You've recorded a podcast interview - a great conversation between you and the host. But, what happens next? Of course, the host will promote it, but what should you, their guest, do once your episode has been published?
Is it enough to mention the podcast content on a couple of social media posts and leave it at that? Or could you be more adventurous?
If your PR or marketing strategy includes recording guest podcast interviews, then you probably want to increase brand awareness, sell a product, attract new audiences or establish expertize. In each of those cases it makes sense to share your episodes far and wide, in as many places and ways as possible.
Here's what you can do to make the most of your podcast interviews.
Table of Contents
- 1. Thank the host
- 2. Share on social media
- 3. Write a blog post
- 4. Create an infographic
- 5. Feature it in your newsletter
- 6. Consider a media pitch
- 7. Add it to your podcast one-sheet or media kit
- 8. Use the content in an email drip campaign
- 9. Create a podcast appearance playlist
- 10. Consider podcast cross-promotion
- Final thoughts
1. Thank the host
First up, let the host know that you enjoyed the interview and thank them for the opportunity to appear on their show. Of course, you'll thank them straight after the interview, but taking the trouble to email them or, even better, sending a thank you card reinforces your appreciation.
You might also thank them online by mentioning that you've recorded the episode and asking your audience to look out for it.
Acknowledging the host and their work is another step towards building a great relationship with them. You might get invited back (another opportunity to reinforce your message) and they're more likely to recommend you to other podcasters.
After all, the more podcast interviews you can get, the more you'll achieve your guesting goals.
2. Share on social media
Your social media strategy starts before you've even recorded the podcast content.
Plan promotional materials
During the planning phase, check if they record as video format or audio-only. Video is better for sharing on social media platforms, but audio-only files can certainly work too.
Ask if the host will send you video snippets or audiograms that you can post natively to your own social media profiles. (Your suggestion might even spark a whole new line of publicity for the podcast if they've never thought of doing that before.)
If they don't provide this sort of content, seek permission to create your own.
Also find out if they provide shareable graphics. If they don't, you can create your own quote graphics on Canva.
It goes without saying that you should share everything the host posts about your interview. They'll appreciate it because it means your audience can easily click back to their profile and check them out. ( If you're also a podcast host, check this article about creating promotional materials your guest want to share.)
Finally, ask the host if they plan to use the joint posting feature on Instagram. This feature lets two accounts to collaborate on a single post. The content appears on both profiles simultaneously and both accounts share the likes, comments and engagement for that post.
Tips for sharing
Set-up keyword alerts for your name so you know when the podcast episode is published. Then you can share the link straight away. You can do this free on Google Alerts or use the alerts feature on Rephonic (with a full subscription.) Other paid tools include Mention and Talkwalker, which also monitor your name on social media.
Tag the host. Tagging is one of the easiest things you can do to alert hosts that you're promoting their podcast episodes. To tag someone on social media, type the "@" symbol followed by the person's username or handle (e.g., @janesmith. That notifies them and links to their profile in the post. Tagging works on platforms like Instagram, Twitter, LinkedIn, and Facebook.
Consider using hashtags in social media posts to increase discoverability and expand your reach by connecting your post to ongoing conversations or popular trends in your niche.
- Choose hashtags that are directly related to your podcast topic. For example, if the podcast episode discusses entrepreneurship, use tags like #EntrepreneurLife, #SmallBusinessTips, or #StartupPodcast.
- Consider using geotargeted hashtags if you and the podcast have a location-based element or audience. Add location tags like #LondonPodcasts or #NYCEntrepreneurs to reach listeners in those areas.
- Think about niche-specific hashtags too. For example, if your guest episode title was "Podcasting Tips with (your name)" you might use tags like #PodcastingTips, #PodcasterCommunity, or #PodcastGrowth.
Reply to comments on their YouTube videos or social media snippets. It almost goes without saying that you also need to engage with your own social media audience when you share or post snippets.
Pin the podcast episode post at the top of your Twitter, LinkedIn, or Facebook profiles for a while. so that more people will see it over time.
If you really want to go all out, consider hosting a live Q&A session with your audience where you discuss the episode’s topic, and encouraging them to listen beforehand so they can prepare their questions or contribute to the discussion.
Check the podcast's reviews and share positive feedback or reviews on your particular episode as social proof, tagging both the podcast and your own channels.
3. Write a blog post
You can repurpose podcast content by turning it into a blog post on your own website or even as a guest post on the host's site.
Your post might:
- Summarize the key talking points and introduce the episode.
- Serve as a companion piece by elaborating on ideas raised in the interview
- Add valuable content by covering a particular topic not covered in the interview
- Offer educational materials to supplement the information
If the blog post lives on your site, make sure you embed the episode so people can listen straight from the page. If it's a guest post, consider including a CTA e.g., to visit your website, join you on social media, or buy your book.
Remember search engine optimization and add relevant keywords and visual content to make the article discoverable.
For example, notice this blog post + podcast content combo from The Cult of Pedagogy. Host Jennifer Gonzalez asked Jennifer Borgioli Binis to write a blog post about Standardized Testing in the US. Then they recorded a podcast interview which complemented the original article and published both on the same day.
4. Or create an infographic
Instead of writing a blog post, you might consider making the podcast content more visual by using an infographic.
Infographics break down complicated info in visual form, so people can quickly get the main points. Plus, they're eye-catching and super shareable on social media! to share on your own website or social media platforms.
Include a CTA to listen the full discussion on the podcast.
5. Feature it in your newsletter
Let your own audience know about your guest podcast episodes by writing about them in your newsletter.
You might:
- Highlight valuable takeaways.
- Add bonus content
- Share why it's relevant to readers
Here's an example taken from Jason Gunn's weekly newsletter. Jason is a well-known personality in New Zealand and the newsletter serves as a connection point with his fans as well as promoting his business. Notice how he keeps that connection vibe going by explaining how the hosts made it a special interview and hinting at content his fans haven't heard elsewhere.
6. Consider a media pitch
If you've recorded a really significant or ground-breaking interview, why not let the press know about it? (Discover the difference between a press release and a media pitch.) Contact journalists who cover stories in your niche and explain why their readers would be interested in your interview.
7. Add it to your podcast one-sheet or media kit
If you plan to do guest interviews often, it pays to have a podcast one-sheet—a PDF that summarizes the value you offer to podcasts—to include with your pitch emails. List the interview on your website's media page too, or if you're a podcast host yourself, include it in your podcast media kit.
Include a brief description of the episode, topics covered and a link to listen. Also consider including relevant testimonials in your media kit to show you're a sought-after expert or thought leader in your field.
The more experience you have, the bigger the podcasts you can pitch.
8. Use the content in an email drip campaign
As a content marketer, you can repurpose podcast content for longer when you add it to your welcome sequences or email campaigns.
You might:
- Incorporate insights from the interview
- Add quotes
- Mention how much listeners can learn
- Reveal funny incidents or humorous snippets related to the podcast.
Keep the content engaging for new subscribers or leads.
9. Create a podcast appearance playlist
If you've been on multiple shows, why not make a Spotify and/or YouTube playlist of your episodes?
On Spotify:
Click your profile picture at the top, and select Settings. Under Social, toggle 'Publish my new playlists on my profile" on/off
Spotify Support
YouTube has a whole section dedicated to creating and managing playlists, too.
To share on YouTube:
- Go to any Channel page
- At the top, tap PLAYLISTS
- Next to the playlist you want to share, tap More
- Tap Share to share via email, text, or other social networks. You can also share the playlist URL by tapping Copy link.
10. Consider podcast cross-promotion
Cross-promotion is huge in the podcasting world now. So, if you have your own podcast and you're guesting on another show, consider collaborating with the host to benefit both podcasts.
Check our podcast collaboration article for more ideas.
Final thoughts
Don't leave podcast promotion all up to the host. Guests have such an important role in sharing and repurposing podcast content, too.
Promoting your own guest podcasting episodes helps you:
- Build your reputation as a thought leader in your industry
- Market your book, online courses or services
- Cultivate a positive reputation amongst the podcast hosts in your niche by introducing their show to new listeners
- Alert a wider audience to key takeaways and new information that you've shared during your episode.
P.S. If you are a podcast host wondering why your guests aren't sharing their podcast episodes, check out Episode 107 of the 'Pitched: Real Stories of Pitching Bold Ideas' podcast where Angie Trueblood discusses how to make it easier for guests to share their interviews and why guests should be proactive about knowing when podcast episodes go live.
If you're keen on making podcasts part of your PR or marketing strategy, you need to know all about suitable podcasts in your niche and beyond.
Join Rephonic, the most complete podcast database.
Take full advantage of all our data and pitching tools and find your next guesting opportunities today.
