Fast track your content marketing smarts and start becoming your own media channel today!


Content marketing is the current buzz phrase, but don’t let that put you off!

Conceptually speaking, content marketing has been with us since the late 1800s when John Deere Tractors custom-published a magazine with the goal of helping farmers become better farmers and business people.

But two fundamental shifts in recent times have combined to ensure content marketing’s time has finally come (and along with it an incredible opportunity for businesses of all sizes and types):

  1. People’s behaviours have changed. We’re now more than happy to get our news and information from a variety of sources in addition to traditional media, including bloggers and podcasters, our friends and connections on social networks, as well as from brands themselves (but only if we trust them as a source of information!).
  2. The barriers to entry have plummeted. Publishing your own content and distributing it to a broad audience has always been time-consuming and hugely cost prohibitive unless you’re a big company with deep pockets. Today, however, anyone can create content and publish to a global audience, in real time and often for little if any money. Without putting too fine a point on it, THIS HAS CHANGED THE BALL GAME allowing businesses of any size – the one-person show to those with 50 and under employees – to compete with ‘the big boys’!

Get the information and inspiration in one 4+ hour burst at the PR Warrior’s Content Marketing Bootcamp

In this half-day intensive bootcamp session I will help you understand the basics of content marketing – what it is and what’s involved from the perspective of a small to medium-sized business – as well as walk you through the steps required to kick-start your content marketing efforts and in doing so become your own media channel!

Order your tickets now

 TY content marketing

WHAT: Half-day workshop for small and medium-sized growth businesses plus entrepreneurial startups

WHEN: Tuesday, July 29, 2014

WHERE: Melbourne Conference & Training Centre (CBD)

TIME: 8.00 am – 12:30 pm

PRESENTER: Trevor Young aka ‘The PR Warrior’

COST: $345 per person (or $275 per person for two or more people) —> special early bird tickets $285

BOOKINGS: click here for our Eventbrite page (LIMITED SPOTS)

FREE BONUSES: Copy of Trevor’s book microDOMINATION; workbook including practical examples and case studies; plus personal 30-minute follow-up Skype session with Trevor (TOTAL BONUS VALUE: $170)

MORE INFO: See below





8.00 am – Registration + caffeine hit 

8:15 am – Making sense of content marketing: What is it, and why has it all of a sudden become hugely popular? And where does social media fit into the equation?

  • Discover the four types of content you need to be aware of.
  • Gain a practical understanding why the use of online publishing platforms to create and distribute content will benefit both your brand and your business.
  • Understand the importance of content curation and the strategic use of social media to promote your content.
  • Take an integrated approach: Paid, Earned, Shared and Owned Media (PESO)

9 am – What does content marketing success look like?

  • Up-to-the-minute case studies of dynamic small businesses that are using content marketing to build reputation and revenues.
  • Be inspired by pioneering individuals and small businesses who are nailing it in the social and content space.

9:45 am – COFFEE BREAK

10:00 am – PLANNING

  • What are your objectives? Develop a ‘mission statement’ for your content marketing program. 
  • Who are you creating content for? Understand the power of developing ‘reader profiles’ (also known as buyer personas, or audience avatars); what are their frequently asked questions, issues, problems or pressing needs relevant to your business and what you offer?
  • Includes action steps

10:45 am – CREATION

  • What are you creating content about? Develop your ‘Spheres of Conversation’ (what conversations do you want to lead or be part of? What debates do you want to ignite? What do you want to be known for?)
  • Think like a journalist: how to uncover stories in your business and tell them with passion and purpose.
  • Includes action steps


  • Which platforms should you use? Determine which of the myriad communication channels are right for your needs. We will look at blogs, podcasts, video, ebooks, infographics, SlideShare, SoundCloud, Scribd, (as well we will touch on social media – Twitter, Instagram, LinkedIn, Facebook etc).
  • Explore content distribution strategies including syndication and guest blogging.

12 noon – MOMENTUM

  • Pulling it all together: Tips, hints, hacks with just a smidgen of SEO! Mapping out your editorial calendar.
  • Humanise your brand through the judicious use of social media.
  • Includes Q&A from the floor


Order your tickets now



IMG_0295Trevor Young is a former journalist with 20+ years’ experience in public relations and marketing communications; he has co-founded three marketing services business, selling two and merging a third with the world’s biggest PR firm.

Since 2007 Trevor has been immersed in social media and content marketing. The blog he started that year – ‘PR Warrior’ – continues to this day and has been listed several times by Smart Company as one of Australia’s top business blogs; it has also twice been a finalist in the Australian Writers’ Centre’s Best Blogs in Australia competition; former BRW writer Kath Walters listed Trevor as running one of the ’10 best content marketing sites’ in the world, while the respected Search Engine Journal blog named PR Warrior as one of Australia’s top marketing blogs in Australia.

Today, Trevor runs Expermedia, a training and publishing business focusing on social media and content marketing. He is also a professional speaker and presents regularly on social media and content marketing topics at conferences and business seminars around the country and overseas; he also runs workshops for large companies and government authorities as well as smaller entrepreneurial businesses.

As a consultant and mentor, Trevor works with fast growing enterprises to help them develop and execute on their social media and content marketing programs.

Aside from PR Warrior, Trevor also writes Expermedia’s ‘The Connected Brand’ blog as well as contributes to ‘The Pulse’, MYOB’s popular small business blog, and Firebrand Talent’s ‘Ideas Ignition’ online publication. His new podcast ‘Reputation Revolution’ focuses on DIY thought leadership and personal branding for business professionals and creative entrepreneurs; within several weeks iTunes had listed the podcast in its ‘New and Noteworthy’ section for the business category.

Trevor’s book – microDOMINATION: How to leverage social media and content marketing to build a mini-business empire around your personal brand – was published by Wiley in 2013. prwarrior01

Trevor was a founding member of Social Media Club Melbourne, and has taught PR subjects at Swinburne and Box Hill TAFE.


trevor{dot}young {at} prwarrior{dot}com




Level One, 477 Collins Street, Melbourne


Building a ‘sideline’ thought leadership positioning with The Physio Co’s Tristan White



Tristan White is well known in physiotherapy circles as an entrepreneur who has cornered a growing niche. His business – The Physio Co. – specialises in working with the elderly in aged care facilities. Or in the company’s own words: “The Physio Co helps oldies stay mobile, safe and happy”.

However, Tristan has a growing sideline business as a result of a thought leadership positioning he’s built over recent years: Workplace culture.

Flow-on effect

For the past five years The Physio Co has been listed by Business Review Weekly as being one of Australia’s “Best Places to Work”. The flow-on effect of this exposure – plus Tristan’s relentless blogging habit – particularly in the early years – has led to him building a reputation as an expert in workplace culture.

Tristan finds that the more personal he gets on his blog in terms of documenting his journey, the more popular the posts are.

He is also active on social media and tells the story about how he landed a major physiotherapy contract as a result of the client seeing his posts on LinkedIn (plus they checked out his corporate and personal websites and blog); they said “we know who you’re about and what you do … we’re ready to start working with you”. Not bad ROI right there!

“I can’t emphasise enough the authenticity part of what I do which has had the best results for me”, he says.

hwlj8r2yje5zzrt9iemlToday, in addition to running The Physio Co, Tristan is a speaker, mentor and coach specialising in staff motivation and building a positive workplace culture.

Apart from writing his blog, Tristan’s posts are syndicated to Smart Company, plus he gets inquiries every week or two to comment in the media or provide a guest post.

The Physio Co is growing some 40 per cent a year and in 2014 will deliver about 200,000 consultations to elderly folk in aged care facilities.

Meanwhile, Tristan continues his education  - for the past three years he’s spent a week in Boston attending MIT’s Entrepreneurial Masters Program.


FURTHER READING:  How Tristan White built a healthcare success story – and lost customers by growing too fast

Three things thought leaders and business professionals can learn from successful bloggers


The emergence of new media technologies that allow anyone with passion and purpose (and a functioning internet connection) to become their own media channel has seen a changing of the guard in many industries, with individuals seemingly coming out of nowhere to stamp their authority and knowledge leadership.

For years, leaders within particular industries – the highly visible experts – boosted their reputation largely as a result of editorial coverage received via traditional media outlets.

Whether they were quoted in newspapers or contributed articles to trade journals, whether they scored interviews on radio or in some instances, television, regular coverage in such outlets contributed significantly to professional people growing their reputations as authorities in their field.

Today, while those tactics and outlets continue to be useful, if not still highly effective, they’re not necessarily the be-all-or-end-all.

To have an article published in a magazine – to score an interview or profile piece in a newspaper – means you have managed to get past the outlet’s editorial ‘gatekeeper’.

That was the case 20 years ago and 10 years ago and is still the case today. As a rule, it’s pretty damned hard, particularly in the early days when you’re trying to build your profile. Just ask any PR practitioner who has needed to plan and execute ongoing media coverage for their employer (company) or client/s.

However, the pervasiveness of – and easy access to – real-time global personal publishing platforms such as WordPress (blogging), YouTube (video),SoundCloud, and iTunes (audio) means that any individual can now develop their own media channel through which to build not only their audience, but also their profile and reputation.


High profile experts

Late last year some 400 bloggers from around the country descended on the Gold Coast to attend Darren Rowse’s annual Problogger Training Event 2013.

Rowse – via his two blogs Problogger and Digital Photography School – attracts a global monthly audience of around five million people. As a result of his efforts, he has built a reputation as one of the world’s leading bloggers and an authority on how to turn a blog into a six-figure-plus business.

But Rowse was not the only blogger at the Gold Coast event who has successfully leveraged the power of blogging to build their brand into one of industry or category leadership. The event featured numerous speakers and participants, many of whom have managed to rise from relative obscurity to become notable high profile experts in their field, thanks in the main to their blogging efforts.

This increased visibility, along with the growing personal and professional cache that goes along with it, has in many instances led to business and career opportunities plus the chance to score public speaking gigs and, perhaps ironically, traditional media exposure.

So what do the top bloggers do that passionate professionals, entrepreneurs and aspiring thought leaders can learn from?

1. They blog… often!

Duh, this is obvious, but focus on the last word: often. Successful bloggers bring their ‘A’ game day in, day out; even if they’ve got a day gig or are running a business, the best bloggers write. And write. And write. Please note, some choose to podcast and/or produce video but for the purposes of this article, I’m putting bloggers, vloggers (video bloggers) and podcasters in the same category.

This giving of themselves – the creation and free distribution of content that’s helpful, useful, interesting, perhaps even thought-provoking… without the expectation of anything in return – is what sets the successful blogger-turned-industry authority apart from the wannabe leaders.

Best-selling author Brian Solis calls it “relentless giving”. It’s about showing up and delivering value day after day after day after day, even if that means sitting up until 1 or 2 am writing a blog post or editing a video so it can be published the next day. This takes effort… a lot of effort.

2. They connect.

The best bloggers I’m aware of don’t just create content, but they’re passionate about getting out on the social web (and in person at physical events) and meeting and connecting with people.

It’s this building and deepening of relationships that ensures the blogger’s network is far more rounded and multi-dimensional than your average person’s can ever hope to be.

Sure, the common factor might be the blogger’s website and body of work they produce over time, but ultimately it’s the fact they’ve attracted and galvanised a following – and wherever possible increased the intensity of connection they have with those people. Don’t forget, if people have a connection with you, they’re more likely to share your content and give you props online to their friends and followers.

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3. They build a sense of community.

It’s one thing to create content and converse with people via online channels – it’s another thing to develop and build a community of genuine fans, followers, supporters and advocates of you and your brand, your purpose and what you stand for.

The first thing the smart blogger comes to grips with is that it’s not about them – it’s about their audience. In this way, they’re more like theatre producers than writers.

They’re always looking at ways of involving their audience somehow – giving them an experience, helping them to become smarter and more knowledgeable, shining the spotlight on individuals other than themselves, and encouraging others to participate in discussion around interesting topics.

Swapping stories

Every day we are seeing smart and passionate individuals move towards the front of the industry ‘herd’; this doesn’t just happen – they’re out there on the social web creating content, swapping stories and sharing tips, advice and information; they are using the likes of Twitter to connect with people whom in all likelihood they would never get to meet in real life; they are building their networks on Facebook and LinkedIn, and distributing content via alternative online channels such as SlideShare.

But at the heart of everything they do is a blog. It forms the basis of their communications platform – it’s the thing that launches their ideas and opinions into the world, and creates the foundation of a brand that people over time will get to know, like and trust.



Building million dollar relationships with mentor and speaker, Danielle Storey

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Danielle Storey is communications director of the wonderfully-named The Cartridge Family, which supplies printers, toners and inks for the small business and corporate markets. She’s a professional speaker and mentor, a member of the Expert Panel for Business Victoria and former president of National Speakers Association Australia (Victoria).

Danielle’s passion is to encourage Australia to become the world leader in customer delight, customer service and engagement. She believes that the key to world class delight, service and engagement is the development of leaders who can create and implement consistent systems of effortless communication and quality, ongoing transactions.

In this episode of the Reputation Revolution podcast, Danielle discusses what’s required in taking steps to create that million dollar feeling in business relationships.

She says having a million dollar relationship with customers begins with being able to work and play every day feeling like a million dollars.

In this wide-reaching interview, Danielle covers:

  • the importance of finding your ‘why’
  • establishing a mastermind group
  • working with a business coach
  • building a positive relationship with yourself
  • the power of having an offline strategy for your brand
  • systemising your relationship building for better results

 Connect with Danielle:

Check out Danielle’s free resources here, which include  videos, audio, and ebooks, or download her ebook ‘Get Coached – 20 Questions to Ask A Coach’.

Remember to subscribe to REPUTATION REVOLUTION on iTunes and not miss an episode! And if you enjoy what you hear, I’d really love it if you could leave a review on iTunes. Thanking you! 




Introducing Sydney Content Marketing Masterclass with Valerie Khoo & Adam Franklin


I’m rapt to be joining forces with two of my favourite people (and fellow Wiley authors) – the super smart and savvy Valerie Khoo and Adam Franklin – for a Content Marketing Masterclass in Sydney on THURSDAY, AUGUST 7.

This will be an intensive one-day workshop for businesses wanting to gain a practical understanding of content marketing as well as insider tips to more effectively become create your own media channel as a means of attracting prospective buyers and influencers to your brand.

BOOK HERE: Use the promo code TREVOR to receive a $200 discount

Each of us will be presenting on a key content marketing topic and then leading a hands-on workshop immediately afterwards, making the day a very intensive one!

trevstareSESSION 1.  Making Sense of Content Marketing (Trevor Young)

In the opening session, I will be demystifying content marketing and setting the scene for the day, outlining my theory of what it takes to be a trusted ‘Connected Brand’ in today’s noisy, social world, including best practice case studies and examples. You’ll discover:

  • Why content marketing has all of a sudden gone from being something many companies did poorly and randomly to an all-out smart and strategic marketing discipline.
  • The different kinds of content: Utility – thought leadership – ‘human’ -promotional content, plus the broader scope of channels available (and how they work with one another)
  • What role social media plays in the content marketing equation
  • Includes practical case studies of businesses (large and small) that are using content marketing with passion and purpose to build reputation and revenues

cf045c30ddd9e32a144f0bb950dedfbcSESSION 2.  Power Stories: The 8 Stories You MUST Tell to Build an Epic Business (Valerie Khoo)

The foundation of your content marketing is … the content! And if you want a robust content marketing strategy, you need to be clear on the core stories that are going to:

  • promote your business
  • build your brand
  • resonate with your customers
  • inspire your community

In Valerie’s presentation, you’ll discover the eight ‘Power Stories’ you need to nail before you even think about implementing an effective content marketing strategy.

XhijUC_ESESSION 3.  Web Marketing That Works incl. The Truth About Social Media for Business (Adam Franklin)

In this powerful session with Adam, you’ll discover:

  • What subject lines (really) get opened
  • How to uncover your flagship content
  • What content is (really) most popular
  • How to use landing pages to drive conversions
  • The honest truth about what does and doesn’t work
  • How to distill you web marketing strategy to a single page
  • Why email punches 100x above social media

CLICK HERE FOR FULL AGENDA AND BOOKINGS. Use the promo code TREVOR to receive a $200 discount

If you’re in Sydney and interested in better understanding how to use content marketing more strategically for your business, we’d love to see you at our Content Marketing Masterclass.


Eight personal branding lessons from the ‘Top 40 Social Selling Marketing Masters’


Technology solutions business Kitedesk recently published an infographic that highlighted the Top 40 Social Selling Marketing Masters (see below). It’s a great list, featuring a veritable who’s who of the social media and content marketing world.

What struck me when I first saw the infographic wasn’t necessarily about each listed individual’s ability to ‘sell socially’ (I’m not 100% sure what that really means exactly), but how a majority of them have managed to build significantly-sized, often global, personal profiles. Some are recognised for their own efforts and run their own show, while others have made their name under the auspices of a well-known brand.

Put another way: With perhaps the exception of perhaps Seth Godin, 7-10 years ago many of these ‘masters’ were, for all intents and purposes, unknown outside their immediate circles of friends, family, colleagues and peers.

I know of or have followed a good number of these individuals; I’ve read at some juncture articles and/or books they’ve written; I’ve been diligent in sharing their content with my personal networks; if they produce podcasts, I’ve probably listened to them over the journey (and with some, I still tune in today).

So … based on these observations, here are eight personal branding lessons that aspiring thought leaders can take from these esteemed individuals.

LESSON 1.  Build a home base

Pretty much without exception, these Social Selling Marketing Masters have kickstarted their personal brand by building a vibrant online home base.

More often or not it’s a personal blog, although some have since transformed their humble blog into a content hub featuring contributors from all over the world, such is their growing popularity – for example, Jay Baer’s Convince and Convert, Mark Schaefer’s Grow blog and Brian Clark’s Copyblogger.

For Joe Pulizzi (Content Marketing Institute) and Ann Handley (Marketing Profs) – while they both have personal websites – the bulk of their content goes through their respective business blogs.

LESSON 2.  Be relentless

I’m referring to the relentless output that a number of these Masters have been able to maintain over the journey.

Seth Godin sets the pace. He blogs daily and has done so for something like eight years. And he doesn’t write junk; his blog continues to provide high quality insights and provocations day in, day out.

Jeff Bullas is another whose prolific output has put him on the world map (he’s ranked #8 on Forbes” The World’s Top 40 Social Marketing Talent”). His self-titled blog has garnered a readership exceeding four million page views a year, providing him with a significant media platform from which to build his profile and authority globally.

While Bullas’s blog now boasts multiple authors which takes a bit of the load off his shoulders, it’s been his consistent and intense work ethic (I’ve heard he gets up at 4 am to write!) that set him up in the first place.

Gary Vaynerchuk is another of the Masters that has been relentless in creating genuine and interesting content, relevant to his audience.

One thousand episodes of his daily video blog Wine Library TV – plus the exhaustive hours he put in laying the foundations across multiple social channels, particularly Twitter - is what got @GaryVee noticed in the first place (which in turn led to a major book deal, which has led to three bestsellers, which in turn has led to a professional speaking career that’s off the charts!).

LESSON 3.  Put a stake in the virtual sand

Successful thought leaders become known for ‘something’. Yes, they become known for their knowledge and expertise, but more than that they also are recognised for their philosophy, or a particular take they have on a topic or issue, or a specific ‘sub-category’ of the area of their expertise.

If you’re a pioneer in your space, you might end up ‘owning the category’, as they say. In other words, become known as the dominant player in the field. Of the Masters listed in the infographic below, Joe Pulizzi is a standout in terms the territory he staked out in the mind of business consumers.

Pulizzi, the founder and head of the Content Marketing Institute, has done more than perhaps anyone else to educate and get people talking about the discipline of content marketing.

Brian Clark, the driving force behind the Copyblogger Media mini-empire, too has a pretty handy ‘stake’ in the world of blogging.

Founders of HubSpot, Dharmesh Shah and Brian Halligan, coined the phrase (and practice) “inbound marketing” – strategically, this has been a brilliant business move. Writing a book on the subject only further enhanced their authority in the space.

LESSON 4.  Have a point of view

While point 3 above is more around big picture vision, genuine thought leaders – like the Social Selling Marketing Masters-listed Steve Rubel, Jay Baer, David Meerman Scott, Shelly Kramer and Jeffrey Hayzlett - have developed a point of view around their particular industry, discipline or niche and are willing to not only discuss it publicly, but also use this view as a means to springboard further discussion.

Of the Social Selling Marketing Masters listed, whose work I’ve read or who I’ve watched on video or heard being interviewed on a podcast, one thing is crystal clear, and that is they all have a well-developed perspective on their particular topic which, you would assume, came after years of reading about the subject, writing blog posts, debating or interviewing others, and through connecting on social media with other smart people in similar fields.

LESSON 5.  Be human

Savvy thought leaders today understand that being human – being accessible, showing personality and giving part of themselves –  pays huge dividends when it comes to building an avid audience of advocates for your stories and ideas.

FOR EXAMPLE: Mark Schaefer, from the  popular Business Grow blog, is a real gem on Twitter; he not only relentlessly shares great content from others but he’s forever interacting with people in positive ways.

Scott Monty, who received an ‘honourable mention’ on the list, made a name for himself as the ‘human face’ of the Ford Motor Company, while people such as Mack Collier and Laura Fitton have always come across (to me at least) as really genuine, passionate, professional people.

Moz’s Rand Fishkin, with his popular Whiteboard Friday video blog posts, has also won plenty of fans with the way he goes about his business.

LESSON 6.  Strategically grow your brand

A number of the Masters excel in this regard.

I’ve watched with interest as Mari Smith and Jay Baer, to name two, have built their respective personal brands in a really smart and strategic ways.

Both Mari and Jay have grown up in public, professionally speaking; they started as ‘nobodies’ in the marketing world but bit by bit they each built a strong following and over time have been able to leverage their considerable reputations into lucrative new areas of business, including books and public speaking. NOTE: (‘How I Became the Person Most Mentioned by Digital Marketers on Twitter’ – this is a great article by Jay Baer, worth a look!).

Joe Pulizzi too has been very strategic with how he’s managed to grow his personal brand alongside that of his business, the Content Marketing Institute.

LESSON 7.  It’s all about community

Former social media leader at Intel Ekaterina Walter, entrepreneur Gary Vaynerchuk and digital marketing expert Pam Moore from Marketing Nutz are all active community builders; they understand it’s one thing to have a large audience, but it’s another to have a tribe of advocates who will support you at every turn.

Such communities don’t grow without careful nurturing from the thought leader.

Mari Smith is someone I follow very closely; at any given time she is active across multiple fronts, always delivering value to her community of fans and supporters via Twitter and Facebook, on her blog and newsletter The Social Scoop, and through her webinars and speaking engagements. Mari is definitely someone worth keeping an eye on if you’re keen to understand more about building a ‘village of support’ around your personal brand.

LESSON 8.  Write a book

Writing a book can boost your credibility and reputation A good number of the Social Selling Marketing Masters have had books released by major publishers, including:

  • Gary Vaynerchuk (Jab, Jab, Jab, Right Hook)
  • Jeffrey Hayzlett (The Mirror Test)
  • Ekaterina Walter (Think Like Zuck)
  • Joe Pulizzi (Epic Content Marketing)
  • Jay Baer (Youtility)
  • Ann Handley (Content Rules)
  • Seth Godin (The Icarus Deception)
  • David Meerman Scott (The New Rules of Marketing & PR)
  • Shama Kabani (The Zen of Social Media Marketing)
  • Mari Smith (The New Relationship Marketing)

There’s perhaps no better tool than a (best selling) book to build your credibility and launch your personal brand into new markets and communities.

A book will help you generate extra media coverage and buzz online; in turn this exposure will help grow your followings on social media and the readership of your blog (or listenership of your podcast) if you have one. It will as a rule bring you more speaking gigs, which in turn will help you sell more books and increase your visibility on social channels. And so it goes.

But more than anything, having a book released by a major publisher is validation of your knowledge leadership status. It’s not the end game, but an important step in a thought leader’s evolution.

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From PI to #SocialFirefighter: How Nicole Matejic is building a unique personal brand in a highly specialised emerging global niche



Nicole Matejic (aka the #SocialFirefighter) trained as a photojournalist, became a private investigator (which saw her “hanging out of trees’ as a surveillance operative), worked for Australia’s Customs and Border Protection Service and then in strategic communications for the Federal Government’s Defence Department. What a journey!

But now is where it starts getting really interesting:

Over the past four years Nicole’s been making a name for herself in the emerging area of social media in law enforcement and the military, and that’s what we chat about in this episode of the REPUTATION REVOLUTION podcast.

Learn how Nicole:

  • used Twitter to develop business relationships on a global basis;
  • generated new business leads via LinkedIn;
  • has developed ‘militarized’ language that resonates with her audience.  

Power to the blog!

Nicole  explains why her blog was the catalyst for where she is right now professionally (“If I hadn’t been blogging, none of my brand would have developed in the way it has.”) …

… and how NATO found and engaged her services via her blog and LinkedIn account (Nicole is a foundation instructor on NATO’s social media training course for their Allied Transformation Command).

About Nicole

Nicole is an early adopter of using social media as an information source for law enforcement purposes.

She has been in a unique position to transfer her knowledge and lead teams in fast-paced, issues rich environments, while her in-house Federal Government work spanning  aviation, policing, firearms, intelligence and corporate sectors provides her with an appreciation of the nuances of working with the media in high-stakes, risk-based environments.

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Nicole has two arms to her business:

  • Social Media Monstera social media strategy and crisis communications advisory firm for the corporate sector.
  • Info Opps HQwhich offers consulting services to military and law enforcement organisations to assist them in developing, implementing and measuring their social media Information Operations (Info Ops) activities.

Follow Nicole on Twitter - @InfoOpsHQ (for information operations/social media warefare tweets) and @socialmediamons for everything else (social media, marketing, comms, PR and the occasional Instagram selfie!).

Remember to subscribe to REPUTATION REVOLUTION on iTunes and not miss an episode! And if you enjoy what you hear, I’d really love it if you could leave a review on iTunes. Thanking you! 




Growing a digital footprint for your personal brand with Cat Matson, social provoCATeur



Cat Matson is known as a CATalyst for sparking ideas and connecting resources, people and practical strategies; she’s a keynote speaker and social media specialist, co-host of the podcast ‘Social Media for Small Business’, and CEO of the company behind the HEARIS social media management tool.

In this interview, Cat explains how she has built her professional profile within the Brisbane business community.

We discuss all things social media, including Google+, Twitter and SoundCloud.

Specifically, Cat touches on: 

  • The power of accidental authenticity.
  • Building a narrative for your personal brand.
  • Why edification in social media is critical.
  • How to be omnipresent on social channels.
  • Why Google+ rocks (for thought leaders).
  • Why industry conferences like SXSW can be a “brain-breaker” (that’s a good thing by the way)!
  • Which couple of social media platforms she would pick (if she really had to!)

Just start doing something, Cat says. “Be the thought leader you are!” iStock_000001054938Medium


Remember to subscribe to REPUTATION REVOLUTION on iTunes and not miss an episode! And if you enjoy what you hear, I’d really love it if you could leave a review on iTunes. Thanking you! 




Your most potent personal branding weapon

personal branding weapon


YOU are your most potent personal branding weapon.

You hold the key to your personal branding efforts; you hold the key to your differentiation in the marketplace; you hold the key to whether people are attracted to you, your thoughts and ideas, how you come across.

Essentially what we’re talking about here is authenticity and the importance of letting the ‘real you’ permeate everything you do from a thought leadership perspective, whether it’s creating content, being interviewed by the media or on a podcast, speaking on stage or simply interacting with people at functions or in the workplace.

In this episode of REPUTATION REVOLUTION I discuss the power of being “authentically you” when it comes to strategically building your professional personal brand.

What is authenticity anyway, and how can we use it to add to our narrative, grow our influence and make us stand out from others in our space?

This is not about creating a false persona that you think will appeal to the marketplace. This is about showing a bit of yourself, allowing the real you to be seen, read, heard and experienced during the course of your day-to-day professional life.

First-class content

Let’s face it, we live in a social age where there are plenty of clever people who are experts in their profession, industry, discipline or niche – they are really smart and all over their topic, just like you; they relentlessly create first-class content and distribute online, just like you; they deliver kick-ass presentations at events, just like you.

But what sets you apart from them, what differentiates you from the herd of experts who are out there getting noticed and building an audience, is your personality, your quirks, your philosophies and your unique take on life.

The goal of this podcast is to challenge the way you conduct yourself. Do you hold back from revealing too much about yourself in the fear you will be seen as “unprofessional”?

If so, I believe this entrenched traditional view of how we go about business will seriously hold you back from your thought leadership aspirations.

Examples of ‘authentic’ thought leaders mentioned in this podcast:

I hope you get something out of this episode of Reputation Revolution. Remember to subscribe on iTunes and not miss an episode! And if you enjoy what you hear, I’d really love it if you could leave a review on iTunes. Thanking you! 



Making sense of search engine optimisation with SEO guru Jim Stewart

SEO for experts


The sheer thought of search engine optimisation – or SEO as it’s more commonly referred to – is probably making your eyes glaze over as we speak!

Let’s face it, SEO is something we know we probably should do something about (if we want to be found online via Google and other search engines) but equally, it’s often seen as some mysterious ‘dark art’ and because we don’t understand it, it tends to get pushed aside while we continue to pump out online content for our audience.

But, it must be said, SEO is starting to come in from the cold and is more and more being seen as a legitimate science and art and something content-producing thought leaders need to get their head around, if only the basics you can do yourself.

Should you want to invest further, there are reputable people like Jim Stewart available to help.

The point is, whether you try and do it yourself or employ someone to help you, savvy SEO practice – when undertaken within the bounds of what’s acceptable by Google standards – should be on your ‘must consider’ radar.

Introducing Jim Stewart … 

jim_stewart_@jimbootJim Stewart (left) is a legend in Aussie SEO circles.

In this interview with Jim – dug out from the PR Warrior vault especially for REPUTATION REVOLUTION listeners – we chat all things keywords and search engine optimisation, and in a language we can all understand, including:

  • Keywords and phrases
  • Google Authorship
  • Google Trends (tool for checking key phrases)
  • Creating buyer personas
  • Guest posting and content duplication
  • The importance of Google+

Basically, Jim demystifies SEO and shows how to approach search strategically for your business.

What is SEO? (sourced from Jim’s website):

SEO or Search engine optimisation sometimes known as search marketing, also known as online marketing. SEO is not about trying to trick Google. SEO is about thinking of the Google bot as a librarian and making sure your site is tagged & sign posted properly so Google knows how to rank it.

Search Engine Optimisation is about business. Not technology.

About Jim …

Jim is the guiding light behind Melbourne SEO company StewArt Media and is a bona fide thought leader in his own right.

He has been ‘doing’ content marketing long before it was fashionable, having started video blogging in 2006 (although he was active in online video as far back as 1999!).

Anyone who produces 400+ (weekly) videos aimed at educating the public on SEO topics such as Google authorship, webmaster tools, backlinks and keywords – giving away his ‘secrets’, his stock-in-trade expertise and knowledge that he charges good money for – should be applauded.

Jim’s video blogging efforts – plus his regular activity on social networks such as Twitter (@jimboot) – has helped him build a reputation as an authority on SEO and search engine marketing nationally and beyond.

Hope you get something out of the interview with Jim Stewart!

Remember to subscribe to REPUTATION REVOLUTION on iTunes and not miss an episode! And if you enjoy what you hear, I’d really love it if you could leave a review on iTunes. Thanking you! 




The main reason why you need to be on Twitter (and it’s probably not what you think)


There is one very good reason you should be on Twitter, and it has nothing to do with sharing what you ate for lunch (as important as that might be for some people).

And funnily enough, it hasn’t got anything to do with building your network and connecting with key influencers and other interesting and savvy individuals (as critical as this can be in terms of growing your business or enhancing your career).

No, the one key reason to be on Twitter – if indeed you still need one – is that you will become a smarter person as a result.

Let me unpack that thought for a moment.

Twitter is home to some of the sharpest minds on the planet. People who are thought leaders in their space. Points of reference for their industry.

Thought leaders aren’t just smart people, but they’re smart people who read.

They go to conferences and meet other smart and interesting people.

And then there are those thought leaders who are also active on Twitter and invariably share some of their knowledge and expertise with the world.

Videos and podcasts

Even if it’s just sharing links to some of the interesting articles and videos and podcasts they’re reading (or watching or listening to).

If you follow their blog and other articles they write, you’re probably going to be all the better for the experience

If you gain the ‘inside running’ to the news and information they consume (and happen to share via Twitter), you are definitely going to become smarter than the next guy (if indeed you take the time to read and watch and listen to said resources).

If they are the type of person who interacts with others on Twitter and regularly tweet observations and insights relevant to your business or industry, or the cause or issue you’re interested in, this is like a ‘free pass’ into their mind.


Richer for the experience

Now, if you duplicate this path of action and follow numerous authorities and thought leaders in your profession, industry or community – if you absorb not only the content they create but the links they share and the comments they make – well, I’d say your mind will be all the richer for the experience.

Which of course can manifest itself in many different ways, but let’s just say if you’re savvier than others, it can only be a positive thing (in business and professional employment).

So the real reason you need to be on Twitter is to follow (and take note of) smart people.

Let them become your ‘editors’.

Don’t worry about buying newspapers and magazines. Let your coterie of Twitter editors bring you all the relevant news and information and insights that will in turn help you become a smarter operator than you would be had you not ventured into the Twitterverse in the first place.

And here’s the kicker: Why not also start following some of the people these thought leaders follow and interact with on Twitter! It’s a great way to start building an online ‘brains trust’ that will serve you well over your professional journey!

P.S. As an aside, I follow many thought-leaders on Twitter. Here is a sample of the people who help me on a daily basis become a smarter operator:

These are whippet-smart people with whom I check in with regularly via an app called TweetDeck. As a result – and in my humble opinion – I am all the better for doing so.

Who are your ‘Twitter editors’?