The B2B Revenue Executive Experience

Michael Greenberg talks about how to effectively establish yourself in your field as an authority with Chad Sanderson on The B2B Revenue Executive Experience.

Chad Sanderson  0:07  

Welcome, everyone, to the B2B Revenue Executive Experience. I’m your host, Chad Sanderson. Today we’re tackling a complex subject many salespeople struggle with, and this is the concept of Authority Marketing or how to effectively establish oneself in your field as an authority, right? Everybody’s hearing about and talking about personal branding. What does it mean? How do you do it? How do you get it done? It’s critical for success today. There are just too many outlets, and it did in the digital landscape for us not to be taking advantage of that as sales practitioners. For those marketing. The question is often, how do I get it done? How do I tackle this topic to help us with it? We have with us Michael Greenberg, Chief Strategist for Call For Content and author of the Authority Marketing Playbook. Michael, thank you for taking the time. Welcome to the show.

Michael Greenberg  1:12  

Thanks for having me on Chad.

Chad Sanderson  1:14  

So for our listeners, let’s give them a little bit more context around Call For Content and your role there.

Michael Greenberg  1:20  

Yeah, so Call For Content is a B2B content marketing agency that specializes in Authority Marketing and specializes as well in customer-focused content creation.

Chad Sanderson  1:35  

So you guys actually will do the less so if somebody came to you and said, let’s say Mike just, for example, illustrate a person. If VP, Valley Prime Solutions came to you and said, Hey, we need to do an Authority Marketing campaign. You would help us craft it, create the content, do the distribution, track the return in the metrics, soup to nuts kind of approach?

Michael Greenberg  1:53  

Exactly. We call it done for your content marketing because too many people involved otherwise. And it really, it’s easiest when you bring it all to one source end to end.

Chad Sanderson  2:06  

Excellent. Alright, so for our audience. There may be some out there who are not as familiar with the term Authority Marketing. So I always like to set kind of a contextual landscape and would love to hear kind of your definition of reality, what is contained in that phrase.

Michael Greenberg  2:24  

So I think Authority Marketing is the act of positioning yourself as an expert or authority in a niche. In order to bring more business to you. And it’s accomplished using some sort of social proof to prove your authority or expertise. But the forms that can take it could be online, could be offline. It really can take a lot of forms from that starting point.

Chad Sanderson  2:52  

It’s a complex digital landscape that we live in. A lot of ways to get out there a lot of ways to get in front of people. So it can be a bit overwhelming, and I speak from experience. Way back when I had to figure out how we were going to do that. For our company, for ourselves. It’s not easy to really understand where the people are that you want to get in front of, and how best to capture their attention and establish yourself as an authority. As someone to be trusted in terms of the information, you can provide. So I’m excited to have this conversation today. I really appreciate the time. So I noticed in the first chapter of your book, you outlined some fundamental rules for Authority Marketing. Can you break those down for our audience? 

Michael Greenberg  3:37  

Yeah