Podcasts and video are hot.
Podcasts’ popularity has surged in recent years. A 2019 survey found 40% of Americans age 54 or younger listen to podcasts monthly, and 54% of podcast listeners are more likely to consider buying an advertised product.
Of course, a lot of work and money go into producing a high-quality podcast or video. So, once you’ve got audio or video content, how can you repurpose it to derive even more value?
“A piece of content should have many lives,” says Christina Hager, president of Ovations Digital. “Why not repurpose it as much as you can, especially in ways that provide value to different audiences?”
Here are 11 ways to squeeze the most value from your next podcast or video production:
1. Turn the content into a blog post. This can be done by posting a transcript or by creating a related blog post, as if you were to interview someone and write an article. This has the added benefit of being able to be crawled by Google for SEO, says Hager: “It can be distributed out across channels and in a way where your audience may want to read something instead of watching it.” Republish the posts on LinkedIn or Medium to get even more mileage from them.
2. Pull quotes to turn into social media posts. You can create social media posts using quotes from the podcast or video. Use a visual tool such as Pablo or Canva to create an image to accompany the post. Not only are these effective standalone marketing pieces, but they can draw even more listeners or viewers to the original content.
3. Turn the content into a contributed article or guest post. You may have an opportunity to use the content in an article for an industry publication or guest post for a blog. Be sure to pitch the idea before writing the piece.
4. Write spinoff articles. Maybe you touched on a topic that you weren’t able to fully explore during the podcast or video. Why not use that as the starting point for an article that you can then post on your site or place as a guest post?
5. Turn the content into an infographic. Turn the key takeaways into an infographic to post on your site and share on social media. Include any statistics cited.
6. Break the content into shorter clips. Use snippets of the podcast or video to create marketing pieces for other initiatives, such as on your site, on social media, in your booth at a trade show or event, and so on. “Create small, ‘snackable’ social media content by extracting 20–45 seconds of salient points from your Youtube video and posting them directly onto a social media channel. Something like Facebook will love you for it, because it ranks organic ‘native’ content higher than just an outbound link to a YouTube channel,” Hager says.
7. Create a checklist. If the video or podcast included action items, create a checklist. You can even make it a downloadable part of a social media campaign, allowing people to access it in return for giving you their contact information, says Hager.
8. For video, make a blooper reel. People love funny miscues and behind-the-scenes footage.
9. Pull still images from your video. These can be used in other content pieces or other marketing efforts—on social media or on your own site.
10. Turn your podcast into a video. If you’re able to take video during your podcast, of course, this gives you two pieces of content.
11. Turn your video into a podcast. Strip the audio from your video to create a podcast.
You can see how a video or podcast can bring benefits even beyond the initial bang you may get for your buck. Get the most value from each piece of your original content by repurposing it.
Michelle Garrett is a PR consultant and writer at Garrett Public Relations. Follow her on Twitter @PRisUs or connect with her on LinkedIn. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.