In this AI marketing podcast episode, Dan Sanchez and Ken Freire unpack what it really takes to become an authority on social media in today’s chaotic content landscape. They break down the popular but vague "document, don't create" strategy and reshape it into something far more actionable: "learning in the light." Whether you're starting your thought leadership journey or rebooting it, they map out exactly how to build credibility by being a visible, humble learner.

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Timestamps

00:00 - Why Gary Vee's "document" advice misses the mark
01:44 - The evolution of social media from quotes to "interest media"
03:51 - What still works: authenticity and storytelling
04:22 - How to choose what to post: be helpful, not vague
06:10 - The power of asking questions vs. giving advice
09:09 - Vulnerability vs. oversharing: where to draw the line
13:06 - Why optimism is essential for authority
14:29 - Fit2Fat2Fit and the "journey to mastery" model
16:08 - Should you share failures too? Yes, with the right frame
19:19 - The post formula: Why > What > How > Question
21:22 - Team Quantity: post more to get better
23:17 - Don’t just post, comment: LinkedIn/X engagement hacks
28:42 - Comments are content too: the hidden benefit
29:41 - Avoiding burnout: the 90-day sprint method
31:25 - Building your idea flywheel
33:53 - Sharing wins without sounding like a bragger
36:08 - The next step: from expert to contributor

Jeff Siegel

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