How Podcast Hosts Can Leverage Existing Content to Ease Production Stress

In this episode, we’re diving into a topic that’s super close to my heart – what to do when life throws a curveball and recording a fresh episode just isn’t in the cards. We’ve all been there, right? Sometimes, despite our best plans, we can’t get to the mic. But don’t worry, I’ve got a few strategies to keep your feed flowing and your listeners engaged.

Here’s the deal: I’m a huge advocate for making the most of what you’ve got. That’s why I’m all about the power move of re-releasing an existing episode. But it’s not just about hitting the replay button; it’s about being smart and strategic, and that what we’re breaking down as we kick off this episode. 

I’m a big believer in having systems in place – it’s like having a secret weapon. You want to be able to grab those past episodes and marketing assets without having to dig through a digital mountain. And let’s not forget about repurposing content from other platforms. There’s gold in those hills! It’s like having an ace up your sleeve for those just-in-case moments. My goal here is to help you keep that podcast train rolling smoothly, no matter what life throws at you. So as you listen to this episode, start building your own process and document it for your team.

00:02 – The importance of understanding the context and timing of evergreen content before re-releasing it.

00:08 – The process of re-releasing an episode with updated branding and marketing assets to align with the current context.

11:00 – How to ensure relevancy to NOW with a previously released podcast episode

23:00 – When to build your re-release SOP and what to include

24:00 – If you’re not ready to re-release a past episode, what can you do to drive attention to what you’ve already shared

28:00 – Still want something brand new, but don’t have the capacity to create from scratch? Do this instead.

Mentioned In How Podcast Hosts Can Leverage Existing Content to Ease Production Stress

Podcasting for Profitability Roundtable

Podcast Strategy Intensive

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Stacey Harris (00:00:00) - Sometimes a new episode is just not in the cards., maybe it's. I don't have capacity to record. Sometimes it's. I don't know what to record, and I don't have the capacity to make that decision right now. Sometimes it's A, B, C, and D fell through., and so we need a plan E because it needs to happen now. And that's what I want to talk about today because this is an inevitability. This is not a matter of if. It is a matter of when something will come up, something will throw you off your plan. This episode is to make sure you're ready for that today. Welcome to the More profitable podcast with Stacey Harris. I'm Stacey and this is the spot. To learn more about the strategies, tactics and tools you need to build your more profitable podcast. My team and I work every day with podcasters like you to shift shows from frustrating time sucks to productive members of your sales team, because your show should be built to generate and convert leads.

Stacey Harris (00:01:01) - So let's get into it. Welcome back. Welcome back to another episode of the more profitable podcast I. I love this conversation because it will help bring things to the surface., we talked to Molly Watts months ago now, I think, and a last, I don't know, several several episodes back. We will we'll I'll put a link to it in the show notes for you. But we talked to Molly about her time in the more profitable podcast or mastermind. And one of the big things for her was the ability to,, rerelease an episode and not not for anything other than it had really never occurred to her that she could not have a brand new episode, like the idea that she didn't keep to that schedule. Took some real, real thinking through some real, some real sitting with. And. That's not unique. That's a really common conversation I have with with people. And that's one of the reasons the, the, the middle part of the more profitable podcast or mastermind, is about a repeatable series.

Stacey Harris (00:02:19) - It's one of the reasons I regularly intentionally rerelease stuff on this show so that you can see it happen. It's why I run a repeatable series in August every year. Stay tuned. It'll be coming up soon. No matter when you're listening to this, it will be coming up at some point. And I want I want to address this because there is a certain inevitability. There is a certain like. Absolute truth, similar to the truth that the next door neighbor's landscapers slash construction slash roadwork crew will arrive.

Stacey Harris (00:02:59) - Especially if this is.

Stacey Harris (00:03:01) - Your only chance to get some recording done. Yeah, as inevitable as that is, this will happen to. And honestly, that's a great example of how this ends up happening, right? Is I had one window to record and. The environment is not optimal. We could not. We're not set up for success right now, whatever that may be. Sometimes it's mental capacity. Sometimes it's time capacity. Sometimes it's a lack of inspiration. Sometimes. For whatever reason. It's just not going to happen.

Stacey Harris (00:03:36) - And again, this is inevitable. We're all there. So what do we do? What? What do we put out? Do we just skip? Do we? Do we say something? I want to talk through this because a I want you to spend some time. Assessing your own comfort level. I'm going to give you three options on things you can do instead of recording a brand new episode this week. I'm going to give you three options. And as we're going through them, I want you to assess your own reaction to them. What seems like yeah, I could totally do that. And what seems like okay, maybe. And what is it like? Oh no no no no no no, not for me. An immediate hard. Just flat rejection of this whole idea. What does this bring up for you? Because until you can assess where you're at with this, we can't prepare these things. And I would really recommend you have an understanding of what you could pull to use these three examples.

Stacey Harris (00:04:45) - And I also recommend you having this documented somewhere, especially for those of you with a team for, for, for you know, if you're somebody who who has support and and I don't even necessarily mean podcast production support., certainly if you have podcast production support, this needs to be done., if you or somebody who works with us, this is already been done., but for for someone who has maybe a VA on their team or an OB or is working,, with a couple of support members or who's, like, working with an editor, but not not like a production team. Put this together. Have in your project management software. What these things are, where to get them, how to do this. Get these things ready. Use this episode as a way to build your soap. To build. You know, the little asset that goes behind the the the glass that is breaking case of emergency. Because there will be situations. Where each of these solutions work better than others.

Stacey Harris (00:06:02) - And again, we're going to. We're going to dig into them in just a moment and talk about some some context and some timing and when would work best. But I want you to have this ready before you need it. And I'd argue that if you've been podcasting for a little while, like north of six months to a year. It's time right now. And if you've been recording and producing and releasing a show for longer than that, it's way overdue. Once you hit the six month mark with a podcast, you should be able to put each of these options together. Once you hit the one year mark with a podcast, you should be able to put a couple versions of this together. And once you hit the two, three, four year mark, you should be looking at where these get updated regularly. Before we dig into that, though, I wanted to sort of nudge you, let you know, remind you we have another podcasting for profitability roundtable,, coming up this month. So if you would like to join us for that podcast or Q&A, come and join us.

Stacey Harris (00:07:13) - Head on over to uncommonly to reserve your seat and submit your question. I always prioritize questions submitted before,. At the top of the call. If you don't know if you haven't joined us before, there is not a replay for this call. We do not share a replay. This is for the people in the room. So if you would like to get some support, if you would like to hang out, if you'd like to get some questions answered. If you'd like to connect with some other podcasters, again, reserve your spot and make sure you join us uncommonly more. Com slash roundtable has the date and the time and all of those deets. I will, of course, see you there. Let's dig into this. Let's talk about the three things you can do instead of recording a podcast this week. Let's say it's Monday and you release your show on Thursday. And it's like time you're like. It's time to record. We have got to get an episode out, but I don't have time on my calendar.

Stacey Harris (00:08:15) - I don't have time on my schedule. I don't have time in my brain. I don't have thoughts that I can devote to this. They don't exist. There's there's nothing. What can you do? Number one. Number one. And we're going to we're going to start just real strong here. You can rerelease an existing episode. And let me just tell you that for every one person I tell this to, that's like. Obviously like, duh, there are five people who go, oh, you can do that. Seriously. I mean, I need you to know that because it doesn't matter where in that spectrum you fall. You're not alone. Either. It's dismissed immediately. To which my follow up question is like, okay, cool, when's the last time you did that? And they go, oh, well, I don't really release episodes. Or they'd give me the six reasons why their audience would never tolerate such a thing. And I go, have you tried it? No.

Stacey Harris (00:09:26) - So how do you know they won't tolerate it?

Stacey Harris (00:09:28) - Because that's frequently the assumption.

Stacey Harris (00:09:30) - And I'm going to say almost just because I don't want to speak in absolutes here. Because, you know. Nuance and specificity and. Remaining open to information and data at all times, right. But like. Very nearly. Almost all. I can't think of the exception, but I'm sure there is one. Anytime we've rolled this out in our own show with client shows., if we've had people in our mastermind go and test this theory, we've had people post roundtables, go and test this theory. We've had people in intensives test this theory, and I can't think of a time where it went poorly. I can't think of a time where it devastated the data and people were like.

Stacey Harris (00:10:19) - No.

Stacey Harris (00:10:20) - I can't think of a time where it negatively impacted downloads. It resulted in negative feedback from listeners, none of it. And we've done every version of it. We've done the we've got a bumper at the front of the show that says, hey, this is a rerelease. We've done the rerelease and mention nothing of it.

Stacey Harris (00:10:39) - We've done a rerelease that we numbered as a new episode, and it went out and it was like, cool. We've done them a year apart, six months apart, four years apart. We've got one coming out very soon with a for a client that I think is six years after the original conversation aired. It's got a new bumper. To give it context. But yeah. Yeah it was. I can't think of an instance where there was negative feedback. So if you're if you're on the side of things where you're like, well, I could never. Maybe you could. What's the harm in trying? So let's talk about what does it look like? What does it look like to rerelease an existing episode of your podcast? So first, it depends, I know. Resist the urge to like, smack. The speaker. Right? Like. We're going to go through a couple of versions of this, but it does depend. This is where., your perspective. Your relationship with your audience, your understanding of your show plays a role.

Stacey Harris (00:11:48) - Also, the context of the episode plays a role. So let's start with this. Let's say you've got a very evergreen episode, which does not point to the calendar season in which it was recorded that was recorded. And released. 12 to 24 months ago. So a year to two years ago., and it's it's kind of an FAQ kind of episode, right? It's it's honestly not dissimilar to this episode here where we're talking about something that could really go anywhere. You know, when I release this episode, it could be April, it could be December, it could be June, it could be any of the 12 months of the year. It could be any quarter. It could be any season. A because this speaks to. An understanding of how we work and how we think about the thing we do, but also because it is not directly tied to the promotion of any one offer., and so it works for kind of all of our leads, regardless of what kind of offer they're going to be going into, they need an understanding of our perspective on podcasting.

Stacey Harris (00:13:07) - , and again, it's not tied to any one thing. So let's say this was tied to the profitable podcast or mastermind, and we run that as a small group program. So you can only buy it the 2 or 3 times a year. We open the doors,, in the 2 to 3 weeks that those doors are open, because that's really all all the warning, all the warning we give you., so there's not like a huge way for me to, let's say the doors closed in December and we're running this episode in February. It would be kind of weird if it was really tied to the thing we closed the doors on in December, right? So we've got it tied to not any one specific offering. It is a high level view of how we think about what we do, how we approach what we do., I think of these as kind of like the values episodes, right? Because we're thinking about. How we approach the thing. We do our take on this space.

Stacey Harris (00:14:07) - Right? Okay. So we've got those two things. It was released a while ago. There's really nothing that would require context here, right? In that description. There's nothing that if you heard this episode, you'd go, oh God, that that came out a while ago, right? Then I recommend. And we've done this. Just releasing it. Schedule it as if it were a new episode. The asterisk here. The caveat here is, the thing I would make sure you adjust is the promotional graphics, the episodes, marketing assets, because I want to make sure that they're aligned with now. So a really good example of this is this show hasn't always been called the More Profitable Podcast. It used to be called uncommonly more with Stacey Harris.. If the episode I wanted to rerelease had come out with. The branding of the previous name. Uncommonly more. I would swap out our intro and outro so that the branding was a match. I would also update the marketing assets and any graphics that went on the show notes page, the podcast episode graphic that goes up in the player, those kind of things.

Stacey Harris (00:15:31) - I would make sure all of those reflect the current branding, but the content itself. Wouldn't change a thing. It would not put a bumper. I also don't mark them as rereleases or best of or repeat or relisten or any of the other,, sort of badging and labeling. You'll sometimes see people do with rereleases because this content is evergreen. And. There are. It's so funny. This came up really, really recently., we released a couple of rereleases in the last few months, and I had somebody who has been a long, long, long time listener of this show email me and say, this is such a good episode. I'm so glad you talked about this., and it's somebody who I know listens to very nearly every episode of the show, if not every episode of the show. And in this was an episode specifically that they emailed me about that we had that we had originally released like eight months before the rerelease. And so I was a little nervous. And somebody who we would put in, you know, a pretty high tier as far as consumption rates of this show emailed me to thank me because it was a great episode, and it was exactly what they needed to hear.

Stacey Harris (00:16:57) - I guarantee you this person has heard this episode before. And quite honestly, they've heard me say everything I said in that episode before, but it hit at the right time, right? We've all had that moment where we're sitting there listening to someone at a at an event, or we're listening to a podcast on a run or whatever, and we hear something that we know for a fact we've heard before. And that's the moment it sinks and you're like, I get it now, right? The light bulb goes off, the click happens. The action is instigated in us. It doesn't have to be a new episode to do that. And I'd argue that you've put out some pretty good stuff that could stand to do that to a new group. And that's really what it comes down to, because a bunch of the people who listen to the show now didn't used to listen to your show. These things have a cycle. Everything's got a life cycle. And there's always new people joining. There are always new ears.

Stacey Harris (00:18:06) - Finding your show. And so if you've got an episode that is fundamental. Maybe it's one of your top downloads. This is always the place I look first when I'm looking for rereleases. What has already hit. What is already working. What are they already looking for? That's what you want to rerelease. And if the situation we've been talking about matches that episode as far as like there's no like date context, it's not tied to any one specific offer that's currently unavailable. Maybe it is tied to a specific offer, but it's something you've got open all the time. For example, spoiler alert the call to action at the end of this episode is going to be to check out our podcast Strategy Intensives, because I've got some spots open in the next couple of months for intensives that I love, love, love to have you come hang out with me for. That's open all the time. Very rarely do I not have intentions open. Now, they may not be open for tomorrow. But usually if we go 3060 days, we can find you a spot for an intensive.

Stacey Harris (00:19:18) - And so that kind of offer being directly tied to this makes total sense because it's an evergreen offer. So as long as you don't have a time sensitive offer, that is sort of the core call to action core sales piece of the episode, just rerelease it. Now let's shift gears. Let's say that the episode does have a timeliness to it. Well, number one, does the timeliness in your episode make sense right now? If it's all about an end of the year audit you should do on your branding assets. You probably don't want to run that in July. But you could if you give it context. If you put a 32nd to a couple of minute bumper at the front of the episode that says, hey! Don't immediately tune out when I say this. And of course make this your own. But don't immediately do that when I say this. But this is an episode I shared two years ago as we wrapped up the end of the year as a way for people to check in with their branding, make sure their assets are where they need to be, and you are all ready for Q1.

Stacey Harris (00:20:39) - Now, this isn't only important to do at the end of the year. Maybe you run on a fiscal calendar. Maybe you just have a little more space in the summer than you do at the end of the year. This is a great thing to do. If right now you're experiencing a summer slowdown, or if right now you are looking for great low energy business ideas you can do by the pool. Whatever the angle you want to take on it is, and then you run them right into the episode. This way, when they get to whatever it was that caused you to need to add context, it makes sense. We've got a client who were prepping a rerelease for Weir. It'll be released by the time you hear this, but. It's from an interview she did six years ago. Her business has evolved. She's changed. Like what she's talking about has shifted. The reason she's sharing the content and this conversation now is different than the first time we released this episode. And so she recorded a, I don't know, like 3 or 4, maybe five minutes long at the most bumper intro, really.

Stacey Harris (00:22:01) - It's less of a bumper at 3 to 5 minutes. It's an intro to give context. To lay in relevant calls to action now. And yes, this one did take a bit more effort because we had to go in and clean up some things that were no longer relevant in the episode.. Remove old calls to action, things like that. But it allowed us to get a really valuable piece of content out without reinventing the wheel. And for her instead of recording a 40 minute interview. Because this. Thing we're rereleasing is an interview. Instead of rereleasing another 40 minute or recording another 40 minute interview. Instead of recording a 20 minute solo, she recorded me a five minute intro. And we were able to reuse this really valuable piece of content. Again. In a way that was really relevant now. Both for listener and for host. All right. This is the one we were going to spend the most time on. And that's why I wanted to do it up front. Let's dig into the other two things you can do.

Stacey Harris (00:23:19) - Let's say all of this also feels like too much. And you're like, I don't have that capacity. I don't have that time. I would say, if this is where you want to lean, having this ready to go as an SOP, knowing what these episodes are. And what might need to be done to them, having them marked somewhere. Having a producer who has their eyes. I said her, but I meant their their eyes on this. Like I said, this is something we already know for our clients. This is something I already know for my show. I have a I have a pool, I have a list and they have notes. Hey, this would need hey, this has but could be removed. Or hey, this can just be pulled and dropped. I've got those notes. I've got that set aside. If this is something you want to have in your back pocket, that's something you need to set up now. Let's dig in to number two. Let's say I don't have the capacity to do that.

Stacey Harris (00:24:18) - I just need I just need to to have an episode. Then I would say you're still going to rerelease something, but you're not going to rerelease it to the feed. What you're going to do is you're going to remarket an episode. This episode could be something that came out in the last several weeks, the last couple of months. It can be much, much more recent. Because you're only going to do the part of the episode that is marketing. You're not going to rerelease it to your host. You're not re uploading it. It's not updating any show notes. We're not creating any new marketing materials. This is very simply just us. Going in. And talking about an episode, sending the email, sharing on social, doing those pieces. I like this because it can be decided, actioned on and done. In most cases, like 20 minutes. Again, I recommend having. Having these ready to go, having these somewhere where you can pull them easily and say. Breaking case for emergency market.

Stacey Harris (00:25:37) - These episodes.

Stacey Harris (00:25:40) - , that that that speeds things up. I'm going to be honest that that's the longest part of this is knowing what you're going to rerelease., but once you have that information, once you know what you're going to rerelease, go in, write the email bonus points. And I highly recommend you do this if you save the emails you send with each episode. So save it in the, you know, depending on how you organize your show. Save it in the folder with all of the other marketing assets., for us we have this we use I think we've talked about this extensively on the show, but we use as our project management, work management, whatever they're calling it these days., platform, it is basically our office. It is our virtual headquarters,, and linked inside of our dashboard for the more profitable podcast. There is a column that links to emails. And so I can pull up an episode and literally click a button and see the email I sent to market that email so that I can go in and I can just resend that same email.

Stacey Harris (00:26:52) - I can go in and repost that same social. I'm not reinventing anything. I'm just sort of re stacking the dominoes so that I can push them over. This can be a great option if you do not even have the capacity. To prep something for the feed. Again, this becomes way easier to action and more importantly, have someone else on your team action if you have this ready already. If you have a system and structure in place for your podcast where these things are findable. So if you don't work on that. But if you do, make sure this stuff is ready to go. Because that way you can just say, hey. Joey. I'm not going to be able to release an episode this week. Can you go grab episode number 4 to 32 and schedule it as if it were a new episode? As far as marketing is concerned? And everything will be there and they can run with it, but you have to have that set up in advance. The third one, because we're getting a little chatty here, and I want to wrap it up and I want you to go.

Stacey Harris (00:28:04) - Action on this stuff is repurposing content from elsewhere. This is the one that is going to be your biggest lift. So if as we're going through this, you are still firmly. And this is why I saved this for last. If you were still firmly, I could never. Then this is it. You're going to need to pull something from somewhere else. Have you been a guest on somebody else's podcast? And it was a great conversation and you got really good feedback. Reach out to them and say, hey, I'd love to share this episode to my own feed as well. Do you mind? Could you send over the edited episode? You could also ask for the raw episode if you want to like, have your own team produce it. I would add a bumper to this. Otherwise you're really going to confuse people and say, hey, I had a great conversation with Jill on her show., we talked about A, B, and C listen for where I really hammer in on X, Y, and Z.

Stacey Harris (00:29:14) - And then release it. This is a great thing to do. Let's say you did a webinar recently, and it was fantastic and engaging and a great asset for sales and marketing. Cool. Cut part of it out. Release all of it. Again, I would recommend a bumper, especially if you acknowledge the people watching. I see you Facebook Live repurposes like let them know hey, you're going to hear me mentioning some people's names. It's because we did have a audience in the chat. We had, you know, our our viewers in the chat sharing things and I'm answering their questions. That's it. Very simple. Maybe you were on stage at a speaking engagement recently, and there they took a video. Repurpose it. We had a client do this with,, some live event. They she she hosted a live event recently, and we repurposed some of the recordings from that live event into podcast episodes. A bunch of them, a handful of them., there's such good episodes and they are such good assets around what it feels like to be in the room.

Stacey Harris (00:30:26) - What happens at the event? What is the quality and caliber of content being shared? Because we've all been to the event where we were like, you really charged me admission for this. I could have caught that anywhere. And so now, when she hosts this event again, the people she's selling tickets to have context for what happens in that room. Why it's valuable, why it's engaging, why I want to be there. So where can you be repurposing things that are already working on other parts of your business? Guest appearances that already went well, speaking engagements where you already got great feedback. Webinars you already saw, convert social media posts that went viral. If you're getting good feedback on something, let's find a way to be using it on the podcast. This does not have to be. You sit there and think of something brand new every time. If you can at least start by taking that step. Of this can be something I created elsewhere and I bring it to the podcast. So it is a new episode of the podcast.

Stacey Harris (00:31:28) - But it's not from scratch. It's not something no one's ever heard before. If you can do that, you can start to buy yourself some space. And I'd highly recommend if again, you listen to me talking about version one and two of this and we're like, I could never. If this option three this repurposing content from elsewhere. If this is going to be your break in case of emergency, I would suggest having it ready. Having a backup episode that sits in a folder that is your. Yep, we gotta use it. Maybe something had to get pulled. Maybe something fell through at the last minute that you were counting on working out, like scheduling of an interview or whatever. Your neighbors got real noisy. Whatever it is, I want you to be able to take action quickly. And that means having this ready. And so if you did a speaking engagement or a webinar recently. That worked really well. Turn it into a piece of content. Record the intro. Put it together and have it sit in a folder.

Stacey Harris (00:32:38) - Because there will be a day. It comes in handy. I promise it is an inevitability. All right. This one went a little long. I'm going to wrap it up. I got a really chatty in this one. I hope it was helpful. I know it was helpful. I want to know where you fall in the spectrum, though. Because. I have worked with clients who felt everywhere, they all work their way to being okay with the first option because they see what a relief this can provide, and they see what a value it can be for the audience to hear something again. And oh, by the way, for those who are brand new, they're still hearing it for the first time. And instead of having to climb through the muck of your 50 or 100 or 200, or in my case, 600 plus episodes and find this jewel. You're just presenting it. You're bringing it right to the top of the pile. Understanding what episodes you should use. If choosing the right episodes for you to build into these sort of breaking case of emergency boxes are on your to do list for the next couple of months, it's a great thing to do in your podcast Strategy Intensive.

Stacey Harris (00:33:50) - I would love to sit down with you. We do have some spots opening up over the next couple of months, so head on over to uncommonly Morcombe slash intensive to book yours. Now you can grab a chat with me beforehand to make sure it's going to be a good fit. See what's looking, what everything looks like., and then we will get you on the calendar. We generally book them in, like, the next 30 to 60 days., but we do have options for extended payment plans. If you want to schedule something a little further out. All right. Thank you for hanging out. I will see you right back here next week. Thanks so much for listening to the show. Remember that content consumption does not make changes, so commit to doing something from today's episode. Maybe it's taking action on what we talked about. Maybe it's reaching out to me and learning more about podcast strategy intensives or what podcast production look likes with our team. All of that is over at uncommonly Morcombe.

Stacey Harris (00:34:46) - And if you haven't yet signed up for the podcast newsroom, I want to remind you that is a great next step. If you're not really sure what comes next, hang out over there. Get those exclusive private episodes that's over at Podcast newsroom, dot com. And the last favor I will ask because social proof is endlessly important for sure is to leave a rating or review for the show. If you go to rate this, that's the easiest way to do it. But I would love to hear what you thought of the show, what you think of the show, and if the show has been helpful for you. I can't wait to chat with you. So this is just the start of the conversation. Reach out so we can keep you going. Talk soon.

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