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 to have the time to make everything possible
- Managing time and allocating time effectively
- Is a “forced deadline” a good thing or a bad thing
- What does Trevor Young’s business looks like
- Preparing for the “Speaking” side of business
- Why is everything revolving around Content Marketing
- History of Content Marketing
- Where to gather content
- What are the main reasons for starting a podcast
- How can I help most people
- How does someone in the starting point view success
- Starting to create content around the problems that people face
- Follow the influences of authors
- Start thinking about stuff right at the get-go
- Trevor Young’s podcast history
- Building a personal based brand business
- What are the achievements upon starting the podcast
- A podcast is a nice addition to your social media
- Importance of omnipresence
- Business professions are not neck-deep in social media
- How to monetize your Podcast
- Podcasting is to build visibility and trust in your personal brand
- Influence means getting things done in the market place
- Not all money comes from podcasting
- How does podcasting help with Speaking
- How podcasts give authority to the speaker
- Why is Podcasting “Hot” now
- People who consume podcasts consumes a lot of podcasts
- How accessible is a podcast
- How to turn a blog into a podcast
- The experimental uses of podcast
- Examples of creating podcast content in different markets
- Vitality of innovation to real estate
- Your sweet spot is the combination of your yin and yang
What would’ve made it easier/What would you have changed?
- Classic content marketing knowledge
- Understanding the audience
- Having the right awareness
When someone is considering a podcast as a medium, how do I know if it’s for me? How complicated is it to do a podcast?
- The grind of setting up the Podcast
- Time consuming
- Not having enough podcasts
What are the most important things to consider?
- The content is what drives social media
- Knowing your audience
- Pushing the boundaries
- Change the way people think about things
- Start with your heart first
- Allows you to focus on a target
- Being known for something