How to Repurpose Your Podcast for Marketing
Every time you record a B2B communications podcast, your organization is sharing deep expertise and valuable insights. Why leave it siloed in one channel? There are so many ways you can repurpose your podcast for marketing and reach a larger audience.
6 ways to repurpose your podcast for marketing
Use excerpts in social media posts
Figuring out what to post on LinkedIn, Instagram, or other social media platforms can sometimes feel like a Sisyphean task. Turn to your podcast for rich thought leadership content. (Tip: Use the transcript to easily pull out quotes, insights, stories, and tips.)
Here are some ideas to get you started:
Use a single quote for both the social graphic and caption
Share the podcast episode’s major takeaway, and ask a question about it to spur a conversation
Turn the podcast topic into a survey
If you share tips or strategies, create a list of each one (without going into detail)
Create separate, detailed posts for each tip or strategy
At the end of each social post, mention your podcast and provide a link to the episode.
Record video and turn snippets into social posts
Normally, I don’t suggest recording video while taping a podcast episode. Far too many people are uncomfortable in front of a camera, and it can lead to awkward back-and-forth and stunted conversations.
However, if you want to share video snippets on social media - and your guests are comfortable with it - absolutely record video.
You can later edit them down to capture the questions and answers that your audience will find most relevant and valuable.
Use your podcast as the basis for your newsletter
If you send a semi-regular email newsletter (monthly, quarterly), include your latest podcast episodes. First, this serves as a reminder that you have a podcast. I know your podcast is top-of-mind for you, but people are busy and forget.
Second, this is one more channel on which to share your expertise.
Keep it short and easy (see: people are busy). Use the episode name as the headline. Write one or two introductory sentences that explain what listeners will learn. Add a “listen now” button that links to the episode. That’s it.
At the bottom of your newsletter, make sure you add a link to the podcast page, alongside your social media and website links.
Create blog posts from your podcasts
Everyone has different learning styles and media consumption preferences. Some people love audio. Some love video and graphics. Some love text.
Your podcast is already reaching the audio-lovers, and if you record video, you’re reaching the visual learners. But what about the people who prefer to read?
Turn your podcasts into blogs. You can:
Publish the straight transcript (just be sure to add headlines added to break up the text)
Format it into a Q&A
Edit it so it better organizes the information shared
Turn podcasts into gated lead nurturing assets, like white papers and guides
If your podcast covers a handful of topics, you could combine a few podcasts into long-form gated content that helps you capture and nurture leads. (In order to download a white paper, for example, someone would have to provide their name, email, and company name.)
Lead nurturing assets include:
White papers
Workbooks
Ebooks
Guides
Checklists
Repurpose podcasts as speaking topics
Podcasts can be repurposed into speaking topics using three different approaches:
Topic ideas: If the leaders in your organization are asked to speak on a topic of their choice, look to your most popular podcast episodes for topic ideas. Similarly, if a leader wants to do more public speaking, those popular episodes can be pitched as topics.
Introductions to the industry: When speaking to people outside your industry, you don’t want to go too deep into the weeds. Turn introductory, 101-type episodes into high-level presentations that provide a glimpse into your expertise.
Entire speeches: Someone in leadership was asked to speak about a topic that has been covered in a podcast. No need to reinvent the wheel! Use that podcast as the basis for an entire speech, talking points, and/or a presentation.
Get extra mileage out of each podcast episode
By re-using the valuable content in each episode you produce, you are making your podcast production budget stretch a little farther. Plus, you are saving a lot of time with content creation for other channels.
The Volubility Podcasting team can help with a few of the marketing tips hit on above, and we can most certainly use our audio production expertise to ensure each podcast episode is of the highest quality possible. Contact us today to start the conversation at info@volubilitypodcasting.com.
