How should you repurpose a podcast into short clips?

Break it into standalone chunks. Each clip should deliver full value on its own, so someone can get everything they need from it wherever they find it, without watching the whole episode.

Quick Answer

• Break a podcast into chunks, and make each chunk stand alone.
• A good clip isn't bait to watch the full thing. It delivers complete value by itself.
• Distribute those chunks where people already are: Instagram, TikTok, LinkedIn.

Why standalone chunks beat teasers

Ben Hillman's repurposing advice flows straight from his point that people won't see everything you make. The fix is to atomize a long episode into pieces that each work on their own.

"Take the piece of content. If you're making a podcast, break it up into chunks. That's not encouraging people to go watch the whole thing, but it stands alone." — Ben Hillman

The bar he sets is high. A viewer shouldn't even need to realize they're watching a clip.

"I hope people notice, I saw this chunk, but I didn't even realize this was a chunk. I'm watching this and I can get everything I possibly can from this one, wherever I'm interacting with it, Instagram, TikTok, LinkedIn." — Ben Hillman

So the repurposing strategy is two-part. First, cut clips that are complete thoughts, not cliffhangers. Second, distribute them where your audience already spends time, and remember they won't necessarily know anything else about you. Each chunk is a first impression that has to stand on its own.

Frequently Asked Questions

How do you turn a podcast into short clips?

Ben Hillman says break the episode into chunks where each clip stands alone and delivers full value, rather than teasing the full thing. Then distribute those chunks on Instagram, TikTok, and LinkedIn where people already are.

Should a clip make people watch the whole episode?

No. Ben's bar is that a clip should give the viewer everything they need on its own. The goal isn't to bait the full watch. It's for each chunk to be complete, so someone might not even realize it was cut from something longer.

Where should you post repurposed clips?

Where your audience already spends time. Ben names Instagram, TikTok, and LinkedIn, and stresses showing up where people are while remembering they won't necessarily know everything about you.

Full Clip Transcript

You have to tell people seven times before it registers in their brain that something happened. And I think that comes hand in hand with, take the piece of content. If you're making a podcast, break it up into chunks, find ways you can put it out there. That's not encouraging people to go watch the whole thing, but it stands alone. I know you're going to break up this video into chunks, and I hope people notice when they see this, I saw this chunk, but I didn't even realize this was a chunk. I'm watching this and I can get everything I possibly can from this one, wherever I'm interacting with it, whether it's Instagram, TikTok, LinkedIn. Show up where people are, and remember that they're not going to necessarily know everything about you.

Full Interview Transcript

Dane: Hi everybody, my name is Dane Frederiksen. I am a B2B video expert and I'm on a mission to help companies get visible, trusted, and build pipeline faster with video. And I'm joined today by Ben Hillman from Mostly Media. Welcome, Ben.

Ben: Hey, thanks for having me, Dane.

Dane: Tell us about your role in distribution right now.

Ben: Yeah, so I'm the director of production at Mostly Media. My primary role is being the executive producer of our podcast, Run the Numbers. It's a podcast for CFOs and aspiring CFOs. We put out episodes twice a week, for eight episodes a month. And along with that comes a lot of distribution troubles.

Dane: What is the biggest challenge about doing a show like that?

Ben: The biggest challenge is not living and dying by every single upload. We'll make topic-based episodes that perform better than some of the interview episodes. But the struggle is to remember the TAM that we're addressing, that it's not this massive audience.

Dane: Why is a targeted show the right play right now?

Ben: I think that's always been the play. I remember going to the second ever VidCon back in 2011. They were talking about you want to niche down. And I don't think that is ever going to change. There's always going to be a specific audience that you can speak to.

Dane: Why is distribution so important now?

Ben: It's just because it's easy as heck to distribute now. We had a discussion of, let's make a hundred pieces of content off of one thing. My pushback is, I liken what we do to playing a baseball game. I want quality at-bats. You want to make sure that when you're up to bat, you're prepared, you've done the research. And that comes into play with using tools like ChatGPT, Claude, or any other AI software.

Dane: What do B2B teams need to know about distribution?

Ben: The age-old question around quality and quantity, it's kind of both. We're on YouTube, LinkedIn, Instagram, TikTok, Twitter. But not falling prey to that spray and pray mentality, making sure the platforms aren't just a dumping ground. This is an intentional piece of content.

Dane: How do you know if TikTok is performing well?

Ben: The hardest thing is attribution. We had someone comment on a YouTube video that said, I saw your clips on Instagram. We put out two shorts every day, getting one to three hundred views. But that one comment tells me there are people who didn't comment who came from these platforms. That legitimizes it.

Dane: Is video content gonna help you show up in AI search?

Ben: We've done crude tests of going to ChatGPT or Claude and asking, what's the best podcast for CFOs? And our show will pop up. I don't have a lot of panic because we already show up. It absolutely matters. The fact that we're showing up is one less thing to worry about.

Dane: What's a takeaway for using video for visibility and trust and pipeline?

Ben: Don't assume that people have seen your stuff. My own dad is still trying to figure out how to subscribe to the things that I make. You have to tell people seven times before it registers. And that comes hand in hand with, take the piece of content, break it up into chunks. It stands alone. I hope people notice, I saw this chunk, but I didn't even realize this was a chunk. I can get everything I possibly can from this one, wherever I'm interacting with it, Instagram, TikTok, LinkedIn. Show up where people are and remember they're not gonna necessarily know everything about you.

Dane: When people say CFOs aren't on TikTok, what's your comeback?

Ben: Yeah, they are. But maybe they aren't, and their kid might be, or their neighbor. The next best person you can get, other than a customer, is a friend of a customer. And it's a validation that this is a legitimate person, and now I'm in play.

Dane: Okay, that's a good one. This has been a great conversation. Thanks again, Ben.

Ben: Yeah, thanks for having me, Dane.

Dane: And we're wrapped.