Client Case Study: Repurposing Your Podcast Content to Create More Ways For New Listeners To Discover Your Show
As the popularity of podcasts continues to grow, podcasters are increasingly looking for ways to reach new audiences and build their brand.
Repurposing podcast content for social media platforms has become a popular way to achieve this, allowing podcasters to create bite-sized content that can be easily shared on social media.
In this case study, we will take a look at the impact of repurposing podcast content for social media, and how it can help to increase engagement, build a strong brand (for both your podcast and yourself), and drive more traffic to your podcast.
By exploring the simple strategies we used to repurpose Cheryl’s podcast content for social media, we can gain insights into how to optimise our own podcasting efforts and create a more effective content marketing and brand strategy.
Whether you are a seasoned podcaster looking to expand your reach or you’re new to podcasting, this case study will provide helpful insights into why you may want to consider repurposing your podcast content.
The very first meeting where we discussed how we can repurpose Cheryl’s podcast content.
Yup, we took some photos! Lol.
In this case study:
Repurposing 100+ podcast episodes without getting overwhelmed
Organising Cheryl’s podcast content and how we keep track of repurposing a large volume of content
The simple guide to repurposing your content:
Client's requirements
Over the last 30+ episodes of her podcast, The Side Hustle Club Podcast, Cheryl had been recording both video and audio content, resulting in a significant amount of unused video footage. She was looking for a way to repurpose this content without having to do any additional work.
Along with the video footage, Cheryl also had a script for every podcast episode that she wanted to publish in written form.
It's not uncommon to have a vast library of content that remains unused due to the overwhelming task of reviewing and organising it.
This situation usually looks like having a good amount of content sitting on our hard drives or cloud storage, never seeing the light of day.
Cheryl's goal
Cheryl’s main goal was to create more ways for new listeners to discover her podcast as the majority of her clients come through from her podcast.
Strategic approach
To maximise the impact of her repurposed content, we started by focusing on short video clips as her primary medium.
With an already established following on Instagram, we decided to double down on her Instagram content strategy by adding reels to her repertoire.
In addition, we repurposed the short clips into square videos with dimensions of 1200px x 1200px, allowing her to upload them onto LinkedIn.
To expand her reach further, we also turned her podcast episode scripts into SEO-optimised blog posts, ensuring that her content can be easily found by her target audience. She also repurposed these blog posts as her weekly LinkedIn Newsletter.
By repurposing her content in these ways, Cheryl can effectively engage with her audience across multiple platforms and formats, while further establishing herself as a thought leader in her industry.
My role
As part of the project, my role was to repurpose Cheryl's podcast episodes into Instagram reels, videos and blog posts, re-write the blog posts from the podcast script, and optimise them for SEO.
In addition, I wrote headings and subheadings for all the videos and blog posts to ensure that they were easily scannable and engaging for her audience.
I also created a spreadsheet where we could track all of Cheryl’s existing podcast content and all the content we’ve repurposed.
Key achievements
We created a good amount of content each month, allowing Cheryl to put out at least one video and blog post every week, thus ensuring a consistent presence on Instagram and LinkedIn.
The repurposed content has also helped to expand Cheryl's social media reach, providing a consistent flow of content for her podcast Instagram account and LinkedIn, in addition to her regular Instagram account.
Through these efforts, we have been able to establish Cheryl as a credible and reliable thought leader in her industry, while also engaging her audience with valuable and actionable content.
Helping clients decide which content to repurpose
When helping clients decide which content to repurpose, the first step is to review their best-performing Instagram stories, posts, videos, or podcast episodes.
These pieces of content are proof that people are engaging with them, making them an ideal starting point.
To determine which specific pieces of content to repurpose, we ask a series of questions.
First, we ask which content the client loved the most.
Second, we look at which content received the most feedback from their audience.
Lastly, we ask which content they felt didn't do well but they still believe is valuable. This could be due to timing or not generating engagement at the time of its original posting.
Another type of content to repurpose is anything related to a current event or topic. For example, we can pull stories from a podcast episode and repurpose them into a carousel post.
By taking a specific angle or story from a larger piece of content, we can create new and engaging posts that resonate with the audience.
Repurposing 100+ podcast episodes without getting overwhelmed
To repurpose Cheryl's podcast content, we started by breaking down the task into smaller, more manageable steps.
Reels
We decided to repurpose four podcast episodes into reels each month, creating two reels per episode. This allowed for a total of eight 60-second reels each month, which Cheryl could post at least once or twice a week.
We began with the more recent episodes, starting from Episode 87, which was the first episode to be recorded in video format in addition to audio format.
Blog Posts
Cheryl’s blog post
Three months later, Cheryl decided to add blog posts to the repurposing strategy, starting from scratch with Episode 1.
The goal was to repurpose four podcast episode scripts into four blog posts per month, which would equal one blog post per week.
Additionally, Cheryl began repurposing her blog posts into LinkedIn Newsletters.
Cheryl’s LinkedIn newsletter
Current Schedule
The current monthly schedule includes repurposing four episodes into two reels per episode, creating eight reels in total, and repurposing four podcast episode scripts into four blog posts per month.
This schedule allows Cheryl to show up at least once a week on both Instagram and LinkedIn, ensuring consistent engagement with her audience.
Organising Cheryl’s podcast content and how we keep track of repurposing a large volume of content
Now, we know that Cheryl has over 100 podcast episodes. We needed a way to organise all of her existing podcast content and the new repurposed content that we were already creating.
Since Cheryl uses Google Drive as the main digital brain of her business, we created a Google Sheets where we can track Cheryl’s existing podcast content and all the content we’ve repurposed.
Reels content tracker on Google Sheets
Blog post content tracker on Google Sheets
We also use this Google Sheets as a tracker where I plan out the content with all the dates so Cheryl knows exactly what to expect and when.
This also further reduces back and forth emails between us because Cheryl simply needs to look at the podcast content tracker to see what’s coming up.
If you’re looking to organise your podcast content library and keep track of everything in one place, you can download the content tracker template below.
Insights & results
The repurposing of Cheryl's podcast content has seen significant results, including the growth of her LinkedIn Newsletter to 251 subscribers in just three months without any additional work on her end.
By consistently showing up on LinkedIn and other social media platforms, she has established herself as a thought leader and an expert in her industry.
Cheryl’s LinkedIn analytics in April 2023.
Cheryl’s LinkedIn engagement from February 2023 to April 2023.
Cheryl’s LinkedIn impressions from February 2023 to April 2023.
The value of her content has not gone unnoticed, as she has received an enquiry to collaborate on a book series as a direct result of her efforts on LinkedIn.
Enquiry to collaborate on a book series
This demonstrates the power of repurposing content and consistently providing valuable insights to an engaged audience.
Podcast Downloads
There was also a 9.8% increase in downloads each month for the last seven months since we started repurposing Cheryl’s podcast content from October 2022 to April 2023, as compared to the previous seven months from March 2022 to September 2022.
We also saw a 34.7% increase in engagement on her Instagram account @cheryltheory over the months of February to April 2023.
Growing her audience and positioning herself for new opportunities
Through these efforts, Cheryl has not only grown her audience and expanded her reach, but she has also been able to position herself for new opportunities and collaborations.
The key insight here is that by repurposing content and leveraging social media platforms, it is possible to create significant impact and grow your brand and business.
The simple guide to repurposing your content
How you can start repurposing your podcast content
Begin with the least resistance!
Repurposing content can seem overwhelming at first, but it doesn't have to be complicated.
This could simply look like resharing podcast episodes that performed well in the past.
It gets to be THAT simple.
Here’s another example where you can do a little bit more than just resharing existing content.
During a strategy call, a client expressed feeling overwhelmed with only less than 1-2 hours a day to create content.
To simplify the process, we reviewed her Instagram reels that were performing well and had her repost them to her Instagram stories with a couple of lines on what the reel is about or what her thoughts are around the topic.
We also repurposed videos she already had on her phone, by selecting specific topics and adding 1-2 lines related to them, along with a brief description below.
By doing this, we were able to create refreshed content within her limited timeframe, without having to create any new content.
It's important to remember that your repurposing strategy can be straightforward and does not require you to repurpose every single piece of content.
You can easily do it yourself, even with only one hour a day, by re-sharing old content and adding a bit of an update or context to keep it fresh.
The most important thing you need to do before you start repurposing your content
Before diving into the repurposing process, it's important to understand your goals and why you want to repurpose your podcast content.
For example, some clients may want to launch a new program and require more content but don't have the time or resources to create new content from scratch.
Or, like Cheryl, some clients simply want to create more ways for new listeners to discover their podcast and that looks like showing up more frequently on social media.
It's important to ask yourself what you want your repurposed content to do for your business and how much time you're willing or are able to allocate to it.
Time, energy and mindset management are also crucial aspects to consider when repurposing content. To ensure that the process doesn't become overwhelming or feel like a chore, it's essential to manage these aspects effectively.
You can create an effective and sustainable repurposing strategy that aligns with your goals and schedule.
Distributing your content and what to keep in mind
When you’re deciding where to post your repurposed content, it's essential to consider what type of content you want to create and the platforms that are suitable for your audience, topic, and niche.
The more platforms you choose, the more variations of the content you need to create, such as different dimensions and types of media.
To simplify the process, it's best to pick one or two additional platforms to post your content on, with the same dimensions, to save time and resources.
When deciding which platforms to use, consider the dimensions chart below to determine where your content can be easily repurposed.
For example, one of my clients, Cheryl, initially focused on Instagram and her podcast, but through repurposing, she can now expand to multiple platforms.
By strategically repurposing content and selecting suitable platforms, you can maximise your reach and engagement, while minimising the time and effort needed to create new content.
Next steps
Organise your podcast content
Use the Content Tracker to organise your podcast content library and keep track of everything in one place. Click on the image below to download your free content tracker.
Start repurposing your podcast content now:
Re-share podcast episodes to social media (remember to include the link to each specific episode!)
Repost reels to your Instagram stories with a couple of lines on what the reel is about or what your thoughts are around the topic
Repurposed videos you already have on your phone, by selecting specific topics and adding 1-2 lines related to them, along with a brief description below.
Work with me
Learn more about how I can support you to create and implement a repurposing strategy for your podcast content like Cheryl so you can get your regular podcast out to more people and create more ways for new listeners to discover your show.
