In our busy lives it’s so important to work smarter not harder, and that goes for the content you create as well.
You’ve already spent a lot of time and effort in creating the content you have, so why not maximize it to your advantage?
There is no need to create new content every week because you already have so many existing pieces of content – especially if you are creative.
It’s all about how you repurpose your content assets.
As I’ve previously talked about, repurposing your content boosts your discoverability, and also provides more value to your audience as well as attracts new ones.
For example, with one podcast, you can:
- Transcribe the podcast into a blog or article
- Slice up the recording and pick out some key messages to use as short-form videos – aim for 4-5 clips from a 30 minute podcast
- Turn your audio file into an Audiogram to take advantage of video and the importance of YouTube. An audiogram is a still image or graphic, accompanied by an animated waveform, over which you can play your podcast audio. This is an easy and effective way to repurpose your content for YouTube and other video sharing platforms. An audiogram can help you hook in your audience with a highlight or specific clip from your episode. This can encourage them to listen to the full episode or other episodes. Because of the visual nature of an audiogram, they are more likely to be shared than content that is just an image and text. To do this, clip bits of audio and create an audiogram – one for each key message covered in the podcast.
- Obtain a transcript of the podcast and create a long-form written article or blog post with key takeaways from the episode and show notes (or episode highlights – I like when they are in bulleted lists). You can also create listicle posts, which tend to do well with readers (“10 reasons why you need to X” or “Five things you didn’t know about X”). Repurposing your podcast into a article or blog post is also great for your SEO. Make sure to include links to the podcast episode in the blog post/article to bolster your SEO.
- Create multiple text posts – one for each key message/point in the podcast.
- Create a carousel post with the top messages/points or pieces of advice on each slide.
- Create a poll based on a frequently asked question from your podcast, then draft a post sharing the results to the poll question.
- Record or take some photos of the set-up prior to and after your recording session, especially if you have a guest speaker (or two). It’s a great way to create a behind the scenes video.
- Turn some of your audio content, apply some visual elements to it to create a short video. This is great content for social media promotions. Add images to accompany the major themes of the episode, feature images of your guest or just record yourself or your guest talking into the microphone with a key sound byte.
- Take some of the most valuable insights of your episodes and turn them into an infographic or visual content such as a meme. Visuals are a great way to capture your audience’s attention and get them to “stop the scroll” on social media. With tools like Canva you can easily turn your content into something visually arresting. Your audio transcript is really important here for pulling out key points, quotes and stats. Memes are great ways of making content more digestible and show your humorous and lighthearted side. They can be created easily with a simple meme generator app or Canva.
- Repurpose your podcast episodes in an email newsletter. Your content can range from recaps of your most recent episodes to interesting things from past episodes or updates on previously covered topics. This is a clever way to keep your listeners engaged and to extend the shelf life of your original podcast recordings. If you don’t already have an email newsletter you should! You should also create a LinkedIn newsletter, which are gaining popularity and can help you with visibility.
Bonus tip – repurpose your episodes into transcripts (but make sure you do some proofreading and editing to the file before you post them). I use Otter for this.
Not only does posting the (slightly edited) transcript make your content more accessible to those who may not be able to consume audio content, but it is also great for SEO. Your episodes and content become searchable and you’ll get a boost on the major search engines.
All of these tips to repurpose your podcasts can also be applied to repurposing webinar content as well.
Hopefully you have some evergreen topics within your podcasts and webinars – this is content that is timeless and can be reused and repurposed often (for example, an article about why you need a will would fall into this category).
Spend the time to think about which of your podcasts and webinars fall into this evergreen or timeless category and create more of them – a snippet from any of these longer pieces can work well here too.
Think of your podcast as a strategic piece of content marketing that can increase both awareness of and engagement with your audience.
If you need help with maximizing and repurposing your existing content, reach out to me.