As a podcaster or video content creator, you’re familiar with their increasing popularity. But, if you focus only on audio-visual media consumers, you’re missing a large share of the market. Read on for a detailed look at why repurposing your media content for a blog is borderline genius.
Fresh Content For Ideal Clients & SEO Boosting
A written version of your podcast or video gives you fresh content for your existing audience. When you repurpose published content you have access to performance data indicating which episodes were the most listened to or viewed. This data lets you curate your content and republish it knowing it will appeal to your audience.
Consistently publishing content your audience enjoys is key to client retention. Podcasts and video production are time-consuming but a carefully crafted blog post can easily bridge the gap in your publishing schedule.
Additionally, you can use your blog post to drive traffic back to older videos and refresh their revenue and accessibility. For example, a video from five years ago that contains accurate information would benefit from a blog post featuring it as the introduction to an update on the topic. Not to mention, it becomes a great internal link.
Repurposing content also gives your website an SEO boost. Search engines are designed to analyze text, more so than audio or video. Publishing blog content packed with relevant keywords helps your website rank higher in search results. Even tangential searches will be more likely to show your content in the results, expanding your reach.
An additional SEO boost can be achieved naturally in a way that benefits your audience. If you’ve referenced a previous podcast episode in a video, for example, publish a blog post repurposing the video. Include links to the referenced podcast episode and another blog post summarizing it. This gives readers valuable context while driving traffic to more of your blog content.
Extends Your Reach
Repurposing a podcast episode gives you content in a shareable format and extends your reach. Even the best-produced podcast won’t appeal to an audience that prefers to read rather than listen. It is also much easier to translate written content than media, extending your reach to readers in other countries or who don’t speak your language.
Putting audio and visual content into a blog post also improves accessibility. Users with hearing or vision impairments use written content processors to access media. If you only release content as a podcast episode or videos you won’t reach this audience. Accessibility is becoming more important and repurposing your content will set you ahead of the curve.
It is also far easier to include tangential content references in a blog post compared to a media episode. Consider using a blog post to link to news articles, educational websites, or other external content. Use quotes from other media articles or cite statements from popular figures in your industry. This boosts your website’s search engine ranking and increases the chance of new users discovering your content.
Traffic On Auto-Pilot
Beyond increasing your content’s SEO and ranking in search engine results, repurposing media episodes as blog posts increase your search result volume. Think about it: you put out one episode per week. In a year, you will have created 52 pieces of content. That means your website will represent 52 results in searches that typically return millions of web pages.
Now consider what happens if you repurpose each episode into a blog post and add a monthly round-up that summarizes your content. That’s an additional 64 pieces of content per year with no additional research and minimal production cost. Those additional search results double your exposure to new and existing readers looking for content in your field.
You probably know the marketing idea called the “Rule of 7” that says people need to be exposed to your brand at least 7 times before they take action. Doubling the content you put out helps you stand out from competitors and make an impression on your audience.
Boost Your Authority
When you develop your podcast or video series, you most likely choose a topic you have some credibility and authority on. You have knowledge and perspective to contribute and present your episodes as accurate, relevant content. Adding a blog to the mix will only increase your authority on the subject and boost your credibility
Writing a blog post to complement an episode leads you to explain the content in new ways. This will allow different types of people to understand your key points.
Use well-structured blog posts and include supporting content you can’t use in podcasts or video formats such as flowcharts and infographics. Reformatting your content will drive home the fact that you truly understand the subject and are someone with authority in the industry.
Easier To Share With A Cold Audience
Growing your reach requires creating content that appeals to a cold audience. As it turns out, written content is more likely to be shared and those shares generate more visits. This means repurposing content is beneficial for your promotional tactics.
Having a link to include in an outreach email is far more effective than simply plugging your podcast or video channel. It gives readers a specific piece of content to consume and pass on to their social circle. It is also easier to read a hook from a blog post than it is to open a podcast and listen to the introduction.
Even guests are more likely to share and promote repurposed written content that references their episode. When it comes to promoting your brand, a blog post is the best option for reaching a cold audience.
The benefits of repurposing media content are clear.
When you supplement media with written blog posts, you increase client retention, boost your SEO, increase exposure, and support your position as a credible content creator.
A repurposed podcast or video makes a great pillar blog post, whatever the topic might be.