How to Repurpose Podcast Content on YouTube with Krystal Proffitt
April 11, 2023
One of my big business goals this year is to repurpose podcast content that I already have onto YouTube. But with a project that big, where do you even begin? I wanted to know how to repurpose podcast content efficiently so I could spend more of my time working on different parts of my business. Parts I actually enjoyed doing…because I certainly am not a natural video editor.
I knew that whoever I interviewed for this episode needed to be someone who truly cared about both podcasting and video content creation…and Krystal Proffitt is exactly that person. Having published over a thousand podcast episodes and over four hundred YouTube videos, Krystal knows what it takes to make quality content without overwhelm and overworking herself.
If the idea of repurposing your podcast content to YouTube is enticing to you—and with YouTube’s new commitment and updates to on-platform podcasting, it should!—this is a must-listen episode.
Here is what Krystal and Erin want you to know about how to repurpose podcast content
Why you have to think from the end in mind when it comes to the content you create from the beginning
The importance of determining what the one platform and/or priority piece of content is
Prioritizing what is more important: audio or video content
How to move forward if you want both a podcast and a YouTube channel
How to make YouTube sustainable for you and your business
Smart ways to repurpose podcast content onto a YouTube channel
Why it’s important to focus on SEO when you repurpose podcast content to YouTube
What tools to use to make titles, descriptions, and tags easier on YouTube
Other podcast episodes and resources mentioned in this episodes:
If a YouTube channel is something you’re planning to build and grow this year, check out this post I wrote for Descript’s blog about the video cameras famous YouTubers are currently using and why some of the options may work well for you, too.
Quotes about repurposing podcast content from Krystal and Erin
“Let us all stop wasting our time by focusing on quantity instead of quality” – Erin Ollila
“Every week, this one piece of content will go out no matter what. And if I get around to all the other things, that is fantastic. But my goal is to always produce this one piece of content.” – Krystal Proffitt
“I think that people think of YouTube, and they think of video watching as if it were Netflix. It is a search channel, period. So especially if you already have content that’s created, and you have these videos that you can repurpose and use over there, your focus, your strategy needs to be on the SEO – Erin Ollila
“Do what works best for you. But also be aware of your bandwidth and what you—if you’re doing this alone—or what your team is capable of.” – Krystal Proffitt
“Rely on tools that are smarter than you—this is my secret weapon.” – Krystal Proffitt
“And when we try something new that’s not natural for us, it feels so hard. We beat ourselves up and think, ‘Why can’t I do this?’…this is new to you. So give yourself a little grace.” – Erin Ollila
Lay out a strategy for your content
Proffitt says, “I would sit down and lay out a strategy. What is going to be your priority piece of content? Maybe it’s your email…Well, how can you add in anything else that you’re doing into that email? So you’re organically feeding the monster, right? So make sure that you have a plan and a strategy for what you’re creating.”
Krystal Proffitt is a content strategist, coach, and host of the award-winning show, The Proffitt Podcast. She specializes in helping entrepreneurs start, launch, and market their content. Krystal teaches the basics of content creation, editing, branding, and marketing through her podcast, digital courses, and YouTube channel dedicated to content creation. She also appears as a Content Expert on other YouTube channels such as Buzzsprout and Streamyard.
Oh, and do you have a connection with Reese Witherspoon? If so, she’s the person Krystal said she’d like to meet. Let’s make it happen!
Learn more about your host, Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.
When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.
Stay in touch with Erin Ollila, SEO website copywriter:
Learn more about Erin’s VIP Day options if you’d like to learn more about how you can hire her to help you with your marketing
Here’s the transcript for episode 068. about how to repurpose podcast content to YouTube with guest expert Krystal Proffitt
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
Krystal Proffitt, Erin Ollila
Erin Ollila 00:04
Hey friends, welcome to the Talk Copy to Me podcast. Here we empower small business owners to step into the spotlight with their marketing and messaging. I’m your host, Erin Ollila. Let’s get started and talk coffee.
Erin Ollila 00:24
Hello friends today I am here with Krystal Proffitt. And you may know her as a content strategist or even the host of the Prophet podcast. But crystal herself actually has this fun fact that she’s about to share with us today. And it is that she are gonna be ready for this friends because I’m dying to know, she grew up at a summer camp. So we’re starting here, jump right in. What the heck happened with growing up at a summer camp? And what happened? Okay, maybe this is silly. But what happened in the rest of the seasons?
Krystal Proffitt 00:59
Well, it’s so funny. First of all, Erin, thank you so much for having me on the show today. This is always a fun story. Because I feel like this is something I talked about earlier in my life. But I don’t typically bring it up a lot. So maybe even my listeners don’t know this. I’ve only mentioned it here or there. But I did. I grew up at a summer camp. So before, I have two older brothers. And so when my parents got married, they got married pretty young. And my dad had an opportunity from this guy that he knew friend of a friend that there’s this summer camp in Athens, Texas, like shout out small town folks, like I grew up in a really small town. And they were like, Hey, do you want to come lifeguard in the seasons? And they’re like, Yeah, sure, you know, so he would go and do it. And then when my him and my mom got married, they offered him a position to be kind of like a groundskeeper. And they could live on the property rent free. I mean, you got two small kids, and you don’t have to have a mortgage. If they were like, yes, like, Sign us up. Let’s do it. And so from there, he like worked his way up to being the director of this, it was, I think, it’s like split down the middle of a highway. So it’s there’s 250 acres on one side, 250 on the other. And we lived on the main side, but I grew up there until I was 12. And it’s, I’m so grateful for it, because it’s the reason why I’m so outgoing. Like I’ve never met a stranger. I was the weird girl like climbing trees and being like, Hey, what are the campers do in this week? And then I’d run across like, there was a dining hall, y’all. I love camp food. I love sandwiches. I love you know, anything that can come like in a quick pot like yeah, like I’m all about it still to this day. And yeah, that’s that’s my story. Oh, I love that. It’s so funny. We were at Crystal and I have a colleague in common. And it’s Andrew Trueblood, who was also on this podcast. And we were talking just how we just really enjoyed her because of like, the presence that she has and how she’s just a real, kind, trustworthy person. And I’m hearing you say that and I’m like, Yeah, I’m gonna go to summer camp with crystal like, we’re gonna go like chowing down on the Lego camp mood and like, tell stories at a campfire? Yeah, I think there’s a little bit something magical about that. And what a wonderful opportunity for your parents to be able to do that. And for you and your siblings, too, right? Like, it isn’t necessarily the quote unquote, norm to think that you’re going to be at summer camp all the time during the summer, summer camp. Yeah. But like, you know, the amount of people that you pre internet days or like pre like online business days, the amount of people you had access to that you met, that wouldn’t have necessarily been in your small group of friends as a child, I just think is really cool. And it’s a special time in your life. I love that. But you’re right, actually, the best transition I can give to actually what we’re talking about today is that it created this
Erin Ollila 03:50
persona for you or you were able to kind of step up, there is no stranger you haven’t met and what a better way to bring that into your business from showing up on YouTube or a podcast or anything like that. So quickly. Tell me a little bit about how you decided to start podcasting and then how you shifted this audio element of your business into something that was visual as well.
Krystal Proffitt 04:12
Okay, yes, I have lots of opinions on this because I’ve made all the mistakes. So if you’re listening to this, and you haven’t started a podcast, or YouTube or any of those, don’t worry, we have that we have a dummies manual for content creators. It’s literally what I live for. But in fact, I was in the corporate world for a while I kind of have the same stereotypical story of like I was in the corporate world that I love. But I actually left for a few years to stay at home with my kids. This was 2014 is when I left that corporate job and I stayed at home for several years and was just in this weird Limbo period of and unfortunately for me, it was right when Pinterest was starting. So the expectations of what a stay at home mom like this is like it’s just hell for anybody. That’s a stay at home mom. In that barrier, because you’re like, wait, all of a sudden, I have to have like this outlandish experience for every single one of my kids parties. They’re, you know, being the homeroom mom, like the expectations were insane. And so it’s just what I did for a long time. And I volunteered and I was running things that like the local library, like I was just in it. And then I hit a point where I was like, What are you doing for yourself? Like, I just, I thought I would have this ultimate level of fulfillment, like how it’s like, especially being in a smaller town, and you know, Texas, it was like, Well, you’re a stay at home mom, I don’t know if it’s like a southern thing or wet, but it’s like you hit the gold mine, you don’t have to work your family is financially secure, you should just never go back to work. And I was hearing this in the community of women that I was around, and I was like, I don’t want to never work again, I want to find something that’s fun for me and fulfilling and can also bring in some income. And luckily, I at that time, blogging was really big. And podcasting had started, but I wasn’t really on that scene other than a consumer of a few podcasts. And then in 2018, I was like, You know what, my blogging mentor started a podcast. And I was like, well, she can do it, I can do it. Like, I know, I can do this, too. And that’s really where it started. And I just didn’t know what I was doing. I did all the wrong mistakes. And lucky for anybody that’s listening, you can go back to the very beginning of my podcast, and all of those episodes are there. I’ve rebranded I’ve changed things up, I’ve changed audiences, but I never went back and deleted all my old stuff. I leave it out there. And it makes me cringe when I say that, because I really don’t want you to go listen to it. But also, I’m like, there’s some lessons in there for you to check out. But in that timeframe, I wanted to start YouTube like to your to your question about like, Well, how do you make this transition? I knew and I’d heard from several people, that video was going to be big. And so for anybody that’s listening that wants to go from audio to video, or wants to jump in to video immediately, I cannot stress enough that you have to think of the end in mind. I’m sure so many of you, you’re rolling your eyes at me right now I get it, I get it. Everybody said this, you gotta be thinking about the end. But what when it comes to repurposing content, and making it super impactful. I know Aaron teaches you about SEO and all the amazing things that you can do with your writing with your copy and everything that you’re doing. But you have to be strategic. From the beginning, the biggest mistake that I see is creators coming to me and saying, Okay, I recorded this podcast episode, it’s done. Now, what can I do with it? And what I teach people is no, no, no, don’t create anything. Don’t record anything. Don’t turn on your mic. Don’t turn on a video, don’t do anything until you have a plan for the five ways you’re going to use it how you’re going to record a podcast, put it on your YouTube, put it in your newsletter, put it on social and then and only then is when you start recording it because that that is the strategy that is how you will have an impact. And honestly, it cuts down on your editing, it cuts down in your marketing because by the time you’ve said a similar message like five or six times if that’s how you’re recording it. It’s it’s a piece of cake. You’re like, Oh, I know how to talk about this subject. I’ve I’m Yes, yeah, just just can’t hit me the Instagram real and I will make it to where I could tell people. These are the five things you will learn in listening to this podcast episode. So I’m sure you have questions on that. But yeah, that’s my story.
Erin Ollila 08:44
I just kind of want to like add, like the clapping sound effects. Yes, yes, this everything about this to more specific things. One, I just absolutely everything about creating the strategy and the plan first, like let us all stop wasting our time by focusing on quantity instead of quality. Let us focus on what is going to be strategic one from the content perspective. But two, from the time perspective, I feel like people fall on either side of those tracks. They’re like people are trying to save time and be strategic from that sense, like talk about batch batching their work and focusing on specific things. But yet, the content is not strategic that will help them like with the conversion factor. Or they’re so focused on the content that they just waste all of their time. But one thing that you said stood out to me because it reminded me of an episode that was just a maybe a handful of weeks ago, where I interviewed Rachel cook about LinkedIn. And what oh, no, excuse me actually not about LinkedIn at all. Rachel cook about tick tock and her experiment of kind of trying to like test it out as a platform for her business. And what she said that you’re seeing here and I’m just really saying this to the nail the hammer on it is If you know a topic, well, it will be so easy for you to talk about it. So even if you’re listening, and you’re like, Well, okay, I want to have a podcast and a YouTube, like, I don’t have one yet. This is like a, like a dream that I have. But there’s so much to think about. Make it easy on yourself like this, you don’t have to talk about all the things and you shouldn’t be like, pick the one thing you know best and try to create a strategy of like the plan of attack, as well as the strategy of how these things are all related to each other, like what goes where and how you can repurpose them or reuse them in different areas. So that it’s easiest, and like, it feels natural and good to you. So, I mean, Chris, I’m sure crystal agrees me here. Like we don’t need to be talking about everything in anything. If you know a topic, well, it’s going to feel good, you’re going to feel confident, you’re going to be excited about talking about it. And I think the confidence plays a big factor into like taking audio, and making a video as well.
Krystal Proffitt 11:02
When you think about all the different places you’re going to add all their platforms, the key thing to do is also think about what is the one platform, because at the end of the day, it’s impossible to put the pressure on yourself. Like I was just telling Aaron before we started recording, right now I have a sick child at home. So I’m not going to get as much done today as I would on a normal day when everything’s running smoothly. And there’s no kinks and there’s nothing happening. And so I have to adjust in, in order to adjust. I say what is the thing? What is the priority, because I’m not going to do an Instagram story today, I’m not going to pressure myself to record five YouTube videos, I’m not going to do any of that. And so having a priority piece of content that you say, Okay, if everything else falls away, I’m just gonna do this one thing, it just helps you have a clearer picture and not put some I’m all about boundaries, and not putting so much pressure on myself, I don’t subscribe to hustle culture of like, you got to do this. And you got to have like all that they don’t do it. And I don’t think that we as business owners should do that either. Because it kind of watered down the message at the end of the day. And so I think having that this is going to be my main focus, every week, this one piece of content will go out no matter what. And if I get around to all the other things, that is fantastic. But my goal is to always produce this one piece of content. So I just wanted to throw that out there as well.
Erin Ollila 12:27
I’m really glad you said that. And I think I think the answer to the next question I’m going to ask you will absolutely be it depends. So feel free to go there. But if someone does want a YouTube channel, and they want a podcast, what is their priority piece of content? From your perspective? Is it the video? Should they be focusing on that? Or should they be focusing on the content for the audio and taking, like small clips, for example, and using that for video?
Krystal Proffitt 12:55
It does depend but I don’t worry I’m gonna give you I’m not just gonna like dot dot dot leave it at not perfect. Yeah, I have tons of situational examples of how you can use either one. So my podcast is by priority piece of content, not because I have the most subscribers not because I have this huge following or anything. It’s because I have a different connection with my podcast listeners than I do with my YouTube subscribers. My YouTube subscribers like I have, you know, at this point, when we’re recording this, I have just under 6000 subscribers, and some people are like, Oh my gosh, that’s incredible. That’s amazing. Someone that’s listening is like I would I would kill to have that. But that doesn’t mean I get almost 6000 watches. When I upload, I uploaded a video this morning, we’re recording this and I’ve had 29 I have almost 6000. So I know there’s only 29. But I know that if I record a podcast episode, I could put up a bonus episode tomorrow. And I would have hundreds of people listening to it in less than 24 hours. So I keep that loyal connection between myself and my podcast listeners. As well as my email list. Those are my two I do have to like I guess you shouldn’t like pick your favorites. These are my two, my podcast and my email. This is what I do, no matter what come rain or shine Hell or High Water because I know that I could record a quick one minute podcast and put it out. I could record a four sentence email and send it to my list and they would get it because that’s the type of relationship that we have. But on the flip side of someone’s like, well, what if I want to do my YouTube channel that is my thing? Well then my recommendation would be to figure out a way that you can make YouTube sustainable because the biggest thing that I see is people getting into this like you get swept up into the world of like oh you know this so and so did this and now they have a million subscribers and this person did this and they have well I live in I have three boys and a house of you know you young teens and tweens and they love YouTube. So I know all about the biggest channels and all the things. And I kind of get swept up into that too. I’m like that guy’s 24. And he has 150 Millions, like, I don’t know how he did that. That’s incredible. But I also know that there’s people that are subscribed to his channel, that they would never buy a product from them. They are just there for purely entertainment. That’s not what my channel is about my channel. And Aaron, all of this is all about SEO, it’s all about discoverability. It’s all about it’s part of the funnel, that I put short clips on my YouTube channel that will feed them to my podcast so we can have that deeper connection. So when someone’s ready to buy for me, they’re like, this is a no brainer. I’ve been listening to her podcast, I know crystal, I know how she teaches. I know her Texas twang and know the silly, like jokes that she makes on her show. And they get me. And so that’s the type of kind of prioritization that I balance when I’m looking at what type of content am I going to create? And why?
Erin Ollila 16:07
Yeah, no, so glad you said that. And, you know, I’m with you 100% To like, I think it depends for everything marketing. That is my answer. I’m happy to like, discuss how things roll out after that. But for some businesses, I think, you know, actually, I think part partially it depends on skill to some people are natural on video and feel good and feel confident. I have a client who just poor thing, she just she put a lot of effort into a video campaign because she thought she had to. And when I say she put a lot of effort, I mean, she focused on strategy, she focused on planning, she paid for the production company. But here’s the thing, she does not like talking on video, she doesn’t like it. I talked to her, I’ll say this like one on one on a video call. Oh, she’s just dynamic and conversational, but so low on video, she feels like well, then this is her word. So this isn’t me describing my client because it’d be awful. But she feels like a strangled cat like she had like she just it’s kind of like, you know, when you see someone on like on the stage, step into that spotlight on a stage and kind of freeze a little. And so for her it was like such a sunk cost because she didn’t like the output, even though I will stand behind her that she puts so much effort and preparation into it. So I think one thing about the skill that you have when you think about how you feel natural and comfortable. So hearing what your first example is, if someone feels a lot more comfortable without the video on, well, we’re gonna, we’re gonna pause this for a second, we’re gonna say keep the video on. But focus on the audio. If someone feels comfortable just chatting naturally and talking and using their voice as a way of educating or inspiring their audience focus on the podcast, because like crystal did, you can pull very short clips in those clips of you where maybe it’s you’re passionate about a topic. So you have a two minute little rant on like an educational rant. And you can take that and use that as your youtube content. Because you’re even though like you a video might not feel great. You’re inspired. You’re excited about what you’re talking about. So the way you show up on camera feels good. Now let’s flip it. Those people who are like, I am awesome on camera, like I could sit down and I could just go on and on and on with no shame, no problem. Like, I’m just gonna show up and do it. Maybe in that case, again, it’s an It depends. But maybe you focus on video as the platform and you repurpose the audio as parts of a podcast. Right. So I don’t think there is a right or wrong way. I think it might be knowing your strengths, your interest, the time you have. Yeah, I do really think that what you said about I forgot how exactly how you said it like determining your priority piece of content is helpful, because I don’t think that we should all be sitting down trying to make the conversation work for both, like we’re recording on video right now, because I have plans to repurpose some of this in small pieces, again, for different platforms. But if I thought to myself, Okay, I’m going to use the entire video as something I would use on YouTube or something, I would be a lot more nervous about how I one thing I’ve noticed about myself is I take a ton of sips of like water or coffee, like I’m you know, like I’ll mute myself or my guests are talking and I’ll just be like, taking notes on the side like, you know, gallons of water drinking and I and I recognize that doesn’t you know, that’s not gonna work on YouTube, just air and drinking water and nodding your head along, right. But if I was trying to make sure that each of these episodes worked perfectly on a podcast and the entire thing worked perfectly on a YouTube there’d be a different approach I’d have to take and I don’t think it would be that successful.
Krystal Proffitt 19:55
Well, I mean, it can absolutely work. It’s just that’s when it would Come that. So this, this is my view of it. Because the way again that I treat YouTube and a podcast is slightly different in, I know that people come to my channel specifically for quick videos, if something’s over 12 minutes, they’re not watching it. But unless it’s live, I will do a live stream from time to time. But unless it’s live, they’re not watching it. I used to upload like 30 minute videos, 45 minutes. But y’all if you’re not all trained video editor, and you’re just like slapping something up there and you’d like us to your point, it’s like who wants to watch? You know, it’s like two talking heads that aren’t dynamic. Or maybe it’s like, somebody is muted. You wouldn’t hear it on the podcast, but on the video, it’s like, oh, they’re wrangling two children in the background. And there’s dogs barking, like, I mean, like, we’ve all been there, especially on a zoom call where you’re just like, I’m muted. And I hope no one knows what is actually happening in the background. Because It’s total chaos. It’s absolutely wild right now. I mean, we’ve all been there. But at the end of the day, I just think of whatever. Again, it goes back to sustainability. What is going to help you keep creating this is my motto is all about creating with confidence. And I want people to just feel very comfortable and very proud of what they’re putting out there. So if someone is thinking that a podcast would be their priority piece of content, but they also want to kind of tiptoe into the waters of YouTube. My recommendation is keep things short and sweet. Whoever said that videos have to be 20 minutes long. Like that’s just not That’s not what’s happening today. I mean, even YouTube shorts, like shorts are still videos, unlike Tik Tok, where it’s just on tick tock and if you take it down, and the Tick Tock logos like you know, people like all that stuff, I don’t buy into all that part of it. But on the shorts, there’s so many different things that you can do on YouTube that if you’re making it for Tik Tok, you’re making it for Instagram, make those videos where it’s platform agnostic, then upload it to video, and that’s getting your feet wet, and learning the platform, getting more comfortable on video. And then over time, once you’ve created your podcast episode, go on YouTube and just give the highlight reel people don’t like long stories on YouTube, unless you’re part of that entertainment industry where you’re trying to just keep a captive audience for 20 or 30 minutes. People like short sweet to the point, here’s Aaron’s five tips on how to write the best copy that you can like that I would watch that video because it’s it’s what I have time for as a busy mom, busy entrepreneur, it’s like Boo, boo boo, give me the information. And then I’m going to decide is Aaron for me? Or should I go to someone else. And so that’s what people are typically doing when they’re consuming content on the different platforms.
Erin Ollila 22:51
Let’s just stay here for one quick second, assuming people are here. They’re listening. And they have a podcast because in some ways, at least what I’m hearing and I’m not saying this is a trend, but my clients specifically, they have the audio content that they might have recorded like this with a video and they want to use it. I think there’s the practical factor of like, what the heck do I do now? So what advice do you have for anyone who is either DIY in it, or they actually have a team member that they can kind of pass this along to but they want to advise them the best way to take the the raw video content that they have and move it into a platform like YouTube.
Krystal Proffitt 23:28
There’s a few ways so you could take it and just put it up as the full like, let’s pretend it was a 30 or 45 minute video, you could put it up there. But my recommendation would be to dedicate that whole channel just to your blog call it this is the top kids say at talk copy to me podcast channel. And that’s it. You don’t put sales promotional videos, you don’t talk about your programs, you don’t do anything else. Outside of that if you want to just use that platform YouTube as your podcast like adjacent, you know, different platform, do that. But if you want to have clips, if you want to have other types of videos where you’re showcasing testimonials, and how you work with people and other little tips and strategies, then I do recommend you dedicate a, I guess segment or type of content on your channel, where you are sharing clips. And I mean, Aaron, this is just you know, to you here is you could take something out of what we talked about today and say, you know, here’s a how to repurpose content from podcast to YouTube. It’s a four minute clip, not 27 minutes. It is a four minute clip. Watch this now and you could put in the title. This is where SEO okay, we’re getting into the SEO part of it, which I’m so glad we’re here.
Krystal Proffitt 24:50
But this is where you could say SEO expert and podcast host talk about SEO or talk about repurposing content. So it’s very Be clear what that video is about. That way, if no one knows Aaron, no one knows crystal, but they just see something. They’re like, Oh, that’s interesting, because YouTube is so much better about discoverability than podcasts are today. It’s the unfortunate truth. But Google is a search engine it is in. It’s not, it’s owned by the biggest search engine. So there’s a high possibility that if someone types in the keywords, SEO, podcast expert, then our video could be some of the things that they would see in their search results. So a few of these things, I know I’m throwing a lot of examples and things that you can do and try. But at the end of the day, I think it’s just really important that you don’t just see what everyone else is doing. And assume that there’s only one strategy, there’s so many different ways that you can do it. And you have to figure out what’s going to work best for you, your business, your clients and your schedule. At the end of the day.
Erin Ollila 25:58
I think everything goes back to testing period, you know, like, just like you said, you know, what has worked for crystal in the past may not work for your business, but you’re not going to know that until you’ve already tried the things. Which reminds me of what you said about your earlier podcast days, right? Like you needed to learn and grow as a podcaster, to figure out what works well, what worked best for your business, and what works best for the listeners of your podcast, right? Because like, we’re not here, just talking into a microphone, like, wanting to hear ourselves speak like, the guest and the host are really there because they have something they want to share with you, right. And that’s why they’re successful. So bringing that back to YouTube. And I love that you use the word discoverability. Because I think that people think of YouTube, and they think of like video watching as if it were Netflix, it is a search channel, period. So especially if you already have content that’s created, and you have these videos that you can repurpose, and use over there, your focus, your strategy needs to be on the SEO, you’ve created the content. So it’s not that you’re necess Not that I’m saying we should not have a strategy of content when it comes to SEO. But if you have content that’s already created, that’s already been strategic, don’t focus there, focus your attention on the keywords that you’re using the tags that you have the description that you’ve written, because people are going into YouTube, I do this all the time. And I’m going to share this from a different lens, not a video, not a business ones for people understanding, I have homeschooled my children before they went to public school. So we’re talking like preschool homeschooling or for my middle child, because of the pandemic was also kindergarten. But what we do is I always type in something like preschool, and then whatever the heck it is, I want to learn toddler, whatever it is, like we’re talking about animals now. So it’s like kangaroo preschool, because I want to just cut through the noise on everything else kangaroo because it’s not related. I mean, she’s for right, she just wants to see them jump, she wants to learn about the pouches kangaroos have. So if we’re gonna flip this now and take it from a business perspective, people are absolutely going in with that in mind, you know, if they know that they could go to YouTube and search, SEO, just use that as a topic, but they’re gonna get so much thrown at them. So if you add for my case, if I were to add SEO copywriting, and that’s what they cared about, like how to change their website pages to be more strategic, or, like in our case, we’re talking about SEO for podcast and video. If they put SEO podcast and SEO YouTube, they’re going to find a conversation like this. And it’s going to be exactly what they want. So they’re going there right away. So we talked about discoverability. It’s not just can you be in the results? It’s are you going to be picked when you’re in the results? And I think that for the people who already have the content that is the absolute place, they should focus if you haven’t created content yet? Sure. Maybe you focus on the content first and start thinking about, what’s this channel going to be about? Like, what can I talk about that is that, like we said before, that feels good, that you’re confident saying, but if you’ve got that content content already created, push it out and start using SEO?
Krystal Proffitt 29:15
Yeah. And to your point, I want to go back to what you were saying like your search behavior sounds so similar to mine, and that, you know, you type in these very specific keywords and then it feeds you, you know, several things and you’re scrolling through and we’re judging books by their covers. Don’t pretend like you’re not we know that thumbnails are important. So you’re scrolling through and you’re like, Okay, which one do I want to watch? And I’m going to take two situations here. So Aaron has a video titled, SEO copywriting expert talks about podcast, and it’s four minutes, and I’m like, oh, that sounds good. And then on the flip side, I see crystal profit, the profit podcast, something something SEO expert talks to podcast host It’s 45 minutes. Which one? Are we going to click on? Yes, yeah, no,
Krystal Proffitt 30:05
we know, you’re going for the four minute one. So this is again. And I love the idea of you repurposing your content to YouTube, I really, really do. Because there was a study it was Edison Research did that YouTube is the biggest platform for a podcast. And they’re actually like, spoiler alert, they’re rolling out a feature to where you can listen to podcast on YouTube directly. But it is also something that if you are looking for that quick answer, you’re like, I just didn’t know how to make my landing page better for my podcast, it’s got to be SEO strategic. Oh, look, Aaron has this video, this four minutes, I’m gonna watch that, over sitting through a 45 minute episode of two people, I don’t know them at all. I’ve never heard of any of them. I don’t know if they’re really the expert. But if it’s four minutes, I can test this, I can see who this chick is what she’s all about, see if she knows the things that I need help with. So that’s just something to consider. I’m always about understanding the customer journey, the customer experience and what people are searching for in that moment, and what are they most likely to choose, that would eventually lead them into products and services and all the things on the back end. So you just have to constantly be thinking about the strategy. And hopefully somebody was just listening like, ah, four minutes. Like that’s, that’s doable. And you can absolutely do this with your podcast content. So I know this is like a long winded one. But I just had another thought when we were talking about this a second ago is, if you have a podcast, you’re recording it, Aaron and I are sitting here talking, we’ve covered a few different topics, she could chop up this video into five short videos. And that’s how you get a four minute video because people often ask me, how do you choose? How do you choose the clip, there’s so much good stuff, and I’m like, well cut it up into five or six videos, and then publish several throughout the week, like it’s actually better for your channel anyway. So there’s no one way to do it, do what works best for you. But also be aware of your bandwidth and what you if you’re doing this alone, what you can do or what your team is capable of.
Erin Ollila 32:17
Yeah, that was such good advice. Because when you originally had started talking, it reminded me to say if you weren’t gonna say it is if someone lands on your video, they like it, and you have similar content, you’re they’re just gonna binge your content, and you’re providing them that whole piece. But they’re able to do it in bits and spurts. Right like, which is how they want to view the videos regardless. So they will get your content. And then the more they look at your content, the more it’s training YouTube to show them your content, right. So it’s all very cyclical, right. And I think that is, like you said, if someone’s listening, and they hear you only need this little four minute clip, like it’s, that’s not hard, right? Like we can do that. Even if we’re recording like a solo podcast slash video, sit down and just like, organize your thoughts, so that way, you can get one good strategic thought out. And I think for someone who’s already in the content world, like the both of us, it’s easy for us to want to throw some air quotes on this, but like wing it a little bit more and not have to worry about what we say in a conversation, because when we rewatch it, like you said, we could pull pieces out and know that these are strategic pieces. Now, for anyone who doesn’t have that content background, I think an easy way to approach that would be, here’s the top like determine the topic or the title, make a like four or five, maybe bullet points of what you want to discuss, and just know that each of those will be their own standalone clips. If you are interviewing people, you can do the exact same thing. Maybe it’s different by making sure you have four or five very specific questions. And those will be the clips. And overtime, you’re not going to have to do this. Like that’s to train your brain and your content creation process to actually do the work and create like multiple forms of content. And if four or five is scary, like guys make one bullet point, like there’s no pressure from either of us, right? But if you want to take a longer podcast that’s meant for audio, and you want to make sure you have one piece or four pieces of content. That’s I think the best way to sit down and actually do the work.
Krystal Proffitt 34:29
Yeah, I mean, it just goes back to what we were talking about earlier is like the planning. When people ask me how much time do you spend editing and like their subsets of editing and I’m like, I like you want to know the actual hours. But that’s nothing compared to the planning like I spend close to 45% of my all over content creation time in the planning, because it makes everything else easier. I can mark it better. I can edit faster, like I don’t have as many mistakes when I’ve planned it. a lot more upfront, it just makes the whole process easier. But to your point, it gets easier over time. Like it’s something that you’re not going to just fall into this tomorrow and do it perfectly. I love the Erin said to test. It’s what we’ve all done. It’s how we’re here. It’s all we’re here, where we are today. Because we’ve tested we’ve tried, we’ve probably failed miserably at several different things. But we’re here like standing on top of those mistakes and failures. And we know that anybody that’s listening to this, like, you can do it too. It’s you are totally capable of doing it as well. Before we
Erin Ollila 35:35
finish just one more quick thing about doing the work and moving it on over. Do you have advice for people, you know, they’ve determined the content they want to share, they’ve, you know, figured out the length and how they’d like to share it on YouTube. But when we come down to the practical like, must fill in these forms when it comes to like title or description or any of those things. Do you have any advice that they can take forward and say, Alright, the video is uploaded, I have to fill in some of these blanks. I feel competent now because crystal said to do X, Y, and Z
Krystal Proffitt 36:07
rely on tools that are smarter than you. Yeah. This is my secret weapon. I use Grammarly. I rely heavily on Grammarly. I use to buddy specifically for my YouTube channel. And there’s vid IQ. That’s another big one for YouTube channels as well. But I heavily rely on all of my tools like I am at this point like when we’re recording this, it’s just me, I’ve gone in and out of hiring independent contractors having virtual agents. But at this point and the amount of content I’m creating, I’m relying heavily on my tools. So tools like to buddy or vid IQ will help you with your SEO, I use keywords everywhere. This is another one that I use for my SEO on YouTube. So if I get an A topic idea, I go into YouTube, I type it up. And then I see oh, are people searching for this. So if you want to do your SEO planning before you ever create anything, or you want to know if somebody or something is a good idea, and people are looking for it, do use all of those tools throughout the whole process. That way, when you actually hit publish and it goes live, it’s more likely that the algorithms will pick it up and really give your videos favor over someone else’s.
Erin Ollila 37:24
You might have to have a trial run of like what tools work what true tools don’t, but every tool that crystal just mentioned are things that I use myself in my business. And then you know, some tools have free, free plans, other tools are paid, but start out, test it out. See if you like it, if you don’t find a competitor, right? Like, the tool isn’t the problem, it could just be that you might not like the interface, right. But definitely don’t just go out there on your own and just try because there are things that will help you get the best results, even if it is like a quote unquote lazy launch Lazy, Lazy effort of saying like, I’m gonna go into this, like, you know, Keywords Everywhere. For example, pick the first one because it is there, there’s you know, I’m just gonna go for it. That’s the title now. Cool, test it out, see if it’s performing them, then that will give you more data to make decisions later on in your business. All right, Chris says what is the homework assignment you would give to our listeners after they heard this episode,
Krystal Proffitt 38:22
I would sit down and lay out a strategy, what is going to be your priority piece of content? Maybe it’s your email, maybe you’re like, Well, I do my email like this is the thing I have to do. Well, how can you add in anything else that you’re doing into that email? So you’re organically feeding the monster, right? You’re feeding all the different platforms and channels that you’re working so hard, like, I know you’re working so hard to create your content. And I want to make sure that the right people are seeing it. So make sure that you have a plan and a strategy for what you’re creating.
Erin Ollila 38:56
It is the perfect time to rethink our strategies and rethink our content plan. Because some people create strategies and they don’t create the plans to how to make those strategies a real thing. So I think that’s awesome advice. Is there anyone in this online business world that you would love to meet at this point in time?
Krystal Proffitt 39:14
This is one that I I’m going to go for a high reach here. Okay, this is like way outside of the box or be like crystal, why’d you then say that? Because
Erin Ollila 39:23
there is no outside the box because I didn’t get out there. Yeah, there’s no outside of the box because at this point, like we’ve had someone on our podcast recently that just met the king. I am going to even though I am happily happily married, I’m probably going to start dating driven noer soon just from listening to the podcast. We’ve had some we’ve had some quote unquote, reaches but I have full faith in all of our guests and myself that this will happen.
Krystal Proffitt 39:48
Maybe they just needed to come on your show and like put it out there and this is this is the podcast. I would love to work with Reese Witherspoon one day. Like I said, I’m putting it out there it’s been yeah
Erin Ollila 39:59
Yeah, absolutely, that would be so fun. I can imagine, you know, we have these ideas of what celebrities are like, based on what we see, you know, especially actresses and actors, like the persona that they have, right. But I think that What’s lovely about her in particular is outside of what we see, we can then see like business decisions that they have made, what they’re passionate about. And I think she is someone that I admired when I was younger for her celebrity. And now that I have aged with her, I admire her so much for her like, determination and her beliefs and what she’s done with herself and her business. So I think that’s a cool one. And I don’t think that’s too far off from from you, okay, like,
Krystal Proffitt 40:45
we’re gonna work it out the Hello, Shun sunshine, if you’re listening, I have some book ideas like I have, I have movie ideas, I have all the ideas. So putting it out there.
Erin Ollila 40:56
So if anyone is listening to this episode, and they want to test the waters, try it out. Or maybe they have been testing the waters and they’re just listening to this getting some tips and tricks and they impacted them, do it and then tag me and crystal on whatever it is that you’ve created. So we can kind of give you that encouragement and motivation to keep going because it’s tough out there. Right. Like, I will say this I’m at this point, I probably have had my low when you guys are hearing this. I’ve had my podcast for over a year. And I we talked about this in an episode that I did on the driven woman podcast with Diane Wenger. But like, as professionals, we have all of this experience and expertise. And when we try something new, that’s not natural for us, it feels so hard and like we beat ourselves up and think like, why can’t I do this? Well, when I came to podcasting, I did the same thing. Like what do you mean, I don’t knew how to podcasts like pro course I should, as if I was an audio technician, right? But I did. I went through that cycle of like, why is this so hard? Why am I struggling? And I feel like I’m on the other side. Even though I have a ton. I could definitely learn from this. But what has been so awesome for me is when people email me directly, or maybe I’ll have a client who calls me for like a copy coaching Power Hour like brand new client, first time we’re meeting. And at the end of our conversation that they’ll have said, like, I just needed to show you this and like they pick up a notebook and they’re like I will this happen. I was like so excited by this. They’re like I take notes on every episode. It’s so good. This is my talk copied me notebook, right? So for exam, I’m just saying that as an example of that meant so much to me. So if you’re out there, and you are hearing this, and this is something that’s new for you, and it feels overwhelming, just know like your ex, you might be a huge expert. And this is new to you. So give yourself a little grace. And then lean on me and crystal, show us what you’ve done. So we can encourage you to kind of keep going and put in the best effort and enjoy the process of doing it. So crystal, thank you so much for being on the show. Everything was so helpful. And I just really appreciate you being here today.
Krystal Proffitt 42:58
Yeah, thank you so much. I actually have I have a one liner that I say content that I feel like it’s perfect for this and that is keep it up. We all have to start somewhere like that is the theme of today for sure.
Erin Ollila 43:12
All right, everyone, go get started. Thank you so much for listening to this episode of Top copy to me. If you enjoyed spending your time with me today. I would be so honored if you could subscribe to the show and leave a review. Want to continue the conversation. Head on over to Instagram and follow me Erin Ollila. Until next time friends
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