If your social strategy is only focused on content pillars, you’re probably leaving reach and engagement on the table.

In this episode of What’s Hot in Digital, James is joined by WHD’s Head of Organic Social, Kayla, to break down the difference between reach content and nurture content — and how finding the right balance between the two can drive real brand growth.

This is the framework we use across all of our organic social clients to grow audiences and build brand loyalty without relying on paid ads.

What we cover:

• The difference between reach content and nurture content
• Why most brands get stuck posting only one type
• Examples of high-performing reach and nurture content
• How to structure your content calendar for consistent growth
• What metrics actually matter when it comes to organic social

Whether you’re managing your own social media or leading a team, this episode will give you a clear structure to build a smarter strategy.

Want an organic strategy that actually grows your audience and drives conversions?

WHD helps brands build high-performing organic content across TikTok, Instagram and more.

Visit https://whd.au to get in touch.

Hosted by James Walker, Managing Director at WHD

Guest: Kayla Sylvester,  Head of Organic Social at WHD

Google Ads is rolling out a new AI-powered feature called AI Max — and it could signal the next big shift in how search campaigns are run.

In this episode of What’s Hot in Digital, James is joined by WHD’s Google Ads Specialist, Brent Neale, to break down everything we know about AI Max so far, how it compares to Performance Max and DSA, and what advertisers should expect once it’s live.

This isn’t just another feature — this could change how you structure your search strategy entirely.

What we cover:

• What AI Max is and how it differs from standard Search and DSA
• Why Google is pushing further into automation and AI
• How AI Max pulls in data from across your entire ad account
• What we still don’t know (but need to watch for)
• Key questions around reporting, bidding and campaign structure

If you’re spending money on Google Ads, you need to know how this will affect your account — before it rolls out.

Need help navigating the latest changes in Google Ads?

WHD helps ambitious brands stay ahead with smart, scalable campaign strategies.

Visit https://whd.au to talk with our team.

Hosted by James Walker – Managing Director at WHD

Guest: Brent Neale – Senior Google Ads Specialist at WHD

Think your Meta Ads are driving new customers? Think again.

In this episode of What’s Hot in Digital, James is joined by WHD’s Senior Paid Social Specialist, Thom Riley, to break down one of the most common issues we uncover when auditing ad accounts: budgets being quietly burned on existing customers instead of acquiring new ones.

We’ll walk through the strategies we use to reduce wasted spend, take back control of your targeting, and scale new customer acquisition profitably.

Here’s what we cover:
 • How to properly exclude existing customers using Klaviyo and Shopify
 • Why A+SC campaigns are often over-reporting performance
 • Where to set audience rules inside Meta’s backend (and what to avoid)
 • How to read the “New vs Existing Customer” breakdown in Ads Manager
 • What to expect when shifting to cold audiences — and how to structure for success

If you’re serious about growing your customer base and scaling with Meta Ads, this is a must-watch.

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Want to stop wasting budget on warm traffic and finally scale cold acquisition?
WHD builds paid social strategies that drive real growth — not just inflated ROAS.
Visit https://whd.au to talk strategy.

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Hosted by James Walker – Managing Director at WHD
Guest: Thom Riley – Senior Paid Social Specialist at WHD

If you’re not checking your negative keywords regularly, your Google Ads campaigns are leaking budget — fast.

In this episode of What’s Hot in Digital, James is joined by WHD’s Google Ads Specialist, Tia Scott, to break down the exact negative keyword process we follow to clean up traffic, improve conversion rates, and get more out of every dollar spent on Google Ads.

We’re not talking theory — this is the day-to-day work that actually drives better results.

Here’s what you’ll learn:

Why most accounts waste budget on irrelevant or low-intent searches

How to properly structure your negative keyword lists

What to look for in your search query reports

Why match type matters when negating terms

The weekly process we follow to maintain high-quality traffic

Negative keyword work might sound boring, but it’s one of the highest-impact things you can do inside an ad account — especially when you’ve just taken one over or are starting fresh.

Tired of irrelevant clicks and wasted ad spend?
WHD helps ambitious brands run high-performance Google Ads campaigns that convert.
Visit https://whd.au to talk strategy.

Hosted by James Walker – Managing Director at WHD
Guest: Tia Scott – Google Ads Specialist at WHD

Thinking about using content creators to boost your brand’s reach and credibility?

In this episode of What’s Hot in Digital, WHD’s Social Media Coordinator, Miller Kerta, joins James to unpack how brands can source, brief, and manage creators to get high-performing content — without inflated costs or overhyped influencer deals.

Whether you’re running paid ads or building your organic presence, this episode will show you how to do creator partnerships the right way.

Here’s what we cover:
• The difference between creators, influencers and ambassadors (and why it matters)
• How to find aligned creators that actually convert
• What to include in your outreach to get responses from high-quality talent
• The contract terms you must include to protect your brand
• How we manage creators to ensure content gets delivered on time, on brief, and on budget

Tactical advice. Real examples. Proven processes that work.

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Want help building a scalable content creator strategy?
WHD manages creator sourcing, outreach and content delivery end-to-end — so your brand gets creator content that actually performs.
Visit https://whd.au to learn more.