109 Email marketing for thought leaders with Michelle Falzon, founder of We Are Content
- 49:06
- June 9th 2016
Michelle Falzon is the founder of We Are Content, a specialty content marketing consultancy that delivers strategic, content-centric digital conversion funnels for thought leaders such as speakers, authors, consultants and coaches as well as for business owners looking to position themselves as experts in their industries.
Michelle’s marketing campaigns and strategies have involved the sending of well in excess of 100 million emails and the production of more than 100 digital marketing funnels, attracting more than 50,000 people to live events and tens of thousands more into webinars, ebook signups and online courses, generating more than $40 million in revenue, for a variety of industries from IT, finance and property through to personal development, management consulting, hospitality and more.
In this episode of Reputation Revolution, Michelle debunks the myth that email is passé; indeed, she provides a compelling argument why email should form the centrepiece of a thought leader's business marketing efforts:
Email is "the ace in the hole", she says.
Michelle outlines her 'marketing mountain' framework, discusses why your email subscriber list is a digital marketing asset that needs to be respected, and explains the reasoning behind her 'no content without conversion' mantra.
Connect with Michelle via her website (http://wearecontent.com.au/) or on Twitter - https://twitter.com/michelle_falzon - or Facebook - https://www.facebook.com/yeswearecontent.
EARN THE RIGHT with Trevor Young
EARN THE RIGHT is your audio platform for reputation-based authority building — turning credibility into recognition, and recognition into opportunity.
Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.
Across four distinct (but inter-related) tracks —
- Crank The 3rd
- Pocket PR Essentials
- In The Arena
- From The Trenches
— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.
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1️⃣ CRANK THE 3RD
CRANK THE 3RD celebrates the Wisdom Economy — a world where depth, perspective, and lived experience fuel what’s next. It features conversations with inspiring midlife founders and professionals who are turning decades of know-how into opportunity: building meaningful ventures, shaping ideas, and designing work that matters.
2️⃣ POCKET PR ESSENTIALS
POCKET PR ESSENTIALS delivers short, sharp coaching sessions on building visibility and recognition — without the hype. Presented by Trevor Young, this audio playbook helps credible founders and solo professionals master PR, content, and digital communication to raise their profile and grow authority in a way that’s strategic, sustainable, and respectful.
3️⃣ IN THE ARENA
IN THE ARENA is Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up. Essential listening for entrepreneurs and professionals navigating the intersection of creativity, communication, and personal brand authority.
4️⃣ FROM THE TRENCHES
FROM THE TRENCHES presents deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today. Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.
You've put in the hard yards, now it's time to capitalise!
Earn attention. Build authority. Stay human.
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