What’s your goal with your podcasts? I bet it’s to increase listeners. With the amount of work you put in to create a podcast episode–writing the script, editing it, coordinating with a host, and finally recording your podcast—it’d be unproductive if it doesn’t reach more listeners.
That’s where Podcast repurposing comes in.
You can turn one podcast episode into multiple pieces of content. That way, you can promote your podcast on different platforms without creating original content for each platform (hence saving time and effort).
Here are the 5 ways to repurpose your podcast:
1. Turn your podcast into a blog post
Repurposing your podcast into a blog post has many benefits:
a) Businesses with a blog get 55% more website visitors than businesses without a blog.
b) Companies that blog get 67% more leads than those that don't blog.
c) 70% of people prefer learning about a company through a blog rather than an advertisement.
d) Marketers who blog are 13X more likely to get positive ROI.
All you have to do is transcribe (Use oTranscribe) your podcast. Then, filter the key points, give your article a structure, and add relevant information/data/research and visuals.
For example, take inspiration from Social Media Examiner’s repurposing strategy. It converted this podcast into a blog post. You can see how the article flows in logical subheadings (why use Instagram live to sell, how to use it, and conclusion), has visuals to communicate the message and contextual information/research to add credibility to the post.
2. Create audiograms out of your podcast for social media
Per Castos, “a podcast audiogram is an image that’s converted into a video and layered with other elements on top, such as a waveform and/or transcriptions. Essentially, it combines visual arts, audio tracks, soundwaves, and text to create a highly shareable marketing asset.”
Here’s what we are talking about:
a) Kevin Scott shares an audiogram of his podcast.
b) Wavesocial does the same
Here’s how to create an audiogram:
3. Create short-form videos
a) Instagram CEO noted that Reels are the most consumed content on Instagram.
b) YouTube hit 5 trillion all-time views on YouTube shorts.
c) TikTok was the most downloaded app in 2021.
All this shows that consumers prefer short-form videos over any other content format on all the different platforms. Why? These <1-minute videos are easy to consume and require less-time investment. But, short-form videos are also beneficial for brands like you. It has the highest ROI of any other social media marketing strategy. Win-Win!
So, if you’re doing a video podcast, you can pick out <1-minute video clips that educate, inspire or entertain users.
For example, a) Lenny Rachitsky shared a short video clip from his podcast that explained how you can prioritize tasks.
b) Joe Rogan shares his conversation with Andrew Huberman on Instagram.
Use Animoto to “crop and trim your video clips in moments.”
4. Use the podcast content in your email newsletter
You should use podcast content as a part of your email educative series. For example, if you have a podcast on “How to write a blog,” you surely would cover topics like:
a) Understanding your audience
b) Brainstorming blog topics
c) Doing keyword research
d) Tips on writing the blog’s headline, body, and conclusion
e) How to use data, research, and visuals in your post
f) How to edit
These sub-topics can be part of your “10-day blog-writing Tips” email newsletter. You can talk about each sub-topic every day.
Start with transcribing your podcast, then segregate each subtopic's content and style them according to the newsletter format. Add images and keep your emails short.
5. Convert your podcast into a YouTube video
I only listen to video podcasts. It’s not that I hate the audio ones, but the video podcasts keep me engaged and make me feel part of the conversation. It turns out that I’m not alone. Various research reports that YouTube is the most used platform (Even ahead of Apple and Spotify) for consuming podcasts.
To cater to this audience, YouTube has officially announced its desire to make YouTube a podcast-supporting platform. And if you’re already recording a video podcast, just upload it to YouTube to capitalize on this.
But, if you aren’t recording a video podcast, start doing it. Ensure you have a good setup: nothing fancy; all you need is a clean space with good lighting, a microphone, an audio interface/mixer, a mic stand, and connectors. Once you’ve recorded the conversation, edit it, and upload it to YouTube.
Feel that’s hard work? You’re right. But, the rewards outweigh the effort you’ll put in.
a) 82% of the global traffic comes from videos.
b) 54% of consumers want to see more videos from brands.
c) Video marketers get 66% more qualified leads per year.
Let’s keep these stats aside. See how much video content you like. Calculate your time spent on YouTube versus on blogs. You’ll be convinced to use videos.
Compound your ROI on your podcast content
Everyone prefers different content formats to learn, get inspired, or be entertained. Some prefer blogs. Some listen to podcasts. Some trust email newsletters for their content diet. You'll miss numerous potential audiences if you don’t repurpose your podcast into other formats. You don’t want that, do you? So, use the above tips to repurpose your podcast into different content formats and improve the ROI of each episode.