Leverage Content Marketing to Generate Affiliate Marketing Success
What is Content Marketing?
Content marketing is a marketing strategy that involves creating and sharing digital content to attract and engage consumers. Some examples of content marketing include social media posts, influencer endorsements, videos, blogs, product reviews, infographics, and more. Many digital marketers have found success using content marketing within the affiliate space. In recent years, content produced by affiliates has grown by 175%, and the revenue driven by content publishers has increased by 240%.
Marketing on a performance model allows marketers to choose the CPA pricing model that best suits their customer acquisition goals. Many marketers work with content partners on performance-based payment models, while others only accept payment on a flat-fee basis. The flat-fee payment model is most common with influencer partnerships in the affiliate marketing channel.
Why Content Marketing is Important within the Affiliate Channel
Many marketers now recognize that content marketing allows brands to connect with consumers like never before. In the affiliate channel, content marketing is a great way to engage with potential consumers where they’re spending their time, whether that be scrolling on social media, reading a review online, or watching an influencer’s gift guide on YouTube.
With this type of natural engagement, marketers can gain insight into consumers’ content preferences and what types of content they respond to best. It’s important for affiliate marketers to build and maintain strong relationships with content publishers, as they are the key to driving quality, relevant traffic to unique content placements.
Learn more about how a popular lifestyle brand drove a 32% increase in revenue by maintaining great relationships with their upper-funnel content partners.
Content marketing builds brand recognition by creating several touchpoints across numerous channels and devices. In addition to brand awareness, content marketing builds brand equity by creating long-term touchpoints, such as blogs and articles, that will organically increase reach with readership through SEO over time. The average consumer engages with at least three to five pieces of content when they’re considering purchasing a new product or service. With content partnerships creating several touchpoints throughout the buyer’s journey, marketers have the ability to drive 3x more leads at 60% less of the cost.
Top 3 Tips for a Successful Content Marketing Strategy
Stay Ahead of the Game
To implement a successful content strategy, planning is everything. Unlike some channels within the affiliate space, creating content takes time and preparation. It’s crucial for marketers to maintain content calendars that outline high seasonality and new product launches or sales to keep editorial teams and content publishers up to date. Whether it’s a social media influencer promoting a weekend sale or a product review teasing Black Friday promotions, being proactive is the key to a successful content marketing strategy. As a result of Perform[cb] Agency’s content planning strategy and proactive partner communication, this popular sunglasses brand achieved a 210% increase in revenue month-over-month. Additional ways to stay ahead when creating a content marketing strategy include:
- Utilize the marketer’s content calendar to create strategies around upcoming promotions
- Reach out to content publishers in advance to have all placements ready prior to promotion or high seasonality
- Plan to create a strategy to increase consumer ratings by partnering with review sites
Set Measurable KPIs
KPIs can vastly differ from client to client depending on vertical and campaign goals. Many marketers tend to focus on lead quality, sign-ups, or sales, but when it comes to content marketing campaigns, KPIs need to be a bit more specific. KPIs should be determined based on the payment model; this means if the partner is being paid on a flat fee, the KPIs will be derived from impressions and engagement. If the partner is to be paid on a performance model, KPIs will likely be conversion-based and include metrics such as sign-ups or sales. Marketers within the affiliate industry tend to see higher ROI when working with performance-based payment models, and it’s clear the industry is beginning to follow. Check out some additional examples of KPIs to measure for a successful content marketing strategy:
- Click-through-rate (CTR)
- Conversion rate
- Site traffic
- Unique page visits
- Return on ad spend (ROAS)
At each stage of the buyer’s journey, the consumer intent is different. That’s why content marketing is such a unique strategy, being that marketers can deliver insightful content through multiple touchpoints. Marketers must have content partnerships implemented at each stage of the purchase funnel. The awareness stage focuses on impressions, audience reach, and engaging potential leads; this is done by creating attention-grabbing, educational content to introduce the brand and influence the buyer’s consideration. Within the consideration stage, marketers will use content marketing tactics such as product review listicles and influencer marketing to create a desire for their brand and begin building brand loyalty. With 87% of marketers already creating content for different stages within the customer journey, it is crucial for brands to embrace a full-funnel approach to remain relevant and visible among their competition. Examples of top-performing content at each stage of the funnel include:
- Awareness – blogs, social media, video, E-books
- Consideration – product review listicles, influencer promotion
- Conversion – giveaways, testimonials
Learn more about why a full-funnel approach is key to content marketing and customer acquisition success.
Since the start of affiliate marketing, content partnerships have continued to grow in popularity in the space. To drive success with content marketing, it’s important to continue meeting customers where they are and connect with them on a personal level. Through proactive content planning, measurable KPIs, and employing a full-funnel approach, marketers can ensure they will be set for success.
If you’re a marketer looking to tap into the content marketing space, reach out to start creating a winning customer acquisition strategy.