Harnessing the Power of Authority in Marketing
John Golden had the pleasure of speaking with Frank Hussman, an internet entrepreneur from Amsterdam, Netherlands, with over two decades of experience in B2B marketing and sales. Frank’s mission is to help B2B founders and marketers establish themselves as authorities in their respective industries.
Defining Authority Marketing for B2B Companies
During our conversation, I asked Frank to define authority marketing for B2B companies. He explained that authority marketing is about becoming a recognized expert in your market by showcasing your knowledge and expertise. Frank emphasized that many people possess a wealth of knowledge but fail to share it, thereby missing out on attracting potential clients.
He pointed out that B2B companies often focus too much on their product features, neglecting to highlight the problems they solve. I agreed with Frank, adding that companies sometimes struggle to articulate how their product or service can help in specific business use cases. Frank also noted that technical founders face an additional challenge in communicating effectively with their prospects.
Overcoming Content Overload
We also discussed strategies to overcome the overwhelming volume of content in the market. Frank acknowledged the rise of AI-generated content and the decline in content quality. He suggested that companies need to have a plan and focus on a specific area to become authorities.
Frank also highlighted the effectiveness of video content in standing out and reaching a wider audience. He explained that his company creates various forms of content from one video, including blog articles, newsletters, and podcasts.
Choosing the Right Channels for Content Marketing
The importance of choosing the right channels for your content marketing efforts was another topic we delved into. Frank advised that it’s crucial to focus on one main channel and put all your efforts into it. For most clients, LinkedIn is the preferred channel, so it’s important to post organic content there and boost it with LinkedIn ads for better engagement.
However, we also acknowledged the importance of other channels like YouTube, which is often overlooked as just an entertainment platform. We highlighted that YouTube is actually the second-most-used search engine and can be a valuable tool for business people.
The Power of YouTube for Education
Frank shared his personal experience of using YouTube for educational purposes, such as learning how to do DIY projects. He emphasized that there is a wealth of knowledge available on YouTube, including B2B marketing, demand generation, and video marketing. I added that when using YouTube for educational purposes, the quality of production is not as important as the content itself. I urged people to start small and not let the requirement for expert-level production intimidate them.
The Importance of Authenticity in Content Creation
We also discussed the importance of authenticity in content creation. Frank advised being authentic by sharing personal stories and experiences, including the ups and downs of the journey. This human element is crucial in building connections and trust with the audience, especially in a world where AI and automation are becoming more prevalent.
The Concept of “Edutainment”
In terms of content creation, we touched on the concept of “edutainment,” where educational content is made entertaining to engage the audience effectively.
In conclusion, our conversation with Frank Hussman was a treasure trove of insights into authority marketing, content creation, and the effective use of various channels for content marketing. Stay tuned for more enlightening discussions in our upcoming podcasts.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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