“The type of content that works best…”
Attended by more than 400 delegates from 43 countries, the FIPP World Media Congress in the Portuguese town of Cascais kicked off with a look at the innovation that’s happening in the face of severe disruption.
Congress 2023 brought together people from a cross-section of media and technology sectors, who explored key industry topics with the foremost global experts.
Richard Bean—CRO, Affilizz— and James Hewes—President and CEO, FIPP—discuss new strategies for driving affiliate revenues.
Here are a few key insights from the session:
1. “Making the correct sort of content”
Data. People talk about data, data data’s just random numbers. Basically. If you look at the affiliate industry, it’s what I call data-rich information pool. So I don’t want data. I want information that then can inform the decisions I’m making to ensure that I’m making the correct sort of content.
What we do is we pull all the data in from all the merchants, and we do it not only from the merchants, but we do it by which channel they’ve made the purchase. So we can track if they’ve gone through social media, if they’ve gone through just the website, if they’ve gone through Twitter, YouTube, whatever.
Pull it all in and then serve it off in a dashboard so that the publishers can sit down and look at who’s buying what from where, and how at what time. That’s quite important.
2. “The sweet spot spot for affiliates”
Let me talk about content because the type of content that works best, and then I’ll talk about the categories. The type of content that works best is reviews-based content.
That’s absolutely because the mood music in the consumer’s mind is, I’m looking to make a purchase. I’m, you know, I’m thinking about a new television. Where do I, you know, let me have a look at the review. So if you’ve got reviews-based content, that is absolutely the sweet spot spot for affiliates.
The other side of content, I call it snackable content. And snackable content, there’s probably not the purchase intent. The person’s coming to your site and not necessarily thinking about making a purchase. And then you’ve gotta try and make them think about making a purchase.
3. How to generate long-term revenues
Snackable content for me is when somebody’s just surfing the web, they just want a bit of information. You know, they’re looking for a bit of gossip, they’re looking for a, a bit of news. They’re not, they’re not coming to find a product and read a review about it. They’re just looking to be entertained.
A lot of consumer lifestyle magazines are very much snackable content. You know, what was Holly wearing this morning? What was the football score last night? What’s trendy, and all that sort of stuff.
Then you just have to think, is there a commerce angle there? Is there an angle that I can filter into this that will allow us to just build the archive of content? Ultimately that will generate long-term revenues.