5 ways to maximize the utility of your podcasts

Podcasts. They’re everywhere. It could be a recap of your favorite TV show, an interview with a respected business leader, or the latest episode in that serialized story, podcasts are here to stay.

Podcasting is the emerging platform for forward-thinking people who want to take advantage of the power of audio. It seems like everyone out there has a podcast, yet how many of them have tapped in to the true power of the podcast by incorporate it into their content marketing strategy?

How to regenerate your podcasts (and save time)

Smart content marketers regenerate successful content into other formats to extend its reach and value, and attract new audiences. Smart podcasters do the same thing.

Here are five ways to use your insightful audio content to enhance your other content marketing and pump up the volume. (Sorry, I couldn’t resist the reference.)

1. Turn podcast transcripts into blog posts (or presentations, or micro-videos…)

One of the easiest ways to regenerate your podcasts is to transcribe them and post the content on your company blog. Why would you take the time to do this? Simple: SEO.

Right now search engines can’t search for something you said in the audio of your podcast, so you’re missing out on a lot of search engine love with each episode. So a transcript helps people find the specific episode of your podcast in search results.

Secondly, it helps out people who can’t listen because of a physical disability, personal preference, learning style, or any other reason. You’ll open up your podcast to an entirely new audience with a transcript of the episode. Brad Hussey realized this when he moved one of his online courses to a self-hosted website. After requests from many hard-of-hearing students, Brad added text-based slides for all of his live courses and he’s hard at work adding closed captioning to the course.

You can do it yourself or outsource it to a transcription service like RevCastingWords, or SpeechPad, but make sure you’ve got the budget, as these services aren’t cheap. If you are on a strict budget, consider doing what Brad did and create text-based slides or presentations of your podcasts to offer listeners. Not only will you capture anyone who may have difficulty listening to your podcast, you also serve the “I can’t use headphones at the office while I work” crowd (or anyone else that can’t listen to your podcast, no matter the reason), so they can still benefit from your valuable information.

Jay Baer of Convince & Convert used to take his 3-minute Jay Today videos and convert them into seven different content types:

  1. the initial video
  2. a separate audio podcast from the video
  3. the transcription of the video
  4. a blog post from the transcription that’s published on the Convince & Convert blog
  5. a LinkedIn Pulse article
  6. a Medium article
  7. a Facebook video

[bctt tweet=”Regenerate a single podcast into 5 different content types like @jaybaer. #levelupyourcontentmarketing #contentmarketing #regeneratecontent ” username=”juliaborgini”]

2. Research your next eBook

When it comes time to writer your next eBook, you’ll have to do some research for it—sometimes a lot of research. It’s important work, but it’s time-consuming. As a busy marketing professional, your To Do list is already jam-packed, so who has time to do more research?

If you’re a podcaster, you can combine your podcast interviews with your eBook research and save time. Win!

That’s one of the takeaways Tim Ferriss had from his first steps into podcasting. He said in his blog post on the topic, “Worst-case scenario, the experience would help me improve my interviewing, which would help later book projects.”

3. Grow your email list with giveaways

Have you thought of using the contents of your podcast to grow your email list? Your podcast is a great source of giveaways you could use to build your email list. Create checklists from the content, include quotes from it in a roundup post, and more. All to get your audience to subscribe to your email list.

John Lee Dumas, host of EntrepreneurOnFire, has grown his business by repurposing podcasts for email opt-in giveaways, such as his post Top 15 Business Books Recommended by Today’s Top Entrepreneurs.


4. Create an online course

You can bundle podcast episodes together to create an online course for your audience, just like Copyblogger founder and CEO Brian Clark did here. Many people think of doing this with videos and webinars and completely ignore their podcasts, but they contain valuable content too.

Once you’ve finished your episodes, you may have plenty of raw content you can regenerate into the foundation of an online course. Supplement the audio course with transcripts, images, slide decks, and more, all from the initial podcast episodes.

[bctt tweet=”Turn a podcast series into an online course & double your helpfulness to your customers. #regeneratecontent #repurposecontent #customersuccesse #customereducation” username=”juliaborgini”]

5. Build social proof for your business

With 42 million Americans listening to podcasts weekly and 67 million of them listening to podcasts monthly, it’s clear that there’s an audience for your content. When a podcaster interviews a high-profile authority within a market or guest stars on an influential podcast, that’s a lot of ears listening to you.

Smart podcasters will use that exposure to promote their show and add value to the other content on their sites. It’s an easy way to demonstrate how your message and that of your high-profile guest aligns, leveraging their story and authority for your own social proof.

Podcasting is another great way to get your valuable content out to your audience, in a way that is convenient to them. It lets you grow your audience, while establishing your authority. Listeners will continue to come to you for helpful information and recommend you to others when asked.

With a little planning and focused work, you can easily regenerate your podcasts into other content types that’ll help grow your audience.

Let me know how your podcast is going and if you’ve been regenerating it into other content for your company. How many different ways can you regenerate it?