In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Brendan Kane, viral strategist and author of One Million Followers, for a deep dive into the art and science of making content go viral.

Going viral often feels like marketing mythology,something bosses ask for, but few can explain or deliver. Brendan, however, has built a career proving that virality isn’t luck. It’s repeatable, measurable, and rooted in storytelling structures that have worked for decades.

Brendan shares the behind-the-scenes thinking that led to his experiment growing an audience of 1 million followers in 30 days, starting from scratch, without a team, celebrity status, or advertising budget. More than a vanity metric, the project was a proof-of-concept for a framework that now helps brands, creators, and entrepreneurs reliably generate massive reach and meaningful engagement.

Why qualitative analysis - not just views and clicks, holds the key to repeatable success

The power of storytelling formats like “Man on the Street” and “Two Characters, One Light Bulb”

How to match your brand’s resources and personality to the right format

Why volume isn’t the answer, and what quality actually means in the age of AI and infinite content

Why originality is overrated, and how proven formats unlock creativity instead of limiting it

How even “boring” industries like tax, insurance, and leather craftsmanship can thrive on social media

The truth about “frequency myths” and how creators burn out chasing quantity over story

Why format mastery trumps trend-chasing—and how sitcoms, Spielberg, and social media are more alike than you think

Brendan also breaks down his format-matching process, built from over 10,000 hours of research and analysis of 300+ viral content structures. His agency works with individuals and brands to identify the storytelling structures that resonate most with their audience, and helps them build repeatable, on-brand content that doesn’t just go viral, but converts.

This conversation flips conventional marketing wisdom on its head, challenging the obsession with originality and encouraging marketers to focus on structure, story, and strategic authenticity.

Virality isn’t random, it’s engineered through proven creative models

Storytelling formats provide containers for creativity, not limitations

Format mastery enables faster growth and deeper audience trust

Business outcomes must be baked into your content strategy from day one

Social media isn't just another channel, it's the ultimate storytelling platform

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/how-to-go-viral

📩 Join the free newsletter for access to Daniel’s monthly live sessions: https://targetinternet.com/newsletter

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.

• 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.

• 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: https://targetinternet.com/resources/ai-copywriting-and-claude

📩 Join the free newsletter for access to Daniel’s monthly live sessions: https://targetinternet.com/newsletter

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.

• 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: https://targetinternet.com/resources/strategy-branding-and-taylor-swift

📩 Join the free newsletter for access to Daniel’s monthly AI agent live sessions: https://targetinternet.com/newsletter

In this special solo edition of The Digital Marketing Podcast, Daniel introduces a new regular feature: a fast-paced roundup of the most critical AI and digital marketing news. With the rate of change accelerating across platforms, tools, and marketing strategy, it’s never been more important to stay ahead, and this episode helps you do just that.

Daniel covers the latest developments from Google, Meta, OpenAI, LinkedIn and more, offering practical commentary on what they mean for marketers right now. From ChatGPT’s new operator functions to Google’s AI-powered search evolution, this episode is packed with insight on how AI is reshaping digital marketing roles, content, advertising, and SEO.

ChatGPT’s new Connectors and Deep Research tools
Now you can give ChatGPT secure access to your Google Drive, SharePoint, email, and even CRM platforms like HubSpot. Daniel explains how this lets you build bespoke knowledge bases and bring real organisational context to your AI workflows.

Operator: OpenAI’s first real step into Agentic AI
Forget just generating content, Operator can now browse the web and perform actions like posting content or interacting with platforms. Daniel unpacks what this means for junior roles in marketing, and the wider implications for talent development and job design.

AI Mode and AI Overviews in Google Search
Google is rolling out AI Mode in search results and now has AI Overviews live in 200 countries. Daniel explores what this means for search strategy, SEO, and advertising - especially as Google plans to inject ads into these AI responses.

Meta’s Advantage+ and the death of manually-built ads?
Meta claims its AI-generated ads are outperforming those built by humans, with 100% AI-driven campaign automation arriving in early 2026. Daniel explores the real ROI implications and the future of agency relationships in a world of automated campaign builds.

LinkedIn integrates with Adobe Express
Daniel explains how new creative integrations are streamlining video ad production and what that means for in-house and outsourced content teams.

Through it all, Daniel calls for a conscious approach to adopting AI: how to upskill teams, protect strategic thinking, and build marketing operations that are more human, not less.

AI tools like ChatGPT are now organisationally aware - marketers must learn to harness them.

Search is changing fast, but traditional SEO fundamentals still matter.

Automation is pushing paid media roles toward strategic oversight, not just execution.

AI is starting to replace, not just augment. some junior marketing roles.

The brands that thrive will be those who rethink job design and talent pipelines now.

🎧 Listen now to get ahead of the curve with the latest AI news and marketing implications.

📥 Access the show notes, tools, and links at: targetinternet.com/podcast

📩 Join the free newsletter for access to Daniel’s monthly AI agent live sessions: https://targetinternet.com/newsletter

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.

• 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.

• 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: https://targetinternet.com/resources/complete-guide-to-keyword-research

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.

In this episode of The Digital Marketing Podcast, Daniel dives into the world of agile marketing, exploring how a new methodology is helping marketers launch strategic, high-impact campaigns at pace, without compromising on quality.

Joined by Peter Abraham (former Econsultancy leader and founder of Crank), alongside Katherine Torrance and Claire Pankhurst, the creators of Supercharged Marketing Sprints, Daniel unpacks a new approach to growth marketing that blends the speed of agile with the strategic rigour marketing has been missing.

The team explain how their 5-day sprint framework works in practice - coaching marketing teams to develop and launch live, multichannel campaigns in just a week. Unlike traditional brainstorming workshops that leave great ideas gathering dust, this sprint ends with a live campaign in market, backed by real data and customer insight.

Together, they explore how this approach helps businesses:

• Build high-performing campaigns under intense time constraints

• Cut through campaign chaos and internal delays

• Deliver strategic focus without sacrificing speed

• Align stakeholders quickly around a shared goal

• Create minimum viable campaigns (MVCs) that actually launch

More than just a framework, this is a practical, tested process grounded in real-world experience. Peter shares his initial scepticism, and eventual surprise, at seeing these sprints succeed where other methods stall. Catherine and Claire outline how their structure gives marketing teams space for deep thinking and rapid deployment.

They also share how AI tools (like headline generation and campaign planning assistants) are used to speed up the creative process, while still relying on human judgement and strategic thinking.

This episode is packed with lessons for marketers frustrated by slow timelines, campaign bottlenecks, and chaotic execution cycles. Daniel and his guests lay out how to shift away from “tactics-first” thinking and instead build campaigns rooted in buyer insight, stakeholder alignment, and clear, testable outcomes.

• Why agile principles need evolution for modern marketing

• How 5-day sprints help teams go from messy ideas to market-ready campaigns

• The crucial role of stakeholder alignment and constrained planning

• How AI can complement (not replace) creative strategy

• How to build minimum viable campaigns with maximum impact

• Why fast isn’t enough—campaigns must be focused and aligned

Whether you’re a CMO looking for a faster way to deliver results, or a team lead trying to cut through the clutter, this episode offers an inspiring look at what marketing agility really looks like in action.

🎧 Listen now and get your complete step-by-step guide.

You'll find all links on TargetInternet.com

Show notes: https://targetinternet.com/resources/agile-marketing-hands-on

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.

In this episode of The Digital Marketing Podcast, Ciaran and Daniel explore the next evolutionary leap in artificial intelligencs - Agentic AI. As tools like ChatGPT and Gemini become more capable, we can go beyond content generation and enter an era where AI can reason, plan, take action, and even deploy code on your behalf.

Daniel shares his experience building an interactive Google Algorithm timeline, without any developer or designer help, and explains how tools like Manus (powered by DeepSeek) are revolutionising the way we build websites, visualise data, and even simulate digital marketing campaigns.

The duo dive into how agent-based systems can:

Solve complex, multi-step problems

Deploy fully interactive content and tools

Autonomously analyse, design and publish assets across platforms

The hosts expplore how this isn’t about using AI to do what you’ve always done, faster. It’s about reimagining what’s possible.

They challenge marketers to embrace the creative freedom these tools offer. From timelines and simulations to real-time research visualisations, this episode offers practical insights and inspiration for how to lead anbd not follow the next AI wave.

Key Takeaways:

Why ChatGPT Operator is a game-changer

The future of interactive content powered by AI

How to build a personal culture of learning and experimentation

Why creativity and human curation matter more than ever

🎧 Listen now and discover why AI Agents will change how you work.

You'll find all links on TargetInternet.com

Show notes: https://targetinternet.com/resources/ai-agents-hands-on-guide

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.

In this episode of the Digital Marketing Podcast, hosts Ciaran Rogers, Louise Crossley, and Daniel Rowles dive headfirst into a topic that’s reshaping the way brands grow online: creating brand advocates vs. hiring influencers.

💬 How do advocates impact GEO and SEO?
🤝 What makes a true brand advocate?
🧠 How do you build authentic loyalty that actually moves the needle?

You’ll learn why genuine, passionate brand fans are now more powerful than ever and how their voices cut through the cynicism surrounding traditional influencer marketing. From the rise of Reddit and forum-based recommendations, to the impact of AI-generated summaries and Generative Engine Optimisation (GEO), we explore why building trust and community beats buying attention every time.

Expect plenty of insight, some dubious banter, and even a few host mishaps (including a missing Daniel edit!) that prove just how engaged our audience really is.

Also covered:

Micro-influencers, creators, and the blurry lines between fame and influence

Practical strategies to encourage advocacy (without bribing people with mugs… or maybe with them)

Real-life stories from Liz Earle Beauty and other brands who nailed word-of-mouth

Why being a great friend might just be the best marketing strategy of all

👉 Whether you’re growing a startup or managing a global brand, this episode will get you thinking differently about influence, advocacy, and how to win hearts - not just clicks.

🎧 Listen now and discover why your biggest brand win might be sitting quietly in your DMs.

You'll find all links on TargetInternet.com

Show notes: https://targetinternet.com/resources/infuencers-vs-advocates-building-brand-advocacy

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.