Breaking the Marketing Mold: Scott Purcell of Man of Many On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Transitioning from traditional to innovative marketing often comes with a steep learning curve and internal resistance. Companies may struggle with organisational change and the challenge of measuring the impact of new strategies. The key is to start small, invest in training, and use data-driven experiments to gradually build confidence in new approaches — ultimately paving the way for a smooth transition.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Scott Purcell.
Scott Purcell, the Co-Founder of Man of Many and a CFA Charterholder, is a renowned figure in the media industry with a Bachelor of Commerce from the University of Sydney, majoring in Finance and International Business. Before establishing Man of Many, Scott honed his skills over 7 years at Westpac Institutional Bank as a Senior Financial Analyst. His entrepreneurial spirit was recognised in 2017 when he was a Finalist for Young Entrepreneur at the NSW Business Chamber Awards. With a special focus on technology, finance, whisky, and general lifestyle content, Scott has collaborated with leading international brands like Apple, Samsung, IWC, and TAG Heuer.
In 2024, his leadership and innovation were further acknowledged as he, alongside Frank Arthur, ranked #42 on the MediaWeek Power 100 List by MediaWeek. Under his guidance, Man of Many has earned numerous accolades, including being the first 100% Carbon Neutral & Climate Active Certified Digital Publisher in Australia. Under Scott’s leadership, the brand has also been recognised with major industry awards, such as Website of the Year (Mumbrella Publish Awards 2020, 2023, 2024), Event of the Year (Mumbrella Publish Awards 2024), Best Native Advertising (Digital Media Awards Asia 2024), and the B&T Award for the Planet (B&T Awards 2024). Additionally, Man of Many was honoured as the Best Media Platform at the B&T Awards 2023, cementing its position as a leader in the media landscape.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
I got started in marketing somewhat unexpectedly after spending several years in corporate finance. While working at Westpac, I realised that my true passion lay in creativity and storytelling. The spark came when my co-founder, Frank, and I began exchanging emails about cool products and lifestyle trends, which eventually led us to launch Man of Many as a way to share those discoveries with a wider audience.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The biggest shift has been the move from traditional, broad-based advertising to digital, content-driven marketing. When I launched Man of Many, the focus was on creating authentic, engaging content rather than relying on impersonal, mass-market ads. For example, rather than investing in expensive ad campaigns, we devoted our resources to building a platform centred on genuine storytelling — which resonated deeply with our audience and paved the way for sustainable growth.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Traditional marketing methods often use a one-size-fits-all approach, which can feel impersonal in today’s digital age. Consumers now expect personalised experiences that speak directly to their interests and values. By embracing innovative strategies, businesses can forge deeper connections with their audience, build a vibrant community, and ultimately stand out in a crowded market — a philosophy that has been integral to the success of Man of Many.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
One of the first major changes we made at Man of Many was to shift entirely towards content marketing. Instead of relying on conventional advertising, we focused on producing high-quality, authentic content that told real stories and offered genuine recommendations. This approach was quite unconventional at the time, but it allowed us to engage our audience on a deeper level and build trust from the very start.
What specific results did you see after implementing this change?
The results were both immediate and significant. Our readership began to grow steadily as people resonated with our authentic storytelling, leading to higher engagement on our articles and social media channels. We also saw improvements in conversion rates for our affiliate partnerships and a more loyal, returning audience — which ultimately contributed to the long-term success of our platform.
How do you ensure that these new marketing strategies resonate with your target audience?
It all starts with understanding our audience through data analytics and direct feedback. We experiment with various content formats — be it long-form articles, short videos, or interactive social media posts — and constantly refine our approach based on what resonates best. By maintaining a close dialogue with our readers and analysing engagement metrics, we’re able to adapt our strategies to meet their evolving needs.
Can you share an example of something you tried that didn’t deliver expected results or ended up becoming a financial burden, and what you learned from that experience?
Early on, we invested in a high-budget digital ad campaign that was designed to be as creative as possible. Despite the initial excitement and creativity behind it, the campaign failed to generate the engagement or conversions we had anticipated, ultimately becoming a financial burden. This experience taught us the importance of testing ideas on a smaller scale first, ensuring that innovation is balanced with a deep understanding of our audience’s needs — and that every creative endeavour should be backed by clear, measurable objectives.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
- From Traffic to Community — Building Creator Ecosystems:
Instead of obsessing over sheer clicks and page views, the focus now is on cultivating a loyal, engaged audience. At Man of Many, we’re shifting from the old “Traffic Era” to what I call the “Audience Era.” This involves building robust creator communities and membership platforms that foster genuine connections. For example, we’re rolling out a dedicated audio and podcast product along with a streamlined membership system. These initiatives are designed to deliver personalised experiences, deepen engagement, and transform our readers from passive visitors into active community members. By aligning our marketing efforts around community and authenticity, we not only boost engagement but also create an environment where every interaction builds long-term brand loyalty. - Embracing Immersive Video Content:
Video remains a powerhouse medium in today’s digital landscape — with 87.5% of Australian internet users engaging with video regularly. We’ve seen that immersive, story-driven video formats deliver high ROI, as 84% of consumers are influenced to purchase after watching a video. At Man of Many, we’ve tapped into this by launching thematic video series across platforms like YouTube, Instagram, TikTok, and even WhatsApp. Whether it’s our fitness series, culinary segments, or automotive innovations, integrating high-quality video content into our strategy not only grabs attention but also provides a rich, engaging narrative that resonates deeply with our audience. - Championing Sustainability as a Brand Value:
Sustainability isn’t just a buzzword — it’s an expectation that drives consumer decisions today. Our commitment as Australia’s first 100% Carbon Neutral digital publisher has shown that authentic sustainability initiatives can significantly differentiate a brand. By embedding eco-conscious practices into our operations and content, we not only appeal to the 85% of consumers willing to pay more for sustainable brands but also build a deeper emotional connection with our audience. This strategy transforms sustainability into a compelling marketing narrative that not only promotes our values but also drives growth through increased trust and engagement. - Enhancing Brand Awareness Through Full-Funnel, AI-Informed Strategies:
In an era where AI-driven search and personalised feeds are reshaping visibility, traditional brand awareness tactics are no longer enough. At Man of Many, we’ve embraced a full-funnel approach that balances immediate conversions with long-term brand equity. This means combining long-form, authoritative content with innovative digital campaigns that leverage data insights. By focusing on building trust and demonstrating topical authority — especially important in the age of AI — we create a brand presence that not only cuts through the digital noise but also remains resilient amid evolving search algorithms. Our strategic investments in brand-building initiatives have led to notable recognition, like winning multiple Website of the Year awards, underscoring the effectiveness of this approach. - Owning First-Party Data and Direct Audience Relationships:
With third-party cookies phasing out, the future of digital marketing is increasingly reliant on first-party data. At Man of Many, we’re harnessing this by developing systems that capture direct audience interactions — whether through newsletters, exclusive memberships, or interactive digital experiences. This strategy allows us to deliver highly personalised content and targeted advertising, which in turn drives more meaningful engagement and improves campaign ROI. By owning the data and nurturing direct relationships, we can adapt quickly to changes in privacy regulations and market conditions, ensuring that our marketing efforts remain both effective and sustainable in a rapidly evolving digital ecosystem.
Each of these strategies represents a departure from traditional, one-size-fits-all marketing approaches. By integrating community-building, immersive content, authentic values, AI-informed branding, and direct data engagement into our mix, we’re not just reaching audiences — we’re engaging them in a way that builds lasting loyalty and sets the stage for sustainable growth.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them
Transitioning from traditional to innovative marketing often comes with a steep learning curve and internal resistance. Companies may struggle with organisational change and the challenge of measuring the impact of new strategies. The key is to start small, invest in training, and use data-driven experiments to gradually build confidence in new approaches — ultimately paving the way for a smooth transition.
How do you measure the success and ROI of these new marketing strategies?
We use a combination of quantitative metrics and qualitative feedback to assess success. Key performance indicators such as engagement rates, conversion metrics, social reach, and revenue growth provide a clear picture of performance, while direct feedback from our audience offers invaluable insights into sentiment and brand perception. This balanced approach ensures that our strategies not only drive numbers but also foster meaningful connections with our readers.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
I see marketing becoming increasingly personalised and immersive, with advances in AI, augmented reality, and data analytics driving this transformation. Brands will create bespoke experiences that seamlessly integrate into consumers’ daily lives, moving away from traditional, disruptive advertising. Ultimately, marketing will evolve into an even more interactive and integral part of the consumer journey — where engagement is built on genuine connection and continuous innovation.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
I’d advise them to start experimenting on a small scale and to embrace the idea that change is not only inevitable but also an opportunity. Traditional methods have their place, but the digital landscape offers countless opportunities for more personalised and engaging approaches. By testing new ideas, measuring their impact, and learning from both successes and failures, leaders can gradually transition to innovative strategies that better connect with modern audiences.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
At Man of Many, we’re continuously pushing the envelope. One exciting initiative is developing a more integrated, personalized content experience on our digital platforms, utilizing AI to tailor recommendations in real time. We’re also exploring augmented reality features to let our readers interact with products in an immersive way, and planning a series of community-driven events that blend online engagement with offline experiences — each of which we believe will set new benchmarks in modern marketing.
How can our readers follow your work and learn more about your approaches to modern marketing?
Readers can keep up with our latest insights by visiting the Man of Many website and following us on social media. I’m also active on LinkedIn and Twitter, where I share my thoughts on digital innovation and emerging marketing trends. Additionally, subscribing to our newsletter is a great way to receive curated updates and exclusive content directly to your inbox.
This was great. Thank you so much for the time you spent sharing with us.
Thank you, Chad. It’s been a pleasure discussing the evolving landscape of marketing and sharing the innovative strategies that have helped drive success at Man of Many. I’m excited to see where the future of marketing takes us and look forward to connecting with more like-minded professionals along the way.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Breaking the Marketing Mold: Scott Purcell of Man of Many On 5 Innovative & Non Traditional… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.