Marketing: Content Marketing for VO – Part 2

VO Boss and Host Anne Ganguzza continues the conversation with Pamela Muldoon, Content Marketing professional and VO Talent. This is Part II of their content marketing conversation where they talk mindset to methodology. Learn some actionable steps you can take today to put your VO business on the right path with content marketing.


Quick Concepts from Today’s Episode:

  1. If you are wondering which type of content to create, you are asking the wrong question.

  2. What are the key questions to ask when starting with a content marketing strategy?

  3. What is the Content Ideation Process and how can I use this to develop the right content for my audience?

  4. Developing a Buyer Persona is the first step in creating great content.

  5. Aligning your Buyer Persona to a customer journey is an important step to ensuring you are getting the right content in front of your audience at the right time.

  6. The more focused you are, the more money you make.

  7. 60-70% of a sale actually happens online without ever actually talking to a person.

  8. Content attracts more qualified visitors to your website. Take the time to map out content and all of your marketing improves.

  9. Speak the language of your clients and they will trust you faster. Content marketing allows the ability for your audience to know, like and trust you.

  10. Content marketing, regardless of the type of content, can be the fastest and most efficient way to become an authority in your industry.

  11. Creating content in the way that people are searching will improve your SEO. Clients are buying through the power of search.

  12. Consider search when setting up your demos on your website.

  13. Don’t let technology hold you back. Content starts with you and its imperative to get content on your website that matters.

  14. Quality of content vs. quantity of content: Which is more important? It’s critical to find the balance of quality and consistency to gain real traction with content marketing.

  15. Quality content is critical to attracting your qualified leads.

Referenced in this Episode

Direct links to things we brought up +

Find out more about Pamela Muldoon
Check out Voice Actor Websites to boost your SEO
More content marketing advice from our previous episode with Andy Krainak of Team Gary V!
Learn about Orbit Media
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: Welcome, everybody, to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my special guest cohost Pamela Muldoon. Hey Pamela!

Pamela: Hey. Hi, Anne.

Anne: How are you?

Pamela: I’m fantastic. Fantastic. It’s so fun to be here. Thank you.

Anne: I know. I’m so glad you’re here and so glad to pick up on our conversation from our last podcast which was all about content marketing. Consider that our content marketing part one, content marketing mindset. So now that we talked a little bit about what content marketing is and how to get into the mindset of how we can present our content to our potential clients, how do we actually get started? Like what’s the methodology?

Pamela: Yeah.

Anne: Let’s go from mindset to methodology.

Pamela: I love that. Mindset to methodology.

Anne: Yeah.

Pamela: Fantastic.

Anne: Put it into action.

Pamela: Well, I’ll start with actually telling you one of the most common questions I get as a content marketer. I get this question almost all the time. What kind of content should I create? What type of content? And sometimes it’s even phrased as, well, should I do a podcast? Or should I do videos? And my response to that is that you’re asking the wrong question. That the question really needs to come from what is it my audience needs and how do they want to ingest this content? How do they want to take it in? And so I actually, when I’m working with my clients in my full-time content market strategist position, I’ve developed this process of what I call content ideation. Ideating content is probably one of the biggest, hardest challenges we have, right? We start to think of maybe a couple of ideas and then we get stuck. And we start to panic. This is exactly one of the reasons why. And little known fact, Anne, that you’ve been doing your podcast for now, what –

Anne: 3½ years I think.

Pamela: Yeah, three – God. You’ve got a few episodes in the can, right?

Anne: Yeah, I do.

Pamela: [laughs] But the average podcast only does seven episodes.

Anne: Oh man.

Pamela: Let that sink in.

Anne: I’ve got about 167, I believe. Something like that.

Pamela: Yes, something you’ve definitely skewed that average quite a bit.

Anne: I’ve surpassed the average. [laughs]

Pamela: But I share that because everyone gets excited at first. Right? And putting aside just the conversation of what it means to consistently get content out the door, the other piece to this is the idea, how do you continually come up with good ideas? I don’t care if it’s a blog or if it’s a podcast, or if it’s a video series, most of these things don’t have a lot of legs because we don’t take the ideation process as seriously and proactively as we should. So what I like to tell folks, think about your audience first, and that’s for the buyer persona. I call them a persona. I think we mentioned on the last podcast sometimes they’re called an avatar. But at the end of the day, it’s your customer, and in a future episode, I do want to spend some time just talking about how to develop that persona, some of the elements and specific pieces to building a persona that are important to getting the right content. But you have to know your audience first. I think we talked about corporate narration and e-learning as genres, right. You’ve got your curriculum developer. That’s a person, right, a persona, a type of person who is purchasing your products and services. And then the next piece to this puzzle is what stage in the buying journey are they? And so on a future episode, I know we’re going to break down a customer journey in a little more detail. Are they just at a point in their situation where they’re just becoming aware that they have a problem that would possibly need you to solve it? Or are they in the position where they already know they have a problem, they’re evaluating, right, their options, and you might be one of those options? So really understanding what journey means to your customer or your persona becomes critical. And when you understand that, then you can actually define the content idea, right? Now you start to formulate more of a content idea that’s specific to a person, specific to a stage of the journey and your ideation process should become much easier, smarter, and more effective.

Anne: Yeah, it’s making me think now, and I’m trying to get an analogy here –

Pamela: Yeah.

Anne: – when Joya Lord and I talked about our government class, on how to work for government clients. Their needs were very different e-learning needs than a traditional curriculum developer for a company, because they wanted the whole enchilada. It wasn’t just a voice. They wanted the whole curriculum developed, and you know, written and created and voiced. And it became a different set of issues that, if you’re a voiceover talent, that you would need to solve in order to fulfill that job, as opposed to fulfilling a job for a curriculum developer. Much different stages, much different stages. Curriculum developer, I think, already anticipates and knows what the problem is. The government buyer doesn’t necessarily know all of the aspects of it yet, and you may have to be a more prominent part of the journey in terms of educating the client.

Pamela: Absolutely. And to your point, now that you have a very specific person, right, or type of person in your mind, once you’ve gone through that exercise, then you can create content that speaks specifically to them. So it could even be from that lead magnet conversation, right Anne, that we had in last episode, was you know, what if you created a checklist for government curriculum developers? What’s the title that –

Anne: Government buyers.

Pamela: Government buyers, right? Here’s a checklist for government buyers, when outsourcing or when choosing a vendor for audio and production, or something to that end, or for learning curriculum or things to that end. My adage that I’ve said for years and years now is the more focused you are, the more money you’ll make. And content marketing has that ability to do that for you. The one piece to content marketing that I think frustrates some people, especially if they came from more of a traditional industrial background of the four P’s of marketing, you know, we come from a billboard, radio, television background. The way that the purchasing process is now, and I think you understand this very well, Anne, is that 60% to 70% is happening online, right?

Anne: Oh yeah.

Pamela: Before they actually talk to you. So what is the information you’re putting out there? What is it that you’re helping them educate? And when you get very focused by providing content specifically to a government buyer versus anyone who buys voiceover, do you already see how it becomes an entirely different conversation? The more focused you are, the more money you make. End of story.

Anne: I like that. And the more – I’m going to say, the more eyes you’re going to draw to you.

Pamela: More qualified eyes you’re going to draw.

Anne: More qualified – exactly. That will actually bring you into the light as an authority –

Pamela: Correct.

Anne: – within the industry. And I think that that’s super important to remember. It may not be like, I’m a voice artist, hire my voice. It becomes, you become an authority in the industry aspect of things more than just providing voiceover. But you have a broad sense of what it takes to be the piece of the puzzle that’s going to solve your client’s problem. And that, I think, is a much better sell, or it’s a much easier sell to your potential client than just the one aspect of voiceover. If you can be an authority on, you know, the checklist of here’s what you need, and here’s what’s going to help you get your job done quicker, better, faster. That’s going to put you in the lead and put you in front of their eyes I think a lot quicker than someone who is just advertising voiceover.

Pamela: There’s a couple of things I want to unwrap on what you just said. One is being that authority expert. At the same token, think about that with us when we hire. When you speak our language, when you prove that you get us, we’re more apt to spend time with you. Right?