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Date Posted: Thursday 16th January 2025
Affiliate marketing is reshaping the relationship between brands and editorial teams. For PR and marketing professionals accustomed to traditional editorial outreach, understanding affiliate links and how they fit into today’s media landscape is essential. This guide will help you navigate affiliate partnerships, ensuring your brand or clients are well-positioned to maximise opportunities with media outlets.
Affiliate links are tracked URLs that allow publishers or bloggers to earn a commission when a reader clicks through and makes a purchase, or signs up to a service. For example, journalists at Telegraph Recommends or The Independent’s IndyBest will write about their top-rated products and include affiliate links to those items on a retailer's website. If a reader clicks on the link and buys a product (it doesn't necessarily need to be that exact product), the site will earn a small percentage of the sale. The links that are used contain special tracking parameters, such as a unique affiliate ID or cookies, to attribute sales or leads back to the affiliate.
For PR professionals, this means that the brands you look after may need to join an affiliate program to be considered for editorial coverage on some media outlets. You may think this is just for the big brands, but you'd be surprised how many small brands can be found on one of the affiliate networks.
Two of the most popular ways to join an affiliate program are through affiliate networks or content monetisation platforms.
1. Affiliate Networks (Direct Relationships)
Platforms like Awin, Partnerize, CJ Affiliate, and Rakuten connect brands directly with publishers. Platforms like these often involve a more hands-on approach for brands in terms of negotiating terms.
Here’s how it works:
2. Content Monetisation Platforms (Automatic Linking)
Platforms like Skimlinks and Sovrn Commerce enable publishers to automatically monetise links in their content.
Commission rates vary depending on the product category and retailer.
Here’s a guide to what you can typically expect:
Tip: Offering a competitive rate for your category can help your product stand out. If your brand or client is in a niche market or offers a premium product, consider offering a higher commission to increase editorial appeal.
If you’re new to affiliate marketing, start with Skimlinks or another automated platform. It’s simple, effective, and ensures you’re included in media outlets’ affiliate ecosystems. As you grow, explore direct partnerships through networks like Awin for higher control and optimised commissions.
To help your brand or clients navigate affiliate marketing effectively:
Affiliate marketing is a powerful way to bridge the gap between PR, marketing, and editorial media. With the right approach, your products can gain valuable exposure while driving measurable sales. Start today and set your brand up for success in the evolving media landscape!
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