Grow Your Podcast Reach Through Strategic Content Repurposing (Part 1 of 16)
Imagine reaching over 13,000 potential listeners with just one episode’s worth of content. That’s what happened to Johnny Sage, host of The Dystopian Renaissance podcast, after he discovered the power of content repurposing.
Johnny was passionate about his podcast, but he was frustrated that it wasn’t gaining traction despite consistent episode releases. He realised that simply uploading full episodes on traditional podcasting platforms wasn’t enough to reach his target audience. It was then that he partnered with OsyMedia to develop a strategic content repurposing plan that amplified his podcast’s reach.
This article is the first of a 16-part series where we delve into the measurable successes Johnny Sage achieved through our tailored content repurposing approach. Through this case study, we aim to demonstrate how even podcasts with modest budgets can expand their audience and boost their podcast’s visibility with the right content strategy in place.
Meet The Client: Johnny Sage, voice of The Dystopian Renaissance podcast
Johnny Sage is the passionate host and creator of The Dystopian Renaissance podcast, a show dedicated to exploring diverse healing modalities and spiritual practices, particularly for those navigating their initial awakenings — whether spiritual or in relation to the broader realities of the world. Johnny’s mission is clear: to provide a platform that introduces listeners to transformative concepts that may be new to them, guiding them on their spiritual journeys.
Client Objectives
“Create more ways for listeners to find your podcast without breaking the bank”
- Expand audience reach: Increase the number of ways listeners can discover The Dystopian Renaissance podcast.
- Engage new audiences: Attract listeners who resonate with diverse spiritual practices and perspectives.
- Monetize potential: Lay the groundwork for future sponsorship opportunities and listener donations by growing the audience base.
The Repurposing Strategy
How do you get more eyes to your podcast without creating new episodes? Repurpose existing episodes for platforms you aren’t currently on.
We began by conducting a thorough analysis of Johnny’s target audience and the top podcasters in his niche. This helped us identify:
- Optimal platforms: Instagram, TikTok, and Facebook emerged as the most promising platforms due to their strong presence among Johnny’s target audience.
- Effective content formats: Short clips got the most attention and engagement, but other content formats like images, carousels, and mini-clips (episode highlights between 2–10 minutes long) were also promising.
With these insights, we developed a multi-platform, multi-format content repurposing strategy that would allow Johnny’s voice to echo among potential listeners across key platforms.
Case Study: Repurposing TDR episode 4
A winning strategy
Our repurposing journey began with Episode 4 “The First Step Towards Your Spiritual Journey”. This 54-minute discussion between Johnny Sage and Reiki master Catalina Ledezma offered a wealth of valuable content to repurpose.
Key Steps
1. Identifying Key Segments
We pinpointed the most impactful and engaging moments within the episode, focusing on emotional, thought-provoking, and informative segments.
Tip: Don’t treat clips as mere advertisements for full episodes. Instead, focus on creating standalone content that is so valuable, listeners will naturally want to share it with their network.
2. Creating Engaging Clips
Once we pinpointed the standout moments, we edited them into 3 distinct formats:
- Mini Clips: Longer segments (2–10 minutes) that provide a more in-depth look at Catalina’s perspective on spirituality and healing practices.
- Micro Clips: Short snippets (under a minute) perfect for platforms like TikTok and Instagram.
- Quote images: Memorable insights or quotes that would resonate with the listener.
Insight: 30 seconds of attention is easier to give than 5 minutes of attention, which is easier to give than 54 minutes of attention.
Impact of Repurposed Content
A Resounding Success
The five repurposed assets from Episode 4 demonstrated significant potential in reaching a wider audience and driving engagement, achieving a combined 13,256 views and 368 likes across Instagram, TikTok, and YouTube.
Here’s how each of the 5 repurposed assets performed:
- How Catalina Ledezma’s spiritual journey started (Mini Clip — 221 secs)
This mini clip, offering a deeper dive into Catalina’s spiritual journey, resonated most strongly on TikTok:
- TikTok: 1,022 views, 20 likes
- Instagram: 69 views, 8 likes
- YouTube: 61 views, 6 likes
2. The benefits of trying new things (Mini Clip — 161 secs)
This clip, promoting the value of stepping out of one’s comfort zone, had modest performance on TikTok:
- TikTok: 330 views, 11 likes
- Instagram: 82 views, 11 likes
- YouTube: 20 views, 5 likes
3. When to walk away from a situation (Micro Clip — 42 secs)
This micro clip was a standout success on Instagram, far surpassing other platforms in both views and likes:
- Instagram: 7,176 views, 164 likes
- TikTok: 342 views, 32 likes
- YouTube: 19 views, 4 likes
4. You can’t punch your way out of trauma (Micro Clip — 42 secs)
This micro clip performed strongly on Instagram, with a respectable showing on YouTube as well:
- Instagram: 3,651 views, 82 likes
- TikTok: 231 views, 2 likes
- YouTube: 253 views, 12 likes
5. “On tarot card readings: Take what resonates; Leave what doesn’t” (Quote Image)
- Instagram: 18 likes
A powerful tool for podcast growth
These numbers provide a quantitative measure of the impact, but they don’t fully capture the qualitative benefits. The repurposed content allowed Johnny to:
- Connect with Thousands of New Listeners: The total views indicate that the repurposed content reached a significant number of people who may not have otherwise discovered the podcast.
- Foster a More Engaged Community: The content resonated sufficiently with his audience that they actively engaged with it, fostering a sense of community.
Without repurposing, Johnny would have missed out on these opportunities to grow his podcast’s reach and deepen audience engagement.
Conclusion:
The repurposing efforts for Episode 4 were successful in amplifying The Dystopian Renaissance podcast’s reach and engaging the audience. As we continue this series, we’ll explore whether this momentum continues with other episodes and how different strategies can further enhance podcast growth.
Next Steps:
If you’re looking for ways to help listeners discover your podcast without creating new episodes, reach out to OsyMedia. Our tailored content repurposing strategies can help you reach new listeners and grow your audience.
