How to Repurpose Your Podcast Content Across Marketing Channels
In simple terms, repurposing content refers to reusing an existing piece of content in a new creative way. With the right repurposing strategy, you can turn your podcast episodes into several pieces of snackable content that you can distribute across social media.
Are you just getting started with repurposing? Are you trying to optimize your ongoing repurposing efforts? Either way, you’re in the right place.
In this post, we’ll dive into:
- The benefits of repurposing content
- How to repurpose content for social media
Ready? Let's go!
Why Should You Repurpose Your Podcast Content?
There are numerous reasons why repurposing content is so valuable to your podcast’s marketing strategy.
- It maximizes the return on investment (ROI) of your long-form content
- You can reach a new audience and engage your listeners at the same time
- It’s more cost-effective than creating social content from scratch
- It boosts your creativity
- It makes it possible to keep an active presence on several platforms at once
Let’s take a closer look.
Higher Content ROI
Repurposing isn’t just about cutting your podcast into short clips and sharing them on social media.
You can also repurpose and repost your short-form social content to:
- Spark conversations with your audience when a relevant topic starts trending
- Celebrate your podcast’s best moments and foster a sense of community
- Look back at early episodes
By repurposing your social content, you can maximize its return on investment. The result is a highly cost-efficient content lifecycle.
Engage Your Listeners and Reach New Audiences
Social media is a great place to find new audiences that find your content appealing. Contrary to popular belief, you don’t always have to come up with platform-specific ideas to grow your social media audience.
Posting episode highlights across your social media profiles may be more than enough to attract new listeners. You don’t have to choose one format for your repurposed highlights, either. For example, you can experiment with a combination of written quotes and audiograms.
Save Time and Money
Amidst the hustle and bustle of marketing planning, it is very useful to have a couple of aces up your sleeve. It doesn't hurt to save yourself some time (and therefore effort and money) by leveraging work you've already done. Plus, let’s be honest: It’s hard to come up with new ideas all the time. And you should focus most of your creative efforts on your podcast, not on your social media. That’s why repurposing your content can save you a lot of stress.
Boost Your Creativity
Content repurposing is a great opportunity to challenge yourself and your team. It will be interesting and even fun to find a way to give new meaning to your podcast to get the most out of it. Looking for new value in old content is a great exercise. It can help you refloat old ideas and detect which of your episodes are truly evergreen.
Keep an Active Presence on Several Platforms
If you work alone or with a small team, you know how essential it is to prioritize tasks. Repurposing is extremely impactful for teams that don’t have the extra bandwidth to maintain an active presence across social platforms.
You just have to create your content once and adapt it to each platform’s formatting requirements, and you’re good to go.
How to Repurpose Your Podcast Content
We've already discussed some ways to repurpose your podcast content, but let's dig a little deeper. Your content can be repurposed into:
- Blog posts
You can send periodic newsletters to your subscribers by email. This is a great way to send them content of their interest that they might have missed. Plus, this creates a sense of closeness between you and your audience.
Moreover, in the newsletter, you can include some exclusive short-form content, such as commentary, behind-the-scenes pictures, or news.
However, don’t overuse this resource. Sending too many emails can reduce your open rates at best and lead to mass unsubscriptions at worst.
If you’ve never used an email marketing platform before, we recommend you check out:
Quote images are easy to create. Plus, they’re extremely shareable. Igniting interest in your podcast can be easy with an image that includes a quotable, memorable, and relatable transcript of something you or a guest said. Design will also play a big part in whether your quote gets shared.
You don’t need to be a design expert to create this type of content.
Check out accessible design tools such as:
Many podcasters run a blog. And we recommend you do too. Especially if you’re running a show that:
- Teaches listeners a new skill
- Helps listeners achieve a goal
Search engine algorithms aren’t able to process and rank audio content yet, only text. So, by creating a blog for your podcast, you can start competing for keywords and ranking on search engines.
Running a blog may seem a little daunting. You may be wondering if it would require you to write blog posts from scratch. But that’s not the case. You can use your blog to publish transcripts of your latest episodes. In that case, you’d just need to proofread and format the content.
For starters, you could use the following blog structure:
- A brief introduction, with the embedded episode included
- Transcripted highlights (divided into sections with self-explanatory subtitles)
- An outro with a call-to-action (such as “follow us on Spotify to never miss an episode” or “subscribe to our newsletter and join the community”).
Last but not least, audiograms are a great way to make the most out of your podcast highlights. Instead of publishing your best moments as written quotes, you can invite users to listen to them while reading a transcript. Audiograms combine the best of both worlds, text, and video, and give new listeners a peek into your podcast’s tone and timing.
Considering that video is the most engaging content format out there, you can’t miss out on audiograms. And with the right tool, you can create shareable podcast audiograms effortlessly.
The Best Tool to Create Podcast Audiograms
In today’s post, we shared the best ways to repurpose podcast content. There are many formats you can go for, from newsletters to blog posts. But one thing’s for sure: We’re in the age of short-term video. And you don’t need expensive tools or editing experience to make the most out of it.
With Audiotease, you can create stunning podcast audiograms from your browser, in minutes. Want to repurpose your audiograms across social platforms? We’ve got you covered: You can adjust your audiograms’ aspect ratio to match your platform of choice. From Twitter timeline videos to TikToks and Instagram reels, you can create them with Audiotease.
Curious? Try Audiotease today. Create your first video for free.