“We have always been an inspirational content company,” said Head of Affiliate Partnerships and Business Development at Media. lauren lysk,Tell you media week.
In an industry where relationships matter, Are Media is driving a content commerce strategy and using it to guide decisions about everything from its advertising sales strategy to the talent the company hires.
By building strong relationships with brands such as Myer, Freedom, Sephora, Koala, Air BnB, Amazon, Temple & Webster, The Iconic, and Priceline, Are Media is already generating sales for a wide range of products.
Leisk entered the business two and a half years ago and has worked to build Are Media's affiliate marketing channel in three main ways. The first was to expand the company's relationships, network, and customers.
“Before I joined, we had never worked directly with Amazon, David Jones, or Temple and Webster,” Leisk said. “We had some brands through sub-networks and so on. My objective was to develop one-on-one relationships with all of Australia's top e-comm brands that run affiliate campaigns and are willing to engage in performance marketing.. First, expanding that portfolio was really the key. ”
The second step was to invest in technology to “integrate all the resulting data and make sense of it all to make inferences and data-driven decisions to inform content.”
“Insights from search engines, keyword research, and information from brands about what people are buying can inform your content strategy.”
The third was improving the skills of editors, many of whom came from journalism and newsroom backgrounds.
“The crucial thing was to train people how to write long-lasting content, SEO-based, timeless content that helps people find the best dishwasher or the best wine refrigerator,” Raiske said. Told.
“The important things to look for when putting something like this on the market are completely separate from writing an editorial article.. Training them to flip their thinking and think about how to serve their readers from a shopping perspective was the key to increasing revenue. ”
All of these changes work toward what Leisk calls Are Media's main goal: “Always serving our audience.”
“Our goal in content commerce is to capitalize on the trust our viewers already have in our brand and provide them with information that helps them make product choices along the way.”
Helping your readers includes finding out where they are. “As our audience changes, we need to track where they are consuming that content,” Leask says.
“It doesn’t really matter what platform it’s on: print, digital, through social media channels, your website, or EDM; We want to be where our audience is and help them make their next decision.”
For brands, Raiske said the strategy will make them “more tangible” to readers of Are Media's titles.
“We want advertisers and our brands, especially our leading e-commerce brands and customers, readers who are already in the market to buy or research their products, to take advantage of the sales funnel. We also provide services downstream.”
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Top image: Lauren Rajke
