We’ve talked previously about how much time and money goes into creating content which makes squeezing all of the juice from each piece of content so important. Last time, we referenced Amber Khan’s episode of The Hard Corps Marketing Show where she blew the top off of the repurposed content conversation. Now, we’re going to get into some of the more advanced ways to repurpose podcast content, that Amber highlighted.
9 Types of Advanced Content Repurposing
1. Inform Case Studies & Whitepapers
Say for example that your conversation on the podcast revolved around strong examples or interesting facts and statistics, with a little extra work this can easily be transformed into a gated whitepaper or case study for your company’s website. With this approach, you will have to put a little more work into fact-checking and researching the topic and the specific content of the conversation. With the proper writing, this can be a great lead magnet for both outbound and inbound efforts.
READ MORE: 11 More Ways To Repurpose Podcast Content
2. Fill Your Newsletter
The worst part of creating a weekly or monthly newsletter is always having to come up with new ways to say things to keep the message fresh and interesting while delivering value to the customers that are subscribed. You can repurpose podcast episode as the basis of your newsletter, or at least a large section of it, so you aren’t on the hook for coming up with all of the new ideas from scratch!
You can provide details of the discussion around one topic from the show or give a broad outline of the episode. You can embed the graphics and video clips that you have already created from the podcast into the email itself! Remember that everyone digests in formation differently so provide plenty of alternate forms for them to enjoy.
If you’d like to sign up for our B2B Podcasting Strategy, Trends & Tools Newsletter to stay on top of podcast news and ways to repurpose podcast content, you can sign up here:
3. Create an Email Follow-up Series
If your podcast episode focused on a field that was germane to a webinar, sales call, etc. you can use content from that episode in your automated email sequence following that event. You can use text to describe the episode, graphics to highlight quotes or ideas, and engaging video clips to immerse the recipient in the content. If you or the guest did a good job of explaining a key point from the event, include that front and center in the campaign emails. If the conversation started out with the basics and progressed to more advanced concepts, consider reflecting that progression in the succession of emails so that each email develops the ideas of the email prior.
4. Edit a Mash Up Video
Creating a mash-up video usually requires more than one podcast episode, but it can be engaging for viewers and generate a lot of buzz as all of the guests featured will likely share this video with their social networks. For this reason, it’s very important to make sure the guests are presented in the best light possible in both the episode and all of the adjacent content coming from it. These videos can revolve around a single topic with many opinions on it from the various guests. They can also be based on a specific question or segment of the podcast which provokes interesting conversations or delivers great takeaways. Don’t be afraid to get creative and throw together all of the funniest bits and pieces from the show, provided of course that they present the guest in favorable lighting.
5. Write a Book Using Your Podcast (Print, Ebook, Audiobook)
Books are great credibility builders and help to establish your authority! Writing a book based on a podcast also generally requires more than one episode. However, this is a much easier process for writing a book than staring at a blank Google Doc. When you’re writing a book based on a podcast, using the transcripts from the episode and tweaking them to the format of the book is a huge time saver. While auto-generated transcripts aren’t perfect, they are a great jumping-off point! A few episodes around a similar idea can become a chapter of the book and you can provide the readers with callouts to the exact episodes which the book is referencing.
Once you have the book written, the next interesting part is the distribution strategy. The three main forms of books now are print, E-books, and audiobooks. Traditional printed books are easy to hand out and use as props, not to mention many people prefer reading from paper rather than a screen. E-books allow for faster and more widespread dissemination of your ideas. E-books also work great for lead capture with a gated content strategy. Finally, audiobooks are growing massively in adoption and allow people to take your book with them and engage with your ideas while doing a whole host of things from running to sitting in an airport and everywhere in between. (If you hadn’t guessed yet, yes, you can repurpose your book’s content in a million different ways as well.)
READ MORE: How to Write Your Book Using Your Podcast
6. Offer Subscriber Exclusive or Gated Content
You can record a section of the podcast that is only made available to subscribers or gate that segment behind a contact info form. As long as the content is interesting enough and provides substantial value for customers, they will have no problem filling out a form to get it. You can have fun with this and include things like bloopers, outtakes, and behind-the-scenes footage alongside great takeaways and extra tips.
7. Create Online Courses
Once you have a good amount of podcast episodes recorded and you’ve discovered some of the themes amongst them, you can present what you have learned through an online course. You have the decision to make this available free on your website or YouTube or to keep it behind a form or paywall. Consider embedding the YouTube videos directly onto your site to give your website some SEO benefits!
8. Outline Your Webinars
Webinars are kind of like junior online courses and allow you to share some of the key insights that you have discovered through the course of the podcast. Webinars are valuable both as a live event and as recorded video content (Which yes, you can also repurpose).
9. Provide Membership Offers
You can offer portions of the podcast content as a reward for joining a club or exclusive group. Even with this, your focus should always be on delivering value to your customers, which will keep them coming back for more and grow their mutual trust with you.
If you want to keep reading blog posts like this one, here’s a recent post on how to prepare both yourself and your guest for your podcast before hitting record! You can also check out our this post about how to stay interested in your podcast!