So when it comes to taking snippets from your podcast, obviously not the whole podcast is going to be useful for that purpose of sharing on social media because you need context.
So what you or your editors are looking for are those little bite-sized curiosity pieces that have a self-contained lesson. Otherwise, they’re not going to make sense. Another thing you could do is actually stream the entire podcast. And one thing I picked up from Charley Valher from Valher Media, is he was getting a great reaction from streaming his entire podcast on Facebook. And he also goes to the effort of making little video podcasts as well.
If you make a video podcast, it’s going to give you more options; so you could stream that video in little bite-sized pieces. Ideally, they’ll have a lesson self-contained. The snippet that you want to take is going to mean something on its own. That’s why it’s good to partition or compartmentalize your content. When I’m preparing a podcast, I’m usually writing down a structure. And it will often be a very gentle introduction, giving context as to why this person is on the show. I’m not doing the whole backstory, I don’t want to know all about them and everything else, they’re there because they know something that my audience needs to hear. Then I’ll go into “why are we doing this podcast” through to “what are we actually talking about”, making it quite specific. I’m using the format here, the format framework. Then I’ll talk about “how we actually do the thing” and usually those are going to make good snippets. Although there are exceptions.
Recently, I did a three-part podcast series with Illana from TeachTaffic.com and in that series, we had a lot of distractions. We had the intercom ringing, we had food deliveries, we had a phone call, we were actually making a little snippet out of the outtakes. We made basically a blooper reel, so be creative with your stuff. I would advise against doing a podcast excerpt where you would then need to add some teaching or training around it. Because it’s just a lot of extra work. And I really liked the idea of recording the content once and then giving it to the team to make lots of things out of it – whether it’s a podcast, whether it’s a training call…
Even if you’re a guest on someone else’s show, run your audio recorder and have your team make snippets out of that, or have them go through and transcribe it and turn it into bullet points that you can then turn into your own show, and then put it out. Now in terms of paid traffic, if you get a good response from your organic snippet then by all means, boost those or create an entire campaign around those really well-performing snippets. That’s a fantastic way to power up more listeners into your show.
And of course, sometimes your guest is going to come into play there. Some of your guests are going to get more cred and more traction, especially if you dip them in front of their own audience. I know for a fact when Charley and I podcast, he’s going to advertise his own podcast to my audience on Twitter because it’s an easy thing to do. It’s to target a specific Twitter user. So if you had a guest on your show, you could start showing other things to that guest’s audience because they now know you because you’ve done a podcast together.
Hopefully, there’s some ideas there for you.
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