Share Tweet Share Email“We’ve all the time been a content material firm that has impressed,” Are Media’s head of affiliate partnerships and enterprise growth, Lauren Leisk, tells Mediaweek.In an trade that thrives on relationships, Are Media has been pushing its content material commerce technique, utilizing it to information choices about every part from the advert gross sales technique, to the folks the corporate is hiring.Through constructing sturdy relationships with manufacturers together with Myer, Freedom, Sephora, Koala, Air BnB, Amazon, Temple & Webster, The Iconic, and Priceline, Are Media is already producing gross sales for a variety of merchandise.Leisk got here to the enterprise two and a half years in the past, and has labored to construct Are Media’s affiliate marketing channel in three important methods. The first was to broaden the corporate’s relationships, networks, and purchasers.“Before I used to be on board, we didn’t actually work with Amazon, or David Jones, or Temple and Webster instantly,” Leisk stated. “We had some manufacturers by sub-networks and issues like that, so my goal was to create one-to-one relationships with all the highest e-comm manufacturers in Australia that do have an affiliate marketing campaign and are prepared to interact with us on efficiency marketing. Expanding that portfolio was actually key to start out with.”The second step was to put money into know-how to “deliver all that ensuing knowledge collectively and make sense of all of it to make inferences and knowledge lead choices to tell our content material.”“Taking insights from serps, key phrase analysis, and the knowledge that we’re getting from our manufacturers about what persons are shopping for allows us to tell our content material technique.”The third was the upskilling of editors, with many coming from journalism and newsroom backgrounds. “That pivotal level was coaching them on find out how to write content material that has loads of longevity – Search engine optimization-informed evergreen content material, serving to folks discover the perfect dishwasher or the perfect wine fridge,” Leisk stated.“What’s necessary to search for if you’re out there for these issues is a really completely different story to writing an editorial piece. Training them to flip it on its head and take into consideration how we service our readers from a buying angle was key to driving income.”All of those modifications are working in the direction of what Leisk describes as Are Media’s important objective to “all the time be servicing our viewers.”“Our goal in content material commerce is to take the belief that our viewers already has in our manufacturers, and ship them the knowledge they want to select a few product to assist them alongside that journey.”Helping readers entails discovering them the place they’re – “as our audiences change, we have to comply with the place they’re consuming that content material,” Leisk stated.“It doesn’t actually matter what platform it’s on. Whether it’s in print, digital, social media channels, web sites, or by an EDM, we need to be the place audiences are and we need to assist them make that subsequent choice.”For manufacturers, Leisk stated that the technique will make them “much more tangible” for readers of Are Media’s titles.“We’re delivering to advertisers and our manufacturers – particularly our huge e-commerce manufacturers and purchasers – readers who’re already out there to purchase that product or analysis additional, to take them additional down the gross sales funnel.”See Also: Magazines have grow to be luxurious objects backed by luxurious manufacturers: Nicky Briger–Top Image: Lauren Leisk
https://www.mediaweek.com.au/adding-clients-investing-in-tech-upskilling-editors-building-are-medias-affiliate-marketing-channel/
