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In this week’s Marketing Espresso, I’m diving into what makes advertising actually work — and yep, we’re using that Telstra ad as our case study.

You know the one… catchy song, slightly annoying guy, and now, a bunch of versions popping up all over social media. But here’s the clever bit...Telstra didn’t just sit back and hope it went viral. They went all in, re-creating it with user-generated content and letting the internet do its thing.

We’ll break down why it’s working — from the smart use of music, to community-driven content, to how brand recognition plays into getting a whole country talking (even if half of them are rolling their eyes).

Plus, we’ll talk about the bigger picture:
☕ How jingles can work differently for local vs national audiences
☕ Why intentionality is the secret weapon behind any great ad
☕ What you can steal from Telstra’s playbook — whether you’re a rural business, an online store, or running Insta ads from your kitchen table

Because love it or hate it, this campaign is proof that if you want attention, you’ve gotta give people something worth talking about.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

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In this episode of Marketing Espresso, I chat with Leah from Snappystreet Creative about the ins and outs of podcasting. We explore whether starting a podcast is worth it for your business, the dedication required, and how impactful it can actually be.

Leah shares her extensive experience in the field and provides key insights on optimising your podcast journey. We talk about the importance of knowing your 'why,' the challenges of maintaining consistency, and practical tips for those considering taking the plunge.

Tune in to discover if a podcast is the right move for you and gather actionable advice on how to set yourself up for success.

Connect with Leah:

Website: http://snappystreetcreative.com.au/
Instagram: https://www.instagram.com/snappystreetcreative/

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

In this episode, I’m joined by Clare Walter - digital designer, branding expert and founder of Ignitely, to unpack what’s really going on with SEO right now. With AI changing how users search and how platforms like Google serve results, we’re diving deep into what this means for your website, your content and your broader marketing strategy.

Clare brings two decades of experience and a practical approach to digital strategy. Together, we explore how AI-generated content is flooding the internet and why it’s critical to shift our thinking around SEO, content creation and user engagement.

We talk about how Google's AI Overview is changing search behaviour, why traditional keyword stuffing is no longer enough, and how content that lacks human insight is quickly becoming obsolete. Clare offers practical tips on improving your site's domain authority, the value of backlinks, and what kind of content is actually getting served by Google’s AI.

She also shares how using AI strategically, as a content brainstormer or editor, not a creator can support your SEO efforts without damaging your credibility. Plus, we dive into broader marketing themes, like why human connection and emotional resonance are more important than ever across all your channels.

If SEO feels overwhelming or outdated to you, this episode will give you fresh perspective and practical actions. You’ll walk away with ideas to strengthen your online presence and ensure your content stands out in an increasingly automated world.

Key takeaways:

• Google’s AI Overview is changing how search results are displayed and reducing click-through rates to websites.
• Content structured like prompts or FAQs is more likely to be served in AI results.
• Simply using AI to generate blogs won’t cut it - authenticity, opinion and human insight matter more than ever.
• Building domain authority with high-quality backlinks and a technically sound site is essential.
• Holistic marketing strategies that go beyond SEO are key to long-term success.

Action steps:

• Review your blog and website content - are you actually offering insight or just adding noise?
• Rework key pages and posts to answer real user questions in a conversational format.
• Use AI as a collaborator, not a copywriter. Make your content distinctly human.
• Focus on brand trust and engagement across all touchpoints - because SEO alone won’t save you.

Connect with Clare
https://ignitely.com.au/
https://www.instagram.com/ignitely_creative/
https://www.linkedin.com/in/clarewalterdesign/

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

This week’s episode was inspired by a DM that slid into my inbox:
“Is long-form content still important?”
And look, I get it. The internet is full of opinions — and half of them contradict each other.

Once upon a time, we were all told to write 1,500-word blogs stuffed with keywords like it was our full-time job. Now? It’s all TikToks, AI, and short-form everything. So… do we just throw the blog out with the bathwater?

Spoiler: it’s not that simple. (Of course it’s not.)

In this episode, I’m breaking down:

• Why long-form still matters (but not for everyone)
• The history of long-form content and SEO
• Why there’s no one-size-fits-all strategy
• Why letting ChatGPT write your blogs might be tanking your brand
• How to figure out if it’s right for your business & Alternatives if writing blogs isn’t your thing
• Why video isn’t automatically “king” (don’t hate me)
• How to repurpose long-form so it’s actually useful in a multi-channel strategy
• Balancing your own strengths with what your business actually needs
• The value of working with an SEO expert before making big decisions

Plus - the truth about “multi-channel strategy” and why you don’t need to be everywhere, all the time, doing all the things.

Whether you love writing or would rather eat your laptop than draft another blog post or long email, this episode will help you figure out how to show up in a way that actually works for you.

Have a listen and let’s stop following cookie-cutter advice that wasn’t built for your business in the first place.

One Key Takeaway
Your content strategy should be based on your goals, your industry, and how you like to show up. Long-form isn’t dead - it just needs to make sense for you.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

This week on Marketing Espresso, I sat down with the incredible Michelle J. Raymond - LinkedIn expert, bestselling author and B2B marketing powerhouse - to unpack a question I hear all the time: are LinkedIn company pages even worth the effort?

Like many of you, I’ve always leaned heavily into personal brand content on LinkedIn. But Michelle completely shifted my perspective. She explains why ignoring your company page could be a missed opportunity, especially if you're serious about building brand equity, scaling, or selling one day.

We talk about how company pages can support your personal brand, how to use them as a “greatest hits library” for your content, and why visibility isn’t just about likes and comments in the feed. Michelle gives practical advice for small business owners and solo operators, including how often to post and what kind of content makes the most sense.

Key Takeaways:

• Company pages aren’t a waste of time, they’re a long-term brand asset.
• Use your company page to reinforce your personal brand, not replace it.
• Think of it as your “red carpet” - it should always look alive and well for potential clients.
• One post a week is plenty - don’t overthink it.
• Repurpose your best content and make the messaging reflect the company voice.

Actionable Advice:

• Set up or refresh your company page with strong branding and an optimised “About” section.
• Post at least fortnightly, using curated or repurposed content.
• Treat your company page like your business card - it should reflect the current state of your business.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

Let’s be honest… writing ad copy that actually converts?
It’s one of those things no one really teaches you — and winging it on Meta Ads gets expensive real quick.

This week on Marketing Espresso, I’m joined by the amazing Evelina - copywriter and email strategist for brands like Amazon, Luna & Sun, and a bunch of others you probably get emails from without even realising.

We’re diving into the juicy stuff:

• What makes ad copy different from your everyday posts
• How to write hooks that actually stop the scroll
• And why your ad’s only job is to get the click, not sell the whole story

Evelina shares how she helps brands find the actual words their audience is using (think: Reddit rabbit holes and review deep dives), so the copy speaks human, not fluff.

You’ll walk away with:

• A clear understanding of what separates ad copy from everything else
• The power of a strong hook and how to write one
• How to avoid clickbait while still grabbing attention
• The role of your landing page in converting cold traffic
• Tips on what to test with video vs still images

It’s an episode packed with insights and practical steps. If you’re currently running ads - or thinking about starting - this is one to pop on your walk or listen to with a notebook handy.

Let me know what you think, and as always, feel free to reach out with your questions.

About Evelina

Evelina Kaganovitch is a copywriter and email strategist who blends creative flair with proven frameworks to write high-performing campaigns for brands around the world. With roots in the USSR, Germany, and Australia - and a lifelong obsession with Vogue covers and storytelling, she’s turned her childhood love of fashion and words into a global copy career.

She’s written for 50+ fashion and lifestyle brands, from Amazon and SumUp to indie labels like Luna&Sun, helping them turn their brand voice into magnetic, personality-packed copy. Evelina’s background spans fashion design, UX, and digital marketing, and her work consistently outperforms industry benchmarks (with 64% open rates, 5% CTRs), and a whole lot of weird 3 a.m. ideas that actually work.

Now raising a daughter while running her business on her terms, Evelina’s known for making complex marketing strategies feel simple, fun, and wildly effective.

CONTACT DETAILS & LINKS

Website: www.evelinakreative.com
LinkedIn: https://www.linkedin.com/in/evelinakreative/
Instagram: @evelinakreative

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

We’re all out here chasing leads and trying to crack the visibility code... But what if the biggest opportunity in your business is already on your books?

This episode was sparked by a DM I got asking:
“How do I market to my existing clients?”
And honestly… what a bloody great question.

Because the clients you’ve already got?
They’re the ones most likely to buy again, refer you, and sing your praises.
(If you’re doing it right, that is.)

In this episode, I unpack why focusing on your current clients can be one of the most powerful (and underused) strategies in your marketing toolkit.

Whether it’s onboarding, offboarding or all those moments in between — there’s gold in your client journey if you know where to look.

Key Topics Covered:

• Why marketing to existing clients matters more than you think
• How to map out your client journey and identify key touch points
• Onboarding strategies that build trust and loyalty
• Offboarding tactics that lead to referrals and repeat business
• How to create memorable experiences with your unique brand touch
• Ways to automate nurturing post-project or post-purchase
• Using testimonials, case studies and feedback as marketing tools

One Key Takeaway:
It’s easier (and cheaper) to keep a client than win a new one. Map the client experience, find the gaps, and make marketing part of every stage of the journey.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

This week on Marketing Espresso, I’m joined by the fabulous Jodie McLean - Director of Gem Events and Hills District Businesswomen to talk all things events and why they’re so much more than just a nice excuse to dress up and network.

With 15+ years of experience and over 350 corporate events under her belt, Jodie knows exactly how to turn an event into a high-impact marketing tool that drives real business results.

We’re talking lead nurture, brand building, client retention — all the good stuff that happens when people connect in person.

From intimate masterclasses to full-blown awards nights, events can be tailored to fit your goals, your budget, and your brand vibe — and Jodie shares how to make it all feel strategic and fun

Key Takeaways:

• Events should be aligned with your business’ strategic objectives, not just thrown together for fun.
• In-person touchpoints massively speed up the know-like-trust journey - a crucial part of the sales funnel.
• Hosting, sponsoring or simply attending the right events can yield a higher ROI than digital advertising in some sectors.
• Gen Z prefers experiences over things - a crucial insight if you’re building a team or looking to engage a younger demographic.
• Creating effective events starts with getting clear on your audience, outcomes, budget and non-negotiables.

Actions You Can Take:

1. Audit your marketing plan - is there space for an event strategy that aligns with your business goals?
2. Start small - consider running a low-budget masterclass or networking event before planning a large conference.
3. Attend local events - see what others in your industry are doing and learn what works (and what doesn’t).

About Jodie McClean:

Jodie McLean is an accomplished event manager with over 15 years' experience planning and executing more than 350 corporate events across Australia and overseas. She is the Founder and Director of JEM events, a full-service agency supporting businesses, associations, and communities to achieve their strategic objectives and ignite human potential through the power of events.

Connect with Jodie:

Website: https://www.jemevents.com.au/

LinkedIn: https://www.linkedin.com/in/jodieemclean/

Instagram: https://www.instagram.com/jemevents_

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative