018 – Authority Marketing: Michael Greenberg’s secret sauce for positioning brands

Authority Marketing is Michael Greenberg’s secret sauce for positioning people and brands. It is the act of positioning someone as an expert in order to bring in more business. As founder and chief strategist at Call for Content, Michael shares his uniquely powerful method of building authority through content and leveraging that for B2B marketing. He also provides a free link to download his Authority Marketing Playbook. Michael’s word of wisdom: “Start creating content; just do it.”

Michael Greenberg, founder and chief strategist of Call for Content
Michael Greenberg, founder and chief strategist of Call for Content

Key points about Authority Marketing:

  • Authority marketing is B2B marketing, but with core expertise that enables a client to be differentiated in ways traditional B2B content marketing doesn’t allow.
  • Authority marketing is the act of positioning someone as an authority or expert in order to bring in more business.
  • Michael’s Authority Marketing Playbook includes 18 ways to establish yourself as an authority or expert.
  • Knowledge is the best way to distinguish yourself in a field, particularly as we move toward a knowledge economy in which lower-level tasks are increasingly automated.
  • Clarity of purpose is the most important thing in marketing and brand positioning.
  • There are four marketing situations for products or services: 4 Marketing Situations
  • Michael seeks to drive measurable results over anything else. Some clients just want to be famous, but if it’s not in the pursuit of a business objective, it shouldn’t be part of the marketing plan.
  • Setting expectations with clients is key, especially at the beginning of a working relationship.
  • Deep work requires setting aside blocks of uninterrupted time.
  • Client referrals are invaluable; set the stage for more client referrals by:
    • Always saying, “Thank you” for every referral.
    • Sending the client a check every time a referral becomes a client.
    • Look for potential clients with large, established networks.
    • Invite potential clients to be a guest on the podcast.

Three phases of working with a client:

  • Michael breaks all projects into three phases:  Research, Plan, and Do.
    • Research focuses on the client and the client’s clients.
      • This includes interviews with a client’s best or ideal client.
      • Develop customer personas based on these interviews; these personas help identify the best content and channels to engage specific types of people.
    • Planning includes development of a content marketing strategy, based on research.
      • No plan survives contact.
      • Plans are kept light; they include personas, content channels, ideas for content.
    • Michael uses interviews to develop content for blog posts, podcasts, and other content.
  • It really helps when clients already have a style guide, particularly when producing videos and other products.

Questions from the Authority Marketing Playbook that are useful to better understand clients include:

  • Where do you hang out online?
  • Who do you ask for advice?
  • What are the big problems right now in your organization?
  • Tell me about an article you read recently that you enjoyed. Where did you find that article?
  • What media do you consume regularly?
  • Are you on social media?  What channels?

The power of podcasts:

  • Podcasts help build relationships and blog posts establish authority as an expert.
  • Including potential clients in interviews for podcasts and blog posts helps establish both relationships and authority; this powers business development.
  • Podcasts, especially business podcasts, allows engagement with potential clients in a media context, not in a sales context.

“Podcasts are, hands-down, the best way to open a door to a new relationship in B2B right now.”

Michael’s other podcasts:

On specializing and narrowing your focus

“A spotlight beats a floodlight, but a laser will show up over both.”

  • Michael focuses on building a narrow audience of 1,000-10,000.

Repurpose your content:

  • Start with creating audio content and then turn it into videos, blog posts, and books.
  • Michael contends that people prefer animated videos, so he converts audio interviews into short, animated videos using GoAnimate’s Vyond cloud-based animation tools.
  • Inexpensive transcription allows Michael to build a library of content with each client.

Resources from this episode:

Books and videos:

Seth Godin on the power of finding the smallest possible relevant audience:  “In search of the minimum viable audience.”

Zero to One by Peter Thiel also advocates starting with the narrowest possible audience.

Traction by Gabriel Weinberg (founder of DuckDuckGo) and Justin Mares, which outlines the bullseye framework for startup marketing.

Roberto Blake’s YouTube channel for “motivating and educating creatives.”

Gary Vaynerchuk.

Recording remote interviews:

Zencaster and Zoom to record podcasts. Zencaster has a free version. Zoom records separate tracks on each computer, which provides good audio quality and makes editing easier.

RINGR (pronounced “ringer”) to record podcasts on the go; offers a mobile version.

Recording in-person interviews:

Zoom handheld digital recorder.

Sennheiser e835 microphones.

Blue Icicle, which is a USB converter and mic preamp that connects an XLR microphone directly to a computer via USB.

Audio-Technica ATR 2100, which is a cardioid dynamic microphone with both USB and XLR connections. 

Gator microphone boom; Gator also makes technical gear bags and cases for audio equipment.

Outsourcing:

  • Freeeup for finding freelancers and contractors for stand-alone jobs.
  • For podcast post-production or other audio editing, see the note above for Tom Hardy at Podcast Pro Audio.

 


Call for Content logoContact Michael:

Email:  Michael@CallforContent.com

Web:  Call for Content

Twitter:  @gentoftech

LinkedIn:  https://www.linkedin.com/in/gentoftech/


Michael’s special offer:

Michael produced the Authority Marketing Playbook to get you started.  It was $50, but is now free!  Download yours today.


Organizations mentioned in this episode:

Call for Content: Establish your authority with done-for-you Content Marketing

Public Relations Society of America (PRSA)

PRSA Buffalo Niagara Chapter:  Thank you for your encouragement, @PRSABuffNiag!


 

Take action:

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Warning: Dad Joke ahead!

Where did Napoleon keep his armies? In his sleevies!