Marketing: Content Interrupted

with Pamela Muldoon

Boss Anne Ganguzza welcomes a new special guest co-host: Content Strategist and VO Actress Pamela Muldoon! Pamela has been listed as one of the Top 50 Women in Content Marketing and named one of the 20 Women to Watch from the Sales Lead Management Association (SLMA). Her success formula incorporates a winning combination of marketing tech, data, and storytelling through content development. Pamela will be with us for a series on content marketing and how it can help elevate your business, like a BOSS! This week we’re talking about marketing in the time of COVID-19. Pamela and Anne discuss the “new normal” for content marketing and how to adapt in “these trying times”.


Quick Concepts from Today’s Episode:

  1. At the end of the day, if you have content that your audience is seeking or needs to hear, then you’re going to build an audience.

  2. When the pandemic first started, all of the commercials started to sound the same

  3. All of the commercials with “we’re here”, was the company’s ways of being sensitive

  4. Ads are now reflecting the reality that we live in, with curbside pickup, etc.

  5. Brands know they have to get back to business. You can’t just live in the “unprecedented time” mode for a year.

  6. People are looking for hope. The message and the voice that goes with that message is one that requires a sense of hope.

  7. Marketing messaging is adjusting to what is happening; from addressing how to buy from them, to what is open, to what to expect next.

  8. Your audience is online now more than ever. Are you out there sharing your information? Sharing your story?

  9. You must pay attention to the marketing climate when planning your campaigns

  10. People are getting angry or tired, and looking for some form of hope

  11. The voice performance has also had to evolve during this crisis

  12. You’re still marketing to sell a product and service in the long run, but there’s a very different story to get there

  13. Now more than ever, content marketing is critical

  14. Businesses are scared — they need to keep afloat

  15. There’s definitely going to be an evolution of businesses that do survive

  16. Technology companies are thriving, while retail suffers.

  17. Online businesses have a leg up

  18. You need to get yourself to an online business in order to be able to survive

  19. The benefit of this crisis is the emergency can make plans to move online happen in a faster way than the original plan

  20. We all have the ability to make change happen, it’s these urgent opportunities that push this change to happen more quickly

  21. If you want to survive, your company will have to pivot, make changes

  22. If we’re not willing to make a change or put in extra effort to stay afloat, it’s probably not worth your time to stay in voiceover.

  23. We all have the ability to make change happen. When urgency forces us, it also proves to us we can make a change.

  24. Is it a ‘new normal’? What do you need to be doing to move into the new future of work.

  25. The domino effect of high unemployment will affect the opportunities of work in the near future.

  26. How companies handle their employees and their messaging during this time will play into how some customers will or will not continue to buy or purchase from them.

  27. Pay attention to what industries are growing during this time and how can you connect to companies associated with these industries.

  28. It takes effort to evolve and pivot your business to accommodate the “new norm” (which is still evolving)

  29. The month of May has had 20% employment, so you have to take into account the domino effect

  30. As a brand, you have the potential to really build a narrative around this crisis

  31. We spend our money based on our morals, beliefs, and value systems

  32. People are seeing the morals, ethics, and, values of companies when their backs are against the wall

  33. Almost any company (especially large companies) that got the money from the SBA, came under fire for taking this money

  34. Just asking yourself the questions about how you will survive, puts you at an advantage as a business owner

  35. There’s a lot of things we are experiencing that will never go back to 100% the way they were before

  36. Study the market — see which companies are thriving and what they’re doing

  37. Make sure you have a professional studio set up. Work from home is the ‘new normal’. Are you prepared?

  38. If you can hone your skills, take some time now to do it.

  39. Give yourself some grace during this time. Breathe, relax. Do what you can do when you can do it. But then…DO IT!

  40. It’s ok if all you’re doing is surviving right now

  41. Emotional times make things more unpredictable

  42. We need to give ourselves grace

  43. It’s ok to take a step back as a human being and say “today, I give myself grace”

  44. You don’t have to use every moment to be productive. Do what you can, when you can

  45. Look to what industries are ramping up

  46. This crisis provides an opportunity to educate, through the power of content marketing, of how VO Artists can help and service

  47. This is your opportunity to build relationships. You’re not selling. You’re just providing

  48. This is an opportunity to be the storyteller

Referenced in this Episode

Direct links to things we brought up ++

Find out more about Pamela Muldoon
Get your studio up to date with Tim Tippets or George Whittam
Recorded on ipDTL
Badass editing by Carl Bahner


>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with a brand-new special guest cohost Pamela Muldoon. Woo-hoo! Hey Pamela. [laughs]

Pamela: Hi, Anne.

Anne: Pamela, thank you so much for joining me. Let me tell you BOSSes out there about Pamela. First of all, I’m just over the moon that Pamela is joining us, a wealth of information, stuff that we really need to know [laughs] now in order to really keep evolving and keep growing our businesses. Pamela is a content strategist, oh, in addition to an extremely talented voice artist, a content strategist and has been listed as one of the top 50 women in content marketing, named one of the 20 women to watch from the Sales League Management Association, has been professionally podcasting – woo-hoo – since 2009 and has also helped dozens of podcasters along the way, former podcast network for Content Marketing Institute and has a new show coming up, actually. Is it “Content Marketing 360,” Pam?

Pamela: It is. It’s a relaunch of an old show actually.

Anne: I’m going to look forward to listening to that. And she’s here with us for the next few weeks to talk about marketing. Pamela, thanks again for joining us, and wow, we’ve got a lot to talk about.

Pamela: We do. I’m excited to be here, you know, being a voiceover professional as well, obviously near and dear to my heart. You know, I work in the marketing space a lot and have done so for a long time.

Anne: I wanted to mention too though that Pamela back in the day, 3.5 years ago, Pamela was one of my initial, practically founding member of VO BOSS, but it just didn’t end up where Pamela – Pamela, you were actually working full-time as a content strategist. So you never really were on the podcast until now. But that’s why I’m so excited to have you now. But you were very, oh my gosh, you were very instrumental in the beginning stages of VO BOSS and helping me to brainstorm, you know, what type of podcast I could have. I’m just going to admit to everybody out there, that I was like, I had never podcasted before. And Pamela, you were such a great help to me in the beginning about navigating these waters. Because podcasting isn’t as simple as, I think, people expect it to be.

Pamela: No, it’s not just flipping on the mic, my goodness.

Anne: Exactly. So thank you for that.

Pamela: Oh, you’re so welcome. And I’ve watched these last 3.5 years with a, you know, kind of on the sidelines like watching –

Anne: Like a proud mother –

Pamela: – your child at soccer, a soccer game, you know. I’m the soccer mom of VO BOSS.

Anne: There you go.

Pamela: It’s been great to see the success of the podcast, and I had no doubt it was going to do well, because at the end of the day, and I know this is part of why I’m on for the next few weeks, at the end of the day, if you have excellent content and information that your audience is seeking or needs to hear, in this case, hear, right, then you’re going to build an audience. It sounds simple. [laughs]

Anne: It sounds simple, but yet putting all of the steps into execution is yet another story. But yeah, thanks so much for all your help. Now I get to have you as my special guest cohost, and we get to talk about marketing in this very critical time… or times. Everything is just so insane. It’s a good time to actually talk about marketing and how things have changed before we really get into the nuts and bolts of what you and I are going to talk about, and that would be content marketing. So Pamela, let me ask you, what are you seeing now in terms of marketing and how it’s changing during this crazy pandemic and evolving during this pandemic?

Pamela: Yeah. You know, it’s interesting in that there’s a couple of different, I guess, routes or roads that brands are starting to take. I think when the pandemic first was a thing, and we were all starting to self-quarantine and the social distancing and all of that, it was all about, I think we can kind of joke if we hear more ad, “in these, you know, unprecedented times,” or you know, “these uncertain times” kind of thing, but I think for brands, it was their way of saying we’re here. You don’t want to be tone deaf and go, “hey, just buy my car,” or –

Anne: Oh yeah, especially now.

Pamela: Exactly. Then we started to progressively see the, what I internally call the new normal reaction, which is curbside pickup, takeout. You know, like we’re starting to see the ads that coincide with the life that we live and this, what we want to be short-term, but to your point there’s a question mark as to when will this be done, right?

Anne: Yeah.

Pamela: And it’s hard to navigate how it’s going to adjust. But I also am starting to see that brands are, they’re not necessarily coming right out with the hard sell, but they’re starting to bring to the forefront, I don’t want to say business as usual, but they know that they have to getting to business as usual in some way.

Anne: Well yeah.

Pamela: Because you can’t just live in the unprecedented time mode for a year. [laughs]