Podcasting 101: The What, Why and How
Michael Greenberg discusses niche B2B digital marketing, marketing spend, authority marketing and content-based networking with James Carbary on the B2B Growth Podcast.
Logan Lyles 1:16
Welcome back to B2B growth. I’m your host for today’s episode Logan Lyles with Sweet Fish Media. I’m joined today by Michael Greenberg. He is the CEO over at Call For Content. Michael, how are you doing today, man?
Michael Greenberg 1:27
Logan, I’m doing great. How about yourself?
Logan Lyles 1:29
I’m doing fantastic. It’s great to talk to another person in marketing here in Colorado, we’re finally getting out of the snow which lasted way into May for us this year, and the sun is actually shining, or at least it is often on today. So I’m doing fantastic man. I am really excited to talk with you today about some very specific steps that people can take to leverage authority marketing. Before we do that, I would love for you to give listeners a little bit of context on yourself and what you and the team at Call For Content are up to these days, man.
Michael Greenberg 2:00
So my background is as a B2B growth strategist and consultant. And so I came to marketing through that lens of operational excellence, and through technology, before I was in growth strategy, I did app development. So I’m coming not from the creative side and at Call For Content. We’ve started to narrow down to focus on that non-creative business side of podcasting. So not production like you guys, but instead, how do we grow our audience for an existing show? Or, more importantly, how do we get placed on other shows? And our background as a company is in B2B content marketing, and we developed a strategy called Authority Marketing, which is focused around using content to position yourself within a very niche high-value market for your business. And so it’s a marketing strategy. That’s designed to complement and work with sales. Not purely alone.
Logan Lyles 3:05
Yeah, absolutely. So many of our guests have been talking about the power of sales and marketing working together. Alignment has been a buzzword for a bit now. But as you point out there. When they are working together, there can be a lot of power in that strategy. So we’re going to be talking about some steps to execute, what you mentioned here, authority marketing, I think it warrants us taking a step back real quick. How do you guys define authority marketing? Michael, let’s give people some context who don’t necessarily have a clear definition in mind when they hear that term authority marketing.
Michael Greenberg 3:41
Yeah. So, authority marketing is a marketing strategy designed to position you as an expert in your niche high-value field. And it’s specifically done using a combination of partnerships and content creation. And the core foundation for that is deep customer research.
Logan Lyles 4:08
Yeah, if you’re going to go after, as you mentioned, a highly targeted niche market, which, you know, people like Christopher Lochhead and others have been advocating for, I think, with very good reason, then you have to start with understanding what that market is. So really in this kind of four steps of going after an authority marketing approach, the first is to identify your target market. Right?
Michael Greenberg 4:33
Exactly. And the best way we’ve seen to do that is by finding your favorite customers, so those who pay well pay on time and are easy cells. Have a faster sales cycle than other groups. So that’s normally because they have some sort of education, or those buzzwords that you’re trying to sell into, already exist in their market. And so you start by looking at those. And what we try to do is develop a specific persona, based on a specific example of a person. Personas that we use at Call For Content are based on old clients, and they still have their names. So Kai is, you know, Kai that we worked with two years ago. And Ruben is Ruben, the executive coach that we’re still working with today. And so we try to personalize those down to the single person and build three or four for that market. And for the total addressable size of that market. We’re generally looking around 10,000, maybe a little lower.
Logan Lyles 5:46
So tell us why this approach of going to a specific person to build this p