Podcasting is one of the most effective mediums in the modern world. With a microphone and some free editing software, individuals and businesses can spread their message in the form of on-demand, internet-based audio shows.

According to stats released in March 2018, over 44 percent of the U.S. population has listened to podcasts. Up to 80 percent of podcast listeners stay tuned for all or most of each episode, averaging a total of seven shows per week. When one looks at the growth of podcasting over the last five years, it has been an explosive upward trend that doesn’t seem to be ending anytime soon.

With the incredible popularity of podcasting today, it should come as no shock that businesses are becoming more involved in this growing medium, whether through advertising or creating shows of their own. But those who produce a podcast and stop there are missing some beneficial marketing opportunities. It is possible to repurpose podcast content, extending its reach far beyond the listening audience.

Here are four practical ways to repurpose podcasting content for maximum engagement.

1. Transcripts/Show notes

The most successful podcasts have a website. While some see this only as a place to host their audio content, others have made it a resource for their listeners. Many podcasts have created online communities where listeners can come together to share ideas and bond over their common love of the show.

A standard feature of podcast websites are “show notes” or transcripts, wherein all or part of the show’s audio is compiled and written out, either as an outline or a full-blown retelling. This is effective because it allows users to share quotes and content easily. Also, if the host references an article or video in the show, this gives them an opportunity to link to it.

Transcripts also help with visibility, allowing Internet searchers to find the show while looking for similar content. That being said, it is important to ensure that a podcast’s website is also SEO optimized for maximum exposure.

2. Video content

There are many ways to turn a podcast into a video show. Video content is easily shared on social media and increases a show’s reach. YouTube is one of the most visited websites in the world, but many don’t see the appeal of putting their content on Google’s massive video-sharing platform.

The most effective way to repurpose podcast content into this platform is to shoot video while recording the show. Since many podcasts operate using Skype, there are many video-recording programs which can capture all sides of a Skype conversation. This is especially helpful for big interviews that the listening audience would want to see.

Google Hangouts has a feature which allows podcasters to live broadcast their show directly to YouTube. The focus of the video shifts to whoever is speaking at the time.

The simplest way to place a podcast on YouTube is to overlay a static show logo over audio and upload that video to YouTube. Services like YouTube Red, which is gaining popularity, allows YouTube to be played in the background of a mobile device, or while the screen is deactivated.

Outside of YouTube, there are other apps out there that make turning podcasts into video content a breeze.

3. Visual graphics

Podcast content become slide presentations and infographics as well. Using a slideshow program like PowerPoint or Slideshare, a podcast’’s audio can run while a moving presentation shows the content through text, images, video and more.

Infographics are popular and easily shareable. Hosts can feature some of their more popular content in the form of charts, graphs and images overlaid with text. It is best to include the show’s logo in this as well for maximum exposure and consistent branding.

4. Social media

Outside of iTunes, podcasts should live on social media. Every show should have a brand page or a Facebook discussion group. This gives the audience a place to congregate and share content with fellow listeners and the show’s hosts. While using a show’s website is also helpful for this, social media platforms are more frequented, and the potential to draw new eyes to podcast content is far greater.

Facebook is a great place to share some of the videos, links, transcripts, and infographics. With the click of a button, audience members can share content, extending a podcast’s reach exponentially. Features like Facebook Live also give hosts the ability to directly interact with their audience verbally outside the confines of the show.

Stand out in the crowd

The beauty of podcasting is that anyone can do it. But because anyone can do it, the medium has become crowded. Repurposing podcast content is one of the most effective ways businesses can extend their show’s reach and increase visibility.