On Brand with Nick Westergaard

Mastering One Voice with Toby Murdock & Zoë Randolph


Listen Later

“It’s about getting people to create less content but also more meaningful content.” Amen. This week’s guests aren’t just content marketing professionals. As leaders at Upland Software and co-authors of Mastering One Voice, Toby Murdock and Zoë 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’s episode of the On Brand podcast.

About Toby Murdock & Zoë Randolph

Toby Murdock, General Manager, Upland Software — Toby co-founded Kapost in 2009 and served as CEO through its 2019 acquisition by Upland Software. When he’s not sharing his vision for the future of marketing. Toby is biking, hiking, or skiing in Boulder, CO with his wife and three daughters.

Zoë Randolph, Content Architect, Upland Kapost — Zoë brings her love of writing and business strategy to her work leading strategic messaging and content creation. When she’s off the clock, Zoë can be found immersed in a book, talking politics, or agonizing over the mediocrity of Cal Bears athletics.

Episode Highlights

What are the biggest challenges that content marketers today face? “We’ve lost a lot of control.” From distributed teams to distributed content creation, marketers today need better systems, frameworks, and infrastructure as both Toby and Zoë noted during the show.

Getting off of the content marketing “hamster wheel.” Toby noted that many are stuck in a cycle of creating more content for the sake of creating content. “We need to get off the hamster wheel.” As Zoë added, “It’s about less content but also more meaningful content.”

In the midst of a pandemic with great social unrest, is it harder for marketers to find their authentic brand voice? “It’s not that they don’t know what to say,” says Toby. “It’s that they don’t have the infrastructure to share.” Both Toby and Zoë pointed to Salesforce’s leadership as a successful model. However, both noted that this doesn’t happen overnight. It comes over time through attention from leadership and great effort internally.

What brands have made Toby and Zoë smile recently? Like their personalities, both offered divergent brand choices. Zoë pointed to Nike’s strong voice on Black Lives Matter while Toby pointed to the guidance REI provided during his recent purchase experience.

To learn more about Toby and Zoë’s work and their book Mastering One Voice, go to contentoperations.com.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d 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.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

  • Subscribe to the podcast – You can subscribe to the show via Apple PodcastsSpotifyGoogle PlayStitcherTuneIn, and RSS.
  • Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and 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.
  • OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.

    Until next week, I’ll see you on the Internet!

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    ...more
    View all episodesView all episodes
    Download on the App Store

    On Brand with Nick WestergaardBy Nick Westergaard

    • 4.8
    • 4.8
    • 4.8
    • 4.8
    • 4.8

    4.8

    94 ratings


    More shows like On Brand with Nick Westergaard

    View all
    HBR IdeaCast by Harvard Business Review

    HBR IdeaCast

    1,867 Listeners

    The Smart Passive Income Online Business and Blogging Podcast by Pat Flynn

    The Smart Passive Income Online Business and Blogging Podcast

    3,452 Listeners

    Social Media Marketing Podcast by Michael Stelzner, Social Media Examiner

    Social Media Marketing Podcast

    1,442 Listeners

    Why That Worked  – Presented by StoryBrand.ai by StoryBrand.ai

    Why That Worked – Presented by StoryBrand.ai

    1,927 Listeners

    Marketing School - Digital Marketing and Online Marketing Tips by Eric Siu and Neil Patel

    Marketing School - Digital Marketing and Online Marketing Tips

    1,259 Listeners

    How I Built This with Guy Raz by Guy Raz | Wondery

    How I Built This with Guy Raz

    30,242 Listeners

    Masters of Scale by WaitWhat

    Masters of Scale

    3,990 Listeners

    The Peter Attia Drive by Peter Attia, MD

    The Peter Attia Drive

    8,002 Listeners

    The CMO Podcast by vYve & Jim Stengel

    The CMO Podcast

    345 Listeners

    Uncensored CMO by Jon Evans

    Uncensored CMO

    36 Listeners

    The Prof G Pod with Scott Galloway by Vox Media Podcast Network

    The Prof G Pod with Scott Galloway

    5,434 Listeners

    Huberman Lab by Scicomm Media

    Huberman Lab

    28,589 Listeners

    The AI Daily Brief (Formerly The AI Breakdown): Artificial Intelligence News and Analysis by Nathaniel Whittemore

    The AI Daily Brief (Formerly The AI Breakdown): Artificial Intelligence News and Analysis

    508 Listeners

    The Next Wave - AI and The Future of Technology by Hubspot Media

    The Next Wave - AI and The Future of Technology

    62 Listeners

    AI Explored by Michael Stelzner, Social Media Examiner—AI marketing

    AI Explored

    83 Listeners