Ever wondered how to make your podcast work harder for your business? In this episode of Podjunction Podcast, Sadaf Beynon and Matt Edmundson are joined by Matthew Holman, host of Subscription Prescription, who shared his step-by-step approach to using his podcast as the foundation for his entire content strategy.
From newsletters and social media to YouTube videos and blog posts, Matthew reveals how to repurpose podcast content effectively—without feeling overwhelmed.
In this episode, you’ll learn:
✅ Why your podcast should lead your content strategy
✅ How to repurpose podcast content into multiple formats
✅ Tools and tips to simplify content creation and boost engagement
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Unlock the potential of your podcast today! Don’t miss out on transforming your podcast into a powerful business tool—visit Podjunction.com to discover resources, tips, and opportunities that can take your podcast to the next level. Subscribe now and elevate your podcasting journey!
Welcome to Pod Junction podcast where podcasters learn to grow their business. I'm Sadaf Beynon and beside me is Matt Edmondson. Drum roll. Drum roll, yeah, yeah, something like that. Something like that. Welcome, welcome to the show. It's good to be here. And we are, if you are watching the video, you'll notice there's a few changes. If you've seen previous videos. What episode are we on by the way? 59. 59. So the previous 58 episodes was in a different studio. Ish, yeah.
So yeah, one is phase one is done. We've got phase two, which is now you, isn't it? You've got put some plants and stuff in here. Yeah. Yeah. Make it look a little bit less dark. yeah, we've changed the studio around. So let us know what you think. We're trying out funky new camera angles. yes, we have got it all going on, but it's taken us 58 episodes to get to this place, which is good. But anyway, welcome. And if you listen to the audio and you have no idea what we're talking about, it's fine.
It should still hopefully sound as good. That's the plan at least. Definitely the plan. But yes, so good. It's good to be back. It feels like it's been a while since we recorded. Yeah, it has been know for the listeners it's like a week. Yeah. But it's been a few weeks for us. So I'm looking forward to it. I just can't remember what we're supposed to do.
All right, so I'll start us off. All right, so this week we are going to be listening to a segment from Matthew Holman, who is the host of Subscription Prescription podcast. I have to say that slowly so I don't butcher it. Subscription Prescription. Yes, he's also known as the prescription doc. is. Yes, subscription doc.com, think. And he has a great newsletter. Yeah. If you're in the e-com subscription business, definitely check out his newsletter, his weekly newsletter. He does it really well.
Yes, and we're talking about that today. So don't steal my thunder. I was just trying to give Matt a shout out and I'll congratulate Matt if you're watching this. Congratulations. Did you know that? Yes, just a little baby boy. I did. Yeah. Yeah. So he's a dad again. So love that. Very excited for him and cute pictures too. I haven't seen any. I I'll show you some pictures later. They're very cute. But anyway, but anyway, so in this segment,
Matthew is going to be explaining to us how he uses his podcast as his as the foundation of his content strategy. And then he will so that includes newsletters and social media and so on. And then he's also going to be giving us some advice and tips on how we can repurpose our content as well. Fantastic. Yeah. OK, so we're going to have a clip from Matthew and then we're going to come back and chat about said clip. Yes, we are as usual. So,
Sorry, if your first time with us very warm welcome to you the way this works is we have expert guests on like Matthew who is an absolute legend I love this guy. He's so cool and and They share their tips and tricks and then we talk about it and figure out how it's gonna help us with our podcast Yeah, that's the basic premise of the show that is yeah, so Without further ado, I'm gonna press this button on here. Here is mr. Matthew Holman. We'll be back after this
Matthew, I was wondering if you could start by telling us about that light bulb moment that made you realize that podcasting was a great tool to help you grow your business. Absolutely. think podcasting is one of those things where, you know, in the space that I'm in, in subscriptions, it's often not top of mind. I mean, some brands it's top of mind, but for a lot of brands, they're very growth focused. They're trying to acquire that next customer and then they want to go figure out subscriptions. And so
what we had the newsletter first for a while and a lot of feedback we got from people is that they would list, they would read the newsletter in bunches, right? They, you know, they'd wait for three, four, five of them. They'd get 30, 40 minutes or an hour set aside and they'd go and read, you know, a bunch of like the ones that they had missed recently. And so that kind of screams like podcasts, right? The idea is like people are using our content as a means of improving their overall understanding of how they can manage their business.
to give them ideas. We get a lot of feedback from people who feel like it's a great training. So like new hires at companies that don't know a lot about subscriptions, they'll point them at our podcast. So podcast just kind of screams, you know, an opportunity for people to digest content, to help educate them. And also just because sometimes it's difficult to explain complex topics in just writing. Like some things do well in writing and other things I think it's better to have a conversation or a discussion.
which is, again, a podcast. Okay. So since you've been podcasting, do you find that being able to talk through different ideas is easier for you now than it was writing it all down in blogs and newsletters and stuff? It is. And I think initially it's important to of keep understand that initially we thought the newsletter and podcast would be kind of separate,
the newsletter would be kind of like this style of content and the podcast would be more like me just talking and occasional interviews. But ultimately we actually ended up changing that to having the podcast lead the content strategy. And so being able to talk through stuff for me, I think it's also like, so I'm a content creator. I've been doing like eBooks and social and stuff for years.
And it's often difficult. I think one of the hardest things about a content creator is to find the method or process that really resonates with how you like to work. And I've, over the course of a couple of years, been able to land on, and we've been doing the podcast for about a year now, realize that the podcast strategy, podcast first strategy, really does work well because I can talk through ideas on the podcast that I can then put into a newsletter. Right? If I get a question on social or something a client says to me, it's easier for me to go,
start talking on camera and recording that, then it is to go like write down those ideas and then talk about them, if that makes sense. Yeah, yeah, definitely makes sense. So you were saying that your podcast leads your content strategy. Can you tell us a little bit more about that? Yeah, absolutely. So I think, you as a marketer, everybody's trying to find that formula, that process of like, you know, how you create everything you create. So just to kind of like run through how ours works.
the podcast essentially leads the schedule for all of our content. each week, mean, we're recording in bunches. So it's not like we're recording week after week, but they're getting released every week. So like we're recording this on a Wednesday. We had an episode that dropped yesterday. We'll have an episode that drops next Tuesday. So what happens is the podcast is first. So like we did a podcast episode, say it's like an interview with the founder of a subscription brand. So then the newsletter then becomes like,
learnings or gleanings or insights from the founder of that subscription brand. And then the social media becomes talk is talking about the newsletter and podcast about like past issues and upcoming issues. And so it leads all of our strategy, how we create it. Podcast newsletter social is kind of like top down how that works. Yeah. Yeah. Finding the right people. Right.
So repurposing sounds like it's a great strategy, especially if you've got the right platforms that are working for you. What about if someone was just starting out and wanting to repurpose or feeling quite overwhelmed by knowing which one to try content on? What advice would you give that person? Yeah, I would.
For one, I would say like start in a place where you are comfortable. Like if you've been on Instagram, that's your platform of choice, then start on Instagram because you at least will already know a little bit about what performs well for you versus others. I think what's difficult is like if you hear, say for example, if you're starting like a decorative paper company and you've never been on Pinterest, but you know you need to be on Pinterest, like that can feel overwhelming.
It's good to find like mentors or people that have done it before, other founders, other people that are active on those platforms if you need to learn to get in there. But I would say like start on a platform you're comfortable with because the hardest part about content, repurposing or not, is consistency. It's like with consistency comes the learnings about what you should be doing and how you should be doing it.
So again, it's like working out. You really don't know what you don't know until you start doing it and figure out what works for you and what you respond to. Because what works for you as a workout versus what works for me as a workout are gonna be very different. Same thing as with social. I think the idea of repurposing though is it makes things a little bit easier. So like for example, if we're talking about even on Pinterest and you were recording a podcast, I would suggest recording video and then put video clips on Pinterest. There is video on Pinterest. That's actually...
where my daughter goes to watch videos, because we won't let her on TikTok. So you could put videos on Instagram, right? And other places. like repurposing, and there are a lot of platforms out there you can use to like edit those videos. You can find a virtual assistant or somebody on Fiverr to help you edit them. Or you can download CapCut and start playing around a little bit with yourself. Again, I would just say like, it's all about reps, repetitions. It's all about some consistency. And that's why I like some of the...
repurposing ideas because I could record say a 30 minute podcast and get six, seven, maybe 10 minute clips that are really, really cool. And then I could post those over the course of four or five, six, seven days if I want to do one a day, right? When we started our repurpose strategy, I waited about two months. I did about, I got about six or seven episodes of the podcast in with clips made so that I could do like two or three posts a day in multiple places with video clips.
So, but again, I'm a little bit more seasoned in that regard. I would just say it's, that's why repurposing is fun. You know, again, my process is I'll take the podcast. I take the transcript off, I post it to YouTube as well as other podcast platforms. I take the transcript off YouTube. I put the transcript in a chat GPT. And now I have a summary that I can use to write off of, or I could prompt it to try to help it write it for me, right, as well. there's a lot of tools out there, but again,
If you try to, this is my personal advice, is if you try to figure out all the tools up front, it just feels really, really overwhelming. You have to just start doing it and then know that there's most likely a tool to automate or make something easier for your process that you can work on and discover.
If that got you curious and you want to catch the full episode, be sure to subscribe to the show. We've got plenty more great conversations coming up.
Well, welcome back. I was getting into that. Just love listening to Matthew talk about that. Yeah, great guy. Really interesting guy. Let's jump straight into the newsletter thing. Okay. Because I have some questions. All right. In the sense that you have started a newsletter for Pod Junction. I say started. It's how many weeks have you been? Seven.
just trying to remember. The last one was 007. Okay, 007. So we're on newsletter number seven. Have you found it? I feel like I'm kind of growing with it, similar to what he was saying about podcasting as well and repurposing content. Like just get started and as you go, make the tweaks and get better at it. So I feel like I'm kind of finding slowly my rhythm. I started off doing something that was a lot more like
Here's some like a lot more structured. Right. And I've moved away from that because I feel like we're on number seven and already we've away from it. I got bored. I thought this isn't really me. I just want to be able to, to just talk and pick a topic that, you know, has to do with the podcast that we've just done and, just talk about that rather than feeling like I'm trying to, I don't know, maybe hit too many.
audience segments rather than I just want to talk and whoever's interested will hopefully get something out of it. Yeah. Fair enough. I did find actually speaking with, with Matthew really helpful from my own, because I was able to go back and look at his and how he does it. Plus some of the things that he said on the podcast and that's helped me refine mine a bit more, think. So what did you learn from him? Do you remember? Yeah.
So, well, some of the things like the practical advice he gave here. But I think from the point of view of using, like creating content that resonates with the people. I think a lot of it, like he's been doing this for a long time. He is a content writer, so he's got his audience. He knows who he's talking to, whereas I feel like I'm still trying to find that.
And I think once I get that together and I understand them more, I think I'd be able to deliver something that resonates more and just it's getting to that point. Yeah, that's fair enough. I think it's a really interesting thing, isn't it? Because if you think about what episode did you say we're on? 58? 59. And so we get to 52 and now you sort of it's at 52 you thought I need to of revamp the newsletter idea and do that with a bit more intentionality.
We didn't do that from day one, is the point that I'm trying to make here, is that actually we did the one thing that we could do and didn't overwhelm ourselves. And then we got into the rhythm of that and then we introduced the idea of the newsletter. And I think that's an important point because when you look at things like this, like repurposing content, doing newsletters and the podcast and this and that, it can feel massively overwhelming, right? You just like...
There is so much to do. This is insane. But I think the way that you did it was smart because you do the step changes, don't you? And so, yeah, what platform do you use for the newsletter? Beehive.
Why'd you smile? I don't know. I wanted to say beeswax, none of your beeswax. Very rude. Very rude question. Bee hive. Have you found it? I like it. It took me a while to get my head around it, if I'm honest. I had to watch a few YouTube videos to make sure I got it right, to understand it. But again, in that case too, I just had to jump in.
Yeah, and I think you looked at it a few weeks afterwards and we're like, you know that you haven't done X, Y and Z like no actually I didn't know that Yeah, it's just an it's an interesting platform because it's a newsletter first platform and so the the reason why I found beehive interesting was because We were using convert kit with some of the podcasts that we were doing we've tried various platforms over the years haven't we from a webber to
Omnisend to MailChimp, think we've used. I mean, we've probably used most of them to be fair. And now we're on Beehive. And the thing that I've noticed about Beehive is it is a newsletter first platform. You can use it for email and it is free until you hit like a subscription limit, isn't it? There's like, unless you want some like the pro features. So you can get away with using it for free.
to give it a try, but it helps you build your email list because of the value of your newsletter. It's not like Clavio, which we use in the e-com businesses, which is an email platform purely bred for e-com businesses with follow-up sequences and all that sort of stuff. I know you can do sequences in Beehive if you pay. But I've found switching some of the podcasts over to Beehive to be...
That's been a bit of a mind shift in my head. So if you're used to email platforms, email marketing platforms, Beehive is good, but it is a little bit different. And I think I really like that because it forces you to build value in the email with the newsletter. And I like that philosophy and it goes well with podcasts. yeah, would highly recommend Beehive. One of the things I learned from Matthew was that when he does his newsletter, he creates it in...
forget now which one they use, like what email system they use, but he also copies and pastes it into LinkedIn. Yes, he does. He puts them on his articles. Yeah. So I didn't realize that it was just as simple as copying and pasting because after I spoke to Peter Murphy Lewis, if you recall, he does newsletters as well on LinkedIn, doesn't he? And I tried to figure it out and I just found it to be too complicated at that time. But now it's just this...
It's a straight, I create it once in G-Hype and then it's cut and paste and I'm So you copy and paste it as an article as well on LinkedIn? Yeah. I, I normally when I comment on Matthew's posts, it's the article that he's put on LinkedIn is where I normally read it and see it. Yeah. When I'm in my little LinkedIn zone. And so I like that strategy.
where it's like it's a newsletter and it's linked to an article and it is literally just copy and paste. What are some of the tools maybe that we've tried where repurposing content is concerned? Because I know we've talked about this previously on the show, you know, we, four weeks have passed in the sense that we change tools quite regularly. And so, yeah, I'm curious to know what tools do we use to create those kinds of things.
Okay. So flow send is something we've been using more recently and that is taking... flow send? Yeah, I do actually. Okay. And it seems to be like they're always creating new things, which is great. It feels like they're on it and meeting the needs of the clients or customers. But how we do it is we have our recording, we upload it to flow send. It creates a transcript.
You can go through that transcript and correct anything that you need to correct. then based off of that transcript, when you're ready, it creates the content. And what I like about FlowSend is that you have so many options as to the types of content it can create for you. So it can do your newsletter for you. It can do your social media for you. It can do blogs, YouTube descriptions, timestamps. You know, the list seems to go on forever. And if it's not already...
in their templates, you can also create your own. So I think once the transcript is in and with AI doing its magic, I think you can pretty much create whatever you want. You can use it in whichever way. So I find that that's quite good. And it doesn't really, I mean, it is AI, but it doesn't sound like chat GPT necessarily. think. they're obviously working on the prompt engineering, aren't they, to try and get it better. Yeah. Which is good. I,
I like the fact with Flowsend, you put one transcript in and it gives you all of the content. I don't have to say, here's the transcript, give me the YouTube description, and then go back and go, give me this, give me that, give me that. So it does it all in one take. It does. And you can also make changes to different segments. And it keeps those changes, which is what I really like that, because you can always go back and have a look and tweak things around if you want to. You don't lose it. So yeah, that's probably the content.
side of things. And then we also have the social media, which we have kind of taken a back step into, I think at the moment we're not really doing with Pod Junction. Yeah, we're not doing a whole lot, which is okay. Yeah. It's working. And again, you've got to, you've got to, you can't get overwhelmed with these things. So the podcast is, the most important thing. The email is next on my list, which we, you know, we're now doing with a newsletter.
then all the other stuff's just, it's nice and it gets the word out there. But I think you, again, you can just get overwhelmed with these things. And so knowing what not to do, what to do. I've found actually with...
with creating video content.
I'm really impressed by how easy it is to do that now on Riverside. Yeah. Where, because obviously, obviously Riverside, you know, records the podcast interviews, it transcribes them automatically. And there's, what do they call it? Overlord. It's got some funky name, like over, overlord, AI overlord or something like that. And it will, it will create for you a number of vertical.
video clips within a certain, you you say I want it a minute long and it'll, it'll give you, it sort of goes away and arrange and the way that they've done it a lot like Descript in terms of they give you the transcript, you can highlight the text, you can line out that text and it will take it out of the video. You can have it auto shorten phrases and generally take out filler words and all. So it's a much tighter and it will put the captions on there automatically. And so
I was really impressed by that actually. I've played around on that a lot the last couple of weeks to see what it can now do. I thought, well, this is actually quite clever. I think makes generating those kinds of things a lot easier. An awful lot easier. I do think with social media, I mean, it gives you the videos, the vertical videos, but I do wonder with social media whether you need more than just the vertical videos.
but it does give you that and it will give you the makings of that and then you can, like with everything with AI, I think you have to tweak it. I think if you just take from flow send and copy and paste, or if you take Riverside's idea of what you should have as your video and don't tweak it and change it, it may be quicker, but it is definitely a much poorer outcome. And I think we are all getting used to recognizing chat GPT content.
or Claude or whatever, you know, your AI platform of choices. So I think my advice in all of this is take what it gives you, but edit it, tweak it, rewrite it in your voice, train AI to understand what your voice is so then it's less editing from your point of view. Because if you read anything from JET GPT, you instantly know if it uses the word dive. We are going to dive into this topic.
Unlock, the sort of these phrases that you recognize, don't you, over and over again? Yeah. Which just, it fascinates me whether, you when you, when it writes titles, it puts colons in, you know, when it does social media captions, it's like key takeaway, colon, da-da-da-da-da, it tells you the key. Yeah. And so you, so now the problem is when I look at content online, I'm like, that's just from by chat, GPT, I don't care, I don't care. So I'm now starting to spot it myself. Yeah.
And this is where I think why I think it's important you choose what you can do in terms of timing, right? Whereby you say, right, I've got this much time, podcast is first. Obviously you want to get that online, you want to get a blog going. You can take the blog content, you can put that in your newsletter. Okay, I can use AI to help me with that. But I think it's better to tweak that and make that sound authentic and make it more like you and put time in to getting that right before doing all the other stuff.
Does that make sense? Because if you do that, go and try it. Just go put an AI post on LinkedIn and see who interacts. And then get AI to give you some ideas for a post and you go back and forth until it sounds like you. Or even you take that same post and you rewrite it in your own voice and see how much interaction you get. I bet you the second one pulls way more. Do you know what mean? Because it's much more authentic and people...
engage with human content more than they do with AI content. Yeah. And I think you've also got the longevity as well, if you're being authentic in how you're writing and the content you're putting out, because if AI changes, it's going to change the way it spits out all the content and you're just copying and pasting. And to the person who's reading it, they're going to see that shift. Whereas if you're just talking or writing as you are, then that doesn't change unless you change.
Yeah, it's an interesting one. was playing around with a system called Q. I've not heard of it. Q-U-U-U, think. Recommended by Peter Murphy Lewis, actually, on LinkedIn. Because he was great, actually, Peter, because he put a post on LinkedIn saying that the episode that he did with me on the e-commerce podcast got like 1,100, 1,200 shares or something. He was pretty stoked. I thought, that's cool. And so was looking at some of the tools that he was using. I'd never come across Q before.
And what's interesting with Q is it is this system which will, you'd sort of tell it, you know, like all the areas that you're interested in and it will go away and it will write LinkedIn posts for you. And I think it will go away and it will get content from the web and write a comment on that. And I think the content that it gives you is actually, I mean, I think it's a sneaky thing, but it feels like it's content it wants to promote because some of its users has paid to promote content. And so yesterday I was looking at this.
And it wrote this LinkedIn post for me on an article about, what do they call them? Growth circles or something. There was some funky name to this. And so I read what it wrote. The post was dull. It was boring and it's not me at all. I thought, and I've switched off the auto post thing because I'm like, I'm not having that at all. I need to have some censorship going on. Anyway, I took that same post.
and I put it into Claude. I really like Claude for content, more than chat GP team anyways. And I put it into Claude and I said, AI has written this post. So I'm telling AI, AI has written this post and here's a copy and I just copied and pasted the blog post that it referred to. So here's the post, here's the blog post. What they've written, what AI has written as a post, does that sound like me in any way?
And AI came back and went, no, not at all. It was just really fascinating. And so I said, well, how would it sound like me? And so it rewrote it in more of my voice. I'm like, yeah, okay, this is a bit more how I would write it. And then I asked it a question. I said, actually, based on what you know about me, would I say these things about this article? And AI came back and went, actually, no. And I was like, and this is a fascinating conversation I was having with Claud and I'm like, well, why not? And it was like, well, actually a lot of the content is just really dull.
lot of corporate speak, there's not a lot of stuff in there. And I'm like, so what are the really good parts of this article that I would like? And it comes back and says, well, this is actually the really interesting meat and potatoes of it all. I'm like, great. So now I can, I wrote a LinkedIn post and this is where I think AI is really good. You know, using it for things like that. I wrote a LinkedIn post about that, which I think is scheduled to go out today or tomorrow. But if I'd just had it where
AI posted it, it would have been awful. And it wouldn't have been me, it wouldn't have been authentic. And this is what I mean. You've got so many hours, right? Choose how you spend those wisely, but don't spread yourself so thin that everything's rubbish and AI based. Choose one or two things, get them really good, get them you, and then move on to the next thing. And I think Matthew's right. The podcast with the newsletter. And I would say actually the blog, you know, the blog and newsletter. And I think those two things can be
Interlinked yeah, and if you get that foundation, right? You're onto it because you'd like you say you can take the newsletter. You can copy as an article on LinkedIn and and away you go, it's Really really good. Yeah, really really straightforward technique and then videos I mean we could do a whole post on a whole podcast on how to repurpose video content for LinkedIn but I found actually when you
post the content on LinkedIn, if you can tag your guest and start the conversation that way, you can get a lot of comments. Yeah, a lot of comments, a lot of visibility. But again, coming back to what Matthew was saying, consistency is key with this kind of thing. So whether you're doing the newsletters, whether you're repurposing content, you've got to be consistent, which again comes back to how much time do you realistically have. Yeah. And also to add to that, we did touch on this in the main conversation, but...
Also, being mindful of posting on platforms where your audience is. So, you we were talking earlier about social media, so Instagram, kind of taking a step back, partly and focusing on newsletters and LinkedIn instead, because that's where our audience is. So we believe anyway. And so...
Yeah, think also keeping that in mind because otherwise you could be spending a lot of time doing things that aren't going to move the needle. Well, yeah, absolutely. We could. I mean, we could spend a lot of time putting videos on Pinterest. Now, I'm not saying Pinterest is a bad thing. I actually think Pinterest is probably one of the unsung social media platforms, really. And I think there's less competition on LinkedIn than most social media platforms. But I think for me, it's all about hierarchy.
Right, so doing Pinterest is good, but I want to get these other things done well and right first. And so...
Is TikTok better than Pinterest? Is Pinterest better than Instagram? Is Instagram better than Facebook? Should I do Snapchat? I mean, like you say, go where your audience is. Pick one or two platforms and go there. And if you're not sure, then test and see which ones are. But don't feel like you have to do all of them because somebody in a blog post said somewhere that you And testing can take several months for something like this, can't
It can really take a little while to get the data. yeah. I love that. What's next week? More of Matthew. Can you ever have enough Matthew Horne? That's the question.
Is there an answer to the question? No, you cannot. So looking forward to next week, then we're to carry on the call. Do know what we're talking about or what you're talking about with Matthew next week? what's the clip? No, you can't remember. I'm not decided yet. so much to choose from. There is so much to choose from. Well, wherever you are in the world, I hope you enjoyed this. Do reach out to us on LinkedIn and let us know what you're
thinking is you are on LinkedIn. Sadaf Baynan. Every week. don't understand. Anyway, you can follow Sadaf Baynan on LinkedIn at Sadaf Baynan. Yes. And you can follow me at Edmundson. Come join us. Come say how's it. Let us know what you think about the podcast. Obviously, ask any questions. If there's stuff that you want us to talk about and ask guests about, then do let us know. But yeah, we've been really enjoying it.
And make sure you connect with Matthew as well go check out subscription doc And you'll find him on LinkedIn We will of course put all the links in the show notes or the YouTube description if you're listening to this or watching this But yeah, make sure you like subscribe all of that good stuff and we'll be back next week. I missed anything No Makes a change. Okay. All right. All right. We'll see you next week guys
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Keep on learning and until next time, happy podcasting.