We asked 133 marketers to share the tools and processes they use to conduct an SEO content audit, then compiled the responses into this 10-point checklist.
Content Marketing | Feb 19
Masooma Memon on February 9, 2021 • 14 minute read
If you were to put these numbers under the microscope, you’d come to one conclusion: both blog and podcast are important content formats that people consume widely.
It’s as Daniel Foley puts it, “blogs are the newspaper of the internet. This is what you do when you want to read an article, find out some information or catch up on news.” “Podcasts” on the other hand “are the radio of the internet. You may have read the newspaper in the morning but you want to listen to the radio on the way to work.”
But, of course, you already know that.
It’s why you have both a blog and podcast and want to make sure you can get the best of both. Or, you have one and plan to start the other, and therefore, are looking for ways to make both work in tandem.
Either way, let’s make things easy for you by giving you the lowdown of how you can use blog and podcast together in 10 simple ways including:
Let’s get on with the details now:
So first thing first, start with creating show notes or a transcript of your podcast episode. That’s the basic step to repurposing podcast content into other formats – not just blog posts.
The MSL Collective’s Michelle Glogovac talks about it: “The best way to use blogging and podcasting together is to create show notes for every episode. The show notes can be turned into a blog post focusing on SEO and making it more searchable than simply releasing the podcast episode.”
And to spice things up, Glogovac suggests creating:
Doing so helps you in multiple ways. For instance, by embedding a player for the episode on your blog, you make your podcast easily accessible to site visitors. Similarly, creating a visually appealing graphic helps you attract attention.
Using your blog and podcast in tandem can help you level up your SEO game too. How? By creating content focused around keywords, whether it’s content for your podcast or blog post.
“Google can’t listen to podcasts (yet),” notes Peter Thaleikis of Startup Name Check. “Growing your podcast will become easier when combined with a blog. Post transcripts with timestamps of your episodes on your blog.
Your conversations are very likely to contain a natural level of keywords around the topic discussed. These will be indexed by Google and included in the results. People searching for the topic will land on your episode pages for the transcript, but are also much more likely to listen to episodes as well.”
On top of this, there’s another benefit that Thaleikis shines light on: “The secondary benefit comes from the guest names you are using in the transcripts. You are very likely to introduce your guest as part of your conversations.
With these, they end in the transcripts and are picked up by Google similarly. Other potential guests in the niche will likely subscribe to Google Alerts on their competitors and see your episodes. This could lead to new guests coming on the podcasts automagically.”
That’s smart, isn’t it?
Here’s another creative tip to boost your SEO by using podcasts with blogs. This one comes from How the Fxck’s Ben Goodey who advises, “You should structure your podcast format around a blog post structure e.g. three questions that become headlines.
To take this further, you should go into the podcast with a keyword in mind for your blog. What questions need to be answered to hit SEO with this podcast too? For example, ask your guest: ‘Can you define that term for me? This will help you turn your transcript into something discoverable.”
Editor’s note: See your most useful keywords with this SEMrush Keywords/Organic Search Traffic dashboard template and discover your most productive sources of organic traffic.
Next up, make your blog and podcast complement each other by planning their content based on common themes.
This one’s a hat tip to Jason Baik from Veritas Home Buyers. “Do themed blog posts and podcasts by having them build on each other under an umbrella topic,” explains Baik. “They both should complement each other and correlate.”
After all, “blogging and podcasting can work hand-in-hand to educate buyers,” Ironpaper’s Nora Leary points out.
Here are just two ways to do so according to Leary:
Summarizing, Miles Beckler of MilesBeckler.com adds, “to use each platform as a complement to the other, they should always fill in each other’s gaps. Not only does this give your audience much more information and insight, but it also keeps them dependent on learning from both resources. This cultivates loyalty, expands your following, and makes your congruent content much more successful.”
Building up further on using blog and podcast to supplement each other, WikiLawn’s Dan Bailey observes, “they often have different audiences, but there’s a way to lead one into the other.
For example, you might do a 30-minute podcast giving a general overview of winter gardening, then provide lots of pictures and step-by-step tutorials in your blog post. Both can point to each other.”
That’s, in short, expanding on the content you produce on one channel so that they complement each other.
Not only does doing so provide in-depth, related resources to your audience, but there’s another plus that Publicize’s Sam Brake Guia highlights, “It adds character to the person behind the blog, it allows our reads to have a closer connection, as podcasts are a fantastic way of conveying information in a personal manner that is easy to consume.
At Publicize, Guia shares they “produce content for our blogs which are then carried into our podcast (The Loudspeaker). For example, one of our senior writers produced this blog (Why ROI Matters in PR and How to Measure It).
Our writer then came on the podcast to elaborate on the KPIs, why they are important, and how companies can better measure the ROI of their PR efforts. This podcast piece helps expand on the information in the article in greater detail.
Put simply, “design content so that both are effective in their own way, but one links with the other,” in the words of Credit Donkey’s Donna Tang.
Here’s a wonderful idea on how to do this: “Hit a specific target point in the blog and interview people with that kind of success story in your podcast. This motivates people to align with your tips as a living example is in front of them.”
Tang backs this up with an example too: “An excellent example of this is to write a blog post on ‘5 tips how entrepreneurs can diversify their product lines’ and interview some entrepreneurs that have worked similarly.”
Alternatively, you reverse engineer this. How? “Convert your blog into audio content to target individuals that want to read your piece but don’t get enough time; thus, they can listen to the podcast on their way to work or university.”
Editor’s note: Find out how well your blog posts are doing using this free Blog Quality Metrics Dashboard. This way, you can convert high-performing posts into podcast episodes.
Besides sharing the transcript or expanding on the information, there’s another way to use blog and podcast together. And it involves creating new content from the raw material you gather as you interview experts on your podcast.
Intrigued? Read on. “Instead of merely posting the transcription to a client’s website, I will turn that into a blog that becomes an entirely new piece of content,” Sparkr Marketing’s Wendy Margolin writes, “We’ll include the podcast on the blog post as well.”
Using this approach helps you fill your blog post pipeline. In fact, the majority of our respondents say they publish new blog pieces weekly. If you’re anything like them, you’ll need this idea to keep your editorial calendar full.
Here’s a workflow you can use: Interview experts on your podcast, then go on to write a new piece of content on it, featuring advice from the expert you interviewed.
But keep in mind, you’ll need to take permission from the interviewee. In her book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, Ann Handley shares that it’s vital you tell your sources where you’re using their insights. So, whether it’s you repurposing quotes from your podcast to blog post, newsletter, or even an eBook, let the interviewees know first.
If all sounds like too much for you, simply go on and write a podcast preview. It’s best if you take out a few minutes to write an intro and then go on to share the transcript.
“One of the most effective ways of using your podcast and blog together is to release a ‘podcast preview’ to your blog introducing the podcast topic,” Allobee’s Stephanie Platt writes.
“Then post your podcast to your site and social. Transcribe your podcast and repurpose the conversation by expanding on your preview post.”
Worried this would hurt your ranking? Yoann Bierling from International Consulting clarifies, “As Google’s John Mueller recently stated, identical content in different formats is not seen as duplicate.”
Hence, one way to make sure you’re offering content to your audience in the format they prefer is by “including your podcasting links in your blog posts, and blog links in your podcasts, to let your audience choose what fits them best,” recommends Bierling.
“That way, you increase your chance to reach a larger audience with your content on various platforms, while letting them choose how to consume your content: read fast, or listen while performing other activities.”
This one takes a bit more work, but is worth it. Consider using snippets, takeaways, and quotes from your podcast episode in your blog post.
At Omniscient Digital, Alex Birkett shares, “we look at our podcast, blog, and YouTube channel as synergistic.
👉 A blog topic becomes a podcast discussion, which we take quotes from for the article.
👉 A podcast interview turns into 3 blog posts because of the topics discussed in it.
👉 Clips are distributed via YouTube.”
Birkett continues, “the podcast promotes the blog, and the blog promotes the podcast. Both of these content creation mediums work together to bring us greater brand awareness.
We also look at podcasts as a way to reach newer audiences and influencers via the conversations we have, whereas blog posts generally are discoverable via search or go to our owned audience.”
Additionally, “you can also do a blog post where you pull out the best tips, quotes, takeaways, and so forth,” Matt McGee from HomeLight advises. “You should put more SEO effort into this post, as far as targeting broader keyword themes. And when both are published, you link between the two to serve readers and listeners better.”
In simple words, “use your podcast as source material for an upcoming blog article,” BrandExtract’s Chris Wilks insists. “You’re already doing the legwork, might as well maximize that research with multiple pieces of content.”
There’s another approach to putting your blog and podcast to use together. Text Request’s Kenneth Burke shares their experience: “We use blogging and podcasting together to create more robust and engaging content on our website.
Podcast episodes are distributed through all the normal podcast outlets (Spotify, iTunes, etc.). There’s also a video of the episodes for YouTube. Then we build out a blog post on the info and advice our guest shared in the episode, and put them all together in one post. It doesn’t take that much more effort, and you get an impressive, truly helpful piece of content.”
Put another way, you create blog posts based entirely on your podcast episode including expert quotes and more. The aim? Create a comprehensive guide with repurposed content. Have something you missed on the podcast? Add that to the guide. After all, it’s comprehensive content that you’re planning to create.
On top of that, you would get a new post for your blog as the majority publish a podcast episode weekly. Meaning? You can easily have one blog post for your site each week this way.
If you are more into blogging than podcasting, you can convert blog posts into podcasts – exactly the opposite of what the previous tip suggests.
But that’s not all. You can repurpose the blog post into more formats than just podcast episodes. Mostly Blogging’s Janice Wald shares a great example: “I believe Neil Patel and Eric Sui have an effective way to combine blogging and podcasting.
Patel spends the week composing a long-form blog post. He then repurposes the content in other forms such as in a YouTube video, an Instagram Photo Carousel, and in the podcast, he shares with Eric Sui, Marketing School.”
Wald carries on, “each Marketing School podcast only averages five minutes in length. Yet in just five minutes Patel, along with Sui’s help, is able to extend his brand and his influence in the blogging niche.
The combination of podcasting along with blogging boosts Patel’s ROI with little cost and effort. In an interview, Sui observed new marketers should start podcasts. Sui explained if he could start over, he’d start podcasting years sooner.”
All that can easily help you establish yourself as an industry thought leader. That’s a lot of birds down with one stone, no?
Although we’ve covered this tip among other points, it deserves a separate mention considering how important it is.
To this end, Mark Hayes of Kintell notes, “It’s easy to make your blogging and podcasting more effective in tandem. All you need to do is promote your content consistently.”
Here’s the right (as well as wrong) way to do so in Hayes’ words:
❌ “Don’t post on your blog and simply hope for the best. And equally, don’t release podcasts in the hopes that your audience will find your content on their own.”
✔ “Tie everything in to maximize your reach. Promote your latest podcast episodes at the end of your blog posts, and on your podcast, discuss the content you write about on your blog. This will expose listeners and readers to even more of your content and improve your engagements across the board.”
What’s more, “to use blogging and podcasting together, what you want is to interconnect and interlink your podcast episodes with your blog posts,” Growth Hackers’ Jonathan Aufray says.
“For instance, when writing a blog post, if you write about a topic that you covered into one of your podcasts, do not hesitate to link to it. Same idea with your podcast. If during your episode, you’re speaking about a topic you covered in your blog, do not hesitate to reference it,” explains Aufray.
“Not only it will help you grow your blog and podcast, it will also be helpful for your listeners and readers because they will have more content to consume.”
So now you know, there are lots of ways to make your blog and podcast work together. The key takeaway? Creating content isn’t the answer to your content problems. Repurposing is.
As Matt Erickson from National Positions elaborates, “Brands can transcribe their podcasts into blogs, elaborate on the podcast within a blog with links, or even chop up sections of the podcast and embed these clips across multiple blog posts.”
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