How to swap podcast episodes to promote your podcast

Estimated read time: 5 minutes

One newer way of podcast promotion is by swapping podcast episodes with another podcast in the same or a related niche. I first heard about this strategy on Tanner Campbell’s “Good Morning, Podcasters!” show. He called it a “feed drop.”

In this article, I cover:

What is a feed drop?

Swapping podcast episodes with another podcast is just that:

  • Two podcasts partner

  • One runs an episode of the other show in full.
  • In return, the other podcast runs an episode from the other show

Both show notes link to the other podcast’s preferred webpage to help listeners quickly find and follow the show.

Read next: How to search podcast episodes to find specific content

The biggest difference from simply promoting another show is that it’s the full episode. Promoting another show would be just a quick mention while you run a regular episode.

What are the advantages of a podcast swap?

Several come to mind:

  • The relationship aspect: It’s a great way to reach out to other podcasters – whether you know them or not – and invite them to a joint podcast promotion. It says, “hey, your podcast is great. Can I share it with my audience, too?”
  • Reaching a new audience: Getting the podcast in front of the other show’s audience can help you grow your reach for your podcast.
  • Offering additional types of content to your audience: It can be an advantage for the other show to be played for your audience. In addition, it also offers you another way to share an additional episode without having to produce an additional episode.

Read next: How to create podcast channels on Apple podcasts

How to identify shows to swap podcast episodes with

Some shows are more made for each other than others. No doubt. For example, I listen to sports-related podcasts all the time. While I find them interesting, they have nothing to do with business storytelling and wouldn’t be a good fit for a swap with The Business Storytelling Show. But other marketing shows out there – including ones I regularly listen to – are.

I look for related topics that listeners of my podcast might be interested in. For example, my first scheduled guest podcast episode is one of Jason Falls’ “Winfluence”. The topic is of interest to business storytellers and Jason does a great job with his interviews. It seems like a perfect fit.

To start, I would recommend to start asking podcasters that you already know or whose shows you’ve been a guest on.  I simply send a message like this one:

In addition, you can search for podcasts that cover similar topics to yours. From there, see if you can find a way to contact the hosts through social media or their website. Consider a more formal message along these lines:
Hello, <fn>,
I’m Christoph Trappe and produce and host The Business Storytelling Show. I would love to partner with you and swap episodes to help both of us with a podcast promotion.
Basically, I would run one of your episodes in my stream and would be happy to share an episode that you can run in your stream.
Would you be open to collaborate?
Don’t be discouraged if there are no immediate takers. It’s a newer podcast promotion strategy so it might take a moment for people to wrap their heads around it and – probably more importantly – consider if it’s a tactic that fits their current strategy.

Read next: How to be a good podcast guest

How to do a podcast episode swap

Once you agree to swapping episodes, you’ll have to get the file to the other podcast. While I save many of my episodes I couldn’t tell you where they all are. But it’s easy to download a version from my podcast post – Anchor.

I simply go to the episode and then click the three dots followed by download audio. From there, you can just share it through Google Drive or similar sharing service.

Podcast promotion: How to get the audio for a feed drop

How to introduce a feed drop?

I think it’s a good practice to have a little introduction before getting  to the actual guest episode. You want to give the audience an overview of what’s coming up and why it’s coming up.

You might say something that includes:

  • Why you’re sharing the guest episode.
  • If you are going to do more feed drop episodes in the future.
  • A bit more detail about the podcast that you were sharing an episode from and how people can follow it.

I also include my regular opening and closing.

Feed drop podcast episode art

I use different cover art for my podcast episodes – usually, it includes a picture of the guest.

For a feed drop episode, my options could be to use the generic art with just my face, add the face of the other show’s host or do what Jason Falls did when he feed dropped one of my episodes. He simply took my podcast cover and placed it where he usually places the guest image.

feed drop cover art idea

Overall, I think it’s a great strategy, and I hope to forge many meaningful partnerships through feed drops and strengthen existing ones.

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