Brandstorm

Michael Greenberg talks about developing content, authority marketing and developing niche-specific, quality content that is engaging and delivers new customers with Dan Trzinski and Nancy Christopher on the Brandstorm Podcast.

Dan Trzinski  0:09  

Welcome to Brainstorm, the podcast that talks to the people behind America’s brands. I’m Dan Trzinski, President of Platypus Advertising & Design.

Nancy Christopher  0:16  

And I’m Nancy Christopher, PR director of Platypus. Being the first, the only or most unique is obviously a great advantage for brands trying to get the attention of its customers. It’s also easier said than done. Our guest today says he uses strategies to develop niche specific quality content that is not only engaging but delivers new customers. Please welcome Michael Greenberg, CEO of Call For Content and author of the Authority Marketing playbook. Thanks for joining us, Michael.

Michael Greenberg  0:46  

Nancy. Dan. It’s great to be here today. Thanks for having me.

Nancy Christopher  0:49  

So tell us more about Call For Content. What does your company do?

Michael Greenberg  0:52  

So we are what I like to call a podcasting agency now, and our background is In b2b content marketing, that’s where we started. And that’s where we developed the strategies and authority marketing that went into the playbook. And we made a move from doing b2b content marketing focused on lead generation to podcasting when we saw that the most effective content we produced for our clients was around podcast based strategies. 

Nancy Christopher  1:22  

Didn’t we come up with that idea, Dan? 

Dan Trzinski  1:25  

Absolutely.

Nancy Christopher  1:26  

 We’re talking to our competitor.

Michael Greenberg  1:29  

 I don’t really have competitors, so to speak.

Nancy Christopher  1:34  

I know. We’re okay with this.

Dan Trzinski  1:38  

There’s enough business for everyone. So what kind of content should companies be developing these days?

Michael Greenberg  1:45  

Well, when we ask ourselves, what kind of content we should be producing for this client? The first thing we do is go out and do a bunch of direct customer research and see what kind of content will work for that client. And what we’ve seen is that, unless it’s that millennial or Gen Xer in tech politics, or one of those, let’s call them, little more technology-friendly industries, with higher levels of education overall. There’s a good chance that there aren’t going to be that many podcast listeners for a show. What we’ve seen from that is that the podcast may still be the thing to start with, not because people will listen, but because it allows us to create the written content that people will read. And it allows us to do that in voice because our original company strategy when we made blogs first, was sitting down and interviewing the subject matter expert.

Nancy Christopher  2:37  

Yeah. And that’s hard because it just doesn’t come off as it’s them.

Michael Greenberg  2:41  

Exactly. And so to get around that, what we’ve ended up going through is we had a pretty strict process for turning their exact words into blog posts. And so now we’ve gone to start with the podcast, interview them there and then repurpose that content into the blog posts or the little videos or whatever else we need.

Dan Trzinski  3:00  

 That seems smart.

Nancy Christopher  3:01  

Yeah, that&#