Podcasting: A Multichannel Goldmine for Thoughtfully Repurposed Content

By now you’ve probably considered adding a podcast to your content strategy, or maybe you already have one within your content repertoire. But, are you leveraging it to the fullest and using it to reach audiences beyond Apple Podcasts and Spotify? If you have a long-form audio podcast – ideally 20 minutes or longer – you can create a goldmine of highly-sharable audio, visual, and written content across multiple platforms. That way, you can meet your audience wherever they are spending their time, whether that’s on social media, YouTube, or your website. In order to turn your podcast into a content powerhouse, there are a few things you’ll need to learn first:

  1. Why podcasting is more than just audio
  2. What a strong, repurposeable podcast looks like
  3. How to repurpose and scale your podcast content

Unfortunately, most people don’t get to step 3 because they make a few mistakes along the way. Some of the most common mistakes I see people run into include:

Giving up too soon

We passed the 1,000,000 active podcasts mark in April 2020. That’s huge considering there were 850,000 at the start of the year (thanks, COVID). Unfortunately, half of all podcasts have 14 or fewer episodes.

Treating podcasting as a “check the box” activity

“Everyone has a podcast now. So should we!” While there’s some truth to that, don’t go into it without a plan or an appreciation for the medium. You could end up creating a long-form commercial, a feature-benefit showcase, or mediocre content that fails to tell your brand’s story or draw people in.

Not using the long game to your advantage

Podcasting really isn’t a medium where “growth hacking” is an option. It just takes time to build up an audience, and it’s a time-consuming endeavor whether you have 100 or 1,000 listeners.  Fortunately, it’s possible to create 40 times as many impressions through repurposing. Since you’re putting time into creating the content, don’t miss your chance to get the most mileage out of! Since you’re here to ultimately learn how to repurpose podcast content, let’s first reframe our thinking around podcasting…

Podcasting: Why It’s Not Just Audio

According to thepodcasthost.com, if your podcast episode gets 136 downloads within 30 days after release, that puts you in the top 50% of podcasters. If your show gets 1,100 downloads in that timeframe, you’re in the top 20%. Neither of these are bad! My favorite concert venue in San Francisco – Slim’s (RIP) – had a capacity of 500 people. This is what it looked like on a packed night: If you’re giving a presentation to a hall filled with that many people, you’d probably consider that a success. Same with 136 people. Don’t let the podcast download numbers get you down! Podcasting is about so much more than the download numbers you have showing up on iTunes or Spotify. Here are 3 reasons you should keep podcasting, regardless of the size of your audience:

1. It’s about having the right audience, not the largest.

If you have a good niche, talking to the right audience will always be more important than the numbers. Just because Joe Rogan has millions of downloads per episode doesn’t mean you need to in order to be successful. If you’re in a tight niche like I am with Manufacturing Happy Hour in the industrial space, 500 downloads per episode is more than respectable.

2. Podcasts are an incredible tool for listening to your customers.

Podcasting is probably the best medium for building a relationship with your audience because they get to hang out with you for a long time on a regular basis. As such, they’ll build a relationship with you and provide feedback. Twitter is a great platform for this type of conversational engagement, so make sure to tell your audience where to connect with during your podcast. For example, “If you like what you’re hearing today, make sure to keep the discussion going with us on Twitter at @MfgHappyHour!”

3. Podcasts are a repurposed content goldmine!

But you already knew that by now. Let’s talk about how you can successfully mine for all that gold…

Creating a Podcast That’s Built for Repurposing

What does it take to be a great podcaster? Is it just something you’re born with? No. Sadly, I see many people look at the art of interviewing as a throwaway skill. That couldn’t be further from the truth. Think of guys like the legendary shock jock Howard Stern or modern podcaster extraordinaire Jordan Harbinger. If you want to learn how to be a better interviewer, listen to guys like this and hear how they ask questions to elicit stories, that challenge their guests, and build them up into heroes. I would also recommend investing in an interviewing course. I personally went through The Art of the Interview course and am a better interviewer for it. This course is led by Michael O’Neal, long-time podcaster and host of The Solopreneur Hour. You’ll learn how to prepare for interviews, ask questions you can’t find answers to on the internet, and get your guests to share your show when it’s released. Whether or not you decide to host a show with an interview format, here are 3 things every podcaster – or every company that wants to start a podcast – should do in order make great content.

  1. Prepare and ask the right questions
  2. Be a curious host
  3. Provide value and entertainment

Once you make great content, that’s when you can get into the nuts and bolts of repurposing.

How to Repurpose and Scale Your Podcast Content

Once you have your long-form piece of audio content, there are so many different ways you can repurpose it to increase your reach. Here are some of the top examples:

Video

If you’re doing your podcast recording in person (or on Zoom) make sure to capture the video footage as well. This can then be turned into smaller videos that are great for social media. I recommend a tool called Zubtitle for making social media-friendly videos with headlines and captions for grabbing your attention.

Audiograms

Didn’t capture the interview on video? No problem! Audiograms are a great alternative when video isn’t available. Audiograms are basically wave forms placed over an image that are a quick way to “animate” your audio. Wavve is the tool that I’ve used for this for years.

Blog Posts

There are multiple ways to pull a blog post from a podcast, but perhaps the easiest is to pull the transcript itself. Rev is the go-to standard for transcription services.

Quotes, Sliders, and More

Quote images are a great way to create a quick, inspiring impression on social media. Or, if you want to play toward the current LinkedIn algorithm, sliders (or “carousel” posts as they’re called on Instagram) are a quick way to create an informative gallery. Tools like Canva are great for a do-it-yourself approach, or teaming up with agencies like Content10x and Sweet Fish Media to manage all of your content repurposing is great as well.

Community & Events

Once you have your content taken care of, why not turn that into community? An engaged community are the evangelists for your brand, and because you have a strong podcast, you’ve opened yourself up to tremendous word-of-mouth opportunities. From podcasts to video to blog posts, you have the opportunity to turn a podcast with niche listenership into a content-generating behemoth. It just might be the most valuable medium out there.