Podcasters are all looking for the same thing: more listeners. While you may have a long list of exciting ideas you want to talk about—it is always important to take a step back and reevaluate your podcast marketing strategy. This is where repurposing your podcast content can play a large role.
Creating one episode after another can be time-consuming and it is not the most effective way to grow your audience. If you are looking to reach new listener counts and bring visibility to your brand, you need to maximize every piece of each podcast episode.
Based on the State of Content Marketing report by SEMrush, updating and repurposing existing content is the second most effective content marketing tactic to drive traffic and leads, right after search engine optimization (SEO).
For podcasters, this means maximizing the potential of your successful episodes and repurposing your podcast into multiple content pieces. This strategy can boost your reach as you distribute across more channels and attract more potential listeners.
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So how do you repurpose your podcast? Here are eight creative ways you can easily breathe new life into your podcast and expand your reach.
1. Create Youtube videos
Some of the best podcasts are not just audio. Take a look at the Tim Ferris show or Trash Taste for example. Many podcasters record the process and simply use the session as their YouTube content. And the best part? It works!
This is because a different set of audiences prefer either listening or watching podcasts on Youtube. They might want to look at the facial expressions and actual interactions between the host and their guests.
But most importantly, YouTube is fast becoming the top destination to consume podcasts, with a study from the University of Florida and Futuri Media reporting that as much as 70.2% of survey participants listen to podcasts through YouTube. In fact, some of the top podcasts on the platform like the Joe Rogan Experience or SuperMegaCast are pulling in millions of views every few days or weeks.
Want to learn how to use Youtube as a growth engine for your podcast? Read our article about it here.
2. Create audiograms
If the podcast you have been recording all this while is only your voice, you can still create videos by making audiograms.
An audiogram is basically an audio clipping that has been converted into an animated waveform and placed on top of a still image, alongside text captions.
Often, the end product is in video format and can be uploaded to YouTube (if it’s long enough) or shared through social media platforms. They are also called visual soundbites and are often created as teaser content to lead visitors back to the longer podcast episodes to listen more.
Like any marketing initiative, the text on your audiogram needs to be captivating, especially since viewers do not have their autoplay turned on. So treat it like any social media content and use creative writing like giving unexpected statistics or citing a thought-provoking quote.
3. Transcribe your audio
The easiest way to repurpose your podcast is transcription. There are many benefits to transcribing your podcast. For one, it is extremely useful in boosting your podcast SEO. Having a transcription of your podcast episodes will allow search engines to discover keywords and better understand your content, which increases the chances of it showing up for relevant search queries.
An effective way to leverage this method is by using auto-transcription tools. Then, optimize your post by including a compelling description, show notes, and headings to let your audience know at a glimpse what are the highlights of your episode.
4. Write blog posts
Blogging is yet another great content you can repurpose your podcast into. Since you already have the title, did the research, and transcribed it – all that’s left is crafting your blog post to serve your reader’s intent.
However, be careful to avoid duplicating your text. Unlike a raw transcript, your blog post will require you to structure the content and add more to the conversation by providing actionable value. In any case, the end-product should be a stand-alone medium in its own right.
Once you have several podcast episodes, you can also do a repackage and compile all that content into a skyscraper content or long listicle.
Alternatively, you can also create a long-form content piece. An example to learn from is author Tim Ferris who famously did this and repurposed over 200 podcast interviews into a massive eBook for his audience called The Tools of Titans.
5. Create bite-sized videos
Podcast lengths can vary a great deal. And while there are podcasts that are as short as 5 minutes, there are also episodes that can last two hours long.
When introducing your podcast to new audiences, it is a great tactic to repurpose your content into bite-sized videos. You can always recycle the video podcast but refresh it to give a brand new meaning.
Gary Vee does this best. The internet marketer and motivational speaker always splits up his longer podcast interviews into shorter pieces that can be anywhere from 30 seconds to two minutes, featuring his highlights that go viral on social media as they are easier for people to consume, remember, and share.
A quick tip is to always include large captions in these videos to capture people’s attention and promote better audience engagement.
6. Set up an email campaign
If you have an existing email list, another great way to repurpose your episodes is by sending email newsletters. Pull out the best lines from your episodes, add some graphics, and insert the link for your subscribers to check out your latest podcast. Besides that, you can also set up automated email campaigns that prompt your new subscribers to check out older podcast content that they may find relevant.
7. Create social media posts
Twitter, Facebook, Instagram, LinkedIn, and TikTok. There are a lot of social media platforms teeming with potential listeners.
When it comes to repurposing your podcast, think of it as a strategic piece of content marketing. Ask yourself who is your target audience and which platforms are they on.
It can be posting an audiogram on Twitter, sharing your blog posts on LinkedIn and Medium, or maybe even teasing your video podcast in an Instagram Story or TikTok. The key here is to identify the most suitable social media platform and focus your repurposing efforts there.
You can’t be everywhere, so make sure to choose one or two key social platforms and focus all your efforts there.
No matter which social media platform you choose, we recommend creating visual content like image quotes and memes as they can be an effective way to capture audiences and spread the word about your podcast.
On another note, if your podcast is more informative in nature, then maybe try to create infographics. Condensing your podcast’s main points into an infographic is not only handy for your audiences in terms of quick retention, but it also makes for a great Pinterest or Facebook post to entice viewers into clicking through and listening to your show.
8. Guest posting
Another way to grow your audience is by writing guest posts for high-authority websites that feature topics related to your podcast. Ideally, when guest posting, you should always pick a title that spins off an existing episode. Make sure to include a strong CTA that entices readers to click and listen to your amazing podcast content.
Overall, guest posting will build your authority as an expert. As you build backlinks to your podcast you are increasing your SEO rankings while also growing your audience.
Then there is guest podcasting, something you should be more than familiar with. It means becoming a co-host or going on another podcaster episode as a guest.
Likewise, you are actively seeking out other podcasters who are in the same or similar niche as yours. You are therefore getting an opportunity to guest co-host on each other’s channels. It’s a great way to reach similar audiences.
Repurposing Your Podcast Content: Wrapping Up
Ultimately, repurposing should be part of your podcast content strategy from day one. Through this, it creates a synergizing effect that maximizes the impact of every piece of valuable content and brings greater visibility and results.
Not to mention, your content never dries up. As long as you are creating podcast episodes, you have an abundance of podcast content to repurpose. Now, it’s your turn. Make sure you follow the 8 steps above and start repurposing your podcast content to boost your reach today.
Adela Belin is a content marketer and blogger at Writers Per Hour. She is passionate about sharing stories with the hope to make a difference in people’s lives and contribute to their personal and professional growth. Find her on Twitter and LinkedIn.