Trevor Young have worked in public relations and communications for over 20 years. Joining the industry after five years as a journalist in country Victoria, he proceeded to work with some of Australia’s biggest consulting firms including Professional Public Relations (PPR), The Rowland Company and Porter Novelli.
In 1998 he co-founded Spark Communications Group with Richard Chapman, a former colleague from Porter Novelli. With its focus on strategic marketing and communications, Spark quickly developed a reputation as a creative PR hot-shop working for major brands such as Cadbury Schweppes, Ford, Foster’s, Coles, NAB, FlyBuys, ANZ Bank and the Australian Made Campaign. Within a couple of years Spark had launched a brand experience marketing company called Ignition Marketing as well as established an office in Sydney. At its peak, Spark employed some 25 people full-time and up to 50 casual staff in Ignition’s ‘Street Team’ promotional division. Spark was acquired by Australia’s biggest media buying firm, Mitchell & Partners, in 2006.
In 2009, Trevor co-founded a boutique communications advisory firm called parkyoung in partnership with former senior corporate affairs executive, David Park. Eighteen months later parkyoung merged with the Melbourne office of Edelman, the world’s largest independent public relations firm.
Now he is a:
- KEYNOTE SPEAKER: a passionate and experienced professional speaker available for keynote presentations to large audiences or facilitation of workshops and training sessions across the areas of social media, content marketing and personal branding.
- CONSULTANT & ADVISER: offers project-based consulting services to forward-thinking companies and organisations large, medium and small; as a rule these organisations tend to be progressive in their thinking (and actions) and are excited to be involved in social media and and the online content creation process.
- PERSONAL MENTOR FOR INDIVIDUALS: Mentors (on a selective basis) creative entrepreneurs, authors, business leaders and professionals to develop their platform and build their personal brand.
- WRITER: Writes a blog called PR Warrior plus contributes regularly to Smart Company, the MYOB Pulse blog and Firebrand Talent’s Ideas Ignition blog. He is also the author of the book ‘microDOMINATION: How to leverage social media and content marketing to build a mini-business empire around your personal brand’, published by John Wiley & Sons.
In this episode we talk about:
- How does he manage and find time to do podcasting?
- Trevor Young’s consulting, mentoring and speaking business as a whole
- Educating and teaching clients about content marketing
- Being passionate about the contents we create which led to pretty amazing results
- The consumption habit of change
- Communication and building relationship with an audience
- How to start a blog, or a podcast and get attractions?
- The best way to serve clients and customers
- Building reputation and an authority in the marketplace
- Changing people the way they think about things
- The importance of helping people and not a matter of getting more leads
- Starts with helping and serving the audience to have a much better space
- What’s the Reputation Revolution podcasting journey like and how it arrived so far?
- What does he managed to achieve in starting a podcast?
- Becoming better and smarter through podcasting
- The importance of Omnipresence
- Developing personal branding and being passionate about their brands
- The great opportunity with podcasting and the inspiration we can get from other people stories
- The importance of being progressive and committed enough
- Trevor’s point of view about money making out of podcasting
- Building a reputation and a trusted brand and helping professionals to develop a degree of Authority
- Visibility, Influence and Trust are the three things to build a business which we can achieve through podcasting
- Why podcasting is hot right now?
- The disadvantages of podcaster’s point of view
- Focus less on our own message and focus more on the others which makes us unique
- What’s coming on the podcast going forward?
- Panning for August about mix of local guests and people no one’s heard before and people who are doing interesting things to help their stories get out further
What would’ve made it easier/What would you have changed?
“I think it comes down to the classic content marketing play where knowing what you wanting to achieve out of it, having being realistic about that, not expecting the world straight up you know, it takes time any of these formats to build an audience and its getting hotter all the time. But forcing you do you know, you need to understand your audience and have a couple of pulls in mind when your audience is speaking and when you’re recording and being able to list it and get from them the information that you think your audience is going to want. I guess having an awareness that if it’s a time issue, you know if you want to, there are people like virtual assistants who can take the editing and uploading and all of that side of you. The really time consuming staff, you can get over pretty quickly. And maybe do that from the day 1.”
How complicated is it to do a podcast?
“From the podcaster’s point of view, it is the grind of getting it up all the time and if it’s an interview show to continually be getting your guests and finding you know particularly if it’s global, finding the time to actually match the time oversees to get it done. And so the grant of editing and putting it and uploading it and then blogging about it. Show note takes me forever. I’m really slack on the show notes. So there’s a bit of staff going on around it which is time consuming. A bit messy and time consuming and so that’s pretty hard core makes you know half hour episode is a lot more than half an hour that goes into it.”
How often should I podcast?
“A weekly podcast “
Which podcast should I follow, why and how often?
“I’ve always like Mitch Joel, the “Six Pixels of Separation”. I think he got 400 plus episodes. He’s got great interviews and great chats and he’s a clever man at the leading age of what he does. And I love the guests that he gets on. I’m really getting into the James Altucher show. He’s got just an interesting way of talking and dealing with things. He’s very open and transparent. He’s got an interesting times and the lessons that he’s learning and I’m enjoying his books as well. And another one that I’ve discovered recently is the Authorpreneur which is part of I think part of the rain maker. The copy blogger rain maker podcast network. I love that. It’s all about becoming an Entrepreneurial Author. And one from a friend of mine Mark Masters. He co-host Ian Rods from the UK and they’ve got a new podcast as well the marketing bro. I like the fact that these two of them that I just have just banter. They don’t interview anyone they just chat about the topic. I kind of enjoy that as well. They’re just the four one that I listen to all the time but there’s a lot of others that I check in regularly as well.”
Where to find Trevor Young
Google Plus: https://plus.google.com/+TrevorYoung