Sounds like a buzzword. But at the heart, it really matters.
Affiliate marketing has evolved since the days of only coupons.
Coupons and cashback still play an important role in an affiliate program but you have to go beyond.
What Is Content Commerce?
Content commerce is another way of saying the commerce sections of news platforms, blogs, and magazines.
News platforms have entire publishing houses dedicated to commerce content, where they recommend what their readership should purchase in different verticals.
Content Commerce Is Critical To A Healthy Program.
In a nutshell, this was THE theme of PI Live Advanced New York 2022.
Here are 4 juicy industry tips we jotted down…
1. Content Commerce Audience Is Not The Same As A Website Audience
The content commerce audience for a publisher is different from a publisher’s general site audience.
For example, Forbes Vetted vs Forbes have totally different audiences. The same goes for New York Times & Wirecutter.
Those audiences/demographics are different, thus the content will be different as well.
A Forbes or NYT reader may not look to Forbes Vetted or Wirecutter for shopping, and vice versa.
2. Anyone Can Be An Affiliate Now
The affiliate landscape has evolved so much that anyone can be an affiliate now.
Publisher development teams are working with lots of sites who used to not be candidates for affiliates. Keep an eye out for emerging publishers.
3. “Incrementality” Means Something Different To Every Company
Ask advertisers what “incrementality” means to them – each company defines it differently.
Then use that to determine the value of each affiliate partner individually.
4. Let Content Commerce Publishers Know Your Goals
Content commerce publishers have the data to make recommendations.
That’s why it’s important you share what your goal as the advertiser is.
Ask the right questions – demographics, audience percentages, best performing product genres, examples of highest engaging content, etc.
By being transparent about your goals and audience…
…you’ll both be on the same page about the best placement for your product.
Looking for content commerce placements for your brand? Drop us a line here.
It won’t cost anything to chat with one of our Digital PR experts. And you don’t have to do anything else.