As part of an in depth series on affiliates, Brad Alexander, CEO at FX Large Limited talks about what it takes to create great content for the affiliate industry
How important is it to have a good content strategy for affiliates hoping to stand out from the crowd?
Content is always important! Imagine your marketing is a big hungry machine and you have to continually feed it. The more food it gets, and the better the quality of the food, the better it will run. That’s content. As far as a strategy goes, not only do you need to constantly measure the cost vs benefit, you need to monitor the frequency.
Too much content could be a waste of money and boring for your target audience, while too little or sporadic content might not be efficiently engaging. Your email marketing company should be your partner in this area and you will be able to measure statistics on the effectiveness of your marketing campaigns. Also…ask! Your customers are your best gauge of your efforts.
What’s the trick to creating compelling and engaging content?
The first decision you need to make is which medium to use. You can create content in every form, from a couple of lines of text on Facebook, to a full blown feature film on YouTube, or (hopefully) something in the middle. Obviously, the costs vary as well.
If you want to stick to written blogs you had better be good at writing and, very importantly, create compelling titles for your blogs.
As far as video goes; keep it short, make it very dynamic in the beginning to get the viewer pumped up, and get to the point quickly.
Which markets do you focus on and do you see any potential in emerging markets, such as in Asia?
We work globally and work with translators every week. For example, when an English video is published, we can often get out a Chinese, Portuguese, etc., version with subtitles less than an hour later. We work mostly in retail trading for brokers and fintech companies but have done a lot of work in the past in gaming with Binary Options brokers.
How much effort do you put into SEO strategy?
We work very carefully with our clients on their SEO strategy as we often post our own content on their behalf. SEO is key on all our platforms; websites, Hubspot, blogs, YouTube, Wistia, LinkedIn, Instagram, Facebook, etc.
Where do you look for inspiration on the industry and how do you stay up-to-date with all the latest news?
We follow most major industry news feeds and blogs.
What are the benefits of attending large iGaming events, and what can they do better?
For me, I attend the shows to meet new clients and to offer our services for content and marketing.
Which marketing technologies are business-critical for the affiliate industry?
Most technology is readily available such as advanced CRM, email campaign software, etc. The technology, however, is not very useful unless you have dedicated people to keep it all going, inject good content to engage your target audience, and a team who can come up with fresh ideas.
Which qualities and skills are essential to your business?
In our business, attention to detail is critical. Not only to make our clients look professional, but to keep the regulators and compliance people happy. Also, we never stop finding new ways to do things and look fresh. The last thing we want is for all our clients' content to look the same as their competitors.
Which emerging technologies like AI and big data will impact the affiliate industry in 2020 and beyond?
Some of our clients are news analytics companies who use big data and AI. The technology is fascinating and we are always looking at analytics to help predict market moves. Of course, AI has been used for years to help predict consumer habits and trends and I see it being readily available soon by most CRM systems.
What do you know now that you wish you knew when starting out?
The most common thing our clients ask for are videos on how to use their products. In the beginning, I assumed this would be only a small percentage of the workflow. Knowing this and being able to combine this content with an SEO and marketing spin, has really benefited our clients.
What are the main challenges for the sector in 2020?
I feel a great buzz in the market to be honest. However, consumer spending may be hit by global economic issues this year and, of course, regulators. Therefore, great content will be critical.
Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?
Not yet, but I would love to attend.
What are your predictions for the future of the sector?
I see growth in the future, as great technology makes it more compelling, easier to use, and more fun for the user to get involved with.
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