Authority Marketing – Building Trust and Visibility in the Age of AI

Marketers and their unfortunate cousins, digital marketing specialists, have long believed that success was a matter of doing all the things. For years we chased the algorithm like a dog chasing a car. Now that Google leaks helped us catch it, we realize the algorithm wasn’t even driving, it was following trust signals. Running a background check, not a race.

For years, entire marketing careers, really, we followed a clear playbook: “SEO,” “performance marketing,” “content velocity,” “omnichannel presence,” and “lead magnets”. Automation tools hummed quietly in the background, posting, reposting, repurposing. Social media schedulers drip-feed content at the best hours. Content calendars stretched out like Soviet plans.

A relentless parade of activity, measurable in graphs, dashboards, and quarterly reports.

All splendidly industrious.

All largely invisible.

Visibility without credibility turned out to be the marketing equivalent of shouting “Look at me!” in a room full of toddlers, noisy, exhausting, and, ultimately, ignored.

As Seth Godin once noted, even French cows lose their charm when there are enough of them. Today visibility is common, credibility is scarce.

Today’s gatekeepers aren’t media moguls or magazine editors. They’re AI tools trained to prize credibility, authority signals, and substance.

ChatGPT, Gemini, Claude, Perplexity, don’t reward the brand shouting loudest. They reward the brand demonstrating real, persistent signals of authority.

You can post 17 times a day, hop on every podcast, and tap-dance on your TikTok… but it won’t matter unless people trust you.

After observing hundreds of talented people and importand brands struggling, I decided someone ought to explain how to actually build Authority that matters. Ideally, someone literate. Failing that, me.

My new book, Authority Marketing: Building Trust and Visibility in the Age of AI, is the guide for this strange, brilliant, maybe even frightening new world.

Inside you’ll learn:

• The ACE Method I use to improve the authority of the brands I work with
• How to craft AI Authority Signals
• How to build Authority Stacks instead of broken funnels
• How to create Signature Ideas that make you or your brand believable
• How to use The 3S’s of Authority Marketing: Substance, Signal, Story

All with Real World Examples for every chapter.

The book launches on May 25, 2025. Pre-orders are now open: Amazon pre-order link.

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