Authority Content – Book Interview

Heidi Cohen Interviews David Jenyns

New book: Authority Content: The Simple System for Building Your Brand, Sales, and Credibility


Authority ContentQ: What’s your best piece of advice for readers looking to improve their marketing?

Focus on marketing activities where you continually get paid over a long period of time. That is to say, focus on building digital assets that continue to drive you traffic and sales rather than looking for loop holes that last for a short period in time.

For example, focus on building up useful and helpful content rather than focusing on how to beat Google’s algorithm.

Q: What was the inspiration for Authority Content?

We work with lots of small and medium sized business owners who intuitively know they need to be creating great content but don’t have the time. Authority Content was designed as a way to make this process as easy as possible for the business owner. With the Authority Content process you can create 6 months of content in one day!

Q: What is the key concept behind your book?

The key process outlined in the book is built on what I call “the 3 Ps” – Present, Product, Promote.

  • Present: is about batching your content creation, capturing as much quality, in-depth, rich content as we can in the shortest possible time and for the least amount of money.
  • Product: is how we package that content into something valuable that people can easily access. It answers questions such as, in what format do we deliver it, how much we charge our customers or do we give it away for free.
  • Promote: is simply about optimizing the content and getting it consistently in front of your clients and as many prospects as possible.

Q: What do you want readers to take away from your book

I want them to be inspired to create amazing authoritative content but more than that, I want to equip them with a detailed step-by-step process so they can do it most effectively. I know business owners are busy and I want to ensure they’re focusing on the right tasks.

Q: How do you describe yourself professionally?

I’ve been an entrepreneur as long as I can remember with my first big break coming in my early 20’s when I sold Australia’s most loved sporting ground, the Melbourne Cricket Ground. Since then, my business experience spans from developing and branching retail stores, to found one of Australia’s most trusted digital agencies, Melbourne SEO & Video. I’m also a lover of systems/processes and am the founder of systemHUB.

I’d say I’m recognized as a high achieving entrepreneur and you can find many of my keynote presentations on YouTube including: TEDx, WordCamp and Problogger.

Q: What are 1-3 books that inspired your work/career?

I love biographies since they show that the road to success as an entrepreneur is different for everyone. The key is to find where you’re strongest and operate from that place as much as possible. These are 3 of my favorite entrepreneurs.

Q: What is the biggest challenge that you’ve had to overcome?

In recent times, as an entrepreneur, I’ve really had to let go of the day to day operations of my business and let my team take over. It’s easy as a business owner to get caught up in things that aren’t the best use of your time. Remember, to build a great company you will need a team and at some point you will need to step back and let them do what you first employed them to do. Understand things will go wrong and they will make mistakes but that’s part of the process. You must let go!

That’s coming from a reformed micro manager 😉

Q: What’s something unusual or fun that most people don’t know about you?

I’ve recently taken up kiteboarding! I’m finding the older I get the more important it is to unplug from the business. Often times my biggest breakthroughs come when I’m away from the screen.

Q: Is there a piece of content or a marketing campaign that you’re particularly proud of?

Here are a couple of goodies:

And, this post on how to become a marketing expert.

Q: Is there anything else that we haven’t covered that you’d like to share?

A common mistake I frequently observed in the stock market field that I used to work in was that people would be looking for the perfect trading system. Often referred to as the “Holy Grail,” this system would tell them exactly when to buy and when to sell to make maximum profit every time. They were looking for a magic bullet to wealth. They’d go in search for this system and spend many thousands of dollars on books, courses and events and yet still fail to find what they were looking for. These people would then blame the strategy, then the teachers and eventually give up.

What they failed to realize is that there is no “push button” system for anything worthwhile. To make a success of any strategy, you need to learn the fundamentals, the underlying principles and how to adjust the approach to suit your situation.

The same can be said for anything in life.

David JenynsContact information

Thanks, David.

Happy Marketing,
Heidi Cohen

PS: I read Authority Content all the way through when David sent it to me and I learned a ton from it!

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on , Facebook and .