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


Understanding the power of owned, earned and social media with Carolyn Hyams, Firebrand Talent


This is the story of a startup Australian recruitment company - Firebrand Talent - and how it built its brand and its business using a combination of social media communications, content marketing and influencer relations, or if you prefer: Owned, earned and social media.

In this interview with Trevor Young from PR Warrior, the Australian Digital Marketing Director for Firebrand Talent, Carolyn Hyams, takes us ‘behind the velvet rope’ of the company's marketing strategy and breaks down in detail how the business approaches content marketing, social media and influencer relations to build brand visibility, influence and trust in the marketplace.

This episode will appeal to anyone in business keen to know more about how publishing content and using social media to build a ‘village of support’ for your brand can pay business dividends over the long term.

Show notes from this interview can he found here.


How RealAs.com used owned, earned and social media to build its brand from the ground up


Josh Rowe is CEO of RealAs.com, a free website and app that helps homebuyers and investors find their next property.

RealAs.com 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 RealAs.com 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.



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


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


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

In this interview with Trevor Young, 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.



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


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


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


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


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 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


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