Better PR Now with Mark Phillips

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 y