S8 E5: Repurposing Your Podcast: Enhancing SEO

Creating valuable content takes time and effort. So, when you’ve put in the work to produce engaging episodes for your service’s podcast, it makes sense to maximise their reach and impact. Content repurposing is a strategy that can significantly boost your podcast’s visibility and improve your website’s SEO. In this blog post, we’ll explore the art of repurposing your podcast content across different channels, helping you reach new audiences and enhance your online presence.

The Power of Content Repurposing:

Content repurposing is about taking existing content and adapting it for use on various platforms and in different formats. This approach offers several benefits:

  1. Wider Reach: By presenting your podcast content in multiple forms, you can connect with audiences who prefer different media types, such as written articles or visual content.
  2. Improved SEO: Repurposed content can enhance your website’s search engine optimization (SEO) by offering fresh, relevant material for search engines to index.
  3. Time Efficiency: Repurposing allows you to make the most of your original content investment, saving you time in creating entirely new materials.
  4. Reinforcement: Reinforce key messages and insights from your episodes by presenting them in various contexts, increasing the likelihood of audience retention.

Let’s dive into how you can effectively repurpose your podcast content.

  1. Transcribing Your Podcast Episodes:

Transcribing your podcast episodes into written form is a valuable first step. This process transforms your audio content into text, making it more accessible to individuals who prefer reading or those with hearing impairments. If you’re producing monolog episodes, you’ll generally have a transcript before you record. Even if you are more free form, you’ll at the least, have a set of dot points you can expand into a transcript. Additionally, transcripts improve SEO by providing search engines with keyword-rich text to index. This improves your website discoverability and if you followed the ideas in episode 2 of the 8th season: Your Website As A Podcast Hub this will reinforce both your site and your show. It’s about linking all the parts of your content production and delivery systems into a complete, coherent matrix.

  1. Convert Transcripts into Blog Posts:

Once you have transcripts, repurpose them into blog posts or articles. Extract key points, insights, and anecdotes from your podcast, and expand on them in a written format. Each blog post can correspond to an episode, providing additional context and value to your audience.

  1. Share on Your Website:

Publish these blog posts on your organisation’s website, ideally in a dedicated section for your podcast. This not only enhances your website’s content but also creates a seamless experience for your audience to access both written and audio content in one place.

  1. Utilise LinkedIn Articles:

LinkedIn’s platform for publishing articles is an excellent place to share your written content. Craft articles that offer valuable insights from your podcast episodes and share them with your LinkedIn network. This can help you reach a professional audience interested in your disability service. Linkedin articles are limited in length, this changes from time to time but you will have to reduce the size in most cases. 

  1. Create Visual Assets:

Repurposing doesn’t stop at text. Consider creating visual assets to accompany your blog posts or LinkedIn articles. This can include custom images, infographics, or slide decks summarising key points from your podcast. Visual content is highly shareable and can help you stand out on social media. See episode 4 season 8 for deeper dive into Socials

  1. Share on Social Media:

Promote your repurposed content on social media platforms like Facebook, X, and Instagram. Craft engaging captions that highlight the key takeaways from your podcast episodes and include links to your blog posts or articles and your podcast.

  1. Audio Snippets (Audiograms):

Take short audio snippets from your podcast episodes, particularly compelling moments or quotable statements and share them as teaser clips on social media. Use audiogram creation tools to add visuals and captions, making these clips even more engaging.

  1. Incorporate Video Content:

Some social media platforms, like Facebook and Instagram, allegedly prioritise video content. I’m not entirely convinced but it doesn’t hurt to create videos, especially if you’re recording images as you record your audio. Convert your audio snippets into short video clips with visually appealing backgrounds and captions. This adds a dynamic element to your content strategy.

  1. Podcast Highlights on YouTube:

YouTube is a search engine in its own right and a fantastic platform to repurpose content. Create videos with still images or graphics and pair them with the audio from your podcast episodes. Optimise these videos with relevant keywords to improve discoverability. YouTube is also in the podcast business. Google is closing down Google Podcasts in 2024 and already has a podcast option for Youtube Creators. I’ll be producing a dedicated episode on Youtube podcasts in the near future.

  1. Email Newsletter Excerpts:

Include excerpts or summaries from your blog posts, articles, or visual content in your email newsletters. This gives your subscribers a taste of your repurposed content and encourages them to listen to your show.

  1. Incorporate into Presentations and Workshops:

If your disability service offers presentations or workshops, repurpose your podcast content to enhance these sessions. Use the written content, visuals, or audio snippets as supplementary materials to reinforce your message and direct people to your show.

  1. Cross-Promote on Podcast Episodes:

Don’t forget to cross-promote your repurposed content within your podcast episodes. Mention your blog posts, articles or social media highlights during your podcast and encourage listeners to explore them for deeper insights. Especially if you’ve referenced other episodes. Include these links in your show notes.

Measuring Success:

To evaluate the effectiveness of your content repurposing strategy, consider these metrics:

  1. Website Traffic: Track the increase in website traffic, particularly to the repurposed content pages.
  2. Engagement Metrics: Monitor engagement metrics on social media, including likes, shares, comments, and clicks.
  3. SEO Improvements: Use SEO tools to measure improvements in search engine rankings and organic traffic.
  4. Audience Feedback: Pay attention to audience feedback and comments on your repurposed content to gauge its impact.
  5. Conversion Rates: If you have specific goals for your content such as newsletter sign-ups or event registrations, track conversion rates to assess the effectiveness of your strategy.

In conclusion, content repurposing is a smart and efficient way to make the most of your service’s podcast content. By transforming audio into text, images, videos and other formats, you can reach a wider audience and strengthen your online presence. This approach not only enhances accessibility but also improves your website’s SEO, ensuring that your valuable insights and stories reach those who need them most.

The next episode, #6 in season 8 is all about full inclusion, video options in an audio world to promote your show!