The Ultimate Guide to Podcast Collaboration

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Podcast Collaboration Guide

You figured it all out, and you did it. You can finally say you know how to start a podcast. What began as an idea is now a part of your life. You bought the best equipment, found a microphone that makes your voice sound like an angel, interviewed your first guests, and maybe even found a few fans of the show. but then…

At a certain point in your podcast’s journey, you will want to start growing your audience. It doesn’t matter whether you’re a seasoned podcaster or just starting out. Even if you already have a thriving and active audience, growth is always a good thing. 

Taking the time to expand your audience can seem like a daunting task when you already spend so much time creating, editing and producing, but finding the right strategy will help you streamline this process. This is our Ultimate Guide to Podcast Collaboration – a strategy that works. 

1. Why Collaborate With Other Podcasters?

One of the best ways to reach new communities and potential listeners is through podcast collaboration. Regardless of what your podcast is about, there are fellow podcasters out there looking to grow as well. Remember the saying; ‘a rising tide lifts all boats?’ The same goes for podcasters – the more we can grow each others’ audiences, the more successful we’ll all become. 

It can be intimidating to put yourself out there, but you’ve got to be your podcast’s biggest fan if you want to get the attention of others. By reaching out to other creators and podcasters in your field for collaborations, you’re already getting your name out there.

No matter how niche or specific your podcast topic is, there will be podcasts that you can collaborate with. The key is finding the best way to approach your fellow podcasters and showing them that you’re stronger working together. 

2. Types of Podcast Collaboration. 

1. Shout-out 

We’ve all listened to a podcast in which the hosts say, “If you love our podcast, then you will definitely like podcast X, so check them out!” One of the easiest and most straightforward ways to collaborate with another podcast is to ‘shout out’ one another. All this takes is reaching out to other shows, offering to do a promo swap, and either writing your own copy, or asking your collaborators to write the copy in their own style. Before starting the actual promo swap, agree on how many times each collaborator will be promoted and how soon the promotion will start. Being vetted by a fellow podcaster is priceless, and you’ll start seeing new listeners streaming in.

2. Trailer Swap

This is another straightforward way to collaborate with another podcaster. You ‘swap’ trailers. It’s kind of similar to a shout-out, but instead of mentioning another podcast, you insert a trailer in your show and vice versa. IN this way, you don’t have to think about what to say or how to promote the other podcaster; all the work is done for you. Did you know that you can automate this process via Audry? You can even upload a specific trailer mentioned for swaps in your profile. With just a single click on a button, you’re all set! 

3. Guest Spots 

One of the best ways to bring on new listeners is to be a guest on another podcast. You don’t have to stick solely to podcasts in your field, and you can get creative. Whenever podcasts feature guests that they are genuinely excited about, the audience can tell, and they are more likely to check out the guest’s work. There’s no better endorsement of a podcast than another podcast being a fan! Being a guest on a podcast allows you to speak directly with a brand new audience and spread the word yourself! Plus, it will enable you to break from the regular format of your podcast and talk about your work in a new environment.

4. Guest Content 

Shout-outs, trailer swaps, and guest spots aren’t the only ways to collaborate with your fellow podcasters. Many podcasts, especially those that have already built up an audience and community, have a website to showcase their latest episodes and other content. They’re always looking for new ways to bolster their website, enhance their SEO and would welcome help with content production. Write a blog post or an article for their website, and link back to your own podcast. This will encourage their listeners and fans to check you out and also show that you have authority in your topic. Remember, everything you do should serve the purpose of promoting your podcast, so make sure they’re featuring your guest blog/article/episode on their social media channels as well. They’ll welcome the free content, and you’ll welcome the extra visits to your own website and podcast.

3. Find Your Potential Podcast Collaborator.

Now, the question is, how do we go about finding podcasters who are not only interested in collaborating but that can help us find new lifelong fans. There are millions of podcasts out there, and this means that there’s endless opportunity for you to find new partners and collaborators. You don’t want to accept any podcast collaboration. The key is to find mutually beneficial partnerships that boost your authority in your niche and bring on new audiences for each party. 

As you start conducting outreach for podcast collaboration, be mindful of how much time you want to spend working on content for other podcasts rather than your own. Remember, your podcast and its content always come first.

One of the easiest ways to find new podcasters in your niche is to see which podcast podcatchers define as being related to your own podcast. These podcasts already share a certain number of listeners with you. You can think of this as a Venn diagram; you may share some listeners, but there’s a proportion of their listeners who don’t yet know about you! The same goes for you bringing your listeners to other podcasts. The goal is to encourage as many listeners as possible to check out both podcasts – so that you can grow together. 

Many podcatchers use their own unique algorithms to determine which podcasts fall within the same niche. Check out a few different platforms to see what they recommend, then reach out to those podcasters. You can also look for podcasts about a different topic but share some similarities with your own show.

For example, if both podcasts are produced in the same city, have the same format, or even have different takes on the same current events, there’s a pretty good chance they can find a way to work together.

Reach out to Your Community 

There are also potential collaborators within your social media circles. If you have built a social media community around your podcast, check out what other podcasts your audience is following. You can also simply reach out to your listeners and ask them what some of their favorite podcasts are.

You will not only make your own audience feel involved with your podcast, but they’ll be much more likely to tag the podcasts that they recommend. 

Reach out to Experts in Your Niche

If you have a podcast about a particular topic, you can also research to determine which other creators are making podcasts in that niche. On any podcatcher or search engine, look up your topic – whether marketing, sustainability, or gaming – and research the suggested podcasts. Even Google features recommended podcasts for many search queries! Start building out a list of potential collaborators, and reach out to them individually with personalized messages.

Finding New Collaborators on Audry

We know that finding collaborators takes time and effort, and sometimes we just want to spend our energy actually making our podcast rather than conducting ongoing partner outreach campaigns. Audry streamlines the process of finding new collaborators and helps you meet vetted podcasters, identify partners within your niche, and grow your audiences together. You can narrow down your search by topic, location, episode duration, listens, and more to find the most beneficial collaborations. 

4. Reach Out to Your Potential Collaborator.

Once you have found podcasts that you want to work with, you’ll need to show that collaboration with you has value. Within your pitch, show them that you have traction, talk about the guests you’ve featured, and even link to other podcasts you’ve worked with. This will show that you don’t operate in a vacuum and that you’re actively building a community around your podcast. 

You already have dedicated, lifelong fans, but you’re looking to grow your audience, and you will convey that you chose their podcast for a reason. Make the outreach personal, show them that you’ve listened to the podcast, and tell them how you’d like to work together. 

The more they know about your intentions and what you can offer, they will likely partner with you. There are few ways podcasts tend to work together, and it is essential to be on the same page about how you will promote each other. Whether you want to be a guest on each others’ podcasts, write content for each other, or simply shout each other out, be clear from the beginning regarding what you want. 

When you’re using Audry to reach out to another podcaster, you don’t have to think about your pitch. You just send a template-driven collaboration proposal to another creator on Audry. A collaboration proposal allows you to easily specify what you’re interested in from the other show and what you can provide in exchange. You can get quick feedback on that from the person you are reaching out to and get straight to business.

5. Make the Most of Your Podcast Collaboration

Once you’ve determined that a potential guest could bring in new audiences and publicity, you’ll want to make sure that they feel prepared, respected, and listened to. At every step of the interview process. The better an experience a guest has on your show, the more likely they’ll be to recommend you to other guests, audiences, and podcasts. You can make any potential guest feel comfortable by simply listening to their needs and concerns leading up to the interview. For example, some guests have never been on a podcast, or, if they’re a podcaster themselves, they may be hesitant to be on a podcast where they’re not in control of the conversation.

Ensure them that your goal is to make them sound good and that you can always omit anything they’re not comfortable with. A comfortable guest is an open guest. 

The Pre-Interview

One of the best ways to ensure that your guest feels comfortable and excited to be on your podcast is to hold a pre-interview. All this involves is a five-minute call with the potential guest. During the pre-interview, you will be able to tell them more about the show, the line of questioning you’ll be focusing on, and how you can work together to promote the episode once it’s published. Make sure your potential guest is willing (and enthusiastic) to share the episode with their own audiences. This is one of the main questions you will want to ask going into the interview itself. If you are going to be preparing easy-to-share media, headliners, and even blog posts from the interview that they will end up not sharing, you’re simply wasting your own time.

This will also give you the opportunity to gauge whether or not the guest actually would be a good fit for the program. Remember – you don’t have to bring on every guest who agrees to be on your program, so be honest if they’re not a good fit.

After the Interview

The conversation doesn’t end after the interview. Even if you don’t publish the episode itself for a few weeks or months, maintain contact with the interviewee throughout the production process. Ensure them that they’ll be notified as soon as the episode is live. 

In the downtime between recording and publishing, you can pull quotes and produce teasers, trailers, blogs, audiograms, and more that they can share with their own audiences. There are several ways to repurpose your content for the most significant impact.  The easier you make it for them to share about the interview. The more likely they’ll be to post frequently and enthusiastically.

Lastly, always make sure the guest feels like their time is valuable and that their presence on the podcast is valued. Periodically check in with past guests to see how the interview on your show provided them with traction, quotes, or media that they’ve used in their own work. The more positive metrics and anecdotes you can show to future guests, the more you will grow your podcast!

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