By having a podcast serve as long-form pillar content for your brand, you achieve two big things.
What Your Pillar Content Does
- You create a library of searchable content that stands out when people look for you and in your industry. If they are not a part of your community already, they will be looking for an expert to answer questions in your industry. You are that expert.
- When creating content around your brand, a podcast serves as a terrific way to re-use and re-purpose content for other use, by slicing, dicing, and re-packaging the podcast content and using it elsewhere without having to create more content.
Re-Purpose Content
A 20 minute podcast episode turns into several other pieces of content aside from the audio you publish. It can serve as 3-4 blog posts on your website by transcribing (or using your pre-written notes). Think about how much time you save by editing your spoken word to become a blog post, rather than writing, re-writing, editing, and publishing new, original, written content into a blog post.
Also, utilize your laptop or smartphone camera to record video yourself recording your podcast episode to upload to YouTube to capture those who are interested in the visual as well as the audio of your podcast content. It also offers a way to passively consume the audio on their computer while they utilize other tabs in their browser or applications as they work. It’s an easy way to share video content with minimal editing, only requiring a cut here and there and uploading to YouTube. You then create a channel on the second largest search engine in the world for your business. Having that search engine working for you is pretty handy when you consider that Google also owns YouTube and will be able to index your video for relevant Google searches.
Social Media Use
Take short video clips from your podcast, whether your recorded video or “audiograms” to share to Facebook, Instagram, TikTok, Twitter, and LinkedIn to promote your show, share video content highly-valued by those platforms, and share smaller bites of your expertise with your community. That content will also drive your existing community toward your podcast, and you’ll be able to deepen your already existing connection with those that carry over .
In addition to the audio and video that you re-purpose in smaller pieces, you can also create memes for those same platforms with quotes, as well as offer text excerpts from the body of your podcast to your community across platforms. This creates a TON of content from a single podcast episode without minimal extra effort.
This is how we are able to create so much around Beyond Your Side Hustle, creating articles, videos, quotes, and micro-blogs from the larger pillar content created for the podcast. We also record video YouTube publication to answer each question answered thus far on the Q&A episodes.
There is a lot of potential content created from a single episode of Hustleburg, and it’s replicable for your podcast.