Time is money, so why spend hours recreating the same content? With content repurposing, you can take one piece of content (a live video, for example) and leverage it across multiple channels to reach the most amount of audiences with the least amount of work.
After all, repurposing your content is much easier than constantly creating new content.
In this post, we’ll cover:
- What can you use your video podcast content for?
- Content repurposing pro tips
- How do you create an effective repurposing workflow for your podcast?
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What is content repurposing?
I think as we’re thinking specifically about it, content repurposing is an intentional workflow. The thought isn’t just that we’re podcasting and putting out audio-only content on the major podcast platforms, but we’re really creating an entire community around multiple pieces of content that we’re putting in the places where we know those audiences live.
In the case of podcast repurposing, we know we need the audio out there, but what else? The Flow is obviously a video podcast, so we’re also building a YouTube audience of live studio audience members, and we’re building an audience of replay viewers who are stumbling across our videos or replay videos and getting to know us a lot better.
As Stephanie Liu always puts it, we’re sprinkling our digital confetti, our content, out across all the social platforms in various ways and across our blog. So we’re putting our podcast in all of these different places in the form that is most impactful for the audience that’s there.
So if people wanna read, they can get the content by reading. If people want to listen, they can get it by listening. People who want to watch can get it by watching. If they want it short, they can get little clips of it and just be able to get the digestible content. We’re being really intentional about that from the start.
What can you use your video podcast content for?
You can turn your video podcast into probably hundreds of different pieces of content, in all formats. Mike Allton will tell you that there are 26 ways to repurpose a live video.
Whether you create 26 pieces of content or 126 pieces, you’ll be reaching new audiences and growing just by adding a couple of extra steps into your workflow.
Here are just some of the ways you can repurpose your video podcast:
- Start with a live video.
- That will automatically become a replay video.
- Edit that video down to a shorter, replay version.
- Take the audio from your replay video and send to the podcast platforms.
- Upload the audio or video into a tool like Descript and get the transcript. Use the transcript as closed captions for your replay video, an outline for your blog post, and show notes for your podcast.
- Use the transcript to create a PDF or downloadable for your website.
- Clip the replay video up to create shorter videos to share on social media.
- Grab some quotable quotes from the episode and turn those into graphics to share on your website, blog, or via social media.
- Create audiograms with your audio clips.
- Once you’ve gotten a few episodes in, do a roundup video where you share top tips or takeaways from your first 5 or 10 episodes.
The reality is that once you’ve put in the effort to plan, research, and produce your video podcast, you have already done 99% of the work. Don’t let that work go to waste. Content repurposing ensures that you are making the most out of what you created. It just requires you to build it into your workflow up front.
Top content repurposing tips
Here are some of Doc and Katie’s top repurposing tips for you to try for yourself!
Each platform is created differently
One of the most important things to remember when getting into content repurposing is that every platform is different. Do not take something that you made for TikTok and pick it up and drop it on Instagram and then pick it up and drop it on YouTube and then pick it up and drop it on LinkedIn.
Each one of those platforms has a different function and a different audience. Remember that sometimes content repurposing means creating new pieces of content that sit alongside your original. For example, you may record a quick vertical behind-the-scenes video with your phone that you share on the day a new episode of your video podcast drops to get people excited to check out the full episode. That’s repurposing, too!
Know your goals and double down on what’s working
This is true outside of podcasting as well, but really have a good understanding of what your goals are.
Are those goals actually ones that are benefiting your business? And do you have too many goals? As best as you’re able, try to have one goal. Once you’ve hit that goal, move to the next. Having ten goals isn’t going to do anything for you but leave you feeling overwhelmed.
When we’re talking about repurposing, there’s a lot that you can do. There’s a ton of different kinds of content that you can create. That doesn’t mean that you need to start with all of that. That doesn’t mean that you can’t add those things on as you build out your team or get into a really good workflow.
All of this is liquid. All of this is malleable. You can make any changes along the way. If you are able to just get started, get to episode seven, see how things are going, and then set the next goal and think about how you want to approach content repurposing.
You know, maybe it’s just for the first seven episodes, you’re just gonna get out to those podcast platforms, you’re just gonna get audio out. Great. And then on episode eight, you’re like, “hey, now we’re gonna open it up to a live studio audience and we’re gonna have video and audio available.” Awesome. Do that for a little bit. When that’s working and you’re in that really great state and you’re able to do that consistently, then think through how you’re gonna approach adding social clips or a blog post or whatever else it is. It’s okay to walk before you run.
How do you create an effective content repurposing workflow?
The best way to create an effective podcasting workflow is to start small and grow. Only take on what is manageable for you to do consistently and as you nail it, see what you’re able to add on. We’re going to call this the “content spiciness level.”
Content spiciness is not a pass or fail equation. One person may like a spiciness level of 6, while another only wants a spiciness level of 2. That doesn’t mean that 2 is worse than the 6. Both could be incredible content creators. It’s just that they know their level and they know if they want to move up or stay where they are. Don’t take a giant bite of that ghost pepper if you think pepperoni is spicy. In the same vein, don’t take on a content repurposing plan that’s beyond what you can manage comfortably.
Know yourself and what you want to achieve and be okay with stopping when you’ve found that perfect level. You’ve got this!
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