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In this episode of Marketing Espresso, I’m joined once again by Nicole Smith, founder of The Artisan Solutions, fractional COO and business systems strategist. Nicole and I often work alongside each other with clients, and this conversation dives deep into one of her favourite topics: why outsourcing expertise doesn’t mean outsourcing your understanding.

It’s tempting as a business owner to just “handball” things off our plate, especially when we’re stretched thin and overwhelmed. But Nicole reminds us that you can’t afford to disengage from the key areas of your business – particularly your strategy, finances, systems and operations. While experts can and should be brought in, the business owner still needs to be connected to the vision, values, and outcomes.

We talk about the difference between outsourcing and abdicating responsibility, and why understanding even the basics of what’s being done is vital to sustainable growth. We also cover the importance of clarity – clarity on your vision, values, mission and the business you’re building. Without this, you risk creating a business you don’t actually want.

Nicole also shares her own mindset shifts, including the moment she realised she was “choosing her choices” and how that reframed her approach to business and leadership. We dig into why values-driven businesses attract the right clients and team members, why outsourcing is powerful when done well, and how authenticity plays a bigger role in operations and marketing than many people realise.

Key Takeaways:

• Outsourcing works best when you still understand what’s being done and why.
• Vision, mission and values are non-negotiable foundations – they guide decisions, hiring and even which clients you attract.
• Avoid creating a business you don’t want by regularly checking in with your goals and personal alignment.
• Mindset shifts are just as important as strategy shifts – your choices shape your business more than you realise.
• Authenticity isn’t just a marketing buzzword – it’s essential to creating a business that’s sustainable and fulfilling.

Action Steps:

1. Revisit your mission, vision and values. Are they still true for you and your business?
2. Audit your outsourcing – are there areas where you’ve handed over too much without understanding what’s being done?
3. Consider where your business is reactive rather than intentional and identify one change you can make this quarter.

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

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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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Verification on social media sounds like a badge of credibility, but is it really worth your money, data, or peace of mind? In this episode of Marketing Espresso, I unpack the truth about Meta and LinkedIn verification and why I personally won’t be handing over my cash or passport details anytime soon.

Remember when the Instagram blue tick was a symbol of influence and credibility? It used to mean you’d built a large following and had a presence worth protecting. Fast forward to today and anyone can pay for it, which strips it of the trust it once carried. Platforms like Meta have found a way to monetise what used to be free, asking businesses to pay for verification in return for supposed benefits like better customer service and algorithm support. But do these perks really exist?

On the LinkedIn side, verification doesn’t cost money it costs something more valuable: your personal data. To get verified, LinkedIn requires you to hand over your passport. In a world where major companies are hacked regularly, that feels like a risk that far outweighs the reward.

The key takeaways from this episode are simple:

• Verification isn’t a magic ticket to success. Unless you’re seeing clear ROI from the platform, paying for a blue tick (or giving away your most sensitive data) may not be worth it.
• Your data is currency. Every free platform makes its money by selling access to you, your habits, and your information. Think carefully before you give them more than they already have.
• Focus on what you can control, building a marketing ecosystem where your website, email list, and owned assets do the heavy lifting, while social media remains a secondary channel.

The action I’d encourage you to take is to review where your marketing time and money are being invested. Are you paying for verification, ads, or tools that aren’t bringing a return? Are you treating social media as your primary business driver instead of a supportive channel? If the answer is yes, it might be time to rethink.

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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Thought leadership has become a buzzword in marketing, but what does it really mean and how can businesses use it to their advantage? In this episode of Marketing Espresso, I’m joined again by Karen Chalmers, Vice President of Marketing at Interval, to unpack the real meaning of thought leadership and how to empower your team to step into it.

Karen has over 25 years of experience at the intersection of creativity, media, and marketing. She’s built strategies that drive brand awareness, optimise budgets, and lead teams to meaningful results. She’s passionate about empowering not just executives, but entire teams, to share their unique perspectives and expertise.

We dive into why thought leadership shouldn’t just sit with CEOs or founders, and how every team member, whether they’ve been in the industry for two years or thirty, has valuable insights to share. Karen shares her approach to guiding teams to start posting on LinkedIn, how to overcome imposter syndrome, and why a diversity of voices strengthens brand credibility.

The conversation also covers the fears that hold people back, from “what if my opinion is wrong” to “what about the trolls.” We explore how to reframe those fears, embrace experimentation, and see thought leadership as an ongoing journey rather than a one-off tactic.

Key takeaways:

• Thought leadership is not reserved for the top of the organisation. Every team member can contribute.
• Imposter syndrome is common, but opinions and experiences are never “wrong.” Sharing your perspective adds value.
• Fear of trolls or negative comments is real, but ignoring and not engaging is the best approach.
• Building confidence takes practice. Start small, with one post a week, and build from there.
• Organisations that empower their people to share thought leadership build stronger brands and deeper trust.

Actions you can take today:

• Encourage your team to create one LinkedIn post in their own words this week.
• Workshop thought leadership internally, offer support and feedback to build confidence.
• Think about your own “hill to die on” the topic or message you’re most passionate about sharing.

You can connect with Karen on LinkedIn.

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’m joined by Quinn Palmer from Grow Class to talk about something that’s often oversimplified but hugely important – how to build marketing foundations that actually work for your business. We explore why so many businesses jump into tactics too quickly, the trap of chasing shiny marketing tools, and why slowing down to get clear on your goals and audience will always deliver better results.

Quinn shares her experience working with brands who feel “stuck” in their marketing, either because they’ve been relying on outdated approaches or because they’ve been spread too thin across too many channels. Together, we unpack the importance of having a framework that keeps you consistent and confident in your decisions, even when the latest trend tempts you to pivot.

We talk about the difference between “activity” and “strategy” in marketing, and why so many small business owners mistake being busy for being effective. Quinn offers practical advice on simplifying your approach without losing impact, and how to create a plan that supports your business objectives – not just your social feed.

If you’ve ever felt overwhelmed by marketing, or you’ve wondered why your efforts aren’t converting into results, this episode is a must-listen. You’ll walk away with a better understanding of where to focus, what to measure, and how to build marketing systems that will work for you long-term.

Key takeaways from this episode:

• Your marketing strategy should be built around your business goals, not the other way around.
• Consistency beats perfection – start with what you can sustain.
• Saying no to certain channels or tactics is just as important as saying yes to the right ones.
• Understanding your audience’s needs is the best foundation for any marketing decision.
• Measurement and reflection are non-negotiable for long-term success.

Action steps you can take today:

• Review your current marketing activity and check if it directly supports your business objectives.
• Identify one channel or activity to double down on for the next three months.
• Create a simple measurement plan to track the metrics that matter most to your business.
• Schedule regular time to review your marketing, adjust, and refine.

Connect with Quinn

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 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

Send us a text

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