The other day, I saw news that Oprah is taking old episodes of her popular talk show and turning them into a podcast titled, The Oprah Winfrey Show: The Podcast. This approach is similar to what she did a few years ago with Super Soul Conversations, a podcast that featured audio versions of her Super Soul Sunday show.
The move is just the latest in Winfrey's choice to be ever present with content in multiple mediums: print, video, and audio. It's a smart move, because producing original content has been and continues to be a smart strategy to grow your business.
And as you look for ways to use your own original content as a growth lever, take these three critical lessons from Oprah's push to get more into the audio game and use them as inspiration for how to create and execute your own content strategy.
1. Good content doesn't have an expiration date.
The Oprah Winfrey Show was on the air for 25 years, from 1986 until 2011. Thus some of the shows that will be on the new podcast could be more than 30 years old. I read that Johnny Carson's entertainment company has a podcast that airs old episodes from The Tonight Show when he hosted it and clips from his interviews with famous guests. That show ran for 30 years from 1962 until 1992.
Good content is good content. No matter how old it is.
As you build out your content program, make sure you incorporate evergreen content that doesn't have an expiration date. Sure, covering hot topics and pop culture has its place, but so do works that don't have an expiration date on their value.
Besides, the longer you're able to get results from content you've already produced, the higher the return on your original investment. I still get leads from blog posts I wrote five years ago.
Invest the resources to build up a significant body of work that your business can benefit from for years to come.
2. Good content doesn't have to be perfect.
When I first got into podcasting a few years back, one of the things that was stressed by my mentors was the value of having high-quality audio. That's why so many podcasting newcomers invest tons of resources on getting all kinds of fancy recording equipment so their show can sound top-notch.
While quality is definitely important, the reality is that, when the content is good, audiences are willing to be more forgiving about less than perfect production.
With Oprah's new podcast, it's reported that the show will just be audio versions of the television show. That means it was recorded for the television viewing experience, rather than an audio listening experience. Thus the audio won't be perfect, or up to the standard many listeners are accustomed to when they tune in to their favorite podcasts.
But that won't deter many die-hard fans. And it shouldn't deter you, either.
Perfection is the enemy of publishing your work on a consistent basis. And if your goal is perfection, it will make it rather difficult for you to produce that significant body of work mentioned in the previous point.
Focus on producing quality content, but take perfection as a prerequisite off the table, when it comes to the threshold of what you send out into the world.
3. Good content deserves new audiences.
As you start producing more and more content for your brand, it can be easy to forget about all the great material you produced early on. But just because something is older, it doesn't mean that it still can't add value to newer generations and audiences.
If the messages you produced in the past can still enrich the lives of both your existing and potential customers today, don't deprive them of that content just because it is older or was produced for a different medium.
Get creative and find ways to adapt that content to be relevant for those new audiences, and put it in front of them. Oprah is taking her old television shows to the newer world of podcasting to reach more people. You can take your old content and make it relevant for new mediums and audiences too.
Remarkable content transcends time, format, and mediums. Start making your content work harder for you, by following Oprah's lead, and applying the lessons mentioned above.