6 Tips for Repurposing Blog Content into Podcasts

You don’t have to reinvent the wheel to add podcasts to your channel mix. You don’t have to reinvent the wheel to add podcasts to your channel mix. Here are six strategies to give your existing blog content new life as a podcast.

1. Repurpose high-value blog posts into podcast episodes: Convert search-optimized, high-value blog posts into an interview-format podcast using the subheadings as the interviewer questions and the content in each section as the key points the guest should cover. In many instances the subject matter expert you interviewed for the blog post can also serve as the guest on an interview-format podcast.

2. Populate your editorial calendar with your top-ranking blog posts: Your organic search traffic will show you which topics resonate with your audience.

3. Tap subject matter experts to fill host and guest roles: Talking through technical challenges is the bread and butter of product managers, technical hotline managers and sales representatives. For hosts, look for the connectors among your teams — those folks who revel in conversations. For guests, look for team members who love to nerd out on their area of expertise.

4. Keep it short: Trade pros want quick answers, so keep your podcast under 20 minutes. And be flexible — use only as much time as the topic needs. Don’t feel the need to build hourlong episodes.

5. Don’t forget video: Edison Podcast Metrics shows YouTube is the leading platform for weekly podcast listeners age 13 and older (31%), followed by Spotify (27%) and Apple Podcasts (15%). For B2B marketers, that creates an opportunity to supplement the conversation with visuals and callouts to other technical resources. Repurpose the diagrams, images and CTAs you used in the original blog post. If you’re not ready to produce a full video, simply create a static image overlay to the podcast audio.

6. Find the right production partner: Find a partner who can complement your content marketing team. A podcast production partner offers services such as studio facilities (including video), coaching for your host and guests, and distribution.

Reach Your B2B Audience Where They Are With Podcasts

If your brand’s content marketing program includes high-value blog posts on technical topics that showcase thought leadership, you have the ingredients for a podcast. Let’s chat about how Wray Ward can help you add podcasts to your content channel mix.