One of the biggest benefits of podcasting as a content platform is that each episode can be repurposed into dozens of pieces of microcontent across various mediums.
Episodes can be turned into blog posts, micro-videos, graphics, audiograms, text quotes, and more.
All this repurposing takes time, however.
One of the best ways to reduce that time while also pulling out better content for each of the platforms on which you’ll be sharing is to begin with the end in mind and bake your marketing materials into your podcast.
When you know the type of content that you want to be sharing on social media from the start, you can make sure to include it in the podcast for easy repurposing later.
Create With the End in Mind
Rather than combing through the podcast episode for an engaging audiogram clip or a video to pull out and share on social, simply frame a question during the interview with the sole purpose of cutting it out and sharing it later.
If you script or bullet point out your solo episodes, write them in a way that makes it easy to post the script as blog post, or pull out full chunks as social captions and posts.
One of my favourite techniques is to create additional promotional content while I have my podcast guest on the call that never even makes it into the podcast.
After the interview has wrapped up, I’ll ask them a couple of short-answer questions summarizing the main points of the podcast, specifically intended to be shared on social media to give people a taste of the episode.
This makes it so much easier to find this social content and easily cut it out rather than having to comb through the entire episode looking for gold. If I hear the guest say something that’s gold during the interview, I simply ask them about it again at the end.
Before you can start practicing this method of production, you need to know what type of content you actually want to be sharing on social media to promote the show, and what’s going to resonate with your audience.
Experiment with various content across audio, video, and text and find out what your audience engages with most strongly. Then bake more of that type of content into your podcast creation and kill two birds with one stone.
Every Sunday I send out an exclusive article on how to use podcasting to build an audience and grow your business.
No opt-in, no freebie no bribe. But hopefully a new perspective, encouragement, and maybe even some occasional wisdom. It’s something I’m proud to create and I’d be honoured to share it with you.
Jeremy travels full-time, loves long-distance cycle touring, and will always look back on the day he finally saved up enough money to buy the Millennium Falcon Lego set as one of his proudest achievements. He believes that the way to grow sustainable businesses is by leading with heart, vulnerability, and helping your people be and become their best selves.
- Why Wouldn’t They Just Google It? - March 14, 2021
- Before You Can Market Your Podcast, You Need To Create A Marketable Podcast - March 11, 2021
- Podcast Promotion & Marketing Are Different (Here’s How to Use Each Effectively) - March 10, 2021
