317: FROM THE TRENCHES / Niche now, national later: Playing the visibility long game - with Trevor Young & Tom Schwab

*** 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!

__________________

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:

1. Pick your niche and own your voice
2. Create one owned media channel (blog, newsletter, podcast, or YouTube)
3. Secure guest spots or articles in specialised industry spaces
4. Keep a log of your media, amplify it on socials, build your authority wall
5. 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