Long gone are the day’s affiliate marketing is best used for bottom-of-the-funnel conversions. Instead, affiliate marketing plays a part in every step of the customer journey, including revenue growth and new customer acquisition. How so? Content partners. By bridging the gap from discovery to purchase, content partners have the potential to drive big bucks. For many brands, including our clients, utilising content partners in affiliate marketing is an integral part of our strategy. So much so, Conversion Digital has been listed in the content marketing agency for startups directory by DesignRush. 

Three types of content partners to target 

Mass media publishers

Mass media publishers are globally or locally online and offline publications. Their content will cover several industries or sectors, such as technology, business, and fashion. 

Mass media publishers using affiliate links include the likes of Forbes, Conde Nast, Ziff Davis, Hearst, and Future Plc. 

Many of these publishers have several sites under one brand. For example, Conde Nast is home to some of the world’s most iconic editorials, including Vanity Fair, GQ, Conde Nast Traveller, and Vogue. 

Niche editorial sites

If you’re a small brand with a limited budget and contacts, partnerships with mass media publishers may be out of the question, particularly those that require a tenancy placement. Thankfully, you don’t need to rule out editorial entirely. 

Instead, pivot your focus to smaller editorial sites within your niche. Although these sites have a much lower reach, thanks to an engaged audience that trusts them, they can be a crucial driver of sales and brand awareness. 

For example, if you have a sustainable beauty product, you can formulate a strategy to target all sustainable editorial sites. Or, if you have a luxury product offering, you can target all luxe publications with HNWI readers.  


Last but certainly not least are influencers and content creators, an excellent target for small brands. Not only can you work with influencers to raise brand awareness and drive traffic, but it can also be a cost-effective way of creating new content. 

While influencer marketing can be expensive, an affiliate program leaves room for plenty of negotiation. For example, rather than paying an outright fee, you can offer a lower fee, increase commission and gifting to save money and test partnerships before committing to an increased budget. 

Key considerations of content partners 

  • Content partners can be a valuable tool to build brand awareness, which brands should prioritise over initial sales. 
  • Content partners often require a higher commission than bottom-of-the-funnel partners.
  • Offering exclusive benefits such as gifts & discounts can boost sales 
  • High-quality content can’t be produced overnight, so ensure you leave plenty of lead time ahead of key shopping dates.
  • A content affiliate strategy works very well in tandem with PR. 

While many affiliate partners will integrate your program seamlessly, content partners require more leg work. So, get in touch if you’re looking for an agency to create and manage a bespoke affiliate program with your KPIs in mind.