we share things that are going on behind the scenes 28 00:02:09.430 --> 00:02:13.629 here at sweetfish, things that we're learning, things that we're going through as 29 00:02:13.669 --> 00:02:16.740 a team, and I am joined as usual on this series by our founder 30 00:02:16.819 --> 00:02:20.699 and CEO, my good Buddy James Carberry. James has it going today, 31 00:02:20.740 --> 00:02:23.379 man, it is going fantastic. Dude, live in my best life over 32 00:02:23.419 --> 00:02:27.139 here. I love it, man. These are always some of the most 33 00:02:27.139 --> 00:02:30.090 fun episodes we get to do. I love doing them with you, man. 34 00:02:30.169 --> 00:02:32.650 Today we're going to be talking about thought leadership. Folks are either going 35 00:02:32.650 --> 00:02:36.129 to be listening in or maybe rolling their eyes a bit. It seems like 36 00:02:36.210 --> 00:02:39.289 it's a hot topic these days and it was something you and I were talking 37 00:02:39.289 --> 00:02:44.090 about this week. As we analyze our chorus call recordings, which are, 38 00:02:44.560 --> 00:02:46.879 you know, a grouping of our podcast interviews that we do here for be 39 00:02:47.000 --> 00:02:52.039 tob growth and sales calls that we're having with perspective clients that are thinking about 40 00:02:52.439 --> 00:02:55.520 starting a podcast or running a podcast series, is on one of our collective 41 00:02:55.560 --> 00:03:00.110 shows, like the BEB sales show or crafting culture, we notice that thought 42 00:03:00.150 --> 00:03:04.990 leadership is coming up forty percent of the time in all of these conversations that 43 00:03:05.069 --> 00:03:07.990 we're having on the podcast and offline with be tob marketers. So there are 44 00:03:08.069 --> 00:03:13.620 two things that I think are important when you talk about thought leadership to kind 45 00:03:13.620 --> 00:03:16.219 of get beyond the why. A lot of folks I'm talking to are wondering 46 00:03:16.460 --> 00:03:20.860 what does thought leadership actually yield? And I know you've got some stats you 47 00:03:20.939 --> 00:03:23.099 want to share with folks today and then you know what to do about it. 48 00:03:23.180 --> 00:03:27.060 Let's start with some of the the stats you were sharing with me. 49 00:03:27.689 --> 00:03:31.569 Some research that linkedin. Did that speak to the impact of thought leadership when 50 00:03:31.569 --> 00:03:35.810 it comes to actual be tob purchase decisions? Let's let's dive in there, 51 00:03:35.849 --> 00:03:38.849 man. Yeah, so I actually read this report a while back and just 52 00:03:38.969 --> 00:03:43.759 resurfaced again because we're about to publish a blog post on this stuff, but 53 00:03:44.439 --> 00:03:47.479 it's linked in a while back. Get A survey one one hundred decision makers 54 00:03:47.759 --> 00:03:53.199 and there's some really compelling insights that came out of it. The first one 55 00:03:53.080 --> 00:04:00.509 is that fifty five percent of decision makers use thought leadership to vet an organization, 56 00:04:00.750 --> 00:04:04.229 which I thought was super interesting. Almost half of c sweet executives gave 57 00:04:04.310 --> 00:04:10.180 their contact information away after reading thought leadership. So you know, you and 58 00:04:10.259 --> 00:04:13.699 I look going to talking to people all the time, that the are very 59 00:04:13.860 --> 00:04:16.339 lead Jin focused. Give me the email, give me the email, give 60 00:04:16.339 --> 00:04:19.620 me the email, give me the email. and to see that half of 61 00:04:19.740 --> 00:04:25.250 c sweet executives gave their contact information away after reading thought leadership. I think 62 00:04:25.250 --> 00:04:29.050 they are really compelling use case for why you should be creating it. But 63 00:04:29.250 --> 00:04:33.050 sixty one percent of c sweet executives are willing to pay a premium because of 64 00:04:33.129 --> 00:04:39.040 a company's thought leadership, and then sixty percent of decision makers made a purchase 65 00:04:39.160 --> 00:04:44.879 they weren't considering before because of thought leadership. So I just think there's some 66 00:04:45.040 --> 00:04:50.040 really compelling data there that that should for those listening to this going rolling their 67 00:04:50.079 --> 00:04:55.269 eyes thinking, Oh God, thought leadership, which you know, honestly I've 68 00:04:55.470 --> 00:04:58.870 done in the past, but it just comes up. As you said, 69 00:04:59.110 --> 00:05:04.149 forty percentent of of our calls, thought leadership ends up coming up. So 70 00:05:04.430 --> 00:05:08.180 a lot of people are talking about it, a lot of people are thinking 71 00:05:08.220 --> 00:05:11.459 about it. Now we've got to figure out how do we actually do it 72 00:05:11.699 --> 00:05:16.379 because, as this linkedin survey shows, clearly it's mapping to revenue. So 73 00:05:16.459 --> 00:05:21.529 I'm really excited to dive into to this particular episode because I think that a 74 00:05:23.209 --> 00:05:31.290 company CEO or someone from their executive leadership team is the ultimately very well suited 75 00:05:31.370 --> 00:05:35.600 to be the face of the company, the chief of Angelist, if you 76 00:05:35.639 --> 00:05:43.079 will, the thought leader from that company. And unfortunately CEOS and senior executives 77 00:05:43.120 --> 00:05:46.079 are insanely busy, and so we've actually come up with a list of ten 78 00:05:46.279 --> 00:05:51.069 things, ten ways that you, as the marketer listening to this, can 79 00:05:51.110 --> 00:05:58.790 actually come alongside your CEO or senior executive and help them create content or create 80 00:05:58.910 --> 00:06:01.189 content on their behalf so that they are having to spend as a little time 81 00:06:01.670 --> 00:06:06.139 as possible. Anything any thoughts that you have, Logan before we dive into 82 00:06:06.180 --> 00:06:10.379 this list of ten things? Yeah, I've got a couple things. That's 83 00:06:10.579 --> 00:06:15.779 the stat that was most interesting to me was almost half of CE suite executives 84 00:06:15.860 --> 00:06:19.170 being willing to give their contact information away, because a lot of the conversations 85 00:06:19.209 --> 00:06:24.730 I'm having with marketing leaders about how they would use their podcast or their podcast 86 00:06:24.810 --> 00:06:28.170 series, we have that conversation about, you know, where does this fit 87 00:06:28.370 --> 00:06:31.769 between to Managin and brand awareness and thought leadership? is obviously more on that 88 00:06:31.879 --> 00:06:36.079 brand awareness side, but that is a pretty compelling stat that that thought leadership 89 00:06:36.120 --> 00:06:41.279 and brand awareness leads to to Managin, when you know folks are willing to 90 00:06:41.360 --> 00:06:46.800 give up their contact information and specifically you know about half of them being senior 91 00:06:46.879 --> 00:06:49.709 level, sea suite level executive. So that was pretty telling to me, 92 00:06:50.029 --> 00:06:55.670 especially given the conversations I'm having day in and day out and you know kind 93 00:06:55.670 --> 00:06:58.430 of what you touched on here. I think is a common theme of, 94 00:06:58.829 --> 00:07:03.060 you know, specifically trying to set up your CEO or another senior level executive 95 00:07:03.100 --> 00:07:06.420 as that thought leader I've kind of been saying, you know, the face 96 00:07:06.540 --> 00:07:10.459 of the franchise. We see it. You know, if you sell the 97 00:07:10.540 --> 00:07:14.220 sales and marketing, you know, then maybe that person is one of the 98 00:07:14.300 --> 00:07:16.569 marketing leaders. You know, we've seen that with Ethan but at bomb on, 99 00:07:16.649 --> 00:07:20.449 the host of the customer experience podcast. We've seen that with other functional 100 00:07:20.569 --> 00:07:25.930 roles. You know, when chorus thatt AI joined us on the BB sales 101 00:07:25.970 --> 00:07:29.129 show to run their series, it's their vp of sales, Joe caprio. 102 00:07:29.290 --> 00:07:32.120 So sometimes it's not the CEO, but oftentimes, you know, I talked 103 00:07:32.160 --> 00:07:35.000 to marketers that say, well, you know, the CEO, you know, 104 00:07:35.160 --> 00:07:39.800 has this industry cloud. They're obviously going to stay with the company for 105 00:07:39.839 --> 00:07:42.959 a very, very long time. So it's it's kind of a safer move 106 00:07:43.120 --> 00:07:46.509 to kind of put your eggs in that basket of developing the thought leadership and 107 00:07:46.589 --> 00:07:50.949 that face of the franchise. Sort of scenario with the CEO so, with 108 00:07:51.149 --> 00:07:56.470 that being said, let's dive into these ten different ways strategies that you can 109 00:07:56.509 --> 00:08:00.939 use to develop the thought leadership of your CEO or another senior executive, depending 110 00:08:00.939 --> 00:08:03.139 on what makes sense for your market, your org. Yeah, so we're 111 00:08:03.139 --> 00:08:07.459 going to go over these Logan Real quick and then I'd actually like to do 112 00:08:07.699 --> 00:08:11.699 some additional episodes where we do a deep dive on some of these, because 113 00:08:11.699 --> 00:08:16.769 I think there's a lot to unpack with most of these actually, but want 114 00:08:16.810 --> 00:08:20.850 to make this as helpful and valuable as I can. So just want to 115 00:08:20.970 --> 00:08:24.730 kind of give you a high level view of what these ten tactics could be, 116 00:08:24.610 --> 00:08:30.439 or the ten tactics that we've identified, and then you can stay tuned 117 00:08:30.519 --> 00:08:35.080 to the behind the curtains episode. Are Behind the curtain series moving forward to 118 00:08:35.159 --> 00:08:39.759 to make sure that you hear US unpack a few of these in later episodes. 119 00:08:39.840 --> 00:08:43.710 But the first one is original research, and you heard US reference the 120 00:08:45.110 --> 00:08:50.070 linkedin study earlier in this episode where you know, Linkedin survey one hundred decision 121 00:08:50.110 --> 00:08:54.149 makers. They ask them a very specific set of questions and they were able 122 00:08:54.149 --> 00:09:01.059 to pull out specific insights and there's just something about data and percentages that's is 123 00:09:01.100 --> 00:09:05.779 a beautiful segway into thought leadership. So linked in being the thought leader on 124 00:09:05.899 --> 00:09:09.129 thought leadership makes a whole lot of sense based on what their platform is. 125 00:09:09.809 --> 00:09:16.570 Original research is just a really, really effective approach that your CEO does not 126 00:09:16.850 --> 00:09:20.450 have to be involved in really at all. I mean you can work with 127 00:09:20.610 --> 00:09:24.720 a company like audience at it. You can read blog posts from Andy Chrestadina 128 00:09:24.919 --> 00:09:31.039 and learn how to do original research. You can get the survey responds together, 129 00:09:31.759 --> 00:09:33.759 you, as the marketer, can figure out what questions you want to 130 00:09:33.799 --> 00:09:37.000 ask and then, if you're working with someone like audience Audi it. Audit 131 00:09:37.360 --> 00:09:43.750 Susan Bear over audience at it. She'll actually help you like see what insights 132 00:09:43.830 --> 00:09:46.669 are coming to the surface based on the data that you're that you're getting in. 133 00:09:46.870 --> 00:09:50.750 She'll hope you come up with the list of respondents. I think you 134 00:09:50.830 --> 00:09:56.820 need like four hundred respondents for it to be statistically relevant, and she can 135 00:09:56.899 --> 00:10:00.500 help with all that stuff, but having those data pointss is huge. The 136 00:10:00.659 --> 00:10:05.740 second one is doing a podcast and featuring guests. This is something that you 137 00:10:05.980 --> 00:10:09.210 can we're obviously biased, being in the business that we're in of producing podcasts 138 00:10:09.289 --> 00:10:13.570 for beautb companies, but we say it because this is how we've grown our 139 00:10:13.610 --> 00:10:18.850 own thought leadership and how we've grown our own business. So having your CEO, 140 00:10:18.970 --> 00:10:24.120 your senior executive, somebody from your team that has clout in the industry 141 00:10:24.559 --> 00:10:28.559 hosting a podcast featuring, you know, other practitioners in the space, that 142 00:10:28.679 --> 00:10:35.909 those conversations are really easy to have, especially for a charismatic leader, and 143 00:10:35.389 --> 00:10:39.909 you, as the marketer, can help set them up with a little bit 144 00:10:39.950 --> 00:10:43.429 of right, a kind of a canned intro for them that they can use 145 00:10:43.549 --> 00:10:48.470 to intro each episode. Give them a little bit of background on the guests, 146 00:10:48.789 --> 00:10:52.500 give a couple questions to ask and whether they're in their hotel room, 147 00:10:52.980 --> 00:10:56.059 you know, on their way to the Air Port, port you you can 148 00:10:56.100 --> 00:10:58.500 do a podcast from anywhere. You can do it on your phone using certain 149 00:10:58.899 --> 00:11:05.210 call recording tools, and so it's a really flexible medium for your senior executive 150 00:11:05.250 --> 00:11:09.730 to be able to record content from wherever they are. You can do the 151 00:11:09.850 --> 00:11:13.529 prep work for them and then you can handle all the post production, whether 152 00:11:13.570 --> 00:11:16.769 you're working with the team like ours or you're doing that in house. So 153 00:11:16.889 --> 00:11:20.799 that's the second one. So we've got original research, a podcast with guests. 154 00:11:20.320 --> 00:11:24.559 The third one is creating long form written content, and this becomes really 155 00:11:24.600 --> 00:11:28.799 easy, especially if you're doing number two. If you're if you're doing number 156 00:11:28.799 --> 00:11:33.870 two, that's weird. If you're if you're doing a podcast, and so 157 00:11:33.429 --> 00:11:37.629 you could take the audio content from that podcast, turn it into long form 158 00:11:37.669 --> 00:11:43.990 written content, make sure that you are focusing that article on a specific keyword 159 00:11:45.389 --> 00:11:50.139 and start to see the SEO benefit of that thought leadership content. That's something 160 00:11:50.179 --> 00:11:54.860 that we're starting to press into a lot more. We have not really fully 161 00:11:54.899 --> 00:11:58.340 utilize this in our own business, but I'm excited to start doing this in 162 00:11:58.419 --> 00:12:03.009 two thousand and twenty. The fourth one is micro videos. So follow around 163 00:12:03.090 --> 00:12:07.049 your CEO and ask them questions. Doesn't have to be every day. Do 164 00:12:07.210 --> 00:12:09.769 It, you know, one day a month, follow your CEO around, 165 00:12:09.809 --> 00:12:13.570 have five or six questions that you ask them, see if you can get 166 00:12:13.570 --> 00:12:16.759 them to go to lunch with you while that you know one day that they're 167 00:12:16.799 --> 00:12:20.840 in the office that month, and pepper them with questions and get it on 168 00:12:20.919 --> 00:12:24.600 video and then you can turn those videos into one two minute videos that you 169 00:12:24.639 --> 00:12:28.840 can post on their linkedin profile, you can use and bed into different blog 170 00:12:28.879 --> 00:12:33.350 posts that you're writing. It doesn't create it doesn't add a lot of lift 171 00:12:33.669 --> 00:12:37.230 for them, because a lot of the things that you're asking them about our 172 00:12:37.309 --> 00:12:41.789 things are probably talking about in board meetings or talking about it with customers. 173 00:12:41.070 --> 00:12:43.940 These are things that they're very well versed on. They don't need to do 174 00:12:43.980 --> 00:12:48.940 a lot of prep. So ask. I love asking questions like what's a 175 00:12:48.019 --> 00:12:52.500 commonly held belief in our industry that you just passionately disagree with? I love 176 00:12:52.700 --> 00:12:58.019 asking CEOS questions about the founding of their business. So, Hey, what's 177 00:12:58.059 --> 00:13:03.730 the story behind you starting the company? I love asking studios why they're passionate 178 00:13:03.769 --> 00:13:09.250 about the industry or where the company. Getting them talking about something that is 179 00:13:09.330 --> 00:13:13.919 coming from a place of passion always makes for incredible content and especially great micro 180 00:13:15.000 --> 00:13:18.799 videos. You make a really good point there, man too, and we 181 00:13:18.960 --> 00:13:22.519 saw this like you know, to take the lift out of it, one 182 00:13:22.559 --> 00:13:28.070 of our customers, Ryan Cohler, over at applicant pro before he joined us 183 00:13:28.149 --> 00:13:31.830 and doing a series on our new show for the HR spacecraft and culture. 184 00:13:31.149 --> 00:13:35.710 You know, he had set out blocks of time once a month with his 185 00:13:35.909 --> 00:13:39.870 team where they just pepper him with questions and they turn those into videos, 186 00:13:39.190 --> 00:13:43.980 posting those on Youtube, and so it didn't have to be all. We 187 00:13:43.059 --> 00:13:48.259 need something this week and we have to corner the CEO. Just think about 188 00:13:48.340 --> 00:13:50.179 you know, can I do it once a quarter? Can I do it 189 00:13:50.299 --> 00:13:52.659 once a month? You be surprised from an hour, our and a half 190 00:13:52.700 --> 00:13:56.129 or two hour session that you probably get, you know, once a month 191 00:13:56.169 --> 00:14:00.730 or a little bit less frequently than that with your CEO. And if you 192 00:14:00.889 --> 00:14:03.889 tee them up with, you know, some great example questions like you've given 193 00:14:03.929 --> 00:14:07.850 us here, it can be very easy to create some compelling content. I 194 00:14:07.929 --> 00:14:11.159 love what you're saying about starting from a place of passion. Man. Yeah, 195 00:14:11.399 --> 00:14:15.840 the fifth one is linkedin. This platform. If you listen to Gary 196 00:14:15.879 --> 00:14:18.840 V at all, you're hearing Gary V go off on Linkedin, and it's 197 00:14:18.879 --> 00:14:24.350 because is it's true, like there's so much opportunity for organic reach on Linkedin 198 00:14:24.429 --> 00:14:28.429 right now it is absurd. I do not have a Gary v size audience 199 00:14:28.750 --> 00:14:31.990 whatsoever and I'm seeing, you know, five hundred and ten, fifteen thousand 200 00:14:31.990 --> 00:14:37.830 views on my linkedin content just by posting, you know, three, two, 201 00:14:37.870 --> 00:14:43.779 three hundred word text only linkedin status updates. I'm engaging with the comments 202 00:14:43.899 --> 00:14:48.019 that are coming in and I'm using engagement groups, which are just message threads 203 00:14:48.019 --> 00:14:54.129 inside of Linkedin. To amplify the content. You can literally start an engagement 204 00:14:54.169 --> 00:15:00.490 group by just starting a text thread on within Linkedin, a message thread within 205 00:15:00.570 --> 00:15:03.409 Linkedin, with a bunch of people from your team, from your internal team, 206 00:15:03.409 --> 00:15:07.159 and say hey, our CEO is going to start posting more on Linkedin. 207 00:15:07.320 --> 00:15:11.360 We want everybody to engage with it when he does or when she does, 208 00:15:11.960 --> 00:15:16.240 and so we're going to post the link to his status update here. 209 00:15:16.919 --> 00:15:18.799 Anytime you see a message in this thread, click on the link, go 210 00:15:20.000 --> 00:15:24.149 engage with the Post. And what that does that engagement and tells linkedin that 211 00:15:24.470 --> 00:15:28.710 there are there's interest in this in this post. You've got a obviously the 212 00:15:30.269 --> 00:15:35.230 content can't suck because link yeah, and smarter than that. But likely, 213 00:15:35.350 --> 00:15:39.580 if you're if you're taking content from a passionate stand, passionate point of view 214 00:15:39.620 --> 00:15:45.019 or stand that your CEO is taking, it's going to be good content and 215 00:15:45.139 --> 00:15:48.019 so it's going to do very well. The sixth one is to be a 216 00:15:48.100 --> 00:15:54.529 guest on multiple podcast this is something that our friend Tom Swab at interview Valet 217 00:15:54.690 --> 00:16:00.850 has mastered, but getting becoming a guest on other podcasts is just a game 218 00:16:00.929 --> 00:16:04.759 changer, especially if you have your own podcast, because your CEO can talk 219 00:16:04.759 --> 00:16:10.320 about the podcast that they do while they are a podcast on other shows and 220 00:16:10.840 --> 00:16:15.159 can grow your audience for for the show that you guys do because of the 221 00:16:15.360 --> 00:16:19.509 quote unquote, podcast tour that he or she goes on. Whenever they guessed 222 00:16:19.549 --> 00:16:25.029 on other shows, it's, you know, they're being asked the questions and 223 00:16:25.269 --> 00:16:27.590 the questions are not, you know, Earth Shattering. They're likely questions again, 224 00:16:27.629 --> 00:16:32.309 that these folks are talking about every day. So doesn't require a lot 225 00:16:32.350 --> 00:16:36.460 of prep, doesn't require a lot of work on behalf of your you know, 226 00:16:36.820 --> 00:16:41.100 on the part of your CEO. So it's a pretty lightweight way to 227 00:16:41.299 --> 00:16:45.220 create content that can then cascade into you can turn those into written posts if 228 00:16:45.299 --> 00:16:48.450 they if they do the call on Zoom, you can turn that into video 229 00:16:48.490 --> 00:16:51.730 content. Lots of things you can do with that. The seventh one is 230 00:16:51.809 --> 00:16:56.250 creating content with industry influencers, doing things like webinars, doing things like virtual 231 00:16:56.370 --> 00:16:59.690 summits. This is very good if you're, if you're more of a lead 232 00:16:59.850 --> 00:17:04.720 gen focused marketer and not so much brand market but if you are, you 233 00:17:04.799 --> 00:17:08.519 know, putting on events that that are behind a gate, so to speak, 234 00:17:08.559 --> 00:17:12.599 and they're going to require people to sign up for that event, similar 235 00:17:12.680 --> 00:17:17.390 to I think I saw sales hackers doing a two thousand and twenty sales summit 236 00:17:17.470 --> 00:17:21.549 and they've got twenty seven speakers that are speaking at this event and I think 237 00:17:21.589 --> 00:17:23.589 to get access to that event you have to sign up with your email. 238 00:17:23.589 --> 00:17:27.349 We've done this with master classes in the past. So we go out and 239 00:17:27.630 --> 00:17:33.059 and feature content from industry influencers and we put that content behind a gate. 240 00:17:33.740 --> 00:17:38.339 That content is very easily repurposed. Again. You can take that content repurpose 241 00:17:38.380 --> 00:17:41.819 it into linkedin post for your CEO. You can even share some of the 242 00:17:41.900 --> 00:17:47.490 videos from the influencers and have your CEO Post it. So even though it's 243 00:17:47.490 --> 00:17:52.609 not your CEO in the content itself, it can be your CEOS take on 244 00:17:52.809 --> 00:17:56.849 what this particular influencer said, and so very, very easy, lightweight way 245 00:17:56.930 --> 00:18:02.200 to create content with your CEO. The eighth one seems like a really heavy 246 00:18:02.319 --> 00:18:04.799 lift, but it can actually be a lot easier than you think, and 247 00:18:04.880 --> 00:18:10.799 it's writing a book. Most CEOS I talked to have aspirations to write a 248 00:18:10.839 --> 00:18:12.069 book. They just say they don't have the time to do it. I 249 00:18:12.190 --> 00:18:17.829 actually work with the company called scribe. You can go to scribe writingcom to 250 00:18:17.829 --> 00:18:19.549 check them out. Think there's lots of service providers that do this kind of 251 00:18:19.630 --> 00:18:23.589 work. But but you can actually write. You can write a book in 252 00:18:23.829 --> 00:18:30.019 a pretty, pretty easy fashion by working with a ghostwriter. You, as 253 00:18:30.099 --> 00:18:33.819 the marketer, can really help outline what the book needs to be. I've 254 00:18:33.859 --> 00:18:38.059 seen a lot in the case of drift, their former VP of marketing. 255 00:18:38.099 --> 00:18:44.170 I guess now he just he just recently left, but he actually co wrote 256 00:18:44.170 --> 00:18:48.250 the book with their CEO, David cancel. So the Book Conversational Marketing, 257 00:18:48.730 --> 00:18:52.650 and then and then bombomb. You mentioned Ethan, but before I don't think 258 00:18:52.690 --> 00:18:56.960 they you use a service like scribe, but even did a lot of the 259 00:18:56.000 --> 00:19:00.079 heavy liifting on the actual writing of the book. Ethans, you know, 260 00:19:00.240 --> 00:19:04.079 the marketer, the chief evangelist at the company. And who is Steve? 261 00:19:04.119 --> 00:19:10.349 They're see em. He coauthored hit with Steve Passing Eli there their CMO. 262 00:19:10.630 --> 00:19:14.349 You know. Another good example is Sangram. You know we talked about Sangram 263 00:19:14.430 --> 00:19:18.710 so much here, but he mentioned on an episode here on BB growth how 264 00:19:18.230 --> 00:19:22.430 being a host of their podcast, which you know, if you listen to 265 00:19:22.509 --> 00:19:26.779 the flip my funnel podcast, you'll know that. You know he doesn't host 266 00:19:26.819 --> 00:19:30.619 every single interview. So they found some ways to make that effective for him 267 00:19:30.059 --> 00:19:33.819 as a high level executive at terminus, but they took a lot of that 268 00:19:34.059 --> 00:19:40.250 content and it gave them the fodder for their new book ABM IS B Tob. 269 00:19:40.569 --> 00:19:44.970 So you know, whether it's using a company like scribe media or looking 270 00:19:45.009 --> 00:19:48.890 at your podcast content or, you know, coauthoring it between two executives, 271 00:19:49.130 --> 00:19:52.359 the lift can be lighter than then what a lot of people think. To 272 00:19:52.400 --> 00:19:56.319 your earlier comment, yeah, and it's it makes such a strong stance. 273 00:19:56.359 --> 00:20:00.920 It's something you can use for years and years and years down the road. 274 00:20:00.960 --> 00:20:04.160 I mean, I can bet you know Ethan is going to be talking about 275 00:20:04.279 --> 00:20:07.910 rehumanize your business, you know three, four or five years from now. 276 00:20:08.470 --> 00:20:14.109 So it's a long lasting asset that I think is worth figuring out how to 277 00:20:14.589 --> 00:20:18.710 how to create. I'm about to launch my first book content base networking in 278 00:20:18.190 --> 00:20:22.539 middle of January, and so I'm really excited about that and the longevity that 279 00:20:22.619 --> 00:20:26.940 we're going to get out of that asset. The ninth one is speaking on 280 00:20:26.099 --> 00:20:30.539 stages. So there are guys like Pete Vargas that talk about how you can 281 00:20:30.579 --> 00:20:34.380 get on more stages. You can work with firms that help you get on 282 00:20:34.660 --> 00:20:40.410 two more stages, but getting your CEO onto more stages is likely something that 283 00:20:40.450 --> 00:20:42.769 they want to do anyway. You can help them come up with talk tracks 284 00:20:42.890 --> 00:20:47.970 for what their keynotes could be, what their sessions could be specific, you 285 00:20:48.049 --> 00:20:51.960 know, helping them kind of outline what the content could be. But this 286 00:20:52.240 --> 00:20:55.359 obviously, you know, requires more lift on their port, on their part, 287 00:20:55.359 --> 00:20:56.920 because they've got to travel, they've got to get on that stage, 288 00:20:57.359 --> 00:21:03.119 but those are likely opportunities that they want to do anyway and, if anything 289 00:21:03.119 --> 00:21:07.430 else, for their ego. But you can also get a lot of video 290 00:21:07.470 --> 00:21:11.750 footage. You can turn that video footage than into written content. So again, 291 00:21:11.109 --> 00:21:15.230 as we're just talking about content as a you know this fly will principle, 292 00:21:15.269 --> 00:21:18.500 where you're creating it in one place and then be able to turn it 293 00:21:18.619 --> 00:21:22.740 into a variety of different pieces of content. Speaking on stage is definitely one 294 00:21:22.779 --> 00:21:26.779 way to do that. And the last one I'll talk about here is contributing 295 00:21:26.819 --> 00:21:32.339 for a large publication. I've written content for entrepreneurcom, for business insider, 296 00:21:32.500 --> 00:21:37.289 for helping to post and doing those things, whether your work with the PR 297 00:21:37.369 --> 00:21:41.890 firm to do it or you build relationships with editors yourself and then start to 298 00:21:41.009 --> 00:21:47.960 pitch articles that you think will be helpful for that that audience of that publication. 299 00:21:48.400 --> 00:21:52.240 It's a tougher route. Your CEO actually doesn't need to be involved at 300 00:21:52.240 --> 00:21:56.440 all. You can do all of that leg work and you can even ghost 301 00:21:56.559 --> 00:22:00.359 write the content that ends up getting published on those publications. But I still 302 00:22:00.359 --> 00:22:04.950 get comments every day, almost every day, about content that I've written for 303 00:22:04.990 --> 00:22:11.390 these larger publications. They obviously have massive reach and and it's a huge credibility 304 00:22:11.470 --> 00:22:15.670 piece to be able to for you as a marketer to be able to leverage 305 00:22:15.670 --> 00:22:19.420 the content your CEO creates on those big platforms and your sales team can use 306 00:22:19.500 --> 00:22:23.539 that as sales enablement material. Yep, absolutely, you've been able to use 307 00:22:23.579 --> 00:22:26.059 a lot of that's just that's exactly where I was going to go. Man, 308 00:22:26.180 --> 00:22:29.299 like a lot of people know that. You know I'm not only a 309 00:22:29.420 --> 00:22:32.490 cohost of the show, but I head up sales for for sweet fish here 310 00:22:32.650 --> 00:22:34.450 and I think I sent you an email the other day when, you know, 311 00:22:34.690 --> 00:22:37.690 a new lead came in bound on our site and they're like, Oh, 312 00:22:37.809 --> 00:22:41.769 we found you via your CEOS entrepreneur article. So one it led to 313 00:22:41.809 --> 00:22:48.160 Legion to the credibility as you mentioned on the topic. I think it was 314 00:22:48.200 --> 00:22:51.119 the one that you wrote about how to get thousands of views on your linkedin 315 00:22:51.279 --> 00:22:53.559 content, unpacking some of the best practices, you know we've done there, 316 00:22:53.880 --> 00:22:59.430 and then I use that regularly, as you said, as as sales enablement, 317 00:22:59.470 --> 00:23:02.269 because it unpacks some of the things that we do on Linkedin for our 318 00:23:02.309 --> 00:23:06.750 customers. So being able to say, like, our CEO wrote and article 319 00:23:06.869 --> 00:23:10.869 for Entrepreneur on this and this is what we're going to execute for you like 320 00:23:11.069 --> 00:23:14.940 it just, you know, levels up the conversation so much as opposed to 321 00:23:14.980 --> 00:23:18.299 me as the salesperson just saying, yeah, we can create really good linkedin 322 00:23:18.420 --> 00:23:22.140 content for you. Yeah, exactly. So those are the ten things. 323 00:23:22.700 --> 00:23:26.019 We actually went into more detail. Are Women into more detail on each of 324 00:23:26.059 --> 00:23:30.210 those than I think I originally planned to. So stay tuned for future episodes. 325 00:23:30.250 --> 00:23:33.410 If there's one of those that you're interested in learning more about, definitely 326 00:23:33.410 --> 00:23:37.930 shoot logan or eye and email logan at sweetish Mediacom, James At sweetish Mediacom. 327 00:23:38.369 --> 00:23:42.359 Connect with us on instagram yours as I am Logan Lyles. Is that 328 00:23:42.400 --> 00:23:47.119 right, Logan? Yeah, man, so I am I'm at James Carberry 329 00:23:47.119 --> 00:23:51.759 at I am Logan lyles connect with us there. You can connect with this 330 00:23:51.839 --> 00:23:55.160 via email where whatever's easier for you. We'd love to hear from you. 331 00:23:55.200 --> 00:23:57.710 We always love getting feedback on these episodes. If there is one of these 332 00:23:57.910 --> 00:24:02.150 ten that that stood out and you want us to do a little bit more 333 00:24:02.190 --> 00:24:04.069 of a deep dive on it, let us know. But thank you so 334 00:24:04.190 --> 00:24:10.180 much for listening. Logan, I love our time and love getting to do 335 00:24:10.299 --> 00:24:12.380 this. Man, another great episode. Man, I love doing these chats 336 00:24:12.420 --> 00:24:17.740 on on the behind the curtain series. Thank you everyone so much for listening. 337 00:24:19.660 --> 00:24:23.690 We totally get it. We publish a ton of content on this podcast 338 00:24:23.809 --> 00:24:26.890 and it can be a lot to keep up with. That's why we've started 339 00:24:27.009 --> 00:24:32.529 the BB growth big three, a no fluff email that boils down our three 340 00:24:32.609 --> 00:24:37.289 biggest takeaways from an entire week of episodes. Sign up today at Sweet Phish 341 00:24:37.369 --> 00:24:42.079 Mediacom Big Three. That sweet PHISH MEDIACOM Big Three