TRAFFIC
CROWNING
GLORY
It might be overused but the phrase ‘content is king’ still rings true.
Max Martin explains how to create captivating content that will
delight your audience and help build brand loyalty
THERE HAS NEVER BEEN a
better time to invest in affiliate
marketing and if recent figures are
anything to go by, UK firms agree.
Performance marketing spend grew
to an unprecedented £1.6bn in
2016, according to the Interactive
Advertising Bureau and PwC.
So, how does content sit with
affiliate marketing? The best affiliates
rely heavily on generating exceptional
content that drives consumers to
their sites. Users need to see content
on your web pages and social media
channels that offers assurances you’re
a trusted resource. Clearly, then, it
needs to be engaging, authoritative
and honest. But how can you deliver
on all three fronts?
Here are three top tips for generating
killer content that will resonate with
your target audience.
Know your audience
First things first. Do you know the
audience you’re trying to reach?
Looking into your audience’s
habits and interests will give you a
mine of information. You can then
harness this and use it to create
content that speaks to them. Are
they looking for promotions? Do
they want to learn about the latest
releases and gaming developments?
Maybe they’re simply after guidance
such as betting strategies and tips.
Before you start curating content,
it’s crucial you examine why your
audience will be it interested in it
and what they are looking for when
they find your site. Clearly, you want
to convert them into customers, but
working out what drove them to
your site in the first place is crucial to
developing future content.
Provide insight
Affiliate marketing relies heavily on
trust, so if you don’t come across as
an industry leader, users may bounce
from your site instead of sticking
around. With search engines placing
more and more importance on user
engagement metrics in order to
determine authority, the lower your
bounce rate the better your chances
of ranking competitively. Providing
useful content that answers questions
is key to keeping people on your site
and gaining enough trust to ensure
they come back.
Keep your web content relevant
to questions that real people are
asking; you can even use a Q&A
format to make things clear. This
will also help you with your SEO
efforts, as search engines respond
well to a Q&A format, using your
content for rich snippets or knowledge
graph information.
Use social media effectively
Social media provides direct insight
into how your site operates and any
content you share on social channels
will help you build trust and engage
your (hopefully) growing audience. You
can use the likes of Twitter as a tool to
draw users to your website and provide
them with everything your trusted site
should be delivering. Moreover, social
media can be the perfect place for
consumer-led content, which is a great
way to validate your message.
Users are enticed by a variety
of incentives: the promise of deals
and offers, direct financial rewards
and content specifically tailored to
their needs are all big draws. Social
media can be the ideal platform to let
everyone know your site delivers.
Brand loyalty is absolutely key to
being a successful affiliate and the
above tips should help you curate
content that builds your brand.
MAX MARTIN
Max is part of the direct
acquisition team at
Digital Fuel Marketing
and has a keen interest in
unlocking traffic from as many digital
channels as possible. When he’s not
dreaming of affiliate riches he can
be found cheering on his hero Peter
‘Snakebite’ Wright at the darts.
iGB Affiliate Issue 72 DEC 2018 / JAN 2019
21