Welcome to the Grow My Podcast Show
Nov. 21, 2022

35. How to Repurpose Your Podcast for YouTube

Want to get your podcast on YouTube but stuck on how to do it effectively? I am sharing my 3 step strategy to repurposing your podcast content for YouTube, and getting discovered through keyword research.

"You may be forgiven for thinking that perhaps keyword searching is the same on YouTube as on Google, but in fact, as I'm going to share with you on this episode, the approach is actually quite different."

I recently found a research paper by Improve Podcast that gave specific insights into what high-income earning podcasters are doing that low-income earning podcasters. One of the things that was recommended was doing keyword research and how important it is for ranking on Google and YouTube.

I was inspired to look into this more, (especially after YouTube launched its Podcasting on YouTube Best Practices) and created my own approach to my own Google and YouTube keyword research. 

This involved choosing one very narrow topic to demonstrate, and then validating the keyword search to make sure people are actually searching for it.

For example, I created a video on a decision tree to help my audience choose the right social media platform to promote their podcast.

In this episode, you will learn the following:

  1. How to repurpose your podcast content onto YouTube in an intentional way in order to rank for your keywords
  2. How to do keyword research and marry up your findings with your podcast content 
  3. The key attributes your YouTube content needs to have for you to repurpose effectively 


Related Grow My Podcast Show episodes you may enjoy:

Should your podcast be on YouTube? Should you even bother putting your podcast on YouTube?  Listen to learn when you're ready to make the most of it (and not just overwhelm yourself)  

How to use keyword research for your podcast YouTube is one of the 2 largest search engines in the world. Learn how to optimize your keywords for the other biggie, Google. 

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Resources mentioned in this episode:

💻 Try Capsho for free here

Capsho is an AI-powered podcast marketing copywriter that creates an episode title, description, show notes, social media captions, promotional email, LinkedIn article and YouTube description AND curates a selection of quotes from your episode. All in under 10 minutes with a simple upload of your episode audio file.

💻 Link for TubeBuddy here

⁉️ Get the Step-by-step guide to Keyword Explorer here

💬 Send me a message here

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A few episodes ago, or to be exact, it was episode 31. I spoke about keyword research, and the reason I dedicated an entire episode to that is because of a research paper by improved podcast that I happened to stumble upon that gave us very specific, specific insights into the top three marketing tactics that high income earning podcasters are doing that low income earning podcasters are not. In that particular episode, I laid out the approach I am personally taking to keyword research for Google. But there happens to be the second largest search engine to also consider that search engine is YouTube. You may be forgiven for thinking that perhaps keyword searching is the same on YouTube as on Google, but in fact, as I'm going to share with you on this episode, the approach is actually quite different.

So if you have been struggling with working out exactly how to repurpose your podcast content onto YouTube in an intentional way in order to rank for your keyword, then this is the episode for you. My name is Deirdre Tshien, CEO and co founder of Capture, the world's first AI powered podcast copywriter. And this is the Grow my podcast show.

Hey you. My name is Deeji Shannon and welcome to another special episode of the Grammar Podcast Show. This is one on YouTube and specifically how you can repurpose your podcast content on YouTube and find the best keywords to help you rank on the second largest search engine. Now, let me set some context. Back in episode 14 of The Grandma Podcast show, I answered the question, should your podcast be on YouTube?

And if you recall from that episode, I said yes. And I laid out a strategy for how you can create your podcast channel and your own branded channel. If you don't recall that at all, then I would highly recommend you to go back and listen to that episode. Because in this particular episode I'm going to go even deeper on what to do on your own branded channel because this is in fact what I've been doing for the past few couple to few weeks, two to three weeks. I will be very transparent in saying that the solution I was testing, the one that I thought was quite clever and saving me a ton of time, was in fact not working.

The views on my personal YouTube channel have been pretty abysmal. I've been getting single digit views on my videos and what was missing keyword research. In my previous approach, I was pretty lazy on the keyword research side of things and just completely let my podcast topic and recording dictate the title and description of my YouTube video. But no longer. Nope.

After diving deep into how keyword research happens, I decided to update my approach to both Google and YouTube. My approach to Google you can learn by heading back to episode 30, I believe of the Greyhound Podcast Show. Because this episode is going to be all about my approach to YouTube. So, as always, we're going to take a quick ad break and when we're back, we're going to be diving into the three steps on how to repurpose your podcast content for YouTube with a view on actually getting yourself discovered.

We are talking about YouTube today and specifically how you can repurpose your podcast for YouTube in a way that will get you discovered. Now, before we get into the three steps on how to do keyword research for your podcast on YouTube, let me just recap a little bit on the difference in the approach I'm taking to YouTube and Google. I'm going to use a YouTube video to teach something very specific. Think visual demonstrations run throughs how tos things like that. And I'm going to use a blog optimized for Google SEO to answer a specific question.

This just makes it easier for my brain to try to compute it all cool. So YouTube equals teach, Google equals answer. And what we're going to do is go through the three steps for repurposing your podcast content for your own branded channel on YouTube in order to teach. And I'm joined, as always, with my co founder and partnering crime, Bonnaro Rey. Hello.

Hello. I feel like you should have a YouTube channel video just for that to say what YouTube is for and what is for. I love that. Great idea, we'll do that. But we're going to dive into OK, so we've got the context of we obviously want to use YouTube to get discovered, to get our podcast discovered.

I've already just mentioned that we want to use YouTube to teach, which is a little bit different because when we spoke about keyword research before for Google, it was all about answering a question. How do you come up with the questions that your podcast answered and then from there you do your keyword research. But now we're doing it a little bit slightly for YouTube because it's all about teaching. So I want to get into the three steps. So step one, let's start there is hopefully pretty easy, but it's like record your episode and then the other overlay is to pick one very narrow topic too.

And I put this in quotation marks to demonstrate. So Bonnie, can you tell us a little bit more? Just about let's unpack that a little bit. What do we mean when we say pick one very, very narrow topic to demonstrate? Yeah, this is actually a little bit more challenging than I think I would have originally thought.

So really what we're thinking about here is whenever we recorded podcast episode, unless you're doing extremely those daily ten minute podcasts where you just do a quick bit and that's all that content is for that episode we actually talk about. We cover quite a lot in our, in our podcast episodes, especially as experts who are talking about topics that we love. So really the challenge here or the mission here really is to look at all of the things that you spoke about. What is the one specific teachable thing takeaway that you can actually see yourself being able to bring to life on its own. Now, obviously the challenge here, like I said, it is going to be in context of the entire episode.

So that may be a little bit difficult. But one thing that captured us really well, I know, is user folk will know. It will actually pick out the three main learnings and things like that. So if you don't have a very, very intentional way with your podcast episode where you know exactly the three or four or five things you want to teach, it will pull that out for you. But really what you want to isolate from your episode is the two, three or five specific things that you really taught your audience and that can stand alone on their own.

So by way of an example sorry, go, I was going to say by way of an example, one particular episode that I thought was going to be pretty hard was the one that we did, episode 19 of The Grandma podcast show where the title was how to Crush Obscurity for Your Podcast. I personally love that. I love that episode and I love the story, which is really about how do you stop yourself from fading with your podcast, right? Because it's all about credibility and visibility, especially when you're a new podcast or relatively new in your journey. And this was this really great episode about how do you make sure that you don't fade away into obscurity, fall victim to pod fade.

But really, that's a really big topic, right? And people aren't really searching from that perspective. So what we were able to do was in that you'd laid out three steps to say, okay, before we get too overwhelmed. Really the reason we fade is because we get way too promoting our podcast becomes way too overwhelming. So the first step is you want to choose which social media channel you want to be on because it's more important that it consistent on one than trying to be across everywhere.

So that was a really important step where we were like, yes, that is on its own. Just teaching someone how to choose which social media platform to be on is really powerful. And yes, there's 100 steps after that, probably. But just that step is something that people need to know how to do because a lot of people are struggling with that. Yes.

And so what I actually did, and this is actually really, really important for this step when we say teach, and why I said, quote unquote, demonstrate YouTube is all the reason why people go on to YouTube is to actually learn, right? That's why we say it's to teach. And how they learn is they're visual learners, which is why they're on YouTube. So you need to make it as visual as possible. So what I actually did with that particular topic was I was like, okay, I'll help you, my audience on YouTube, figure out which social media platform you should start with.

And we actually created a decision tree from that. And so we have someone on our team who does some video editing, and she was able to overlay the video with kind of these are the decision tree steps. So you can actually visually follow along as I was talking about it. So this is the really important part about that we're figuring out about YouTube, which is that how you retain people because, yes, you want to be discovered, but it's just as important to actually retain your viewers throughout your video. And you do that.

You have to do that visually. And so, you know, that's an example. Another example that we're going to be doing more and more about is actually doing, you know, visual demonstrations of capture of how the platform works, bring that to life. But other things that you could think about doing is just how do you add in Brolls? Now, if you don't know what a broll is, it's literally when you watch a video that's been edited and you see, for example, if I mentioned like, a cheering crowd, and then suddenly there's a gift or a short video snippet of like this cheering crowd, that's essentially what a broll is.

It's other things that you bring into the video that illustrate the point that you're trying to make. But the great thing about that is because, again, being human, we need almost that we have a short attention span, we almost need those transitions to keep us engaged. So that's actually a really important part of it. All that to say, this is a chunky step one, because there's a few things in it, which is you have to pick one very, very narrow topic to demonstrate. So what we do, as Bona mentioned in the example, is we usually, as you know, these episodes, we go to three steps.

We will pick one, just one of the steps, and we're going to deep dive into that. And as much as possible, we're going to make it visual. Whether it's like, as I said, decision tree or a demonstration, it's some kind of how to think. That's what we're going to do. That's what we're going to record our YouTube video on.

Now, a lot of people I just don't want to miss this bit. A lot of people have guest shows, and you might be thinking, well, how can I do this with a guest show? I would still have the same approach, which is your guests shared things they were teaching. How can you either if you're very dedicated and you have a bit of time to prepare, you could actually do a little bit of a bonusing with your guests to be like, hey, I just want to do a five minute YouTube video. Can we record that at the end of the episode or at the beginning, just deep diving into one particular strategy that they shared and as much as possible get them to.

Or you can do it by b roles where you actually start to as they're talking on the video. You can edit this in, you can draw out what it is that they're talking as they're stepping through it. Or another way that you can do it is if it's something very tangible that they're sharing, you can actually implement it yourself and use that as a video. You could be like, hey, I learnt this thing from my podcast episode. Here it is.

But in this video, I'm going to actually show you how I implemented myself. That's super, super powerful. So think about what is one very, very specific, very small topic, very narrow topic that you can pick up from your podcast episode and just create a five minute demonstration to teach someone how to do that thing. And we're going to go into this a little bit in the next step. But really, I think that the main fundamental takeaway from here is that I know I have to go through in this process is to really be able to divorce almost that need for your mind to say, oh, I'm just trying to replicate what's happening in my podcast on YouTube.

And it's really not especially in that example you just gave about guests, you kind of feel like you have to should they not also be on the podcast episode and like you said, the YouTube clip, sorry. And sure, like you said in that example, they're able to that's fine. But really it's about how do you farm this wonderful episode you've already got and this rich information you have as to pick the narrowest possible sliver to bring to life in a completely different way that standalone content on its own. Yes. Okay, so that's step number one.

Now step number two is that it's great for us to be like, oh, this is the very narrow topic that we can pull out, but we still need to know whether or not people are searching for it. Right? So step number two is actually to validate the keyword search. So can you talk us through how we do that? Bonner yeah, so we use this amazing tool which everyone loves called YouTube Buddy, so TubeBuddy.

We'll leave a link for it in the show notes. It's super simple to use and extremely, extremely useful. So really, sometimes you might find in following step one that you might feel a lot of pressure to come up with a supernatural topic. And if you know exactly what it is, that's great. But really the step there, I would say just no down the topics that you think would be good, or the steps, or the specific standalone, and I say plural because you want to take in about three to five into step two that you can actually put into TubeBuddy.

So Tubebuddy's got this really awesome tool. It's got many tools, but the one that we want to talk about today and use is called Keyword Explorer. So it's one of the top ones on the list. So you just go into keyword Explorer, and what it will do for you is it will when you put in your keyword in there or keywords in there, it will give it a ranking to say, you know, that really kind of takes into account the search volume, how many people are looking for it, how competitive it is and what chance you have, really, to optimize optimize it. So give you kind of one big score and break it down into those things.

And the other great thing is that it will also give you other related searches. So, like I said, you know, if you're a bit unsure of exactly what your keyword is, just putting it in there will give you firstly a rating. So poor fare, excellent as well as a breakdown, but it will also give you some other related keyword searches. So in the example that we were talking about, we took that first topic and it was about choosing one social media platform for your podcast. So I just put in how to choose social media platform for your podcast.

And that actually didn't return a very good rating. It was like, well, some people are searching for it, it's really competitive and you don't really have a high chance of optimizing it. But I saw in the related searches something about promoting your podcast on social media. So I just made that change to say, choose social media platform to promote podcasts, and then became 100 out of 100 excellent rating because it was really, really high search volume. Competition was fairly low and we had a really high chance of optimizing it.

So we said that is exactly what we needed. That really helped us narrow it down even more. So if you feel like this step is really to your point to validate whether it's something that we should even be talking about because maybe people don't care, but even if it's broadly in the area, it will actually help you refine that topic down to an even narrower keyword. So you can really, really focus the point of your video as well. And then obviously this fits really well into the decision tree visualization that we were talking about because it literally then we can say it's a step by step to help you choose the right social media platform to promote your podcast.

Awesome. Okay, what I might do, and Bonna doesn't know that we're going to do this, but I'm going to get her to actually record this example of stepping through what we just did. We're going to leave that in the show notes because I know that, trust me, I get it. Like when I first started doing this whole SEO thing and all the scores and all these what are you been talking about? So it's always useful to teach via visuals, but we also put a video on YouTube to actually step through so you can actually see what we mean when we say the scores, competition, search volumes, things like that.

So why not? I let's add an example for you in the show notes so people can just go there straight away, check it out, and I think that's going to be a YouTube video as well. Exactly. Yeah, we'll definitely do that. We'll leave an example of the process and also the actual YouTube video so you can see what we did.

Especially if there's something, a concept that you think isn't easy to demonstrate, that this is a really, really clever and relatively easy way to do it. So we'll absolutely do that. We'll leave the final video and masterpiece in the show notes as well. Yes. And followed my decision tree.

You guys actually really this is a really useful thing, okay, that step two is to validate what your topics are, all the keywords that you're trying to rank for validate them using Tube. So step one, record your episode and pick one very narrow topic from that episode to demonstrate. And then step two is to validate those as bonuses, plural topics through Tube, buddy. And step number three is this one's actually really important, because this one I think I know that I probably forget time and time again because you get so caught up in, okay, we've got to add value, put this on YouTube, and then you forget to do the thing that you had intended to do, which is to actually grow your podcast. Audience.

So you need to step number three, you need to link that video back to your podcast episode. And it's actually this, I think, is actually pretty simple because if you've chosen one of the steps or one of the secrets or the tips or the topics from your podcast episode, you can literally say, hey, there still step two. Step three, for example, go and listen to like to learn about them on this particular podcast episode. Right? It's pretty simple.

Yes, exactly. I think if that's the thing, if you've gone with step one or part of step one, then you're like, hey, there's still step two and three to go. Or if you've skipped ahead and said, really focus on step three, then you're like, hey, but for this to be successful, you really need to be able to do these things first. So I think either way, it works really well. YouTube is very much a platform where people are looking to consume more and more and more.

They're really building their own expertise and that's a really natural way that they can just find themselves binging on your content. That's a really good point, too. Amazing. Okay, so that's it, you guys. So, step one I mean, so simple.

Step one. Exactly. Record your episode and pick I say one, but pick a handful of very, very narrow topics that you can demonstrate. Plug those handful of topics through to Buddy validate. Play around with the keywords, as Bob was saying, and that will show you in the show notes.

And then step number three is once you've chosen the one that is going to perform the best, then link it back. Link your YouTube video back to your podcast episode because we want to be growing your podcast. Sure, that's a whole aim. Okay, so that's it for today. But I just cannot leave without this final call to action, which is if you are a podcaster who wants to amplify your message, reach your audience on more platforms in less time, then come and try Captcho for free.

Captchio is an AIpowered podcast copywriter, the first of its kind, the world's first. And you can try for free. No credit card required@capture.com. That's caps h o.com. And as always, see?

Awesome. Bye.