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BONUS!! Repurpose your Pod with Cassondra Collins
Episode 19 • Bonus Episode • 30th June 2022 • Podcasting 101 with Rachael • Rachael Botfield
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In this week's episode, I talk to Cassondra Collins from Creatively Cassondra.

We talk about :

  • What Cassondra does [1.16 min]
  • The process behind the repurposing [3.47 min]
  • Getting as much out of the content as possible! [8.44 min]
  • Evergreen Content [12.16 min]
  • Cassondra's Recommended Tools [18.50 min]

Cassondra helps coaches and healers remove overwhelm around creating content by creating Done-For-You authentic content that helps you share your story and connect with your ideal audience.

Cassondra's Links - Website | FB Page | IG | Email

If you have any questions or would like some help with your podcast, book a podcast enquiry call.

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You can find me on:

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Transcripts

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Welcome to podcasting one on one with me your host

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Rachel. This podcast is for female business owners and

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solopreneurs that are looking to start a podcast that add to your

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own already awesome offering. I'll give you helpful advice

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that you can take away and use in your podcasting journey. I

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hope to answer those tricky questions that just keep you

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from starting. Once a month, I'll be joined by other female

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podcasters. They'll share their journey with you and offer tips

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and advice they discovered along the way. Let's get started.

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Hi, and welcome to this bonus episode. We are talking about

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repurposing your podcast and I have with me the lovely

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Cassandra Collins, who is an expert in repurposing. Hi,

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Cassandra, how are you?

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I'm good, Rachel. Thanks for having me on the show today.

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Brilliant. Thanks for coming on. And Jonas has a little bit about

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what you do.

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Sure. So I take content that people have already created and

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create new content from that content. So basically, you know,

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you don't have to create new content to create new content.

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And one of my favourite ways, or one of my favourite types of

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content to repurpose is podcasts because there is literally so

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much that can come from podcasts. So I actually started

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in the online space as a general VA about four years ago. And I

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kind of fell in love with podcasts and writing and the two

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intersect when it comes to content repurposing. So

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basically, with content repurposing, you take the

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podcast, and you can create social media posts, you can

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create emails, you can create a blog, of course, show notes for

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your show, there's really so many ways that you can repurpose

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a podcast, to create content to kind of take the pressure and

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overwhelm off of yourself. So I fell in love with the podcasts

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and the writing. And it just seemed like a natural

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progression, as I learned more and more and more about content

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repurposing, to kind of encompass all areas of content.

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So why videos and trainings, taking blogs and turning them

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into other forms of written content, social media posts, and

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turning them into emails, there's really so much that you

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can do, but out of all of the forms of content, I really feel

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like podcasts really do give you the opportunity to create the

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most new content.

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Absolutely. When I was a VA, myself, when I first started and

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came across repurposing, I just thought this is so brilliant is

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a really great way. And a lot of people do struggle with creating

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the content. And if you are creating a podcast, you are

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creating that piece of content. And it seems like criminal not

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to actually use that content and put it out for different

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purposes. So you mentioned a few things like blogs, social media

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post, do you want to talk a little bit more about how what's

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your kind of process if you're going to turn a series of

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podcast episodes into a blog or social media posts? What would

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you do to do that?

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So the first thing I would do is I would take the the podcast

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itself and run it through transcription software and get

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it in writing form. One of the main reasons that I tell people

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they should repurpose their podcast is because people learn

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and consume content in different ways. So you may consume concept

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content best by listening to it, and you can absorb it fine that

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way. Whereas I need to read it. I am somebody that has to read

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content to fully absorb it. So the first thing I personally do

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is run it through transcription software. Then once I have the

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transcript, it's really easy to go through it and highlight

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like, you know, a lot of times podcasts will be like, you know,

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three tips to do X, right. So, I will find like the summary, like

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an opening summary, highlight whatever those tips are

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throughout it, and then clean it all up at the end and tie it all

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together. And if you can do that you have a blog, right? It can

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also double A show notes or you can just take the the opening

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summary for your show notes, right because you're kind of

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giving it Have a quick synopsis of what it's going to be about.

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And that's your show notes. From there, you can cut it down even

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more into a similar format for social media posts. So you will

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create a headline, you know, for the post that's really, really

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eye catching, or you know, that kind of punch you in the gut,

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kind of get people's attention and kind of headline, and then

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build into it, then you highlight those tips or whatever

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your main points were in the in the podcast, and then you tie it

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up, you can use it as a value driven post where you're

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literally just giving your audience you know, information

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to consume. Or you can do it with a CTA at the end of it,

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whether that CTA is to listen to the episode itself, you know,

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you're promoting the episode itself. Or it is, you know, to

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book a call with you, you know, is this something that, you

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know, really resonated with you? If so, I'd love to talk to you

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book a call, here's my link. You know, there are different ways

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that you can use the social media post, whether it be as

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value and to build your authority more as an expert, or

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CTA. Let's talk about it.

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Yeah, I love that. That is what I try to do with mine, I run

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mine through transcription software as well. And then try

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because I like to put timestamps in my episodes in my show notes.

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So that if someone is maybe only listening for one part of that

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they can they can skip to it, I find that useful myself, I've

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listened to other podcasts. And you can really kind of get that

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pull that summary out. Because previously, I would be listening

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back to it. Just listening back and making notes. And it's quite

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hard because you have to keep re listening and everything. So the

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transcription really helps, really helps you to get those

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points. And I like that you can pick out certain parts of it to

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highlight like you say, in the social media posts, do you do?

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Do you make any audio grammes or the visual snippets at all?

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Yeah, so if somebody records in video, and they would like the

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video snippets, you know, I found I like to keep it no more

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than a minute, if possible, because, you know, a lot of

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times after a minute you lose people anyway. But, you know, if

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there's like a minute worth of something that's like, like I

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said, that really good punch you in the gut grabs people's

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attention, you know, part of the video that I definitely cut that

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down and make it into a video that you can use on social

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media. And or I can use the sound itself, you know, just the

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audio of that one part for the audio grammes. And those

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actually do really, really well in a lot of the social media

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space, especially on Instagram. And I really think that they

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bring something to the post itself. Now, that being said, I

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do still include the long form posts that I create with the

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audio gramme because the audio group itself is not going to

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tell everything that you know, the episode is about it's just

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that one, you know, piece that really catches your attention.

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So but I do like them, I think they're a wonderful tool when

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you're a podcaster.

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Yeah, I love audiograms when I first discovered them last year,

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I couldn't wait some make to make my first audiogram I was

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going to ask you about which content maybe for podcasts like

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say audiograms worked better? What really well on Instagram?

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Have you noticed any difference in what what kind of things

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work? Well, when you repurposing your podcast across any

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different platforms? Or is it just, it's best to try and get

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as much as you can out of that episode,

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I would get as much as you can out of the episode and utilise

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different parts in different places. So we all know that each

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social media platform has their different algorithms and what

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they favour LinkedIn actually, lately, I've noticed that text

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only posts do better on LinkedIn, then even one that has

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an image or one that has, you know, an audio grammar a video

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attached to it. So maybe you just use the posts that you

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created on LinkedIn. But on Facebook, your ad, you know the

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audio gramme or the photo because Facebook likes photos

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and videos and audio Graham's say with Instagram, you know,

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with Instagram, you have to at least have a photo unless it's

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in your story. So yeah, I mean, there there are different things

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that that different platforms like as far as content, so it's

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really just like a trial and error to see what works for you.

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On LinkedIn, I found as well the posts tend to work better

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without an image. Somebody I know that does a lot of work on

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LinkedIn actually told me that once that unless your image has

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a purpose On LinkedIn is to try and keep it to text only. So I

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tend to I do put my order grammes on LinkedIn. And but

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they're like that's a case it's classed as a video because it's

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an mp4 file. So they do quite like some video content on

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LinkedIn. But as for still images I do on Facebook and

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Instagram, but I don't say much on LinkedIn. I did hear. It was

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Michelle that said, it was on I have to link the post in the

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show notes talking about the impressions for videos, that can

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be quite, they look quite low. And say somebody like 25 people

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watched it for three seconds that could count for your like

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your audio listening to your audio gramme. But actually,

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that's quite good laughter. I'm not explaining myself very well.

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But I will find the posts that Michelle, then this guy called

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Evan, were talking about, it was really interesting. And that was

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just because I was quite disappointed in the amount of

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people that were looking at my audiogram. And I was thinking,

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are they not working? What should I do, but actually, for

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that, for that type of content, it was quite good. So I think

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like I say, trial and error is a really good way to, to go

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forward. When you're Yeah, yeah, as much content

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as possible. Take your podcast, you should take your podcasts

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and get as much content as you can out of that podcast. And

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then kind of like divide and conquer, use what works best on

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each platform. Of course, if you write a blog, that's gonna go on

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your website, but you could also take that blog, change some

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formatting around in it, as far as you know how you've written

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it. And you also have a really solid email to go out to your

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email list as a value add. Because, you know, we don't want

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to just pop into people's inboxes. When we want to sell

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them something, right, we want to build the relationship, we

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want to, we want to nurture that connection with the people that

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are especially on our email list, right? Because they've

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signed up for something to get on it. So they trust us, we want

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to keep that trust, we want to build that trust. So it's really

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easy to take content that you created from a podcast, and then

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repurpose that same message into an email as a value add to those

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subscribers.

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That's really good. I really liked that. Your because

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different, like you say different people consume their

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content in different ways. And it is easy to forget. And I

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think that sometimes we put a piece of content out there. And

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we think, Oh, everybody must have seen it. And they haven't.

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And we think that we're just repeating ourselves by putting

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your podcasts in a blog or repurposing those. But actually,

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sometimes it's a scary small percentage of people that

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actually get to see that content. So it is so great to

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reframe it and reuse it and see what works well. And then look

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at it again for the future as well, I guess so that, like when

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they always say about your social media kind of look back

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and work, what works? Well, what has worked well. And

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exactly. And furthermore, you can recast an episode. You know,

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if you've created all of this content already, and you've

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saved it, you know, your audience changes probably on

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average, every six ish months, it changes a little bit. So you

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can actually recast old episodes, especially if you're

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running short on time. Maybe it's summer and, and you want to

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travel or you have kids at home, and it's a lot harder to create

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that content, you can recast old episodes, and you've already got

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a treasure trove of content that's created for it. It's

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really a time saver. It's very efficient.

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A lady that I work with called Hannah, and she uses Meet Edgar.

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And that's a really great platform for plugging in

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evergreen content. And I'm working with her and this lady

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called Nicole Hiller as well. And they've got the showing up

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solo podcast, and they have it as a video podcast on YouTube.

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And then it goes out on all the audio podcast platforms as well.

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And then she does she repurpose is I mean they're they're all

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about digital marketing. But she I've noticed having the episodes

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coming up the previous ones that have come on and gas episodes.

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And that's something that I haven't done yet. But using like

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almost it is your evergreen content, you can still put

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those, they're still really great just because you've put

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them out once and told about it once we kind of like it's easily

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to forget about those ones that have gone. But actually you're

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right we have a new audience coming in that have never

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they're not going to go back that far, potentially through

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your social media or through your website or something like

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that, then actually reminding them that this information is

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there is really valuable.

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It is and if you think about it when it already when you've

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already created it, you know different conversations come up,

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especially in the online space concerning different subjects,

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right. Whether you know It might be algorithms it might be the

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way coaches are structuring their packages. Now, whatever.

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If you have a podcast episode on that already, you already have a

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relevant social media post on that topic that you can then use

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to drive people back to that episode that you've already

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created. You know, just by changing the CTA, you already

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have all this relevant content if you've already created the

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podcast on it. So it allows you to be prepared when some of

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those you know hot ticket, you know, conversations come up in

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the online space. And it gives you the ability to establish

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yourself as an expert that much more.

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Yeah, absolutely. What is your favourite type of content to

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repurpose to do like, do you prefer, what your favourite

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thing is to repurpose them into blogs? Or do you just like doing

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everything across the board or if you got favourite,

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I do love to do everything across the board. Because it's

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just, it's fascinating to me how the same piece of original

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content can become so many different things. And each one

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of them is a little different. You know, if you're a writer,

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then you know that blog formatting. And writing is

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different than the way you write for social media or the right

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way you write for emails, they're all very different. But

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it's all derived from the same piece of content. And, you know,

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I geek out about it, I'm not gonna lie, I get a really,

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really, really good podcast in my hands. And I'm like, Oh, my

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gosh,

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it feels like it'd be really satisfying to look at the

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episode, do the blogs in the post, see, like everything like

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that and see the difference between and to show really, how

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much you've got from that one from that one episode.

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It is very satisfying. Yeah, no, no, like, progression to so you

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have the you know, the podcasts and you have the blog, then you

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have social media posts and an email. I mean, you can take it

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all the way down to engagement style questions that you can

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post, you know, just the question on your Facebook and

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your group wherever to drive that engagement in that

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conversation with your audience. And there are times that I've

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had, you know, a podcast episode that's maybe 10 or 12 minutes

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long. And I'll get a list of engagement questions out of that

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one podcast. And so it's incredibly satisfying to see how

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it progresses from the episode down to, you know, the very,

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very bottom, like one liner type. Yeah.

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So when you work with your clients, who have their own

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podcast, will they tend to get you to do the whole range to

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repurpose for the whole range? Or do you get some that you just

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do just blogs, or just specific pieces of content?

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With podcasters, they typically want the whole range, the people

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that come to me do not enjoy writing, plain and simple, you

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know, writing is not for everyone, not everybody enjoys

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it the way that I do. And I understand that that's what

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keeps me in business, right. So most of the time that people

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that come to me, they enjoy creating the podcast, because

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they show up best when they're talking to someone they show up

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best on video or podcast. And they don't quite know how to

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translate that into writing. So I typically end up doing, you

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know, the whole shebang.

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That's great. So they have that continuity and consistency as

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well. For each podcast episode, they have the consistent

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repurposing of that in the form of all the things we've just

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been talking about. That must be extremely powerful for them.

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Have you got any tools that you'd recommend anybody to use?

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If they were going to be doing this repurposing themselves?

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Sure. So the first tool that I would recommend is otter.ai.

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There's a free version and there's a paid version, you can

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use the free, especially if you're doing it yourself and

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just transcribe it by you know, letting it play back and letting

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be, you know, transcription run on your phone or something like

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that. I have the paid version because I do a lot of

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repurposing so it saves me time to be able to just, you know,

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upload the file and let it do its thing. So that was what I

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would recommend for transcription. I like headliner

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dot app for the audio brands. I feel like it's a really user

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friendly software to use when you're creating audiograms

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especially in the beginning, and I think it'll let you do up to

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10 minutes if you really, really want to. Yeah, like I said, I

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like to keep them you know, at about a minute, no more than

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that if possible.

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If you're on the free plan, they won't. It won't do the subtitle

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part if you do more than 10 the only gives you like 10 minutes

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free, the free version. I love headliner as well, I thought

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that's that's I've tried a few and that's the most I think

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that's

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I've tried And I've tried a few and that's definitely my

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favourite one. As far as graphics. Of course, everybody

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has their own, you know, preference, I think Canvas the

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easiest to use so that you can create your multiple graphics

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and just have the templates stored. And just go through and

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change your episode numbers and titles, I think that makes it

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really, really, really easy to think I mean, those are really

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the main ones that I use other than, you know, whatever you're

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using to write it, whether it's Google Docs, or Microsoft Word

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or pages, whatever it is. But definitely otter and definitely

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headliner.

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On Java seven, I'm there exactly what I use, I think they are the

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best ones as well to use, I think they're all easy to use,

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they're all accessible, they've all got a free version as well,

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if that's where you want to start. And obviously go to the

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paid version, if that's what you want to if you need more

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functionality out of it. And everything, I managed to get a

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deal on my otter at Christmas, it had like, by like, a year's

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worth, and it was reduced by 40%. So I paid for a year. So I

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get like 6000 minutes, a month. So that's quite. And you also

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get now the free option to toggle the otter person to come

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in on Zoom meetings and transcribe why you're doing it.

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Yeah, yeah. Do you know why? I should have done it for this

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meeting? Because I could have done it. Well, I can run it

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through afterwards. But it was it would it does it and I've

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used that a lot of my meetings now. To save me kind of like

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doing it afterwards. But I think I love that feature. I think

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it's really great.

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Yeah, because how many times have how many times have you

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been on a coffee chat and said something like so awesome. And

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you're like, Man, I wish I would have wrote that down. Right. And

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so when you can use the, you know, the paid version, and it's

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transcribing all your meetings, you already have it.

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You can repurpose yourself to your heart's content.

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Exactly. You know, my grandfather, he is 91 now, and

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when I was a very young girl, he told me, you know, this is a man

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who he was a blue collar, you know, guy, he worked in the coal

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mines until he got injured. And he told me at a young age to

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work smart, not hard. And so efficiency is something that has

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been like, ingrained in the you know, since a young age. And

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repurposing content is one of the most efficient ways that you

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can save yourself, you know, some overwhelm, because you take

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one piece of content and create multiple pieces out of it,

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that's efficient, you're not sitting at your desk for hours

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on end, trying to think up all this new content that you feel

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like you have to have, right, you're taking one piece and

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creating multiple pieces from that one piece. And it's just

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efficient. It takes away the overwhelm. It takes away the you

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know, the fuss and the frustration that you get when

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you know you're sitting there and you're trying to create and

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you just have no clue what to do.

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Absolutely 100% with you there. So if for all those people

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listening out there that have a podcast and would love to start

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repurposing theirs. Can you tell us how they can get in touch

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with you and work with you?

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Absolutely. So I have a website. It's creatively cassandra.com.

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And I'm sure you can put that in the show notes. Yeah. You can

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also reach out to me through my Facebook business page or on

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Instagram and my email is Hello at creatively cassandra.com

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Wonderful. Yeah, I will link all of that information in the show

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notes. So if you'd like somebody to repurpose your podcast for

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you, because Sondra is a lady and you can get in touch with

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her there. Thank you so much for coming on and giving us so much

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more detail into how to repurpose your podcast.

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Thanks, Rachel. It was pleasure.

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Thanks so much for listening. If you've enjoyed today's episode,

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please like share and subscribe. Your support means so much to

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me. If there's a question or topic you'd like covering then

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I'd love to hear from you. Find the podcast on Instagram at

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Reggie Botfield and drop me a DM till next time bye

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