3 Ways Repurposing Podcasts Into Blog Posts Can Boost Your SEO
Find out how repurposing your audio content opens up a whole new world of readers and opportunities
So you’ve recorded a podcast and shared it with your friends and audiences all over social media. Before you think “that’s a wrap” and move on to the next project, consider that you’re inadvertently wasting a prime opportunity to have those podcasts keep generating you more views, impressions, and clicks simply by writing down the content from the show.
A curated article that summarizes the main points of the podcast episode in an easy-to-read blog post is a great asset that can be used in conjunction with the podcast or even advertised as standalone content.
Savvy marketers and content creators know that the best way to metaphorically “squeeze all the juice” out of a single piece of media is to reuse it as many times as possible. In other words, one podcast can be repurposed and written down for a blog post, becoming its own content piece.
The blog post could then be posted alongside the video or uploaded to the website, and links to it would be shared across social media posts, email campaigns, and additional partner resources.
This is done across multiple channels in order to easily increase usage, reduce production-staff workload, and acquire more engagement and notoriety in vastly different subgroups.
Production efficiencies aside, why does this approach also work from an SEO perspective? In contrast to podcasts, blogs boost SEO pull by:
1. Featuring high-ranking keywords to crawl
Blog posts can be written to include keywords that help search engines like Google and Bing match users with relevant content. The better the keywords on a page, the more organic traffic a company or campaign will accrue. And the more traffic is consistently tracked from a particular, vetted source, then it becomes more likely that search engines will send users there in the future.
As of yet, identifying search terms from video or audio files is still in its infancy (even though giants like Google are starting to employ it within their searches with varying success), so repurposing podcasts into blog posts is the surest way to generate new leads and organic traffic to your website.
According to SEO Guru Neil Patel, “Podcasting is 1,428 times less competitive than blogging.” But that doesn’t mean that you need to choose one over the other. Instead, use both assets in tandem to reap the benefits of their joint synergies, making podcast and blog magic.
2. Easy Sharing and Linking
Written content is more easily shared than audio content. Written articles don’t make noise, can be quickly scanned for details, require no advanced technical expertise, and can be accessed nearly anywhere from multiple devices without requiring additional resources such as headphones or a quiet space.
And more importantly, blog posts can be shared or embedded nearly anywhere. In fact, companies that consistently blog earn 67% more leads per month than those that don’t and prioritizing blogging gave companies 13 times the ROI versus companies that didn’t prioritize their blogs (Hubspot, 2020).
While podcasts have their own sets of undeniable benefits (such as younger, growing, and more engaged audiences as well as the ability to listen to topics while multitasking), many podcasts still suffer from significant call-to-action gaps that affect their ability to move user traffic in specific directions.
But by making a blog post from a podcast’s content, companies can reap the nearly-instant benefits of both marketing tools while overcoming all their individual shortcomings in one go.
Consumers generally appreciate being offered multiple ways in which to interact with a company’s content. But for others with disabilities or physical/audio/visual impairments, their own conditions represent a major limiting factor in their ability to connect with specific brands and campaigns.
By offering written blogs of specific podcasts, a company can easily accommodate and foster a more equitable environment for all types of clients, thereby improving UX (a.k.a. User Experience) for all.
The inclusion of alt-text, image descriptions, headings, and button labels within the blog post coding further enhances users’ individual experiences and brings them closer to the original look and feel of the source podcast.
So go out there, blog away, and get the most out of the podcasts you’re already creating.