Hey Reader,
How often do you think about collaboration when it comes to podcasting? I am talking not just collaboration with the person you are interviewing, but also collaboration with your listeners and with your co-host or podcast production team.
I recently hosted a live event for podcasters in Seattle and I had Carla Marie and Anthony on stage with me. If you don't know them, they've been making content together for 17 years. Eight podcasts. A daily show about to hit episode 1,000. Former radio hosts. The REAL deal.
And when I asked them what actually grows a podcast?
They didn't say better audio. They didn't say post more. They said: collaboration.
Here is what they meant:
1. Collaboration Between Hosts or Team
When I asked what makes their co-host dynamic actually work, Anthony said something that really landed: "We break it down to forward-facing and behind-the-scenes." Carla Marie handles the website, social, and outward-facing communication. Anthony handles all the technical, behind-the-scenes stuff. That way there is no overlap or "wait, who's doing that?"
2. Collaboration with the Guests: Stop trying to land the biggest guest and start thinking about equal-footing partnerships.
This one hit close to home, because I say this to my own clients all the time.
We all want to book the "dream guest." And sure, that can give you a spike. But Carla Marie made a really smart point: "A guest who's equal in your size is going to actually post about you, interact with your content, and show up for you — not just pass through for 20 minutes and never mention you again."
Some ideas.. Try ad-swapping with podcasts in your space. You record a short promo for their show, they bake one in for yours. It's free, it's targeted, and you already know those listeners are podcast people. They're not going to need convincing to try a new show.
3. Collaboration with Listeners: Your audience IS the collaboration.
This was my favorite part of the whole conversation, and something I think most podcasters don't think about nearly enough.
Carla Marie and Anthony come from radio where shows literally relied on callers. That two-way communication was just how it worked. And they brought that same energy to podcasting.
Their whole approach is: "We're Carla Marie and Anthony — and you are the show."
They've built a community where listeners know each other's names. They've met each other on vacation. They show up for each other. And as Anthony put it: "If everything ended tomorrow, the thing I'd be most proud of is not the numbers, it's the community."
So what does that look like practically? Answer listener questions on air. Shout out birthdays. Invite them to play a game. Create moments that make someone feel seen. That's how you build an audience that doesn't just listen. They tell people.
If you want to go deeper on all of this, I actually recorded the whole conversation from the May 18th event as a Podcast Cafe episode. You can go listen to the full thing. It's a GOOD one.
PNW locals.. this one's for you:
The next Podcasters NW event is coming up on June 18th at Armoire in Seattle. This time I'm bringing in Ronit Plank (Let's Talk Memoir) and Erica C. Barnett (Seattle Nice) to talk all about storytelling and interviewing.
We're going to have three completely different interview styles in the room. My casual, curiosity-driven approach, Ronit's deep-research memoir world, and Erica's journalistic lens. It's going to be a great conversation.
Grab your spot here → Podcasters NW: Seattle Podcaster Meetup
Talk soon,
Hayleigh
P.S. If this topic has you thinking about what makes YOUR podcast grow, you can book a call with us to talk about it! You can book a discovery call right here.