The Digital Marketing Podcast

Brendan Kane, a viral strategist and author of One Million Followers, shares his insights on creating infectious content. He reveals that going viral isn't just luck; it’s a repeatable process grounded in storytelling nuances. Kane discusses the innovative storytelling techniques he used to grow an audience of a million followers in just 30 days. He emphasizes the importance of qualitative analysis over mere metrics and explains how even the most mundane industries can thrive on social media. Quality and authenticity, he argues, are the keys to meaningful engagement.

In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with copywriting and AI expert Kerry Harrison to explore one of the most exciting—and often misunderstood—areas of artificial intelligence: AI-powered copywriting. Together, they dive into how Anthropic’s Claude AI compares to tools like ChatGPT and Gemini, and why Claude is quickly becoming a favourite for writers who care about tone, style, and ethical AI. Kerry, a seasoned copywriter and trainer, shares her hands-on experiences using Claude to create high-quality marketing content. She explains how Claude's intuitive interface, stylistic flexibility, and alignment with ethical AI principles make it a uniquely powerful tool for communicators, marketers, and brands. But this isn’t just a tool review. It’s a masterclass in how to approach AI copywriting strategically. Daniel and Kerry explore a human-first methodology called the AI Sandwich, a practical framework for combining human creativity with AI efficiency. They tackle big questions about authenticity, originality, and prompt engineering, and show how to avoid the cookie-cutter feel that plagues so much AI-generated content. Highlights include: Why Claude’s tone of voice and writing capabilities often outperform other models for consumer copy How to train Claude on your own style and get responses that reflect your brand’s voice How to use Claude’s Projects feature to build custom tools like tone checkers, newsletter editors, and interactive customer personas A breakdown of the AI Sandwich Methodology (Human → AI → Human) for crafting content that feels human, not robotic Techniques for fact-checking, editing, and sense-checking AI outputs to avoid hallucinations and blandness How Kerry uses Claude for marketing strategy, persona creation, positioning, and ideation Tips for integrating Claude with Gmail and calendar tools to improve time management and workflow efficiency This episode is packed with actionable ideas, whether you're a content creator, strategist, marketer, or business owner. You’ll learn how to write better prompts, extract more value from AI tools, and remain fiercely authentic and creative in an age of digital automation. Key Takeaways: Train AI on your tone of voice to stand out from generic outputs Use Claude’s extended thinking and reasoning models for strategic ideation Human guidance (before and after AI) is critical to compelling content Projects in Claude can act like custom GPTs tailored to your exact needs Staying human, thoughtful, and ethical is still your biggest advantage 💡 Whether you're new to Claude or already exploring AI content workflows, this episode will give you a fresh, grounded, and strategic perspective on what’s possible, without losing your creative soul in the process.   📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions:

In this episode of The Digital Marketing Podcast, Daniel Rowles explores one of the most unexpected but powerful business case studies in modern branding: Taylor Swift! Joined by Kevin Evers, Senior Editor at Harvard Business Review and author of There’s Nothing Like This. Kevin dives into how Swift’s career offers a masterclass in brand strategy, audience connection, and long-term business thinking. Why does a global superstar in a notoriously cutthroat industry continue to outperform and outlast her peers? According to Kevin, it’s not luck or fandom - it’s strategy. Drawing on insights from his newly released book, Kevin breaks down the key inflection points in Swift’s 20-year career. From turning down a major label at age 13 to preserve creative control, to executing one of the boldest rebranding and ownership moves in music history with her “Taylor’s Version” re-recordings, this episode examines how Swift embodies the core principles of marketing, product-market fit, and customer obsession. Daniel and Kevin unpack how Taylor Swift: Identified a niche audience when the data said it wasn’t viable Built trust and intimacy into her brand from day one Embraced user-generated content and fan communities to expand reach Navigated multiple brand pivots without losing authenticity Took complete ownership of her brand and intellectual property Continues to evolve while staying aligned to her audience’s needs They also explore how her fandom operates as a distributed marketing engine, elevating everything from live streams to lyric analysis and decoding hidden clues. With references to startup thinking, customer experience design, and even parallels with Jobs-to-Be-Done theory, this conversation turns a pop icon into a blueprint for brand building at scale. Whether you’re a marketer, entrepreneur or brand strategist, this episode offers rare insight into what it takes to build something culturally durable, and fiercely customer-centric. Key Takeaways: Brand clarity trumps market data when paired with conviction Fan communities can become your most powerful marketing asset Ownership and authenticity are strategic decisions, not just personal ones Pivoting is easier when you’ve built long-term trust Obsessing over your audience is a competitive advantage   📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions:

In a fast-paced roundup, the podcast dives into the latest AI developments reshaping digital marketing. ChatGPT's new tools now allow secure access to Google Drive and other platforms, enhancing AI workflows. OpenAI introduces Operator, making AI more interactive by performing tasks like posting content online. Google’s AI Mode is changing search results, while Meta's Advantage Plus campaigns show AI's edge in advertising. This conversation highlights evolving roles in marketing and the implications for future job designs.

In this episode of The Digital Marketing Podcast, Daniel, Ciaran, and Louise take a deep dive into the often-misunderstood world of keyword research - one of the most foundational yet complex elements of digital marketing. What starts as a seemingly simple task (“just pick some keywords, right?”) quickly unravels into a minefield of audience intent, brand positioning, search behaviour shifts, and the sometimes soul-crushing reality of traffic that doesn’t convert. The trio break down the full process with real-world insight, humour, and some very candid reflections on what not to do. From teaching postgraduate students at Imperial College to running real commercial SEO campaigns, Daniel shares his evolving approach to keyword strategy - highlighting how brand clarity, buyer personas, and mapping the full user journey are essential to getting keyword research right. What you’ll learn in this episode: Why volume-based keyword selection is a trap How to balance traffic, intent, and competition in your keyword choices Why middle-of-the-funnel content is often your secret weapon How to prune and optimise your existing content for better conversions The problem with vanity metrics (and what to track instead) How new AI-powered tools like Content Raptor and Keywords Everywhere are changing the game The role of search across Google, YouTube, social and even email What to look for in competitor analysis and how to use keyword clustering effectively Louise brings sharp insight into modern search behaviour and the growing importance of voice, conversational search, and featured snippets, while Ciaran opens up about years of chasing traffic volume before realising conversions are what truly count. (Spoiler: a blog about banana peels and Botox might bring in traffic—but probably not sales.) The episode ends with a step-by-step process for approaching keyword research in 2025, including content ideation, testing, SEO hooks, and how to integrate what you learn across multiple marketing channels. Key Takeaways: Keyword research isn’t about finding more keywords - it’s about finding the right ones. Strategic alignment between brand, content, and intent is critical. Most marketers overinvest in top-of-funnel traffic and neglect conversion-focused content. Updating and optimising your existing content can often move the needle more than publishing something new. A good keyword is one that drives results - not just visits. With tools, frameworks, and honest advice, this episode is your ultimate keyword research sanity-check. Whether you’re building a content strategy from scratch or refining an existing one, this is the guide you didn’t know you needed. 🎧 Listen now and get your complete step-by-step guide. You'll find all links on TargetInternet.com Show notes:   Have any feedback on the show? Send us your feedback, tell us what you love and what you think could be better. And, if you are really enjoying the show, please leave us a review.

Join Peter Abraham, a former Econsultancy leader, and Catherine Torrance and Claire Pankhurst, co-creators of Supercharged Marketing Sprints, as they dive into agile marketing. They unveil their 5-day sprint framework that helps teams launch live, multichannel campaigns swiftly and effectively. Discover how to balance speed and strategy, create minimum viable campaigns, and cut through marketing chaos. Hear Peter's surprising journey from skepticism to success, and learn how AI can further enhance these agile practices.

The hosts dive into the revolutionary world of agentic AI, showcasing its ability to autonomously solve complex problems and create tailored content. They discuss the evolution of tools like ChatGPT and Gemini, emphasizing their role in digital marketing. Interactive tools for budget experimentation and innovative content creation are highlighted, along with the need for marketers to embrace creativity and adapt to new technologies. The discussion encourages a shift away from traditional methods towards leveraging AI for groundbreaking solutions.

Explore the evolving landscape of brand advocacy versus influencer marketing. Discover how genuine advocates can enhance brand loyalty and drive impactful engagement. Learn about the rise of online platforms like Reddit in shaping consumer perceptions. Understand the significance of authenticity in brand communication and why building personal connections matters. Practical strategies to foster advocacy without superficial incentives are shared, alongside real-life success stories from brands that nailed word-of-mouth marketing. Get ready to rethink how influence works in the digital age!

Daniel and Ciaran dive into the latest advancements in ChatGPT, showcasing its potential for digital marketing. They discuss groundbreaking features like image generation and AI-driven content creation. The duo emphasizes the importance of early adoption to stay competitive in a rapidly changing landscape. Practical examples demonstrate how generative AI can streamline marketing tasks and enhance creativity. The conversation also touches on the ethical considerations and the need for continuous adaptation in the face of technological evolution.

In this insightful discussion, AJ Wilcox, founder of B2Linked, shares his wealth of knowledge on LinkedIn advertising after managing millions in ad spend. He highlights how LinkedIn ads differ from traditional platforms, emphasizing cost-efficiency while ensuring high-quality leads. AJ reveals his manual bidding strategy for better results and the power of microsegmentation to optimize campaigns. Furthermore, he outlines a three-stage funnel for creating effective ads, merging organic and paid strategies for holistic success.