3 Ways to Repurpose Existing Podcast Content for Maximum Audience Building and Business Growth When used the right way, blogs, Twitter and LinkedIn will attract podcast listeners, gain momentum, and hopefully lead to sales and business growth.
By Chi Odogwu
Opinions expressed by Entrepreneur contributors are their own.
Most people who use podcasts as a content creation engine often fail to get the maximum mileage from their podcast episodes. On average, a podcast episode will take three to four hours of effort to go from ideation to publication and distribution.
With such enormous effort to create an episode, getting the maximum ROI from work already done is essential. The conventional approach to promoting a podcast episode is to wait for the podcast host or a virtual assistant to promote the episode a few times on social media and hope that the visibility will attract listeners, gain momentum, and hopefully lead to sales and business growth.
This simplistic approach to building an audience from your podcast appearance is flawed and doomed to fail. Instead, it's important to ensure that every podcast episode produces a never-ending stream of long-tailed keyword-rich assets that drive new clients to your business.
Here are three ways I have repurposed podcast episodes to get the maximum visibility, build an audience of engaged fans and attract clients consistently.
Related: How to Promote Your Podcast
1. Turn every episode into a keyword-rich blog post or article
Creating a 1000-word piece within a few minutes of speaking is easier and faster than writing. Rather than simply transcribing the episode and publishing it on your website for SEO value, spend some time to polish the content and beef it up a little.
I've found that the best way to liven up an audio podcast when converting it to an article is to add a little bit of storytelling magic to it. This makes it easier to read and much more memorable for people who prefer reading.
A good article can do a lot to attract an audience to your website or business if you ensure that it's rich with long-tail keywords and offers value quickly.
Related: 3 Revenue-Increasing Reasons Why You Should Use a Podcast in Your Content Marketing Strategy
2. Create engaging Twitter threads
For many years I consistently used the automation feature of my podcast hosting platform to automatically share my podcast episodes on Twitter once they were published on my RSS feed. These automated tweets would get a couple of likes here and there, but they never led to any meaningful bump in my download numbers or increased my Twitter following.
After doing some thoughtful analysis, I realized that I was doing it all wrong. I didn't respect Twitter as a platform and did not consider that each person behind a Twitter account used the medium for a specific purpose.
Turning a podcast episode into a Twitter thread fixes this problem. Twitter threads are short stories that convey a particular message in a series of linked tweets. A podcast episode is perfect for creating Twitter threads because you can summarize an entire episode in a way that builds intrigue and engagement.
Twitter users love informative, entertaining and educational content that sparks a conversation. They hate blatantly self-promotional content that does not attempt to engage with the denizens of Twitter.
The best way I use Twitter threads is to create a soap-opera sequence. Each preceding tweet in the series should be interesting enough to get the reader to continue to the subsequent tweet.
Once you've crafted your thread, your reader should get enough information to be enlightened and entertained but still feel the need to know more because there's a cliffhanger ending that creates an unfulfilled open loop. Fortunately, the only way for the reader to close that loop is to go and listen to the podcast.
Related: 5 Lesser-Known Ways to Skyrocket Your Brand's Growth With Podcasting
3. Create LinkedIn-native short videos
LinkedIn is an excellent platform for finding new listeners for your podcast episodes. On average, LinkedIn users are often well-to-do and typically more inclined to buy professional services.
LinkedIn has recently become a video-first platform for professionals because videos are typically easier to consume. I've found that by posting bite-sized video clips from a podcast episode highlighting two or three key takeaways from the conversation, I've channeled traffic from LinkedIn to my clients' podcasts, which has led to an increase in podcast streams and download numbers.
The great thing about LinkedIn traffic is that LinkedIn members have a stronger bias for action compared to users from social media platforms. So the more you post engaging video content, the more likely you'll build an audience of people who will buy your products and services.
