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5 easy techniques to repurpose your podcast content

If you’re growing a podcast audience, get these 5 ways to repurpose your podcast, so you can gain more mileage out of your episodes and expand your reach.

June 19, 2020 by Cyn Meyer

Podcast episodes drive loyalty in a listenership like no other format. 

Monetizing a podcast capitalizes on that loyalty with sweet, sweet cash.

Trying to do both, though -- wrangling your podcast and using it to bring in revenue -- while also managing a full-scale blog, business, and social presence . . . that’s a headache.

How are you supposed to continuously come up with great new content day-in and day-out?

Answer: You don’t.

If you have a podcast that’s already running like a well-oiled machine, you don’t have to keep hitting the pavement for new content. Repurposing your podcast content is easy, straightforward, and offers tons of potential for growth without a lot of upfront costs.

Today, we give you five creative ways to turn your podcast episodes into other popular content formats for your audience to consume, so you can grow your audience without having to go back to the drawing board for content ideas.

In no particular order, here are five ways to repurpose your podcast content.

5 creative ways to repurpose your podcast episodes

#1. Create a video from your podcast content

A powerful way to leverage your podcast content is to turn it into video content.

If you’re interviewing someone on a podcast episode, this makes for an ideal opportunity to record a video of your podcast interview (yes -- two birds, one stone).

With the audio recording gear already in place, you just need to add a solid setup with the right lighting and camera to film a video version of your episode. 

Check out how renowned author and entrepreneur, Tim Ferriss, turned his podcast episode #409, into a video format for audience members who prefer to watch, rather than listen to, content.

If you’re sure about what equipment to use, it doesn’t have to be fancy, especially if you’re just starting out. In fact, you can shoot professional-quality video using just your iPhone

For podcasters who want to go beyond an iPhone, you can purchase a decent webcam like the Logitech C920 and an inexpensive light setup using a simple “studio lighting” search on Amazon.

Regardless of your gear choice, it doesn’t need to be fancy or expensive to capture professional footage.

Once you’ve captured your raw footage, you can use free tools like HitFilm Express, Lightworks, and OpenShot to edit your podcast content and turn it into a polished video.

Not too complicated, right? 

And yes, if you’re wondering, the extra setup and editing time that comes with video is worth it.

These days, video is the preferred content format. 54% of consumers want to see videos from brands over any other content format. 

What’s more, a staggering 85% of internet users watch online video content each month. 

The main takeaway is you can double your mileage from your podcast interviews by expanding recording sessions to capture both your podcast audio and video.

Of course, while video is the overwhelming heavy contender in content, it’s not the only one. Some people don’t have the want or time to listen to a full episode -- for them, our next tip for repurposing your podcast is perfect.

#2. Turn your podcast episode into a blog post

Another effective way to repurpose your podcast content is to convert it to blog articles.

Blog posts are still the most popular content format among content marketers today, with 86% of content marketers using blog posts as part of their marketing strategy.

Frequency and consistency are key when it comes to publishing blog posts. 

In fact, if you publish 16 posts or more each month, you’ll receive 3.5 times more traffic than if you publish fewer than four monthly posts. 

While this may seem like a daunting amount of written content to create, repurposing podcast content into blog posts is a much different -- and less overwhelming -- story.

A big reason why your podcast is an ideal source for repurposing into a blog article is the sheer length. An average podcast is 43 minutes long, which means there’s plenty of content to pull from for putting together a long-form blog post. 

And these days, the ideal length for a blog post is long-form and between 2,100 and 2,400 words, according to a HubSpot study of 50 of their most-read blog posts.  

To speed up your writing process, you can use free audio transcription tools, like oTranscribe, or affordable paid services, like Rev, to get a written foundation. 

From there, pull out the main points from your podcast and arrange it into a cohesive article. 

If a long-form blog post sounds a bit long, you can still use your podcast content to drum up a shorter article. 

This is what renowned coach and entrepreneur, Marie Forleo, does with her podcast material. 

Check out how she reformats a podcast episode interviewing Tank Sinatra -- which also doubles as a MarieTV video episode -- into a short blog post (~250 words).

This enables her to net in more search traffic since blog posts and show notes, even short ones, are better for SEO and Google than podcast links alone.

I.e., it helps her attract a larger audience that otherwise might not have found her show.

Which is something our next repurposing tip can also do for you, except instead of turning something long into something equally long, it’s all about cutting your material down into shorter snippets. One-liners, even.

#3. Use clips or quotes from your podcast in social media posts 

A third ideal way to repurpose your podcast content is to glean key points and peak moments from your podcast and turn it into an engaging social post.

Why social media posts?

As expected, there are no signs pointing to social media disappearing any time soon. Having grown consistently and rapidly since 2005, 72% of the public uses some type of social media regularly today.

So, if you want to expand your audience reach, head to where the people are and repurpose your podcast on your social channels.

One option is to pull intriguing quotes from your podcast and feature them in a graphic post.

For a real-life example, look to Podcast.co, who featured a quote from their podcast guest, Tony Loyd, on a Facebook post and used it as a way to connect and engage with their audience on social media.

Alternatively, you can layer an audio file over an image that promotes your podcast and turn it into an audiogram. 

In case you’re unfamiliar, an audiogram is a short audio clip that’s converted into a video file, so you can publish a podcast teaser on your social media platforms with both the visual and audio content.

Audiograms are an ideal way to share a trailer or highlights from your podcast episode to help build your brand awareness and grow your podcast listener audience.

For instance, successful online business coach and entrepreneur, Amy Porterfield, posts audiograms on her Instagram channel promoting her entire episodes, like episode #281 about How to plan your first (or next) photoshoot.

The image is a simple graphic that includes info about her podcast episode with a layered audio snippet from the podcast.

Like videos and articles, audiograms are highly effective. 

In a Headliner study that compared a static image to an audiogram post on Facebook, the audiogram received five times as much traffic for the same amount of ad spend.

So, creating graphics for your social posts that pull from your podcast content is worth it.

And it doesn’t have to be a big hurdle, either. Graphic tool sites like Canva and Venngage have image templates that you can easily customize for any of the popular social platforms. 

Combined with Audacity and Headliner (or Wavve), and you can pull audiograms altogether for free.

For a walkthrough of how to use Headliner, pictured above, check out this help doc. For Wavve, head over here for a video step-by-step. And if neither option suits you, the above mentioned Podcast.co is a pricier (and suitably fancier) solution for creating audiograms.

OK. We’ve covered a few ideas on how to repurpose your podcast to reach new audiences thus far. 

Now we’re going to get into the fun parts.

Once you have your audience-attracting formats in place, it’s time to repurpose your podcast content as digital products for sale, which brings us to our next tip today.

#4. Expand on your podcast and repurpose it as an ebook

Another way to give your podcast content more legs is to repackage it into an info product for sale.

Ebooks are a solid option to consider, especially considering the post-pandemic surge in ebook popularity. 

As people revisited their reading habits while on lockdown, the growth rate for global ebook revenue was recalculated and is now expected to reach $19.3 billion in annual revenue by 2024 with a compound annual growth rate (CAGR) of 4.2%.

To hop on this growth, you can expand on the concepts in one of your popular podcast episodes (or several of them) and distill it into a reader-friendly ebook.

The steps are pretty straightforward:

  • Identify the key points you want your ebook to cover. Focus on concision -- your ebook should deliver one core end-result for the reader.
  • Create an outline based on those key points.
  • Write. This is the hardest step.
  • Edit. This is where most writing gets, for lack of a better term, good.
  • Format. Ebooks have a lot more flexibility than print-and-paper -- use that.
  • Publish your ebook to sell to your audience.

If you’re looking for a more detailed playbook on how to create and sell an ebook, we’ve got you covered in this 11-step ebook guide.

While it takes a bit of work upfront, once you have a finished ebook in hand, you can enjoy the benefits of selling a digital info product -- the main one being scalability. 

In other words, you can create your ebook once and sell it to unlimited customers with only marketing to maintain.

Check out how pro forager and entrepreneur, Robin Harford, sells his Foraging Through the Year ebook for 50 euros.

Or content creator and founder of Hackerpreneur, Marc Eglon, who sells The Tiny Product Manual to his audience for $39.

Neither of them has to worry about inventory or delivery. If a customer wants to take them up on their offer, they can do so without any extra juggling on their -- or the customer’s -- part.

(Like the look of their products? You can get the same setup today with our 14-day no-obligation trial.)

Bottom line: you can sell profitable digital products to unlimited audience members by reformatting your most popular podcast episodes into an expanded ebook.

But if creating a full-blown ebook sounds like you need more than your current bandwidth, our next option may be more appealing, and as a bonus, still comes with a potential profit.

#5. Repackage your podcast into a digital download

A final way to repurpose your podcast episodes is to turn them into digital downloads. 

Just like an ebook, once your digital product is created, the bulk of the work is complete and you can sell it to infinite customers with only the promotion to maintain.

Again, this is a perk that Marc Eglon knows well. In fact, he offers a series of Hackerpreneur Magazines for $4.99 each.

You can follow suit and create a series of digital downloads based on a series of your podcast episodes.

Even if you don’t sell your digital download to your audience, you can create a simple one and use it as a free lead magnet to grow your email list. Once you have your audience’s email, you can nurture your contacts and offer them a paid digital product later on down the road.

Digital downloads come in a wide array of formats, many of which are among today’s top forms of media used in content marketing strategies. 

That’s what a recent HubSpot study of 3,400 global marketers tells us, anyway. According to the study, among the top forms of media are digital downloads: case studies, ebooks, white papers, and checklists.

If you’re looking for a straightforward done-for-you way to create a digital download, try our digital download generator.

You simply answer a few questions and choose from a checklist, numbered list, or text and images format, and the generator pops out a custom PDF.

Look, regardless of the format you go with, your podcast episodes are a great source of content for repurposing into digital downloads, which you can use to sell and grow your audience simultaneously.

See why Podia is the best platform for selling digital downloads

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Repurpose your podcast and expand your reach 

Expanding your audience of listeners to also capture readers, viewers, scrollers, and prospective clients doesn’t have to be like reinventing the wheel. Just leverage the power of repurposing your podcast content.

To recap:

  • #1. Create two polished content formats in one sitting by recording both audio and video footage of your podcast episodes. 
  • #2. Transcribe your podcast episodes and edit them into blog posts for your audience members who prefer to read. 
  • #3. Grab quotes and audio clips from your podcast and match them up with compelling graphics to post on your social platforms.
  • #4. Take your top podcast episode(s) and expand on it to create an ebook for sale.
  • #5. Repurpose your podcast content by turning it into a digital download, which you can sell to your current audience or offer as a free download to reach new audiences. 

Ready to divvy up your podcast content into an array of formats? Great, your (growing) audience awaits.

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