Content marketing is a game-changer for voice actors looking to grow their business, and if you’ve ever posted on social media, written a blog, or uploaded a demo reel, you’re already using it. But how can you take this strategy to the next level? By shifting your focus from what you can do to how you can solve your client’s problems, you can make your content work harder for you.
What Is Content Marketing?
At its core, marketing is about delivering a message that encourages people to buy from you. Content marketing takes it one step further by providing valuable, solution-driven content that makes potential clients see you as an expert they can trust. Too often, voice actors promote themselves by listing their skills instead of focusing on how their voice can solve a client’s specific needs. A better approach? Understand your audience.
A great way to do this is by creating a buyer persona—a detailed profile of your ideal client. For example, if you specialize in eLearning, consider an instructional designer’s workflow when they hire voice actors. What are their pain points? What challenges do they face? Once you understand their journey, you can create targeted content that speaks directly to their needs.
How to Use Content Marketing to Your Advantage as Voice Actors
One of the biggest benefits of content marketing is discoverability. The right content helps potential clients find you when they need your services. But more than just showing up in search results, your content should make their lives easier.
Think about ways you can present your expertise in a helpful, easy-to-digest format. That might mean writing informative blog posts, offering a downloadable checklist for hiring voice talent, or creating a short explainer video. Make it simple and solution-focused—clients should feel like you’re making their job easier, not giving them more homework.
From Mindset to Methodology: Taking Action
Instead of asking, “What kind of content should I create?” try, “What does my audience need, and how do they prefer to consume content?” Tailor your approach based on where your clients are in their buying journey.
Awareness Stage: They just realized they need a voice for their project.
Consideration Stage: They’re evaluating options, including your competitors.
Decision Stage: They’re ready to hire. Are you making it easy for them to choose you?
Once you understand these stages, you can create content that directly addresses their questions and concerns at each point in the journey.
Focused Content = More Business
The more you align your content with your buyer’s needs, the more likely they are to hire you. With 60-70% of purchasing decisions now happening online, your digital presence matters more than ever. High-quality content positions you as an expert in your field, builds trust with potential clients, and ultimately leads to more bookings.
Where Does SEO Fit In?
Google’s algorithm prioritizes content that is relevant and valuable to users. The more high-quality content you produce, the more likely it is to rank on search engines. When you structure your blog posts and website around the same keywords and phrases your clients are searching for, you increase your chances of showing up on the first page of their search results—where the majority of hiring decisions happen.
Quality vs. Quantity
How often should you be posting? Research suggests that businesses that publish 11+ blog posts per month see a significant increase in website traffic and SEO rankings. Longer posts (1,200-2,000 words) also tend to perform better than shorter ones because they keep readers engaged and provide more in-depth information.
Consistency is key. A high-quality post once a week is better than rushed, low-value content posted daily. The goal is to create content that is informative, shareable, and genuinely useful to your audience.
Listen to more on this episode of VO BOSS:
Shift Your Perspective
The most important takeaway from content marketing? It’s not about you. It’s about your clients and how you can help them. When you focus on providing solutions instead of selling your services, you create content that attracts, engages, and converts potential buyers. Whether through blogs, videos, or social media, every piece of content you put out should answer a client’s question, solve a problem, or offer valuable insight. That’s how you build authority—and book more work.
Thanks for reading! - Anne
Work with Anne
Anne Ganguzza is California-based Voice Actor, Voiceover Coach, and award-winning Director & Producer specializing in target-marketed Voiceover Demo Production.
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