The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 4 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 executive experience, a podcast dedicated to helping the executives train their sales and marketing teams to 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'm your host, Chad Sanderson. Today we're tackling a complex subject many sales people struggle with, and this is the concept of authority marketing, or how to effectively establish oneself in your field as an authority. Right we 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's 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 are 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 and welcome to the show. 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 role there. Yeah, so call for content is a B Tob Content Marketing Agency that 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 and said, let's say my could just, for example, illustrated person, if a VPA valid prime socials came to and said, hey, we need to do an authority marketing campaign, you'd help us craft it, create the content, do the distribution, track to return in the metrics, soup to nuts 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 bring it all to one source and end. Excellent, excellent. I'm all right. So for our audience, there may be some out there who are not as familiar with the term authority marketing, so I was like to set kind of a contextual landscape and would love to hear kind of your definition of really what is it contained in that phrase. 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. 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 back back when I had to figure out how we were going to 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 of and 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. So I'm excited to have this this conversation today. I really appreciate the time. So I notice in the first chapter of your book you outline kind of some fundamental rules for or a third excuse me for authority marketing. Can you break those down for our audience? Yeah, so authority really comes down to two things in marketing. One is specializing, because if you try to be the authority and too many things at once, you end up at never really becoming recognized as an authority in any one of them, because you have to be that top number one person in their mind... order to really be the authority. You know, maybe number two or three, but when you contact them that they have to have one single thing that comes to mind. And so the narrower the field that you work with in, the narrower the niche shoo target, the faster you can reach status as an authority there and then you can branch out into others, just like a saturating one market and then branching out into others as you go. The same works for authority. And so it's not just about, say, you know, picking that Niche and staying there. It becomes kind of the foundation for expansion. And I know we're going 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 other niches? Is Its same same tools, same approach, same thing, just different target. I'm curious if it kind of cannibalizes the sense of authority that one 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 you can't really leave one behind when you open up the other. And so what you end up doing is it you start blending. Maybe you go from social media marketing to start blending in some content marketing and then over time you start blending in a little more just a broad digital marketing and you sort of step your way up the ladder to a broader group. But you have to build that authority in each one and then continue to create content and continue to prove yourself in the fields as you go, because leave one behind. If does that, then just I mean is it essentially increases the amount of content that one would have to produce. In my in my tracking here, or am I missing something? Because it is so let's say if we pick sales enablement and you become an authority in that and then you branch out into marketing enablement or some other type, doesn't that, in order to to kind of groom the garden you've got, so to speak. Doesn't that increase the level of content in total that you're attempting to produce? So you reduce the amount of content for Group A, when on the volume for B and the overall will increase. But it's not a doubling or tripling each time. Okay, just a little bit more, or it could just be one, one regular series excellent pushes out in that topic, okay, and other multiple ways to establish ones authority out there. I mean I'm not just talking different channels. I mean the channels are extremely varied, but like methods or approaches that you recommend and guide your clients to employ. Yeah, so I like to break down, especially for be to be an especially for business, authority really comes in a few forms. Stamps of approval, be it various wellknown certifications, going to top tier school something like that, but having some level of success with leadership or business, entrepreneurial success, selling a company, being part of a fast growing startup that made good press, teaching at a really high level or creating content. And so you can get there through all of them, but some of them you've got to already have done. And then, if a matter of proving that you've done that thing now. Well, especially, I mean especially with the schools, right. I mean having gone to done my undergraduate and graduate degree and I maybe someday in the future, maybe real than but maybe just a chance, I go...

...back. But that for me, that would already be you know, that would already be done. So it would be the other three options. And so you have, or have you seen, kind of ways to create like that perfect ven diagram of the overlaps of those three years. Are One that works better than others or one that is 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 moving on to creating content, and creating educational content in particular, is probably the fastest way because you get that initial boost of authority from having a prior stamp of approval and you can use that to leverage your way up. And it doesn't have to be a huge thing that you've completed in order to get that on. It could be, you know, over a million in sales. That's enough to get you going in most cases. So it's a so it's a proof point, let's say, a verifiable proofpoint, not just, you know, 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 trying to 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 might have would it really want to match up with the group you're trying to sell to. And so I have too. I would have to think that the companies that you work with and that come to you have to be, I mean, just across the board in terms of size of targets that they're going after. Some maybe going after fortune five hundred, global, Onezero, SMB's, mom and POPs, public sector versus private. How do you, how are you guys able to dig into those enough for have do you maybe have a 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 by step approach to researching the ideal customers to target and we've got a few size ranges. We look at generally under tenzero potential targets in a market when we really 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 well as the way we reach out to help the client build authority through networking or through any other means in that target group, because at the end of the day we're really only trying to get a thousand or two thousand new potential relationships for them and that should be more than enough for a good sales or marketing team to close out. Okay. And so how in how do people effectively differentiate? Because the authority marketing or the the personal branding or any of those types 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 on like linked in other people that are attempting to establish themselves as authority. So the market starts to get crowded. How do you help them? You know, what's the biggest challenge that people have when they come to you and say, Hey, I can't figure this out? So I see two challenges in concert. People have difficulty continuing to build up a base of content over time, 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 building content that's immediately and directly impactful to your...

...customers, then you're going to end up 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 the way I sort of like to pitch it out is a spotlight will outshine a floodlight and a laser will chine both like that laser. If everybody's using the spotlight and if everybody's still on floodlights in the space, then all you need is 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 people out there. So you have a process and I'm not asking you to give away the give away the goods, but there's a step by step process to help people get seriously specialized withinside of say that type of market. Oh yeah, and that comes down to really positioning even more than just within what you specialize in doing, but who you do it for. So think about more 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 and people that would have that problem. So inside of again, I'd not to go back to sales and them, but it's just it's kind of obviously what's on my mind. But for our customers it's like we have a lot of people that talk about challenges around prospecting and then you could go even one step further and say, okay, they have problems around, I don't know, pick up a phone, cold calling. Is that kind of the stair step down that we're talking about here? Yep, exactly, and building that in with say so, if your issue is prospecting as a SASS company selling to the automotive sector, let's say that is a unique set of problems that you might not find in Sass selling to other BB tech companies. Okay, and so you really want to you want to go down to the point where the problems 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 focus should somebody be ideally putting on, you know, their authority marketing or developing the contents or, you know, kind of a sweet spot you found that enables people but doesn't hamper them? Yeah, first off, whatever you have time for getting out there and making the content to step one. But but two hours a week is the number I generally throw out people that. If you want to go at it alone, that's enough time to record a podcast or that's enough time to write a blog article every week and that's just enough to get going. If you're trying to create monthly content, then maybe you just do two hours a month, daily, two hours a day. And so the two hours for one piece of content is the rule of thumb I give and try to shoot for weekly. If you can put together a twohour presentation on a topic each month, you will have enough content to then be split up for several pieces over that month. So kind of Turkey, Turkey legging who was the was the term we always used. If you come with a big piece contents, white paper or you know, to our presentation. Like I said, breaking that into smaller showings that are more applicable to different channel. 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 the reason I say in particular, presentation is because a presentation is so dense with information that a twohour presentation could be eight blog posts, excellent, and an ebook. Yeah, I was just saying at one of the direction to yeah, and another set of you know, a dozen twelve minute videos or five minute video clips teasing out facts, plus all the social media. And so if you have that you can really break it down as fine as you need to create full content schedule every month. Okay, and this, and you know, 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 cavalry for help because it can get to be a challenge. Do you see your customers struggle or just in general, people in the Authority Marketing Attempting Authority marketing struggle with what they so let my familiarity with sales makes me think that there's not really much new stuff to say about it, and so I'm wondering if somebody comes to you, do you see this kind of hurdle that they have 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 of because their proximity to it makes them value it less. So how do you understand 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 same game 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 into with 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 building out structured interviews to pull the information out of clients. Okay, because they we know they know the answers to the questions we have, but they don't realize that that's good content. They're excellent. So it's the perceptive we always somebody said on a podcast I was talked to the day you can't, you cannot bring in house perspective. You can't in house perspective, and I think that's an extremely valuable asset that you guys are bringing to the table. I have to ask, so how did you get started in not just I mean building your own brand, but what was it about the authority marketing field that kind 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 was working with a client who had a huge backlog of audio content that needed to be turned into new content. I started researching that realize that much of the content creation processes were using now were pretty ineffe Asian, and so started working on those. Then realized when I started selling those that my clients didn't have the real positioning that they needed in the market place, and so I start to specialize myself in that direction until I stopped just doing the content creation and I moved to the full done for you content marketing. Now we're getting ready to relaunch content creation as sort of a pay as you go service, but that's just because clients want to be able to use US without the strategy for some 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 will do. Not to give away the sun, but I'm just kept dyning. Know you guys. Will you guys ghostwrite books for people? I don't like to call it ghostwriting. It's more sort of a dictation service with a bit of help on top in outlining. Gotcha. Okay, excellent. That's good to know. Actually, let me make a note for myself on that one. Sorry, audience, it's not always all about you. I want to make a note for myself. They're excellent. So is there a particular aspect 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 the part that you really find yourself of getting the most excited about? I'm really a strategy guy, so my my favorite part of the job is when we start executing a campaign and then the client can see it work, because a lot of times somebody will come to me and maybe have had a bad experience in the past with content or not, or gone after Seo or something vaguely in the same area and had a bad experience there, and so being able to show that we can create relationships with this that it might not have to be a six month wait is it my favorite part, because I feel like we use pretty unique strategies both for our content creation and for our actual content marketing, and it's it's nice to see that in action, because that's really where where I started with this is building out those processes and the strategies built on top of them perfect. So if there are, if there are three takeaways that you would want our audience to have that helps them expand their understanding of authority marketing, just three things right off the top of your head that you believe would help them in the long run. What you know? What are those three takeaway? Authority is relative, so know who you are and know who your customer is and prove yourself to your customer based on the questions they have. Create content regularly and if your content isn't working, then you need to turn up the brightness and focus down to a laser increased focus to increase them right now. So I like those job that that we're going to use that in the PROMOS. Excellent. All right. So let's change the direction 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 and get in front of you, and so I like to ask all of our guests, 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 to get you to have a conversation and, you know, provide some of your time to them, what do you find to be the most effective way of them doing that so to build the credibility to you know, Pique your interest and get that meeting set up? If they don't know you, don't have an existing relationship, it's completely just out of the blue. So if you're trying to get some insight on how I market, then I am always happy to talk about that. Just shoot me... email. If you can't find my 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, because I don't want to hear your pitch, I want to see what value it provides me with. Excellent, excellent, Michael. This has been great. So for if I would say, I was going to say a listeners interested in talk anymore, but we basically just told them, Hey, you respond to the email if you can find his email address. So I'm not going to make it that simple for our guests and say hey, here's my coaels email address. So don't do that. But other than that, if somebody wanted to reach out and talk more about, you know, authority marketing, or they 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 out and ask questions about the show? Go to call for CONTENTCOM and we've got drift on the site. If you just use that little live chat you'll eventually get 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 on websites? 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 and sales and marketing funnel to center around using a chatpot. Interesting it's going to become a little mini ai librarian on the website. So any topic you'll be able to break down into the various questions we have answered on the topic and if 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 understand how 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's been great having you having the conversation of truly enjoyed it so by it's been a 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 to have on the show and until next time, we have value problem solutions. With you all nothing but the greatest success. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes or your favorite podcast player. Thank you so much for listening. Until next time,.

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