Many of our podcast listeners hear Novel Marketing through a podcast app on their phones. Other Novel Marketing fans read the blog version of each episode. While I often refer to the blog version as “show notes,” our approach to creating the blog version of the Novel Marketing podcast has developed over time to be more than just show notes. We now create a blog version of the podcast content, and the process requires far more than a click of a button. We don’t simply copy an AI transcript and paste it into WordPress. It takes quite a bit of work to create a weekly blog version of the podcast, especially if we want that blog post to rank on Google. How do you take an audio interview and turn it into a search-optimized blog post? While we do use AI in the first step, we have a very real human intelligence who takes that AI transcript and turns it into a blog post. Shauna Letellier is an author, copywriter, speaker, and Bible teacher. She’s written three books and numerous articles, and she is the “blogifier” of podcast episodes at Author Media. Why should we turn our audio content into blog posts? Learning Styles Shauna: If we’re going to serve our audience, it’s important to remember that people have different learning styles. Some prefer to listen, while others prefer to read. Time Constraints People also have different time constraints. If you have a desk job where you have to listen for customers, you can’t listen to a podcast, but you may be able to read a blog post during the slow parts of your day. Other people have more drive time when they can listen to podcasts. Shareability  A blog post is also more shareable than a podcast episode. It’s much easier to copy the URL of a blog post and paste it into a text, email, or social media post. It’s harder to share a podcast. I might send you an Apple podcast link, but you might listen on Spotify. If we don’t use the same app, you’ll have to create an account or download a new app, and by that time, you’re probably not going to listen at all. Thomas: We’ve had blog posts go viral because a social network will pick it up. People post about it on Facebook or Twitter, and we’ll see a spike in the stats for the blog version. However, that rarely translates to a spike in the podcast download stats for the audio version. The listening audience is very stable. We’ll have about the same number of listeners from one episode to the next, but the blog post audience can increase or decrease from week to week. We also send an email alerting people about the new blog post, and that email is very forwardable. People forward those emails to their friends and colleagues. If we didn’t have the blog post, our content wouldn’t be nearly as shareable, and our listener-growth rate would be much lower. Searchability Shauna: It’s much easier to search a website than a podcast when you’re looking for a specific piece of information. In our AuthorMedia.social community, people will often ask specific questions like, “What episode was it where Thomas mentioned the book All Marketers are Liars?” The podcast episode wasn’t necessarily about that author or book,