Part 3: Affiliate Marketing and Partnerships – Recommending Products You (and Your Audience) Love
It’s not uncommon to hear clickbait phrases like, “Break into this $5 Billion dollar industry.” If you’ve ever heard that and wondered, “How am I supposed to do that?” Then our installment here on affiliate marketing will help you. You’re not going to make $5 Billion dollars but you can leverage the institutions and infrastructure of that industry to your advantage.
Have you ever shared a product you genuinely enjoy and gotten a friend to try it? Affiliate marketing is similar – except you earn a commission each time someone takes your recommendation. For podcasters, affiliate marketing means partnering with companies to promote their product/service using a special link or code, and you get a cut when a listener buys something or signs up. It’s a popular monetization method that even beginners can use, since it doesn’t require any sponsor to pay you upfront. This part of our series explains how affiliate deals work, how story-driven podcasts can leverage them without sounding like salespeople, and which partnerships make sense for your show’s niche. We’ll also touch on forming other creative partnerships (like cross-promotions or content collaborations) that can indirectly bring in revenue or audience growth.
What Is Affiliate Marketing for Podcasters?
In simple terms, affiliate marketing is performance-based advertising. Instead of getting paid per listener (CPM), you get paid per action your listener takes – usually a purchase or sign-up. You typically receive a unique URL or promo code from the company to share. If listeners use that link/code, the company tracks it and gives you a commission (or a flat bounty) for each conversion.
For example, you might mention: “Check out Audible – use my promo code STORYTIME for a free trial.” Audible, in this case, often pays, say, $15 for each new trial sign-up that comes through your referral. If 10 listeners sign up, that’s $150 earned. Common commission structures include a percentage of sale (e.g. 5% of the price) or a fixed amount (e.g. $5 per sign-up). Some affiliate deals also pay per lead (like a free trial or email signup, even if no purchase).
Why is this great for beginners? Companies are typically more willing to offer affiliate deals than direct sponsorships because they only pay when they get results. There’s less risk for the business, making it a low risk investment for creators who can’t guarantee huge reach yet. You don’t need a minimum download count – just the ability to convincingly recommend the product. It’s also very scalable: as your show grows, so do the commissions, but even early on you can make a bit of cash with a handful of conversions.
However, keep in mind, affiliate marketing works best if the product aligns with your audience’s interests. The more targeted the recommendation, the higher the chance your listeners act on it. This is where story-driven podcasts can get creative: think about the themes or topics in your stories and what products/services might appeal to someone who enjoys those themes.
Finding the Right Affiliate Opportunities
Not all affiliate deals are created equal. Study through these opportunities to figure out how to find and choose partnerships that fit your podcast.
Join Affiliate Networks
Websites like Amazon Associates, ShareASale, CJ (Commission Junction), or Impact Radius aggregate tons of affiliate programs. Amazon Associates is popular since you can generate an affiliate link for basically any product on Amazon. If you mention books, gear, or movies in your podcast, you can drop Amazon affiliate links for those in your show notes and earn a small percentage if listeners buy them. Affiliate networks also have programs for services – for instance, ShareASale might have podcast-related products (microphones, software) or niche boxes and clubs that align with story content (like a murder mystery game subscription for a crime podcast).
Direct Affiliate Programs
Many companies run their own affiliate or referral programs. Audible, as mentioned, is a big one (great for any podcast to promote audiobooks or audio content). Other common ones in podcasting include web services (website builders, VPNs, etc.), but for story podcasts you might consider:
Book publishers or audiobook services: e.g. Audible, Libro.fm (which supports local bookstores), or specific book series affiliate if your show is related to literature.
Merchandise stores: If your show is fiction with a fandom, maybe partnering with a geek merch store or a subscription box (like a horror loot box for a horror story podcast) as an affiliate.
Events or Courses: Suppose your podcast is about real historical tales – you could affiliate with a history online course platform or a museum’s membership if they have referral schemes.
Digital products: Perhaps you use a sound effects library or scriptwriting software for your podcast – if they have an affiliate program, you could mention it in a “behind the scenes” context and earn if any aspiring podcasters in your audience purchase via your link.
Relevant to Your Story or Audience
The golden rule is match the affiliate to your content. If you host a crime mystery podcast, your listeners might love an affiliate offer for a “murder mystery” subscription game (there are services that send you a mystery to solve each month). If you narrate paranormal stories, maybe partner with a horror streaming service or a merch store for spooky apparel. A parenting story podcast could affiliate children’s book clubs or educational toys. Always ask: “Would I personally use or appreciate this, and would my listeners?”If yes, that’s a good candidate.
Check Commission and Terms
Some programs pay more generously than others. For instance, tech products might give you 10% of a $100 item ($10 commission), whereas a book might only net you 4% of a $15 book (just $0.60). Ideally, promote things of higher value or that a lot of listeners might buy. Also note cookie duration (how long after clicking your link you still get credit; Amazon’s is short – just 24 hours – while others might be 30 days). It’s no secret that Audible’s affiliate bounty is attractive for podcasters – a free trial conversion can pay $10-$15, which is a decent chunk for one listener’s action. Many podcasts (including narrative ones) often have a “Try Audible” ad which is essentially an affiliate promo.
Reach Out for Custom Deals
If there’s a product you love that fits perfectly, you can approach the company for a direct affiliate or referral arrangement. For example, let’s say your podcast revolves around travel adventure stories and you personally use a certain brand of travel backpack – you could email that company, explain your podcast and audience, and ask if they have an affiliate program or if they’d offer you a small commission for any sales you drive. Smaller companies might even give you a unique discount code for your listeners (say “STORYPOD10” for 10% off) which doubles as a tracking code for your commission. This is akin to a sponsorship, but performance-based. It never hurts to ask, especially if you have a niche where relevant affiliates aren’t readily available via big networks.
Integrating Affiliate Mentions Smoothly into Your Podcast
For story-driven podcasts, you want to be careful that affiliate promotions don’t break the spell of your narrative. Here are some tips to incorporate them seamlessly:
Use Mid-Roll Breaks or Post-Roll for Pitches
If your show has a natural break (say between story segments, or a clear “Act I / Act II” divide), that can be a good spot to briefly mention your affiliate offer. Alternatively, do it at the end of the episode (post-roll) as a recommendation segment after the story concludes. For instance: “That’s the end of our tale for today. If you enjoyed this story, I want to recommend a book I think you’ll love, [[Book Title]]. I’ve partnered with [Bookstore/Amazon] – you can find the link in the show notes, and if you purchase through it, it helps support the show.” This feels like a natural extension (a relevant recommendation) rather than a jarring ad.
Be Authentic and Upfront
Only promote things you genuinely think are good or useful. Your audience will trust your suggestions if they sense you are being honest. Clearly disclose that it’s an affiliate (ethically and often legally you should say you might earn a commission). You can phrase it casually: “If you use my code, you’ll get a discount and I’ll get a little something too, which helps me keep the podcast going.” Transparency builds trust and listeners won’t begrudge you earning a bit if they benefit and it keeps their favorite show alive.
Storytelling Approach to Promotion
Since you’re a storyteller, apply those skills! Instead of a dry pitch, weave a tiny anecdote about the product. For example, if you’re affiliating a writing software, you might share how that tool helped you write a tricky episode script. If it’s a physical product, maybe tell a mini-story of you using it in a context related to your podcast. This makes the promotion segment more entertaining and relevant. Some hosts even create comedic little skits around their ad/affiliate reads to match their show’s tone.
Show Notes and Website Links
Always put your affiliate links (with tracking) in your show notes, episode description, or on your website. Many listeners will click there rather than remembering a long URL you say aloud. If the company gave you a special coupon code, mention it in audio and list it in text. You can also use a simple redirect URL (like “yourpodcast.com/product”) that forwards to the affiliate link, which is easier for listeners to remember if they aren’t in a position to click a link.
Don’t Overload on Affiliates
It’s tempting to sign up for lots of programs, but don’t turn your show into a constant sales pitch. Choose a select few that you rotate or mention at key times. Quality over quantity. One or two affiliate promos in an episode (or even just one in every other episode) is plenty. Remember, you still want to maintain the listener’s immersion in your story. Too many plugs and they’ll tune out – or worse, tune off.
Making the Most of Affiliate Revenue (and Managing Expectations)
Affiliate marketing can be a nice side income, but how significant can it be? That depends on your audience size and how well the product resonates. Let’s look at some scenarios:
Small but Engaged Audience
Suppose you have ~500 listeners and you promote a $50 product with a 10% commission (so $5 to you per sale). If even 5% of listeners (25 people) buy it, that’s $125 earned from one episode’s mention – not bad! The engagement of your niche matters here; a tight-knit group that trusts you can have surprisingly high conversion rates.
Wider Audience
With a few thousand listeners, you might consistently earn a few hundred dollars a month from a couple of well-placed affiliate deals, especially if you’re recommending something many of them genuinely need or want. For example, many tech and self-improvement podcasters earn a lot via affiliate links to books or courses they discuss. A story podcaster might not have as obvious of a “product need” to fill, but think outside the box. Are your fans writers or creators themselves? Maybe an affiliate for a microphone or writing class could click. Are they history buffs because of your historical fiction? Maybe an affiliate for a curated history book subscription could work.
The “No Extra Work” Angle
One great thing about affiliates is that once set up, it’s mostly passive. You mention the link in an episode, drop it in show notes, and it can keep generating trickle income as long as that episode is listened to. If your episodes have a long shelf life (many story podcasts do, since narratives are evergreen), someone might listen months later and still use your code. It’s smart to periodically check your affiliate dashboards to see which links are performing. Double down on those that work (mention them again in a new episode or keep their links prominent on your website). If some aren’t performing at all, you can phase them out and try new ones.
Partnerships Beyond Affiliate Links
Monetization isn’t only about money directly—sometimes partnerships can help you grow, which leads to money. For instance, doing a cross-promotion with another podcast can net you new listeners (you plug each other’s shows). While not a direct payment, more listeners could mean more ad impressions or more patrons down the road. Similarly, you might partner with a platform or network for increased exposure: maybe a deal where a newsletter features your podcast and you provide content for them. Keep an eye out for opportunities to collaborate in ways that expand your reach or provide non-monetary perks (free gear to review, early access to a service, etc.). These relationships can evolve into formal sponsorships or affiliate deals later.
Recommended Affiliate Programs for Podcasters
There are a lot of options out there online so here are a few of the programs we recommend.
Amazon Associates
Easy entry point – generate links for books, tech, or anything. If you mention specific books or music in your story, link them. Just note the commission is small (starting ~3-5%), but volume or big-ticket items can add up.
Audible Affiliate
(via Amazon Associate or direct Audible Creator Program): As discussed, a great fit for any podcast (who doesn’t like audiobooks?). Each free trial or membership signup you drive earns a bounty.
Podcasts.com / PodcastNetworks
Some podcast networks have affiliate referral programs where if you refer a new podcaster or subscriber, you get a bonus. If you have resources for fellow creators, perhaps mention those.
Specialty Retailers
Depending on your genre, look for niche stores. E.g., ThinkGeek (GameStop) for sci-fi/fantasy, Hunt A Killer (interactive mystery game) for crime/mystery fans, Murder Apparel for true-crime merch, etc. Many have affiliate options or would consider setting one up for you.
Online Courses Platforms
If your listeners are aspiring something (writers, investigators, etc.), platforms like Skillshare, MasterClass, or Udemy often have affiliate programs. E.g. Skillshare sometimes pays for trial signups.
Travel or Event Services
For travel-themed stories, maybe affiliate with a travel gear shop or tour experience. For fiction with conventions, maybe a ticketing platform partnership for fan events.
Takeaway
Affiliate marketing is a flexible, low-barrier way to earn income by recommending products or services that complement your podcast. As a story-driven podcaster, leverage your relationship with listeners – if they trust your storytelling, they’ll trust your suggestions. Choose affiliates that genuinely align with your content. Over time, those commission checks (or deposits) can provide a nice supplementary income. Some podcasters even cover all their production costs just with a few well-chosen affiliate partnerships. And because it’s performance-based, you can experiment freely without worrying about “failing” an advertiser – if an affiliate doesn’t click with your audience, no harm done (you just won’t see commissions, and you can try something else).
Next, in Part 4, we’ll move into talking about creating and selling your own products and how bundling content can unlock new revenue. This is where you turn your podcast’s brand and knowledge into tangible offerings for your fans. See you next week!
END NOTES AND LINKS
Audible Affiliate Program for Podcasters
Audible’s affiliate program offers a commission for each free trial sign-up, ideal for podcast audiences interested in storytelling and audiobooks.
Audible Affiliates
Amazon Associates for Podcasting
Podcasters can use Amazon’s affiliate links to recommend books, gear, or products mentioned in an episode.
Amazon Associates Central
ShareASale – Affiliate Network for Podcasters
A well-known affiliate marketing platform that includes brands in lifestyle, tech, and education.
ShareASale
CJ (formerly Commission Junction)
A massive affiliate network offering partnerships with major retailers, software tools, and educational services relevant to podcast listeners.
CJ Affiliate
Podcasters Using Affiliate Links as Monetization
Successful shows often create companion web pages with affiliate links for every episode (e.g., podcast gear, source books). Examples include creators on Buzzsprout and Podpage.
Buzzsprout Blog on Affiliate Links
Tips from Descript’s Blog: Cold Opens and Hooks
Engaging openings matter for affiliate retention; Descript notes techniques to hold attention in the first 2 minutes.
Descript: Writing a Cold Open
Affiliate Storytelling Integration Tips
Shows like Lore and MrBallen often reference products or books that connect with story themes. Incorporating a compelling CTA and seamless story segue is key.
Example: Medium article on Lore’s success with Evernote
Pat Flynn on Affiliate Ethics for Podcasting
Flynn suggests being transparent with affiliate promotions and choosing products actually used by the host.
Smart Passive Income – Affiliate Marketing (External source)
ConvertKit Affiliate Program for Podcasters
Email marketing is a key upsell for podcast entrepreneurs. ConvertKit pays recurring commissions and is favored by content creators.
ConvertKit Affiliate Program
Podpage and Podcast Websites with Affiliate Pages
Tools like Podpage let podcasters create SEO-friendly show sites with episode transcripts and affiliate product embeds.
Podpage Affiliate Page Tips