In The Trenches

Michael Greenberg talks about how you can make money podcasting without dealing with the administrative side of things with Tom Morkes on the In The Trenches Podcast.

Tom Morkes  0:01  

Hey, Hey, welcome back everyone to the broadcast In The Trenches. I’m your host, Tom Morkes. And today, I sit down with Michael Greenberg, who is a serial entrepreneur, strategist, founder of Gentleman Of Technology, and the CEO of Call For Content, a white label podcasting agency. In a nutshell, Call For Content helps agency owners book podcasts for their clients. So instead of going the typical straight to client approach, they sell their services to agencies who then go and resell the service to their existing clients. So it’s kind of a brilliant remix of a simple concept. But in a space where I don’t think this is happening very much, or at least is the first time I’ve heard of it. And that’s why I brought Mike on the call today because I thought it was just kind of a really clever restructuring remix of a really solid business strategy. And that also leads to my big takeaway from today’s call. Which is that if you already do client-based work, consider what a white label b2b type structure would look like for you because it’s possible there are already competitors out there doing it. But if you already run a great service, why not try white labeling, why not try selling b2b. Then you don’t have to deal with the pain of client generation, lead generation, closing new sales, etc., right? Especially if you are somebody who really likes the implementation side, but you struggle with the sales side. Instead, you could hypothetically land just a few agency clients. And then they can go ahead, repackage, repurpose and sell your work at a markup. So they make money, and you make money. And you don’t have to deal with any of that administrative kind of front end nonsense and the client generation side, which, again, I see it as a potential win-win. Depending on you know, the type of work that you’d like to do. So there, of course, downsides to the model. Like the potential for the agency, trying to bring that fulfillment in house. But for spaces that are kind of still relatively green or underdeveloped or new, like podcasting, I think this is a really great approach. So I’ll leave it at that. Listen to today’s conversation, hopefully, give you some ideas and help. We really enjoy it. And if you do, make sure to leave a review on iTunes, Spotify, Google Play anywhere you find In The Trenches. Thank you in advance for your support. Alright, without further ado, let’s get to today’s conversation. Mike. So let’s kick things off. I want to hear a little bit about your background, we’re going to get into this topic of authority positioning we were just talking about before we hit record here, and I do want to get to that, but I want to know how you even got into this space in the first place, and I know you’ve done quite a bit of work in the b2b space, and you have a pretty extensive background and portfolio. Give us a little bit of like, kind of what led you to what you’re doing today.

Michael Greenberg  2:41 

 Yeah, so I come from a family of entrepreneurs. It’s something that I was around growing up, and so I knew this was a direction that I ultimately wanted to head in pretty early on, but I was going to college for economics, I decided to take a semester off to go to a coding boot camp. I got hired by a startup out there, didn’t go back to college for quite a while, and left the startup but love the lifestyle and started consulting as a b2b growth strategist. From there, I worked with a number of agencies and realized that I should really build my own agency and show them how to do it right. And so Call For Content got started as a b2b content marketing agency, we developed this system of authority marketing. And then about nine months ago, we launched a white-label podcasting service to other agencies and saw really good results with it. Scrapped everything that was not podcasting related. And at that point, our authority marketing, we had already started doing the podcast for almost every client, so it was a very easy transition.

Tom Morkes  3:55  

So let’s break down what you’re doing now on the podcasting front, and I don’t know maybe go higher level first, if that makes more sense, like, depending how you want to talk about it, but I’m kind of curious how you guys approach this because you mentioned Oh, it was like great results from this. So presumably then unlike the client front, so tell me a little bit about how clients are like, taking advantage of being on podcasts, I guess. And then I’m happy to kind of go back a little bit if we have to.