Can content be dethroned?
An interesting article I read recently headlined 'Will coupons dethrone content' by FMTC, which stands for 'For Me To Compete' - they provide publisher/ affiliate tools so that affiliates of all sizes can compete on the big stage - at least that's what it says in their 'About Us' profile, suggested that for some in the affiliate space, there seems to be a shift of attitudes regarding what makes for a healthy/balanced affiliate programme.
Apparently for many years, merchants and coupon affiliates have engaged in a 'battle' of sorts over the supposed added value provided by coupons, discounts, and deals that publishers have added to their affiliate programmes. The article added that many merchants have avoided coupons because of the supposed perception that discounts can tarnish their brand and as a result, have either begrudgingly worked with affiliates offering coupons and deals, or have enjoyed the traffic brought in by these affiliates' offers, but still don't hold them in high regard as additing significant value to their business and therefore offer low commission rates.
Of late though, according to the FMTC article, there is a trend towards merchants actively engaging coupon, discount and deal affiliates, but "declining" content affiliates. One school of thought is that the pandemic has changed consumer buying habits and needs and many purchases may now be more driven by price rather than content as a result. They also suggested that the change in trend may also be as a result of "merchants becoming more educated and understanding the value coupon affiliates bring to a programme".
At the end of the day, FMTC is a coupon and deals tools promoting company. Not a bad idea to keep an eye out to see how these kinds of trends impact the affiliate world - particularly the WA world. If you have any thoughts on this piece, feel free to share in the comments below. Interesting reading if nothing else....in my world "Content isn't just King...it's the Kingdom!"
Cheers!
Maria
Recent Comments
24
Hey Maria really good post. I did not realize that Coupon Affiliates was a think. I understand however given the economic times we are in that companies have to make more valiant efforts to woo customers even if innately they believe a coupon strategy could devalue their brand. For my MMO site I think I will look into blending the content and coupon approaches.
Thanks
Hugh
Hi Hugh. Glad you found the info valuable. It was interesting learning for me too and certainly another avenue to consider for your business - particularly as you look at consumer trends in these unprecedented times. Cheers!
Maria
I think I agree that Content is still King! It is possible to dabble in other things but we must keep the good content flowing! Cheers
Jenni
I'm definitely in the content is King camp, but it doesn't hurt to explore the other options out there.
Maria
Thanks for the little piece of information Maria!
I never realized there were two different types out there. I always just thought that the coupons my affiliates were offering were enough. Maybe I'm not understanding it properly. It is a bit confusing.
I do understand the concept of buyers looking more into pricing than actual content though.
Something for me to learn a little more about.
Thanks
Angela
Hello Angela. It's all new learning for me too. There's so much out there in the affiliate world that doing your research and figuring out what works best for you and your market makes sense. There must be a happy medium or at least a formula that works for your niche.
Maria
Content is still king for websites, but there is a "but." I think that many people read content when they are researching, but are more interested in catchy videos or images when buying or just surfing. So, the content of images is also important to catch the eye.
Agree with you too. There are so many variables as to why some consumers purchase vs others. People may be reading content less in some instances, while for others they want to know as much as they can about a product before they buy it - even if it comes with a coupon or a discount. Lots to learn in this affiliate world.
Maria
See more comments
Maria, good article is appreciated. "You GO, Girl!" LOL
Thanks Spike! How are you doing? Hope all is well. How's that book coming along? Lol
Maria, slowly, but surely on the book. Son is gathering his knowledge re a niche about nutrition.
I'm still brainstorming, re my niche.