If you're looking to connect with key members in your B2B audience through podcast marketing, you're onto something. We know that 75% of B2B decision makers actively listen to podcasts, so we applaud this decision!

We also know that most marketers repurpose their content, which also makes sense. In today's resource-constrained environment, getting the most value from everything you do matters more than ever. However, when it comes to repurposing podcasts, for some reason it isn't as widespread as traditional video content like webinars or events.

We think it's time for that to change! If you've got a B2B podcast, you've also got a great opportunity to repurpose insight-packed episodes into other types of marketing assets.

Read on to learn more about podcast repurposing, including:

• Benefits of podcast repurposing
• Record podcast episodes with repurposing in mind
• 11 podcast repurposing methods
• Quickly repurpose B2B podcasts with Goldcast Content Lab

Before we talk about ways to repurpose your podcast, let's go over why it's a great idea.

The biggest reason for podcast content repurposing is to maximize ROI and efficiency while building brand awareness through your content marketing strategy. Repurposing any content allows you to do less with more — and with each podcast episode taking a significant amount of planning and prep, why not capitalize on your efforts as much as you can?

With repurposing, you take each podcast recording and spin it into multiple other formats, fueling your future multi-channel content strategy and getting a consistent message out to diverse audiences. Instead of creating content from scratch, you work smarter while saving time and money.

Just one podcast episode could be transformed into assets like these:

• 1-2 blog posts, depending on the scope of the episode
• 5+ clips for social media channels
• Multiple audiograms or perhaps an infographic
• 1-2 email campaigns
• Gated, downloadable templates or checklists

Repurposing also allows you to reach decision makers where they're at. Not everyone is on LinkedIn (okay, let's be honest, most B2B folks are, but still). Maybe some potential listeners are on TikTok and Instagram Reels, and you just need to post a couple video clips in order to reach a wider audience.

Or maybe some people don't love podcasts, but they will stop and watch a short video instead. Either way, you're connecting with new people!

Finally, repurposing ups the chances you'll rank for SEO and rise in online search results. When you take a podcast and turn it into a blog post, you can optimize for certain keywords and create a new entry point for people to discover your content (and, by extension, your podcast). Search engines don't index audio files, but they'll take your repurposed written content every time.

You might think that because podcasts are primarily audio-based, they're less suited for repurposing than other types of content. This isn't necessarily true! Many podcasters actually record a video during their podcast episode and then turn that into clips — the same way you would with an event video or webinar.

Even if you're creating strictly audio content, you can still produce audiograms, transcribe episodes into blogs, generate show notes, and create different formats that are popular with podcast listeners.

Here are a couple of helpful hints to keep in mind as you get going with your repurposing efforts:

1. Record with repurposing in mind. When you're planning out your episodes, you can include content specifically for repurposing. For example, you can ask guests specific questions that you know you'll use to make social media clips, even if you don't use the content on the podcast episode. (Lightning round-style questions or hot takes work great!)
2. Create timestamps of standout moments and key points. If you feel an emotional reaction to something a podcast guest says, try to make a quick note so you remember to use that as repurposed content! If it resonates with you, it's likely to resonate with others.
3. If you have SMEs on as podcast guests, any time they're breaking something down into helpful steps, that's a good clip to pull and repurpose. Video snippets offering actionable advice tend to do well on social media, and you can turn those steps into solid blog content or infographics too.
4. Lean on a tool like Goldcast Content Lab to standardize your repurposed assets so they're still on brand and cohesive. Content Lab also has a tool called Brand Voice that can help you uncover your brand voice and write all repurposed assets with the same style and tone.

Automation via AI tools like Content Lab makes it possible to transform existing content into new content at scale, streamlining your content creation workflow.

Without these tools, you'd have to manually sift through podcast recordings, cutting the high-impact moments and coming up with captions, emails, and other content to share based on the podcast. With Content Lab, however, you simply upload your recording and are left with an array of drafts to play around with. Easy-peasy!

There are many types of content you can repurpose your podcasts into, depending on the channels you'll be posting on and your goals for the content. Here's a list of 11 options to choose from.

Video content is increasingly important for B2B content creators, allowing brands to capture mindshare and drive lasting revenue.

The best podcast hosts incorporate video elements, filming podcast episodes even if you'll never publish them in full. This will give you tons of options when it comes to repurposing, and you can quickly spin up video excerpts to use in your content strategy.

Here's a full video of Clari's The Run Revenue Show, which can be found on their YouTube page:

Transcript summaries can be shared as blog posts to promote both your brand and the original podcast episode. Be sure to clean up the transcript before you post it, checking for flow and accuracy, validating speaker names, and perhaps removing some of the filler conversation to provide the most value to readers.

Transcripts can work particularly well for interview- or Q&A-style discussions because readers can scan them the same way they would a magazine profile or interview.

Instead of publishing the entire transcript, you can also pull one or more of the key takeaways and write a blog post specifically about those, adding on to it if needed with original research or other ideas. This is more common than the transcript blog, and they can both help you rank for SEO.

Within this type of blog post, you'd still either embed your original podcast episode or include a CTA directing people to it; you want to promote the source content, even though you're creating something different with the new blog.

An audiogram is a visually enhanced audio clip, like the one below:

Audiograms are a great way to share podcast highlights on your social channels. You get the benefits of video content even if you don't have a "true" video and if you add captions, you can capture viewers who scroll silently.

Keep audiograms short and sweet; micro-videos work best here. Look for powerful statements, big reveals or teaser moments, or incredible hooks from your podcast. Finally, be sure that your audiogram features consistent branding so that people know at a glance it's from you.

If you don't want to decide between content types, you don't have to! Multimodal content features different text, video, audio, and interactive elements to create unforgettable, dynamic content that appeals to a wide audience.

This blog post is an example of multimodal content. It's mostly text, but you've also got some video and audiogram content sprinkled in for people that prefer that. This makes for a rich experience and can work well when readers need examples or clarification to better understand the topic at hand.

Often, B2B podcast content is dense and concentrated. Taking some of the conversation and breaking it down into an infographic can help visual learners and add to the narrative. Specifically, if someone talks about statistics, processes, or complex frameworks, those are good opportunities for an infographic.

This is a somewhat meta moment, but check out this LinkedIn post featuring an infographic carousel about how to make good audiograms:

Social media platforms are distribution channels for all of the repurposed content types, yes, but they're also where you should promote and amplify the podcast itself so that you can generate more traffic to the podcast. We're talking more than just copying and pasting episode links, though — think about what will resonate with each audience.

For most B2B brands, the bulk of their promotion happens on LinkedIn. Talk about your podcast, whether it's in posts or in comments on other people's posts. Tease an episode if you've got something coming up that's timely, and ask podcast guests and subscribers to promote the podcast in their posts as well.

You can even create eye-catching posts with interesting stats or takeaways from an episode and offer a poll or question for people to answer, hopefully sparking some discussions and shares.

If you identify an amazing quote from your podcast conversation, create a quote graphic that you can include in blogs, email campaigns, social media posts, and elsewhere. This might be a powerful testimonial, a "mic drop" moment, or a helpful statement that readers will find inspiring or educational.

In this infographic, Devin Reed talks about why B2B companies need to have the best tech. This is part of a larger post about creating high-quality video content and leveraging repurposing to maximize ROI, and the hope is that the graphic catches people's attention and prompts them to read the full post.

Similar to topical blogs, you can create email newsletters or one-off campaigns around different topics that you cover in your podcast. Use email marketing to promote new episodes, as well as announce upcoming ones, while still providing some educational value to readers. The goal is to give your audience something valuable and keep your podcast (and other content) on their radars.

Be sure that you're pushing your podcast across as many platforms as you can. You want people to be able to access your podcast library, no matter where they prefer to listen. For most people, that's Spotify, Google Podcasts, and Apple Podcasts, but you might consider Pandora, Stitcher, iHeartRadio, and others.

Once you've got a nice-sized library of podcast episodes, you might have enough content to put together longer assets like whitepapers and ebooks. Longform content requires you to weave together a bigger story, so be aware that you'll need to do more than just copy and paste several transcripts into a document and publish it!

See what themes stand out to you when you look at your episodes. If you're constantly talking about sales and marketing synergy, for example, that might be a good topic for a bigger playbook where you break down some of your guests' top tips (with credit, of course). In your ebook, you can add additional analyses, research, graphs, charts, and more.

Reminder: Repurposing is much more than just pushing out your podcast episode to every platform. You still want to tailor your messages for each platform and validate that the length and format work for that audience.

Goldcast Content Lab makes it easy to do this. Within seconds of uploading your video, you'll have social media posts you can tweak for different platforms, email campaign drafts, blog drafts, audiograms, and a full searchable transcript you can use to create a blog or search for keywords to make new clips.

Plus, Goldcast Core enables you to create high-quality videos from your calls, events, and webinars, ensuring that all repurposed content is as clear and on-brand as possible. With Goldcast Core, you keep track of all of your event and webinar info and repurposed assets in one place — plus, you can track and measure event and video performance, making Goldcast an end-to-end platform for B2B marketers.

If you'd like to get a demo of Goldcast Core or try the free version of Content Lab, click below!

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