3 keys to Build, Manage and Monetize a thriving LinkedIn Community - Teacher: John Espirian

Many marketing experts say building small online communities is the future of marketing. And we all know that LinkedIn is the platform of choice for business. Today in our lesson we're going to marry those two things and look at how to build an online LinkedIn community. We're going to look at how you build and monetize your community and the three essential steps to get you there. Teaching you to make useful content so that you can build long term relationships with the people That matter to your business. Hello and welcome to the useful content podcast. And today we have a brand new teacher. May I say a professor in the useful content classroom, John Espirian. Hi, John. Thank you very much. That's a lovely description, Juma. Thank you for having me on the show. Delighted to be here. So I've been looking at your work for a very long time and we know each other from LinkedIn. You have one of the, the deepest set of technical LinkedIn content from your website to the newsletter to Espresso to the content you share on LinkedIn. How have you been able to gather? I I'm amazed. I, you know, I'm kind of at a loss for words. I'm going to, I'm amazed at how, how have you been able to gather all that content over the years? Cause everything is so well connected and laid out and cataloged. Well, I appreciate that. Thank you. Uh, I think it's mostly longevity. I've been blogging regularly since 2016. So, you know, when you've been doing something for, for several years, it becomes easier to, for it all to compound. I call it a content estate, and I'm paying into that estate every time to build the interest in it. And, um, I've just been really obsessed with learning how LinkedIn works for many years. So I've. I'm focused on being known for that topic and it means I can go really deep with my research and I know what my audience wants and that's what I've been building on my website and then putting out through my LinkedIn posts and through my email list and now through my paid community. So I guess it pays to focus on one thing for a very long time. You end up building a really big body of work. Yeah, it's a fantastic body of work. I mean, you could just basically ask any question and it can be answered by doing a simple search. I love the fact that that was the case. And today we're going to talk a bit about building a personal brand and trust. And clearly that body of work is reflecting the fact that you've taken time to build this, uh, this personal brand in your own explanation. What is a personal brand? A personal brand is the set of thoughts and feelings that are associated with either the, I think either the perception or the actual experience of dealing with a person or an organization. So it's what you think and what you feel about what a person is going to be like, and then what they're actually like when you deal with them. All of that makes the personal brand. So it's not just what people say about you when you're out of the room, but actually when you're in the room and you experienced that and you come away with a feeling that captures what the personal brand is. For some people, it's really brash and machine gun and right in your face and really energetic. And for other people, it's really laid back. It's really thoughtful, knowledgeable, and you know, there are a million different types of personal brand out there. Mine is really centered around this idea of being relentlessly helpful, which you will have read about in my book, I know. And so I try and focus everything on that idea. So I think, what does it mean to be relentlessly helpful? And I try and show that in everything I do. So for example, my content is not going to be full of ads and lots of rambling stuff. I want to help you and get out of your wa...