Brandon Poole Elevation

Michael Greenberg talks about the Do’s and the Dont’s of marketing with Brandon Poole on the Brandon Poole Elevation Podcast.

Brandon Poole  00:10

Welcome to Brandon Poole Elevation. My name is Brandon Poole Motivational Speaker and Lifestyle Entrepreneur. And each week I bring an inspiring person or message to help you make your dreams become reality. Thanks for listening, now let’s get out there. Welcome to the show, everybody. Today’s guest is Michael Greenberg. He is the founder of Gentleman of Technology, which is a B2B Venture Creation and Strategy Consulting Firm. Michael recently exited his ownership of the business radio X Studio for St. Louis, Missouri, and has just written a book entitled Authority Marketing Playbook. In January of 2017, Michael launched a new business called Call For Content. This company helps business owners and influencers create concepts that stay true to their voice and their values. So without further ado, here is Michael Greenberg. Welcome to the show, Michael. I am glad to have you here. Why don’t you tell our audience about you, and why we should listen to you.

Michael Greenberg  01:43

Yeah. I have probably made the mistakes that you’re going to make. I started my whole career by dropping out of the first time I went to college when most of my professors got pushed back to the private sector. I decided to take some time off, go learn to code and try to join a startup in Mountain View, California, which I did. I led their initial MVP development and moved over to the operations and marketing side where I helped get us to about 30 enterprise clients. After that, I moved into growth strategy consulting for small and medium-sized B2B businesses. For everyone out there who doesn’t know, B2B means business to business. I’ve stayed in that range ever since. My clients sell to large businesses or small businesses. They’ll sell to anyone but I work with companies under about 100 employees. Those are the people that I focus on. What I’m doing now is a Content Marketing Agency called Call For Content. That’s built out of me seeing how many customers struggled with positioning themselves in the market, and seeing that content was the best way to help them. That’s me setting that up so that I can consult growth strategy and make sure all my customers have everything set up for when I come in.

Brandon Poole  03:13

Yeah. So what do you look for when you’re going into these growth strategy sessions?

Michael Greenberg  03:20

I look for inefficiencies first. Because of the kind of companies I work with, the first thing I look for is technology. Are they using software from 10 years ago? Would putting in the new version save them 100 hours a day. And that’s step one. Step two is mapping out a customer journey and seeing where they first made contact with our brand, all the way to what does our customer support or customer success looks like on the back end?

Brandon Poole  04:00

Tell us about Call For Content. How did you come up with this idea?

Michael Greenberg  04:07

As I mentioned I was working with clients as a Growth Strategist and the number one issue I saw was that they weren’t positioned well in the market. I was working with a client who was a Digital Media Network at the time and I saw how well they were able to use their content to position themselves. But then because of their position as a Digital Media Company, how poorly positioned they were to take advantage of that. So taking the same practices from digital media and applying them to a business and their own media allows a business to become the media, become the voice in their industry. You might hear it called thought leadership, you might hear it called content marketing, you might hear it called any of 1000 things, but at the end of the day, we’re using content to get customers. I have a few specialized processes that we use internally with both podcasts and blogs, but that’s really the basis point.

Brandon Poole  05:14

What do you do to stay up to date on what the latest thing is and what businesses should do to promote their business?

Michael Greenberg  05:24

I don’t read the news, or bad blogs, or tips online. If somebody is telling you it, unless they’re using it to get you to buy some other thing they do that’s more complex, they’re probably not giving you the best advice. The way we prove that everything we put out at Call For Content works for our content is that all the content we put out is the stuff we actually do. I see Influencers, Forbes Article Writers and Entrepreneur Writers and almost everything they put out is bad. I’m willing to say that without much of a question because good content isn’t 500 words. Good content is however many