So, you have a podcast episode and you’re thinking that it could make for a great post on LinkedIn but you’re not quite sure how to go about it.
I mean, LinkedIn is nothing like the average podcast platform so you’re definitely going to need to make some changes but what are they?
Repurposing your business video series into different forms is a great way to get more out of your content. And you need not worry about how to go about it because today we are going to be looking at all the key things you need to do in order to successfully repurpose podcast content for LinkedIn.
First things first, you need to ask yourself some key questions like:
The very first thing we need to figure out is really understanding why your podcast audience are on LinkedIn and there are several reasons why they may be there.
Your audience could be on LinkedIn in the hopes of building a personal brand which means that they're looking to engage with any content that is relevant to them or can help showcase their expertise.
They could also be on the lookout for anecdotes or stories of things that they've learned in their career throughout the years and can therefore relate to.
Many professionals who want to build a personal brand on LinkedIn usually focus on the spaces or industries that they are familiar with as they already have the experience needed to start up conversations.
Pro Tip: This article is part of a longer series on how to repurpose content
Another reason could be to keep up with industry peers.
Establishing connections with other people of similar job titles who are working in the same industry is a great way to see if there are opportunities for collaboration and inspiration.
People are always curious to see if their peers are working on anything that could be of interest to them and making contributions to the work of others opens up room for further discussion.
Your audience might also be looking for ways to promote their own company.
LinkedIn is a place of opportunities and there are many entrepreneurs who are searching for a way to advertise their business or even share any stories that could be relevant to whatever conversation is already happening on the platform.
Some people get on the platform with the sole aim of acquiring new clients for their business and they do this by starting or contributing to conversations with people who could be great target customers for them in the long run.
Getting clients on LinkedIn isn’t a 100m race so sometimes your audience might be looking to get into the space where they can start to showcase themselves as trusted advisors to prospective clients before pitching to them.
You need to think about your own podcast goals.
And by that, I mean ask yourself what the result will be if you promote this podcast piece on LinkedIn?
To be honest, it's really not rocket science because the answer almost always comes down to one of two things:
When it comes to brand awareness, this means that you will need to create content that features other people who were already on the podcast.
For example, finding opportunities where they have already spoken about specific topics that are relevant to your target audience and tagging your audience in such discussions.
If the majority of them are thought leaders, then this will help multiply our distribution completely and for free.
Asides from the free distribution, talking about popular topics or current events that you know are trending is a great way to start a conversation on LinkedIn. You can refer to this as social selling.
I like to think of social selling as a way of creating opportunities to start conversations with other people.
For instance, imagine if you had to go to a cocktail party or a networking event and you were trying to get other people to open up and talk. The first thing that would come to your mind would be how to find conversation starters that can make it easier for them to open up and share their views on certain things.
The same thing applies to LinkedIn. Conversation starters are a great way to get people talking and once that is done, your sales team can take it from there by following up on their viewpoints which would definitely have some insight into some of the challenges that they currently need help with.
Now that we have identified these two aspects, all that is left to do is decide how we're going to fuse them together and repurpose the content in a way that satisfies our goals but at the same time is super aligned with the interests of our audience.
This is the part where you can think of all the different methods of repurposing content.
First of all, we have Video, Audio, Written, and Image. Always think of all these four categories when you're repurposing content so as to determine the best and most effective medium to share content in.
As a side note, it is worth mentioning that videos aren’t always the answer.
While videos may naturally be the most exciting medium, you have to carefully consider the recipients or people that will be viewing whatever content you will be putting out.
Other ways by which you can commemorate snippets and highlight moments from your podcast episode are:
And there you have it, a detailed guide on how to repurpose your podcast content for LinkedIn.
The important thing to note in all of this is the ability to understand the specific mindset of the audience you are creating content for.
It is only in doing this that you will be able to clearly identify your target market and get the most value out of whatever content that is created.