*This article was originally written for and published on my personal LinkedIn on February 16, 2022.
Count me among the millions of people who discovered podcasts in the last few years. I love them. I listen to ones with topics ranging from health and wellness to deep-dives on obscure cults.
Podcasts have been having their time in the spotlight in recent years. The Infinite Dial report from Edison Research indicates that in 2021, 78% of Americans ages 12+ were familiar with the term “podcasting” (up from 70% in 2019) and 41% listened to one in the last month (up from 32% in 2019). I have to assume Canadian statistics are similar.
And, just anecdotally, it seems like everyone is starting a podcast these days. For good reason. Podcasts are a long-form content medium that provides listeners with opportunities for in-depth knowledge and entertainment. Plus, you can listen to them while cleaning your house!
This widespread interest in podcasts has become evident in my freelance writing work, too.
One day, I read on a Facebook writer’s group that someone was converting podcasts into unique articles for their clients. I thought it seemed like a good idea, so added a gig on my fiverr page to see if there was any interest.
And was there ever.
Soon, my podcast repurposing gig became my most popular one. After a few months, it probably made up about 50% of my workload for all freelance writing and editing.
I’ve written articles from podcasts on the most random topics: outdoor photography, dating and relationships, a podcast about podcasting, diversity and inclusion, leadership… the list goes on.
After doing this for a few months now, I can say with confidence: if you have a podcast, you need to be repurposing it into articles, blogs, or other formats.
Repurposing a Podcast: The What
Okay, so what does it mean to repurpose a podcast? It’s pretty simple. A client provides me with their podcast (either the audio file or transcribed content or both) and I write a unique article from it.
The content of the article is usually 100% from the podcast, though some clients also want additional research. Some are connected to the podcast with direct quotes from it or a CTA to go listen, while others are standalone articles.
But it doesn’t just have to be an article. Here are other ways to repurpose podcast content:
- Social media content (e.g. Instagram captions, Facebook posts, LinkedIn posts).
- Presentations (e.g. PowerPoint).
- eBooks or books (e.g. Combining multiple podcasts into long-form written content).
This content can then be shared across other social media platforms, on a company blog, or—my personal favourite—right here on LinkedIn.
I’m talking specifically about podcasts, but other assets like YouTube videos or presentations are also great candidates for content repurposing!
Repurposing a Podcast: The Why
Why is repurposing a podcast into an article so valuable? Because you can reach a wider audience with very little extra work.
A lot of time and effort goes into creating a podcast. There’s research, preparation, writing a script, contacting guests, editing, posting, communicating with listeners… It’s a lot!
So, after all that work, wouldn’t it be great to get a little more “bang for your buck?” By repurposing that content, you can share it across new platforms and potentially reach new audiences.
Here are some more reasons why you should repurpose your podcast into articles:
- The hard work is already done. You are now just helping it go further. This is a classic case of “work smarter, not harder!” Why continue to create brand-new content when you can just repurpose what you already have?
- New mediums = new audiences. You might be able to reach a new audience here on LinkedIn through written content that would never stumble across your podcast any other way.
- Search Engine Optimization. SEO. The silent force that dictates what gets visibility on the internet. By carefully incorporating SEO keywords into blogs and articles, your podcast website or platform can start ranking higher in search results and increasing traffic.
- Reinforce the main ideas of your podcast. People learn in different ways. By coupling a podcast with a written article, you are reaching people with different learning styles. It also lets them go and quickly read through the main points after listening to the episode to reinforce what they learned.
- Provide your audience with options. Even the most ardent podcast listeners might not have time to listen to every episode you put out, especially if they are in that 45-60+ minute range. By providing the content in writing as well, they can keep up with new episodes and engage with you.
Being a content creator is hard work, especially when you have to think about multiple platforms. That’s why creating one super solid asset, like a podcast, and repurposing it into other formats is the way to go!
Repurposing a Podcast: The How
To get started repurposing your podcasts into articles, you need to think about your skillset, time, and interest in doing so. Some podcast hosts might choose to create their own articles, but many don’t like writing or want to spend the time doing so.
That’s where a freelance team can come in. Just think: you probably already outsource your podcast editing to someone or use services for things like graphic design and web development. A writer can be another integral part of your team, helping you repurpose content and get the visibility you need for your podcast.
Here are some things to consider when bringing a writer on board:
- Where will you post the articles? The platform (i.e. LinkedIn vs. company blog) will determine the tone, style, and length of the article.
- How connected to the podcast should it be? One option is to directly drive people to your podcast and include a CTA to go listen to the full episode. Or, you might want to keep it 100% standalone, with no mention of the podcast. This helps with general name recognition and provides value to your audience without a “sales pitch” for the podcast.
- What is the format for the article? Most podcasts already include show notes with links and information from the episode. An article can simply expand on this style, or it can be more of a narrative or long-form article.
- Are you planning to convert each episode into an article? You may want to have articles for each episode or just a one-off here and there. This will determine the scope of work and the nature of your relationship with a writer.
There are a lot of platforms to connect with writers. LinkedIn is a good one, as are freelance websites such as Upwork and fiverr (I use and love both). It’s important to ensure a good fit between writer and podcaster, so doing start with a trial or sample and go from there.
Repurposing your podcast content into articles and blogs is an excellent way to make all of your hard work go further and reach new audiences.
I’d love to talk more with anyone who wants to learn more! And, if you’re looking for a writer—let’s talk! My inbox is always open.
Also, drop your favourite podcasts in the comments below… I’m always looking for something new to listen to!