book-marketing-mentors

Michael Greenberg shares his authority marketing success formula with Susan Friedmann on the Book Marketing Mentors podcast.

Intro  00:07

If you’re an author or plan to be one get excited because this podcast is for you. Book Marketing Mentors is the only podcast dedicated to helping you successfully market and sell your book. If you’re ready for empowering conversations with successful marketing mavens, then grab a coffee or tea and listen to your host international best selling author Susan Friedman.

Susan Friedmann  00:30

Welcome to Book Marketing Mentors, the weekly podcast where you learn proven strategies, tools, ideas, and tips from the masters. Every week I introduce you to a marketing master who will share their expertise to help you market and sell more books. Today my special guest is an entrepreneurial growth strategist. Michael Greenberg is the founder of Gentleman Of Technology, a B2B venture creation and growth consulting firm which specializes in B2B and service businesses, as well as personal advisory services for serial entrepreneurs. He launched his first independent venture Call For Content in January of 2017. Call For Content is a full-service podcasting agency for content marketing, audience growth, and monetization strategies. Finishing his transition away from day to day at Call For Content at the beginning of this year, Michael is excited to expand his businesses further into podcasting and B2B services with new acquisitions and partnerships that are going to be announced later this year. Michael, welcome. And thank you for being this week’s guest expert and mentor.

Michael Greenberg  01:53

Thank you for having me on.

Susan Friedmann  01:54

Michael as a weekly podcaster. I’m really interested to learn more about why you decided to start a podcasting agency.

Michael Greenberg  02:07

It’s actually a funny story. We didn’t start as a podcasting agency. We started as a B2B Content Marketing Agency. We were writing blogs and making ebooks and all that stuff but the area where we saw the most success with our clients was using a podcast. We launched a little offering that we called white label podcasting services, reached out to some other agencies and a few podcasts producers and said, Hey, we want to offer some stuff that goes just beyond editing your show. Would you guys be interested in offering these services under your brand for us? They said, Yes. We started seeing a lot of success there. Then I actually lost one of our biggest content marketing clients when they decided to go in-house and at that point, it seemed like the perfect time, this was about nine months ago to say, Okay, let’s go all-in on podcasting. That’s where we’ve been since. I’ve been working with podcasts for a little over three years now. I started what I was doing with growth strategy consulting, and I was working with a business Podcast Network.

Susan Friedmann  03:22

Podcasting is really taking off. I’m constantly seeing the growth in it. Why do you feel that it works, let’s say, as a positioning platform for Author marketers?

Michael Greenberg  03:36

It’s deep content. The amount of information in a podcast and in the short amount of time of a podcast is generally going to be higher quality information packed more densely in that you’re going to find in most other formats. We started our podcasts with clients just because we were already interviewing experts. We were doing that sort of knowledge extraction is what we call it to be able to create content. Along the way, we’ve realized it’s better if we just create this content, as audio, as a podcast, have these conversations on-air, then we can transcribe and reuse them any which way we’d like afterwards.

Susan Friedmann  04:20

Yes, you and I need to talk because I transcribe these but I’m not sure what to do with them afterwards. So that’s a good conversation for you and I to have. Michael, what’s the first step that you would recommend our listeners take when it actually comes to using podcasting in Author marketing?

Michael Greenberg  04:42

Know your audience? I can’t say that too many times. You’ve got to actually research and know and find out are these people listening to podcasts, because if they’re not listening to podcasts, your uses for a podcast will be totally different because we developed shows for people who are going to have no listeners. Those shows are for creating blogs and creating ebooks and cr