049: How Podcast Guests Can Repurpose Interviews for Additional Content

Are you repurposing podcast episodes that you’re interviewed on as additional content for your own brand? If content creation is important in your marketing plan then this strategy is a perfect fit for you! In today’s episode, I’m sharing how you can share about the episodes you’re on without interfering with your own brand colors in your feed, highlight your featured episodes in your website’s about section, plus how you can create full blog posts and content around podcasts you’re a guest on!

Clocking In with Haylee Gaffin is produced and brought to you by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.

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Expectations of Guests

If a host has accepted you on their show, that comes with the expectation that you’ll share the episode. Many times this is expressed in the guest agreement.

Hosts will often provide you with shareable graphics, copy, etc for you to use in the promotion of your episode on their show. Here’s where you can take it a step further and repurpose that content. You can utilize these pieces of content for multiple posts across the platforms you share on.

It’s important to share these plans with the podcast host so they know your strategy and that you’re doing this to benefit both of your brands. The last thing you want to do is make the host feel like repurposing content from their podcast is only benefiting you.

Creating Your Own Graphics

If you’re really particular about your podcast branding in your feed, or wherever you’re sharing the episode, make sure you’ve created some type of plug-and-play template that allows you to drop in the promotional materials that the host sends you. Or you can even request the design style so that you can drop your own graphics in there. In this way, you can incorporate your branding into promotional content for the episode you are featured.

Branding shouldn’t keep you from sharing about a podcast episode that you were featured on. You could be missing out on sharing content that’s already been created. But also, you’re missing out on educating your audience on your expertise! When someone brings you on their show, they see you as an educator or expert in your field. When you share that content, you’re opening the doors for more of your followers to see that others trust you enough to bring you on their show.

Adding To Your About Section

If you’re trying to get on more podcasts or make speaking a bigger part of your education business, highlight the podcasts you’re on in your about or speaking section of your website. You can do this by requesting the podcast logo or wordmark from the host during your recording or even when they send over the episode promo materials.

Add this to the preferred section of your website then link it directly to the episode, more specifically the blog post of your episode on their site. This is better that you’re providing a backlink to their blog or website that helps with their SEO. SEO-conscious podcast hosts love this!

Repurposing Through Blog Posts

Consider taking this SEO strategy and backlink plan a step further, let’s dive into how you can further take this interview and repurpose it for your content. I love seeing interviewees use podcast episodes that they’ve been on as content for their own website, specifically if they already have an active blog. You can take your podcast interview and create a full feature of that podcast but also highlight the content.

Throughout the blog post, you can link back to that podcast episode on their site, which supports their SEO by backlinking from a site that has content supportive of the content on their site.

There are a few strategies you could take with this approach as well, here are some of my favorite examples.

You could simply do a feature of the episode content or a specific component of the episode, what’s being sold, and a link to the episode. I did this with one of my first podcast interviews on The Legal Paige in episode 81. On that episode, we talked about podcast legalities for podcast hosts. One of the topics we covered was the importance of a guest contract, which Paige sells in her contract shop. I wrote a blog post covering that particular topic, linked Paige’s episode, and linked to the exact contract in her shop with my affiliate code. While I’m not a lawyer, I was able to provide a resource for my audience, share about her podcast and shop, and share that I was a guest on the show.
Another approach is that you can create a piece of content that covers a step by step tutorial that you share, for example, when my own client, Dolly DeLong brought me on her show to discuss systems and workflows in podcast production, I knew it would be a perfect fit for my own audience and my blog. In my blog post, I featured Dolly’s podcast episode, 5 Steps to Creating a Workflow for your Podcast, I teased a new course that I would be launching, and highlighted the bundle that she was offering at the time and even kept in a waitlist for the next year for the bundle ended.
Another example I’ve done was that I had a podcast episode that sparked an idea for one of my friends, Amanda Warfield, that she wanted to talk about on her show. We talked about Defining Your Own Success and Cheering for Others. I highlighted the blog post as a podcast feature, shared about her podcast overall and what we talked about, and then encouraged listeners to download it.
Now a final example of how I’ve done this was I used an interview that I did with my client, Quiana Marie, to essentially play as a case study. In Quianna’s episode, we talk about the power of podcasting and how business owners can monetize, grow, and connect with their audience. Quianna talks about what she’s learned in podcasting. This episode really made for a great piece of content for my own brand that I wanted to make sure we featured.

Benefits of Repurposing

First, for you as a podcast guest, there are so many benefits-

You’re already sharing about a topic that you’re passionate about and that you know well.
You have access to essentially an audio blog post that you can convert into text. I recommend customizing this and making some sort of spin on the topic so that it’s not exactly what the host has on their website.
You’ll reap the rewards of the SEO effort. But note, you’re not trying to beat out the podcast host on this topic. Most of my blogs are either focused on keywords that the host wasn’t trying to rank for (by selecting a small component of the episode as my focus) or by focusing on the podcast title.
Creating a blog post on your site essentially gives you more social media content, Pinterest content, etc that you can share without having to come up with brand new content.
You’re not having to come up with brand new content for this. You know it already, and you have a reference point in the audio.

Now let’s talk about the benefits for the host:

They’re getting a backlink which helps with their search engine optimization strategy.
Typically when you create a blog post about their content, it provides an opportunity for a longer lifespan in reaching your audience. Viewers don’t typically scroll really far back on Instagram, but blog readers do explore blogs for education.
When guests create content on their own website, they’re more likely to reshare over and over again.

It is so important that you let the host know that you are planning to do this. This will benefit both of you long-term!

Many hosts are even happy to help with this strategy by offering you promotional materials early and even sharing the audio early so you can prep your blog post in time. Now, I will say DO NOT USE THE AUDIO for your own podcast or by uploading it anywhere. Use their podcast play or link directly to the episode so that the only place the audio is tracked is through their podcast hosting platform. Your intention is not to make this content your own but to repurpose and promote their episode.

Want to master the art of repurposing podcast content and amplify your reach? Join Mic Check Society! Our membership community is designed for podcasters who want to grow their audience, streamline their processes, and make the most of every opportunity. Gain access to expert trainings, a supportive network of podcasters, and actionable strategies to repurpose and promote your podcast guest appearances effectively. Take your podcasting game to the next level—join Mic Check Society today and start seeing results!

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Time-stamps:

Expectations of Guests (2:40)

Creating Your Own Graphics (3:28)

Adding to Your About Section (4:30)

Repurposing through Blog Posts (5:15)

Example 1 – The Legal Paige

Example 2 – Dolly DeLong

Example 3 – Amanda Warfield

Example 4 – Quianna Marie

Benefits of Repurposing (8:50)

Review the Transcript:

You’ve pitched yourself, you’ve landed on shows, you’ve shared the graphics that the host sent you, but did you know that you can actually repurpose podcast episodes that you’ve been interviewed on as your own content in a way that pleases the host?

Today I’m sharing how you can utilize interviews you’ve done on other podcasts for your own brand!

Hey y’all welcome to the clocking in podcast the podcast for entrepreneurs and professionals making their way in the working world i’m your host Haylee Gaffin this podcast is produced and brought to you by Gaffin Creative a podcast production company for creative entrepreneurs learn more about our services at Gaffincreative.com plus you’ll also find resources show notes and more for the clocking in podcast so let’s clock in and get to work.

Last week I talked about repurposing your own podcast content into different types of content to get the most out of the episodes you’re already creating. Now this week, I want to share how you can use podcast interviews that you’re on for your own content.

If you’ve not started pitching yourself as a guest on podcasts, I highly recommend starting here if you’re considering launching your podcast. In an upcoming episode, I’ll talk more about how this can benefit your brand, but today, I want to focus on taking advantage of content you’re already creating, using it for your brand’s content strategy, and making sure you’re keeping the host happy!

So, let’s talk about what you’re giving to a podcast host, because while you’re getting the opportunity to reach their audience, you’re also sharing a lot of your expert knowledge with that audience. In most cases, podcasts are unpaid speaking opportunities and that’s because the benefit is usually equal between both parties. As a side note, there are podcasts out there that pay, but there are also podcasts out there that charge you to be on their show. In most cases, there isn’t money exchanged between guests and hosts.

With a podcast interview, the host is opening the door to their audience for you, typically allowing you a small window of opportunity to sell to their audience. The benefit of being on podcasts is that these episodes live for a long time. As the podcast grows, new listeners are binging old episodes. Many of my clients have older episodes getting just as many listens as their new episodes. This mean that the content isn’t just for the week of release.

Speaking of the week of release, if a host has accepted you on their show, that comes with the expectation that you’ll share the episode and many times, a guest agreement will include that clause.

Hosts will often provide you with shareable graphics, copy, etc for you to use in promotion of your episode on their show.

Here’s where you can take it a step further and repurpose that content in more that just a quick social share.

Before we jump too far into this strategy, I do want to highlight that I think it’s important to share your plans with the host so they know your strategy and that you’re doing this to benefit both of your brands. The last thing you want to do is make the host feel like you repurposing content from their podcast is only benefiting you. We’ll go over the benefits here shortly.

The first thing to consider is that if you’re really particular about your podcast branding in your feed or wherever you’re sharing the episode, make sure you’ve created some type of plug and play template that allows you to drop in the promotional materials that the host sends you. Or you can even request the design style so that you can drop your own graphics in there.

Don’t let branding keep you from sharing about a podcast episode that you were featured on, because you’re missing out on sharing content that’s already been created, but also on educating your audience on your expertise. When someone brings you on their show, the see you as an educator or expert in your field. When you share that content, you’re opening the doors for more of your followers to see that others trust you enough to bring you on their show.

Now, the next thing I want you to consider, especially if you’re trying to get on more podcasts or make speaking a bigger part of your education business, is highlighting the podcasts you’re on in your about or speaking section of your website. You can do this by requesting the podcast logo or wordmark from the host during your recording or even when they send over the episode promo materials.

Add this to your preferred section of your website then link it directly to the episode, but more specifically the blog post of your episode on their site. The reason this better is that you’re providing a backlink to their blog or website that helps with their SEO. Podcast hosts, especially ones who are focused on their SEO strategy will love this.

Now, let’s consider taking this little SEO strategy and backlink plan a step further, and this where we really get into repurposing your podcast interviews as your own content. I love seeing interviewees use podcast episodes that they’ve been on as content for their own website, specifically if they already have an active blog. You can take your podcast interview and create a full feature of that podcast, but also highlight the content.

Throughout the blog post, you can link back to that podcast episode on their site, which supports their SEO by backlinking from a site that has content supportive of the content on their site.

There are few strategies you could take with this approach as well and I’ll share a few examples.

You could simply do a feature of the episode content or a specific component of the episode, what’s being sold, and link to the episode. I did this with one of my first podcast interviews on The Legal Paige in episode 81. On that episode, we talked about podcast legalities for podcast hosts. One of the topics we covered was the importance of a guest contract, which Paige sells in her contract shop. I wrote a blog post covering that particular topic, linked paige’s episode, and linked to the exact contract in her shop with my affiliate code. While I’m not a lawyer, I was able to provide a resource for my audience, share about her podcast and shop, and share that I was a guest on the show.
Another approach is that you can create a piece of content that cover a step by step tutorial that you share, for example, when my own client, Dolly DeLong brought me on her show to discuss systems and workflows in podcast production, I knew it would be a perfect fit for my own audience and my blog. In my blog post, I featured Dolly’s podcast episode, 5 steps to creating a workflow for your podcast, I teased a new course that I would be launching, and highlighted the bundle that she was offering at the time and even kept in a waitlist for the next year for the bundle ended.
Another example I’ve done was that I had a podcast episode that sparked an idea for one of my friends, Amanda Warfield, that she wanted to talk about on her show. We talked about Defining Your Own Success and Cheering for Others. I highlighted the blog post as a podcast feature, shared about her podcast overall and what we talked about, then encouraged listeners to go download it.
Now a final example of how I’ve done this was I used an interview that I did with my client, Quiana Marie, to essentially play as a case study. On Quianna’s episode, we talk about the power of podcasting and how business owners can monetize, grow, and connect with their audience. On the episode, Quianna talks about what she’s learned in podcasting, which really made for a great piece content for my own brand that I wanted to make sure we featured.

So what’s the benefit to doing something like this? Well let’s talk about the benefits for you first:

You’re already sharing about a topic that you’re passionate about and that you know well.
You have access to essentially an audio blog post that you can convert into text. I recommend customizing this and making some sort of spin on the topic so that it’s not exactly what the host has on their website.
You’ll reap the rewards of the SEO effort, but I also want to highlight that you’re not trying to beat out the podcast host on this topic. Most of my blogs are either focused on keywords that the host wasn’t trying to rank for (by selecting a small component of the episode as my focus) or by focusing on the podcast title (which we’ll get to how this benefits the host shortly)
Creating a blog post on your site essentially gives you more social media content, pinterest content, etc that you can share without having to come up with brand new content.
Which leads us to your final benefits, you’re not having to come up with brand new content for this. You know it already, and you have a reference point in the audio.

Now that have the benefits for you, let’s talk about the benefits for the host:

They’re getting a backlink which helps with their Search engine optimization strategy.
Typically when you create a blog post about their content, it provides an opportunity for a longer lifespan in reaching your audience and what I mean by this is that viewers don’t typically scroll really far back on Instagram, but blog reads do explore blogs for education.
When guests create content on their own website, they’re more likely to reshare over and over again.

Now, don’t forget, it’s important that you let the host know that you are planning to do this so they see it as a way to avoid sharing the episode. This will benefit them and you long term!

Many hosts are even happy to help with this strategy by offering you promotional materials early and even sharing the audio early so you can prep your blog post in time. Now, I will say is DO NOT USE THE AUDIO for your own podcast or by uploading it anywhere. You need to be using their podcast play or linking directly to the episode so that the only place the audio is tracked is through their podcast hosting platform. Your intention is not to make this content your own but to repurpose and promote their episode.

In the show notes today, I will be linking to each of the blog posts where I repurposed episodes that I mentioned I was a guest on so you can see the different ways you can do this.

And if you’re a podcast client of mine or just a listener and you want to hire out the work of repurposing this content, my team can help! We offer this type of content writing and strategy though our coaching sessions, VIP days, or our a la carte services! You can head to our website at gaffincreative.com and complete our contact form! We’ll set up a discovery call to determine which service is right for you, what services you need, and if our team is the right fit for you!

I hope this episode inspired you to repurpose your content with intention, but also find a balance in the content and strategy that you’re creating.

This has been another episode of The clocking in podcast. You can find the show notes for this episode and more at Gaffincreative.com. Thank you so much for your listenership and support. If you love this episode, I’d be so honored if you leave me a review in Apple podcast app. Until next time, I’m your host Haylee Gaffin, clocking out.