A behind-the-scenes look at TrinityP3’s social media and content marketing machine with CEO and founder, Darren Woolley


Australian-based marketing management consulting firm TrinityP3 has built a global footprint off the back of a consistent social media and content marketing effort, with a hefty dash of 'earned media' thrown in for good measure.

In this episode of the PR Warrior Podcast, TrinityP3 founder Darren Woolley takes us behind the scenes of how he approaches the content publishing process, which mediums he uses and how social media fits into the marketing equation.

It's a great case study of persistence. Darren had been blogging since the mid-2000s but five years ago became a lot more strategic in his content marketing and his efforts have paid off big time. In 2007, the TrinityP3 website was attracting just over 3000 unique visitors per year in what is a very niche B2B field; in 2016, this figure hit 200,000 - a jump of some 7000 per cent in traffic! 

Meanwhile, the business continues to power along. Today, TrinityP3 has over 30 consultants around the world and offices in Australia, Singapore, Hong Kong, London; at time of recording, Darren was in the final stages of negotiating a joint venture in the US.

This episode will be of particular interest to leaders of professional services firms who want to better understand how blogging and social media can help drive global exposure and growth for their business over time.


Darren Woolley, Founder and CEO, TrinityP3


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


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 002 - Corporate Blogging with Shawn Callahan, Anecdote


In this interview I chat with Shawn Callahan from Melbourne-based 'corporate storytelling' consultancy Anecdote; in particular we delve into how Anecdote uses a well-nurtured corporate blog to build awareness of the firm's expertise, to educate the market and develop relationships with prospective clients.

Shawn started the blog in 2004 making it (you would think) one of the first corporate blogs in Australia.

Today, some eight years later, the Anecdote blog is still acts as the 'engine room' of the company's overall marketing effort and provides the business not only with excellent Google 'juice' but also helps its partners to develop relationships with professional executives (read: potential customers) all around the world.

team_shawn1.jpg(left) Shawn Callahan, Anecdote

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Ep 001 - B2B Content Marketing with Darren Woolley, TrinityP3


In this podcast interview Trevor Young chats with Darren Woolley, the founder and managing director of independent strategic marketing management consultancy, TrinityP3.

Darren talks about his content marketing strategy and how he uses blogging, online video, LinkedIn, Facebook and Twitter to build credibility and drive awareness of his brand on a global scale. In the early days of TrinityP3, Darren's focus was mainly on trade media relations and B2B database marketing; he also used to actively pursue speaking opportunities as a means of generating interest in his concepts and ideas.

bio-darren-woolley.jpg (left) Darren Woolley, TrinityP3

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