Full Transcript for The Content Repurposing Playbook: Maximize Your Reach Without Burning Out

you like get your content ahead of the game for a few months, and then you can like rest easy and plan ahead, so it kind of depends where you're at and kind of how much you've got going on. I know for me when I'm repurposing shows that I've guested on, I get the video, obviously put up YouTube, do my blog, but I definitely will make more reels than anything else, a, because it's easy, and b, because reels, you can obviously use it for Facebook reels, Instagram reels, you can use it for a story, and YouTube Shorts are, you know, crushing it right now, and that gets you in front of people that aren't already following you, so you get new eyeballs and people listening to what you have to say, so that to me is key. And some people are even using the reels in LinkedIn, I've seen every now and then, instead of just the square videos. Yeah, I'm on the fence. It kind of like, I think it's weird when I see it sometimes, but then I'm like, but hey, and grabbed my attention because it's a different size, so whatever, like it's fine, and they're super short clips, you know. 00:04:04.949 --> 00:04:30.139 People have short attention span. Just make sure that you're using call to actions with those posts. A, you can link to the episode that you have on your blog. Hey, you know, do a teaser, and you know, I also shared this on the episode. Go here to check it out, but don't be afraid to push traffic to your lead magnets or Facebook group, or whatever. Like, if I'm talking about 00:04:30.259 --> 00:04:59.740 repurposing like I am today, then of course, if I did a reel, I would want to push my resource of, hey, here's three ways to repurpose your episode, I'll put the information below, and you can grab the resource. So, because you want to push the listeners, those especially new people, and convert them from being passive to becoming leads, that is a really key tip, for sure. 00:04:55.449 --> 00:05:03.180 Lindsay mentioned creating the blog. Dog and the reels, but having the asset isn't enough. 00:05:03.509 --> 00:05:41.199 You actually have to market the marketing. Deirdre Hsien joined us in episode 211 where we talked about working intelligently lazily. In this clip, she's dropping some major truth bombs about what she calls content activation and how to piece together the assets that you already have, so repurposing. What are some ways that you find that people start when they're starting to use Cap, she and She and show that they are starting with the repurposing side. Let's just say they have a podcast and they want to repurpose that podcast into different content. Where are some of the places that they usually start. 00:05:41.860 --> 00:08:52.120 Yeah, I mean, the kind of no-brainer is social media. So, when we talk about strategy for social media, I don't know, Alesia, if you know Katie Brinkley at all. She, yeah, she's an expert in the social media space, and we worked quite heavily with her to actually build her full post-social media strategy into Cap

Show, and that strategy is all about how do we get our audience from awareness of a problem or solution or basically the message that we're talking about that week or that month all the way to action, so from awareness to action in four posts, and so we actually built that inside of capture, and when I talk about how we have to be really intentional about the platforms and what it is that they're trying to drive, even the first post, which she calls the awareness post, which capture does help create, you know, it's different for all the platforms, like on LinkedIn, it's a poll, because that's what actually gets engagement on LinkedIn, on Facebook, it's just like a polarizing statement on those purple backgrounds, that's just like bang in your face, you know, and it's kind of like a true or false, and then people love to just like engage on those, you know, on Instagram, so it's.. it's.. you start to see already that it's like, oh my gosh, each of these platforms are really different. Imagine if you're trying to be on all of them, creating, you know, all these different types of of content, that is what that platform is trying to distribute out, so on the social media side, capture helps with because we built in that marketing strategy. So social media is one way that people who podcast do repurpose their content into a big one, which I know Alesia, you're more and more a fan of, is the blogging part of it, and blog posts, I feel like they've gotten, they're kind of always there, but they have this really big boost, and then it's kind of died down a little bit. It is such a powerful way again. It needs a strategy behind it. We have worked with some SEO blogging experts to structure, to help structure, you know, what it is that capture creates from a blogging perspective, and things like that. But then, you know, again, Alesia, we're talking about this, but then it's like you still have to market, it seems counterintuitive, because it feels like content is the marketing, but the more content you create, the more marketing you have to do, for it's, I don't know about you, like that was like a big, like when I had this realization, it was one of those moments where I was like, oh my god, what have I been thinking my whole life, it's like finding out that Santa Claus doesn't exist, like it's like what content itself isn't the marketing part of it, but like that's why I always talk about, you know, this, the content creation part, which softwares like Capture and other AI tools make so simple, but then there is, and I call it the activation part of it, you know, even when you have a blog post, like I know, Alesia, you're more and more using like Pinterest to get the blog post out there, and so that's Mark, you marketing content, right? There are these other, you know, how do you then use other assets that Capture, for example, creates to be able to create a Pinterest post, a threads post, and an expose like whatever it is, and that's very, very doable

when you have the assets there, and it's been repurposed for you already, and you can just pick and choose then what it is that you use, it gets to become really simple, actually. 00:08:52.779 --> 00:10:10.075 All right, so you have your assets, and you know you need to activate them, but if you just copy and paste the exact same podcast title onto your Instagram. People are probably going to scroll right past in episode 213. Feliday broke down how to take one long form episode and chop it up by changing the angle. This is how you take an answer to a question and turn it into scroll stopping pieces of content. I heard someone recently talk about how he's doubling down on YouTube for his podcast. While he's got his podcast on there, he will take eight to 10 minute segments of the 45 minute conversation and post those as questions, so that YouTube's like, "Oh, it's answering this question that doesn't necessarily redirect back to podcast listeners, but could just be, hey, I'm trying to grow my YouTube following and position myself and the people I'm interviewing as experts in this field. I thought that was such an interesting approach, and also if you don't have. Team can feel really overwhelming, so what are some very basic things that we should be inclined to maybe do? 00:10:10.000 --> 00:10:45.054 So I really like that approach with YouTube, taking the long one and cutting it into sections that you can then reshare, like the 10 minute clip, the eight minute clip, and make it great for SEO, the question as the title instead of the whole episode, right? Like we were saying, if you were to be doing emails or carousels, it's like taking the 45 minute episode, breaking it into the sections of 10 minutes, taking those 10 minute sections and turning them into emails for each question, carousels for each question, but then also changing the angle of it, right? 00:10:41.784 --> 00:11:15.129 If you're doing objection-based questions, you want to tell case studies, address the mistakes people are making, address the limiting beliefs people are having, tell an inspirational story, like, tell your story, tell a client's story, share, like, your unpopular opinion, that's something that we all love to see on social media, right? Like, take one phrase, like copy pasting your content isn't repurposing content, and make that into an entire carousel, where that's the front page, it stops the scroll, people are like, "wait, what, that's not what I think, right? 00:11:15.129 --> 00:11:27.894 And it gets them scrolling, and then you dive into your belief around that, taking the original video, taking the questions, the words from that video and flipping the script on the way you were approaching that topic. 00:11:27.894 --> 00:11:50.139 If people are like, I don't know how to have a bank of stories or a bank of ideas, or I'm trying to create as much content as I possibly can, and I'm feeling like I'm drowning. What are your thoughts on that, and tips for them who are

feeling frustrated or overwhelmed, or like they're already creating so much content? 00:11:50.139 --> 00:12:34.059 My first thought is, you should hire me. My second thought is to just scroll back six months, look through your content, what did you say? What could you repeat? What did you really like? If you start reading your old content, it's gonna inspire you, or at least it should. The amount of times that people scroll back and they're like, I haven't, I have an updated story, or I have a new take on that, or I changed my mind on this approach I used to have, but if you just scroll back through your content, or go through your analytics, see what's your most listened to podcast episode. What's the episode that everybody always shares on social media and tags you and refers to their friends? 00:12:29.200 --> 00:12:46.720 Relisten to that episode. What did you say? What can be repeated? What did you hint at that could be a whole new episode you could dive in deeper on? Right, so if you don't want to hire me, then your own content should be your biggest inspiration. 00:12:46.929 --> 00:12:57.716 We've talked about how to stretch your content on social media, YouTube, and your blog, but what about your podcast feed itself? 00:12:53.594 --> 00:13:14.070 Repurposing isn't just about making clips, it's about making your older content work for your current business goals, in a recent solo episode, I walked through the exact strategy you need to monetize the hundreds of hours of audio just sitting in your back catalog. 00:13:14.070 --> 00:15:08.451 Last, but definitely not least, because this is the one most people want to know, is conversion.This means you're increasing your revenue and generating leads. If you have 100 episodes promoting a masterclass that closed in 2023 this is a problem. I would love to see you use dynamic ads to go in and actually talk about the current things that you're working on. I recently did this for my podcast, that is my hobby podcast. We read Smut. We changed the day that it's releasing because capacity just changed, and I have a pre-roll going on every single episode that says, hey, popping in real quick to let you know episodes are now dropping on Fridays instead of Wednesdays. Let's go ahead and get into it. Simply a way to let people know what's currently happening on this podcast. If you are listening to it on the app, not watching it on YouTube, then you probably heard my ad in there of here's my 15 ways to improve your podcast, grab my freebie, or here's how you can work with me, go to help my pod.com Any of these dynamic ads can be used when the content is relevant, and this is really good, especially if you are someone who has live workshops, who regularly has open and closed door programs, and I would love to see people utilizing these strategies a lot more, and it could be as simple as saying, hey, I know you're enjoying this archive episode, if you want to go deeper, grab my free guide at it. Insert www dot url, and that is a great way to say, hey, I know this is a past episode. 00:15:08.528 --> 00:15:23.149 Here is a relevant and up-to-date piece of content that is going to help you. The goal here is really to turn someone who's listening to episode 10 into a lead for your current business model. 00:15:23.149 --> 00:15:34.929 Your content is a real business asset, and you should be getting a return on that investment for years, not just the week it goes live. You know, I'm all about taking it one step at a time. 00:15:34.991 --> 00:16:18.559 So, pick one of these episodes that felt really aligned with where you want to take your strategy, go back, listen to the full episode, understand the full context of the conversation, and then take action. And, of course, if you are not sure which one makes the most sense for you, or you're not sure where to begin, please feel free to go to helpmypod.com I'd love to chat with you, get to know more about what you're going through, what you might be struggling with with your podcast, and how I can support you, whether that's me or someone else. My goal is always to ensure that you have a listening ear and some direction to go in moving your podcast forward. Until next time, happy podcasting. 00:16:22.889 --> 00:16:22.950 Bye.