The Fall of the Traditional Customer Funnel & The Rise of Content Creation

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Has the affiliate marketing industry transformed into something we no longer recognise?

Only if you haven’t been paying attention. Things never stay the same forever so we shouldn’t be surprised when a classic customer model is revamped. For years, digital marketers have relied on the customer funnel to understand and track customer behaviour. It was a simple enough process to follow and utilise; customers become aware of the product, consider purchasing the product and end up purchasing the product.?

So, what’s changed?

The customer funnel has metamorphosed into something more complex. The traditional funnel has been pulled apart and stitched back together for a more personalised approach. What I mean is just because a customer discovers a product on Instagram doesn’t mean they will purchase it via the same platform. They’re more likely to move on to another platform to check out some reviews and then, yet again, to another platform to buy the product from an affiliate link they trust.?

The roles publishers play are overlapping. Affiliates and marketers must adapt their strategies to this change to meet their customers at any stage of their buying journey.

The Rise of Content Creation

How does the fall of the traditional customer funnel lead to the rise of content creation? Why do affiliate marketers in particular need to adapt their content creation strategies? With publisher roles overlapping, it’s not enough to slap an affiliate link in a promotional post and trust those wanting to buy to click on it. Things have become a lot more complicated but that doesn’t mean it’s become more difficult to reach these customers - as long as you adapt your approach.

Content creation has become key for affiliates to succeed. They now must share educational content, in-depth product reviews, tutorials and basically anything customers need to finalise their purchasing decisions. The more you give them, the more likely they will be to purchase from your affiliate link. Your content needs to go beyond just driving sales, it needs to position you as a trusted source and help to build long-term relationships with your audience.

Affiliates need to realise that they are no longer the final click. You now have the opportunity to meet consumers at any stage of their journey.

The Future of the Funnel

Affiliates who have been paying attention might not be surprised by this new funnel. The buying journey has been becoming more about value and trust for a while now. However, if this is all news to you, there is still time for you to adapt to the new funnel. The modern buyer journey is more complex but that just means there are even more opportunities for you to connect with consumers.??

Start by:

• Aiming to add value at different stages of the funnel
• Creating engaging content such as detailed product reviews
• Working on creating a seamless experience for consumers
• Embracing the cross-channel approach by utilising a variety of platforms

More than anything, it’s about staying top of mind for consumers through a value-driven approach that fosters trust and builds credibility.

It’s best to not view this new funnel as a bump in the road. It’s not here to trip up affiliates or digital marketers, it exists as a result of the need for a more fluid buyer journey. Consumers want to engage with brands across multiple touchpoints. Affiliates are being presented with the opportunity to influence customers at more stages and increase the likelihood of being the final point of sale - not only being the final point of sale.

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