Going Digital Late: How Jordan Peterson and Ryan Holiday Built Online Followings AFTER Establishing Their Expertise

📢 What happens when experts who built their reputations offline suddenly step into the digital world?

Some thrive. Others struggle. And a few redefine the game entirely.

Today, we’re looking at two fascinating case studies:

• Jordan Peterson, a clinical psychologist and professor who unexpectedly became an online sensation.
• Ryan Holiday, a marketing strategist who carefully built a digital empire through books and content.

Both took very different paths to digital influence—but their journeys offer powerful lessons for any expert looking to build authority online.

🏛️ Pre-Digital Authority: Who Were They Before the Internet?

Jordan Peterson: The Intellectual Rebel

Before he became a YouTube icon, Jordan Peterson was a respected clinical psychologist and professor at the University of Toronto. His work focused on psychological development, personality theory, and the role of belief systems in shaping human behavior.

He had already published academic books, but he wasn’t widely known outside psychology circles.

✅ Key Strength Before Going Digital: Established credibility as an academic and intellectual thought leader.

Ryan Holiday: The Behind-the-Scenes Strategist

Before becoming a bestselling author, Ryan Holiday was working behind the scenes in public relations and marketing. He served as Director of Marketing at American Apparel and consulted for big-name brands like Google and Nike.

Unlike Peterson, Holiday wasn’t looking for public attention—he was building media strategies for others.

✅ Key Strength Before Going Digital: Deep understanding of media manipulation, marketing, and positioning.

📲 Their Entry Into Digital Influence

Jordan Peterson: The Accidental YouTube Phenomenon

Peterson’s digital rise was unplanned. In 2016, he posted a controversial lecture criticizing political correctness. The video went viral, drawing millions of views—and just like that, his name was everywhere.

He began uploading full-length lectures, Q&As, and debates, quickly gaining a massive following on YouTube and podcasts.

Was this an intentional digital strategy?
❌ No. His content gained organic traction due to controversy and deep intellectual engagement.

Ryan Holiday: The Intentional Content Machine

Unlike Peterson, Holiday’s rise was highly strategic. He didn’t go viral overnight—he built his authority systematically by:
✔ Writing guest blog posts.
✔ Publishing thought-provoking essays.
✔ Releasing books that positioned him as a media and marketing expert.

Instead of relying on controversy, he leveraged content marketing to build long-term credibility.

Was this an intentional digital strategy?
✅ Yes. Holiday carefully structured his content funnel to grow his influence.

🚀 The Breakout Moments: When They Went Big

Jordan Peterson: The Political Firestorm That Fueled His Rise

• In 2016, Peterson’s video on compelled speech and free speech rights sparked massive debates.
• He became a public intellectual, attracting interviews, speaking engagements, and a global audience.
• His long-form content strategy (lectures, debates, podcasts) turned him into an intellectual influencer.

Biggest Advantage:
✔ His content was evergreen and deeply engaging, leading to repeat viewership.

Ryan Holiday: The Book That Exposed the Media Industry

• His first book, Trust Me, I’m Lying, blew up in marketing circles by exposing the flaws in digital media.
• He positioned himself as an authority in media strategy, leading to more books, podcast invites, and consulting gigs.
• Instead of focusing on one viral moment, Holiday played the long game, growing through consistent content and books.

Biggest Advantage:
✔ His work positioned him as a trusted expert in marketing and media manipulation.

📈 Growth Strategies: What Worked Best?

🚀 Key Takeaway: Peterson gained fast, viral growth, while Holiday focused on long-term credibility.

Which approach is better? It depends on your goals.

💡 Lessons for Thought Leaders Entering the Digital Space

If you’re an expert, coach, consultant, or nonprofit leader looking to build authority online, what can you learn from Peterson and Holiday?

1️⃣ Choose the Right Platform for Your Strengths

• If you’re a deep thinker → Focus on long-form content like YouTube, podcasts, or books.
• If you’re a content strategist → Leverage blogs, guest writing, and social media positioning.

2️⃣ Controversy Can Grow an Audience, But Strategy Sustains It

Peterson exploded fast, but his brand faced serious risks due to political backlash. Holiday grew steadily and built credibility over time.

Ask Yourself: Do you want fast, high-risk visibility or slow, sustainable growth?

3️⃣ Digital Influence Takes Different Paths—Find Yours

Peterson leaned into his natural strengths (lecturing & debate). Holiday used writing & strategic media placement.

You don’t have to go viral—you just need a clear strategy.

🎙️ Final Thoughts: Who Should You Model?

If you’re thinking about bringing your expertise online, consider these two approaches:

✔ If you’re comfortable with deep discussions & public speaking → Learn from Jordan Peterson.
✔ If you want to grow authority through writing & content strategy → Follow Ryan Holiday’s playbook.

📌 What’s your next move? If you’re looking to build an online presence as an expert, start by choosing your platform and doubling down on your strengths.