Cross-promotion
Cross-promotion is when two shows or brands promote each other's content to their respective audiences, for example swapping mentions, sharing each other's clips, or appearing on each other's podcasts. It trades reach rather than buying it.
For example, your host appears on a complementary, non-competing B2B show, and in return that show's host comes on yours, each plugging the other to a relevant new audience.
Why it matters: cross-promotion puts your show in front of an audience that already values podcasts in your space, which is a far warmer source of new B2B listeners than cold paid reach.
Cross-promotion works best between shows with genuinely overlapping ICPs - a swap is worth doing when their audience is who you would target anyway.
- Swapping with any show that will say yes, regardless of audience fit.
- Measuring success by raw audience size instead of ICP overlap.
- Doing a one-off plug instead of a real guest swap that puts you in front of their audience as the authority.
What is cross-promotion?
Cross-promotion is when two shows or brands promote each other's content to their respective audiences, for example swapping mentions, sharing each other's clips, or appearing on each other's podcasts. It trades reach rather than buying it.
How do you find cross-promotion partners?
Look for shows that serve a similar B2B audience without competing directly with you. Guesting on each other's episodes or swapping clips and shout-outs are the most common formats.
Does cross-promotion cost anything?
Usually not in cash, it trades audience access. The cost is the time to build the relationship and create the swapped content, which makes it efficient when the audiences genuinely overlap.