317: FROM THE TRENCHES / Niche now, national later: Playing the visibility long game - with Trevor Young & Tom Schwab
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317: FROM THE TRENCHES / Niche now, national later: Playing the visibility long game - with Trevor Young & Tom Schwab
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概要
*** Small stages lead to big ones. Narrow niches lead to national news. You don’t start on Broadway - you start 'off Broadway' ***
This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.
We're flipping things this week - instead host Trevor Young doing the interviewing, today he's the one being interviewed.
This episode is a replay of a conversation Trevor had with Tom Schwab on the The Podcast Interview Marketing Show (you can find the original interview here).
Let's get into it!
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EPISODE OVERVIEW:
Forget fireworks, build momentum!
Trevor Young and Tom Schwab, founder of Interview Valet, unpack Trevor's Rolling Thunder Strategy - a blueprint for growing credibility, authority, and a brand that actually lasts.
What you’ll learn:
- Why one big publicity moment isn’t as powerful as consistent, niche exposure
- How to play the long game in branding and earned media
- The crucial difference between earned authority and manufactured influence
- How AI is changing how people find and trust you
- Steps to becoming the go-to expert in your industry
Notable highlights:
- Don’t chase tier one media exposure -start with niche podcasts and industry blogs
- Build trust with the right people, not just big audiences
- AI is now doing your research; credibility online = credibility in its results
- Reputation creators vs indie content creators - focus on impact, not vanity metrics
- Consistent effort creates “Rolling Thunder”: start small, grow big, amplify everything
Action steps:
- Pick your niche and own your voice
- Create one owned media channel (blog, newsletter, podcast, or YouTube)
- Secure guest spots or articles in specialised industry spaces
- Keep a log of your media, amplify it on socials, build your authority wall
- Focus on credibility before conversions - earning trust is earning future business
Subscribe & connect:
- Get more wisdom: Earn the Right newsletter on Substack (earntheright.co)
- Follow Trevor Young and Tom Schwab on LinkedIn
- Check out Tom's podcast - The Podcast Interview Marketing Show