The successful execution of Authority Marketing hinges on the creation of a blueprint, unique to the business professional for whom it is created. No two plans are exactly alike, but are all built on a common framework, or rather, on the same Pillars. The Seven Pillars of Authority Marketing are a critical component of the Authority Marketing system at large. A large portion of my new book with Rusty Shelton, Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant, is dedicated exclusively to dissecting each of these Seven Pillars.
The Seven Pillars of Authority Marketing:
- Branding and Omnipresence
- Lead Generation
- Content Marketing
- PR & Media
- Referral Marketing
Building Your Authority Marketing Blueprint
While many business leaders assume they have already taken a fair stab at branding – in truth, the vast majority have neglected to build a personal brand. Witty and Shelton unpack the components of a personal brand in Part II of Authority Marketing, exploring why the endeavor is so important. Unlike corporate brand identity, a personal brand entails an effort to brand yourself as a business professional and thought leader in your field – and reap the rewards that follow. Witty and Shelton stress the importance of owning your online real estate and nurturing online discoverability.
Lead generation, the second Pillar, ensures a steady stream of new business. This is the daily bread of your company, its sustenance – the reason you can continue to function and thrive as a business. This section of the book is teeming with valuable insights and lessons explaining how to locate and court high-quality leads, turning them into paying customers. If there is a single section of the book that cannot be missed for business leaders and marketing professionals – this is it.
Content marketing vexes many business professionals, who haphazardly choose blog topics and inconsistently deliver the content laid out in their content strategy, assuming they have one. Witty and Shelton explain not only the variety of content strategies available to you, but highlight the ways in which you are underusing valuable tools and resources already at your disposal.
PR and media often feel like an uphill battle to many business professionals, but Witty and Shelton offer foolproof strategies to effectively ensure you gain media attention at a grand scale, and how you can repurpose and leverage past media exposure. The pair explain how to book speaking engagements and deliver value to your audience so as to generate leads and create fans. Events, the final Pillar, can serve as a powerful hub to gather people of interest and create a sense of community within your niche.
Referrals are typically seen as helpful, positive, and entirely welcome – but too many business leaders make the mistake of waiting for referrals to fall into their laps by chance. In reality, those who systematically drive referrals as a key component of lead generation are better suited for success than those who don’t. Witty and Shelton explain the three types of referral drivers, and how you can turn referrals into an intentional and strategic aspect of your business – instead of a happy accident.
In Authority Marketing, available May 9th, you will learn how to build your blueprint in depth and once built – you will learn how to implement it! Pre-order your copy now!