One of the best ways to increase the SEO reach of your podcast content, and your website in general, is by creating optimised written content for your website. Posting your transcripts, while necessary, doesn’t really impact your SEO reach.
The most effective method is taking your podcast transcript, or one element of the transcript, and turning it into a blog post. It sounds more difficult than it is!
I’m going to take you through the process Trudy and I used to turn an episode of her podcast into SEO optimised content.
She’s posted that blog post on her website (Should I Use A Quiz In My Client Attraction Funnel?) as part of a case study to show you how you can use blog posts as a way of increasing visitors to your website and helping new listeners find your podcast.
Pick Your Podcast Episode …
You’re already creating the podcast content, so you’re moving in the right direction. Step one is deciding how you want to repurpose that content.
Here are two options:
Take one element from your podcast (it could be from one or more episodes) and create a more in-depth blog post on that idea that further educates or encourages you reader/listener.
If, for instance, you are talking about the power of positive thinking on your podcast, and one of the tools you recommend to achieve positive thinking is journaling, you might write a post about journaling.
In your post, you can share with your reader different methods of journaling, the positive mental and health-related benefits associated with journaling, and then offer affiliate links to a few journals you recommend.
Another option is turning your entire podcast episode into one post. This is a good option if you do shorter, info-filled podcasts.
Whatever you do, don’t just take your transcript, reformat it, and call it a post! Instead, take the information you shared in the podcast and repurpose it into a blog post that brings value to your ideal audience.
This is a great way to attract new listeners who are searching for a solution to the problem you help them solve.
You aren’t limited to these two ideas, and in your case your audience may drive what you include in the blog. You might create a blog that discusses or presents solutions to the issues you discuss on your podcast.
Maybe you do product reviews on the blog to support the podcast. What matters is that the blog provides additional value, is SEO optimised, and moves your business goals forward.
Here is the step-by-step process I used when collaborating with Trudy on creating a blog post for her podcast and website.
Step 1: Clarify the Purpose of the Blog Post
You want to have a clear vision of what you want to accomplish with your blog and with this post in specific. Never create content just to fill space.
Trudy and I scheduled a call and had a conversation about what she wanted that blog post to accomplish. Her primary goal was to add quality content to her website as a marketing tool that will bring her ideal audience to her.
And I want to pause here to define what I mean by “quality content”, because as a professional writer and content strategist I understand the need for content and the pitfalls of bad content.
When creating content, quality is more important than quantity. Yes, you need to post consistently, and the more content you have, the more visitors you are likely to get.
And here’s the difference:
- Quality content will keep visitors on your website longer, increase your page views, and keep them coming back.
- Bad content will HURT your SEO by increasing your bounce rate. Your content might contain the correct search term, but if they don’t stay on the page and read the content, search engines will flag the content as unhelpful or nonessential and move it to the bottom of the search results.
Quality content is content that brings visitors to the site through keyword searches, keeps people on your site, or offers the visitor value after they come to the site for another reason.
If you have a quiz that brings in visitors, you might offer links to related content at the end of their results page. Those posts or articles not only offer value to visitors who found you in search engines, they help existing website visitors on the journey they started in one of your other resources.
Quality content offers value.
Step 2: Gathering Source Material for the Blog Post
Step two of the content writing process for me is accumulating and reviewing any source material and/or links to helpful existing content.
In our conversation, we discussed the keywords Trudy wanted included in the article. She then sent me a link to the transcript of the podcast episode she wanted associated with the article.
Trudy is brilliant and she offers immense value in her podcast. I wanted the blog post to offer equal value. I knew if I read the transcript, I would have trouble finding one topic to focus on because every element was equally valuable.
It helps me, as a writer, to have an overview of the topic and an idea of what the client considers most valuable in the information they are offering.
I decided the key to finding a point of reference for the article was listening to the podcast and deciding which areas Trudy focused on, something that is difficult to ascertain through a transcript.
Step 3: Narrowing it Down
Making the decision on what specifically to write about is often the hardest part of the writing process.
As I listened to the episode, I took note of potential article angles.
This particular podcast episode was about Trudy’s 7-step process to creating a segmentation quiz. Within the first ten minutes I had so many potential article ideas my mind was whirling. So, I started the podcast over and focused on higher-level ideas.
Each of the seven steps was complex enough to become an article of its own, but I really didn’t want to separate them for this initial piece of content.
I set the idea of creating individual posts aside for later, because those posts would be great supporting content for a quiz-related pillar post. (Content pillars are an important element of your content strategy.
If you want to know more about content pillars, let us know!)
As I listened, other article ideas clarified. Two I took note of—the benefits of segmentation quizzes and the importance of the results page. I also noted the importance of the curiosity factor when marketing your quiz.
Trudy and I had agreed on this initial article being 1,000 words. I had at least 10 ideas for an article of that size. But each of them was better as a supporting piece rather than as an initial piece of foundational content.
I kept a running list of the content ideas, and then narrowed it down to one, concise topic.
Step 4: Crafting the Article
Once I had decided on the premise for the post, I sat down with the transcript and started pulling information from it and placing that information into the shape I wanted. I took those elements of existing information and wove them together with new writing.
Using ideas and concepts mentioned in the podcast allows for a sense of familiarity if someone listens to the podcast and then goes to the website and finds the blog post.
It also allows the reader to become familiar with the concept by reading the article. Then, when they click on the link to the podcast included at the end of the article, they will be prepared to dive deep into Trudy’s brilliance.
Step 5: Editing
Editing is, in my opinion, one of the most important elements of the writing process.
In the editing phase, you clarify and clean up the writing. I edited the post I’d written for Trudy, set it aside, and then edited it again the next day.
This allowed me a degree of separation from the work. I knew Trudy would also edit through the post. If possible, it’s worth hiring a professional editor or having your VA review the content.
A second set of eyes catches issues it’s easy for the writer to overlook.
Quick Tip: If you aren’t able to use an outside editor, read the post aloud. Reading your writing out loud activates a different section of your brain and helps you catch errors in pacing, typos, and content consistency.
Step 6: Delivery & Follow Up
The final step was sending the finished blog post to Trudy and checking in to make sure the post was what she wanted. We did the extra step of discussing the post in a podcast episode as this process was part of a case study.
This is a quick overview of the process I used to create an SEO optimised blog post based on a podcast.
You can do the same thing!
You can write the post yourself or hire a professional writer.
Whichever you choose, make sure the post utilises keywords you want to rank for, make sure the keywords flow with the content (no keyword stuffing please!), and make sure the blog post offers the reader additional value over what you’ve already shared on your podcast.
Hi, I'm Treasa Edmond, Ghostwriter, Content Creator/Specialist, and Collaborative Writing Coach.
I help people write the books they don't have time to write themselves. And I teach other writers how to set up a successful ghostwriting business. Check it out at thewritingmindset.com