CASE STUDY: featuring Josh Rowe, CEO

October 31, 2015

Josh Rowe is CEO of, a free website and app that helps homebuyers and investors find their next property. is still a relatively new business but what Josh and his team have been able to do in a very short space of time is leverage the power of social media, content marketing and strategic media relations to build visibility in the marketplace, to connect with consumers and position themselves as a prominent voice in real estate circles. 

In this episode of the PR Warrior Podcast, Josh takes us behind the scenes of how approaches its content marketing, how it uses social media and the importance of having a company CEO -in this case, Josh – out, loud and proud on social media.

N.B. This is the first episode of the ‘re-energised’ Connected Brand podcast. Prior episodes were more ad hoc and interview-based.



EP 23 Talking content marketing and brand journalism with Rakhal Ebeli,

February 15, 2015

Rakhal Ebeli is the founder and CEO of, an online service that helps publishers, agencies and brands connect with audiences through quality storytelling, crafted by experienced journalists from around the world.

In this interview with the PR Warrior Trevor Young, Rakhal chats about brand journalism and the role it plays in the broader realm of content marketing.

He discusses the trend of brands creating long-form content, and how Newsmodo has positioned itself as a go-to resource for freelance journalists and news photographers/videographers available to create content for companies and organisations as well as traditional newsrooms operating with slimmed-down news gathering personnel.

DISCLOSURE: At time of recording, Trevor was an advisor to

EP 22 - Joe Pulizzi discusses the state of content marketing in Australia

November 21, 2014
Sixty-three per cent of Australian marketers plan to increase their content marketing budget during the next 12 months, according to the 3rd annual Content Marketing in Australia: 2015 Benchmarks, Budgets, and Trends report by the Content Marketing Institute (CMI).

However, marketers are still ‘learning the ropes’ when it comes to content marketing, with just under a third of respondents claiming their content efforts are effective.

In this interview with Joe Pulizzi (pictured), founder of Content Marketing Institute, he extrapolates on the findings of the report, and what they mean for the Australian content marketing industry.


EP 21 - The power of blogging for business with Mark Masters, The ID Group UK

June 20, 2014

Mark Masters is the founder of UK-based  The ID Group, a marketing and design agency that positions companies as the authority within the sectors and communities they serve. Mark is a prolific blogger and an emerging voice in the world of content marketing.

His ‘Talking Content’ series of interviews with content marketing leaders from around the world represents a goldmine of useful information on the topic.

In this interview for The Connected Brand podcast, Mark chats about the power of telling stories and building an audience for your brand; he explains candidly the journey of The ID Group and how blogging played a key role in the company’s resurgence after it dipped during the Global Financial Crisis.



EP 20 - Creating Web Marketing That Works, with Adam Franklin, Bluewire Media

May 14, 2014

Adam Franklin (pictured below, right) is the co-founder of Bluewire Media and author, along with business partner Toby Jenkins, of the new book by Wiley Publishing - WEB MARKETING THAT WORKS.

In this video interview, Adam explains: 

  • the power of giving away your IP (and how he and Toby give away 90-95% of what they know in terms of web marketing);
  • the importance of developing buyer personas and writing a blog to showcase your knowledge and ideas;
  • why a valuable piece of signature content can be an effective in building a email subscriber list for your business (for example, Bluewire uses a web strategy planning template that has been downloaded over 10,000 times)

Adam also chats about why you should consider writing for other people's blogs perhaps more so than on your own blog; he also provides a simple explanation of how he sees SEO and the role it plays in web marketing today.



EP 19 - Using Twitter to build relationships that benefit business, with Steve Vallas, The Honey Bar

April 24, 2014

Steve Vallas is the social media-savvy owner of the popular Honey Bar & Restaurant in the inner Melbourne suburb of South Melbourne.

In this episode of THE CONNECTED BRAND Steve chats about using Twitter to build relationships with people as well as a sense of community around the Honey Bar brand. And while that works for him personally, it’s also a highly effective strategy in growing the Honey business.

He says how participating on the social web has underpinned the business “in a way that I wouldn’t have expected when we opened the front doors”.

“It’s allowed me to build a really strong base…allowed me to build a community around the business, that’s constantly talking about the business … constantly bringing in business,” Steve says.

ScreenShot2014-04-24at51902pm.png  Steve Vallas, The Honey Bar


EP 018 - Creating Content With Passion with Brian Goulet, The Goulet Pen Company

January 31, 2014

Virginia based pen, paper and ink business - The Goulet Pen Company - is using social media and content marketing to tremendous effect.

In this episode of 'The Connected Brand' podcast, company founder Brian Goulet takes us through his approach to content marketing; how he got started with social media and why it is so critically important to the success of his business.



Ep 017 - Trevor Young and Adam Vincenzini Riff on the State of Social Media and Content Marketing in Australia

January 11, 2014

Every now and then I enjoy getting together with Melbourne-based blogger Adam Vincenzini, the founder of agency Kamber, to chat all things social media and content marketing. 

Adam is one of the brightest minds in this space. Prior to launching Kamber he held senior agency and in-house PR roles in both the UK and Australia, including  Mango Australia and Paratus Communications.

In this episode of The Connected Brand podcast, Adam and I take a sweep across the new media landscape, riffing on all manner of topics associated with PR and communications, with a skew towards social media and content marketing. What happened in 2013 and where are things going in 2014 and beyond?


Ep 016 - Growing Your Business Using Content Marketing with Cam McLellan, Open Wealth Creation

October 12, 2013

Cam McLellan (pictured below) is a Melbourne-based entrepreneur who has embraced social media and content marketing – and it’s paying huge dividends for his business, Open Wealth Creation (OWC).

In this interview Cam chats about why the decision to give away all of his knowledge (and that of his team) – making it freely available on the web – has been a key determinant in the success of OWC’s content marketing efforts to date.

He also outlines how the company’s blog is “driving a huge amount of traffic” to the corporate website and discusses why he loves Twitter and how important it is from a relationship-building perspective.

 <<< Cam McLellan, Founder and CEO, Open Wealth Creation


Ep 015 - Content Marketing in Australia with the PR Warrior, Trevor Young

September 29, 2013

For years now Trevor Young (aka The PR Warrior) has kept tabs on what's been happening overseas in terms of social media and content marketing, collecting examples and case studies of individuals and companies that are leading the way in the space.

Now it's Australia's turn!

Content marketing in Australia has been picking up pace for a couple of years now. Google tells us the search trend for the term 'content marketing' is on the up, while according to one research report, spending on content marketing in Australia is set to increase by 61 per cent, with 12 per cent of respondents saying they will be 'significantly increasing' their budget this year.

Obviously this augurs well for the nascent content marketing 'industry' in Australia.

In this episode Trevor discusses 11 excellent examples of content marketing from Australian brands - they include major blue-chip brands such as Telstra and Commonwealth Bank, fast-growing medium-sized enterprises such as Lorna Jane and Intrepid Travel, plus smaller companies including Open Wealth Creation and TrinityP3.