When we think of storytelling, our minds typically go to things like murder mysteries, fiction narratives, or personal testimonials. 

But branded podcasts leverage storytelling in a different way that aims to connect with customers, create experiences, or inspire them to take action. 

impact.com is a prime example of a brand that has embraced the medium to do just that. Using their podcast, The Partnership Economy, to cultivate thought leadership, connect with their target audience, and showcase their values in a way that’s both engaging and accessible.

In this edition of Brand Stories, we sat down with Ananya Sethi Kingshott, the Senior Growth Program Manager at impact.com to learn more about:

• Their podcast, The Partnership Economy 
• Their motivations for starting the podcast
• The impact the series has on their brand
• The lessons they’ve learned along the way

Introducing The Partnership Economy 

The Partnership Economy explores the transformative potential of partnerships in business through candid conversations with industry experts. Specifically, the show unpacks how partnerships can drive growth, innovation, and customer-centric strategies.

Hosts, David A. Yovanno and Todd Crawford, the co-founders of impact.com “interview thought leaders across brands, agencies, and partners to unpack the future of partnerships, as a lever for scale and an opportunity to put the consumer first.”

After tuning in, the impact.com team hopes listeners come away with “a new idea they can implement in their work, further understanding of the world of partnership marketing, a look ahead at upcoming marketing trends, and a connection to our hosts and guests.”

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Why impact.com turned to branded podcasts 

impact.com decided to add a branded podcast to their marketing mix to help them achieve their goals of “expanding our thought leadership, deepening our credibility in the partnerships space, reaching new audiences, and sharing powerful stories.”

With podcasting’s unique ability to build impactful connections and brand authority, impact.com saw an opportunity to dive beyond typical marketing content to create a resource that both informs and inspires. 

The company turned to Quill to help them create a show that “educates people on the untapped potential of the partnership economy - which encompasses affiliates, creators, customer ambassadors, media publishers and so much more.”

By providing a space for industry leaders to share personal experiences and actionable insights, The Partnership Economy helps position impact.com at the forefront of the partnerships conversation, offering listeners real-world perspectives and thought-provoking discussions in a rapidly growing field.

Learnings from the podcast process

Now five seasons in, The Partnership Economy team says one of their biggest learnings is the importance of fostering authentic dialogue between the host and guest.

Ananya notes, “You want to do everything you can to encourage a natural dialogue between the guest and the host – this process looks different for everyone, but ensuring that both parties have built a rapport and feel prepared for the conversation is a hugely important part of the show.”

This emphasis on preparation and rapport-building has been foundational for the podcast, empowering guests to open up and share real, valuable insights with listeners. This approach strengthens the quality of the content, creating an engaging experience that resonates with their audience and keeps them returning each season. 

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How a branded podcast has benefitted impact.com 

Moving onto the tangible impacts of branded podcasting, the impact.com team says The Partnership Economy podcast has helped “solidify ourselves as credible thought leaders in the space, improved our SEO and keyword rankings, and has increased brand awareness.”

Let’s dive a bit deeper into some of these outcomes:

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Thought leadership

76% of brands cite thought leadership as a primary goal of their podcast pre-launch – and impact.com was no exception. 

The company was keen to establish their authority in the partnership space, so they launched a podcast that positions their team and network of industry experts at the forefront of conversations around partnerships and growth strategies.

The podcast format allowed impact.com to delve into the nuances of partnerships in a way that blogs or reports often can't, offering listeners actionable insights that build trust and credibility over time. This is reflected in the numbers with 46% of brands citing podcasts as a more effective tool for establishing authority compared to other mediums. 

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Enhanced marketing content

impact.com has maximized the value of The Partnership Economy podcast by integrating it into their broader marketing strategy, leveraging the content across multiple channels to drive impact far beyond the show itself. 

As their team shared, “The content we’ve created has gone far beyond the show, as we’ve been able to utilize it in campaigns and paid strategies.” This approach reflects a larger trend, as 94% of marketers repurpose their content to boost reach and effectiveness.

By repurposing podcast episodes into blog posts, social media snippets, and email newsletters, impact.com has found a way to keep their messaging consistent and provide high-value content across channels.

Stronger connections with their target audience 

The Partnership Economy podcast has enabled impact.com to foster deeper, more meaningful connections with their target audience. By consistently delivering content that resonates, the show has built a dedicated listenership and reinforced impact.com’s relationship with marketing professionals, influencers, and content creators. 

As the team reflected, “Watching the show continue to gain traction and drive downloads has been extremely rewarding, as it shows our content is resonating with our target audience. Anecdotally, it's also incredible to receive direct feedback that an episode sparked an idea or provided a tangible takeaway for a listener.”

A platform for brand storytelling

“One of the biggest benefits of podcasting is storytelling. In today's fast-paced world where we're constantly receiving quick hits of information, long-form content is a unique opportunity to truly dive into a full story.”

–Ananya Sethi Kingshott, the Senior Growth Program Manager at impact.com

Through their podcast, impact.com has transformed complex marketing concepts into relatable stories, creating a powerful platform for brand storytelling. 

By featuring in-depth interviews with a wide variety of guests, the podcast brings real anecdotes and personal experiences to the forefront, showing how strategies around partnership marketing and career growth play out in the real world. “Storytelling adds a human connection to our content,” Ananya explains. “It’s a more relatable and enjoyable way to share data and provide context – making concepts like ROI and customer acquisition more tangible.”

In this way, “storytelling allows our audience to visualize how insights can play a real role in their strategies,” which builds a stronger, more personal connection with the brand. Rather than just presenting numbers or trends, impact.com uses stories to provide depth and context, helping listeners see the value of partnerships in a new light.

Forging relationships with guests

The Partnership Economy has provided a unique way for impact.com to build real, lasting connections with guests by sharing their personal journeys and insights. Ananya noted, “On the guest side, we're thrilled when we hear that their episodes have resulted in further speaking opportunities, helped their family and friends better understand their work – and, of course, when they ask to come back on.”

One standout moment was when Jackie Pimentel shared her career journey from an entry-level Sales Operation Specialist to a Sr. Global Director at Meta. Her story was filled with “a lot of honesty, humor, and insightfulness,” making for a compelling episode that truly resonated with listeners. Moments like these don’t just add depth to the podcast—they create meaningful connections with guests, often leading to new opportunities and collaborations. 

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“We've loved launching and growing this show into its own thriving channel. We're excited to amplify the voices of partnership experts and connect with a much larger audience.“

– Ananya Sethi Kingshott, the Senior Growth Program Manager at impact.com

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Ready to see what branded podcasts can do for your business?

Through The Partnership Economy, impact.com has tapped into the power of storytelling to make complex ideas about partnership marketing insightful and approachable. By sharing real stories and experiences, impact.com has positioned itself as a go-to voice in the partnerships space, while also building genuine connections with their audience.

The podcast also became a key part of impact.com’s marketing strategy, with episodes finding new life in social media posts and campaigns. By repurposing these conversations, impact.com has been able to extend the podcast’s reach, keeping their message consistent across channels and adding real value to their omnichannel marketing efforts.

To learn more about bringing your podcast to life, get in touch with the Quill team. 

Tune into The Partnership Economy wherever you get your podcasts.