Episode 260 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guest: Luis Camejo
The BIZBROS have spent the last five years learning the strategies and techniques from some of the top marketers in the world on how to create content that turns into profit. Throughout their journey, they discovered the systems and principles on how your business can achieve the Frictionless Sale. They explore frameworks, strategies, and distribution models in order to turn your Content into Profit. In the last few years, they’ve helped companies like Orangetheory, Redbull, JWB Property Management, The CSI Companies, Think Different Theory, University of North Florida, Smile Stylist, F45 Fitness and many more.

0:12 - Why Repurposed Content Often Fails
0:44 - Content Repurposing vs. Multipurposing
1:46 - 5 Common Mistakes to Avoid When Repurposing Podcast Content
6:48 - Quality vs. Quantity: Which is Better?
9:47 - How to Use Data to Improve Your Podcast's Reach
13:04 - Creating a Cohesive Content Ecosystem

5 Content Repurposing Mistakes to Avoid as a Podcaster

Content repurposing is an awesome way to extend the life of your podcast episodes — let's be honest, repurposing your podcast content can feel like a big waste of time.

If you've ever wondered why your repurposed content isn't getting the kind of engagement you want, you're not alone. Luis Camejo from BizBros joins me on the podcast to talk about why content repurposing often misses the mark.

Here are the five biggest mistakes podcasters make when repurposing content (and how to avoid them):

1. Repurposing Without a Plan

It’s tempting to think you can just chop up your podcast episodes into bite-sized pieces, share them on every platform to “build your presence,” and call it a day. But as Luis points out, this isn't a magic trick where you press “publish” and poof, engagement happens.

Using the same repurposed content across all platforms can backfire. Each social media platform caters to different types of content and audiences. A detailed LinkedIn article designed to educate won't resonate the same way as a quick Instagram reel designed to entertain. Customizing your content for each platform ensures it meets the expectations and preferences of your audience, boosting engagement and effectiveness.

2. Taking the Spaghetti Approach

One big pitfall is not knowing what you want to achieve with your repurposed content. Without a specific goal, it’s like throwing spaghetti at the wall (and we all know how that winds up). Before you start turning your long-form content into short-form content, start with the end in mind.

What’s your ultimate goal: Do you want more podcast downloads, more newsletter sign-ups, or just more eyeballs on your brand? The purpose of your micro-content should have a singular focus, and you need to define what success looks like so you can actually measure it.

3. Confusing Repurposing with Multipurposing

There’s a big difference between repurposing and multipurposing content. Repurposing is about taking what you've already created and tweaking it for different platforms or formats — like turning a podcast episode into a blog post or a bunch of social media snippets.

Multipurposing, on the other hand, is a bit more strategic. It means planning your content with multiple uses in mind from the get-go. This could mean planning a podcast episode that’s structured in a way that makes it easy to extract quotes, create video clips, and whip up a blog post.

“Long-form content builds relationships, rapport, and trust. The short form content is the bridge that brings new people to the long form.” — Luis Camejo

Knowing the difference helps you plan smarter, making sure each piece of content does its job across all your channels.

4. Thinking Short-Form Content Will Do All the Work

Short-form content isn't going to magically convert viewers into loyal listeners or customers. Even the most well-repurposed content won’t do much without the right messaging and positioning. Like Luis says, “The main job of micro-content is to introduce you to new audiences. It's like a sneak peek that should make people think, ‘I need to hear more of this!’" But just posting it isn’t enough. You need a solid promotion game plan that aligns with your multipurposing strategy.

We all know the pressure to post, post, post. But cranking out a high-quantity of low-quality content won't win you any fans. Sure, consistency is important, but quality counts too. It's better to post fewer, high-quality clips than to flood your feeds with meh content. Make sure what you're sharing is valuable and worth your audience's time.

When you do share, be strategic. The key is to make your promotion efforts as intentional and strategic as your content creation itself, maximizing the reach and impact of each piece.

5. Ignoring What the Data is Telling You

Feeling down because your posts aren't getting tons of likes or comments? There's more to short-form content than just surface-level engagement. One of the biggest mistakes in content repurposing is failing to dig into the data to analyze your content’s performance. Like Luis says,

“It's not just about putting out content, but also learning from it and adapting based on the feedback and data we get.” — Luis Camejo

Of course you want to track how different pieces perform on various platforms to understand what resonates best with your audience — but then you want to actually use these insights to refine your future content. Are people actually watching your clips? Are they clicking through to your podcast or website? This data can help you tweak your strategy. Use the feedback to adjust and inform your multipurposing strategy.

From Repurposing to Multipurposing: A Strategic Shift

So here you have it — repurposing your content isn't just about slicing up episodes and hoping for the best. It's about changing the way you look at turning your long-form content into short-form content. Every piece of content should fit into a larger strategy, helping to grow your podcast and deepen your connection with your audience.

By avoiding these common mistakes, you'll be able to get the most out of your podcast content and engage your audience more effectively.

And stick around because in the next episode with Luis, we’re diving even deeper and discussing smart strategies for sharing your content and making sure it reaches the right people at the right time.

Want more tips on getting the most out of your podcast content? Follow "Insider Secrets to a Top Podcast" on your favorite podcast app.

And if you’re a coach, consultant, expert, or online business owner looking to start a podcast that turns listeners into leads, we’d love to help. Book a free strategy call to chat with our team and see if you’re a fit for PodLaunch.