Key Takeaways (TLDR):
Topic: How to repurpose video, audio, workshops, webinars, courses, and even client calls into new content formats that reach more people and make a bigger impact.
What you’ll learn: Most people think of content repurposing as a time-saving strategy, and it is. But it’s also an accessibility and impact strategy. Not everyone can consume audio or video content, and repurposing what you’ve already created into written, visual, or downloadable formats expands your reach to people who learn and engage differently. This post covers specific, actionable ideas for repurposing podcast episodes and audio content, video content of all kinds, and the often-overlooked goldmine of webinars, workshops, panels, client calls, and colleague conversations.
Who this is for: Entrepreneurs, coaches, service providers, podcasters, course creators, and small business owners who are already creating audio and video content and want to maximize its reach, lifespan, and impact without starting from scratch every time.
Written by: Emily Aborn, Small Business Copywriter and Podcast Host of the Small Business Casual Podcast, based in NH.
Repurposing Content is a great way to save time in content creation...
And, more than just a time-saver, it can spare you from spinning your wheels trying to think of something new, plus help your content reach new audiences, meeting them right where they are.
Not everyone wants to (or is able to) consume things in audio, video, workshop, course, or webinar form.
Just because you and I love podcasts doesn’t mean everyone enjoys podcasts! Just because YOU can watch endless hours of YouTube and TikTok video content…doesn’t mean everyone can.
Some people don’t like video content, audio content, courses, workshops, webinars, etc., and some people don’t have the ability to enjoy content in this way.
Repurposing increases your impact.
By making your content more accessible and enjoyable for a wider variety of learners, repurposing allows you to expand your reach and increase your impact.
Changing MORE lives!? Sign me up!
This blog will show you how to get started for yourself repurposing video, audio, workshops, courses, webinars, and even client calls and colleague conversations!
Repurposing Audio Content
With audio, it’s important to remember that it’s just not everyone’s jam. Some people don’t listen to podcasts, enjoy audiobooks, and can’t track/listen that audio course you put your heart and soul into creating.
Examples of audio content you might create:
- Podcast episodes (either solo or interview)
- Audiobooks
- Audio courses
How to get started repurposing audio:
Repurposing your audio content helps make it more accessible and enjoyable. It brings your content to folks that may not, or may not be able to enjoy it in an audio format.
Repurposing Audio Idea #1)
Turn your audio content into a blog, transcript, or article. This may look like a LinkedIn article, blog, or a cleaned-up transcript that makes the conversation accessible to readers vs. listeners.
Repurposing Audio Idea #2) Break it down into mini pieces of content! This might look like pulling it into standalone social media posts, teasing out direct quotes, takeaways, lessons, and visuals. Sharing backstories and stories within the audio. When I’m a guest on a podcast, I often take the questions the host asked me and repurpose those exact questions into content of my own!
Repurposing Audio Idea #3) Turn your audio content into a workshop, a freebie/optin. Pitch the topic to be on another podcast or a speaking engagement.
Bonus idea for repurposing audio: Share it as a video to YouTube for more reach.
Repurposing Video Content
Like audio… video’s just everyone’s cuppa’ tea.
Video content might be:
- A Facebook or Instagram LIVE
- A YouTube video
- That video on your website where you share about your business
- A recording from a workshop you did
- A video you sent to a client walking them through how to do something
- That Reel you made when you were feeling ambitious
I’ve built entire Content Banks for clients, jam-packed full of blogs, social posts, and emails all with videos they already had living on Facebook, YouTube, and in their memberships and courses.
I’ve even written an entire BOOK for someone using repurposed video content they’d created for their Facebook Group.
How to get started repurposing video:
Repurposing Video Idea #1)
Turn it into something that’s written and detailed. This could be anything from a PDF, to a worksheet/downloadable, an Ebook or regular book!
Repurposing Video Idea #2)
Turn it into a podcast episode! Get the audio file (mp3) and off you go!
Repurposing Video Idea #3) Turn it into something written for more immediate use: Email, social, blog, article, mini pieces, and more!
Bonus Repurposing Tips: Webinars, Panels, Workshops, Conversations, Colleague Chats, Client Calls, and More!
In every course, workshop, webinar, and panel event… there’s usually a world of content waiting to be repurposed from video/audio to something else!
- What are the takeaways and tangible action items? Tease them out and turn them into something new!
- What’s a story either before, during, or after that you can share?
- What lesson did you learn in the process?
- What questions were you asked by hosts or guests? Answer them for your people!
- Turn all that great content you just shared into a podcast, blog, or course of its own!
On client calls and in conversations with colleagues (don’t disclose names unless otherwise specified/permission given)…
Listen for:
- Questions your clients/colleagues ask you
- Examples of challenges they’re facing and how you can help overcome them (or did overcome them)
- Reasons they came to you for help (pain points)
- Confusion you cleared up and brought clarity to, either around what you do or something else!
Repurposing video and audio content is just the beginning!
I get pretty passionate about the topic, which is why I have blogs to share with you specific to what you’re repurposing and podcast episodes for YOU to sink in and enjoy if audio IS your thing!
Blogs on Repurposing:
Repurpose Podcast Content Like Never Before
Repurposing Blogs for Increased Visibility
Repurposing Content for Social Media
How to Repurpose Content for Social Media
Content with Character Podcast Episodes on Repurposing:
Repurposing Video Content, Audio, Webinars, Workshops, and more!
Repurposing Written Content: the life-changing magic of repurposing emails, blogs, and social!
Repetition vs. Cohesion: Why I want you repeating yourself MORE!
FAQ: Repurposing Video & Audio Content
Why should I repurpose my audio and video content beyond saving time?
Because not everyone can or wants to consume content in audio or video form. Some people don’t listen to podcasts. Some can’t follow along with video. Some prefer to read, download, and reference written content at their own pace. When you repurpose your audio and video into written formats, transcripts, blogs, social posts, PDFs, or ebooks, you make your message accessible to a wider range of learners and expanders your reach to people who would never have encountered your content otherwise. Repurposing isn’t just about doing less. It’s about reaching more.
How do I repurpose a podcast episode into other content?
A single podcast episode contains far more content than most people realize. You can turn the full episode into a cleaned-up blog post or LinkedIn article. You can pull individual quotes, takeaways, and lessons into standalone social media posts. You can pitch the topic as a speaking engagement or guest appearance on another podcast. You can turn a series of related episodes into a workshop, a freebie, or an opt-in. If you were a guest on someone else’s podcast, take the questions the host asked you and answer them again for your own audience in a new format. One episode, done well, can generate weeks of content.
How do I repurpose video content I’ve already created?
Start by identifying what you already have: Facebook or Instagram Lives, YouTube videos, website videos, workshop recordings, client tutorial videos, Reels. Any of these can be turned into a written blog post, email, or social media content. You can extract the audio file and turn a video into a podcast episode. You can pull the key points and turn them into a downloadable PDF, worksheet, or ebook. One person even had an entire book written from video content they had recorded in a private Facebook group. If you’ve been creating video consistently, you likely already have the raw material for an entire content library.
What content can I pull from webinars, workshops, and panels?
More than you might think. Every workshop or webinar contains takeaways and action items that can become social posts or a blog. There are stories from before, during, and after the event worth sharing. There are questions your audience asked that deserve a full answer in their own piece of content. There are lessons you learned in the process of putting it together. And the whole thing can often be turned into a podcast episode, a blog series, or even the outline for a future course. Don’t let a well-prepared presentation live and die in one Zoom room.
Is it okay to use content from client calls and colleague conversations?
Yes, with discretion. Client calls and colleague conversations are often full of valuable material: the questions people ask, the confusion you helped clear up, the challenges they’re facing, the pain points that brought them to you in the first place. You can use all of that as the basis for new content without disclosing names or identifying details unless you have explicit permission. The questions your clients ask you most often are essentially a roadmap for the content your audience most needs. Pay attention to them and let them guide what you create next.
Got more questions? Feel free to reach out and connect! I welcome your questions and LOVE hearing from you: emily@emilyaborn.com
