Borrowed audience

The audience and goodwill you access by putting someone else in the spotlight. When you feature a respected executive in an interview or profile, their peers see it, and some of the trust they already place in that person transfers to you as the host. It also works channel-to-channel: promoting another creator’s show in exchange for them promoting yours puts each of you in front of the other’s existing listeners. At a tiny named market the point isn’t raw reach — it’s that the right few hundred people encounter you through someone they already respect, which is worth far more than the same message sent cold.

Source: A course term for a common content-marketing practice, drawing on James Carbary’s content-based networking (featuring a guest gives you access to their network) and his podcast-to-podcast promotion swaps. Named here to keep the mechanism explicit; the underlying tactic is widely used in creator and B2B media, not attributable to a single author.

First used in: 2.3 · The interview series