“We’ve at all times been a content material firm that has impressed,” Are Media’s head of affiliate partnerships and enterprise improvement, 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 thing from the advert gross sales technique, to the individuals the corporate is hiring.
By way of 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 online marketing channel in three important methods. The primary was to develop the corporate’s relationships, networks, and purchasers.
“Earlier than I used to be on board, we didn’t actually work with Amazon, or David Jones, or Temple and Webster straight,” Leisk stated. “We had some manufacturers by way of 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 advertising and marketing. Increasing that portfolio was actually key to begin 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 search engines like google and yahoo, key phrase analysis, and the knowledge that we’re getting from our manufacturers about what individuals 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 tips on how to write content material that has plenty of longevity – Search engine marketing-informed evergreen content material, serving to individuals discover the very best dishwasher or the very best wine fridge,” Leisk stated.
“What’s vital to search for while you’re out there for these issues is a really totally different story to writing an editorial piece. Coaching 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 direction of what Leisk describes as Are Media’s important purpose to “at all times 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 choose a couple of product to assist them alongside that journey.”
Serving to readers entails discovering them the place they’re – “as our audiences change, we have to observe the place they’re consuming that content material,” Leisk stated.
“It doesn’t actually matter what platform it’s on. Whether or not it’s in print, digital, social media channels, web sites, or by way of an EDM, we wish to be the place audiences are and we wish to assist them make that subsequent determination.”
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 Additionally: Magazines have grow to be luxurious gadgets backed by luxurious manufacturers: Nicky Briger
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High Picture: Lauren Leisk