The Case for Content Marketing

Voice-Over has some very unique problems with sales and marketing because the industry is so fractured and targeting is so difficult. In fact, I heard a great analogy of the voice market just the other day… voice-overs are like a giant broken mirror and the cracks are opportunities that extend all the way from the middle to the very edges (thanks Valerie Smaldone!) So beyond email blasts and an occasional phone call… what is an effective way to market voice talent beyond your representation? I’ve lauded social media in the past and I want to focus very specifically on a marketing niche in which I see the most promise; Content Marketing. What exactly is Content Marketing? Instead of selling, content marketing is communication that delivers informative (and sometime transformative) messages that your audience values, enhances the value of your expertise and encourages them to communicate with you and your brand. What are some examples of content marketing? For myself, this blog is a form of Content marketing. I am expressing opinions on an industry in which I have twenty years of experience with and offering them to an audience of voice-over performers and producers who hopefully value my point of view.

For a voice-over performers and performers in general, content marketing can encompass anything from links to your work to daily tips on how to follow in your footsteps to a podcast with your fellow performers.

How does a Voice-Over performer go about Content Marketing? The first step is to make a clear assessment of what you have to offer an audience and begin thinking like an editor and chief for your own past, present and future content. The first step is to look at your past work. Do you have any audio, video and pictures from your old sessions?   Categorize anything you believe would be remotely interesting and begin curating your old media.   Next, check YouTube for any old work as well. You’d be shocked at what work may be there so go through old bookings and see if there’s anything you are forgetting.

Next, think about any present and future messaging you can create. With your old spots, try to be topical and post any work to hopefully coincide with current work or events. For example, if you had spot that appeared on a Super Bowl… the week of the Super Bowl is a great time to post it.   Next, think about simple day-to-day messaging and remember the first rule of social media is to “be social.” Often performers feel like posting details of where and what they are working on is in poor taste but these details are perfectly acceptable to post to your audience within reason (and I don’t need detail what is and isn’t acceptable). Finally, share your thoughts as well as the thoughts of others with favoriting, liking, retweeting etc. but try to maintain your niche within entertainment and voice-over. Why? Your audience likely already knows your profession and you are trying to provide them with content they are interesting in so don’t feel like you need to reach out to a “mass audience.” Your focus is on your own audience.

A final point about Content Marketing is you have to work at it consistently. For instance, you will need to post and post a lot. What is right amount? No one has a real answer but you will need to find time throughout the day and hopefully you can regiment your posting to specific times of day. In addition, if you decide to provide some value added content such as a blog, podcast or vlog in addition to your posting, you will need to provide consistent material. Nothing will annoy your audience more than providing inconsistent material, so figure out what you want to provide and enjoy the process as well as the results.


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