by Rachel Smith
04 November 2022
We’re always told how important it is to ‘repurpose our content’. But how many of us actually do it? Probably not a lot, because it takes work and it takes planning to figure out how you’re going to carve up a piece of content.
But what if you take a certain TYPE of content – such as audio content – and repurpose it in a way that makes you money?
Here are three great ideas you can try today.
If you’re a journalist, I’m betting you have hundreds (if not thousands) of hours of audio interviews – on tapes, as digital files on your dictaphone, as mp3 files in a service like Otter.ai.
You may pull a few quotes from an interview to use in your story – but what happens the rest? If you’re smart, and there’s gold that could lead to another story, you might pitch something new to your editor, but if you’re busy, on deadline for something else – that audio can quickly be forgotten.
But what if you could use it in another way? When Lynne and I interviewed Therese on The Content Byte, she spoke about how brands are hungry for different forms of content – which might include a blog post, but also a podcast episode using audio from the interview that you tidy up and ALSO charge a fee for. What have you got to lose? Could this be something you could offer as a package to editors?
(Of course, don’t forget you’ll want to run this past your editor first and get approval from your interviewees as well.)
I was fascinated to read about Rananda from Ink-Rat’s idea recently. So many of our clients can’t write – but they CAN talk, and often they have valuable insights to share. So why not use those to create their marketing / business content?
Rananda offers a package called ‘sparticles’ – essentially, turning speech into articles. The client is asked to record themselves talking about a particular topic for 7 minutes, and then they send her the audio.
She can then turn it into email marketing, social posts, blog outlines or other content they request (such as full articles, presentation notes, podcast scripts and more). What an epic idea. Stay tuned for our podcast episode with Rananda talking about this aspect of her business.
This is such a brilliant idea I’m mad at myself that I don’t do it more with The Content Byte – but honestly? If you’ve got a great podcast, that gets good engagement and tackles topics that people want to know about, why couldn’t you turn those podcasts into blog posts? Or social galleries? Or email marketing, white papers, or even video content?
The list is endless. And this is a business idea as well: why not offer a service to busy podcasters where you repurpose their best episodes into content they can use elsewhere to continue building their brand awareness and attracting new traffic to their other channels?
It’s an absolute no-brainer – and priced well, would be a service busy podcasters would potentially jump at.
How about turning audio content into audiograms for your socials, like this one from our last episode with Kirsty Fanton?
You can do this with various apps including:
And don’t forget, if you’re not especially handy with audio editing, you can always outsource that to a podcast editor or producer, who can tidy up audio for you and package it for you to share or sell to editors / clients.
We outsource our audio editing at The Content Byte to Marker Creative Co.
The bottom line is that audio content is so valuable and so versatile.
It’s often so much easier for people to speak than it is to write, so clients would probably jump at the chance to record audio, hand it over and be presented with clean, beautifully written content (in their TOV) that they can use on their channels.
Similarly, repurposing audio content such as interviews (with permission) into podcast episodes or podcasts into blog posts can be such an incredibly easy thing to do and another way to charge extra to editors and clients.
Do you repurpose audio content or offer services that use audio content? I’d love to hear your experiences in the comments and please link to your website if this is something you offer.
