Recently I’ve begun to notice that podcasters will often refer to show notes and blog posts interchangeably as if they’re the same thing. They are not and I think that it’s really important to share how they are different, similar and the opportunities podcasters are leaving on the table because there is some confusion about the differences between the two types of content.
After blogging for over 10 years and podcasting since 2017, I’ve given this some thought and if you’re thinking about monetizing your content it’s important to know how to leverage this two types of content within your brand. In fact, in 2023 I’m making a significant pivot in my content creation focus because of this difference. I’ll link to the podcast episode where I share why I’m making this pivot in the show notes.
Welcome to the Brand Building Lab, I’m your host Michelle Jackson and I help online entrepreneurs building kind online brands. There’s nothing better than getting paid while uplifting the communities that you serve online and not causing financial harm.
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Podcasters Getting Paid-The Resource
If you’re a host or producer of a podcast getting 10,000 or fewer downloads a month and would like to begin monetizing your work I have a resource for you. Podcasters Getting Paid is a monetization idea curation resource that I’ve created to help hosts of smaller shows reimagine what monetizing their projects and platforms could look like.
There’s a reason why I say “Fuck the CPM Model” It won’t work for small shows so you have to approach monetization differently. There are two tiers to this resource. You can subscribe for free or pay $5 a month. The $5 monthly fee includes access to recorded and live conversations with podcasters and other creators who have monetized their creative work, workshops and office hours. Make sure to sign up for Podcasters Getting Paid-The Resource today.
Listen to the Episode
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Show Notes
Before I get into why blog posts and show notes are different, I have a question…do you have a website? Do you have a dedicated website that houses the content you create? If the answer is “no” this is likely part of why it may feel like blog posts and show notes are basically the same. I’m going to break down what the differences are, similarities and what to consider.
What are Show Notes?
Episode show notes are basically a breakdown of a conversation that you’ve hosted on your podcast. Show notes can be transcribed using a tool such as Descript or they can be scripted out. I typically will script out my solo episodes and record by reading those scripts. In fact, that’s what I did with this episode.
How to Think About Show Notes:
- They can be monetized, but you do have to think about how that would work prior to recording.
- Show notes are about the conversation and may cover wide ranging topics depending on the goal of the specific episode and what you talked about with your guest(s)
- My favorite part of creating show notes is that they are an accessibility tool. For folks who aren’t able to listen to an episode for whatever reason, having show notes provides a different way to learn from your show content.
- They may or may not be SEO focused depending on what you talked about and show design. In fact, my Michelle is Money Hungry Podcast that I’ve won awards for is not SEO focused and that means that I don’t generate a ton of organic search on my website with the conversations that have on that show.
- Show notes are written with the show’s audience in mind. They are documenting a conversation that you’ve had.
- You can share an email opt-in or direct listeners to a resource or whatever is top of funnel in your business.
How do Blog Posts Work
After spending the past 10 years blogging, I have some insight and thoughts about how blog posts can be used.
- They can be monetized.
- In the past they were frequently used to share a story. This has changed quite a bit in 2023 and I’ll share how in few seconds.
- Typically are very specific and are addressing a specific topic, question or area of interest. Think in terms of what you may search for online.
- Answers to questions
- This vs. That scenarios
- Hyper focused
- Blog posts in 2023 typically aren’t rambling posts that many people think of when talking about blog posts. Blog posts don’t tend to focus on story anymore. Instead, they tend to have a very specific purpose. Interestingly, many podcast episodes to me now function as blog posts used to back in the day. Podcast episodes create community and connection with the host. Blog posts tend to answer specific questions related to a topic in the niche that is being focused on. Podcast episodes focus on story.
- Blog posts are created to help anyone with a specific question that you may have an answer to.
- The formatting of show notes is different from a blog post.
- Blog posts are used to generate traffic to the website.
- You can share an email opt-in with the goal of sharing previous podcast episodes, affiliates, or direct subscribers to pieces of your brand.
How to Use Blog Posts vs. Show Notes
I use show notes as a summary of a conversation that I’ve had on my show. I do spend time working on what I want to achieve with an episode and why I’m bringing a guest in front of my audience. I’m very intentional with each piece of content that I put out there in the world. Ideally, my show notes SEO optimized if that makes sense. But, usually it’s easier to write very specific blog content that is created with the following in mind:
- Answer a specific question that your immediate or a broader audience may be asking about. Here are some blog post ideas across niches:
- Do I Need a Website for My Podcast? This is a great blog post for podcasters trying to figure out the answer to this question. In this post you would share resources, tools, best practices, etc. You COULD also include a short podcast episode embedded in this content.
- How to Get In Shape for 2023 for Free-Maybe you’re a health and fitness podcaster. This could be a useful post for your audience and beyond because people are concerned about the cost of getting into shape in 2023 because of inflation and concerns about the economy. You could share a course that you’re selling or a workshop.
- Is The Show The Last One of Us Better than The Game-I would read this post. Basically, hosts of fiction shows have to think about what the audience of the creative work they’re making may be wondering about or asking.
- To share a break down of a tool or resource that your community uses or is curious about.
- Increase organic search to your website/project. It pains me to say this but my “Michelle is Money Hungry” podcast show notes DO NOT generate organic traffic to my website. My blog posts do. Why? They are created with the idea of answering questions that folks are searching for help on.
I do want to point out that you absolutely can create a blog post/show note hybrid piece of content. This is typically easier to do with solo or talking head episodes. Ultimately, the question is what is your strategy?
Are you trying to:
- Have more podcast downloads?
- Grow awareness of the topic you’re covering?
- Make affiliate income?
- Grow your website page downloads to get ad revenue?
- Become known as an expert on a topic?
- Sell products or services?
- Work with brands or sponsors?
I wanted to talk about this topic because I want more podcasters to think about what their goals are for their podcasts. Your goals will change over time and if you’ve decided to monetize your content, grow your email list it’s important to know why blog posts are different from show notes.
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