I was determined to understand why the photo or video I loved got resounding silence when I put it out there. Was it me? Was it my work? From there it was like a switch was flipped. Since those early days I’ve worked with some incredible people, companies and organisations helping to create content and market their work. I’ve helped to tell countless stories and share what makes them unique and had millions of the right eyeballs on it.
It pains me to say that I’m unlikely to ever have a job quite like the one I had at the U.S. Embassy in Canberra. I was their content producer, photographer and social marketer and if that wasn’t enough I was also the fortunate person called on when a VIP like Barack Obama, The Wiggles or Buzz Aldrin came to town and they wanted that captured.
I’ve met the most incredible people, not only the ones that visited but also those that worked at the Embassy. I refer to that place as Top Gun because there simply was the best of the best that worked there. I shot videos and photos and told stories of the most incredible people on the world stage and then got a chance to hone my skills and market those to the Aussie public. It was phenomenal and life changing and it’s going to be one hard thing to top!
While content production got me into this, marketing has sustained it and that can’t be truer than my travel work. It’s an industry that’s felt the change of technology like few others but that challenge has also opened up worlds of possibilities. Social influencers used to be movie and TV celebrities, National Geographic ruled the photography world and we all had no idea AirBnB would be booking more rooms than the largest hotel chains that spent decades achieving the same.
The landscape has changed and being a content producer and social marketer in this industry I’ve been able to help some incredible companies stand out from the crowd. I’ve flown in a chopper over Melbourne with Adrenalin, showcase Marriott’s new smartphone app by giving it a test drive in a ‘mystery shopper’ style hotel stay, showing how awesome Gogobot is and proving why Wonderful Indonesia isn’t just a catch phrase. I pride myself in over delivering and breaking the mould of what content producers, marketers and influencers are currently providing.
I’ve built up an incredible community across social media with my Facebook, Instagram and Twitter accounts allowing me to reach well over 80,000 people regularly. While some bemoan the decline of organic reach I not only saw it coming but have welcomed it with open arms. Organic reach is fantastic and I still regularly see numbers over 50% but paid reach just as powerful if you know how to use it.
I provide incredible content that makes people stop and look, an audience of over 80,000 and creative, clever marketing to help showcase the organisations I work with. It’s a unique value proposition that I’m fortunate to have.
My most recent, and in some ways my most challenging marketing adventure. If I thought the travel industry was in a transition period, the mail industry may eclipse it. Email and technology has all but ended the letter industry in Australia but also brought with it a phenomenal opportunity with online shopping exploding. Australia Post has a front row seat with these changes and understood they needed to evolve and have repositioned themselves as the leaders in parel sending and deliveries.
I’ve been given the exciting challenge of connecting with small businesses around Australia to help them build and grow to lift an already expanding market. It’s incredible to work in a place that is willing to utilise social media the way it was intended and genuinely help a market that powers the country.
I work across the small business segment at Aus Post to provide them the best social marketing expertise possible. My goal is for others in the industry to look at what we’ve accomplished and admire the work we’ve done. It’s not finished by a long stretch but I’m thrilled to be playing a small part.