Diary of a Mad…Black Podcaster

Diary of a Mad [Reflective] Black Podcaster, December 2023

“The Maaad Reflective Interview Feed Drop”

Synopsis

Podcast feeds serve as invaluable conduits for cultivating engaged listenership due to their dynamic and personalized nature. Unlike traditional broadcast mediums, podcast feeds empower audiences to curate their content consumption actively. Subscribers receive automatic updates, ensuring they stay seamlessly connected with their favorite shows. This ongoing, direct connection fosters a sense of community and loyalty, as listeners feel part of an exclusive, ever-evolving conversation. With that in mind, just because you end a series; that does not mean you must end your relationship with subscribers, forever.

As listeners willingly opt into specific content, podcast feeds become reservoirs of engaged audiences genuinely interested in the subject matter, creating a fertile ground for meaningful interactions, discussions, and sustained support for podcast creators. It is my belief that if a podcast host properly prepares her audience, they may be able to curate; reprise and re-release content well after their show/series has ended. #LeaveNoFeedBehind

Dear Diary,

I absolutely adore immersing myself into podcast interviews. While red carpet soundbites, late-show banter, and deep dives with the likes of Oprah or Iyanla Vanzant hold their own charm (yes, auntie, come “Fix My Life”,  lol); there's something uniquely captivating about podcast interviews that resonates with me a bit more. It's the sense that when the cameras are off, the speakers let down their guard, creating an intimate atmosphere that transcends scripted conversations. In the world of audio, the speaker is less worried about the “4th wall”. 

Recently, I found myself engrossed in an episode of Scam Goddess with Laci Mosley featuring Diallo Riddle. The conversation was so pure, it was almost like the listener was eavesdropping on two close friends.  Their fluid quips and impromptu dialect switches from American to British accents were quite remarkable. I enjoyed every moment.   

I am already a subscribed listener to both Scam Goddess and One Song (Diallo’s podcast). However, if I weren’t a fan, after that interview, I would surely go find his feed and subscribe.  This interview reminded me of a wonderful tactic in marketing as it relates to the podcast feed.  

We all know that guest interviews are probably one of the best (if not THE best way) to promote your podcast. (I say this emphatically as a person with no data, stats OR proof to share with you- and that’s why this is a “diary” and not a scientific journal. LOL.) 

Having a solid guesting strategy is wise for both the host and their guest.  The beauty lies in the mutual cross-pollination of audiences, creating a dynamic synergy that extends beyond the confines of individual shows. This strategic alliance not only broadens your listener base but also deepens the trust your audience places in you. By introducing them to another captivating show, you're not just promoting; you're curating an experience, fostering a community of shared interests and mutual discovery.

With that, I’d like to share a clever tactic employed by There Are No Girls on the Internet host Bridget Todd.  Bridget recently made a guest appearance on the tech centered podcast B the Way Forward hosted by Brenda Darden Wilkerson (President and CEO of AnitaB.org).  Bridget and Brenda had an insightful conversation about AI, surveillance practices, digital agency and reimagining the tech space in a more inclusive future.  The interview originally appeared on September 27 in B the Way Forward’s feed; but then Bridget brilliantly took it a step forward and dropped the episode in her Internet Hate Machine feed on November 1.

Sidebar: Feed Swaps are one of my favorite marketing tactics.  If you’re wondering what a “feed swap” (or feed drop) may be, check out this breakdown by my dear friend, and the founder of Tink Media, Lauren Passell.  When you combine the magic of a Guest Interview + a Feed Drop, you truly get to maximize the reach of all your audiences.

My favorite thing about Bridget’s approach is that she set up expectations for her listeners while seamlessly cross-pollinating Brenda’s show into her feed.  The key to a great feed drop is timing and brand alignment. Since TANGOTI was still in season, it may have confused the audience if Bridget dropped the episode there, but since The Internet Hate Machine had finished its last episode in February (and it was then November)- that feed was open and available for content.

Let’s take a look at how Bridget executed this tactic:

TIP #1 CLOSURE IS KEY; BUT SET ANTICIPATION/EXPECTATIONS

You’ll notice that before Bridget executes her feed drop, there is an episode entitled “Internet Hate Machine May Be Over, But the Conversation Continues”. I love when podcasts set the expectation for their feed.  Letting the listener  know your plan allows them to set a realistic estimate for your content. This episode title tells me that although this series has ended, I need to stay subscribed to the Internet Hate Machine feed (even if I follow Bridget’s other shows- TANGOTI, BEEF, etc). I will want to continue to subscribe here, just in case she drops a surprise episode, BTS snippets or reprises past content. In this case, I got a surprise interview by Bridget AND I’ve now learned about a new show!

TIP #2 TEE-UP THE TALK

When you press play on the episode, the first thing we hear is Bridget’s voice.  She gives us a warm welcome and lets us know how she’s missed having some of the conversations presented specifically on IHM. Then she proceeds to  give an explanation about the organization AnitaB.org and their new podcast B the Way Forward, where she was the inaugural guest. We learn a bit about the show and the hosts before Bridget lets us know  that  we get to hear the entire interview in her feed, now!

It’s important to start off a feed drop with the native host’s voice. The listener wants to make sure they're in the right place and a little explanation sets the tone for what’s to come.   

TIP #3 METADATA IS QUEEN

Lastly, Bridget leaves the pod.link for the show and the web address for the organization in the episode Metadata.  I am a huge fan of the 2-click rule.  Anytime I don’t have to remember something or copy paste a title in a search bar- it is almost guaranteed that I will do “the thing” immediately. (The “thing” in this case is:  Click-Click - subscribed! Click-Click- Followed! Done and Done!)

Yes, it’s an extra step to add the hyperlink in the Metadata. But, remember, it’s not that listeners are lazy- we are SPOILED!!!!  Once we no longer had to call the internet, all bets were off for waiting or wondering “what should I do next”.

We want the most access to content with the least  amount of effort. In this example, Bridget has already hyperlinked everything here for us- so  that we can tune into the next episode of B the Way Forward in two clicks.

BONUS TIP: The other thing that Bridget did was grant the original airing 30+ days to shine. What I mean by that is; more than a month elapses before Bridget drops the interview in  her feed- that gives both her listeners and Brenda’s listeners the time to enjoy the streams/downloads on the original feed.  After that time, if someone from Bridget’s audience missed the interview- this is a great way to reprise the content and revisit the conversation. Both feeds have their moment to  maximize downloads.

So, if you have a feed out there that may be retired; remember, you can still engage your subscribers if you’d like. Leave no feed behind!!! Reflect and reshare in your feed, as well.

Be well and always remember; L is for Love,

Fay

The anchor for my diary entry today is inspired by the December Sagetarius Jerry Lawson, Happy Belated Birthday!

Also, it’s the end of the year, so you know what that means TINK’s Audio Delicacies are here for 2023! Check out the BEST podcasts and episodes that showcase the uniqueness and diversity of the podcast industry.