Let's talk about podcast promotion. I've been on both sides of it--I've run an AP pod for 3.5 yrs, and promoted a game on other shows.
But, I want to talk today about what that looks like on a practical level, and how to make the most of having your game featured on pods.
Make a note of the podcasts you see on the TL, or that friends/designers you like appear on. Keep a running list of shows you know of. Give a listen if you can, even if just to an episode or two.
Make friends. REAL friends, not "networking friends" (we can tell the difference). It makes everything better.
* Subject matter (What games do they focus on?)
* Format (Do they have guests? Interview or Actual Play?)
* Tone (Serious? Silly? Inquisitive? Promotional?)
* Reach (We'll revisit this)
Because when it's promo time, finding the right shows matter.
First thing to note: it never hurts to ask. A lot of us love to boost projects. (And for those of us who do guest-driven work, finding guests can be a hassle!) Reach out.
If there's a preferred mode of contact in the bio (mine is email; DMs get lost easily), use that.
This is where that research comes in handy.
Knowing which shows fit your game, and which shows to pitch interviews for vs. pitching AP for etc. is a vital skill.
This is SO IMPORTANT. Podcasts take time to record, and edit, and schedule, and produce. You need to be taking that into account.
I'm currently scheduling Po1 episodes for May. Not every pod is planning that far out, but some are, and some are even further.
Because the tighter the turnaround, the more stressful, and the more stressful, the better friends we need to be.
(Podcasters, if you've got advice about anything I've said so far, sound off.)
Remember I said "we'd get back to Reach?" Let's do just that.
There's a real value in reaching out and partnering with both larger and smaller pods in your promotion. Both have different strengths.
But taking the time to promote with smaller pods (and again, supporting them, building real actual friendships), those people will boost your project a lot more passionately.
So, you've got a game you're promoting. You've compiled a list of podcasts, and sent out a request to come onto the show. And you got back a YES! You've got a recording on the calendar! Excellent!
... What now?
Listen to their show again, if you haven't. Get a feel for the rhythm, the format. The tone. All of that stuff.
Make sure you know the energy you'll be bringing to the show. If it's a comedy Actual Play you'll want to be in a different space than a thoughtful interview.
We're always happy to answer questions and help guide you. A smooth recording helps everyone!
So you just need to make sure the technical half is locked down, and you're golden.
Same deal. Do your research, know the show, ask, and be supportive and kind. Then, just trust that they'll do you right.
Remember how I said to make sure you were emailing way ahead of time? This is why. If you have KS dates, share them with the podcasters upfront so they can plan a date (ideally, one on, or as close to release date as possible).
Boost it. Support it. Be excited about it. Tell your followers! It's both a cool thing you did, and a chance to remind them about the stuff you're promoting.
Plus, it helps us out, and builds that real relationship. Which is what it's all about.
When you SHOULD reach out will vary by podcast--but I tend to say you should start sending emails as soon as you know the *general* timeframe of your KS/release date/etc. E.g. "We're launching in the fall;" "KS goes live in October."