Trevor Young | PR Warrior blog | Where PR meets social media meets content marketing

How Darren Woolley Uses Content Marketing to Build a Global Consulting Business

In this video interview I chat 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.

Deliberate Strategy

Today, while TrinityP3 still maintains a growing database and regularly appears in the trade press, most of Darren's focus is on the creation and distribution of content relevant to the marketing and advertising industry.

It's a "deliberate strategy", he says of TrinityP3's foray into content marketing.

Rather than having to start from scratch in terms of brand awareness when expanding into a new market, TrinityP3 now has a presence in overseas many markets thanks to his online efforts.

In part one Darren chats openly about the "three levels of ROI" he has established for TrinityP3's content marketing efforts.

In part two we dig a bit deeper into the tactical side of Darren's content marketing program, and how he leverages tools such as LinkedIn, Bufferapp, Twitter, Slideshare, YouTube as well as a company blog, which is responsible for the bulk of traffic to the TrinityP3 website.

Enjoy the interview!

 About TrinityP3

TrinityP3 is an independent strategic marketing management consultancy that assists marketers, advertisers and procurement with agency search and selection, agency engagement and alignment, and agency monitoring and benchmarking to ensure maximum performance in efficiency and effectiveness of their advertising and marketing budgets, across Asia-Pacific including Australia, China and SE Asia with offices in Sydney, Melbourne, Hong Kong, Singapore, Auckland and London.

Challenges, Opportunities and the Future of PR

I recently participated in a series of short films produced by the Public Relations Institute of Australia (PRIA) under the banner Broadcast PR.

Below are two of four short videos I featured in. They can be found on the PRIA's blog along with interviews with several other profiled PR practitioners including Ros Weadman and Lelde McCoy.

What are the main challenges and opportunities you balance in your role or that you see in the communications profession today?

 

How do you see the PR industry developing and changing in the future?

 

Links to the original PRIA blog posts:

Part 1 - From journalist to PR professional

Part 2 - Most memorable experiences in the industry

Part 3 - Pushing the boundaries of what PR can achieve

Part 4 - The future of the PR Industry

 

Thanks For Being a Fan

This is a very cool (marketing) act by rock act Blink 182.

It shows yet again that when a brand works with its fans rather than against them, when it respects the people who buy its products rather than treats them as if they are the enemy, then really cool things can happen for both parties!

Here's the band's spiel on YouTube - says it all really:

To launch our first single in eight years, AT&T helped us search YouTube for every instance of fans using our music without our permission. And then we rewarded them for it. This film is made out of clips from all those videos. Thanks for being a fan. 

 Hat-tip Mack Collier. 

This Video Will Blow Your Mind in Under a Minute

This is one of my favourite biz videos.

I originally posted it on my Posterous blog in April - it's has accumulated over 2100 views since with virtually no promotion!

If you want to see first-hand 'the great divide' between someone who gets the new reality of marketing today (Gary Vaynerchuk) and those in traditional broadcast media who are obviously oblivious to the seismic changes that are occurring in the marketplace, then check out this video.

It doesn't take long - you'll be in and out in under a minute!

"This is the calm before the social media storm," declares Vaynerchuk.

Classic!

How to Integrate Twitter on TV {VIDEO}

Stumbled across the 'Twitter and TV' video this morning. It's pretty cool.

It highlights the best integrations of Twitter on TV including hashtags on-air, handles on-air, live-tweeting and curated Tweets.

If you liked this video, you might like to visit Twitter's YouTube channel.

(Hat-tip David Wesson).

Social Media Revolution Video 2011

Here is the second reworking (third instalment all up) of the highly popular Socialnomics 'Social Media Revolution' video by author Erik Qualman.

Plenty of in-your-face stats reflecting the revolution that is social media.

Here are the previous videos - original and refreshed version.

Enjoy!

Examples of Social Media ROI

Here's a companion piece to the 'Social Media Revolution' video that did the rounds some months back. Both are produced by Erik Qualman, author of 'Socialnomics: How Social Media Transforms the Way we Live and Do Business'.

Whereas the first video focused heavily on mind-boggling social media statistics, this one pushes the 'return of investment' argument.

Once again, lots of stats but worth a look.

According to Qualman:

Co-Chairman Alex Bogusky of Crispin Porter & Bogusky puts it best when he states:

“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.” – Alex Bogusky, Co-Chairman of Crispin Porter + Bogusky

SOURCE: Socialnomics.net