Michael Greenberg shares his uniquely powerful method of building authority through content and leveraging that for B2B marketing with Mark Phillips on the Better PR Now Podcast.
Michael Greenberg 0:00
Authority Marketing is the act of positioning yourself as an authority or expert in a field. To bring into your business.
Mark Phillips 0:10
Hi, it’s Mark, and welcome to Better PR Now. This is Episode 18. And we’re focusing on Authority Marketing. If you don’t know what that is, you’re not alone. It’s a powerful way to build a brand by creating authority through content. Today’s guest is Michael Greenberg, founder, chief strategist, and interviewer at Call For Content. Michael is a recognized expert on Authority Marketing, and he’ll be sharing some of his secrets with us. At the end of the show he has a special offer for us. Before we jump in, I’d like to give a special thanks to the terrific PR professionals at PRSA Buffalo Niagara for their warm words of encouragement. Thank you so much. If you’re a public relations practitioner and aren’t yet a member of the Public Relations Society of America. I’d highly recommend joining. You’ll have access to outside Professional Development and will be part of a huge network of communications professionals. And one more thing, if you enjoy this podcast, please do me a favor and share it with a friend. And now on to the show. Michael, welcome to the podcast.
Michael Greenberg 1:17
Thanks for having me on.
Mark Phillips 1:18
You’re with Call For Content. Tell me a little bit about the business. I understand you guys have a little bit of a different take on how you do communications. Tell me about it.
Michael Greenberg 1:27
Yeah, Call For Content is two things right now. What we do is we perform authority marketing, and then we also perform B2B content marketing. The differentiation I put there is, the authority marketing we do is still B2B content marketing, but the authority marketing has some unique core expertise behind it that lets us differentiate our clients in ways that traditional content marketing may not give us the opportunity to do.
Mark Phillips 2:00
For folks who are not familiar with authority marketing, tell us what that is.
Michael Greenberg 2:03
Authority Marketing is the act of positioning yourself as an authority or expert in a field in order to bring in more business. And it’s usually accomplished using some sort of social proof or authority. But it could be accomplished through many other ways as well.
Mark Phillips 2:22
Right? Tell us about that.
Michael Greenberg 2:23
I’ve actually listed out, and I ended up writing a whole little ebook on Authority Marketing called The Authority Marketing Playbook. And I listed out there in about 18 ways to establish yourself as an authority. But the main ones, the categories breakdown into stamps of approval, things like working for a big name company, graduating from an Ivy League, getting some sort of certification, or maybe getting your doctorate. They could be a success in leadership or business or entrepreneurship. It could come from teaching at a high level, or it could just come from creating content about the topic. And putting out enough content that you can point back and say, Yes, I know about this, you can see me speaking or writing about it here.
Mark Phillips 3:10
Now, this may sound like a really basic question. But why is that important? Why is it important for one to distinguish himself or herself in the marketplace?
Michael Greenberg 3:20
Well, I think it’s only become more important over the past few years, and it will become more and more important as we have more automation. Because when you distinguish yourself in the field, you really have to distinguish yourself using knowledge. And that signals that you have unique knowledge. And as we move more towards a knowledge economy, that’s very important. That since we’re selling these thoughts and ideas and these things, our understanding of how to do things. We have to prove it, so we get the best jobs, so we can open better companies, so we can get better deals. Or just so we can be famous. So if my clients come to me saying, I want to be an icon.
Mark Phillips 4:07
What’s the importance of having clarity about what it is they’re actually trying to accomplish? And why? As you start the process?
Michael Greenberg 4:14
It is the number one thing. Most of the work I end up doing with clients is on clarity and positioning. Making sure that they really know who they want to reach and the best way to reach them.
Mark Phillips 4:29
When you get a new client, and you’re having that initial conversation with them, and you’re here trying to understand what it is they really want to achieve. How do you go about doing that? How do you draw that out of them? And the reason I ask is, in my own experience, I’ve worked for organizations that are from the outside, very successful, very polished, well known, but internally, they don’t necessarily have clarity about what success for them actually looks like. So how do you go about trying to draw that out of your clients?
Michael Greenberg 5:02
Well, I can really only do one of two things for them. At the end of the day, I can make more people know who they are. Or I can make a group of people understand who they are better.
Mark Phillips 5:16
What do you mean by that?
Michael Greenberg 5:17
Either we can increase traffic, grow your email list, increase the audience size that you have, or take the existing audience, take the areas where you’re already considered kind of authority, and deepen your imprint on those. And that really comes out of my work with growth strategy, in that, when you look at potential strategies to grow a business, they only fall into four categories. If you imagine a little x y grid. You’ve got on one side, new market, existing market and on the other side, new product, existing product. And you can combine those any which way you want, but you really only got those options. And so with services and with my clients, I can help them with this content tool that I have asking them what they want, or what a home run looks like, is never going to give the answer that we’re looking for. So, really, I look for ROI.
Mark Phillips 6:19
Got it. Okay, so so you’re really trying to drive them to some description of success that is meaningful for their bottom line.
Michael Greenberg 6:28
Yeah, because anything else, even though this does a lot of other things, I can’t come back to you the next year and say, Hey, we made this much money for you, because this is what you wanted to do. You should increase our budget because of it. And for me, as a business and as a professional, I look to drive measurable results above anything else. And I have clients who come to me just for that general thought leadership or branding work. But they don’t stay as long as some of the others.
Mark Phillips 6:58
And why is that?
Michael Greenberg 7:00
Because they don’t really have a reason for being there. Being famous is not a good enough reason.
Mark Phillips 7:05
Is it gotta be something more than ego or vanity?
Michael Greenberg 7:09
Right?. You’ve got to be doing it to get rich, or whatever the other goal is, right?
Mark Phillips 7:14
But it has to be intrinsic to the purpose of the business.
Michael Greenberg 7:19
Mark Phillips 7:19
What’s the process, let’s say you have a new client if I was a new client for you? What’s the process you would take me through?
Michael Greenberg 7:27
Well, first off, I’d set expectations. I’m really big on deep work and focused work. And that means that I don’t check email all the time, that I don’t have notifications for it and that you might not hear back from me for 12 or 24, or even occasionally 48 hours. That doesn’t mean that I’m not working for you, but that I haven’t gotten to you yet. In my email inbox. And that’s my number one thing because I do my best work when I have those four-hour chunks set aside. And that means I might not have four hours for email.
Mark Phillips 8:09
There’s been a lot of studies and articles recently about the importance of being able to carve out time to do that deep work. And to somehow get away from the constant interruptions that come from various technologies. That seems like we’re always plugged into. It sounds like you’ve made a conscious effort to create that space so that you can do that deep work for your clients.
Michael Greenberg 8:36
That’s exactly what I’ve done.
Mark Phillips 8:38
You set expectations on as a client, I know what to expect. And I agree with that and say, All right, let’s get started. Then what?
Michael Greenberg 8:47
Then we get into research, and I break just about everything I do into a research phase, a planning phase, and then a doing phase. And with clients, right now, I’ve pushed everyone into a strategy session or road mapping session at a lower price point. To get my research and planning done before I start working with them long term. That’s something I really recommend if you’re a freelancer or consultant or agency, and something that I’m probably going to keep doing, even as I transition my business in various ways. So I will go into that project. And that looks like researching the clients, researching the clients’ clients, and then compiling a content marketing strategy. I build my strategies from direct observation and research. So ideally, I get to interview my clients, best, most ideal clients that they already have. The people they want more of and then use those to develop customer personas. that we could use to find the best content to use to market to them.
Mark Phillips 10:05
Do you find that they’ve not done that work themselves?
Michael Greenberg 10:08
They have never done that work themselves. I say this as somebody who has launched products for startups and who has launched marketing campaigns, and nobody ever does this right. Either they don’t systematize enough. So they don’t have standardized interviews to give them unbiased results, or they just don’t have good records.
Mark Phillips 10:33
So it makes learning more difficult on the client-side.
Michael Greenberg 10:37
Oh, yeah, definitely. That can just waste months of research.
Mark Phillips 10:45
You go through this process where you develop a deeper understanding of your clients, their clients, you’ve created personas that identify and paint an accurate picture of who their ideal clients are. Then what?
Michael Greenberg 11:00
We get to work. I develop almost all the content that we create from interviews. So it’ll be myself, or one of my assistants interviewing the client, or the expert on the topic of content that we’re creating for the client. And we use that interview to create a blog post then, or we create a podcast and interview the clients’ ideal prospects, or we interview the people in the industries adjacent to the clients’ best prospects. Who might be able to be referrals for our clients? And we use the combination of podcasts to build relationships with blog posts to establish authority and knowledge in deeper areas of expertise. And try to build as quickly as possible a presence for our clients. That demonstrates they are both respected and known in their industry. For as specific as possible, an action or a field. And I’m really into specializing as narrowly as I can because as I like to say, a spotlight beats a love bite, but a laser will show up over both. So the more we target, the easier it is for us to get the results we’re looking for. And my magic number is generally in the one to 10,000. So if I can get an audience size down to under 10,000 that I’m targeting, then I’m perfect. In B2B, that are still plenty of leads and plenty of money. And it’s narrow enough that if we can’t find the people any other way, if we just can’t get them with content to start with, then we will hand build a list and market the content back to them another way.
Mark Phillips 12:54
So tell me how you use a podcast to build relationships and this process.
Michael Greenberg 12:59
Well, we wouldn’t know each other if we weren’t talking on a podcast right now.
Mark Phillips 13:04
You’re absolutely right.
Michael Greenberg 13:05
And if you happen to have a podcast or any other owned media of your own, then you can invite on guests, and you can interview people as a media outlet, and not in a sales selling relationship. And the podcast, especially if it’s a business-focused podcast, has the context of business around it, but not the specifics of doing business together. And so it’s hands down, in my opinion, the best way to open a door for a new relationship in B2B right now.
Mark Phillips 13:38
Do you find that that has benefits? Such as being able to leverage the networks that both parties have, being able to promote. The work that both parties or both organizations are doing and other benefits?
Michael Greenberg 13:51
Oh, yeah, definitely. I think podcasting. In an hour a week, you can record an episode, and send it off to an editor, and get it out the door. And that’s enough content right there to get started, that’s enough to start reaping all the other benefits along with it. And that network and having that larger network that you then can look back through or send somebody to your podcast’s website and say, I know all these people, you can see me speaking with them. That’s really just a great thing to be able to have.
Mark Phillips 14:25
So it works for you as well as for the client.
Michael Greenberg 14:28
Oh, yeah, definitely.
Mark Phillips 14:29
That’s good. How do you when you, and we’re diving a little in this one little area, and I’d like to get back to the broader process in a minute, but when you’ve done the podcast, and you’re ready to put it out to the world, how do you promote it?
Michael Greenberg 14:45
Well, that depends. The first question is, do we promote it? So it’s an if, not a when. And by thinking there is that, if I really am just trying to network, I’ve got 9-10 Thousand Twitter followers, and a decent LinkedIn size. And I’ve launched a few shows before. So I’ve got some emails behind me. If I send all that out, I’ll get a few hundred listens on an episode. And that’s pretty good. That’s good enough for most of the people that I invite on to start, and when they share it with their network, maybe that’ll be another hundred as well. And I don’t need a big show to make it a rewarding, valuable experience for my guests and myself. As long as my show looks and sounds professional, they can show it off as something that they were featured on.
Mark Phillips 15:37
You know, Seth Godin, who’s written a number of phenomenal marketing books, talks at length about the power of finding the smallest audience possible. The smallest relevant audience, the people, even though there might only be a handful, who were really interested in what you have to say. It sounds like you’re following a similar thought process.
Michael Greenberg 16:01
I’m a big fan of Seth Godin one, and two, yeah, that’s a thought process that I’ve come to just from reading. Seth Godin probably influenced that view, though I haven’t read any of his books recently. A lot of it came down to reading Zero To One, by Peter Teal. And Traction, by Gabriel Weinberg and Justin Mars. Traction is a book that outlines what’s called the bullseye framework for startup marketing, which is a very much testing focused framework for marketing. And then Zero To One, by Peter Teal, is just a great book on starting things. And one of the big things he emphasizes is starting with the nearest possible audience as well. So that’s really me taking those business principles and reapplying them.
Mark Phillips 16:54
When you’re doing these podcasts, what equipment or what software or services do you find to be particularly helpful?
Michael Greenberg 17:02
I love using podcast specialized recording equipment, or online software rather. It makes things a lot easier for quality. I use Zen caster right now, but I’m getting ready to switch over to Ringer. And Ringer, the reason I’m switching, even though it doesn’t have the same free version that Zen caster does, is Ringer offers a mobile version. And so for me, as somebody who records a lot, that’s a worthwhile boost. There’s a number of other software, Clean Feed, and a couple of others, I think Zoom you can set up to do this. But what these programs do is they record on the computer or on the device, and that gives you a higher quality recording than the voice over an internet connection that we might get recording just over Skype. And so for my editor, that means he gets single tracks in that is 10 times easier for his editing on the backend.
Mark Phillips 18:04
Right. And I know I have used Zoom, and it will give you those separate tracks, which if you’ve got differences in audio levels, or if you have some filtering you need to do but only on one side. It makes it a whole lot easier.
Michael Greenberg 18:18
Yeah. And these days, I’ve got my own mic. I have a local podcasting kit with a Zoom recorder, not the video conferencing software. And then for, what are these? Sennheiser 835, their vocal mics, so you get up nice and close to them, and they don’t pick up much background noise. That’s actually what about now hooked up to a Blue Yeti icicle.
Mark Phillips 18:48
Actually, on an ATR Audio Technica ATR 2100. Same thing. You have got to get right up on it. It’s a dynamic mic.
Michael Greenberg 18:56
Yeah. And I will say the one thing that I found that It’s just been a game-changer for me, in terms of recording in person, is Gator who makes the bags and other equipment. It makes a little desktop boom that is just perfect for podcast interviews. It’s got about a six-pound weight on the bottom. So it’s a whole boom and a stand. And I can stick my mike in and then have the mic pointed back up at me with the arm off to the side.
Mark Phillips 19:28
So it is out of the way.
Michael Greenberg 19:29
Yeah, and just especially if you’re doing video or you want to have it noted up on your computer, you don’t have to have a big mic in the way. The arms off to the side, and I can still type, and do everything normally.
Mark Phillips 19:43
That’s terrific. Okay, so now let’s go back out to that broader approach. So we’ve done the research phase, you’ve got clarity there, you’ve got an agreement with the client on what you’re trying to accomplish. You go into the planning. What does the planning and doing phase look like? And how do you navigate through that?
Michael Greenberg 20:03
As we all know, no plans are going to survive contact. My plans I keep pretty light, they’ve got personas, they’ve got potential channels, they’ve got maybe a dozen ideas for content topics on them. And we have, from our research we’ll know, these are the kinds of content that they actually consume on a regular basis. So these are the only channels we’re going to be putting out through right now. I’m a big fan of content repurposing. So we always try to start with audio content, because audio content can get turned into videos can get turned into blogs, or can get turned into books. And with transcription technology is as cheap as it is now. We get to build a kind of a library of interviews and audio content with our clients over time. And that way, we’re able to pull out a lot more information and start giving multiple examples, or other things were needed. And I’m actually getting ready. This is one of the big things that sort of shifted Call For Content is, I’m getting ready now to spin out a full dictation service. IT takes automated transcription and then puts some human power on top of it to turn that into like a dollar per minute or $2 per minute service that takes dictated notes for you. What can turn a podcast into a Q&A?
Mark Phillips 21:31
Nice. So you start with audio. I’ve heard from other people, Roberto Blake has a really successful YouTube channel. He’s been pushing podcasters to move to video and use that as their source material. And then spinning off audio and print from that. What do you do, if you start with audio? What’s your experience been? And then converting that to video?
Michael Greenberg 21:54
People prefer animated videos. If you can find a study that says otherwise, I will change my tune. But every bit of research I’ve done or seen when it comes to using videos online, especially for social, and especially educational content, says that short, animated videos are going to do best. So the audio we take, we do audio to script to an animated video.
Mark Phillips 22:25
So how do you actually do that?
Michael Greenberg 22:27
So I might get audio of an expert walking through their hiring process. We’re going to break that into 60 seconds or a minute or minute and a half script and send that off to my video animator. Who will then create storyboards for us? We’ll use those storyboards to finish out the video and actually create the animated video. I think my guy uses GoAnimate or something like that. One of those easy to use programs. But if you know how to use those programs, you can do amazing things.
Mark Phillips 23:01
For somebody who’s interested in following the path that you just described. What should they expect in terms of cost and turnaround time?
Michael Greenberg 23:08
Well, my cost comes down to about 600 a video. Which is a little higher than I’d like. But videos are not the bulk of my work. So I haven’t been able to bring in somebody, on like a 20 hour a week basis. If videos were something that I did all the time, or that I was going dedicated to, I tried to get an editor overseas in the 10 to $20 an hour range and plan to work with them for about two months before they started really getting the videos out that I wanted. Once you’ve got them trained up, then your cost, I’m guessing, would be in the one to $250 per video. The rule of thumb I hear is that it takes about four times as long to edit a video as it does just to watch it. But that’s for live-action. So I assume for animated my rule of thumb so far, it has been 10 times. In that 10 times, the length of the video was expected to take that long to make it.
Mark Phillips 24:20
As you’re doing this, and you do this for clients as well, correct? Okay, so yes, you’re doing this for clients, and you’re starting the process. What are the thoughts on trying to determine style and consistency, and how you present that brand in that video format?
Michael Greenberg 24:38
So it depends if the client already has a style guide. My fingers are always crossed that they do because that makes my life so much easier. Otherwise, we’ve got some colors, and then I asked them for half a dozen words they would use to describe their business in terms of the brand. That plus the research on the front end, and during that research phase, I do research the client as well. So we’ll go through about an hour and a half interview, and use that to create a more creative brief and branding document to be used later.
Mark Phillips 25:11
That could be used, not just in this work, though, but that could be used across their organization.
Michael Greenberg 25:16
Yeah, and the goal really is with that strategy, and planning for research and planning to be entirely distinct, in that if you just do those with us, you should be better prepared to do anything related to these topics in your organization.
Mark Phillips 25:32
What’s the process that you go through, to just start to pick the channels and where you want to have these clients visible, and who do you want to have them visible to?
Michael Greenberg 25:44
Research and personas. So the personas we build are based on the best clients, best means that they pay pretty darn well and that they’re fun to work with. Or at least they don’t make us hate ourselves. That’s it. Yeah. And that’s what I see a lot of consultants and coaches get themselves into. They’ll have one big client, who is just starting to grind them down. So knowing that we have this list, I try to get to about five of the best. And when we’ve got those five, I go through the interviews. And you’ll be able to see in the authority marketing playbook, the exact template that I built my questions off of, it’s about 25 questions long. And asked things like, where do you hang out online? Who do you ask for advice? What are your big problems right now in your organization? That sort of thing. And some of the questions I ask are, tell me about an article you read recently that you enjoyed. Where’d you find that article? What media do you consume regularly? Are you on social media, what channels? And that really tells us where should we be putting this content and what form should that content take? Because I don’t want to listen to my client. Because, as I said, they’re often wrong.
Mark Phillips 27:07
Well, if you can get their clients, though the people that they’re trying to reach to tell you, where they are, where they’re getting their information, what they’re interested in, that’s a gold mine.
Michael Greenberg 27:18
Yeah. And that’s really if I can get that right, then everything flows seamlessly afterward. From a performance perspective.
Mark Phillips 27:28
Right. Once you’ve gotten through that process. And you’re just in sort of the doing of the work with the client on an ongoing basis? What does that flow look like?
Michael Greenberg 27:39
We set up a regular project call. And I’ve found that that is, if I don’t set up a project call on a regular basis with a client, we’re going to end up falling off. Either on my end or their end, because the best project managers in the world can’t beat a scheduled meeting. If everybody’s getting on the phone once a week together, then I can get the questions answered when I need them answered. And that’s just invaluable. Since most of my clients are working with me on regular content production. We’re able to keep a daily basis. If somebody comes in for a batch project, then we block out an intensive week or something like that, where maybe we’ll do all their content for the next six months, and be working four hours a day together for that time.
Mark Phillips 28:33
That is pretty intensive.
Michael Greenberg 28:35
Yeah, but it’s worthwhile. Right now, I’m putting together a 52-week email campaign. And that’s gonna, if I forget about email or don’t want to do it for a week, I don’t have to do it. And I got that idea from a client who asked me to build one of those.
Mark Phillips 28:53
Because you’ve done all the planning work upfront?
Michael Greenberg 28:55
Mark Phillips 28:57
Have you had an experience where you’ve had new clients come from word of mouth from previous clients or existing clients?
Michael Greenberg 29:05
Yeah. And I try to make those moments happen as often as possible. I thank my clients when they make referrals. I send them a check, regardless of whether or not they asked me to. If you refer somebody to me, you get 10%. And that’s, that’s a pretty standard in these recurring services in content marketing. And that’s what I sent out. So if they refer to the business, that’s what they get. That plus thank you generally keep me top of mind. But I also specialize and look for those people who have extra big networks. Or who are well established in a network I’m trying to enter and those people I put the extra time into. Or I say, hey, if you ever got a guest who might be a good fit for the show somebody you’re trying to close, let me know and have them on my podcast. And that helps build the relationship quite a bit.
Mark Phillips 30:11
You know, it strikes me that you’re in one of those rare businesses where it has a meta aspect to the work that you’re doing for your clients. It is also the work that you’re doing for yourself with your clients.
Michael Greenberg 30:24
That’s exactly right. I’m glad you caught on to that. That’s kind of my system. I didn’t intend or set out to get into content marketing. But I intended to start a number of businesses, and I needed something to advertise them. And it seemed really expensive to pay marketers all along the way.
Mark Phillips 30:49
But you know, if you do it, right, this whole thing can be a virtuous cycle. Where itself reinforces and grows, and sort of like a flywheel, it picks up momentum as you go.
Michael Greenberg 31:03
Yeah. And my hope is that this time next year, that flywheel will get its fourth run, or I guess they’re not runs but a wing. In that, I’ll have my content marketing done for you. Content creation and content strategy, and have those as separate services for separate audiences who can afford separate products. Then launch my, I’ve got two podcasts now.
Mark Phillips 31:35
Tell me about that.
Michael Greenberg 31:37
So I’ve got one here based in St. Louis, called Talk With The Top St. Louis. And then another one that I just started recording episodes for him launches next month in Colorado, conveniently called Talk With The Top Colorado.
Mark Phillips 31:53
There’s a lot of potential there. There’s a whole lot of talk with the top x.
Michael Greenberg 31:59
Exactly, and I’m thinking, I might not start any more of those myself. But I did buy businesspodcast.network, in the hopes that I’ll be able to start bringing together a lot of the B2B podcasts that I end up working with through my work and some of the ones that my clients host, as well as some of the ones that I meet along the way, and put them all together into a larger network where we can pull resources.
Mark Phillips 32:27
Yeah, you see a lot of that happening, and it has a lot of value for everybody involved. So, where can we find these podcasts?
Michael Greenberg 32:34
So you can find, Talk With The Top St. Louis at stlbusinesspodcast.com. And then Talk With The Top Colorado, will be located at coloradobusinesspodcast.com. And that one should be live on July 15.
Mark Phillips 32:56
Alright, so probably about the time we’re publishing this one. So everybody goes to live together. Michael, what have I not asked you about that I should have?
Michael Greenberg 33:08
That’s a good question. Now, tell me a little bit more about you. What if you had one business problem right now? Or one goal you wanted to accomplish this year? What is the thing that is holding you up the most?
Mark Phillips 33:26
Outsourcing production? Yeah. So if you’re talking about just the podcast, the biggest thing is, I’m still doing almost all of it myself. And my time is limited because I actually have a 12-hour day job elsewhere. And so building it kind of going back to that notion of the flywheel. It’s all about building momentum and producing content consistently. The big limiting factor comes down to my time that’s available to do the interviews. To do the research, to do the editing, to do the publishing and the promotion, and all that. It presents a full-time job. So yeah, so turning loose of some of the production pieces and outsourcing that is probably the next thing I need to take on.
Michael Greenberg 34:17
If it’s all right that I make a shameless plug to one of the best guys I’ve worked with, my podcast editor now for several years and was introduced to me through a larger podcast production company. Opened his own shop at podcastproaudio.com. And I use Tom, that is his name, he’s based in Atlanta. He does great work, he turns around episodes faster than just about anyone else I’ve worked with. And a really good podcast editor post-production. He’ll drop into some other PA routine, and then he’ll send your episodes wherever you need them to go. And then an assistant shouldn’t cost you more than $10 an hour. If you want to pay for somebody who kind of knows what they’re doing, posting an episode for you. And I use Free up now, to find most of my Freelancer, or part-time, or just one-off projects, kind of people, and contractors. That’s where I would look. They have a pretty deep bench when it comes to especially those virtual assistant tasks.
Mark Phillips 35:35
Michael, thank you very much for that. So it’s Tom at podcastproaudio.com, in Atlanta. And Free up for finding other assistance for outsourcing.
Michael Greenberg 35:46
Yeah, and I’m actually working on an update to my B2B podcasting article right now. And in this new draft, we’re going to be putting out along with it some step by step checklists. For you to be able to just hand off to those people you bring into play.
Mark Phillips 36:04
Well, fantastic. I will include all of this in the show notes. And when that update is ready, send me a link. And I’ll include that in the show notes as well. So we’ve touched on a couple of times and a new publication that you’ve got The Authority Marketing Playbook. Tell me about that?
Michael Greenberg 36:21
So first off, you can find that at callforcontent.com/amp. And that was, up until today, $50 to purchase. But I’m launching a new website, it’s been out for a while. I know it works. I know people like it. So I’m going to give it away for free. Because the more you give away, in terms of content like that, the more that you should make back in the long run because the content is inherently worthless. And I say that because it’s true.
Mark Phillips 36:54
It sounds like Seth Godin’s lessons are taking hold and paying off. And also sounds a lot like Gary Vaynerchuk.
Michael Greenberg 37:01
Yeah, I mean, that’s just economics at the end of the day, if the cost to create goes to zero, then the value of the thing is near zero as well. We’ll get there eventually. But anyway, The Authority Marketing Playbook is essentially my 101 on authority marketing. And what you should start doing if you want to begin positioning yourself as an authority. It’s got a whole workbook that will walk you through, making sure you niche down enough, getting some good positioning in order, finding out what areas you should talk about in your past or what goals you’re working towards helps prove yourself as an authority further. And then it gets into some of the details like building out that persona and building out content. And gives you some basic tips on when to post on social then closes out with partnerships because I really think that especially for somebody who’s busy, who’s strapped on time, and who wants to see the maximum impact? Partnerships are the best way for you to leverage your time effectively.
Mark Phillips 38:09
Well, I know what I’m going to be doing the rest of this afternoon, is reading that playbook. So I’d encourage everybody to go out and get it up with the link in the show notes. Michael, how can listeners get in touch with you?
Michael Greenberg 38:22
Well, you can always email me at firstname.lastname@example.org is my main inbox. I’ve got a few others, but that’s the one to go to. Or you can give me a shout out online on any social media. I want to be found. I’m at gentoftech. And those are probably the best ways to get in touch.
Mark Phillips 38:48
Fantastic. Michael, thank you so much. This has been a real pleasure talking with you and getting to know you today. I wish you the best of luck. I love to have you back on the show later and get a catch up on how your business is growing. Any final messages before we head out?
Michael Greenberg 39:03
Start creating content. Just do it.
Mark Phillips 39:07
Michael, thank you so much.