What is Cross-Promotion?
Cross-promotion (or promo swapping) is a marketing strategy where two podcasters promote each other's shows to their respective audiences to gain new listeners.
Why Cross-Promotion Matters for Podcasters
Cross-promotion is widely considered the most effective way to grow a podcast audience because you are marketing to people who are already podcast listeners. This can take several forms: 'Trailer Swaps' (where Host A plays the trailer for Host B's show in their feed), 'Guest Swaps' (where hosts interview each other), or simple 'Shout-outs.' Unlike social media marketing, where you have to convince a user to stop scrolling and open a podcast app, cross-promotion reaches the listener when they are already in the app with headphones on. It is usually a free, barter-based arrangement that benefits both creators.
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Audiogram
An audiogram is a short video clip that combines audio from your podcast with a visual waveform and your cover art, creating shareable social media content that promotes your show.
Waveform
A waveform is a visual representation of audio that shows the amplitude (loudness) of sound over time. In podcasting, waveforms are used in audiograms and editing software to visualize audio.
Show Notes
Show notes are written summaries or bullet points that accompany each podcast episode, typically including key topics, guest information, timestamps, and links to resources mentioned in the episode.
RSS Feed
An RSS feed is a standardized XML file that contains information about your podcast episodes, including titles, descriptions, audio file URLs, and publication dates. It's how podcast directories and apps discover and update your show.