Corporate Podcasting: Content Repurposing to Expand Your Podcast Reach
When it comes to planning your podcast, there are different strategic and creative elements you need to consider.
And there is something many podcasters – and content creators too, for that matter – often overlook at the planning stage: content repurposing.
Repurposing content can actually make a huge difference when it comes to spreading your message. In this article, we take a closer look at how you can repurpose your podcast content into omnichannel content to grow your audience.
’Record Once, Syndicate Many’
If you have watched any of the chapters of our corporate podcasting video series, then you have probably heard us discuss the concept of ‘Record Once, Syndicate Many.’
The idea is rather simple but its effects on the impact corporate podcasting can have for businesses are huge.
If you were to reach out to a couple of Content Marketing Officers in your network and ask them about the main challenges they are facing, you are likely to hear the answer, ‘Creating content on a regular basis.’
With ‘Record Once, Syndicate Many,’ we are able to leverage podcasting as a medium to create omnichannel content at scale — in less time and with less effort, if you take the time to make a strategic plan.
The idea is to try to generate the most breath of exposure for an individual piece of content (aka a podcast episode) your company creates. And podcasting seems to be the ideal medium to make that happen.
An important aspect when it comes to content repurposing is whether you are hosting a video or an audio-only show. This matters for the fact that there are going to be repurposed pieces of content that you will be able to create with a video show but not for an audio podcast.
A short video clip is an example of this even though, as we will see later, there is something you can leverage and that can work well even if your show doesn’t feature video whatsoever.
If you are asking yourself why content repurposing is key, the answer can be found in how content has changed its focus over the last few years.
We have witnessed a shift in content going from a push strategy to a pull strategy.
Think about it for a second: nowadays, your company can use content to pull people in by educating them, informing them, inspiring them, and entertaining them – in addition to becoming an asset you can use to generate leads and attract potential clients and partners.
From Podcast Episode to…
There is a trap that some content creators fall into and that often frustrates content creators and content marketing teams around the world: wanting to repurpose a single piece of content into 10,000 micro-pieces of content.
While some completely ignore content repurposing, others treat it as something that follows content creators.
However, for it to really work for your company, and for it to integrate seamlessly in your content process, it is important to remember that content repurposing starts at the planning stage, not at the marketing stage.
Think about your goals and audience, then consider the platforms you would like to share your content on. What type of content performs best on there – so that you can use it to share your message to pull in new audience members?
After that, you can think about how to repurpose your podcast content.
Here are some examples of pieces of content you can turn parts of a podcast episode into:
A blog post, article or newsletter
A show notes page
Decks and white papers
Quote tiles
LinkedIn sliders
Audiograms (a combination of an audio segment – a quick tip, a quote, a highlight – and an image and animation)
An audiogram is to a podcast what a clip is to a video. It is a micro piece of content, typically a few seconds long, that encapsulates something that was said during a podcast episode.
In case audiograms sound like a content marketing asset you would like to explore further, we recommend looking into platforms like Headliner and Wavve.
To create an audiogram, start by selecting a part of a podcast episode (tools like Audacity, Adobe Audition, and Hindenburg Journalist, as well as Descript can help with that) you think would stand out and attract potential listeners.
Next, think about the main visual component of the audiogram. Canva, Crello, and similar platforms are perfect, as they enable you to easily create platform-specific and social media platform-optimized images.
Lastly, pick the animated effect you would like your audiogram to have. Waves, bars, and bubbles are some of the effects you will find on Headliner and Wavve.
What You Need to Remember About Content Repurposing
It is very easy to want to focus on the tools you can use and create plenty of repurposed content from your podcast episodes.
Here is what we suggest you put your attention on. Focus on creating great content first, then look at everything else.
Think of your podcast episodes as a fruit and try to “squeeze” as much content juice out of them as possible.
Keep in mind that if your content is bad, content repurposing will only serve as a vehicle that amplifies that bad content.
This is why focusing on the quality of your content is paramount. So, instead of ‘Record Once, Syndicate Many,’ think of it as ‘Record Great Content Once, Syndicate Many.’
And to make content repurposing a consistent part of your workflow, consider creating a series of steps you and your team are going to find whenever you are planning a podcast episode.
If you need help with this, or with any other aspect of corporate podcasting, don’t hesitate to let us know – and don’t forget to download our free corporate podcasting white paper.
About the Authors:
Connie Steele is the Co-Founder of Flywheel Associates, a Business & Career Strategist, am Executive Consultant, Host of Strategic Momentum, and Author of the new book "Building the Business of You." Connect with Connie on LinkedIn.
Yann Ilunga is a Podcasting & Lead Generation Consultant and International Speaker. Dubbed ‘Podcasting Advocate’ by Forbes, he has produced over 400 podcast episodes since 2014. Connect with Yann on LinkedIn.