As a B2B marketer, you’ve likely invested heavily in content marketing for your company. You’re creating a ton of content, putting it out to the world… and then moving on.
The truth is that most content marketers don’t do enough to fully promote the content they are creating. Maybe they’ll create some great social posts, or send out an email. But the promotion of that content ends with that, and sometimes the content itself never reaches its full potential because it’s lost and forgotten.
If you’re one of these content marketers, don’t worry, we’ve all been there. Content creation has become an overwhelming job. The request for both quantity and quality has many content marketers scrambling to get things done and then sending it out into the world without much time to do anything else.
The same rings true for even the newest, shiniest content. As more marketers are turning to podcasting, we’re seeing the same hurried treatment that really undervalues the amazing content that could be created from these shows.
So we pose the question: what are you doing to wring the content out of your B2B podcast? Are you just creating episodes and leaving it to chance for your audience to find and consume it? If that’s the case, keep reading and let us help you figure out how to repurpose your podcast episodes into a content package that will continue serving your audience and your brand.
Turning Your Podcast Into a Content Package
What is a content package? A content package is a variety of forms of content-based around the same topic and goal. For example, you can take an episode of your B2B podcast and use the content to create:
● Blog posts
● A feature on the guest expert and their nuggets of wisdom
● Video clips
● Slide decks or white papers or case studies
● Graphics and social posts
● Email newsletters
By repurposing each of your episodes, you’re amplifying it and making it easier for your audience to find it and offering multiple ways for them to digest it. For instance, a non-listener may find out about your podcast episode after seeing its audiogram shared on social media. Or they may watch a video clip that links to the episode.
The goal is to take information from your episodes and chop them into bite-sized content to attract attention and enhance shareability. But for this article, we’re going to focus on blog posts and why they should go hand-in-hand with your podcast.
So What Makes Blog Posts Essential for B2B Podcasts?
When you publish a podcast episode, how do people find it? Odds are, you’re sharing it across syndication channels, on your social channels, and maybe even on paid mediums. But what if folks could find your content on their own?
You want to bring in as much organic traffic as you can. And while a podcast can do this, especially with a transcript that helps with your SEO, we believe that your best bet is to create a blog post out of your episode, and embedding clips into the page, to drive traffic to the podcast.
Before moving on to the “how,” it’s important to note why it’s critical to own your podcast channel, like you do with our platform. If you own your channel, vs hosting it on another platform, you have access to way more metrics. You can track and measure how visitors engage with your content, and see what content is resonating with the audience. So reconsider uploading your podcast episodes to your website (rather than relying solely on podcast platforms).
How Do You Magnify Your Podcast Episodes with Blog Content?
Alright, so it’s time to get more value out of your podcast content and begin repurposing them into blog posts. This will help to engage a broader audience and potentially drive more traffic (and conversions) for your business.
Here’s a look at some of the ways you can do that.
Fill in Gaps in Your B2B Podcast Episodes
Most podcast episodes run 30 to 60 minutes long, which is plenty of opportunity to introduce a host of topics and tips. But when’s the last time you heard a podcast that listed 12 tools to improve content marketing? Likely, never—and that’s for a good reason.
While podcasts are excellent mediums for sharing information and tips, the way it’s presented is unique. In many cases, you’ll have several hosts or guests just having a conversation (the key to making your podcast more interesting).
Having your guests recite a list of tools and why they use them would be boring. However, it’s the perfect topic to cover in a follow-up blog post relating to an episode that discusses content marketing.
Include Podcast Episodes in Your Blog Content
What’s more boring than hearing a guest on a podcast relay a list of tools to use? Reading a long-winding blog post on any given topic you can think of. While long-form blog posts perform well for SEO and help your audience learn about a topic in-depth, there are other ways to enrich your blog content.
Adding snippets of a related podcast episode to your blog posts can make the content more engaging.
Just like we did above, you can collect clips of the main points and takeaways from the episode, and turn them into separate blog posts, and embed the clips.
Another option is to embed the entire podcast episode into your blog posts. This works for your business in several ways because it:
● Drives traffic to your podcast
● Gets your podcast in front of a new audience
● Improves dwell time on your blog (which is great for SEO)
● Promotes social shares
Don’t Forget Your Calls to Action
Getting more listens and downloads to your B2B podcast is great. But what’s better is converting those listeners into subscribers and subscribers into super fans. To do this, you need to invite them to sign up for your email newsletter—otherwise, they’ll continue to leave after each episode with no strings attached.
By growing your email list, you can engage an already-interested audience. For example, you can send updates on upcoming projects, product launches, collaboration opportunities, new episodes, and featured guests.
So be sure to place CTAs strategically throughout the blog post and podcast episode. And to keep things authentic, keep your CTAs aligned to your audience. In other words, offer CTAs to things that will help your audience versus sell your product.
For example, we keep our CTAs in our own podcast to asking listeners to subscribe to our newsletter and check out the related resources from the episodes.
The Bottom Line
Stop treating your podcast like it’s a one-and-done deal. Publishing episodes is only the beginning of each episode’s journey. Start amplifying your content with blog posts (and other content types). Create your content carousel, as our guest Meg Johnson from OpenView calls it, to attract as many of your audience as you can.
And to make the process easier, you can use Casted. Our platform is designed to help B2B podcasters amplify their episodes with repurposed content. This includes creating audiograms, uploading video clips, and creating blog posts around the episodes.
Then you can track how each content in your flywheel helps move you closer toward your content marketing goals. Attribution for your podcast has never been easier—but see for yourself by scheduling a demo with us today!