Producing a podcast is hard work. (I know, I produce The Copy Corner with Terry Schilling every week, covering every content marketing and writing topic under the sun.)
When you’re pouring your hard work, time, and sweat into something to come up with just a 10-30 minute audio file to simply upload to your podcast platform, you’re missing out on a world of opportunity. The promotion of that podcast episode should always extend beyond a slapdash “Check out our new podcast episode!” post on social media.
Never call it a day at this early stage.
A podcast episode is truly another channel of content for your brand or your business. Treat it as such.
Luckily, there won’t need to be guesswork involved. Here, I’ve detailed how to repurpose your podcast into eight additional formats to make the most out of every episode you record. With enough repetition, you’ll be able to templatize what works well for your business and have a checklist of how to get the word out.
1. Podcast show notes
Podcast show notes are a no-brainer piece of content. Show notes include links, products, resources, or people mentioned on the podcast as a “leave behind.” Bonus that show notes can live on in your podcast platform as well as on a podcast page on your website and not get flagged for duplicate content. If you do no other type of content on this list, please create podcast show notes as podcast producing best practice.
2. Email blasts
Notifying your loyal email list about podcast episodes is promoting to a warm audience. Email is far from dead. According to HubSpot, for every $1 you spend on email marketing, you get back $38 in revenue. You can’t argue with that ROI.
Many podcasters curate specific newsletters for their podcast brand, and maintain a subscriber email list for that end. A common way to “jump start” that email list is an “opt-in” option from your main newsletter.
A quick blurb about the episode and any juicy tidbits to get the reader interested will do the trick:
(Source: The Verblio Show “Best of the Pod” newsletter)
Especially with dense podcast episodes packed with statistics or data points, infographics are a necessity. Simply talking through these points verbally won’t cement the information as well as a well executed infographic would—plus, it’s an evergreen asset that can be used again and again. Match quickly with designers to create these through Upwork, Fiverr, or Freelancer.com.
This extended infographic on the chronology of the history of podcasting is a good example of information that would best be preserved in a design-forward format. (Check out the full version on Copyblogger...it’s extensive.)
4. LinkedIn posts
LinkedIn should be priority #1 of social media channels to promote your podcast. Of course, do tailor this advice to those channels where you have more dedicated followings...we’re not advocating any brands up and starting TikTok or Snapchat accounts unnecessarily, here.
For LinkedIn, pull out powerful quotes, 10,000-ft view takeaways, or ask questions to get the reader warmed up and interested in the episode. Include a consistent hashtag to easily search your archive and 3-5 other hashtags to aid searchability for your topics within the LinkedIn algorithm.
(Source: Nextiny Marketing’s LinkedIn)
5. Facebook captions
Getting ready to promote your podcast on Facebook has the same look and feel of a LinkedIn post, but you have to be able to slightly adapt to the size restrictions per platform, as one key example in how they differ.
Facebook especially favors videos in its algorithm, so like Instagram, creating short clips of your podcast recording or audio clips will get far and away more visibility than just simple text posts. The captions you post with those video or audio assets help set the context for Facebook, and your readers, what your podcast is about. Don’t post a video without captions—make it accessible for all people and those who scroll without sound!
6. Twitter quotes
As with the other social media platforms, pulling out quotes that encapsulate the conversation or draw the reader in more are especially gripping on Twitter, where less text is allowed. It sways more visual, and frequently serves as a spot where readers compile a “swipe file” of resources they want to bookmark and read later for professional development.
(Source: Lawpods Twitter)
7. Instagram clips + quotes
Like Twitter, Instagram is a much more visual platform, and as such, photos and videos especially feed into Instagram’s algorithm. These can be video clips, gifs, or just audio soundbites of your podcast episode. The possibilities are endless!
You may want to consider making a templated design resource to showcase each new guest you host as an easy way to plug-and-play to promote each episode without always having to design something anew like this example from Steph Gaudreau. (Plus, that makes it super easy and incentivizing for your guests to share the episode themselves!)
(Source: Steph Gaudreau’s Twitter)
Videos are an all-powerful medium—as a reader, consumer of the internet, you know this. To that end, if you can record a video version of your podcast episodes as your raw footage, all the better. The opportunities for repurposing your content across marketing channels will be ripe for the picking if all that footage is already at your fingertips.
(Source: The Copy Corner YouTube)
The ideas don’t stop here...
A longer, most SEO-friendly form of these suggestions is the summary blog post, which will actually earn you higher rankings in search engines for your podcast page and website as a whole. Use blog copy to inform what you transform into additional formats to ensure you gain listenership with each episode and build clout for your podcast.
Get more value out of every podcast episode, for the good of your podcast and your brand.
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