Build Your Best Business
Michael Greenberg explains four key areas where B2B’s make mistakes when it comes to content marketing, gives helpful tips for your website, creating content, email marketing, and for increasing conversions with Eric V. Holtzclaw on the Build Your Best Business Podcast.
Intro 00:11
Every day you wake up as your own boss making your own way. Every day you continue your journey to change the world, your team and yourself. Every day you encourage, congratulate, celebrate and reach toward your goal of being the best and providing the best. The Build Your Best Business show is for you. The real stories of building a business from other owners and founders along the journey. Find the support and advice you need to successfully start, grow, manage and exit your business. What are you going to do today to build your best business?
Eric Holtzclaw 01:04
Welcome to Build Your Best Business. I’m your host, Eric Holtzclaw. Build Your Best Business focuses on the entrepreneur journey. What does it take to successfully start, manage, grow and eventually exit a business? Today we’re talking with Michael Greenberg. He’s a Chief Interviewer and Strategist with Call For Content so he and I have similar titles. I call myself Chief Strategist of Laddering Works and we will have a good conversation today around what it takes to really build a business. So once you get it started, if nobody knows who you are and what you do, you might as well close it up and go back home. Michael, thanks so much for joining me.
Michael Greenberg 01:38
Thanks for having me today.
Eric Holtzclaw 01:39
So talk to us a little bit about Call For Content. What does Call For Content do?
Michael Greenberg 01:44
Call For Content is a B2B Content Marketing Agency. We use what we call the Call For Content process, which is a research focus to own the media strategy to position a company as an expert, or authority in a highly targeted niche.
Eric Holtzclaw 02:05
Okay. All right. So you said a lot of words there. Can I break those down a little bit? So number one, let’s just break this down. You and I will just tell everyone that’s listening we are very similar, we both go to the same church, we have the content, but we’ve seen it work, I know it works although it takes a little bit of time. You know, there’s not often patience for it. And one of the things that I think you fix that’s a real problem is, I can’t market your business if I can’t tell your story. I can’t get anyone to pay attention. So how do you approach a business like that? And how do you convince a B2B owner that they need to do content because sometimes they are reticent to get into that space?
Michael Greenberg 02:47
I came to content because I saw, and worked with so many businesses that just didn’t have the online presence or the content to say we know what we’re talking about.
Eric Holtzclaw 02:59
Got it. Yeah.
Michael Greenberg 03:00
If nobody can look you up and confirm that you know what you’re talking about, then it’s going to be really hard for anything but a close referral to come in or for you to have a direct sales relationship. I primarily work with B2B Service Businesses or SaaS Companies. That means that they have high-value relationships and they are relationships that take a long time to develop. So that means that the content my clients put out under their brand, has to really relate to those people they’re trying to attract. In a market where there might only be 10,000 customers worldwide, you have got to really focus in on the thousand that are best served by your product.
Eric Holtzclaw 03:48
Okay. So in that approach, and I agree 100%, are you going in and just helping them extract that story? And what’s interesting, because they never tell you the interesting story? I mean, when I talk to them, I’ll prep people for news media interviews or whatever, and they’ll start to talk to me, and then I get so bored. It’s as if they have said nothing interesting.