If you’re dedicated enough to have your own legal publication and your own podcast, there are a number of ways you can use the two to play off each other—and drive additional traffic to both in the meantime.
For starters, podcast episodes can easily be translated into blog posts. This doesn’t just mean copy and pasting a transcription of the episode, but taking some time to present a nice recap of the individual shows. There are a number of ways to do this—here at LexBlog we have our own method but many firms and organizations in our community go about it in a different way.
Provide a bulleted list of topics discussed
When we turn This Week in Legal Blogging episodes into blog posts, we include a bulleted list with timestamps of topics discussed. Now, you don’t have to go as far as pulling the timestamps like we do—but it’s helpful to let your blog audience know what key conversations happen in the episode.
Harris Bricken does something similar with their Global Law and Business podcast. They provide their own bulleted list of what was talked about in the episode alongside links to some of that information. While there’s bound to be some overlap between your blog readers and your podcast listeners, this is a great opportunity to introduce some new listeners to your show. You just have to make sure you’re taking the time to tell them what each episode is about.
Here’s an example of a blog post from their team highlighting the podcast.
Write a unique post for your best episodes
This is a hard one to do if you regularly publish an episode a week. But, if there’s a bit more time between your episodes and you’re more of a blogger than a podcaster anyway, this is a great option. Bill Griffith, who hosts Larkin Hoffman’s podcast, Finding the Future, wrote an excellent piece a few weeks ago on his most recent episode (it even made it into our weekly Best of Law Blogging).
When you put this much effort into a blog post for your podcast, you’re bound to have some of your readers head on over and check out the other medium where you produce content. Griffith includes a lot of prominent quotes from his guest Josh Castle and threads everything together in the way you would any other post on your blog.
Here’s Griffith’s 10/10 post using his blog to promote his podcast.
Include a transcript if your episodes aren’t too long
For a 30-minute episode like the ones we do on This Week in Legal Blogging, putting the transcript of the show into a blog post wouldn’t be very helpful. It would be too long and probably overwhelming for anyone who clicked on the piece. However, if your episodes are on the shorter side, providing a transcription is a great idea.
Proskauer hosts a show called The Proskauer Brief: Hot Topics in Labor and Employment Law. Their latest episode comes in just under 10 minutes—a perfect length for including a transcription in a blog post. There’s no need to “hide” your content and try to get your audience to visit the other medium for the entire thing. If someone likes your work, they’re going to check it out.
They even give a shoutout to their blog during this podcast episode. Just as you can use your blog to promote your podcast, your podcast can drive traffic to your blog.
Check out their blog post dedicated to their podcast.
You can get creative with how you choose to cross-promote your content—these are just a few examples. But odds are if someone is interested in your written work, they’d at least check out a podcast on a similar topic, so be sure to let your readers know you produce content on multiple mediums.