Podcast, Promoting, Marketing, Branding, Advice, Tips, Guide

Repurposing Your Podcast Content

Repurposing your podcast content is an excellent way to reach new audiences and provide more value for your listeners. After all, you put the time and effort into creating the great podcast content in the first place, so you should get good use out of it! Repurposed content is that extra content that will make all the difference in the growth and overall reputation of your podcast brand. If you're wondering how to repurpose content and why you should do so, keep on reading!

Why You Should Repurpose Your Podcast Content:

Boost Your SEO

Repurposing your podcast content provides you with the opportunity to link back to your website and inject relevant keywords when possible. All of this will ultimately help you out with SEO. More links that lead back to your website means higher ranking on search engines and a better chance at gaining more traffic to your website and podcast.

Reach New Audiences

Reaching new audiences means a variety of things. Firstly, repurposed content can be used on social media, which expands your reach to individuals that may not be familiar with you or your podcast. Additionally, people have consumption preferences, meaning some prefer to read, others may choose to listen, and a whole other group prefers video content. With that being said, repurposed content can help you tap into those audiences that prefer reading and watching content. Furthermore, this variety of content helps you to appeal to all senses, which means that your podcast can speak to everyone, not just those who solely prefer listening. Finally, repurposed content can help make your podcast accessible to language learners, those with disabilities, such as hearing loss, as well as those that face language barriers.

Gain Authority & Credibility

Repurposed podcast content is generally content that contains the same message, but it is delivered in a new and creative way. This reiteration of the message demonstrates your expertise and helps you to build your authority and brand reputation. As a podcast host, you likely want to be known as an expert in your topic that is credible, and you definitely want to be known as a reliable brand, so repurposed content can help you achieve that authority and reliability that you are looking for.

Develop Brand Awareness

As you would imagine, the more interactions that audiences have with your podcast brand, the more likely it is that they will notice and engage with your podcast. Repurposed content is an excellent way to increase the amount of interactions you have with audiences. Ultimately, the increased interactions will help develop your podcast brand awareness. And, that means that you can be assured that people know about you, your podcast, and your message.

Increase Your Value

You can be sure that if you are repurposing your podcast content, you are increasing the value of your brand and delivering more value to your audience. With all of the benefits listed above, like increased brand awareness, boosted SEO, reaching new audiences, and additional credibility and authority, alongside the basic value in repurposed content, there is no denying how beneficial it can be to put a little work into repurposing your content.

How to Repurpose Your Podcast Content:

  • Transcript
    • Posting a transcript of each podcast episode to your website makes your podcast accessible to those who suffer from hearing loss and individuals that may want to listen but face some language barriers, for example. For information on transcribing podcasts, see our article here.
  • Video
    • Recording yourself and any guests you may have while podcasting can make for fantastic content to post to social media, YouTube, and even your website.
  • Live Video
    • Live streaming portions, or even your entire podcast, can make your podcast even more engaging and exciting for your listeners since it provides a real time behind the scenes look at your podcast.
  • Video Teasers/Audiograms
    • Use text, various images, and podcast audio to create quick videos to post to social media. These small videos are awesome promotional content and give a little taste of what listeners will hear.
  • Promotional Images
    • Use quotes from your podcast and graphics to create images that catch the eye on social media or even in an email campaign.
  • Show Notes
    • Posting your show notes to your website can be another great way to give a more behind the scenes look and perhaps a more in-depth take on the podcast episode topic.
  • Blog Posts
    • Supplemental Blog: You might consider writing a supplemental blog that contains more in-depth info on the topic at hand, info that was left out, new examples, etc. A supplemental blog can be especially valuable when you are an expert on the topic and have a lot more information to offer your audience.
    • Update Blog: After you have recorded a podcast episode, you may find an opportunity to update your episode days, weeks, months, or years later. Of course, you can update a podcast episode with a whole new episode, but another way you can update your content is by creating a blog post. Especially in cases where there is not a ton of updating necessary, a blog post can be an awesome medium for updating your past content.
    • Highlights: Transcripts and show notes are helpful written forms of your podcast, but that's not to say that everyone wants to read a lengthy written piece. Creating a quick blog post that highlights the key points and notable or entertaining moments of your podcast episode can be super beneficial for reaching that audience that is interested in your content, but would prefer to read rather than listen.
    • Lists: If your podcast episode contained a list of things, you might consider putting that list into a blog post for everyone to reference. Additionally, categorizing your content through lists, such as "most popular content" or "guests," can make it easy for new and current listeners to explore your podcast. You can categorize however you like, whether that be by topic, popularity, format, host, or anything else that suits your podcast.
  • Email Marketing
    • Giving a quick synopsis of your podcast and noting entertaining moments via an email is another great way to catch the attention of your audience and promote your podcast.

Tip: One of the biggest things to remember is that you are creating a new experience for your audience, not a shadow of the original. However, this does not mean that you should avoid posting transcripts. While transcripts are a replica of your podcast on paper, they are incredibly helpful for overcoming language barriers and making your podcast accessible to those with disabilities. With that being said, we HIGHLY recommend posting a transcript for each podcast episode. You may choose to only repurpose content from certain episodes, which is totally acceptable, but you should try to get into the habit of always posting a transcript to ensure you are creating an accessible podcast.

Keep in mind that when repurposing podcast content, ensure that you aren't just repurposing it solely for the sake of extra content. Your content should be valuable to your audience, meaning it should be your best work and what you know resonates well with your audience. Also, no matter the medium, all of your content should work together and carry the same message and call to action. The consistency across your content will make your repurposed content that much more impactful, and will ultimately help you achieve your overall goals. Happy podcasting!

For more information about repurposing podcast content and having a podcast website, see our article here.

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Article Image: Steinar Engeland via Unsplash.

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About Michelle Ruoff

  • Pittsburgh, Pennsylvania