In case you haven’t heard, podcasts are booming.
That’s right. The podcast has officially come of age and is on a fast-track path to becoming the king of the content world.
In fact, it’s now so popular that if you’re not listening to a podcast on a regular basis then what are you even doing with your life?
It might sound like an exaggeration, but let’s look at the stats:
- There are now more than 1,500,000 podcasts in existence
- As a comparison, in June 2018 Apple said it had 525,000 active shows
- There are now more than 34 million episodes (October 2020 stats) worldwide
- Podcasts are available in more than 100 languages
- In the UK, BBC Sounds is the most popular platform for podcasts, followed by iTunes and Spotify
- In the UK, 35% of regular listeners tune in to a podcast several times a week
- In the US, 55% of Americans have listened to a podcast, up from 51% in 2019
That’s a lot of audio content out there in the world.
But what if your target audience doesn’t listen to podcasts yet? It doesn’t mean they’re not interested in what you have to say. It just means they won’t find you via podcast directories because they’re not using them.
A solution to this is to repurpose podcast content into blog posts.
Why should I repurpose podcast content?
Yes, I know, you’ve already put a lot of effort into creating a podcast. So, why go to the extra effort of repurposing it?
First and foremost, it’s a good marketing strategy. The content is already there. It’s been created. But so far it’s only in an audio format.
By repurposing it into a blog, you can boost SEO and share on social media channels to further grow your reputation and audience. And you never know, someone might find the blog post and then decide to subscribe to the podcast. It’s another way to get your work out there and hopefully gain new listeners.
How to repurpose podcast content
Okay, now you know why you should repurpose podcast content, let’s look at how it’s done.
The best way to start is to select an episode (preferably one of your most successful) and get a transcript of the content. You can use software or a transcription service for this. Then, once you have the transcript, the editing work can start.
It’s important to remember that when we speak we use lots of fillers like, “em”, “you know” and “yeah”. We also tend to jump from topic to topic or speak without using correct grammar. This is normal. But it’s not a good way to write.
To correct this, you will need to edit the text so that it reads like an article. This means deleting fillers or sentences that are repeated. Structuring the content so that it flows with an introduction, a conclusion and sub headings in between. Plus, you can even include infographics and images to demonstrate points in a way that you can’t in a podcast.
It’s also best practice to factor in SEO keywords into a blog post to really maximise your effort. However, don’t forget that your target audience is people. Writing for Google is great for boosting SEO, but readers are real and in today’s digital world they are savvy. Avoid the temptation to stuff the article with keywords and keep it natural instead.
Work with a copywriter
A lot of people make podcasts because they love creating audio content but not necessarily writing. If this is you then it could be a good idea to work with a professional copywriter to transform your podcast episode into a blog.
Why? Because copywriters know how to write blogs in a natural style to attract the reader while also ticking the right SEO boxes. Working with a copywriter will also free up your time to focus on making more podcasts.
And finally, to make sure you’re really convinced about repurposing your podcast content into a blog, here are a few more reasons why you should:
- 32% of Americans listen to a podcast once a month
- Catch the non-listeners with a blog
- Bring great topics out of the archive for a new audience to discover
- Widen your network by working with other content creators and expand your knowledge
So, that’s it in a nutshell. Repurposing podcast content into a blog is the way to go. It might even win you some new listeners in the process.
Want to know more about repurposing podcast content into a blog? Get in touch at firstname.lastname@example.org