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Good podcast marketing is more than sharing a link to your new episode on social media. Instead, it involves having a prepared strategy and an effective marketing funnel that attracts, engages, and converts your target audience across various channels and platforms. And by this, we mean social media, blog posts, free downloads, and so on.
But how do you do that? Enter the practice of repurposed podcast content.
Diversifying how you share your podcast content with the world can do wonders for your show, and brand. And repurposing your episodes in multiple ways will help to expand your audience reach, increase your industry authority, and more.
In this article, we’ll look at:
Let’s get started.
Content repurposing is about taking your existing content and reformatting it. Doing so means it can not only reach a broader audience, but also fit the needs of different learning styles and platforms.
When you repurpose your podcast episodes, you breathe new life into your audio content and put it into the hands of a target audience who otherwise would have never found you.
After all, recording a fantastic podcast episode takes an investment of time, effort, and money. So, why not use the results to flesh out your content strategy? By repurposing your branded content, you’ll get the most mileage out of it and maximise your return on investment.
Amy Woods (founder of Content10x) recently spoke to us over at Podcast.co regarding some of the effectiveness of content repurposing. She said:
If you can repurpose your branded audio content to start conversations on social media, you’ll fuel engagement on each platform. And it could actually account for a post a day. It doesn’t take that much extra time or brain effort to do, because you’ve already done the hard work making the episode.
There are multiple benefits to repurposing your podcast content. We’ve rounded them up below.
It’s important to remember that not everyone is a podcast listener. So, how do you get your content to reach those who never tune in?
Repurposing your podcast puts your content in front of new and different audiences. To put this into practice, reworking an episode into a blog post will reach people who prefer to read, rather than listen. Repurposing one into a video will attract visual learners and lovers of video content. And repurposing one into an eye-catching social media post will reach users across Twitter, Instagram, and Facebook. You get the idea.
Repurposing podcast content is basically finding new and creative ways to communicate the same message. And the more you talk about something, the more you get 'known' for that particular topic.
Reiterating your advice, points, and ideas in many ways allows you to demonstrate your knowledge and expertise. In turn, doing so will contribute to an increased authority, brand awareness, and credibility level in your field.
How to Become a Thought Leader by Podcasting
Ever heard of the marketing concept called the 'Rule of 7'?
The 'Rule of 7' was developed in the 1930s, at a time when it wasn't quite so easy to reach people as it is today. Basically, it means that people need to see something seven times before they really take notice and action.
Repurposed podcast content is a great way of incorporating this method into your marketing strategy. Because you can easily share each episode’s message multiple times (in different formats), without having to constantly reinvent the wheel.
A podcast with a good SEO presence will perform much better than one without. And by that, we mean having an attractive and informative website you can drive traffic to. It’s here that you can create a resource hub for all your repurposed podcast content - such as show notes, transcriptions, social links, and anything else you deem relevant. If people can discover your previous episodes when searching relevant terms on Google, it gives them a much longer shelf-life and can significantly boost audience growth over time.
An in-depth explanation of podcast SEO is beyond the scope of this article. But if you’d like to learn more about it, check out the article below:
Podcast SEO: Tips to Optimise Your Episodes for Google Search
Repurposing podcast episodes into audiograms, teasers, or highlight reels means you get more mileage out of your content. You’re already doing most of the work by simply creating a video podcast, so you might as well milk it for all it’s worth. Right?
Enter social media. Recent studies have shown Millennials and Gen-Z spend more than half of their total video-watching time on social media apps - like TikTok, Instagram, and Facebook. Capitalising on this will help you tap into new generations of listeners.
Not sure how to repurpose your podcast episodes? Below we’ve summed up 9 easy ways to do so. They might not all be right for your brand, though. So have a look through and decide which strategies will be a good fit.
Turning your podcast episodes into images for social media is one of the main ways to repurpose your content. And the most common way to do this is to pull out interesting quotes or highlights, and transform them into visually-engaging graphics.
The main objective of this is to create promotional images for your episodes. So they need to be appealing, enticing, eye-catching, and enough to make busy scrollers stop in their tracks.
Remember that different social media platforms require different image dimensions. So, posting the same image on Facebook, Instagram, Twitter, and LinkedIn won’t work. Make sure you test your assets before posting to check they look right.
Hosted by sailing legends, Stevie Morrison and David ‘Freddie’ Carr, Deep Dive is a sports-punditry podcast taking fans behind-the-scenes of the 2022 Global Sailing Grand Prix. To promote new episodes on social media, they pull out attention-grabbing quotes and repurpose them into effective images. Here's an example of one they posted to Twitter:
Key Takeaways:
An audiogram is a short audio file that has been converted into a video. This involves taking a section of your episode and pairing it with a relevant (and eye-catching) image. They often have an animation of a sound wave that’s triggered when someone hits play.
Creating audiograms is a perfect way to repurpose audio content and share it on social media. In fact, according to the New York Public Radio WNYC, the average engagement for an audiogram posted on Twitter is 8x higher than a non-audiogram tweet. Plus, Facebook posts with audiograms outperformed posts with standard photos and links by up to 83%.
Clearly, audiograms can really help to expand your reach on social media and attract more listeners to your podcast. And thankfully, they’re relatively easy to create. We’ve listed some tools below to help you get started:
Hosted by Liam Bolland (Media Relations Executive at West Midlands Trains) and produced in partnership with Cue Podcasts, On the Rails explores a series of rail-related topics, travel tips, and industry stories told by members of the WMT family.
To promote their first episode across multiple channels, we teased it with the following audiogram:
Key Takeaways:
There are many ways to create video content from a podcast episode. Having said that, the most common way is to simply video yourself whilst recording your podcast episode. You can then upload this straight to YouTube.
If you don’t want to make a full-blown video podcast, however, you might prefer the idea of taking a recording and breaking it up into short, engaging video snippets to share on social media. Doing so is a great way of teasing new episodes, guests, and just your show in general. After all, a 30-second clip of an interesting discussion point is a lot more engaging than a link and text saying “New episode out now!”.
Hosted by Mehdi Farooq and Mohamed Ezeldin, The Open Metaverse podcast is an educational show teaching listeners about cryptocurrency. For each episode, they produce long and short form video content to reach more listeners across multiple channels.
We've included both below, starting with a long-form video podcast of a recent episode. This was posted to YouTube.
And here's how they broke it down to make engaging, short-form video content perfect for social media.
Put simply, a podcast transcription is a word-by-word account of everything that happens during each episode. They typically make content more discoverable and accessible. More discoverable because they drive traffic to your website, and more accessible because they give your audience more listening options. Transcripts also support more backlinking opportunities, helping with the overall SEO of your podcast.
To read more about podcast transcriptions, check out this article.
Vox Creative have created stunning “immersive” visual transcripts for all episodes of their podcast More Than This - which shares the stories of individuals who have transformed their creative hobbies into flourishing careers. Check one out below:
The first thing you’ll notice is the page’s impressive design. It’s hard not to. It’s not just a transcription of an episode, it’s a whole experience that’s bursting with colour, life and emotion. It doesn’t just look pretty either - it’s also ideal for SEO performance. That’s because it’s got clear subheadings, the copy has been carefully edited, and the reader can fully appreciate the natural flow of the podcast’s audio version.
As impressive as Vox Creative’s example is, that level of formatting and design might not be possible for you. And that’s okay. The main thing is providing a transcript in the first place. To give you a more realistic example, have a look at the rest of Evo Terra’s below. It’s simple, straight to the point and gets the job done.
Evo Terra - Podcast Pontifications Transcription Example
Following on from the above, turning your transcripts into blog posts is an effective way of boosting your overall SEO performance. Raw, unedited transcripts often aren’t good enough to rank on Google, for several reasons - they’re rarely optimised for a single keyword, they don’t include subheadings, they usually contain errors, and the verbatim spoken word doesn’t always convert into an easy reading experience. Basically, the search algorithm does not score them highly. But by pulling out quotes from your episode’s transcript, and using them to form the basis of a keyword-optimised blog post, you’ll have a much higher chance of search engines ranking you.
If you don’t want to create transcripts for each episode, you should still be transforming your podcast episodes into long-form articles. All you’ll need to do is take the main points discussed in the show, and wordsmith them into a standalone blog post. The good news is that you won’t have to do much (if any) additional research, because when you have an episode to work from, all of the research has been done already.
Tip: When writing blog posts, make sure you provide a link back to the podcast episode it relates to. If the reader wants to learn more, or they’d rather listen to what you’re saying rather than read, they’ll have easy access to your audio file.
Ever considered repurposing your podcast content into a free content upgrade for your listeners? By this, we mean online courses, checklists, infographics, templates, a list of tools or resources, guides, e-books, and free downloads, for example.
Upgrades like this are often called lead magnets. The idea is to offer something relevant and of value to your audience in exchange for their email address. Once you’ve built a list of engaged contacts, you’ll then be able to set up a mailing list.
Content upgrades should:
Health and fitness company, Mind Pump, sells online workout programs. They also host a podcast, Mind Pump: Raw Fitness Truth, where they give advice on muscle building, fat loss, and nutrition. They've repurposed this content into a “Free Resources” page on their website, which lists a range of downloadable guides tailored to different fitness goals. Each guide is high-quality and full of actionable information and tips. It looks like this:
There are a number of ways you can do this. The easiest is to simply live stream the recording of your podcast episode to the platform of your choice (i.e LinkedIn, YouTube, Instagram, Facebook, etc).
If you’re not comfortable with this, don’t worry. Another option is to think about repurposing the topic of your latest podcast episode into a separate live stream, or creating a Q&A session. This is a really fun way to get listeners to engage with you. Don’t jump on a livestream as soon as you’ve published the actual episode, though. Wait a few days, or even a week. Doing so will give listeners a chance to listen to it, and come up with any questions they want to ask you.
Make sure you tell people about the live stream during the episode itself, too. Invite your listeners to hang out with you to discuss the topic in more detail. This is a great way to gain valuable feedback, engage with your audience, and increase your credibility.
Tip: When you’ve finished your live stream, there’ll be endless ways you can repurpose the video recording - like audio or video snippets, quotes, social images, etc.
For more information about live streaming your podcast episodes, check out the article below.
The Ultimate Guide to Hosting Your First Live Podcast
Sam Harris (host of the Making Sense podcast) chooses to repurpose certain episodes into “special live events” for paying subscribers. During these sessions, he invites listeners to directly participate by sending in questions, taking part in polls, and asking follow-up questions in real time. It’s a great example of how you can repurpose podcast content to create a sense of community amongst listeners.
By not repurposing your episodes into podcast show notes, you’re missing an opportunity to increase your website traffic and reach new potential listeners. All you’ll need to do is look back through your episode and pick out the more relevant details - i.e. main discussion points, timestamps, guest information, behind-the-scenes insight into the recording, and so on.
Well-written show notes create an incentive for your existing listeners to visit your site. And they also help strengthen the overall SEO presence of your podcast. In short, they act as a central information hub for your episodes, and should also provide relevant contextual detail, links to helpful resources, and more. Show notes also give you the opportunity to cross-promote older episodes, make them more shareable, and encourage people to hit ‘subscribe’.
If you’re looking for extra guidance, we’ve picked out 4 sets of well-written show notes. Each example looks slightly different, but they all successfully cover the majority of the points above.
Jay Shetty’s On Purpose: Gabrielle Union
The Tim Ferriss Show with TOMS Founder, Blake Mycoskie
The NY Times’ The Daily: The Trial of Ghislaine Maxwell
Dax Shepard's Armchair Expert, with Anderson Cooper
Email marketing remains one of the most effective methods of building engaged communities and loyal audiences. It’s also a great way to communicate with your listeners and drive traffic to your podcast. And thanks to your latest episode, you’ve got the content of your next email ready to go. All you need to do is repurpose it.
There’s no right or wrong answer to what you should include in your emails. But good sends will provide contextual information, guest profiles, affiliate links, sponsor information, bonus material, behind-the-scenes content, and more.
When deciding what to include, listen back to your podcast episode and pull out the most interesting and relevant bits.
Now we’ve covered the what, why, and how of repurposing your podcast content, let’s take a look at a handful of best practices designed to help you maximise your success.
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