Content marketing is one of the most effective ways to convert your audience to loyal customers and brand evangelists. It is also one of the most time-consuming parts of digital media marketing. How can you maximize the return on the content you take the time to create? By repackaging it in a new format. The best way to do that? With a podcast.
The popularity of podcasts continues to rise — according to a survey from Edison Research and Triton Digital, The Podcast Consumer 2017, the percentage of people who listened to a podcast at the time of the survey was 15%, up from 13% just a year ago.
Even more interesting? The survey found that the much of the audience comprised of a diverse age group of men.
What does this mean for marketers?
It means that you have a chance to reach an informed, wealthy, educated group of consumers who are primed and ready to buy into your brand message.
And best of all? You don’t have to create more content, you just have to repackage the content you have for this audience.
#1 Define Your Content Buckets
All content strategy plans start with well-defined content buckets. Understanding what these buckets should be — and how they should differ from your blog, newsletter and social media content strategy — can be challenging. If, however, you consider WHO is listening to podcasts and what segment of that audience you want to attract, it will be easier.
Consider where and when your audience is listening to your podcast — don’t read an 1100-word blog verbatim, instead, think about a way to take one or two concepts from your blog post and turn them into a discussion.
#2 Offer Expert Opinions
Using the content you’ve already created, find experts who align with your viewpoints to appear as guests on your podcast. This not only allows you to flesh out the content without spending more time on “creation,” but it opens you up to an entirely new audience AND gives you a partner in promotion.
#3 Pulling Audio from Video
If you’re not creating videos for your brand, you’re missing out on a huge opportunity. YouTube continues to dominate the video content space and Facebook is doubling down on their video efforts — going so far as to create Facebook-only video programs, like Humans of New York’s new Facebook show.
The easiest way to repackage video for audio consumption? Rip the audio, add an intro and then you’ve got a brand-new piece of content that allows your listeners to enjoy on the go. You can even upload the audio to your website as a way of increasing organic options for your email marketing efforts.
The most important thing to consider when repackaging content for your podcast is HOW the listener will be able to understand the concepts you’re sharing. There are no visual aids, so you must be as clear, concise and consistent as possible. Working with influencers to spread the message is one of many ways to increase your reach as quickly as possible and turn this content channel into a true force to be reckoned with.