The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 years ago

Michael Greenberg on How to Leverage Authority Marketing


Authority marketing can separate you from competitors, drive revenue and turn you into a niche celebrity. But for many salespeople, it’s a struggle with where to start and how to get it done.

We sat down with Michael Greenberg, chief strategist for Call For Content and author of the Authority Marketing Playbook, to talk about how to effectively establish yourself in your field as an authority.

You're listening to the BB revenue executiveexperience, a podcast dedicated to helping the executives train their sales and marketing teamsto optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three,two, one. Welcome everyone to the be tob revenue executive experience. I'myour host, Chad Sanderson. Today we're tackling a complex subject many sales peoplestruggle with, and this is the concept of authority marketing, or how toeffectively establish oneself in your field as an authority. Right we everybody's hearing aboutand talking about personal branding. What does it mean? How do you doit? How do you get it done? It's critical for success. Today.There's just too many outlets, and it did in the digital landscape forus not to be taking advantage of that. As sales practitioners, for those aremarketing, the question is often how do I get it done? Howdo I tackle this topic? To help us with it, we have withUS Michael Greenberg, chief strategist for call for content and author of the AuthorityMarketing Playbook. Michael, thank you for taking the time and welcome to theshow. Thanks for having me on, Chad. So for our listeners,let's give him a little bit more context around call for content and your rolethere. Yeah, so call for content is a B Tob Content Marketing Agencythat specializes in authority marketing and specializes as well in customer focus content creation.So you guys actually will do the let's. So if somebody came to you andsaid, let's say my could just, for example, illustrated person, ifa VPA valid prime socials came to and said, hey, we needto do an authority marketing campaign, you'd help us craft it, create thecontent, do the distribution, track to return in the metrics, soup tonuts kind of approach exactly. We call it done for you content marketing,because those too many people involved otherwise and it really it's easiest when you bringit all to one source and end. Excellent, excellent. I'm all right. So for our audience, there may be some out there who are notas familiar with the term authority marketing, so I was like to set kindof a contextual landscape and would love to hear kind of your definition of reallywhat is it contained in that phrase. So I think authority marketing is theact of positioning yourself as an expert or authority in a niche in order tobring more business to you and it's accomplished using some sort of social proof toprove your authority or expertise. But the forms that can take. It couldbe online, could be offline. It really can take a lot of formsfrom that starting point. It's a complex digital landscape that we live in.A lot of ways to get out, there a lot of ways to getin front of people. So it can be a bit overwhelming, and Ispeak from experience back back when I had to figure out how we were goingto do that for our coming for ourselves. It's not easy to really understand.You know where the people are that you want to get in front ofand how best to capture their attention and establish yourself as as as an authority, as someone to be trusted in terms of information you can provide. SoI'm excited to have this this conversation today. I really appreciate the time. SoI notice in the first chapter of your book you outline kind of somefundamental rules for or a third excuse me for authority marketing. Can you breakthose down for our audience? Yeah, so authority really comes down to twothings in marketing. One is specializing, because if you try to be theauthority and too many things at once, you end up at never really becomingrecognized as an authority in any one of them, because you have to bethat top number one person in their mind... order to really be the authority. You know, maybe number two or three, but when you contact themthat they have to have one single thing that comes to mind. And sothe narrower the field that you work with in, the narrower the niche shootarget, the faster you can reach status as an authority there and then youcan branch out into others, just like a saturating one market and then branchingout into others as you go. The same works for authority. And soit's not just about, say, you know, picking that Niche and stayingthere. It becomes kind of the foundation for expansion. And I know we'regoing a little off script here, but I'm curious to help me understand.So if we picked a niche, how would you then expand out into otherniches? Is Its same same tools, same approach, same thing, justdifferent target. I'm curious if it kind of cannibalizes the sense of authority thatone may have in the niche if you start to add others to it,or what your experience has been there. So it's a delicate process because youcan't really leave one behind when you open up the other. And so whatyou end up doing is it you start blending. Maybe you go from socialmedia marketing to start blending in some content marketing and then over time you startblending in a little more just a broad digital marketing and you sort of stepyour way up the ladder to a broader group. But you have to buildthat authority in each one and then continue to create content and continue to proveyourself in the fields as you go, because leave one behind. If doesthat, then just I mean is it essentially increases the amount of content thatone would have to produce. In my in my tracking here, or amI missing something? Because it is so let's say if we pick sales enablementand you become an authority in that and then you branch out into marketing enablementor some other type, doesn't that, in order to to kind of groomthe garden you've got, so to speak. Doesn't that increase the level of contentin total that you're attempting to produce? So you reduce the amount of contentfor Group A, when on the volume for B and the overall willincrease. But it's not a doubling or tripling each time. Okay, justa little bit more, or it could just be one, one regular seriesexcellent pushes out in that topic, okay, and other multiple ways to establish onesauthority out there. I mean I'm not just talking different channels. Imean the channels are extremely varied, but like methods or approaches that you recommendand guide your clients to employ. Yeah, so I like to break down,especially for be to be an especially for business, authority really comes ina few forms. Stamps of approval, be it various wellknown certifications, goingto top tier school something like that, but having some level of success withleadership or business, entrepreneurial success, selling a company, being part of afast growing startup that made good press, teaching at a really high level orcreating content. And so you can get there through all of them, butsome of them you've got to already have done. And then, if amatter of proving that you've done that thing now. Well, especially, Imean especially with the schools, right. I mean having gone to done myundergraduate and graduate degree and I maybe someday in the future, maybe real thanbut maybe just a chance, I go...

...back. But that for me,that would already be you know, that would already be done. So itwould be the other three options. And so you have, or have youseen, kind of ways to create like that perfect ven diagram of the overlapsof those three years. Are One that works better than others or one thatis increased in effectiveness if you start to do a second one. Yeah,so having the previous success or having stamps of approval behind you and then movingon to creating content, and creating educational content in particular, is probably thefastest way because you get that initial boost of authority from having a prior stampof approval and you can use that to leverage your way up. And itdoesn't have to be a huge thing that you've completed in order to get thaton. It could be, you know, over a million in sales. That'senough to get you going in most cases. So it's a so it'sa proof point, let's say, a verifiable proofpoint, not just, youknow, being a pundit standing on a soapbox screaming that you're the best.And it's really relative. So if you're trying to target fortune five hundred CEOS, you're going to need a very different level of authority then if you're tryingto target small business owner and you're going to need authority and very different things. So the content that you might create or the stamps of approval you mighthave would it really want to match up with the group you're trying to sellto. And so I have too. I would have to think that thecompanies that you work with and that come to you have to be, Imean, just across the board in terms of size of targets that they're goingafter. Some maybe going after fortune five hundred, global, Onezero, SMB's, mom and POPs, public sector versus private. How do you, howare you guys able to dig into those enough for have do you maybe havea repository of information that helps you help your clients, regardless of the,say, target that they're focused on? Yeah, we've got pretty step bystep approach to researching the ideal customers to target and we've got a few sizeranges. We look at generally under tenzero potential targets in a market when wereally want to go and instart building out content. So we take a very, very targeted approach both to the content we create with a client as wellas the way we reach out to help the client build authority through networking orthrough any other means in that target group, because at the end of the daywe're really only trying to get a thousand or two thousand new potential relationshipsfor them and that should be more than enough for a good sales or marketingteam to close out. Okay. And so how in how do people effectivelydifferentiate? Because the authority marketing or the the personal branding or any of thosetypes of things, it's it's a hot topic, has been for a while, and so you constantly or consistently see, you know, I especially see onlike linked in other people that are attempting to establish themselves as authority.So the market starts to get crowded. How do you help them? Youknow, what's the biggest challenge that people have when they come to you andsay, Hey, I can't figure this out? So I see two challengesin concert. People have difficulty continuing to build up a base of content overtime, and the reason for that is because they're taking a shotgun approach.And if you're building content into you broad an area, or you're not buildingcontent that's immediately and directly impactful to your...

...customers, then you're going to endup burning out before you can really see the results of creating that content.So generally the recommendation I end up having is to specialize further be and theway I sort of like to pitch it out is a spotlight will outshine afloodlight and a laser will chine both like that laser. If everybody's using thespotlight and if everybody's still on floodlights in the space, then all you needis a spotlight. Excellent. And is it? Do you find it challenging? You know if because I think about personal context. Right. So,sales enablement spaces is pretty it's pretty flooded, right. There's a lot of peopleout there. So you have a process and I'm not asking you togive away the give away the goods, but there's a step by step processto help people get seriously specialized withinside of say that type of market. Ohyeah, and that comes down to really positioning even more than just within whatyou specialize in doing, but who you do it for. So think aboutmore about okay, I want to run a campaign over the next say,three, six, twelve months that's focused on a very are specific problem andpeople that would have that problem. So inside of again, I'd not togo back to sales and them, but it's just it's kind of obviously what'son my mind. But for our customers it's like we have a lot ofpeople that talk about challenges around prospecting and then you could go even one stepfurther and say, okay, they have problems around, I don't know,pick up a phone, cold calling. Is that kind of the stair stepdown that we're talking about here? Yep, exactly, and building that in withsay so, if your issue is prospecting as a SASS company selling tothe automotive sector, let's say that is a unique set of problems that youmight not find in Sass selling to other BB tech companies. Okay, andso you really want to you want to go down to the point where theproblems are unique to the customers you're selling to. Okay, got it.Excellent. And so how much. I mean everybody has, you know,day jobs. We'll have to make the money. How much time and focusshould somebody be ideally putting on, you know, their authority marketing or developingthe contents or, you know, kind of a sweet spot you found thatenables people but doesn't hamper them? Yeah, first off, whatever you have timefor getting out there and making the content to step one. But buttwo hours a week is the number I generally throw out people that. Ifyou want to go at it alone, that's enough time to record a podcastor that's enough time to write a blog article every week and that's just enoughto get going. If you're trying to create monthly content, then maybe youjust do two hours a month, daily, two hours a day. And sothe two hours for one piece of content is the rule of thumb Igive and try to shoot for weekly. If you can put together a twohourpresentation on a topic each month, you will have enough content to then besplit up for several pieces over that month. So kind of Turkey, Turkey leggingwho was the was the term we always used. If you come witha big piece contents, white paper or you know, to our presentation.Like I said, breaking that into smaller showings that are more applicable to differentchannel. So White Paper blog posts, chunk that out into things on,say, twitter that are shorter, more...

...impactful, cleaner hits type of thing. That's kind of what we're what we're looking at. Yeah. So thereason I say in particular, presentation is because a presentation is so dense withinformation that a twohour presentation could be eight blog posts, excellent, and anebook. Yeah, I was just saying at one of the direction to yeah, and another set of you know, a dozen twelve minute videos or fiveminute video clips teasing out facts, plus all the social media. And soif you have that you can really break it down as fine as you needto create full content schedule every month. Okay, and this, and youknow, having having tried my handed, I'm one of those guys that,you know, we tried to go alone. We've since that called in the cavalryfor help because it can get to be a challenge. Do you seeyour customers struggle or just in general, people in the Authority Marketing Attempting Authoritymarketing struggle with what they so let my familiarity with sales makes me think thatthere's not really much new stuff to say about it, and so I'm wonderingif somebody comes to you, do you see this kind of hurdle that theyhave to overcome where they realize they do have a great deal of valuable knowledge, but it's there may be even more of it than they were aware ofbecause their proximity to it makes them value it less. So how do youunderstand where I'm going with us? So if I know the space so well, and when you were say, if somebody were say, well, Hey, what's new in sales, wow, it's you know, it's the samegame it's always been. But then more questions dig into that and I realize, okay, well, there's a lot of experience that to me feels commonplace, but to many others doesn't. Is that a hurdle that you run intowith your with your clients, where you see in the market? Oh yeah, and that's one of the reasons I call myself the chief interviewer and strategist. Occasionally right, because much of the work that we do is it buildingout structured interviews to pull the information out of clients. Okay, because theywe know they know the answers to the questions we have, but they don'trealize that that's good content. They're excellent. So it's the perceptive we always somebodysaid on a podcast I was talked to the day you can't, youcannot bring in house perspective. You can't in house perspective, and I thinkthat's an extremely valuable asset that you guys are bringing to the table. Ihave to ask, so how did you get started in not just I meanbuilding your own brand, but what was it about the authority marketing field thatkind of drew you in? So I actually came in the back way.I worked as a growth strategy consultant specializing in technology nable processes, and wasworking with a client who had a huge backlog of audio content that needed tobe turned into new content. I started researching that realize that much of thecontent creation processes were using now were pretty ineffe Asian, and so started workingon those. Then realized when I started selling those that my clients didn't havethe real positioning that they needed in the market place, and so I startto specialize myself in that direction until I stopped just doing the content creation andI moved to the full done for you content marketing. Now we're getting readyto relaunch content creation as sort of a pay as you go service, butthat's just because clients want to be able to use US without the strategy forsome of the stuff that they just can'tt quite afford to do with us yet, like, in particular, for books.

Oh yeah, so you guys willdo. Not to give away the sun, but I'm just kept dyning. Know you guys. Will you guys ghostwrite books for people? I don'tlike to call it ghostwriting. It's more sort of a dictation service with abit of help on top in outlining. Gotcha. Okay, excellent. That'sgood to know. Actually, let me make a note for myself on thatone. Sorry, audience, it's not always all about you. I wantto make a note for myself. They're excellent. So is there a particularaspect of authority marketing that you find you're more passionate about than other like,for example, do it, you know, doing the dictation service with the books, or do you enjoy helping them create blog content, or what's thepart that you really find yourself of getting the most excited about? I'm reallya strategy guy, so my my favorite part of the job is when westart executing a campaign and then the client can see it work, because alot of times somebody will come to me and maybe have had a bad experiencein the past with content or not, or gone after Seo or something vaguelyin the same area and had a bad experience there, and so being ableto show that we can create relationships with this that it might not have tobe a six month wait is it my favorite part, because I feel likewe use pretty unique strategies both for our content creation and for our actual contentmarketing, and it's it's nice to see that in action, because that's reallywhere where I started with this is building out those processes and the strategies builton top of them perfect. So if there are, if there are threetakeaways that you would want our audience to have that helps them expand their understandingof authority marketing, just three things right off the top of your head thatyou believe would help them in the long run. What you know? Whatare those three takeaway? Authority is relative, so know who you are and knowwho your customer is and prove yourself to your customer based on the questionsthey have. Create content regularly and if your content isn't working, then youneed to turn up the brightness and focus down to a laser increased focus toincrease them right now. So I like those job that that we're going touse that in the PROMOS. Excellent. All right. So let's change thedirection a little bit and I kind of skipped ahead here, I act.It's a will consider that kind of the acceleration insight that we usually ask.But, as you know, an expert in the field of authority marketing,there's got to be a lot of people that want to capture your attention andget in front of you, and so I like to ask all of ourguests, you know, considering how hard it is to oftentimes get people's attention, especially cold if somebody wants to capture your attention, if they want toget you to have a conversation and, you know, provide some of yourtime to them, what do you find to be the most effective way ofthem doing that so to build the credibility to you know, Pique your interestand get that meeting set up? If they don't know you, don't havean existing relationship, it's completely just out of the blue. So if you'retrying to get some insight on how I market, then I am always happyto talk about that. Just shoot me... email. If you can't findmy email, then you're probably not strong enough marketing. Our sales professional,but that's that's one on one these days. And if you're going for sales,then show me the numbers and show me how you got them, becauseI don't want to hear your pitch, I want to see what value itprovides me with. Excellent, excellent, Michael. This has been great.So for if I would say, I was going to say a listeners interestedin talk anymore, but we basically just told them, Hey, you respondto the email if you can find his email address. So I'm not goingto make it that simple for our guests and say hey, here's my coaelsemail address. So don't do that. But other than that, if somebodywanted to reach out and talk more about, you know, authority marketing, orthey wanted to find out more about the book or get the book autograph, aside from email, what would be the next best way to reach outand ask questions about the show? Go to call for CONTENTCOM and we've gotdrift on the site. If you just use that little live chat you'll eventuallyget connected with me. If the Chat Pot can answer the question itself,excellent. So I have to ask you, am drift in that chat element onwebsites? Have you found that to be extremely effective for Your Business?So I'm just getting into it now. I'm actually revamping my entire website andsales and marketing funnel to center around using a chatpot. Interesting it's going tobecome a little mini ai librarian on the website. So any topic you'll beable to break down into the various questions we have answered on the topic andif it isn't answered, then it'll get bumped up to a person. Wow, that's a heck of an endeavor and a great use of the technology.I see a lot of people just kind of stick it on their site.Really, Hey, we're here if you want to talk. I can understandhow the strategy side is what excite you. All right. Well, PERC so, I can't thank you enough for being on the show that. It'sbeen great having you having the conversation of truly enjoyed it so by it's beena lot of fun. All right, everybody does it for this episode.Please check us out of be TOB REV exaccom. Share the episode out there. You know the drill. Send US suggestions for other individuals you'd like tohave on the show and until next time, we have value problem solutions. Withyou all nothing but the greatest success. You've been listening to the BB revenueexecutive experience. To ensure that you never miss an episode, subscribe tothe show and Itunes or your favorite podcast player. Thank you so much forlistening. Until next time,.

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