Marketing Mistakes (And How To Avoid Them)

Michael Greenberg and Stacy Jones discuss their experience as podcasters and the importance of Authority Marketing on the Marketing Mistakes Podcast.

Michael Greenberg

Michael Greenberg is the founder of both Gentleman of Technology, a growth consulting firm and Call For Content, a Podcasting Agency.

Gentleman of Technology is a growth consulting firm and Call For Content is a full-service podcasting agency for content marketing, audience growth, and monetization strategies. Michael talks about authority marketing, discussing why you need it, how to implement it, and the common misconceptions most people have about it.

But can we start off talking a little bit about your background and what got you to where you are today and share why you think podcasting is such an awesome tool? (01:14)

Michael dropped out of school when he was 20 and went to a coding boot camp. He started working for a startup based originally in San Francisco and then moved with them down south to South Carolina. He really loved the sales, marketing, and operations, so when he left the company, he started consulting and founded Gentleman of Technology doing growth strategy consulting.
He founded Call For Content when he discovered that if you built agencies the right way from the start, you could build something that didn’t take a lot of time to manage, with consistent revenue. Call For Content started as a B2B content marketing agency with white label podcasting launched nine months later and authority marketing following that.
On a per-word basis, podcasts, starting with a podcast and then turning it into other kinds of content is the cheapest way to go about it from a cost perspective and you get to meet amazing people who also have podcasts all over the world.
He says that if the average person listens up to 7 or 10 hours of podcasts and is then dedicated to the brand that owns that podcast, that from a marketing perspective is pretty much the best thing he can ask for.
A lot of the shows Call for Content produces are drive-time shows as most of their listeners are commuting, and once you know how the people that you want to be listening listen, then you’re really able to dig in and create content for that time period.

Do you want to talk a little bit about Authority Marketing as a whole and what it means? (07:10)

Authority marketing as we look at it at Call for Content is a content marketing strategy designed for high ticket B2B lead gen primarily for expert-run businesses.
Authority marketing is about positioning with content and using that to assist in sales and lead generation efforts, starting with the client using that podcast to gather case studies from past clients they’ve worked with, and then introducing them to some new partners.
Authority marketing is all about making those situations happen, building those relationships out for the current and the future. There is an entire playbook on that on the website called the B2B Podcast Playbook, the number one way we use podcasts for lead generation

Are there other ways besides podcasting? What made you all decide to start with podcasting? Just because it’s simpler or easier or is the most economical? (09:41)

Michael says it’s a little bit of everything. Hiring and working with ghostwriters is hard and he does not want to put his clients through that. I
All content starts with doing subject matter expert interviews to create that content and then positioning the conversation so that you have a podcast?.
He says that you plan around the content, starting with an ebook, interviews, and topics for the show, testing the individual concepts along the way. Rather like where you plan the different stripes of the tent first around the different kinds of content you’re producing.
Michael feels people should pay for the extra internal knowledge, not the process. He says that with retargeting pixel and an audience already from the prior pieces, you are able to know that these people have some interest in these topics already and bring them back for that larger download.
What people are looking for is the value that you’re receiving from