The Hard Corps Marketing Show

Michael Greenberg talks about all the elements that make up a successful B2B podcast with Casey Cheshire on the Hard Corps Marketing Show.

Casey Chesire  0:05  

Oh yes, this is The Hard Corps Marketing Show. I’m Casey Chesire, your host for this epic journey. And today’s show is sponsored by Cheshire Impact on a mission to help people maximize their use of Pardot and Salesforce,  chesireimpact.com.

And we’re live. And I’m excited about this one. I’m excited because this is going to be one of those like meta cool podcasts. We’re gonna be talking about content, gonna be talking about podcasting on a podcast. And my guest is freaking cool. He is a B2B growth strategist. He is a marketer. He is a marketing hacker and a podcast strategist, entrepreneur with a really cool way of doing things very efficiently and all of that. So right there, we’re going to geek out for a couple of hours. He is the CEO and Chief Interviewer of Call For Content. Michael Greenberg, how are you, sir?

Michael Greenberg 1:07

I’m doing great. Casey, How about yourself?

Casey Chesire  1:09

Good. I’m stoked. It’s a Thursday, at least where we’re at. And we’re gonna be talking about all my favorite subjects: content, podcasting, marketing. It’s like a marketing palooza over here. So let me pass this to you. This is Thor’s hammer. So go ahead and take that. And smash for me some kind of bogus marketing strategy, some myth that whatever drives you the crazy.

Michael Greenberg  1:36  

Starting with a blog?

Casey Chesire  1:39  

 Starting with a blog. As in, don’t do it.

Michael Greenberg  1:43  

Blogs are the worst thing of all content options that you could start with. They’re the easiest to repurpose from anything else. If you’re starting with video, transcribing that video turning into a blog is easy, and then you post the video in it, you’ve already got some frames to freeze. It all comes together.

Casey Chesire  2:05  

 Right .

Michael Greenberg  2:06  

My personal favorite.If you do one podcast with a good expert, like an interview, that could be two or three blog posts right there.

Casey Chesire  2:19  

Yeah, like you. So this could be several blog posts worth of cool content.

Michael Greenberg  2:23  

Yeah, I think we’ll have a full ebook after this.

Casey Chesire  2:26  

Oh, hell yeah, let’s do it. What do we need for an ebook? How long we have to talk about that?

Michael Greenberg  2:30  

So the rule I go by is about an hour.  That’s going to get you probably about 2000 or 3000-word ebook. So not too long. 

Casey Chesire  2:44  

That’s pretty intense. An hour though, huh?

Michael Greenberg  2:46  

Yeah, people speak at about 150 words per minute. So if you’re a fast talker, that could be 200 or 300. And when you start thinking in those terms, you’re getting 10 000 to 15,000 words potentially, in an hour of deep interview.

Casey Chesire  3:11  

That’s a lot of um’s, though, I imagine you got to strip those out.

Michael Greenberg  3:14  

Oh, yeah.  And really what I like to do is I take the transcript, and then we have an outline. And normally, we have the outline before the transcrip