The Webby Awards, Signal Awards, and Anthem Awards are just a few podcast competitions. Why should you submit your podcast for awards consideration? And how can you strengthen your podcast entry to increase the chances of bringing home a trophy?
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.
When thinking about the best ways to grow your podcast audience, it’s likely that guesting on other shows comes to mind first – and for good reason! As a podcast guest, you get exposed to a new audience for the entire duration of your interview. Podcast interviews are a great way to give new listeners a taste of what they could expect on your own show and encourage them to give it a listen in a way that isn’t overly promotional. That’s why being a guest on an external show tends to lead to a higher conversion rate (as in, more audiences hearing about you and then becoming listeners of your show) than purchasing a paid ad or running a cross-promo on that same external show.
Whether you’d like to try growing your podcast through cross-promotional partnerships or simply start monetizing your show by selling ads, it can be important to consider how it will impact the listener experience. Both ads and cross-promos can have major benefits to your show, which typically outweigh the costs. However it’s important to consider your listeners if this is a shift in how they will experience the show. Will it cause them to stop listening to the podcast? The answer is probably not, but here are a few things to keep in mind when introducing ads and cross-promos to your show:
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