The value of content affiliates
The affiliate landscape in the UK is dominated by voucher code and cash back affiliates. These affiliates generate a high volume of sales and revenue and are ultimately of great importance to the overall affiliate mix, however, advertisers must ensure that they do not rely too heavily on one affiliate type.
A great way to offer stability and diversity to a programme is to invest in valuable content affiliates. Content affiliates are the holy grail of the affiliate channel as they are true brand ambassadors who will ultimately invest a lot of time and effort in writing compelling content about your brand.
This affiliate type can add great value to your programme as the articles they produce for your brand will be optimised for key words thus increasing traffic to your site. Content affiliates also offer a great opportunity to present your brand to a completely new audience.
Furthermore, content affiliates typically have an engaged audience and so the content they produce on your brand will be of great relevance to their members - this can lead to a high conversion.
Working with content affiliates is also a great route when there is concern over brand image and reputation. Many brands are conscious of working with cash back and voucher code affiliates as they feel this can damage the perception of their brand. As competition on cash back and voucher code sites is rife, generally a discount code or cash back increase is required to secure top exposure. The beauty of working with content affiliates is that a discount is not needed in order to secure exposure. Instead, these affiliates value assistance in developing interesting and engaging content as well as securing high quality images to supplement their article.
All in all, content affiliates are an extremely valuable and important part of the ideal affiliate mix. Content affiliates should be managed on a long term basis as they have the ability to drive incremental sales and quality return customers with the added bonus of protecting your brand image.
Contact your affiliate manager at Equator today to find out how you can best utilise content affiliates to improve your programme.