Creating content can be a massive undertaking that chews up around 80% of a typical marketing budget according to Amber Khan on an episode of The Hard Corps Marketing Show. Because of the cost of new content, marketers should be trying to get the most mileage out of each new content piece possible. However, producing new content doesn’t have to be so expensive or time-consuming.
A podcast for your company acts like a never-ending source of evergreen content without the huge price tag or time commitment. This allows you to spend more of your budget on promoting the great content that you’ve carefully crafted. With a B2B podcast, you can speak with ideal customers, key stakeholders, and subject matter experts. Here are 11 easy ways for you to generate tons of content from even just one podcast episode without metric tonnes of effort. All of the examples I’ll be using originate from the very same Hard Corps Marketing Show episode referenced above featuring Amber Khan.
Content from the Podcast Episode Itself
Audio Podcasts
Podcasts are a great way to build brand awareness, generate prospects, and nurture leads. Currently, there are around 3-5 million podcasts out there, depending on who you ask. While that may seem like a lot, compared to 600+ million blogs, it’s peanuts. And to add to that, there are almost 100 million podcast listeners in the United States alone! Using hosting platforms like PodBean, Transistor, etc. it’s easy to get a podcast listed on major platforms like Spotify, Apple Podcasts, and Amazon Music. From there, you can get amazing exposure, build a following, and spread your company’s message.
Video Podcasts
Many people prefer to enjoy the video version of podcasts on platforms like YouTube. With YouTube being the second most used search engine on the planet, this is another amazing way to gain exposure and build a following. The description of your podcast will be scrubbed by Google to help with SEO along with providing quality backlinks to your company’s website.
Repurposing the Content Made While Connecting
Short Form Video Clips of Your Podcast
You can take clips from your podcast that cover a specific topic very well or provide some standalone value and post those clips on YouTube and other video sites. There’s no specific length for these clips; they could be three minutes or thirty minutes! These posts can point back to the main content piece, your website, or a specific landing page. Additional clips not only offer greater exposure, but they also help with SEO. How many clips can you get from a 30-minute or hour-long podcast about a topic important to your business? The answer is probably more than you would imagine!
Creating Blog Posts From Your Podcast
Blogs are well known as a good way to boost SEO, establish credibility, and share important ideas and messages from your company. However, coming up with a blog post that provides value to the intended reader is not always simple or cheap. Basing the post on a podcast interview is like refueling an F1 race car. Podcasts provide the necessary facts and knowledge to construct an article along with the transcript of the conversation that can be directly copied and pasted. The better the podcast, the better the blog and the better the blog, the better the SEO benefits. Even this blog you’re reading right now is based on a podcast interview!
If the topic of an episode is important to your company, there’s nothing wrong with writing multiple posts about it! In fact, you should experiment with different length posts. Try making a short and long post about the same topic to provide value to people, whether they prefer one format or the other. If for nothing else, it will provide your website with more keyword-laden pages for Google to crawl.
Fueling Your Social Media with Upcycled Podcast Content
The amount of time people spend on social media is only growing and the speed at which new content is posted on the platforms is as fast as lightning. Because of this, one single tweet for your new blog post, whitepaper, or podcast episode is simply not enough. That one lonely post will almost immediately get lost in a sea of other content after being posted. Add to that, people prefer to consume content in all sorts of different ways, so what works for one person may be completely ignored by another. To combat this, you need to make multiple posts in multiple formats across multiple channels to deliver the message to your target audience.
Repurposed Podcast Video Clip Formats
As Amber Khan said during the podcast, research has shown that the content that gets consumed the most is in a video format and under two minutes in length. Here are some examples of short videos in the optimal formats and the specific social media platforms that correspond.
Square Video Format
Square videos are great for using on Facebook platforms, like Instagram, as well as on LinkedIn! You can also use these as part of a Facebook ads campaign. Instagram now allows users to share video content up to 60 minutes long, so you shouldn’t have to worry about duration restrictions. Facebook is also quite generous and allows you to post videos up to 240 minutes long! LinkedIn on the other hand, restricts videos to 10 minutes.
Vertical Video Format
This format works best for Instagram Stories and Reels, YouTube Shorts, and TikTok. These posts perform best when they are under 1 minute long. The minimum resolution you should upload these clips with is 720p (1280 x 720), but we recommend uploading video files with a resolution 1080p (1920 x 1080).
Wide Video Format
Use the wide format for videos on Twitter and LinkedIn. Twitter caps videos at 2 minutes and 20 seconds whereas LinkedIn allows videos that are up to 10 minutes long. If a clip is too long but still has value, it can be split across multiple clips and posted on Twitter as a thread.
Audiograms using Podcast Content
These can be used on LinkedIn, Twitter, and Instagram. They serve as yet another format that some people may like consuming better. Audiograms are especially helpful if the video quality is poor or you would like to avoid showcasing all of the jump cuts that are from the editing of the clip.
Social Media Graphics from Repurposed Podcast Content
Podcasts are quote-generating MACHINES! You can pull tons of great quotes from a standard-length podcast episode. This is a really simple way to create nice-looking graphic posts using a good template. Make sure to use the right image format when posting to multiple channels! Please bear with me as I went to school for marketing and not graphic design!
Wide Graphics for Social Media
This size post works best on LinkedIn or Twitter. Although it’s also right at home in an email, but that’s for another time. Or should I say, another blog post!
Square Graphics for Social Media
These posts fit best on Facebook platforms and can also be used with Facebook Ads campaigns. You can also use them as part of a post on LinkedIn.
Text Posts from Repurposed Podcast Content
You don’t need to be reminded of the massive reach that Twitter has around the world. We’re all well aware that many people go to Twitter to get their news, connect with friends, and discover new content like yours.
RT @yourfriendCC Creating a brand experience using repurposed content at each stage of the buyer’s cycle can be the difference between a casual viewer and a subscriber.~@MeetAmberKhan on the @HCMarketingShow with @CaseyChesh
— The Hard Corps Marketing Show (@HCMarketingShow) September 29, 2020
While you’ve just seen eleven different ways to repurpose the content from one podcast episode, I should tell you that this is just barely scratching the surface of what you can generate from a podcast! To take things a step further and get a little more advanced, look for our upcoming blog post which dives into using podcast content for building out email nurture campaigns, online courses, and even books!
READ MORE: How to Use Your Podcast to Write a Book
If you want to learn more about podcasts, repurposing content, or generating leads you can reach out to the man behind the curtain, Casey Cheshire, here or via email at casey@ringmaster.com
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!
Resources:
- Amber Khan LinkedIn: https://www.linkedin.com/in/meetamberkhan/
- HCM Episode 208: https://www.hardcorpsmarketing.com/e/dethroning-content-creation-amber-khan-hard-corps-marketing-show-208/