BROADCASTS.com

\u201cIt\u2019s about getting people to create less content but also more meaningful content.\u201d Amen. This week\u2019s guests aren\u2019t just content marketing professionals. As leaders at Upland Software and co-authors of Mastering One Voice, Toby Murdock and Zo\xeb Randolph are on a mission to help content marketers create better content with a more cohesive, meaningful brand voice. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Toby Murdock & Zo\xeb Randolph\nToby Murdock, General Manager, Upland Software \u2014 Toby co-founded Kapost in 2009 and served as CEO through its 2019 acquisition by Upland Software. When he\u2019s not sharing his vision for the future of marketing. Toby is biking, hiking, or skiing in Boulder, CO with his wife and three daughters.\nZo\xeb Randolph, Content Architect, Upland Kapost \u2014 Zo\xeb brings her love of writing and business strategy to her work leading strategic messaging and content creation. When she\u2019s off the clock, Zo\xeb can be found immersed in a book, talking politics, or agonizing over the mediocrity of Cal Bears athletics.\nEpisode Highlights\nWhat are the biggest challenges that content marketers today face? \u201cWe\u2019ve lost a lot of control.\u201d From distributed teams to distributed content creation, marketers today need better systems, frameworks, and infrastructure as both Toby and Zo\xeb noted during the show.\nGetting off of the content marketing \u201chamster wheel.\u201d Toby noted that many are stuck in a cycle of creating more content for the sake of creating content. \u201cWe need to get off the hamster wheel.\u201d As Zo\xeb added, \u201cIt\u2019s about less content but also more meaningful content.\u201d\nIn the midst of a pandemic with great social unrest, is it harder for marketers to find their authentic brand voice? \u201cIt\u2019s not that they don\u2019t know what to say,\u201d says Toby. \u201cIt\u2019s that they don\u2019t have the infrastructure to share.\u201d Both Toby and Zo\xeb pointed to Salesforce\u2019s leadership as a successful model. However, both noted that this doesn\u2019t happen overnight. It comes over time through attention from leadership and great effort internally.\nWhat brands have made Toby and Zo\xeb smile recently? Like their personalities, both offered divergent brand choices. Zo\xeb pointed to Nike\u2019s strong voice on Black Lives Matter while Toby pointed to the guidance REI provided during his recent purchase experience.\nTo learn more about Toby and Zo\xeb\u2019s work and their book Mastering One Voice, go to contentoperations.com.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices