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Today we discuss how to re-purpose your podcast on social media using Gary Vee's content strategy, why its important to re-purpose your podcast, some benefits of doing so, and what micro content to be creating from your podcast.
Steps for Skill Mastery:
When you repurpose your podcast content, you're taking a podcast episode and reworking it into something new that can be shared on different social media platforms in a variety of formats.
This allows you to reach a wider audience because you are now using social media as distribution and broadcasting channels for your podcast. There are also more people on social media platforms than inside the podcast directories.
You can then leverage the eyeballs you are getting on your social media content to drive people and engagement to your website when you are linking things like your show notes pages, podcast episodes, or other content.
And ultimately you are positioning yourself as a thought leader and expert on these platforms as you share valuable insights, knowledge, and content that solves your audience’s problems.
The best way to start doing this for your podcast is by utilizing Gary Vee’s Content Strategy
Basically you create a pillar piece of content (in this case your podcast) which is a long form piece of content you are consistently putting out each week.
Your job then is to take that one piece of pillar content and repurpose it into micro content pieces that you release over other platforms that drive engagement back to your main pillar content, your podcast.
To do this you look for the best of moments in your pillar content that you think will resonate with your audience the most and turn that into short form content for the various social media platforms you want a presence on.
Once you distribute your pillar and micro content across platforms, listen to your audience for community insights and find out what they engaged with the most.
Then you can create more micro content that is similar to your originals to really drive engagement and distribute that content on those social channels.
The step by step process looks like this:
For an in depth example of how this is done, look below
Now let’s create one for you and your podcast. We will walk through each step of the process to create your strategy and the content you should focus on creating.
The first step is to Document a piece of pillar content. For you this will be your podcast and your podcast episodes.
Choose one of your recent podcast episodes to start creating micro content for.
Now lets move to creating micro content.
The next step is to create micro content from your main pillar content. The thing to keep in mind here is to focus on the platforms that your ideal avatar is actually on. You don’t need to be on every one of them, only the ones that will bring you the most engagement for the time and effort you put into them.
Some types of content you can be creating for these platforms include:
The secret to putting out tons of micro content that you can use across social media platforms are templates.
It takes a little bit of time up front, but then when you want to make this content for a new episode, all you have to do is change a few images and lines of text. But once you finish this one-time prep work, you’ll be able to create so many unique content pieces in just a few hours for each episode.
Now let’s talk about a few types of templates and content you can create for your podcast and decide which ones you will be creating.
The first ones are Audiograms. An audiogram is a static image that’s converted into a video by placing audio and a waveform over it. They’re awesome. Your template here is mainly the static image that will be used as a background image for the video.
For Instagram and Facebook, they must be less than 60 seconds long. But it's advised to keep them between 30 and 60 seconds. For Instagram Stories (remember you'll need a vertical template) you should aim for 15 seconds or less.
To create these you would use an app like Headliner or Wavve. On these platforms you will upload a background image and an audio file. So you will want create a template for the background image you would use with each episode.
Video is a great way to drive engagement on social media. If you video record your podcast episode, this gives you lots more options when it comes to video content. You can share these short clips of your video podcast on Facebook, Instagram, LinkedIn and Twitter.
I recommend burning captions/subtitles onto your video content for social media. People often watch video on social media with no sound on, so subtitles make all the difference.
You can create these quickly using Headliner, which also allows you to save a template so that each time you only need to upload the video of the podcast and change the text.
Alternatively, you can use Adobe Premier Pro and create a template to the same thing (although this has a much steeper learning curve).
Image quotes are a great way to highlight something you or your guest say during the episode. Pull out the most impactful quotes from the episode and pair them with graphics to capture attention on a visual heavy platform like Instagram.
I suggest templates that has the host’s picture on it, guest’s picture on it (this will change with each guest), or a scenic/cool background without a person on it. Neil Patel, a New York Times best-selling author and Forbes as one of the top 10 marketers, reported that images with people in them can have up to a 95% increase in conversions alone, which means people engage more with photos of other people.
Remember to design templates specific for each social media platform, optimizing for that platforms dimensions.
If you are creating video with your podcast you can put the full episode on YouTube for more reach, discoverability, and being ranked in search engines for keywords used in your content.
You have a few different options for videos. You can record your interview with video inside of Zoom or Skype and create Photoshop overlay templates to place on your video. You will need a video editing program like Adobe Premier Pro to put together the video and overlay your graphic template.
Alternatively, you can upload your audio file to Headliner and create audiograms that are the full length of the episode. However, these are not as engaging on Youtube because there are no people to watch. But they are great if you have to record audio only when interviewing guests.
You will need to create an eye catching and engaging thumbnails for your video. If you are interviewing people, then use a large image of your guest’s face as images with faces get much higher engagement.
It should be clear what the episode’s title or who the guest is so people know what they’re about to listen to before clicking on the specific video. Make sure you follow the correct sizing here: 1280px by 720px.
These are just some of the popular pieces of micro content you could create using your podcast and how you can make templates for each of them. However, get creative. This is your podcast, so set yourself apart by doing a few creations that other podcast may not be doing. Also find out what type of content types most resonate with your audience and create templates for those types of content.
Choose which platforms you would like to focus on and make some templates for creating micro content on that platform.
There are plenty of tools to help you make templates. I personally love Adobe Photoshop, but other free tools like Canva are also a good solution. You want to find something that allows you to create designs that are saved and can be edited later (Photoshop and Canva both allow you to do this).
If you are design challenged, then you can hire someone, on a website like 99Designs , to create the template for you. Just remember to have them give you the file in format that is editable so that you can update the text and images.
The next step is to distribute your podcast and micro content across the podcast directories and platforms you have chosen to focus on. Choose what times your content will be distrusted on the platforms you chose above.
Schedule times for you pillar content and micro content to be distributed across the platforms you previously chose.
After creating your first round of content and distributing it, you are ready for round two.
The next step is to listen for feedback and engage your listeners on your content. Decide where you will collect feedback from your audience on your content
Places may be:
Engage with your audience to collect feedback about the content you distributed.
Let's now start creating more content.
The next step is to create more micro content that is similar to what your audience most resonated with. Here you want to decide how much more micro content you will be creating. Do not overwhelm yourself and focus only on the content that drives the most engagement from your audience.
Create more micro content that your audience most resonated with.
Now move on to getting that out again!
The last step is to distribute the second batch of micro content across your distribution channels. These will be the same channels you chose before.
Schedule times for your second batch of micro content to be distributed across the platforms you previously chose.
Now that you have outlined your repurposing strategy, go back to your content calendar and project outlines and schedule in time to create the micro content you will be creating with each podcast episode.
Demonstrate mastery of the knowledge and skills presented in this lesson by applying it to the above activity. If, and only if, you have a full understanding and have mastered the knowledge and skills presented in this lesson, select the next lesson in the navigation.
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