A “yes” answer to the title question is worth lots of money. The tried-and-true formula for content marketing sales seems simple: engage readers (or viewers), gain their trust, and earn their clicks.
But, like writing a “simple” song that becomes a hit, there’s more to the process than most people hear—unless they’ve tried to write a hit song. Then, they discover the work in the art. Don Henley, of Eagles fame, said he wrote dozens of songs to find the 10 – 12 best ones for a full-length album. I’m guessing his experience is typical.
Picture this: you’ve meticulously crafted what you think (or have been told) is compelling landing page content. You’re stocked with top-notch affiliate products. And conversion rates are still dismal.
What’s missing?
Well, could be a lot of things but let’s assume a tipping point where you got everything right except…audience engagement. Engaged audiences aren’t just passive spectators but active participants in your story. They like the brand that is you. That’s the basic fuel (we hope rocket, right?) for driving coveted affiliate purchases.
At the risk of oversimplifying, engaging readers and viewers boils down to one idea: authenticity. People crave authenticity, like flowers crave sunlight. Be genuine, be helpful, and watch your audience grow.
This is especially relevant advice in our new age of AI-generated prose. AI tools can certainly help jumpstart what you want to say. Full disclosure: I use ChatGPT. I’d be foolish not to; it’s a thought organizer on steroids, a terrific time-saver. But so-called generative AI cannot generate my personal experiences and emotions (yet). Hence, there is a thriving market for AI content detectors.
Authenticity is the first step to building trust with your audience. And isn’t trust the currency of any successful relationship — personal or professional? Your audience must trust you implicitly as table stakes for clicking your affiliate link.
So, how do you earn their trust?
Deliver value consistently. Provide your audience with informative content that helps them with a problem they may have or answers a question they didn’t even know to ask. This is where Don Henley’s songwriting method comes into play. Quality comes from quantity. The value you provide increases as you learn more and practice delivering your knowledge in straightforward, concise ways.
Start by writing with a particular reader in mind. It’s great if you can entertain while doing it, but remember that entertainment is the topping, not the ice cream.
Also, be transparent about your affiliations. You can’t be authentic without being honest. After all, there’s no reason you shouldn’t be proud of what you’re selling — just don’t oversell it. No audience is more fickle than an online audience, so handle their trust with care. Connect with them on a deeper level. Engage in meaningful conversations (OK, I’ll start: what’s your biggest challenge right now?). Promptly respond to comments and messages (I will if I get any). Show your audience that you’re not just a faceless entity in the ether—you’re a real person, just like them. (Who else wonders if these blogs are a waste of time?)
Lastly, treat your email list like a garden.
Nurture the subscribers you want with exclusive content, special offers, and insider tips (all free). But weed out the subscribers who have lost interest in what you offer and are no longer responsive. They will choke your open rate and click-through numbers.
Every affiliate marketer discovers that building an engaged audience is not an overnight success story; it’s a journey filled with ups and downs, wins and losses. But forearmed with authenticity, consistency, and perseverance, you can build a loyal audience and turn clicks into cash.
Tony,
Absolutely, authenticity is the golden key to unlocking audience engagement and trust in content marketing. It’s like sunlight for flowers—essential for growth. Building a loyal audience takes time, but with consistency, transparency, and valuable content, you can turn clicks into cash.
Keep up the good work and you’ll conquer you goals and dreams.
CJ
Thanks, CJ. But upon rereading, I think I phoned that topic in.
Hi Tony,
Your reflections on engaging your audience with authenticity are spot on. I have found it is easier, as time goes by, to spot when something has been generated by AI. The need to be oneself when blogging, creating content for videos or whatever, is way more important to create that trust with your audience. Your posts are so interesting to read; your way with words is natural and engaging.
Andy
Hi Tony,
Once again, brilliant writing. Authentic – I now know you’re a music fan. More specifically, Don Henley and the Eagles. Which, actually, tells me a lot about you. You’ve also done a great job of weaving together solutions and stories. My very valuable take away – authenticity is engaging. Many thanks, Michael. Oh, I agree with your view of AI.
Thanks, Michael. Sorry for the late reply. I appreciate your encouragement. And Henley was my favorite songwriter of the Eagles–who, at their height, had 4 great songwriters. I think he had the most success post-Eagles, too.
Tony, Engaging your audience is key to making money in content marketing. Just like writing a hit song, it takes more than meets the eye. Authenticity is the secret sauce – people crave it like flowers crave sunlight. By consistently delivering value and being transparent about your affiliations, you build trust with your audience. Remember, it’s not just about entertaining; it’s about providing real value and connecting on a personal level. So, nurture your audience like a garden, and with time and effort, you can turn those clicks into cash. Thanks, Atif
Tony,
Yes to get engagement in your audience, that is the key. You must also be authentic as your followers will know when you are not. Building an audience takes time and I don’t know about you but I am willing to put in the time as the end result will equal success.
Sherri
I completely agree with the emphasis on authenticity in building trust with your audience. Being genuine and transparent about recommendations is important to establishing a loyal following and increasing conversions. Building rapport with your audience through meaningful interactions and consistently providing valuable content is crucial for long-term success in affiliate marketing. Trust is the foundation of any successful relationship, and cultivating that trust through authenticity can truly set you apart in a crowded online marketplace.
Building an audience definitely takes time, so being authentic is key. People love people and you don’t want to fake that stuff.
I love ‘treat your audience like a garden’ it’s a lovely way to look at it.
Thanks, Sarah. I think my green thumb needs exercising, given how late I am responding to you. Hope business is going well for you.
Tony, brilliantly written and so on point. For many years, I wondered if some of these internet marketing gurus were robots. They didn’t feel human, and I couldn’t read them or do visa-versa. I wasn’t getting the help I needed unless I threw more money at them. I felt like I was in their trap because I’d spent so much time and ongoing funds to get an edge in the business. It just didn’t work for me, and I had to cut my losses (I’m still paying for those losses, too). Dean is the first and only person I feel is the true gem. He doesn’t act like a multi-millionaire who is looking down on us. He isn’t asking for more and more money at each step. He gives way more value than what he asks for in monetization. His friendly and helpful personality tells me that although it has been years, he knows how we feel and what we’re going through firsthand and desperately wants us to succeed. He is the epitome of honesty and integrity. My goal is to be a marketer with genuine care and concern for my customers and audience. Thank you for a wonderful blog post (and I think a blog is never a waste of time).
A belated thank you, Vanessa Lea, for your encouragement. I, too, am a true fan of Dean. He is indeed genuine, not to mention architect of a great platform and training curriculum.