Content repurposing is one of the most valuable ways to get your message across in an environment where audiences can find your content across many different platforms. Earlier this spring, we highlighted video assets and visual assets that support your content, but you should also consider the audio medium.
People on the go don’t always have time to read or watch a video, and having an audio option allows them to listen while doing other things like driving or walking to the train station. Here are several ways brands can turn existing content into audio assets people will actually listen to.
What Content Works Best for Audio Repurposing?
Audio and video content like webinars, interviews, podcasts, and panel discussions are great source material for repurposed audio content. But content teams can also consider written content like blogs, case studies, and thought leadership content. While the former already has audio you can use in your repurposed content, written content simply means recording new audio based on the original piece.
Content that works well in an audio format usually has a clear takeaway, strong storytelling, or insights that feel conversational when spoken aloud. Look for content where you can pull genuinely valuable quotes, tips, stories, or insights. The final product should feel conversational and helpful rather than scripted.
Types of Audio Assets for Content Repurposing
Different audio formats serve different purposes depending on the content you’re repurposing. Some formats work better for thought leadership discussions, while others are more effective for quick social clips.
Podcast Episodes
Podcast episodes are a great way to discuss blog topics conversationally and have deeper conversations with a subject matter expert. Start by picking an article that discusses ideas or trends people in your industry genuinely care about.
Use podcasts to dig further into ideas that deserve more exploration. Instead of reading a blog word-for-word, expand on ideas, explain concepts more casually, and add examples that make the discussion feel more natural for listeners.
Audio Clips
Long-form audio content can be repurposed into shorter clips built for social platforms. Strategically review your podcast transcripts and identify sections or topics that stand strong on their own. Look for moments that answer a common question or explain a complicated topic clearly.
Audio clips like this can be shared in many different places online, like LinkedIn, Reels, YouTube Shorts, and TikTok. If you’re sharing clips on video-first platforms, pair the audio with captions, simple motion graphics, podcast footage, or branded visuals to keep viewers engaged. Captions are also important for social clips since many people scroll with the sound off.
Narrated Articles
This is one of the more simple ways to repurpose content into the audio format, but it serves an important purpose. Narrated articles help make your content accessible for visually impaired people, and they’re also a great resource for people on the go. Articles that explain a process, answer common questions, or break down industry trends often work especially well in audio form.
Webinar Audio
This is a low-effort type of repurposing that contains a lot of subject matter expertise. Go through your webinar transcripts and identify the most useful insights, stories, or guidance for your audience. A single webinar might include multiple clips from different subject matter experts.
Pick the most engaging audio clips, and decide which channels best fit your audience’s listening habits. A dedicated newsletter audience might respond well to embedded audio, while LinkedIn audiences may engage more with short expert insights tied to industry conversations.
Audiograms
Audiograms combine audio clips with captions and simple visuals that make the content easier to share on social media. They’re especially useful for promoting podcasts, webinars, and interviews in a format people can quickly engage with while scrolling.
Keeping Audio Content Clear and Engaging
Whether you’ve created a podcast episode or shareable social media clips, look into best practices for producing audio content that engages listeners. Audience behavior varies depending on where audio content is shared, so it’s important to think about where and how people will listen before publishing clips.
Clip lengths depend on the channel you’re sharing on. While social media users on TikTok and Instagram prefer shorter clips, LinkedIn users may spend more time with longer industry discussions. Short clips usually work best when they focus on one idea at a time. Trying to fit too many points into one clip can make the content harder to follow.
Reaching Audiences Through Audio Content
Audio content helps brands stay connected with audiences in moments when they can’t engage with visual content. Whether someone is commuting, exercising, or multitasking during the workday, audio creates another opportunity for your content to reach them. Connections Marketing helps businesses identify repurposing opportunities and adapt content for different platforms and audience habits. Reach out today to learn more about our content repurposing services.