Podcasts take a lot of effort. They can be time consuming and expensive. At the end of it, you’re left with one single piece of long form content. On average, approximately one hour of audio and potentially video.

You upload this episode once.

Now what? You get your initial hit of listeners in the first few days, but discovery on podcast platforms can be terrible. What happens to your episode as it becomes six months old, one year old, five years old?

You can’t reupload the episode. But you can turn it into an almost infinite amount of extra content that can be reposted forever.

If your podcast is good enough, it can be more than just a podcast.

Think of your podcast not just as content itself, but also a source from which to pull more content from, to be distributed in other forms. You’ve planted a seed which has bloomed into a tree that can be picked from infinitely, it never runs out of fruit.

And the fruit is also the most versatile fruit you’ve ever come across (I don’t know if I’ll be able to keep this fruit analogy going).

So you’ve posted your podcast and it’s on all the platforms. Let’s talk about the other content you can produce to get the most from your latest episode.

I think it can be broken down into the following categories

Many of these are self-explanatory. I’ll write a little about why each of these formats are worth using and then in the following section I’ll talk about how you can make this content last forever.

Short written content repurposed from your original recording, to be posted on platforms such as X, Threads and LinkedIn.

This could be a quote, a piece of knowledge that you took away from the episode, or a funny moment. If you have a following on any of these text-first platforms, it’s definitely worth pulling some content from your podcast to use as post. A simple hook like “I was speaking to X on my podcast recently…” or “I’ll never forget when someone told me…” or “The best advice I’ve ever been given was…”

The purpose here isn’t necessarily to drive people to your podcast. But to use your podcast as a content machine for your other platforms.

The same principles as above but in the long form for newsletters, blog posts, longer LinkedIn pieces, articles etc.

This could be a full breakdown of your guests business, some best parts of your interview, or even a completely unique piece that is based on the theme of your episode.

Carousels are a relatively new one. They’re just a slideshow of images, but they can often get more engagement than short form video.

They follow similar principles to short form videos. They need a hook, a strong middle and payoff at the end, but just in a different format. You could even use the exact same moment for a video clip and a carousel.

Most podcasters (and creators in general) will post a short form clip to Reels, Shorts or TikTok and then never post it again.

They think that their followers will notice that it’s a reupload, or that having two of the same video on their feed is pointless, which is true for long form YouTube videos. But for short form content, written content and images, you can post the same content again and again — with some caveats.

Change the content a bit. This could be just editing the hook slightly, different text on the screen, cutting a part from the middle and a different caption.

Leave some time between uploads. Don’t post a clip and then post it again a few weeks later. Leave it six months, or even a year. Prioritise new content, but every now and then go back in the archives and pull out an oldie to post again.

Sprinkle it in. Don’t upload back to back reposts. If you post three clips a week, make only one of them a repost, or maybe even less than that.

What content should you repost? All of it.

Did a clip fail the first time around? Change the hook, trim the fluff and try it again. No one saw it the first time, so no harm in reposting.

Same applies if you had a banger clip go viral and get 20M views. Repost it with the caption ‘throwback to when this went viral’, the chances are that it’ll perform pretty well the second time and there’ll be four types of people that see it.

I saw this post from Jay Yang recently demonstrating that he reposts the same X posts (god i wish they were still called tweets) and they perform well every time.

I know.

It’s really tough to output that much content, it’s a full time job.

Planning, scheduling and recording a podcast is difficult enough, then there’s the editing, packaging and posting. Now you’re expected to post clips, write X posts, and make carousels?!

Don’t feel like because you can’t keep up with the output of larger creators that you’re failing. They have huge teams dedicated to it, and many times the podcasts run at a loss. They’re often seen as a marketing expense to build an audience that can be sold a product or service.

So if you’re podcast is a hobby, or your podcast is the product, keep your expenses low and do not try to keep up with this content output, it’s ridiculous.

But, if you have a product or service to sell, and your podcast reaching a bigger audience could help sell that product to a specific audience, it can be worth it. Invest in an editing team, or outsource to a service which can handle that for you. Podcast audience are one of the most valuable, dedicated audiences you can build — that’s why it’s expensive.