Are you missing out on 47% of all your listeners? Here are 3 platforms to create and automate audiogram distribution

By Jim James,
Founder EASTWEST PR and Host of the SPEAK|pr Podcast

How do you take the audio that you’ve got from a podcast or an interview and make that into a video which you can share that across multiple platforms? The answer is turning it into an repurposing it. Apparently, whilst YouTube is not a music platform, reports show there are more people listening to the audio content on YouTube than anywhere else. In fact, YouTube attracts 47% of all music streaming time, and it pays over a billion dollars to the music industry for advertising each year. You might be looking at Spotify, iTunes, Podbean, and the growing number of podcast platforms, but if you’re missing out on YouTube and Vimeo, your audio content is not going to get noticed in the way that it should.

Music Consumer Insight Report says that people are quite happy to listen to the radio on YouTube, and the key message from this report is that you don’t need video on YouTube to be successful, which is something not many people are aware of. When podcasts are uploaded to YouTube, you can double the size of your show and your digital footprint. Not everybody’s got a podcast, but most people now are aiming to be on one, and not knowing where to put that content can be a problem, which audiograms solve.

Amplify your message using these automation tools

Content distribution under the lens of the SPEAK|pr program is about automation. Amplification is possible now, even for small businesses thanks to the tools and technologies that are available today. One of the key problems with YouTube is it only acceps mp3 audio files. If you work on GarageBand, it creates m4a files, so that means you would have to convert your audio. One platform you could consider for hosting is one Castos. Using their professional user account, it has an automatic feed from your RSS to YouTube along with other features, and this costs $40 a month. Buzzsprout currently doesn’t offer this, but if you get your podcast or other audio content listed on a platform that already has a direct feed to YouTube, that would save the job. 

Another app you can use is Headliner. It automatically pulls the audio file, so there’s no need to download and re-upload the file, saving you from having to do a lot of work. With a free account, you can share your content directly to social networks, have an unlimited watermark, get a transcription of each video, and you can upload up to 10 videos per month. For $12.95 a month, you have those same features except that you can have unlimited videos plus an option to use their stock footage and images. So, Headliner may be a useful way to get your podcast content uploaded, distributed, and also subtitled. 

Repurpose is a platform used by over 10,800 solopreneurs, coaches, consultants, podcasters, authors, and influencers working on their plan. They add your RSS feed from your original hosting provider, and they automatically repurpose unlimited snippets and turn those into trailers. It can convert audio to video, and vice versa, and it can also reshape the format of the video into a square or vertical shape. That’s really useful, especially because different plaforms prefer certain formats of their content. For $20.75 a month (which is billed annually), you can connect five social media platforms including YouTube, Twitter, and SoundCloud. If you’re willing to pay a bit more, then with their agency plan which is $104 a month, you can also upload to Facebook, YouTube, Dropbox, and Google Drive. They have an interim plan at $12 a month, which enables you to send content from Facebook. John Lee Dumas, who has one of the world’s greatest podcasts called Entrepreneurs On Fire, says that he uses Repurpose because it automatically creates a video for each of his podcasts, and that saves him lots of time. John Lee Dumas publishes every day, and he has nearly a million followers on his podcast, so if it’s good enough for him, then it may well be good enough others as well.

Recycle your content and keep in mind the 20-80 rule

The main message is that when creating content, whether it be an interview on the radio, text, a podcast, or a video, there are tools out there that you can use on a basic level for free, or you can upgrade for a minimal fee to a plan that enables you to automatically distribute your audio to video without getting involved at all, because it pulls directly from your own hosting service. This is the secret to the Amplification part of the SPEAK|pr program that stands for Storify, Personalise, Engage, Amplify and to Know. The key to Amplification is automation, so if you’re creating content of any kind, how can you reformat it so that you send out the same content but in different forms?

There’s one formula being used by people in digital which is the 20-80 rule, and it says that 20% of someone’s time goes into content creation, and 80% goes into the marketing and distribution. Of course, technology is man’s friend. It no longer means you have to spend 80% of your time doing distribution. Just do some research, set it up, and then 80% of your energy and maybe your budget may go into it, but it doesn’t have to be 80% of your effort, since the technology is there to help you do that. Don’t forget: YouTube is over half of the audio, even though you think of it as a video channel.


This article is based on a transcript from my Podcast SPEAK|pr, you can listen here.

Cover Photo by ConvertKit on Unsplash

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