The Art of Breaking Out with Craig McBreen







June 2018
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My guest, Ryan Hanley, is the head of marketing for He is also a keynote speaker, author, and founder of Agency Nation, an advanced content marketing agency helping insurance agents grow their audience.

But here is what else Ryan Hanley does: He helps brands and businesses find their audience, tell their story and win the battle for attention online.

We open the podcast by talking about young outliers in the online world (Lewis Howes, John Lee Dumas, Derek Halpern) and quickly transition to Ryan's own platform and methodologies.

We start by discussing his roots, the insurance business, and how he started in the online world. Ryan earned his chops in the online marketing world by doing great things for a small insurance agency in upstate New York. At that time he learned as much as he could about marketing, started to love it, and this is where his "Content Warfare" brand was hatched.

This small agency's site was outdated and stale, so he looked for a way to bring it to life. In fact, you might say asking questions was the secret to his success. He asked insurance clients questions, trying to gather the most common questions people ask about insurance. He collected 147, cut it down to 100, and on January 2, 2012, he held up his cell phone camera and started answering questions and recording to video—for 100 days in a row.

This successful experiment in content marketing brought business to the firm and still does. The firm quickly shot up in local search rankings (even outranking Geico in the local market).

Lesson: Ryan simply crushed it in search by creating and delivering value. Since this little marketing "experiment" the agency has made more than $100K in revenue to date, just from the series.

So Ryan certainly has online marketing chops. But we also talk about the mistakes many solopreneurs make, from spending waaaaay to much time on social media, to moving forward without intent. We really get into a detailed discussion on branding and story. Including details on how someone could begin telling their own story, and how that applies to ongoing branding done right. So, this podcast is infused with advice on how to develop clear branding, find your ideal customer, tell your ongoing story, and win the battle for attention online. You're going to love the show.

What You'll Learn:

  • What trips up most solopreneurs trying to gain traction online.
  • Core principles of SEO (and local SEO).
  • Why the best way to use social media is as a networking platform.
  • And why, unless you are selling engagement on social media, you should not be spending so much time on social media.
  • The trick of making your work and life coexist in harmony.
  • The importance of a highly targeted focus when it comes to finding your ideal customer.
  • The right way to approach podcasting.

Questions I Ask:

  • How should a beginning solopreneur approach social media? What are effective social strategies?
  • What the heck happened to Google Plus? Is it officially dead?
  • How does a solo pro begin to flesh out their own story using your 3 C's approach?
  • How does a solopreneur find his/her best medium?
  • What are you reading today?
  • What will the content marketing world look like in five to 10 years?
  • Can you create an ideal life and business?

Links mentioned in the show:

Direct download: Episode_27How_to_Win_Your_Battle_for_Attention_Online_with_Ryan_Hanley.mp3
Category:general -- posted at: 8:53am PDT