If you’ve been in the podcasting game for more than a minute, you’ll have probably heard the advice that you should repurpose your content. And you should.
Buuuuuuuuuut… that one sentence leaves a lot unsaid.
Today, I’m diving into which elements of your podcast content you should start to repurpose for maximum bang for marketing buck.
You could, of course, repurpose almost every second of your podcast content into another format, but that’s probably not a great idea. Most obviously, it would be a huge investment of your time and it would probably cost you money through outsourcing, subscribing to various tools or time lost when you could be doing something else. And you risk drowning out the message that you want your audience to hear through the noise of everything else you're saying.
So if you can’t repurpose 100% of your podcast content, how do you choose which elements you should repurpose? And how do you make sure that you’re getting good value for money on your time and efforts?
Well, it’s simple: start with strategy.
Decide what you want to achieve from your podcast content repurposing and work back from there.
Seriously, if you’re repurposing without a strategy behind it, you’re not making the most of your podcast or your resources. A repurposing strategy is your antidote to lost revenue, time, opportunity and effort.
One of the foundations of your strategy is to make sure that the content you repurpose matches the following criteria:
- It’s high-value. Now value is, of course, in the eye of the beholder (or the ear of the listener) but the content you repurpose should offer something that people really want, whether that’s a popular guest, an answer to a burning question, a belly laugh or a brilliant flash of insight. It should reinforce why listeners come to your podcast in the first place. Repurposing this kind of content increases the chances that you'll draw new listeners in because they'll see the value of the work you’re doing.
- It’s evergreen. If you don’t come from a marketing world, ‘evergreen’ isn’t related to trees. Evergreen content is content that’s relevant regardless of when you come across it. It’s not seasonal and it doesn’t have an expiry date. For example, most people are always curious to know how they can save money, but not always on their Christmas shopping. Repurposing evergreen content is a good investment of your time and effort because it’ll attract your ideal audience whenever they see it.
- It’s goal-aligned. Goal-aligned content helps to further the goals that you have for your podcast, whether that’s monetisation, advertising your business, spreading the word about an important cause, or just helping out your fellow humans. Repurposing goal-aligned content moves you one step further on your podcasting journey.
There are, however, a couple of exceptions to the rule, because you might feel the pull to repurpose content from your podcast that’s not at all high-value, evergreen or goal-aligned. And you can!
The most obvious exception is time-sensitive content. This is still worth repurposing if it fits in with your overall strategy, for example, it’s part of a launch sequence or you’re about to hit a time when that content will be incredibly relevant (like that episode you have on saving money on your Christmas shopping). As long as you have your repurposed content ready on time, then go for it.
Another exception is that if you’re just beginning to repurpose your podcast, maybe you want to start out with a small topic to practice. Repurposing a couple of short, easy segments will help you to nail down your repurposing process and to get a feel for marketing your podcast.
Finally, I always make an exception for passion projects. After all, you’re probably in the podcasting game because you really love it, or some aspect of it. If you made some podcast content that you genuinely love but it’s perhaps not the most high-value or goal-aligned content, the chances are that that content is still a good representation of who you are as a person and as a podcaster. It’s not a waste to spend time or money repurposing your passion project content because it’s essentially a personal branding mission. And who knows, when you start to get the word out there, that content might just be ready for its moment in the sun.
Are you ready to unlock the growth potential of your podcast back catalogue? Let’s connect to explore strategic repurposing options tailored to your show and goals. Book a short call with me to get the ball rolling.