On this episode of the Duct Tape Marketing Podcast, I chat with Ian Cantle and Dan Gershenson, who are both marketing experts and members of the Duct Tape Marketing Consultant Network.
Ian Cantle runs Outsourced Marketing and Dan Gershenson runs High Caliber Branding. They met through the Duct Tape Marketing Consultant network and have now come together with three other marketing consultants to co-author a book: Content Marketing for Local Search.
They stop by the podcast to discuss the ins and outs of a smart, modern content marketing strategy; one that strikes a balance between your prospects and customers’ needs throughout their customer journey, while also providing Google and search engines with the SEO elements they demand.
Questions I ask Dan Gershenson and Ian Cantle:
- What’s it like writing a book with three other co-authors?
- How do you balance the educational, trust-building elements of content creation with the sales-minded aspects of content?
- How does a business owner decide what to write about?
What you’ll learn if you give a listen:
- How to strike a balance between optimizing content for Google search and writing content that your prospects actually want to read.
- How to decide the type of content you want to create, and finding the right mix of short- and long-form content.
- What role reviews play within a business’s broader content plan.
Key takeaways from the episode and more about Dan Gershenson and Ian Cantle:
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The Self-Reliant Entrepreneur
by John Jantsch
“A book that deserves a spot in every entrepreneur’s morning routine.”
—Ryan Holiday, #1 Bestselling Author of The Daily Stoic and The Obstacle is the Way