The most successful brands are those that understand and leverage the power of multi-channel content marketing. They recognize a fundamental truth that more content equals more conversations.
They also recognize that prospects are unique, and each of them consumes content in different ways at different times.
One strategy gaining traction is to repurpose podcast episodes or webinars by turning them into blogs, eBooks, contributive articles or other thought leadership pieces. This content marketing tactic improves ROI on content publishing and boosts brand discoverability.
If you’re not regularly maximizing your investment in podcast or webinar efforts here are few reasons to reconsider – plus some ideas on which formats to try.
1.Expand Reach and Visibility
Reach a Wider Audience
Not everyone is a fan of podcasts. Some people prefer reading over listening to information. By repurposing your podcast episodes into blog posts, you extend your reach to a demographic that you may have missed with your audio content.
Further, some content and ideas are best picked up in auditory form while others grasped with written word. The message may be similar, but the shaping and delivery can vary allowing more to “stick.”
Boost SEO Ranking
By turning spoken content into written form, you’re adding more indexable content for search engines, such as Google, to crawl. This additional content, rich in keywords and quality information, can significantly improve your website’s SEO ranking and drive more organic traffic to your site.
This doesn’t mean you have to create fluffy content or perform a bunch of keyword jamming. However, there’s merit for using repurposed podcast episodes, webinars, or conference interviews or other recordings for better site optimization and for keyword targeting to introduce your brand to new prospects.
2. Reinforce Key Messages
Increase Retention Through Multiple Touchpoints
The process of repurposing allows you to repeat your key messages across different mediums. This repetition, according to the marketing rule of 7, increases the likelihood of your message being remembered.
Cater to Different Learning Styles
People have varied learning styles. While some can easily grasp and retain information by listening, others might find reading more effective. By providing content in various formats, you ensure that your message resonates with people regardless of their preferred learning style.
3. Cost-Effective Content Creation
Save Time and Resources
Creating fresh, high-quality content for your business is often time-consuming and requires significant resources. Repurposing podcast content into written form, however, enables you to efficiently produce new content without the need for fresh ideation. Plus, you can take advantage of subject matter expertise from internal leaders without demanding more of their time or creativity.
Leverage Existing Content
Repurposing podcasts into blogs and other thought leadership pieces allows you to extend the life of your existing content. This not only increases the ROI on your original investment in the podcast but also adds value by creating multiple assets from a single piece of content. A podcast episode may become a blog, while a series of episodes could become an eBook or white paper.
4. Strengthen Thought Leadership and Brand Authority
Showcase Industry Expertise
Blogs and other thought leadership pieces allow you to present the information in your podcast in a more detailed and analytical format. This amplifies your voice as an industry expert (plus the voices of your leadership team) and adds credibility to your brand.
Enhance Brand Consistency
Repeating your messages across different channels helps maintain consistency, which is crucial for brand recognition and building trust with your audience. By repurposing your podcasts into blogs, you ensure that your audience encounters a consistent message, regardless of the platform they choose.
Repurposing podcast episodes into blogs or other thought leadership content is a strategy that all businesses should consider. It’s an efficient and effective way to maximize the value of your content, expand your reach, and strengthen your position as a thought leader in your industry.
Interested in having my team help you repurpose your podcast or webinars? Message me here.