Gordon Glenister

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Gordon Glenister I offer consultancy, training, and representation in the membership, influencer marketing or employee advocacy area

23/09/2026

My first book was rejected by several publishers before it ever found a home.
The reason given was almost always the same.
Influencer marketing was too niche and the demand was not there
yet. I understood the commercial thinking.

I just did not agree with it.
I had spent years watching marketers make the same avoidable
mistakes because there was no proper, structured guide to influencer
marketing strategy. Not tactics. Strategy. So I wrote it anyway.

Influencer Marketing Strategy went on to become a Business Book of
the Year finalist in London. It has since been used by universities,
marketing teams and practitioners as a genuine reference point, and
it has been translated into multiple languages, including Chinese this
year, with Arabic coming next year.

The real lesson was never about publishing.
It was about knowing your audience better than the gatekeepers do.

Link in my bio for more details if you want a copy of the book.

Five signs you are building trust, not just traffic.People comment on your posts with real thoughts, not just emojisPeop...
22/09/2026

Five signs you are building trust, not just traffic.

People comment on your posts with real thoughts, not just emojis

People tag friends because they think it will actually help them.

People come back to your page without being reminded to.

People mention your content in conversations you were not part of.

People choose to work with you because they already trust how you think.

Traffic numbers are easy to chase and easy to fake.
Trust takes longer to build and it is worth far more.

Which of these have you noticed happening in your own business?

Save this post and share it with someone building their brand.

21/09/2026

Your most underused influencer channel may already work for you.

Your employees.

When your team talks about your brand in their own networks, that is influence.

And it often carries more trust than an external endorsement.

But employee advocacy cannot feel like another request from marketing.

Make it easy to share.

Give people useful content.

Create a culture they want to represent.

Is your organisation doing this well?

Tell me what your team is doing.

Influencer marketing is changing quickly.AI.New platforms.Creator-led businesses.Better measurement.Longer-term partners...
15/09/2026

Influencer marketing is changing quickly.

AI.

New platforms.

Creator-led businesses.

Better measurement.

Longer-term partnerships.

More regulation.

More sophisticated audiences.

The easiest response is to keep chasing every new development.

The better response is to keep learning from the people actually working inside the change.

That is what I enjoy about the conversations on the Influence Global Podcast.

Different guests bring different perspectives, but together they help us understand where the industry is going.

What topic would you most like to hear discussed on a future episode?

The future of influencer marketing may look less like buying posts and more like building relationships.Programmes such ...
14/09/2026

The future of influencer marketing may look less like buying posts and more like building relationships.

Programmes such as Sephora Squad illustrate the principle well.

When creators work with a brand over time, they have the opportunity to understand the products, the audience and the brand properly.

The audience also sees something very different from a one-off sponsored appearance.

Familiarity develops.

That does not automatically make every long-term partnership successful.

The creator still has to be relevant.

The creative still has to work.

But continuity gives both sides something a single post rarely can:

time to build credibility.

Would you like to see more brands move towards ambassador-style creator relationships?

You cannot future-proof yourself against every platform change.You can build assets that make those changes less dangero...
11/09/2026

You cannot future-proof yourself against every platform change.

You can build assets that make those changes less dangerous.

I would focus on four:

Authority - what are you known for?

Community - who actively participates rather than simply follows?

Owned audience - who can you reach directly?

Commercial value - where does your influence create a meaningful business outcome?

Followers are useful.

But these four assets give the audience relationship much more depth.

Which one deserves more attention in your business?

Every platform changes.Algorithms shift.Features disappear.Trends come and go.But one thing continues to create opportun...
10/09/2026

Every platform changes.

Algorithms shift.
Features disappear.
Trends come and go.

But one thing continues to create opportunities:

Strong relationships.

The people who consistently grow their businesses aren't simply chasing the next social media trend—they're investing in meaningful conversations, building trust, and becoming known for the value they provide.

Networking isn't about collecting contacts.
It's about creating genuine connections that last beyond the next algorithm update.

Focus on helping first.
Listen more than you speak.
Stay consistent.

Relationships are your greatest long-term business asset.

If you're ready to strengthen your personal brand and build meaningful business relationships,

Join the Gordon Glenister Academy and start developing the skills that create long-term opportunities. Link in our bio.

As the amount of online content increases, trust becomes more valuable.That is one reason creators such as Marques Brown...
10/09/2026

As the amount of online content increases, trust becomes more valuable.

That is one reason creators such as Marques Brownlee are interesting to study.

The real asset is not simply the audience.

It is the expectation the audience has built over time:

“This person will give me a considered opinion.”

That expectation cannot be created with one viral post.

It comes from consistency, expertise and being willing to protect your credibility.

In a world where anybody can create more content, trusted judgement becomes a genuine differentiator.

What does your audience trust you for?

Some of the most valuable results from speaking do not happen while you are on stage.They happen afterwards.Someone stay...
09/09/2026

Some of the most valuable results from speaking do not happen while you are on stage.

They happen afterwards.

Someone stays behind to ask a question.

A conversation becomes a connection.

A connection becomes another invitation.

And sometimes that invitation turns into a partnership, referral or piece of work months later.

That has been my experience over years of speaking about marketing and influence.

It is why I do not think of a speaking slot as a one-off event.

The talk creates the attention. The follow-up creates the relationship.

If you speak at events, what has been the most valuable thing that happened after the session?

The way brands measure creators is going to become much more sophisticated.Followers and impressions tell you how many p...
09/09/2026

The way brands measure creators is going to become much more sophisticated.

Followers and impressions tell you how many people could have seen something.

They do not necessarily tell you what changed afterwards.

The more useful questions are:

Did people search?
Did they click?
Did they save?
Did they enquire?
Did they buy?
Did they remember?

That does not mean every creator campaign needs to be judged on immediate sales.

Awareness has value too.

But brands will increasingly want a clearer connection between creator activity and business outcomes.

The future of influencer marketing is not less creative.

It is creative work with better evidence behind it.

Which metric do you think brands currently overvalue?

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