A step-by-step checklist for repurposing one podcast into a full content campaign
This checklist is based on Turn one podcast into multiple assets and 50% more engagement featuring Maria Vasserman's podcast workflow, published on the AI Lab by ActiveCampaign.
Get the checklist
By the end of this checklist, you’ll have a repeatable workflow that turns one podcast episode into a lead magnet, a blog post, a newsletter, and two LinkedIn posts. It’s based on the AirOps content engine Maria Vasserman built, with setup taking roughly 2–4 hours but only minutes to run new episodes once it’s up.
Before you start
- Pick your platform: AirOps is the example here, but the same logic works in ChatGPT, Claude, Make, Clay, or similar tools.
- Gather your inputs: website URL, product/positioning docs, ICP/persona docs, and at least one writing sample (blog post, guide, LinkedIn post, or email).
- Have a podcast transcript ready: the source material you’ll repurpose. The example uses the Canny episode “The Lazy Product Manager Approach”.
The workflow
Phase 1: Set up the foundation
After this phase, you’ll have: a knowledge base and brand kit your AI references for every output, so you stop re-explaining your company, audience, and voice on every prompt.
- Load the knowledge base: add your website URL (most platforms can auto-build a sitemap), competitor URLs, product/positioning docs, and ICP/persona documentation. More detail produces better outputs. Upload what you have and add more later.
- Build the brand kit: upload an existing voice/style guide if you have one, or paste 1–3 writing samples and let the platform extract tone, persona, and writing rules. Add product lines, audiences, and regions manually.
- Write down banned words and style rules: Maria specifically calls out em dashes as something ChatGPT slips in even when told not to. List the patterns your team will edit out anyway, so the brand kit catches them up front.
Phase 2: Read and analyze before writing
After this phase, you’ll have: 5 specific content angles drawn from the transcript, with one selected as the spine of the campaign.
- Feed in the podcast transcript: the full transcript, plus any supporting context (show notes, research, related blog posts).
- Extract 5 content angles: prompt the AI to find non-obvious, opinionated angles, not summaries. Each angle gets a headline, a 2–3 sentence core idea, and a 2‑sentence “why it matters” tied to your audience.
- Score the angles and pick one: ask the AI to evaluate each angle against four criteria (clarity, contrarian perspective, audience relevance, distribution potential), then commit to a single winner with a 3–5 sentence rationale.
- Build in a human review step: before the workflow auto-selects, override if the AI’s pick isn’t yours. The full prompt template includes the scoring rubric.
Content angle prompt
Analyze the podcast transcript below and extract 5 strong, opinionated content angles for [TARGET_AUDIENCE]. Do NOT summarize. Each angle must be specific, grounded in the transcript, and meaningfully different from the others. For each: a punchy headline (≤15 words), a 2–3 sentence core idea, and 2 sentences on why it matters to [TARGET_AUDIENCE].
Phase 3: Build from long to short
After this phase, you’ll have: a lead magnet, a blog post, a newsletter, and two LinkedIn variants, all built from the same selected angle.
- Write the lead magnet first: a 5–7 step checklist or guide based on the selected angle. Long and structured is easier for AI to generate than short and punchy. Start here.
- Adapt the lead magnet into a 600–800 word blog post: opinionated stance, 3–4 body sections with specific subheads (not “Why this matters”), short paragraphs.
- Generate distribution assets from the lead magnet: in one pass, produce a primary LinkedIn post, a short-form email, and two LinkedIn variants (each using a different hook angle and highlighting a different insight).
- Tweak one variable to re-run: if the angle isn’t landing at the lead magnet stage, change the selected angle in the previous step and re-run downstream. No re-prompting needed.
Phase 4: Connect everything
After this phase, you’ll have: a CTA strategy that ties every asset back to the core lead magnet.
- Generate a CTA strategy: ask the workflow to recommend 5+ placement channels, audience-specific positioning, and 3 CTA copy variations (curiosity, urgency, benefit-driven).
- Map LinkedIn → awareness, email → traffic, lead magnet → conversion. Every channel should drive back to the same core asset.
- Plan internal linking: add the new blog to related posts, place CTAs on relevant landing pages, and identify which Slack or peer communities to share it in.
Quick reference
- Total time: 2–4 hours to set up the workflow; 15–30 minutes to run on each new podcast.
- Tools needed: AirOps (or ChatGPT/Claude/Make/Clay), a podcast transcript, brand voice samples, ICP/positioning docs.
- Key output: one podcast → lead magnet + blog post + newsletter + 2 LinkedIn posts + CTA strategy. Across similar campaigns: 50–100% higher social engagement, 30–50% email open rates, 200+ monthly lead magnet downloads.
“The seed of thought should start with you. AI helps you bring it to life.”
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