Marketing: Content Marketing for VO – Part 1

with Pamela Muldoon

VO Boss and Host Anne Ganguzza is joined by Pamela Muldoon, a veteran Content Marketing consultant and VO talent. What is Content Marketing and why should every VO talent better understand this form of marketing? Get the content marketing basics on this episode of VO Boss! There was so much to talk about, we had to split it into two episodes. Get ready to take copious notes and listen to Content Marketing for VO Part 1!



Takeaways

Quick Concepts from Today’s Episode:

  1. What is Content Marketing and why should VO talent care about this form of marketing?

  2. VO talent need to take on a content marketing mindset.

  3. Stop marketing to each other and create content that solves a problem for your target audience.

  4. You have to know who your buyer is; who is it that is actually purchasing your voiceover services?

  5. You must define your buyer persona and align that persona to a customer journey.

  6. Follow the new rules around email marketing. It’s just going to continue to become the norm vs. the exception.

  7. Let’s use a real-world example to show how to create a content marketing approach.

  8. Create a problem/solution list of that your target audience has around your industry and services.

  9. Make what you do easy for your client. Knowing your persona will ensure you are doing what makes their life easier.

  10. Content can be the lead magnet that drives your buyer persona into your database.

  11. Content done well can be a great way for your audience to be found via SEO, keywords, etc…

  12. The fear of other talent within your industry to take your content and re-use it comes from a scarcity mindset vs. abundance mindset in your business.

  13. You may be special in how you create and deliver your content, but in the end, the majority of your content is not a brand new idea. But only you can be you.

  14. Build an audience from your content and they will see you as the ‘go-to’ person for that information.

  15. Content marketing forces us to think bigger and become more creative with how we market to our target audience.


Referenced in this Episode

Direct links to things we brought up +


Read Anne’s Blog on email marketing
Reap the rewards of direct marketing with a VO BOSS Blast
Check out Pamela Muldoon’s Website
Recorded on ipDTL
Awesome editing by Carl Bahner

Transcript

>> 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 has top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Welcome, everybody, to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with special guest host Pamela Muldoon. Hey Pamela!

Pamela: Woohoo! Crowd goes crazy, Anne. [laughs]

Anne: Thanks so much for joining us.

Pamela: Oh, you’re so welcome. It’s great to be here. I’m excited to be a part of the show.

Anne: Pamela is such a treat. I’m super pumped to have Pamela as part of our content marketing series. Let me tell you a little bit about Pamela as per her bio which is amazing, by the way. Guys, we have a bio podcast. If you don’t realize how important your bio is, go back and listen to that. But anyways, I’m always in awe of Pamela because she’s been working in the content marketing world for, oh my goodness, I want to say at least 20 years. Pam, Is that correct?

Pamela: I’ve been doing marketing believe it or not for 30 years.

Anne: Look at that.

Pamela: I’ve been in content marketing since it became an industry in about 2010, is when it really became an industry. Probably before that there were some digital presence of this thing called content but it hadn’t actually formulated as an industry until about 2010, 2011.

Anne: Well, let me tell you what struck my eye in your bio here, and we’re gonna talk about content marketing in this episode. You’ve 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. Man, that’s good stuff. I’m super proud of you, Pamela.

Pamela: Thank you.

Anne: Like a mother.

[both laugh]

Pamela: You’re so sweet. Thank you.

Anne: You’ve also been professionally podcasting since 2009, and you hold this very special place in my heart because, BOSS listeners, I don’t know if you’re aware, but back in the beginning of BOSS, Pamela and I actually were kind of the grassroots foundation. I had Pamela on board to help me develop the podcast as we had envisioned it, and really, Pamela was an amazing help to me because of her experience in podcasting. And unfortunately at the time, I believe you were relocating for a job and then it became a full-time thing. And so you ultimately didn’t end up being a cohost with me for a while, actually until now.

Pamela: Yeah. So I believe, you know, everything is perfectly timed for a reason, right?

Anne: Yeah, exactly.

Pamela: But you’re right. Yeah. I watched a growth and the way this podcast has been thrown out into the world with a little bit of, you know, motherly love as well. [laughs] Because yeah, that was a couple of years ago, four years ago actually , Anne. Can you believe that?

Anne: I know. God.

Pamela: Four plus years ago, we started to have these discussions around what would this podcast look and feel like, and what is it that you really wanted to create to reach this important audience. It has been wonderful to watch it and I’m so excited to finally get to share the mic with you.

Anne: Yay! And of course, Pamela is also a voiceover talent for those of you who are not familiar. So not only is she a completely amazing content marketer, she’s also a voice actor and now my special guest cohost. I would love to talk to you about content marketing. If you can tell us a little bit about content marketing, what is it and why is it important for us as voice talent, for our business.

Pamela: Content marketing, we’ve all been involved in it in some way, shape or form. We may not just have called it specifically what it is, right? So if you have a blog or if you’ve been doing social media on a consistent basis, all of that kind of falls under the realm of content marketing. What’s critical to understand is the word marketing. That there is – as someone who has worked in marketing for three decades, there’s all of the stuff you do, but if it doesn’t have some direct result and intent to someone buying or purchasing from you, then it’s just doing stuff, right? It’s when you add this marketing element that there’s an intent for there to eventually be a conversion to a purchase or a sale, and that’s where content marketing – sometimes you’ll just hear the words just content strategy, and that’s a slightly different way to look at this because once you throw the word marketing in, there’s an intent that there’s a purchaser on the other end. Does that make sense?

Anne: Yeah. And I think it’s important to mention that most people, when they get into voiceover, probably one of the most important things that they have to really get set up and start doing is marketing themselves. I know for a lot of people, it’s a scary thought, let alone content marketing. Marketing alone is a scary thought. And I think you really have to get yourself into a mindset of, you know, being able to market your business, and content marketing is a huge part of that.

Pamela: It really is. It involves a few different kind of elements that are critical that you might think of as separate but they’re all equal. And so of course there’s the SEO factor, anytime we’re doing something digitally and we have keywords, key phrases, content becomes a big piece of that, but the other part of this, and I think it’s really a struggle especially for voice actors, is we tend to, we tend to be able to write about what it’s we do rather than writing for how we solve problems. Does that make sense? [laughs]

Anne: Yeah.

Pamela: And that’s really, you know, as we work together on our series, Anne, I want to touch more on that, with the importance of really understanding your audience, how it plays into what we call a customer journey and how you align the solution you provide with the problem that your audience has. That’s at the end of the day what all good marketing does, but when you bring it into content, it means you have the ability to create information, education, etc. either through the power of text, audio like we’re doing in a podcast, or video, where you can reach that audience and do some education information, but it’s got to align to what it is, their problem or solution is. Not necessarily just all about you, if that makes sense.

Anne: I love that because as a demo producer I’ve always gone on to say, who are you producing your demo for? It’s not really for other voiceover talent. It’s for your buyer, and you have to know who your buyer is. And I think that’s super important.

Pamela: And you work specifically, much of the time, right, I have attended some of your wonderful training sessions on the e-learning, corporate narration market for example, right?

Anne: Right.

Pamela: And I think it’s a perfect market to talk about this as an example because there, you’re reaching people who are not voice actors, right.

Anne: Right.

Pamela: They’re not voice production talent people for the most part. Once in a while, you get lucky. [laughs]

Anne: They have their own agenda, right. They have their own agenda.

Pamela: They have absolutely a different agenda. Their day to day becomes absolutely critical to how you spend time marketing to them, right?

Anne: Yes.

Pamela: And so in future conversations we’re going to have as part of this series, I want to break down the importance of developing a buyer persona. Sometimes it might be referred to as an avatar on the Internet. I just always think of the movie, so I don’t like to use that word. I find blue creatures in my head [laughs] Like no. It kind of messes with my idea of a person, a persona. And then of course the customer journey really understanding how the person you’re talking to goes about the stages of purchasing a product or service that you provide. And it’s a little more work than most of us are used to when it comes to the marketing process. We tend to think, I’ll just get a list, or I’ll start emailing, but even that – you know this, with all of the changes going on with laws from the recent changes with California to what happened with Europe and things like this, we have to be really cautious about what we’re doing in terms of email marketing, and content marketing is your answer. It’s your absolute 100% total answer how to embark and grow your database 100%.

Anne: BOSS Blasts, we actually do marketing for creatives. We actually had to have a policy change. There was a policy change, the people we obtain our list from. So again it became more stringent, more strict. We of course had to make adjustments as well. If you don’t, I’ll tell you what, it’s one way to go from company to no company in a split second, by not following these policies and procedures and adhering to those laws.

Pamela: And actually, I think, you know, even though we’re hearing it from Europe did their recent, you know, a couple of years ago, California just implemented, this is going to become the norm. It’s not going to be the exception. This is going to become the norm. So what does that mean? It means you have to have double opt in. It means you can’t email me unless I chose to opt into your database, things like that. Even if you’re getting a list, you’ve got to be really careful how you go about connecting with those people because you never know when there’s that one person who got just one more email too many.