Category: Audience Development

If you’ve been trying to grow your podcast audience for long, chances are you’ve begun to explore the power of cross-promos. As a listener, you’ve likely heard these on your favorite show plenty of times. While they can vary in style, a cross-promo is essentially a deal between two shows to promote one another on their podcasts. Most often, this consists of a 30-60 second ad swap. 

Podcast marketing can include a wide variety of tactics, from ad swaps to guest interview pitches and beyond. If you’re looking to grow your audience in a significant way, one of the best strategies is to coordinate a podcast feed drop (or feed swap), wherein two podcasters agree to place episodes from each other’s shows on their respective platforms. For example, Slate’s What Next TBD shares an episode from NPR’s Up First, in exchange for NPR’s Up First sharing an episode of Slate’s What Next TBD. Feed drops are a simple yet powerful way to reach target audiences who are already interested in that sort of content.