The gap between when your content airs and when your audience is available to hear it is enormous. And that’s a shame because you work too hard creating the content for it to go unheard. A strategy to repurpose to audio on-demand closes that gap. It’s the most direct form of repurposing because there’s a very small learning curve, no new format to master, and no production overhead. The segment exists. Edit it, post it, and make it findable.
The biggest benefit, though, is ratings. When markets measured by PPM repurpose to audio on-demand, there’s a potential ratings windfall. For details on how to capitalize on it, go here.
Repurpose To Audio On-Demand: Choose Wisely
Most shows that offer on-demand audio are either posting everything (which buries the best material in a sea of average content) or posting inconsistently (which makes the library useless). To get value from on-demand audio, treat it as a curated product, not a content dump. In practical terms, this means making it a key part of your strategy rather than a task to check off the daily list.
A fundamental rule for all recycled content:
Only “A” material earns a place.
That should be easy if you’re only producing “A” content by leveraging the power of recycling.
Here’s why it’s so critical. Every piece of audio available on demand is a first impression for someone who’s never heard your show before. A listener who finds a segment on social media or your website’s on-demand page and clicks on something mediocre doesn’t come back. A listener who finds something great could become a fan. On-demand audio is marketing as much as content.
The editorial test is simple. Would you be proud to send this to someone who’d never heard your show before as an example of what you do? If yes, it goes up. If you’re hedging “It was pretty good,” “The first part was strong,” or “It wasn’t bad. I think it’s good enough,” leave it out.
The best candidates for posting are key feature episodes that represent the show at its best, listener interaction segments with strong host moments, and personal stories that generated an emotional response.
Weak candidates are time-sensitive information segments, anything with time or date references that couldn’t be edited cleanly, and segments that lose something without the surrounding context.
