May 4, 2026 • 10 mins
In today's episode, we break down how to repurpose your existing podcast episodes into promotional content without piling more work onto your plate. You'll learn how to plan for standout moments and repurpose those moments into short and long-form content that keeps listeners coming back to your show.
Resource Mentioned: Cohost AI
If you have questions about creating promotional content for your podcast, reach out to us on the Podcaster Success team by emailing support@buzzsprout.com.
Have a topic or question we should address on a future episode? Text us or email the Buzzsprout Podcaster Success Team at support@buzzsprout.com.
Keep podcasting!
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Cara Pacetti (00:00):
Welcome to Podcasting Q&A, brought to you
by the people at Buzz sprout.
I'm your host, Cara Pacetti,and I'm bringing you the best
tips and strategies to keep youpodcasting with confidence.
Thank you for joining me foranother episode of Podcasting
Q&A.
Today's question that we'reanswering is how do I turn my
podcast episodes intopromotional content?
(00:21):
So today's question is a funone because you already are
working so hard researchingtopics, booking guests to create
amazing content.
Who says you can't repurposethat content to promote your
podcast?
The real heavy lifting startswith episode planning and
creation.
So let's let these episodeswork for us to make our
(00:41):
promotional job a little biteasier.
First, you want to make sureyou are starting with a strong
core episode.
Before you can repurposeanything, you need a solid
foundation.
That means your episode shouldhave a clear structure and a few
standout moments.
When you're scripting yourepisodes, I want you to keep
these three concepts in mindthat would also make great
(01:03):
promotional content for yourpodcast.
The first is to include keytakeaways or tips.
Think about these are thoseshort pullout moments when your
listeners are tuning into yourepisode and they find themselves
writing down key points orsomething they want to share
with their friends.
Those are those key takeawaysthat you can use for promoting
(01:24):
your podcast.
The second is a compellingstory or example.
Stories are what peopleremember.
It allows them to putthemselves in the shoes of the
person in the story.
It makes it very, very humanand relatable.
And stories also make amazingclips.
I want to share an example ofsomething I might say on
(01:45):
Podcasting Q&A that would be acompelling story I could use
later to promote the podcast.
I once worked with a podcasterwho experienced pod fade just
after six weeks because theytried to post daily.
We scale them back to once aweek and they've been consistent
for over a year now.
That is something that peoplewill want to tune into,
(02:07):
especially if they findthemselves in a similar
situation where they're justreally leaning into pod fade and
they hear how just a simpleadjustment can take them to
another level.
Stories like this that arerelatable and compelling will
entice your listeners to tuneinto your podcast.
The third concept is to share astrong quote or opinion.
(02:29):
Like a compelling story, strongopinions on a subject can
really intrigue listeners.
Whether they agree or not,they're tuning in.
They want to hear your stanceon it so they can cheer right
along with you and agree, orthey may want to learn a little
bit more about the other side ofsomething they have a strong
opinion on.
(02:50):
So if you are strong in youropinion and the way that you
share that in your podcast, thatis a great part of your episode
that you can later pull out forsome promotional content.
So now that we've created theepisode with these concepts in
mind, this makes the promotionalpart a whole lot easier.
Think about it this way (03:08):
you're not creating new ideas, you're
just repackaging the same ideain different ways.
So first I want to focus onbreaking down your episode into
bite-sized content.
We have a tool here inBuzzsprout called a visual sound
bite, but in the podcastingindustry, they are known as
audiograms.
This is a short clip of youraudio that you can play on your
(03:32):
social media sites and sharejust a little segment of your
episode.
And so when you are recordingand you have those key
takeaways, you can timestampthat audiogram to share just
that compelling part and yourlisteners will want to tune in.
I did a whole episode on visualsound bites.
So I'm gonna list that in theshow notes if you want to go
(03:54):
check out how to incorporatethose in your podcast.
So when you create transcriptsfor your episodes, this makes it
really easy to grab writtencontent directly from your
episode and create some fungraphics to share across your
social media sites.
You can create some graphics,add that written text to them,
and then you can also share iton your social media platforms
(04:16):
as a carousel post.
If you're not familiar with thecarousel post, it's actually an
interactive post where yourlistener has to scroll in order
to see the next slide where moretext is added.
So I recommend taking a quotefrom your transcript and making
it interactive with yourlisteners so they have to scroll
(04:38):
through each image in order toget the full concept of what
you're saying.
And then, of course, alwayslink back to your episode or to
your podcast so that yourlisteners can hear the whole
episode.
The third way of offeringbite-sized content for your
listeners is actually to shareshort form video.
So we know that short formvideo is very popular right now.
(05:01):
TikTok, YouTube, Instagram,they all are highlighting videos
and listeners tend to reallylike it.
It's easy to access, it's easyto quickly hear a little bit
about your podcast, and thevideo aspect of it makes it
really engaging.
And in saying this, I don'twant you to think that you have
to go straight to videoproduction.
So if you're not producing avideo podcast, that is okay.
(05:24):
One option is if you have stockvideo that you've purchased.
So it's not even you, but it'sjust something related to your
podcast.
You can create videos that willhave your text from your
podcast episode, that quote,that takeaway, that story,
whatever it is, and you can havethat text added to the video.
And that animated text willappear word by word or phrase by
(05:48):
phrase.
So that's one way ofincorporating short form video
without having to do the extrawork of producing a full video
podcast.
Another little tool that youcan use, if you are recording
long distance podcasts and youare using a service like
Riverside or Zoom, you actuallyalready have video.
And while you don't have toproduce the entire podcast as
(06:10):
video episodes, you do haveclips where you are speaking to
your guest and you can show yourface and their face.
And so you can cut those littleclips and even use those for
short form video sharing.
That's another way of justutilizing what you're already
doing.
So you already have thoserecordings, you're using the
(06:30):
audio for your actual episodes.
But if you want to take some ofthose clips and share them
across your social mediaplatforms, you can absolutely do
that.
Another fun way of using boththe short form video clips and
also the visual sound bites thatI mentioned before is to offer
these as an episode teaser.
So maybe the episode hasn'teven gone live yet.
(06:52):
But if you want to share thoselittle takeaways, those little
snippets of your episode so thatyour listener knows what's
coming, they'll be sure to tunein on your episode release date.
But of course, always make sureyou are mentioning what your
podcast is called, where it'slisted, and a link to get your
listeners there.
The last option I want to sharehere is repurposing your
(07:15):
episodes into long form content.
So this one's a little bitdifferent and is going to be
consumed a little differently.
Don't just stop at socialposts.
You can expand your episodesinto deeper long form content.
The first option here is tocreate a blog post or an
article.
Anytime your content is writtenon the web, it provides another
opportunity to be discovered.
(07:37):
So if you have your episodesummarized in a blog post, that
written web-based content thatpoints to your podcast equals
new potential listeners andconnections.
Here in Buzzsprout, we actuallyhave a feature called co-host
AI that will take the audio thatyou upload into your Buzzsprout
account and will produce a fullblog post based on your audio.
(08:00):
So that tool is super helpful.
We make it really easy tocreate a full blog post that you
can edit, of course, to makeyour own and then share that on
your website.
I'll be sure to include someresources about co-host AI in
the show notes.
Another version of long formcontent is to release an email
newsletter so you can share theepisode with a personal touch.
(08:21):
Make sure to include somecontent from the episode you are
sharing and also a link on howto get to your podcast.
You can make this exclusive inyour call to action.
Let listeners know how they cansign up for your newsletter and
they can get a sneak peek ofthe upcoming episode or maybe
even a recap of your mostrecently released episode,
however you want to spin it,offering a newsletter is just
(08:45):
using your content to createmore promotional opportunities
for your podcast.
The last option I want to sharehere is on LinkedIn.
So if you are already usingLinkedIn, you can create a post
there.
And what I want to recommendhere is to make sure that the
point of the post is tocommunicate the same point from
your episode.
(09:05):
So create the post based on thecontent, but make it
educational and resourceful foryour connections on LinkedIn so
that if they want to go checkout the episode, then they are
motivated to do so.
Take the time to kind of writeout a longer post based on your
content and then invite yourlisteners to get a deeper dive
(09:27):
on the content you're talkingabout by subscribing to your
podcast.
And so that is another optionfor long-form content.
So the options for using yourepisode to create promotional
content do not end here.
This is not an exhaustive list.
I know there are many creativeways of having your episodes
work for you in order to promoteyour podcast.
(09:48):
If you have questions aboutrepurposing your content, please
reach out to us on thePodcaster Success team by
emailing support@buzzsprout.com.
I'd actually really love tohear which promotional methods
have been working for you oreven lessons that you've learned
along the way so I can sharewith our Podcasting Q&A
listeners.
Go ahead and click the send usfan mail link in the show notes
(10:11):
and let me know.
This is also a great place toask any questions you have about
podcasting, and I'm happy tocover those as well.
Be sure to join us every Mondayto kickstart your week.
Thank you so much forlistening.
And as always, keep podcasting.
Welcome to Podcasting Q&A, brought to you
by the people at Buzz sprout.
I'm your host, Cara Pacetti,and I'm bringing you the best
tips and strategies to keep youpodcasting with confidence.
Thank you for joining me foranother episode of Podcasting
Q&A.
Today's question that we'reanswering is how do I turn my
podcast episodes intopromotional content?
(00:21):
So today's question is a funone because you already are
working so hard researchingtopics, booking guests to create
amazing content.
Who says you can't repurposethat content to promote your
podcast?
The real heavy lifting startswith episode planning and
creation.
So let's let these episodeswork for us to make our
(00:41):
promotional job a little biteasier.
First, you want to make sureyou are starting with a strong
core episode.
Before you can repurposeanything, you need a solid
foundation.
That means your episode shouldhave a clear structure and a few
standout moments.
When you're scripting yourepisodes, I want you to keep
these three concepts in mindthat would also make great
(01:03):
promotional content for yourpodcast.
The first is to include keytakeaways or tips.
Think about these are thoseshort pullout moments when your
listeners are tuning into yourepisode and they find themselves
writing down key points orsomething they want to share
with their friends.
Those are those key takeawaysthat you can use for promoting
(01:24):
your podcast.
The second is a compellingstory or example.
Stories are what peopleremember.
It allows them to putthemselves in the shoes of the
person in the story.
It makes it very, very humanand relatable.
And stories also make amazingclips.
I want to share an example ofsomething I might say on
(01:45):
Podcasting Q&A that would be acompelling story I could use
later to promote the podcast.
I once worked with a podcasterwho experienced pod fade just
after six weeks because theytried to post daily.
We scale them back to once aweek and they've been consistent
for over a year now.
That is something that peoplewill want to tune into,
(02:07):
especially if they findthemselves in a similar
situation where they're justreally leaning into pod fade and
they hear how just a simpleadjustment can take them to
another level.
Stories like this that arerelatable and compelling will
entice your listeners to tuneinto your podcast.
The third concept is to share astrong quote or opinion.
(02:29):
Like a compelling story, strongopinions on a subject can
really intrigue listeners.
Whether they agree or not,they're tuning in.
They want to hear your stanceon it so they can cheer right
along with you and agree, orthey may want to learn a little
bit more about the other side ofsomething they have a strong
opinion on.
(02:50):
So if you are strong in youropinion and the way that you
share that in your podcast, thatis a great part of your episode
that you can later pull out forsome promotional content.
So now that we've created theepisode with these concepts in
mind, this makes the promotionalpart a whole lot easier.
Think about it this way (03:08):
you're not creating new ideas, you're
just repackaging the same ideain different ways.
So first I want to focus onbreaking down your episode into
bite-sized content.
We have a tool here inBuzzsprout called a visual sound
bite, but in the podcastingindustry, they are known as
audiograms.
This is a short clip of youraudio that you can play on your
(03:32):
social media sites and sharejust a little segment of your
episode.
And so when you are recordingand you have those key
takeaways, you can timestampthat audiogram to share just
that compelling part and yourlisteners will want to tune in.
I did a whole episode on visualsound bites.
So I'm gonna list that in theshow notes if you want to go
(03:54):
check out how to incorporatethose in your podcast.
So when you create transcriptsfor your episodes, this makes it
really easy to grab writtencontent directly from your
episode and create some fungraphics to share across your
social media sites.
You can create some graphics,add that written text to them,
and then you can also share iton your social media platforms
(04:16):
as a carousel post.
If you're not familiar with thecarousel post, it's actually an
interactive post where yourlistener has to scroll in order
to see the next slide where moretext is added.
So I recommend taking a quotefrom your transcript and making
it interactive with yourlisteners so they have to scroll
(04:38):
through each image in order toget the full concept of what
you're saying.
And then, of course, alwayslink back to your episode or to
your podcast so that yourlisteners can hear the whole
episode.
The third way of offeringbite-sized content for your
listeners is actually to shareshort form video.
So we know that short formvideo is very popular right now.
(05:01):
TikTok, YouTube, Instagram,they all are highlighting videos
and listeners tend to reallylike it.
It's easy to access, it's easyto quickly hear a little bit
about your podcast, and thevideo aspect of it makes it
really engaging.
And in saying this, I don'twant you to think that you have
to go straight to videoproduction.
So if you're not producing avideo podcast, that is okay.
(05:24):
One option is if you have stockvideo that you've purchased.
So it's not even you, but it'sjust something related to your
podcast.
You can create videos that willhave your text from your
podcast episode, that quote,that takeaway, that story,
whatever it is, and you can havethat text added to the video.
And that animated text willappear word by word or phrase by
(05:48):
phrase.
So that's one way ofincorporating short form video
without having to do the extrawork of producing a full video
podcast.
Another little tool that youcan use, if you are recording
long distance podcasts and youare using a service like
Riverside or Zoom, you actuallyalready have video.
And while you don't have toproduce the entire podcast as
(06:10):
video episodes, you do haveclips where you are speaking to
your guest and you can show yourface and their face.
And so you can cut those littleclips and even use those for
short form video sharing.
That's another way of justutilizing what you're already
doing.
So you already have thoserecordings, you're using the
(06:30):
audio for your actual episodes.
But if you want to take some ofthose clips and share them
across your social mediaplatforms, you can absolutely do
that.
Another fun way of using boththe short form video clips and
also the visual sound bites thatI mentioned before is to offer
these as an episode teaser.
So maybe the episode hasn'teven gone live yet.
(06:52):
But if you want to share thoselittle takeaways, those little
snippets of your episode so thatyour listener knows what's
coming, they'll be sure to tunein on your episode release date.
But of course, always make sureyou are mentioning what your
podcast is called, where it'slisted, and a link to get your
listeners there.
The last option I want to sharehere is repurposing your
(07:15):
episodes into long form content.
So this one's a little bitdifferent and is going to be
consumed a little differently.
Don't just stop at socialposts.
You can expand your episodesinto deeper long form content.
The first option here is tocreate a blog post or an
article.
Anytime your content is writtenon the web, it provides another
opportunity to be discovered.
(07:37):
So if you have your episodesummarized in a blog post, that
written web-based content thatpoints to your podcast equals
new potential listeners andconnections.
Here in Buzzsprout, we actuallyhave a feature called co-host
AI that will take the audio thatyou upload into your Buzzsprout
account and will produce a fullblog post based on your audio.
(08:00):
So that tool is super helpful.
We make it really easy tocreate a full blog post that you
can edit, of course, to makeyour own and then share that on
your website.
I'll be sure to include someresources about co-host AI in
the show notes.
Another version of long formcontent is to release an email
newsletter so you can share theepisode with a personal touch.
(08:21):
Make sure to include somecontent from the episode you are
sharing and also a link on howto get to your podcast.
You can make this exclusive inyour call to action.
Let listeners know how they cansign up for your newsletter and
they can get a sneak peek ofthe upcoming episode or maybe
even a recap of your mostrecently released episode,
however you want to spin it,offering a newsletter is just
(08:45):
using your content to createmore promotional opportunities
for your podcast.
The last option I want to sharehere is on LinkedIn.
So if you are already usingLinkedIn, you can create a post
there.
And what I want to recommendhere is to make sure that the
point of the post is tocommunicate the same point from
your episode.
(09:05):
So create the post based on thecontent, but make it
educational and resourceful foryour connections on LinkedIn so
that if they want to go checkout the episode, then they are
motivated to do so.
Take the time to kind of writeout a longer post based on your
content and then invite yourlisteners to get a deeper dive
(09:27):
on the content you're talkingabout by subscribing to your
podcast.
And so that is another optionfor long-form content.
So the options for using yourepisode to create promotional
content do not end here.
This is not an exhaustive list.
I know there are many creativeways of having your episodes
work for you in order to promoteyour podcast.
(09:48):
If you have questions aboutrepurposing your content, please
reach out to us on thePodcaster Success team by
emailing support@buzzsprout.com.
I'd actually really love tohear which promotional methods
have been working for you oreven lessons that you've learned
along the way so I can sharewith our Podcasting Q&A
listeners.
Go ahead and click the send usfan mail link in the show notes
(10:11):
and let me know.
This is also a great place toask any questions you have about
podcasting, and I'm happy tocover those as well.
Be sure to join us every Mondayto kickstart your week.
Thank you so much forlistening.
And as always, keep podcasting.
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