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.

My Favorite AI Tools

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

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