March 26, 2025 • 27 mins
In this episode of PODCAST AI by MATCH B2B, Benny Fluman and Brenda dive deep into strategies for building authority in a saturated market. They uncover exactly what makes a consultant an authority today, sharing essential thought leadership strategies for 2025, including how podcasts and targeted content can serve as powerful influence tools. Benny and Brenda discuss practical ways to create high-conversion lead magnets, effectively leverage social proof and showcase client success stories, and highlight personal branding techniques that resonate. You'll learn about the value of speaking opportunities and guest appearances, how to build an integrated publishing ecosystem, and why podcasting should become your weekly trust-building ritual. Finally, they cover smart methods for tracking and measuring your authority growth over time. Tune in to position yourself as the go-to expert in your industry! #AI #Consulting #AudioMarketing #Podcast Contact: Benny Fluman - benny.fluman@match-b2b.com Podcast AI website - https://match-b2b-podcast-ai.com/
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello, and welcome to another episode of Podcast AI.
(00:10):
I'm Benny Fluman, founder and CEO of Match B2B, where we specialize in B2B customer journey
strategies and international market growth.
And I'm Brenda, Senior Business Consultant here at Match B2B.
Today, we're exploring a topic crucial for consultants and businesses alike, establishing
authority in today's increasingly competitive market.
(00:32):
Benny, with LinkedIn profiles overflowing with thought leaders and industry experts,
what truly makes someone an authority these days?
Great question, Brenda.
In my experience, authority in consulting is comprised of four key elements.
First is depth of expertise.
You need specialized knowledge in your domain, backed by publications, certifications, or
(00:56):
a proven track record of results.
The second is credibility through social proof, testimonials, case studies, and references
from respected peers or clients.
Third is maintaining consistent visibility across platforms, including LinkedIn, industry
forums, and events.
(01:16):
Fourth is genuine thought leadership, sharing innovative ideas and frameworks that move
industry conversations forward.
These elements aren't just theoretical.
Consider authorities like Alan Weiss, who wrote Million Dollar Consulting.
He emphasizes specialization and unique value propositions.
(01:37):
Dory Clark's work in standout advocates for consistently creating intellectual property.
The Harvard Business Review has published numerous articles demonstrating how the most
successful consultants effectively combine domain expertise with strategic networking
to establish authority.
Those are rock solid foundations.
(01:59):
You mentioned thought leadership, which seems to be evolving rapidly.
What strategies do you anticipate will be effective for thought leadership as we enter
2025?
The thought leadership landscape is shifting, Brenda.
We're seeing three significant trends emerge.
First, AI and data-driven insights are becoming crucial.
(02:21):
With tools like advanced AI platforms, consultants who can interpret data and provide forward-looking
insights stand out.
Second, there is a shift toward micro-publishing on niche platforms.
Beyond LinkedIn and Medium, specialized Slack or Discord groups and sub-stack newsletters
(02:41):
are gaining significant traction.
Third, short-form video on platforms like TikTok and LinkedIn's native video feature
is being leveraged by B2B thought leaders to distill complex topics quickly and effectively.
The Edelman-Lincoln B2B thought leadership impact studies consistently show that content
(03:03):
showcasing original ideas, not just curation, leads to more qualified leads.
We're also seeing significant value in original research and white papers, particularly in
industries such as biotech, pharmaceuticals, and IT.
And don't overlook collaboration.
(03:24):
Partnering with other authorities or solution providers to produce co-branded research can
double your reach and credibility almost overnight.
That's fascinating.
I've noticed the rise of short-form video even in traditionally text-heavy industries.
Speaking of content formats, you're a strong advocate for podcasting as a tool for building
(03:44):
authority.
How effective are podcasts compared to other content types?
Podcasts are absolute gold mines for authority building, and there are three main reasons
why.
First, they create intimacy and trust.
Voice-driven content fosters a personal connection where listeners often feel they know the host.
(04:06):
Second, they allow for long-form engagement.
Unlike quick social posts, podcasts let you dive deeper into topics and truly showcase
your expertise.
And third, the audience continues to grow.
Edison Research's podcast consumer report shows consistent year-over-year growth in
(04:26):
podcast listeners, particularly in professional and technical niches.
The real magic happens when you integrate podcast content into your broader marketing
strategy.
You can repurpose episodes into blog posts, LinkedIn articles, or short social content.
Guest appearances on other relevant podcasts quickly expand your audience.
(04:49):
And with video formats like Zoom Recordings or LinkedIn Live, you can expand your reach
across multiple platforms, including YouTube.
It's about maximizing the ROI on your content creation efforts.
Right.
And that leads me to think about lead generation.
Once you've built this content ecosystem, how do you convert that authority into actual
(05:10):
business opportunities?
That's where high conversion lead magnets come in, and they're essential for turning
authority into opportunity.
The most effective lead magnets for consultants come in three primary flavors.
First, exclusive research or reports with industry-specific data or case studies.
(05:31):
These are particularly valuable in sectors like IT and biotech.
Second, webinars and workshops allow for real-time interaction, enabling potential clients to
experience your expertise first-hand.
And third, practical toolkits and templates, such as ROI calculators or project management
(05:51):
checklists that provide immediate value.
For these lead magnets to convert effectively, you need three elements.
A crystal clear value proposition that addresses a specific pain point, strategic placement
on your website homepage and LinkedIn profile, and follow-up nurture sequences.
Email campaigns that demonstrate further value and encourage discovery calls.
(06:16):
I've seen conversion rates double or even triple when consultants get these elements
right.
Makes sense.
Building on that, social proof plays a massive role in establishing authority.
What forms of social proof have you found most effective for consultants?
Social proof is the ultimate credibility accelerator, Brenda.
The three most potent forms I've seen are detailed case studies and testimonials that
(06:39):
showcase measurable results, media features and reviews in reputable publications such
as Forbes or industry specific outlets and peer endorsements, especially LinkedIn recommendations
from respected figures in your field.
To amplify your social proof, focus on video testimonials.
They feel more authentic than text and short specific success stories are particularly
(07:04):
impactful.
Industry awards and certifications displayed prominently on your website and LinkedIn profile
add another layer of credibility and don't underestimate the power of social media wins.
Sharing updates that celebrate client milestones or achievements with their permission, of
(07:25):
course, creates a steady stream of social validation.
I couldn't agree more.
Those video testimonials are marketing gold.
Now all of this feeds into personal branding, which can feel overwhelming for many consultants.
What personal branding techniques do you see working particularly well today?
Personal branding doesn't have to be complicated, but it does require intention.
(07:49):
Three key elements make the difference.
Visual consistency with uniform headshots, color schemes and logos across all platforms,
signature frameworks or methodologies that you name and own, like the 4a method and regular
authority content published through channels like LinkedIn's newsletter feature or live
(08:12):
audio rooms on platforms like Twitter Spaces.
For consultants seeking to elevate their personal brand, I consistently recommend Mark Schaeffer's
book Known, which provides a practical guide to personal branding in the digital world
through compelling case studies and don't overlook the power of simple tools like Canva
(08:34):
and DeSigner for creating consistent, professional visuals.
The best personal brands are distinctive without being gimmicky and they make it instantly
clear what unique value you bring to the table.
That's so true.
The consultants who stand out have that visual and messaging consistency across channels.
(08:54):
Another way to boost visibility is through speaking opportunities.
What strategies do you recommend for landing and maximizing speaking gigs?
Speaking opportunities are fantastic authority multipliers and finding the right platforms
is key.
Look for industry conferences and webinars in your specific niche.
(09:14):
Events like AWS ReForIT or BIO International for Biotech.
Professional associations such as PMI or IUE often require speakers for their local chapters
and provide excellent exposure.
And don't overlook virtual summits and podcasts, which have made it much easier to connect
(09:36):
with specialized audiences globally.
When it comes to positioning and pitching, three approaches work best.
Tailoring your topic to align with the event's theme or audience challenges.
Highlighting past speaking credentials with video clips or references and focusing on
educational value rather than self-promotion.
(09:58):
Conference organizers want speakers who solve problems for their audiences, not just pitch
services.
I've seen consultants transform their business after just one well-placed speaking opportunity
that showcases their expertise to the right audience.
Exactly.
And once you start creating all this content, from podcasts to speaking engagements, you
(10:20):
need a system to manage it all.
How should consultants approach building a publishing ecosystem?
A robust publishing ecosystem needs three core components.
First, owned media.
Your website, blog, and email newsletters where you have complete control and direct
audience access.
Second, social media outposts strategically chosen for your industry.
(10:43):
Linked in, Twitter, YouTube, or niche forums relevant to your specialty.
And third, guest publications in high-traffic industry outlets, such as Wired for Tech or
Fierce Biotech for biotech professionals.
The Secret Sauce is a strong repurposing strategy that allows a single piece of long-form content
(11:04):
to be atomized into multiple shorter pieces for cross-platform distribution.
Tools like Trello, Asana, or Notion help plan and schedule this multi-channel publication
and don't neglect the analytics side.
Platforms like SEMrush, RFs, or Moz help you understand audience needs and measure content
(11:26):
performance.
The most successful authority builders I've worked with treat their publishing ecosystem
like a strategic asset, not just a marketing afterthought.
I've seen how transformative that systematic approach can be.
Let's dig deeper into podcasting specifically since we're big believers in the format.
How does podcasting work as a weekly trust-building ritual for consultants?
(11:50):
Podcasting is the ultimate trust-building machine when done consistently.
A regular podcast schedule builds anticipation.
Listeners factor your episodes into their routine, like during their weekly commute.
It fosters authentic engagement by allowing you to speak directly to your audience without
corporate barriers.
Perhaps, most importantly, it builds community through Q&A segments, audience shoutouts, and
(12:15):
social media tie-ins.
To make podcasting sustainable, I recommend batch recording several episodes in one session
to avoid last-minute scrambles.
Develop a guest strategy that brings in complementary experts or even satisfied clients to share
success stories.
While monetization through sponsorships might come later, focus first on building that loyal
(12:38):
audience.
That's one of the reasons we developed our podcast AI platform.
To help consultants transform their existing content into professional podcast episodes
without the heavy lifting of traditional production.
That's such a great point about consistency being key.
With all these authority-building activities, how should consultants track their growth and
(12:59):
impact over time?
What gets measured gets managed, Brenda.
I recommend tracking four key metrics, speaking engagements and media mentions, both in terms
of quantity and quality, client acquisition and conversion rates from content-related
channels, digital footprint measurements such as social media, follower growth and podcast
(13:21):
downloads, and search engine rankings for key industry terms which indicate rising authority.
For measurement frameworks, consider implementing OKRs, objectives and key results with quarterly
goals around content output and audience growth.
A balanced scorecard approach helps include brand perception metrics alongside financial
(13:44):
results.
Tools like Hootsuite or Brand24 can help gauge sentiment and mentions across various platforms.
The most successful consultants I work with review these metrics monthly and adjust their
authority-building strategies accordingly.
It's not about vanity metrics.
It's about seeing the direct correlation between authority activities and business results.
(14:09):
Loves to focus on measurable outcomes.
Now speaking of thought leadership, there is a fine line between showcasing expertise
and coming across as boastful.
How do you recommend that consultants strike that balance?
That's the million-dollar question.
The key is leading with value instead of ego.
When you consistently share insights that help your audience solve problems, you naturally
(14:33):
build authority.
Thought leadership should never be about saying, look how smart I am.
It should be about saying, here's something useful I've learned that might help you too.
I also recommend what I call the result sandwich approach.
Frame your achievements between audience problems and actionable takeaways.
(14:54):
For instance, instead of saying, I increased client revenue by 300%, say, many businesses
struggle with stagnant growth.
By implementing this specific framework, we helped one client increase revenue by 300%.
Here are three ways you might apply similar principles.
(15:15):
This approach maintains the focus on the audience's needs while showcasing your capabilities.
That's such practical advice.
Another challenge many consultants face is standing out in crowded digital spaces.
How can they cut through the noise without compromising their authentic voice?
Digital differentiation is all about finding the intersection between your unique perspective
(15:37):
and your audience's unmet needs.
Start by conducting a competitive analysis.
What topics and angles are everyone in your space covering?
Then look for the gaps or the questions people aren't answering well.
That's your sweet spot.
Authenticity helps you cut through the noise because it's surprisingly rare.
(16:01):
Share real challenges you've faced, lessons from failures or behind the scenes processes.
Content that shows how you think often performs better than content that just shows what you
know.
And don't be afraid of a bit of personality.
Whether that's appropriate humor, cultural references or storytelling techniques that
(16:23):
reflect who you are.
The consultants who stand out most clearly have a consistent, recognizable voice that
feels like a real person, not a corporate entity.
So true.
The consultants with the most loyal followings have that authentic voice.
Let's shift gears slightly.
How should consultants strike a balance between creating their content and curating and commenting
(16:46):
on industry news and trends?
I recommend the 70-20-10 rule.
70% original insights based on your expertise, 20% thoughtful commentary on industry developments
and 10% high quality curation that positions you as a valuable filter for your audience.
This balance ensures you're building a body of original work while still demonstrating
(17:09):
your plugged into the broader conversation.
The commentary piece is particularly valuable because it provides regular content opportunities
without requiring you to develop entirely new ideas each time.
When significant industry news breaks, providing quick and thoughtful analysis that goes beyond
the apparent takeaways can effectively showcase your expertise.
(17:32):
I've seen consultants build substantial followings primarily through insightful commentary on industry
developments, particularly in fast moving sectors such as technology, healthcare and
finance.
That's a really helpful framework.
Now for consultants just starting their authority building journey, what would you say are the
first three steps they should take?
(17:54):
First clarify your positioning.
Identify the specific intersection of who you serve, what problems you solve and how
your approach differs from alternatives.
Without this foundation, all your efforts to build authority will lack focus.
Second, create one substantial pillar piece of content that showcases your expertise and
(18:16):
perspective.
Whether that's a detailed guide, original research or a framework that addresses a common
industry challenge.
Third, establish a consistent presence on just one platform where your ideal clients already
gather rather than trying to be everywhere at once.
(18:36):
I often see new consultants make the mistake of jumping straight to tactics like I need
to start a podcast or I should write a book before they've clarified their positioning.
But authority building without precise positioning is like building a house without a foundation.
It might look impressive temporarily but it won't stand the test of time.
(18:58):
Start with who you are, what you know and who needs that knowledge.
Then select the authority building activities that naturally flow from there.
Excellent advice on starting with positioning first.
You've mentioned various content formats throughout our discussion.
Are there particular formats that tend to work better for specific industries or consultant
(19:19):
types?
Absolutely.
Format industry fit is crucial for efficiency.
For technical consultants in fields like engineering, IT or biotech, detailed how-to guides, technical
white papers and code walkthroughs typically perform well.
For strategy consultants, frameworks, case studies and trend forecasts tend to get the
(19:43):
most traction.
For coaches and leadership consultants, storytelling formats like case examples and personal transformation
narratives often resonate most strongly.
It's also worth considering your strengths and preferences.
If you're naturally articulate but hate writing, podcasting or video might be your
(20:05):
path of least resistance.
If you're more introverted and thoughtful, written formats may better align with your
strengths.
The best authority building strategy aligns industry norms, audience preferences and
your natural communication style.
There's no one-size-fits-all approach.
(20:25):
The consultant who builds authority fastest is often the one who finds the right match
between their expertise and their preferred expression format.
That's such an essential point about playing to your strengths.
Let's discuss the role of AI in authority building as it's becoming increasingly relevant.
How are you seeing consultants effectively leverage AI tools to build their authority?
(20:48):
AI is revolutionizing authority building in three key ways.
First, for content creation, tools like advanced language models can help outline articles,
suggest headlines or even draft initial content that consultants can then refine with their
unique expertise.
Second, for content optimization, AI tools can analyze top-performing content in your
(21:11):
niche and suggest improvements to your headlines, structure or keywords.
And third, for personalization at scale, AI helps segment audiences and customize messaging
without requiring massive time investments.
Our podcast AI platform is a prime example of this approach.
(21:31):
It transforms existing written content into entirely produced podcast episodes, enabling
consultants to expand their reach without having to start from scratch.
The consultants succeeding with AI aren't using it to replace their expertise but to
amplify and distribute it more efficiently.
The time saved on production tasks can be reinvested in the areas where human expertise
(21:56):
still shines.
Developing original insights, building relationships and applying contextual judgment to client
problems.
That's precisely why we developed podcast AI.
To make authority building more accessible, moving to a more practical question, how should
consultants balance time spent on authority building versus client delivery?
(22:18):
This is the eternal consultants dilemma.
I recommend three approaches that help maintain balance.
First, create systems and templates that make authority building more efficient.
Content calendars, standard formats and production checklists can drastically reduce the time
required.
Second, implement what I call content batching.
(22:40):
Dedicating specific blocks of time, such as one day a month, to creating multiple pieces
of content simultaneously rather than trying to fit it in around client work.
Third, repurpose relentlessly.
Each core idea should be expressed across various formats and platforms to maximize ROI on your
(23:01):
thinking.
The most successful consultants I know also view client work and authority building as
complementary rather than competitive.
Client projects generate insights and case examples that fuel content, while authority
building activities attract better clients with bigger budgets who value your expertise.
(23:23):
When you see these activities as a virtuous circle rather than competing priorities, it
becomes easier to justify investing time in both.
And remember, you don't need to produce content daily to build authority.
Consistent quality always trumps sheer quantity.
That virtuous circle approach makes so much sense.
(23:43):
As we wrap up, let's address a common concern.
Many consultants worry about giving away too much of their expertise for free through content.
How do you advise them on this?
I understand that fear, but I've rarely seen it play out in reality.
Think of authority content as a demonstration rather than a donation of your expertise.
(24:05):
Demonstrating your thought process and approach to problems doesn't diminish your value.
It enhances it by proving you can deliver results.
The best clients don't want to DIY with your content.
They want to hire the expert who created it.
I recommend a simple guideline.
Hire the what and the why generously while reserving the customized how for paying clients.
(24:29):
For example, freely explain the framework you use and why it works, but reserve the tailored
application for specific client situations that benefit your services.
This approach positions you as both generous and valuable.
Remember that most clients do not come to consultants because they lack information.
(24:49):
They come because they lack implementation capacity or need accountability.
Content that demonstrates your expertise pre-qualifies prospects who value what you offer.
That's such a helpful reframe.
Demonstration versus donation.
Finally, as we've covered so many aspects of authority building today, what would you
say is the single most important factor that separates consultants who successfully build
(25:14):
authority from those who struggle?
After working with hundreds of consultants, I've found the difference comes down to one
word, consistency.
The consultants who build meaningful authority aren't necessarily the most brilliant or
innovative.
They're the ones who show up regularly with valuable insights over an extended period.
(25:36):
Authority isn't built through occasional viral moments.
It's built through consistently being a reliable and trusted voice in your space.
This is why having systems and processes in place for authority buildings so crucial.
It's not about flashing the pan brilliance.
It's about sustainable, consistent value delivery that compounds over time.
(26:01):
If you can commit to sharing your expertise in a structured way, even if it's just monthly,
for 12 to 24 months, you'll surpass 90% of consultants who start strong but fade quickly.
Authority building is a marathon, not a sprint, and the consultants who approach it with that
mindset are the ones who ultimately succeed.
(26:24):
That emphasis on consistency is the perfect note to end on.
Thank you so much, Benny, for these incredibly actionable insights on building authority
in today's saturated market.
Our listeners who want to learn more about leveraging these strategies can contact us
at Match B2B.
Our podcast AI platform can help you transform your existing content into professional podcast
(26:47):
episodes that build authority and trust with minimal effort.
It's been my pleasure, Brenda, and to all our listeners, remember that building authority
isn't about becoming famous.
It's about becoming the obvious choice for the clients you're best equipped to serve.
We look forward to helping you on that journey.
(27:07):
Thank you for tuning into podcast AI.
Until next time, keep building your authority.
Goodbye for now, and see you in our next episode.
Hello, and welcome to another episode of Podcast AI.
(00:10):
I'm Benny Fluman, founder and CEO of Match B2B, where we specialize in B2B customer journey
strategies and international market growth.
And I'm Brenda, Senior Business Consultant here at Match B2B.
Today, we're exploring a topic crucial for consultants and businesses alike, establishing
authority in today's increasingly competitive market.
(00:32):
Benny, with LinkedIn profiles overflowing with thought leaders and industry experts,
what truly makes someone an authority these days?
Great question, Brenda.
In my experience, authority in consulting is comprised of four key elements.
First is depth of expertise.
You need specialized knowledge in your domain, backed by publications, certifications, or
(00:56):
a proven track record of results.
The second is credibility through social proof, testimonials, case studies, and references
from respected peers or clients.
Third is maintaining consistent visibility across platforms, including LinkedIn, industry
forums, and events.
(01:16):
Fourth is genuine thought leadership, sharing innovative ideas and frameworks that move
industry conversations forward.
These elements aren't just theoretical.
Consider authorities like Alan Weiss, who wrote Million Dollar Consulting.
He emphasizes specialization and unique value propositions.
(01:37):
Dory Clark's work in standout advocates for consistently creating intellectual property.
The Harvard Business Review has published numerous articles demonstrating how the most
successful consultants effectively combine domain expertise with strategic networking
to establish authority.
Those are rock solid foundations.
(01:59):
You mentioned thought leadership, which seems to be evolving rapidly.
What strategies do you anticipate will be effective for thought leadership as we enter
2025?
The thought leadership landscape is shifting, Brenda.
We're seeing three significant trends emerge.
First, AI and data-driven insights are becoming crucial.
(02:21):
With tools like advanced AI platforms, consultants who can interpret data and provide forward-looking
insights stand out.
Second, there is a shift toward micro-publishing on niche platforms.
Beyond LinkedIn and Medium, specialized Slack or Discord groups and sub-stack newsletters
(02:41):
are gaining significant traction.
Third, short-form video on platforms like TikTok and LinkedIn's native video feature
is being leveraged by B2B thought leaders to distill complex topics quickly and effectively.
The Edelman-Lincoln B2B thought leadership impact studies consistently show that content
(03:03):
showcasing original ideas, not just curation, leads to more qualified leads.
We're also seeing significant value in original research and white papers, particularly in
industries such as biotech, pharmaceuticals, and IT.
And don't overlook collaboration.
(03:24):
Partnering with other authorities or solution providers to produce co-branded research can
double your reach and credibility almost overnight.
That's fascinating.
I've noticed the rise of short-form video even in traditionally text-heavy industries.
Speaking of content formats, you're a strong advocate for podcasting as a tool for building
(03:44):
authority.
How effective are podcasts compared to other content types?
Podcasts are absolute gold mines for authority building, and there are three main reasons
why.
First, they create intimacy and trust.
Voice-driven content fosters a personal connection where listeners often feel they know the host.
(04:06):
Second, they allow for long-form engagement.
Unlike quick social posts, podcasts let you dive deeper into topics and truly showcase
your expertise.
And third, the audience continues to grow.
Edison Research's podcast consumer report shows consistent year-over-year growth in
(04:26):
podcast listeners, particularly in professional and technical niches.
The real magic happens when you integrate podcast content into your broader marketing
strategy.
You can repurpose episodes into blog posts, LinkedIn articles, or short social content.
Guest appearances on other relevant podcasts quickly expand your audience.
(04:49):
And with video formats like Zoom Recordings or LinkedIn Live, you can expand your reach
across multiple platforms, including YouTube.
It's about maximizing the ROI on your content creation efforts.
Right.
And that leads me to think about lead generation.
Once you've built this content ecosystem, how do you convert that authority into actual
(05:10):
business opportunities?
That's where high conversion lead magnets come in, and they're essential for turning
authority into opportunity.
The most effective lead magnets for consultants come in three primary flavors.
First, exclusive research or reports with industry-specific data or case studies.
(05:31):
These are particularly valuable in sectors like IT and biotech.
Second, webinars and workshops allow for real-time interaction, enabling potential clients to
experience your expertise first-hand.
And third, practical toolkits and templates, such as ROI calculators or project management
(05:51):
checklists that provide immediate value.
For these lead magnets to convert effectively, you need three elements.
A crystal clear value proposition that addresses a specific pain point, strategic placement
on your website homepage and LinkedIn profile, and follow-up nurture sequences.
Email campaigns that demonstrate further value and encourage discovery calls.
(06:16):
I've seen conversion rates double or even triple when consultants get these elements
right.
Makes sense.
Building on that, social proof plays a massive role in establishing authority.
What forms of social proof have you found most effective for consultants?
Social proof is the ultimate credibility accelerator, Brenda.
The three most potent forms I've seen are detailed case studies and testimonials that
(06:39):
showcase measurable results, media features and reviews in reputable publications such
as Forbes or industry specific outlets and peer endorsements, especially LinkedIn recommendations
from respected figures in your field.
To amplify your social proof, focus on video testimonials.
They feel more authentic than text and short specific success stories are particularly
(07:04):
impactful.
Industry awards and certifications displayed prominently on your website and LinkedIn profile
add another layer of credibility and don't underestimate the power of social media wins.
Sharing updates that celebrate client milestones or achievements with their permission, of
(07:25):
course, creates a steady stream of social validation.
I couldn't agree more.
Those video testimonials are marketing gold.
Now all of this feeds into personal branding, which can feel overwhelming for many consultants.
What personal branding techniques do you see working particularly well today?
Personal branding doesn't have to be complicated, but it does require intention.
(07:49):
Three key elements make the difference.
Visual consistency with uniform headshots, color schemes and logos across all platforms,
signature frameworks or methodologies that you name and own, like the 4a method and regular
authority content published through channels like LinkedIn's newsletter feature or live
(08:12):
audio rooms on platforms like Twitter Spaces.
For consultants seeking to elevate their personal brand, I consistently recommend Mark Schaeffer's
book Known, which provides a practical guide to personal branding in the digital world
through compelling case studies and don't overlook the power of simple tools like Canva
(08:34):
and DeSigner for creating consistent, professional visuals.
The best personal brands are distinctive without being gimmicky and they make it instantly
clear what unique value you bring to the table.
That's so true.
The consultants who stand out have that visual and messaging consistency across channels.
(08:54):
Another way to boost visibility is through speaking opportunities.
What strategies do you recommend for landing and maximizing speaking gigs?
Speaking opportunities are fantastic authority multipliers and finding the right platforms
is key.
Look for industry conferences and webinars in your specific niche.
(09:14):
Events like AWS ReForIT or BIO International for Biotech.
Professional associations such as PMI or IUE often require speakers for their local chapters
and provide excellent exposure.
And don't overlook virtual summits and podcasts, which have made it much easier to connect
(09:36):
with specialized audiences globally.
When it comes to positioning and pitching, three approaches work best.
Tailoring your topic to align with the event's theme or audience challenges.
Highlighting past speaking credentials with video clips or references and focusing on
educational value rather than self-promotion.
(09:58):
Conference organizers want speakers who solve problems for their audiences, not just pitch
services.
I've seen consultants transform their business after just one well-placed speaking opportunity
that showcases their expertise to the right audience.
Exactly.
And once you start creating all this content, from podcasts to speaking engagements, you
(10:20):
need a system to manage it all.
How should consultants approach building a publishing ecosystem?
A robust publishing ecosystem needs three core components.
First, owned media.
Your website, blog, and email newsletters where you have complete control and direct
audience access.
Second, social media outposts strategically chosen for your industry.
(10:43):
Linked in, Twitter, YouTube, or niche forums relevant to your specialty.
And third, guest publications in high-traffic industry outlets, such as Wired for Tech or
Fierce Biotech for biotech professionals.
The Secret Sauce is a strong repurposing strategy that allows a single piece of long-form content
(11:04):
to be atomized into multiple shorter pieces for cross-platform distribution.
Tools like Trello, Asana, or Notion help plan and schedule this multi-channel publication
and don't neglect the analytics side.
Platforms like SEMrush, RFs, or Moz help you understand audience needs and measure content
(11:26):
performance.
The most successful authority builders I've worked with treat their publishing ecosystem
like a strategic asset, not just a marketing afterthought.
I've seen how transformative that systematic approach can be.
Let's dig deeper into podcasting specifically since we're big believers in the format.
How does podcasting work as a weekly trust-building ritual for consultants?
(11:50):
Podcasting is the ultimate trust-building machine when done consistently.
A regular podcast schedule builds anticipation.
Listeners factor your episodes into their routine, like during their weekly commute.
It fosters authentic engagement by allowing you to speak directly to your audience without
corporate barriers.
Perhaps, most importantly, it builds community through Q&A segments, audience shoutouts, and
(12:15):
social media tie-ins.
To make podcasting sustainable, I recommend batch recording several episodes in one session
to avoid last-minute scrambles.
Develop a guest strategy that brings in complementary experts or even satisfied clients to share
success stories.
While monetization through sponsorships might come later, focus first on building that loyal
(12:38):
audience.
That's one of the reasons we developed our podcast AI platform.
To help consultants transform their existing content into professional podcast episodes
without the heavy lifting of traditional production.
That's such a great point about consistency being key.
With all these authority-building activities, how should consultants track their growth and
(12:59):
impact over time?
What gets measured gets managed, Brenda.
I recommend tracking four key metrics, speaking engagements and media mentions, both in terms
of quantity and quality, client acquisition and conversion rates from content-related
channels, digital footprint measurements such as social media, follower growth and podcast
(13:21):
downloads, and search engine rankings for key industry terms which indicate rising authority.
For measurement frameworks, consider implementing OKRs, objectives and key results with quarterly
goals around content output and audience growth.
A balanced scorecard approach helps include brand perception metrics alongside financial
(13:44):
results.
Tools like Hootsuite or Brand24 can help gauge sentiment and mentions across various platforms.
The most successful consultants I work with review these metrics monthly and adjust their
authority-building strategies accordingly.
It's not about vanity metrics.
It's about seeing the direct correlation between authority activities and business results.
(14:09):
Loves to focus on measurable outcomes.
Now speaking of thought leadership, there is a fine line between showcasing expertise
and coming across as boastful.
How do you recommend that consultants strike that balance?
That's the million-dollar question.
The key is leading with value instead of ego.
When you consistently share insights that help your audience solve problems, you naturally
(14:33):
build authority.
Thought leadership should never be about saying, look how smart I am.
It should be about saying, here's something useful I've learned that might help you too.
I also recommend what I call the result sandwich approach.
Frame your achievements between audience problems and actionable takeaways.
(14:54):
For instance, instead of saying, I increased client revenue by 300%, say, many businesses
struggle with stagnant growth.
By implementing this specific framework, we helped one client increase revenue by 300%.
Here are three ways you might apply similar principles.
(15:15):
This approach maintains the focus on the audience's needs while showcasing your capabilities.
That's such practical advice.
Another challenge many consultants face is standing out in crowded digital spaces.
How can they cut through the noise without compromising their authentic voice?
Digital differentiation is all about finding the intersection between your unique perspective
(15:37):
and your audience's unmet needs.
Start by conducting a competitive analysis.
What topics and angles are everyone in your space covering?
Then look for the gaps or the questions people aren't answering well.
That's your sweet spot.
Authenticity helps you cut through the noise because it's surprisingly rare.
(16:01):
Share real challenges you've faced, lessons from failures or behind the scenes processes.
Content that shows how you think often performs better than content that just shows what you
know.
And don't be afraid of a bit of personality.
Whether that's appropriate humor, cultural references or storytelling techniques that
(16:23):
reflect who you are.
The consultants who stand out most clearly have a consistent, recognizable voice that
feels like a real person, not a corporate entity.
So true.
The consultants with the most loyal followings have that authentic voice.
Let's shift gears slightly.
How should consultants strike a balance between creating their content and curating and commenting
(16:46):
on industry news and trends?
I recommend the 70-20-10 rule.
70% original insights based on your expertise, 20% thoughtful commentary on industry developments
and 10% high quality curation that positions you as a valuable filter for your audience.
This balance ensures you're building a body of original work while still demonstrating
(17:09):
your plugged into the broader conversation.
The commentary piece is particularly valuable because it provides regular content opportunities
without requiring you to develop entirely new ideas each time.
When significant industry news breaks, providing quick and thoughtful analysis that goes beyond
the apparent takeaways can effectively showcase your expertise.
(17:32):
I've seen consultants build substantial followings primarily through insightful commentary on industry
developments, particularly in fast moving sectors such as technology, healthcare and
finance.
That's a really helpful framework.
Now for consultants just starting their authority building journey, what would you say are the
first three steps they should take?
(17:54):
First clarify your positioning.
Identify the specific intersection of who you serve, what problems you solve and how
your approach differs from alternatives.
Without this foundation, all your efforts to build authority will lack focus.
Second, create one substantial pillar piece of content that showcases your expertise and
(18:16):
perspective.
Whether that's a detailed guide, original research or a framework that addresses a common
industry challenge.
Third, establish a consistent presence on just one platform where your ideal clients already
gather rather than trying to be everywhere at once.
(18:36):
I often see new consultants make the mistake of jumping straight to tactics like I need
to start a podcast or I should write a book before they've clarified their positioning.
But authority building without precise positioning is like building a house without a foundation.
It might look impressive temporarily but it won't stand the test of time.
(18:58):
Start with who you are, what you know and who needs that knowledge.
Then select the authority building activities that naturally flow from there.
Excellent advice on starting with positioning first.
You've mentioned various content formats throughout our discussion.
Are there particular formats that tend to work better for specific industries or consultant
(19:19):
types?
Absolutely.
Format industry fit is crucial for efficiency.
For technical consultants in fields like engineering, IT or biotech, detailed how-to guides, technical
white papers and code walkthroughs typically perform well.
For strategy consultants, frameworks, case studies and trend forecasts tend to get the
(19:43):
most traction.
For coaches and leadership consultants, storytelling formats like case examples and personal transformation
narratives often resonate most strongly.
It's also worth considering your strengths and preferences.
If you're naturally articulate but hate writing, podcasting or video might be your
(20:05):
path of least resistance.
If you're more introverted and thoughtful, written formats may better align with your
strengths.
The best authority building strategy aligns industry norms, audience preferences and
your natural communication style.
There's no one-size-fits-all approach.
(20:25):
The consultant who builds authority fastest is often the one who finds the right match
between their expertise and their preferred expression format.
That's such an essential point about playing to your strengths.
Let's discuss the role of AI in authority building as it's becoming increasingly relevant.
How are you seeing consultants effectively leverage AI tools to build their authority?
(20:48):
AI is revolutionizing authority building in three key ways.
First, for content creation, tools like advanced language models can help outline articles,
suggest headlines or even draft initial content that consultants can then refine with their
unique expertise.
Second, for content optimization, AI tools can analyze top-performing content in your
(21:11):
niche and suggest improvements to your headlines, structure or keywords.
And third, for personalization at scale, AI helps segment audiences and customize messaging
without requiring massive time investments.
Our podcast AI platform is a prime example of this approach.
(21:31):
It transforms existing written content into entirely produced podcast episodes, enabling
consultants to expand their reach without having to start from scratch.
The consultants succeeding with AI aren't using it to replace their expertise but to
amplify and distribute it more efficiently.
The time saved on production tasks can be reinvested in the areas where human expertise
(21:56):
still shines.
Developing original insights, building relationships and applying contextual judgment to client
problems.
That's precisely why we developed podcast AI.
To make authority building more accessible, moving to a more practical question, how should
consultants balance time spent on authority building versus client delivery?
(22:18):
This is the eternal consultants dilemma.
I recommend three approaches that help maintain balance.
First, create systems and templates that make authority building more efficient.
Content calendars, standard formats and production checklists can drastically reduce the time
required.
Second, implement what I call content batching.
(22:40):
Dedicating specific blocks of time, such as one day a month, to creating multiple pieces
of content simultaneously rather than trying to fit it in around client work.
Third, repurpose relentlessly.
Each core idea should be expressed across various formats and platforms to maximize ROI on your
(23:01):
thinking.
The most successful consultants I know also view client work and authority building as
complementary rather than competitive.
Client projects generate insights and case examples that fuel content, while authority
building activities attract better clients with bigger budgets who value your expertise.
(23:23):
When you see these activities as a virtuous circle rather than competing priorities, it
becomes easier to justify investing time in both.
And remember, you don't need to produce content daily to build authority.
Consistent quality always trumps sheer quantity.
That virtuous circle approach makes so much sense.
(23:43):
As we wrap up, let's address a common concern.
Many consultants worry about giving away too much of their expertise for free through content.
How do you advise them on this?
I understand that fear, but I've rarely seen it play out in reality.
Think of authority content as a demonstration rather than a donation of your expertise.
(24:05):
Demonstrating your thought process and approach to problems doesn't diminish your value.
It enhances it by proving you can deliver results.
The best clients don't want to DIY with your content.
They want to hire the expert who created it.
I recommend a simple guideline.
Hire the what and the why generously while reserving the customized how for paying clients.
(24:29):
For example, freely explain the framework you use and why it works, but reserve the tailored
application for specific client situations that benefit your services.
This approach positions you as both generous and valuable.
Remember that most clients do not come to consultants because they lack information.
(24:49):
They come because they lack implementation capacity or need accountability.
Content that demonstrates your expertise pre-qualifies prospects who value what you offer.
That's such a helpful reframe.
Demonstration versus donation.
Finally, as we've covered so many aspects of authority building today, what would you
say is the single most important factor that separates consultants who successfully build
(25:14):
authority from those who struggle?
After working with hundreds of consultants, I've found the difference comes down to one
word, consistency.
The consultants who build meaningful authority aren't necessarily the most brilliant or
innovative.
They're the ones who show up regularly with valuable insights over an extended period.
(25:36):
Authority isn't built through occasional viral moments.
It's built through consistently being a reliable and trusted voice in your space.
This is why having systems and processes in place for authority buildings so crucial.
It's not about flashing the pan brilliance.
It's about sustainable, consistent value delivery that compounds over time.
(26:01):
If you can commit to sharing your expertise in a structured way, even if it's just monthly,
for 12 to 24 months, you'll surpass 90% of consultants who start strong but fade quickly.
Authority building is a marathon, not a sprint, and the consultants who approach it with that
mindset are the ones who ultimately succeed.
(26:24):
That emphasis on consistency is the perfect note to end on.
Thank you so much, Benny, for these incredibly actionable insights on building authority
in today's saturated market.
Our listeners who want to learn more about leveraging these strategies can contact us
at Match B2B.
Our podcast AI platform can help you transform your existing content into professional podcast
(26:47):
episodes that build authority and trust with minimal effort.
It's been my pleasure, Brenda, and to all our listeners, remember that building authority
isn't about becoming famous.
It's about becoming the obvious choice for the clients you're best equipped to serve.
We look forward to helping you on that journey.
(27:07):
Thank you for tuning into podcast AI.
Until next time, keep building your authority.
Goodbye for now, and see you in our next episode.
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