If you’re a podcast host guesting on other podcasts for interviews or if you’re a guest getting interviewed, you always want to make the most out of that interaction. In this episode, Tracy Hazzard shares the most effective ways to reuse your podcast guest interviews to boost your social power and social value. There are many ways to maximize how you use the content you’re in, and reusing them is one way to ensure that return on investment. The goal is to have more listeners, and podcast guesting is one way to do that. It’s never too late to reuse and repurpose your interview, especially if you know it offers value to your audience. Tune in for more tips from Tracy you can apply to feed your brand.
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How to Effectively Reuse Podcast Guest Interviews to Boost Social Power and Show Value
We are in the midst of our podcast guesting week and we are talking about how to effectively reuse podcast guest interviews to boost social power and your show value as well because at the end of the day, we want to get more listeners. The whole point of our podcast guesting is to make sure we are getting new listeners. How can we do this most effectively and what are some ways that we can repurpose our interviews?
This is for if you are a host of a show, but you’re all also out there guest interviewing on other people’s shows. This is for if you only guest interview and you don’t even have your own show yet. These are ways in which you can repurpose long-term. We’re going to talk about the 3 ways I recommend and 1 is talking about the format of what you’re going to do, how you’re going to share it, and what it looks like when you share it. Another is where to embed it, where to use this so that it gives yourself authority value at the end of the day, and where to share so that you get more conversion, more listeners to your show if that’s what your goal is, more book sales, or whatever it is that you wanted to sell by podcast guesting.
That’s what we’re going to talk about in this episode. Let’s talk about format first. I’m guesting and I do a guest interview on someone’s show. They typically send me an email and say, “Your episode is live.” Sometimes, they’re great at giving me assets and by assets, I mean they might give me a quote clip or a video clip. They might give me some things that I can use on social media to share out the episode.
I can tell you that 9 times out of 10 when I do an interview on someone else’s show, they give me nothing but the link to the audio version of it. Maybe Apple Podcasts or sometimes, they’ll give me their hosting company’s link. All of that is a terrible selection and choice. I don’t want to do any of that. I don’t want to share Apple or Spotify. I don’t want to share somebody else’s hosting company’s page. I want to share and tag that person who had me on their show. I want to give them as much value as possible when I share it because my reason for guesting on their show was that I wanted to appear side by side with them and create an authority value between the two, an authority exchange between the two of us.
I can’t do that if I’m giving all the traffic to a hosting company or giving all the traffic to Apple and Spotify. They don’t need me to promote Apple Podcasts and Spotify Podcasts. They don’t need me to do that. They have enough money to do it for themselves. I want to do something more direct. What I look for is if they send me an email and they don’t have the right share links, I go and try to find it in their blog somewhere.
Usually, they do have a mention of it. Maybe they only have a blog roll page where they have the feed and they maybe have little blurbs on it. That’s okay. Wherever it is, I want to share it from there, first and foremost. If I’m going to share their show, that’s what I’m going to share because it shares their entire show, not only the episode about me. If I’m going to go deeper than that and they gave me no social assets at all, they gave me nothing to share, then I’m going to send it to my team and/or I’m going to create little clips of things.
If they’ve got a blog, it’s fantastic. I’ll be able to use that. If they’ve got a video that’s on YouTube, I can share that. I have the ability to be able to take bits and pieces of this. I’ll create a quote graphic. I’ll create a clip graphic, a video clip. I sometimes will do an audiogram if there’s no actual video associated with it. My goal is to do three styles of posts plus then a straight, “I’m going to share the episode,” which is what I said to you before. I’d share their blog page if it exists.
There’s the straight share. There might be a video clip teaser, which is like a 30-second spot. There might be an audiogram if I don’t have a video clip. If there’s no visual that goes along with it, no actual live video, then I use the audiogram version of it. It’s one or the other and I will use quote graphics. It might be something that I said, but more often, it’s something that they said. That’s what we do at Podetize well. We make sure and send this on behalf of all of our clients so that as hosts, they’re sending out all these share assets ahead of time and their guests don’t have to work very hard at it at all. They have exactly what they need to share.
I’m going to model that same process. I’m going to create those things. Now, that means that I have to do a bit of work to share it, but it’s worth it because if I took the time to go on somebody’s show and that show was worth it to me to spend my time, then I want to get a full return on investment for that. That means that I need to take the time to create social share assets. I need to create social shares of their show.
That might not mean immediate. I don’t worry about that. They publish their show and if I don’t get to share it because I need a week or so to make all of these social media assets, then I take my week because it’s way better for me to promote that show in a great way and give all types of multimedia ways for people on social media to engage with that show. It is way better than me doing a quick share, forgetting about it, and never doing it again.
How many of you as hosts had that happened where guests don’t share anything at all? Why has someone on your show if they’re not going to be good at sharing? We always say here at Podetize, “Caring is sharing.” If you are going to be a good guest and you care about being a good guest and the value that it’s going to bring you and your business, then you need to share well. If that means taking the time to create the proper assets, then do it.
The first thing that we always do is make sure that we have the proper formats for sharing everything and that we’re doing what we can to create the highest authority and direct connection to the host of the show. That means trying to use their blog, if possible, trying to use their website, and also making sure that when we do share it on social media, we tag them properly.If you went and took the time to go on somebody's show and that show was worth it to you to spend your time, then you want to get a full return on investment for that. Click To Tweet
We use @ whoever they are and hashtags, whatever we need to do to make sure that we’re getting proper association with them. Make sure you are friending, liking, or sharing properly with all of the hosts and shows that you’ve been on. Make sure that you have their social media accounts connected to yours. The number one area of proper repurposing is also proper promotion. That’s where you’re going to get the most social power from your podcast guest interviews.
Now, let’s talk about embedding. At the end of the day, the next thing I want to do is create a lot of power in my website and promote myself. This is outside publicity on my press page, on the main page of my website, wherever it needs to be to make sure that I’m getting proper authority and proper PR power, publicity power, from all those podcast guest interviews that I’m doing. I want to make sure that I’m doing that.
The proper way to do this is to make sure that you are putting into both your blog and your press page a link, promotion, or post about this guest interview. The proper way or the way that we do it is we have a ShowCastR player. It’s something that we have. It’s a podcast player. We take the episode and we insert it into a special feed, which you’re able to use behind the scenes at Podetize. Tom’s going to come through and he’s going to talk more about how that works physically how works. You might want to stay tuned to the next episode.
We’re creating a playing feed of all of the guest interviews we’ve ever done. Now, you can go check this out at TracyHazzard.com. You can go look at the press page and the about me page and you’ll be able to see them in the press section because that whole website is like a speaker website. You can look at it as an example of that but you’ll be able to see how we use the ShowCastR player there under the tab called Getting Interviewed.
It is all the places that I’ve interviewed and they’re all in one place so that if someone’s looking to say, “How great is Tracy? Is she going to be a good speaker at our event?” They can go through that and they can listen to a bunch of other people’s interviews of me to get a better sense of it. It’s not only promoting my own show, but it’s also promoting me on other people’s shows and it’s giving press mentions of that.
Additionally, there are blogs below each one of them that are created and we have to be careful with how we do the blogs because we can’t create duplicate content. There are rules about how to do that. Make sure you know what you’re doing there but we do so we create full-length blogs, but you can create a blog short where it’s an image of something that has to do with the episode. Maybe it’s some of those social media clips that you now consolidate onto a blog page for yourself and a little blurb about the show and the host so that there’s a direct connection to this page to that person. There’s an actual link to the page on their website for this person or to their general website so people know who this host is, what their show is and there’s a direct connection from your website to their website.Hopefully, they put a link in their blog for you as well so there's a link back from their post to you. Now you've got what you call a ‘high powered crosslinks’ going on your websites. Click To Tweet
Hopefully, they’re doing that back to you because they put a link in their blog for you as well. There’s a link back from their post to you. Now, you’ve got what you call high-powered crosslinks going on your website. This is going to create a higher Google authority value. It creates domain authority over the long term. This is highly valuable because the more you guest on other people’s shows, the more these crosslinks happen and the better off for both of you it is.
This is a win-win for everybody. We want to make sure to do this. This is it. We have a quick, easy player because if someone plays it on their website, they’re sitting on our website for the entire length of that episode and they’re seeing all the other things on our website. Isn’t that better if they come back to me and then I could sell them a book, I could sell them courses? They could see the other things, hit my contact form, or invite me to speak at their event.
All of those things are available if I get them to my site for this. That’s why we do this embed process of making sure that we are sharing and embedding every single guest interview that we do on our own websites. You might just do it in the About Me section of your site. You may have a press page. You may have a blog category that’s called Press. Whatever you want to do, there are so many ways to organize that within your website, but making sure that it’s there is the critical factor.
The third thing that I said I was going to talk about was where you can put things to get more conversion. Social media matters. I talked about it at the beginning. Social sharing matters but remember that if you are really busy, you’ve got so much going on, going to the place where it’s going to mean the most is the most important thing to do.
Pick one social media, if that’s all that you can do, and make that the place where you’re most likely to convert into your own clients, book sales, or conversion for whatever it is that you were using podcast guesting as a promotion for. Using these guest interviews in the proper place so you can get the most value for it is more important than being everywhere. That’s the first thing I want you to think about. Remember, blog and not only the press page because the blog is going to give you long-term relevance and searchability. When someone searches my name on Google, Google prefers to give them what somebody else says about me versus my stuff first or my own website. That’s my own self-promotion.
We want to make sure that everything’s going really well there and that’s why these blogs are so critically important. When we embed them like this and we’re embedding somebody else’s video and somebody else’s podcast, that’s giving us more outside credibility. That’s important. The last thing is that I like to also do a YouTube playlist. Because YouTube is its own search engine and it has its own power, if your interview was a videocast or done in a video first and there is a YouTube video existing of it, you can create a playlist within your own channel where you’re essentially putting into that playlist videos from across YouTube.
They do not have to be your own video for you to add to a playlist. You can add it from anybody else’s channel and create a playlist like my favorites or something like that. You can create a YouTube playlist of you getting interviewed. If you go to YouTube and you type Tracy Hazzard Getting Interviewed, you’ll get to my YouTube playlist. You could type in Tracy Hazard Interviews and you’d probably still get there because of all the tagging and everything that’s right there.
This is a great way for you to be able to use YouTube and then you can also embed that playlist into your press page later if you want to get a little fancier or put it on your homepage. Wherever your About You information is, that’s a great place to put this playlist from YouTube. If you don’t want to do an audio player, you could do a video player like this, a video playlist. YouTube is a fantastic third place for you to get more conversion and more plays on it.
We got some reports about how long content is relevant. YouTube content lasts about twenty days or more as relevancy. It means that it’s searchable and it’s going to come up very frequently within the first twenty days of it being posted. This is something to keep and remember that YouTube has longer-term relevancy than let’s say Twitter, which lasts about 15 minutes. Making sure that you’re doing that YouTube playlist is a great idea.
This is how we effectively reuse podcast guest interviews to boost our social power and to get value in who we are or who our show is, if that’s what we’re trying to promote, our books are, and creating a higher authority level. I hope this helps you figure out what to do with all those guest interviews. Remember, it’s never too late to repurpose and reuse, even if it was an interview from a year ago. Go ahead and do this because it’s new to a YouTube playlist. It’s new to your website. It’s new to Google and that’s what’s really going to matter.
It’s new to the new people who are finding you, who might want to invite you to speak, who might want to invite you to guest on their show, who might want to hire you, buy your book or buy your course, whatever that is. It’s new to them. Reusing these things now, it’s never too late to do. Thanks, everyone for reading. In the next episode, we will have more on how to create ShowCastRs and separated feeds, the nitty-gritty of how that works, and demos from my partner, Tom, on how to do this so that you can create these wonderful website embeds. We’ll be back next time with another episode.