Podcasts have been obtaining their 15 minutes of fame for virtually a decade now. For marketers, we’ve witnessed podcasts go from off the radar, to a wide open new channel, to an recognized, even crowded, medium.
It is accurate that it is tougher to make a subscriber base now than it was at the beginning of the B2B podcast growth. That doesn’t mean podcasts are not a worthwhile channel, even so — just that it takes method and time to understand their entire probable.
No, the proliferation of podcasts implies that you need to be repurposing your podcast content material for other channels. This information can aid travel targeted traffic to the podcast, raise consciousness of your brand’s imagined leadership, and even come to be celebrity articles in its own right.
Here’s how to change your celebrity podcast information into video clip advertising and marketing.
Turn Your B2B Podcast into Movie Marketing and advertising
Video is the desired form of material for pretty much every social media internet site. LinkedIn, Facebook, and Twitter all have algorithms that grant online video content more visibility. So the initial phase in repurposing your podcast is…
1 — Start Capturing Video
Most B2B podcasts are interview-design and style, showcasing a discussion between two or three individuals. Turning this sort of content material into online video is very simple with a recording system like Riverside or Zencastr. These packages can history high-good quality video and audio at the exact same time, and will generate independent files for audio-only and audio + video.
To make absolutely sure your friends glimpse as fantastic as they audio, make sure they:
- Set the digital camera at a flattering angle
- Have a blank track record powering them — and no virtual backgrounds
- Have a resource of mild in entrance of their facial area, not driving their head (a low cost ring light is a very good way to get the suitable illumination)
- Dress in solid colours, with no distracting designs
We often ship a briefing to guests prior to recording, which includes the over information. That way, everybody is aware of what to hope going in. We have also located it valuable to mail a webcam with a developed-in ring light to each and every visitor — that way, you can nevertheless get high-top quality video even if they are rocking a 15-calendar year-aged laptop.
2 — Switch Raw Footage into Movie Episodes
For an interview podcast, you’ll only have to do small editing to deliver the video clip. A very simple video modifying software (like iMovie) will permit you reduce out the non-applicable bits and increase intro/outro clips. Make absolutely sure to add captions for accessibility, as well!
If you have the time and sources, you can spice up the video with b-roll (also regarded as inventory footage). A couple of clips that illustrate what the speaker is speaking about will perform miracles for including visible curiosity.
You can upload your movie podcast to your brand’s YouTube channel, or use a platform like Libsyn to syndicate it.
3 — Atomize the Video
You could submit entire episodes of your online video podcast to social media — but the algorithm would choke on them. LinkedIn recommends 1-moment optimum for a movie write-up, for case in point.
Improved to emphasis on the most powerful takeaways. Let’s say you have 3 killer soundbites from the recording. You could produce a limited online video for each and every, introducing visible interest. For illustration, incorporate slides with estimates from the audio, b-roll, or a blend of each.
You can article these clips natively to LinkedIn, Fb and Twitter. The goal is to spark engagement with the video clip on social alone — not necessarily to travel targeted visitors to the podcast. They can be good considered management information in their possess suitable.
4 — Organize for the Long term
When you are consistently creating video clip content material, it is very important to have it effectively tagged and organized. You can repurpose the articles for a long time to appear — provided your long run advertising and marketing group can uncover what it requires. As you develop your library, make absolutely sure to arrange as you go to steer clear of a massive headache down the road.
Platforms like our client Brightcove make it easier to the two arrange your collection and make it very easily obtainable throughout the group.
5 — Forged Your Pods Even Additional
As podcast recording platforms have gotten far more sophisticated, it is now easy to increase movie recording to your job interview periods. This uncooked footage can grow to be a launching floor for your content, using it to additional channels and achieving extra folks than it would in audio-only form.
Does podcasting function for B2B? Examine out the tale of SAP’s Tech Not known podcast.