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


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.



Ep 014 - The Power of the Spoken Word with BureauXP’s Steve Speziale


A new smartphone app-based service has just come on to the Australian market that will be of great interest to PR people generally, corporate communications practitioners specifically, as well as anyone involved in the content creation space.

Called BureauXP, it's the brainchild of two of Australia's most experienced radio people - Steve Speziale and Andy Grace.

In essence, BureauXP enables you to record high quality digital audio (and video) on your iPhone - and then send the file on-the-spot either to BureauXP's customised media lists, or any other database you've had set up e.g. employees, influencers other than the media such as analysts, etc.

In this interview with the PR Warrior Trevor Young, Steve explains what BureauXP does and why it is relevant to the PR and communications industry, including discussing several scenarios where it might work most effectively. 

Trevor Young (left) interviews Steve Speziale, co-founder of Bureau XP.


Ep 013 - The New Rules of Marketing & PR with Best-Selling Author, David Meerman Scott


Author and professional speaker, David Meerman Scott, first published his seminal book 'The New Rules of Marketing & PR' back in 2007.

What hasn't changed in the past six or so years, David says, are the basic strategies of marketing in an ever-evolving hyper-connected world. What has changed are the tools that we use to publish our content on the web and engage with our audience.

In the years prior to launch when David was writing the book, Twitter wasn't up and running, Facebook was only for college students, while MySpace had four times the number of users as Facebook did back then, and "we had this weird thing called Second Life", David says in the interview.

Fast forward to the latest edition (the fourth) of the book and it has coverage of Twitter and Facebook naturally, but also the likes of Google+, Instagram and Pinterest.

Best-selling author, David Meerman Scott


Ep 012 - How to Use Blogging and Social Media to Grow Your Brand w/ Carolyn Hyams, Firebrand Talent


In this episode I catch up with Carolyn Hyams from recruitment agency Firebrand Talent, a company that is doing brilliantly in terms of its strategic and judicious use of blogging and social media to grow its business and build its reputation in the marketplace. 

Firebrand specialises in permanent recruitment across digital, marketing and creative. When it launched in October 2010, Firebrand was unknown and had no marketing budget to speak of. 

Two and a half years later the company has made an impact in the digital/marketing/creative recruitment space - so much so that late last year the company won "Best Boutique Agency" and "Best Brand" at the Recruitment Excellence Awards. 

Learn from the best! Firebrand Talent is a 'Connected Brand', a company that knows how to 'join the dots' of social media and content marketing, and it's paying off for them in a big way!

PICTURED: Carolyn Hyams

Ep 010 - The State of Content Marketing in Australia with Jodie Sangster, ADMA


In this episode of THE CONNECTED BRAND podcast, I chat with Jodie Sangster, the CEO of Sydney-based Association of Data-Driven Marketing and Advertising (ADMA)

In the run-up to the recent Content Marketing World Australia event, ADMA - in partnership with event organiser the Content Marketing Institute - released a research report entitled: 'Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends'.(I wrote about the report here:  Content Marketing in Australia Set to Boom).  

Post Content Marketing World, ADMA joined forces with the Edge content agency to convene a roundtable to 'pressure test' the survey results and enhance the research findings. 

A whitepaper ('The State of Content Marketing') was produced with a view to sharing the key outcomes from the roundtable discussion.In this interview, I chat with Jodie about the findings of the original research as well as the outcomes of the subsequent roundtable session with senior Australian content marketers.

PICTURED: Jodie Sangster, CEO of ADMA


Ep 007 - Getting your content discovered online with Ayal Steiner, Outbrain


In this interview I chat with Ayal Steiner, the head of New York-based Outbrain's newly-formed Australian operation. Outbrain aims to help bloggers and brands to grow their audiences by distributing their content on other online publishers' sites. For example in Australia, these sites include news.com.au and Fairfax sites, including The Age and Sydney Morning Herald.Outbrain describes itself as a 'content discovery platform'; it uses algorithms to recommend  to readers interesting articles, blog posts, photos or videos.According to Outbrain, the company's platform is installed on over 90,000 blogs and websites worldwide and serves 50 billion content recommendations per month.Hope you enjoy the interview (apologies, at times I sound like I'm in an underground pipe - I can assure you I wasn't).0515b44d20aa10624ad6ac2b2db42336.jpegPICTURED: Ayal Steiner, OutbrainMORE: Video interview on PR Warrior Blog


Ep 005 - Building a Passionate Community Around Your Brand with PJ Hamel, King Arthur Flour


US brand King Arthur Flour is really nailing both social media and its online kindred spirit ‘content marketing’.In this interview, I chat with PJ Hamel, who is part of the company's web team and involved in a lot of its content creation and online community activity.  PJ has been with the Vermont-based company for 22 years. She sheds light on the approach King Arthur Flour takes when it comes to social media and content marketing, and provides advice to companies wanting to go down a similar path.TY-PJH-KAF.jpg Keep reading →


Ep 004 - Content Marketing with Valerie Khoo, Sydney Writers’ Centre


In this interview I chat with entrepreneur Valerie Khoo, founder of the Sydney Writer's Centre and an accomplished journalist/blogger/author in her own right.

It was a real privilege to finally catch up for a chat with Valerie. In my opinion she is one of the true leaders in the content marketing space in Australia, and has been for some time.

I often use the Sydney Writers' Centre as a case study in presentations on public relations, social media and content marketing.

vk_avatar2012.jpg (left) Valerie Khoo, Sydney Writers' Centre

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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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