Can Content on Affiliate Websites Be More than Just Keyword-rich Text?

As a former business newspaper reporter, my work used to consist of bashing out news articles on a regularly scheduled basis. If an article did not pass the “content filter”, AKA news editor, it ended up in the trash. Outcome: only “newsworthy” content saw the light of day.

I confess as a result of this training I am somewhat protectionist towards my content and likely more than a little closed-minded when it comes to definition of “editorial content”.

Let me make an analogy. In the upcoming move The Watchmen, based on the DC graphic novel of the same name, a Latin phrase features prominently. The phrase is “Quis custodiet ipsos custodes?” or loosely translated “Who watches the Watchmen?”

Within the online world, where websites are just a mouse click away, are there “content watchmen” to ensure that web content passes muster and provides added value to consumers?

Shopping ain’t as Fun as it used to be… Enter the Sterile Shopping Experience

There is an emerging armada of online shopping sites where a datafeed-driven price comparison engine occupies the centerpiece. Shopping at one of these portals is a cold, unexciting experience – scan for the best price, click a check box, enter credit card info, await a brown cardboard box. These shopping sites are adequate for shoppers who have made up their minds and are at the tail end of the buying cycle. This is where a $1 price difference can “make or break” the sale going to one merchant or another.

It’s pure business and a “just the facts, ma’am” approach prevails. Check prices, whip out credit card, check out. Done.

Sure, the lowest price will do fine if you’re already have a specific brand, model number and price point in mind, but what about the rest of us? I’d like to think that there is scope for content-rich websites to occupy their rightful place in cyberspace.

“I still haven’t found what I’m looking for”: A Case for Useful Content

Not all shoppers have a clear idea of what they want to buy, or even know that a specific product model exists. These typically are known as “uninformed buyers” – they know they want a new plasma TV or SUV – they have no idea what model they want yet.

The pool for these prospects early in the buying cycle is vast compared to the buyers that emerge at the end. If your customer has a vague idea that he’d like to buy a laptop of some sort, but has no idea about the type of products available, how is he able to make the buying decision? A battery of price comparisons will not help him or her decide on the SW-R2D2 versus the T-1000.

Result? Indecision. Possibility: Lost sale.

What if out of every ten shoppers, only one made the buying decision? There’s scope for another nine undecided prospects to be converted into customers, which is where “useful content” can help.

“Useful content” should help the consumer understand more about the products or services being offered, not just the “thin content” (tech specs or manufacturer’s information) being served up as a “content site”.  Labeling marketing material provided by the manufacturer as editorial content is a disservice to the consumer. (Unless your consumers are incapable of visiting the manufacturer’s web site for product information).

Digging For Affiliate Gold: Keyword Watering Holes

In a recent Revenews post, “New Super Affiliate?” Peter Figueredo mentioned that new affiliate shopping site Offers.com’s key differentiator would be added editorial content that they publish on the site. After some clarification from Peter, it appears Offers.com’s editorial content refers to topic write-ups like their article on Genealogy.

Most smart marketers within a niche have discovered their key content watering holes. Spending your cash at these sites is not just an exchange of currency, but serves as a covert product education process too.

Back to the original point about “uninformed buyers”. Consumers want to be given guidance on what to buy. That’s why publications like the Consumer Reports magazine and the Better Business Bureau continue to exist and be accessed by consumers as a trusted authority.

Keywords alone don’t drive transactions, they merely bring traffic over. An eyeball isn’t worth as much, unless it’s a “buying eyeball”.

Here’s where useful content – not just for the sake of keyword ranking or even “search engine domination” – can help.

Firsthand information especially from other customers can close the deal, especially if their feedback is seen as neutral and unbiased. It’s not merely the keywords that feature on the page, but the fact that there is a living, breathing human being that’s put the credibility behind their name or username that brings the trust element into the relationship.

But webmasters are not just dependent on the whims and opinions of their past and present customers either. Being proactive helps. A lot.

What Webmasters can do: Beyond Keyword Driven Content

Take the additional step and go beyond search engine keyword-optimized content, Address the consumer’s questions about the technology, product’s process and effectiveness.  When you publish useful content as an effective marketing tactic it builds trust and if done well, eventually brings in the sales.

Trust as a concept cannot be easily defined. We all know what it means, but how is it put into practice?

Here are some examples ways to provide your customers useful editorial content:

• The information you are providing should go beyond what the manufacturer has already printed on their product packaging or website. Providing this is just scraping or recycling what is already known.
• Provide some idea of how other consumers or reviewers have experienced how the product functions in comparison to what the manufacturer says it does
• Suggest some ways applications for the product. Recipes which are provided with a microwave are “software” to go with the product “hardware”

While editorial content might not be as easy as copying and pasting blocks of text, it can pay big dividends. When done correctly it can move prospective customers further along the buying cycle, enhance trust and credibility with your customers and help close the sale.

Andrew Wee blogs about blogging, affiliate marketing and social traffic at Who is Andrew Wee.