182 From unknown B2B writer to high-profile LinkedIn expert: How John Espirian built a personal brand by being relentlessly helpful artwork
Reputation Revolution | the Influence & IMPACT podcast

182 From unknown B2B writer to high-profile LinkedIn expert: How John Espirian built a personal brand by being relentlessly helpful

  • S4E182
  • 54:20
  • February 7th 2021

In this week's episode, author of Content DNA, John Espirian, unpacks his personal branding journey, explaining how he went from an unknown B2B technology writer to a high-profile LinkedIn expert who has successfully managed to differentiate himself from his competitors in the marketplace.

{ N.B. After we listen to John's story, John and host Trevor Young shift gears and discuss LinkedIn tips and strategies }

John's the real deal. He's a genuine, humble guy. He's not flashy, but he's credible.

This makes him the antithesis of many of the self-proclaimed 'thought leaders' we see out there on the web who are good at scoring airtime, but scratch beneath the surface and there's not a lot there.

In this wide-ranging chat with Trevor Young, John discusses:

  • why he chose to build his personal brand in the first place
  • his book Content DNA, and why he wrote it
  • the concept of creating personal brand building blocks, and how they helped him establish a unique tone of voice
  • the importance of showing up and relentlessly delivering value time and time again
  • making public promises and staying true to them
  • the 90/10 rule - spending 90% of time on a primary social channel, and 10% on a second one.

John also covers blogging, writing styles, and building an email list.

In part 2 of the interview, John and Trevor take a deep dive into LinkedIn.

John touches on:

  • LinkedIn's algorithm and the potential of organic visibility on the platform versus Facebook
  • the type of content that performs best for John on LinkedIn
  • tips for increasing views of your LinkedIn posts
  • why LinkedIn values 'dwell time'

John Espirian quotes:

ūüĎČ "Your brand identity is like a hook of a great song: get it right and people will echo it back to you."

ūüĎČ "I've found that people who find me through LinkedIn are willing to pay up to 30 percent more than the people who find me through Google."

ūüĎČ "You've got to turn up, you've got to do the reps in the gym kind of thing. And eventually you will become known. But you've got to stick at it for long enough for it to happen."¬†

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Reputation Revolution | the Influence & IMPACT podcast

The PR Warrior Trevor Young helps entrepreneurs, leaders and experts build visibility, influence and trust in today's 'reputation economy'.