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Affiliate managers: It’s time to shift your focus beyond media

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1 year ago

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If you manage affiliate programs, you know the positive impact of being featured in Good Housekeeping, CNN Underscored, Wirecutter and Rolling Stone’s listicles.

  • They optimize incredibly well for high-intent shopping phrases.
  • You see substantially higher conversion rates from the trust they add to the referral.
  • Major media adds credibility to your brand.
  • Adding the media company’s logos to your brand’s PR bar helps increase shopper trust and conversions.

The benefits do not stop there. As an affiliate manager, you can show top and mid-funnel traffic to your boss or clients.

You can be the hero to the PR team because their lives are easier with you keeping an affiliate program alive.

You have the visibility and the keys to revenue in your company, giving you a good name.

But Google’s introduction of AI-powered search could mean a shift away from media listicles. Here’s what affiliate managers can do about it.

If Google’s search generative experience (SGE) takes off, there may no longer be as much traffic going to media listicles

Based on the screenshots from SGE’s announcement and what industry advocates have shared, you’ll see that Google’s AI-powered search results feature stores in the top results with the affiliate listicles below them.

This cuts the affiliate list out of the picture from the traffic it used to enjoy. But that does not mean mass media affiliate lists are not valuable.

The companies mentioned above, along with Forbes Advisor, USA Today, Healthline, US News, BuzzFeed and other publications, drive traffic to the listicles from ads within their own sites.

And their own sites are “destination sites,” meaning there is a regular readership as people use them as starting points for advice.

The niche mass media sites can likely get the three featured boxes. Most important is that there are a loyal audience and traffic sources that can continue to bring in revenue.

So don’t cut them out if SEO traffic dries up. Change your strategy.

You’ll still get some revenue from them, but not like you did when they dominated the top of “Best XYZ products” and “Top products for ABC” queries. So what can you do to replace this?

I’d say go back to what made the affiliate channel high value in the first place, partnering with authentic voices and high-funnel touchpoints.

These are partners that introduce customers at the top of the funnel and drive traffic to your website without having to use your brand in SEO, PPC, or other methods.

Some of the new places your high-value partners may become top 10 include:

  • Shorts producers
  • Non-review video creators
  • Non-review content publishers
  • Destination sites

Shorts producers

The new SGE has a feature called Perspectives.

If the person searching does not trust the results from the AI answer, they can flip to find real opinions. It could be about a product, about your company, or to create a solution.

Micro-influencers with niche authority (plumbers, school teachers, moms that talk about local resources for kids, etc.) may be the big winners here.

Google is looking for and displaying “hidden gems” with the helpful content update. And it looks like perspectives may give these niche content producers an advantage.

If they regularly share real experiences, are authoritative on the topic, and stick with their niche, they may likely be the hidden gems and get the features from the big queries that were dominated by mass media who rely on authority and editorial trust.

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Non-review video and content producers

Non-review means the content creator is not reviewing your brand and does not include your brand in the title as keywords (specifically on YouTube). Instead, they focus on the solution.

As affiliate managers, we often encourage reviews, but this may work against us.

Adding your brand to the title tag and throughout the solution changes the meaning of the content. Here’s an example:

  • The best flower subscription
  • The best flower subscription from Amazon

Both of these will help an end user find a flower subscription. But one signals to a search engine or YouTube that they should only show the content when the brand is present in the query – in this case, Amazon.

By removing the brand and instead using affiliate links that point to Amazon, the content now has a better chance to show up for the big phrase “best flower subscription.”

Amazon still gets the sales and traffic and it is a pure value add since it’s traffic that the affiliate sent, and the consumer may not have been considering Amazon as an option.

This is why you should encourage affiliates not to focus on your brand, especially with coupons and deals. Solve problems instead:

  • Find the best product.
  • Fix something that is broken.
  • Enhance a recipe.
  • Etc.

Doing the content without requiring your brand in the title and throughout the description signals to the search engine that the content applies to everyone.

When your brand is included, it should only be shown to someone searching for the solution and your brand on the same query.

It limits the amount of traffic your company can acquire and the amount the affiliate can make.

The video may help the conversion because it shows the product does solve the problem.

But it is not as high in value because the customer already knows about your brand and is already in the sales funnel. But it does add value, so again, don’t just remove them.

You can apply this to:

  • How to change the oil in an (insert car model)
  • Ways to bake an almond cake without sugar
  • 7 alternatives to the flat head screw
  • 9 home decor ideas for studio apartments

Don’t add the brand to the title. Your affiliates can increase their chances for traffic and revenue substantially while your company or client can gain new customers they wouldn’t have had without the partner.

Destination sites

Find and recruit destination websites into your programs. Since we’re referencing “destination sites,” I’ll use travel affiliate sites to illustrate.

Expedia, TripAdvisor, The Points Guy, and others are destinations for consumers to research with a community or editors they trust.

They have an active audience and community and when they want, they can pound your sales funnel with high-intent customers you may not have had without them.

Because these sites are trusted communities, they will likely have an easier time getting into the three boxes the SGE interface recommends for more reading.

They are the E-E-A-T “authorities” on specific queries. It could be big (like saving money on Disney) or small (like finding the best hiking excursions in Virginia wine country).

These websites have had years’ worth of user-generated content (UGC) and self-regulation by the community. These same people comment about the answers and fact-check them.

The up-and-down voting, moderators, new comments from people that used the information, and verified customer reviews further build trust and should give the sites the ability to rank in these spaces easier.

If your affiliate program can be featured on these pages with a resource, then you are the one who will benefit from the new search results if they get to be one of the linked resources.

Your company also gets access to the community members looking for ideas and solutions on these pages. It is a huge win for traffic and sales, and there are communities for almost every niche. Parenting, beauty, marketing, developers, photography and artists, etc.

Partnering with authentic voices

There are other types of partners we should expect to see rising up based on the new SGE. It could be:

  • Forums with active moderation.
  • Wikis that are fact-checked and sourced.
  • Niche guides written by licensed and certified experts in the field.

By investing in these and continuing to work with mass media, you can make up for the lower positions of the shopping listicles and potentially increase total volume for your company.

So don’t panic if you notice the mass media listicles are a bit lower in the search results.

Mass media adds a ton of value. The important thing is to keep those relationships strong and look at who is now getting the traffic.

It’s a bit more work, but it is also more protection to your channel because you’re diversifying your traffic and revenue streams.

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Sutherland House Experts Book Publishing Launches To Empower Quiet Experts

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7 hours ago

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September 19, 2024

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Sutherland House Experts is Empowering Quiet Experts through
Compelling Nonfiction in a Changing Ideas Landscape
TORONTO, ON — Almost one year after its launch, Sutherland House Experts is reshaping the publishing industry with its innovative co-publishing model for “quiet experts.” This approach, where expert authors share both costs and profits with the publisher, is bridging the gap between expertise and public discourse. Helping to drive this transformation is Neil Seeman, a renowned author, educator, and entrepreneur.

“The book publishing world is evolving rapidly,” publisher Neil Seeman explains. “There’s a growing hunger for expert voices in public dialogue, but traditional channels often fall short. Sutherland House Experts provides a platform for ‘quiet experts’ to share their knowledge with the broader book-reading audience.”

The company’s roster boasts respected thought leaders whose books are already gaining major traction:

• V. Kumar Murty, a world-renowned mathematician, and past Fields Institute director, just published “The Science of Human Possibilities” under the new press. The book has been declared a 2024 “must-read” by The Next Big Ideas Club and is receiving widespread media attention across North America.

• Eldon Sprickerhoff, co-founder of cybersecurity firm eSentire, is seeing strong pre-orders for his upcoming book, “Committed: Startup Survival Tips and Uncommon Sense for First-Time Tech Founders.”

• Dr. Tony Sanfilippo, a respected cardiologist and professor of medicine at Queen’s University, is generating significant media interest with his forthcoming book, “The Doctors We Need: Imagining a New Path for Physician Recruitment, Training, and Support.”

Seeman, whose recent and acclaimed book, “Accelerated Minds,” explores the entrepreneurial mindset, brings a unique perspective to publishing. His experience as a Senior Fellow at the University of Toronto’s Institute of Health Policy, Management and Evaluation, and academic affiliations with The Fields Institute and Massey College, give him deep insight into the challenges faced by people he calls “quiet experts.”

“Our goal is to empower quiet, expert authors to become entrepreneurs of actionable ideas the world needs to hear,” Seeman states. “We are blending scholarly insight with market savvy to create accessible, impactful narratives for a global readership. Quiet experts are people with decades of experience in one or more fields who seek to translate their insights into compelling non-fiction for the world,” says Seeman.

This fall, Seeman is taking his insights to the classroom. He will teach the new course, “The Writer as Entrepreneur,” at the University of Toronto, offering aspiring authors practical tools to navigate the evolving book publishing landscape. To enroll in this new weekly night course starting Tuesday, October 1st, visit:
https://learn.utoronto.ca/programs-courses/courses/4121-writer-entrepreneur

“The entrepreneurial ideas industry is changing rapidly,” Seeman notes. “Authors need new skills to thrive in this dynamic environment. My course and our publishing model provide those tools.”

About Neil Seeman:
Neil Seeman is co-founder and publisher of Sutherland House Experts, an author, educator, entrepreneur, and mental health advocate. He holds appointments at the University of Toronto, The Fields Institute, and Massey College. His work spans entrepreneurship, public health, and innovative publishing models.

Follow Neil Seeman:
https://www.neilseeman.com/
https://www.linkedin.com/in/seeman/

Follow Sutherland House Experts:
https://sutherlandhouseexperts.com/
https://www.instagram.com/sutherlandhouseexperts/

Media Inquiries:
Sasha Stoltz | Sasha@sashastoltzpublicity.com | 416.579.4804
https://www.sashastoltzpublicity.com
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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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6 days ago

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September 13, 2024

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

— Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

— AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

— AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

— Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

— Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

— Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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4 weeks ago

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August 23, 2024

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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