How I Doubled Australia’s Largest Franchise Network Using Content Marketing

As Chief Marketing Officer at Jim’s Group, Australia’s largest franchise network with over 5,600 franchisees, I’ve had the unique opportunity to transform how franchise brands approach digital marketing.

Over the past five years, our strategic content approach has doubled the network size, proving that authentic storytelling and consistent execution can revolutionise franchise recruitment.

I shared everything on the franchise buyer podcast in this interview.

Starting From Zero: Building a Content Foundation

When I took over Jim’s Group’s social media in 2019, we had virtually nothing. A dormant Facebook page, an empty Instagram account, and a YouTube channel with sporadic uploads from years past. Most franchise brands face this same challenge when starting their content journey.

The key was treating content as a long-term investment rather than expecting immediate results. I focused on creating authentic “day in the life” content featuring real franchisees, weekly live streams, and comprehensive coverage of different divisions within our network.

My early strategy included:

• Prioritizing Jim’s Group as the umbrella brand for all recruitment content
• Filming extensively in the field with franchisees
• Building a content library that prospects could consume over months
• Maintaining consistency even when results weren’t immediately visible

The breakthrough came after 12-24 months when franchisees began telling us they’d watched our content for six to nine months before making their investment decision. This validated my belief that franchise opportunities Australia require extensive trust-building through quality content.

The Power of Founder Personal Branding

One of my biggest discoveries was the untapped potential of founder personal branding in the franchise space. While corporate pages struggle for engagement, personal profiles naturally attract followers and build genuine connections.

I’ve grown Jim’s founder’s LinkedIn to nearly 40,000 followers by focusing on authentic storytelling and direct engagement with prospects.

This business franchise approach recognises that people invest in people, not just business models.

Personal branding delivers results because:

• Prospects prefer following individuals over corporate accounts
• Personal stories create emotional connections with potential franchisees
• Founders can address concerns more authentically than corporate messaging
• Individual profiles have better organic reach on most platforms

The contrast is stark when you consider how people behave on LinkedIn. They’ll connect with you personally but rarely follow your company page when asked.

Creating Content That Actually Converts

My content strategy revolves around addressing real franchisee questions and concerns repeatedly. Rather than avoiding difficult topics, I embrace transparency by tackling misconceptions head-on.

For Jim’s Group, this means consistently addressing fee structures, earnings expectations, and operational requirements. I’ve learned that franchise investment decisions require extensive education, and content serves as the primary vehicle for building that understanding.

My approach to high-converting content:

• Using negative comments and feedback as content inspiration
• Leveraging AI tools to generate variations of common questions
• Creating long-form interviews instead of traditional testimonials
• Posting multiple times daily to maximize data collection and reach

YouTube has become our primary trust engine, with videos from years ago still generating franchise leads today. This demonstrates how quality content creates lasting digital assets that provide ongoing returns.

Practical Advice for Franchise Brands

For franchise brands looking to replicate our success, start with YouTube as your foundation platform. It offers the best SEO benefits, content longevity, and trust-building potential for profitable franchise recruitment.

Focus on consistency over perfection. I post eight times daily across platforms now, but started much smaller. The key is maintaining regular content production rather than creating sporadic, highly polished pieces.

Don’t underestimate the power of repetition. The same questions arise constantly in franchise recruitment, and addressing them repeatedly through different content formats helps build comprehensive resources for prospects.

My framework for franchise content success:

• Establish YouTube as your primary platform
• Develop founder personal branding alongside corporate content
• Address common objections transparently and repeatedly
• Create long-form content that tells complete stories
• Maintain consistency for 12-24 months minimum

The transformation I’ve led at Jim’s Group proves that strategic content marketing can fundamentally change how franchise brands attract and convert prospects. By focusing on authentic storytelling, consistent execution, and transparent communication, any franchise brand can build the trust necessary for sustainable growth in today’s digital marketplace.

Want to learn more about building content strategies for franchise growth? Connect with me on LinkedIn, where I regularly share insights about franchise marketing, digital strategy, and business development based on real-world experience with Australia’s largest franchise network.