Have you ever felt overwhelmed by the sheer volume of content you need to produce for your brand? Or perhaps you’ve questioned how to stretch the value of your existing content to reach different audiences and platforms? We’ve got the answers for you in this eye-opening podcast episode where Justin and Celine introduce Ana Xavier, founder of The Podcast Space. In the discussion, we delve into the mechanics of repurposing podcast content for broader impact—especially on social media platforms like LinkedIn.
Meet the Expert: Ana Xavier
Ana Xavier is a name you should remember. Hailing from Portugal, she’s a podcasting trailblazer with a bachelor’s in communications and journalism from the University of Porto. After gaining valuable experience in podcasting and digital marketing in both Portugal and London, Ana moved to Dallas, Texas, in 2016. Her consulting agency, The Podcast Space, helps female entrepreneurs make a more meaningful impact in their communities and the world at large.
In a nutshell, Ana specializes in helping you make your podcast a booming success. Her weekly show, aptly named The Podcast Space, is already a must-follow in 2023 for anyone serious about podcasting.
The Brain Game: Live Content vs. Recorded Content
Justin kicks off the discussion by shedding light on how our brains function differently when we’re dealing with live versus recorded content. Knowing how your audience’s brain activates can help you tailor your podcast and other content accordingly.
The LinkedIn Edge: Personalization and Authenticity
In an age where LinkedIn reigns supreme for professional networking, your content needs to stand out. One way to achieve this is by showing your personal life as a business owner. Ana highlights the importance of personalizing your content, showcasing who you are, what you stand for, and how that ties into your brand identity.
One crucial takeaway from our discussion was the importance of creating personalized content. Whether you’re sharing your personal life experiences or providing tailored advice, personalization can help you connect deeply with your audience. This is especially true for business owners who are active on LinkedIn. By showing the person behind the business, you humanize your brand and create a stronger bond with your followers.
Pros and Cons: Video Content and Outsourcing
We also discuss the upsides and downsides of creating video content for podcasts. While videos can make your content more engaging, they also require additional time and effort for editing. This is where the beauty of outsourcing comes in. By hiring skilled professionals to handle these tasks, you can focus on what you do best—creating compelling content.
Maximizing LinkedIn: Newsletters and Lead Generation
According to our experience, LinkedIn is a goldmine for promoting podcasts through newsletters. However, there’s room for improvement when it comes to active lead generation. The secret sauce? Knowing how to use the platform to your advantage without spending all day scrolling through feeds.
We shared our surprising success with repurposing our podcast into a weekly newsletter on LinkedIn, which has garnered around 70 subscribers. We haven’t actively promoted the newsletter but have received positive feedback from lurkers who have been following our journey silently.
Post and Ghost: A Content Scheduling Strategy
Ana shares her wisdom on the “post and ghost” method. This strategy involves scheduling your content and then stepping back to let it do its work. However, it’s crucial to adapt your approach depending on the social media platform in question. For instance, what works on LinkedIn might not be effective on Instagram.
Language Learning: More Than Just Words
A surprising but insightful tangent led us to discuss the challenges of learning multiple languages and the fears associated with making mistakes. This served as a metaphor for the broader subject of stepping out of your comfort zone in content creation.
Engagement: LinkedIn vs. Instagram
While both LinkedIn and Instagram are vital platforms for promoting your podcast, they serve different purposes and audiences. Ana suggests a preference for direct messaging on both platforms as a more intimate way of engaging with your audience.
Flexibility: A Combination of Structured and Organic Content Creation
The conversation wraps up with Ana emphasizing the importance of a balanced approach to content creation. A rigid content schedule may not always be the best route to take. Sometimes, mixing structured planning with a bit of spontaneity yields the best results.
Being Real and Authentic: Your True Social Media Currency
Ana leaves us with a poignant note on the importance of being authentic on social media. Encourage your audience to share their own stories, as their experiences can help others, completing the circle of social engagement and community building.
Repurposing your podcast content across different platforms doesn’t have to be an overwhelming task. With strategies from experts like Ana, you can maximize your reach while maintaining the authentic voice that makes your brand unique. Take these tips and apply them in your own content creation process, because as the saying goes, “Content is king, but distribution is queen.”
Watch the full episode here ⬇️
This blog post is based on episode 28 of “Oh My Pod.” To get the full experience and listen to the episode, click here!
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Connect with Ana: @thepodcastspace
Connect with us: @podigypodcasts