How Publishers Can Repurpose Written Content into Engaging Podcasts
Many publishers are already sitting on a goldmine of potential podcast content - they just don’t know it yet.
From long form features and opinion pieces to newsletters and explainers, there’s no shortage of strong editorial material being produced across newsrooms, magazines, and digital-first publications every day. But as media habits shift and attention becomes increasingly audio-first, it’s time to rethink how this written work can live and thrive as audio.
If you do it right, repurposing content into audio can deepen engagement and unlock new formats. It’s a great way to expand your audience without requiring a complete editorial overhaul.
🤔 Why repurposing makes sense now
Audiences aren’t just reading anymore - they’re listening. Commuters want a five-minute rundown of the day's headlines. Fans of a particular columnist want to hear their voice, literally. And niche subscribers are ready for more immersive formats that build loyalty and community.
Repurposing isn’t about recycling, it’s about reshaping your existing editorial voice for different contexts. The return on investment is compelling: you've already done the research, interviews, or storytelling. What you need now is an audio strategy that adapts that content for podcast production.
🔍 Where to start: spotting the audio-friendly content
Not everything works as a podcast - but much of it can, with a little thought.
Longform features can become narrated stories or short doc-style episodes with added voice clips and sound design.
Explainer pieces can form the basis of a weekly Q&A show or short-form educational podcast.
Opinion columns lend themselves well to voice-led reflections or interview formats with guests responding to the writer’s viewpoint.
Newsletter intros can be reworked into podcast openings or standalone episodes - especially when the tone is personal or topical.
The key is to think in terms of auditory moments. Where is there natural voice, pace, emotion, or rhythm in the text? What might benefit from atmospheric sound, character voices, or even just a confident host reading a piece aloud with intention? Where can you enhance the written copy by bringing in different voices and expanding the scope of the original piece?
✏️ Bridging the gap between written and audio
Turning a written piece into a podcast episode might not be a direct lift (it might be - if the author is willing to read it and the result is compelling listening). Usually it takes reshaping and rethinking. The good news is that this process can become repeatable, even scalable.
Here’s what helps:
Script lightly, not rigidly. A full article may need to be trimmed or restructured for the ear. Reading verbatim rarely works unless the writing was crafted for listening from the start.
Keep it conversational. Whether you're using a host or voiceover, the tone should feel spoken and not read. This is where an editor can help shape the script into something more natural.
Add value. Use the audio version to enhance, not just replicate. That might mean adding a short commentary, a behind-the-scenes detail, or a quote from a voice memo that didn’t make the final article.
Know your audience’s habits. Are they listening on-the-go? Subscribing via Apple Podcasts? Accessing content through paywalled platforms? A clear audio distribution strategy is just as important as production quality.
Companion podcasts can really shine when they’re aligned with broader digital and audience strategies.
You don’t have to start from scratch to create great audio. In fact, your best podcast ideas may already be written. By treating your editorial output as the foundation and not just the inspiration, you can create sustainable, resonant podcast content that builds trust and expands reach.
And if you need help editing, scripting, or shaping that content for sound? That’s where freelance editing or freelance production support can make all the difference.
If you’re ready to repurpose and reframe your written content into compelling podcasts get in touch via my contact page. Let’s talk about how to make it work for your publication.
Key Takeaways
📰 Audit your existing editorial content for pieces that lend themselves to audio- features, columns, explainers, and newsletters are great starting points.
🎙️ Think in terms of tone and structure - rewrite for the ear, add voice, and enhance with sound design or commentary.
💡 Start small, iterate often, and consider freelance editing support to build a smooth, efficient production workflow.
Hear more about going from page to podcast in this episode of my Substack podcast Stop Rewind Play > The Smart Way to Repurpose Written Work into a Podcast
Photo by unsplash.com/@toyamakanna
