In this episode of the Affiliate Marketing Podcast, host Lee-Ann Johnstone speaks with Jodie Millward, the Agency Partnerships Lead at Linkby. They discuss the evolution of affiliate marketing, focusing on the shift from traditional CPA models to CPC-driven content. Jodie shares insights on how Linkby empowers brands, especially smaller ones, to access premium content without upfront costs. The conversation highlights the importance of performance marketing, brand awareness, and the potential of Linkby as a future leader in performance PR. Practical tips for brands looking to leverage the platform are also provided, along with trends in the affiliate marketing landscape.
Talking points include:
- CPC allows brands to secure premium content without upfront fees
- Performance marketing can enhance brand awareness effectively
- Collaboration between marketing teams can enhance overall performance
Listen to find out more about:
- Tips for smaller brands to leverage Linkby
- The shift towards CPC content
- Trends in affiliate marketing and content partnerships
Breaking Down the CPC Model for Premium Content
CPC (Cost Per Click) represents an exciting evolution in affiliate marketing that enables brands of all sizes to access premium content placements without the hefty upfront costs. Jodie explains how traditional methods of securing articles on major publications like Condé Nast or Hearst typically require significant tenancy fees with no performance guarantees. Through Linkby’s platform, brands can secure dedicated feature articles and only pay when users click through to their website—ensuring every penny spent connects with genuinely interested potential customers. This model democratises access to premium publishers for smaller brands while providing measurable returns that many CMOs demand. As Jodie notes, “We’ve actually been called out as being a game changer from the likes of LMS, New Balance, and Audi” who can now access new audiences through publications they wouldn’t traditionally work with.
Transforming Brand Awareness into Measurable Performance
One of the most compelling aspects of content-driven performance marketing is its ability to bridge the gap between brand awareness and measurable results. Jodie shares impressive statistics from smaller brands like Oodie, where “83% of the campaign traffic was new visitors to site” and “64% of purchases were for first-time buyers.” This demonstrates how strategic content placement can drive both discovery and conversion simultaneously. For established brands like LMS, a Black Friday campaign secured top placement on Harper’s Bazaar, Cosmopolitan, and Elle‘s “best beauty advent calendars” features, driving over 200% ROAS. This hybrid approach allows affiliate managers to justify content investment with hard performance metrics while still delivering the brand exposure traditionally associated with PR efforts.
Collaborative Marketing: Breaking Down Internal Silos
The most successful brands using content on performance are those breaking down traditional departmental silos. Jodie describes strategy sessions where affiliate teams, PR departments, social media managers, and brand marketers all collaborate to maximise content opportunities. This integrated approach ensures content efforts complement each other rather than compete. As Jodie emphasises, “We don’t want to be seen as like we’re competing… we’re one team, one dream.” She highlights how affiliate managers can add value internally by showcasing their ability to secure premium placements typically associated with PR, but with the added benefit of performance tracking and optimisation. By connecting content efforts to measurable results, affiliate managers can secure additional budget and recognition while contributing to broader marketing objectives.
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Listen to find out more about:
- Tips for smaller brands to leverage Linkby
- The shift towards CPC content
- Trends in affiliate marketing and content partnerships
Key segments of this podcast and where you can tune in to go direct:
[03:19] Understanding CPC vs CPA in affiliate marketing
[13:44] Performance marketing and brand awareness
[18:28] Practical advice for small to medium brands
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