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Navigating the web of content partnerships with affiliate marketing

  • Jack Morgan
  • Oct 8
  • 2 min read
Tiles spelling "DIGITAL MARKETING" on a wooden background. Each tile is white with black letters, arranged in two rows.

Affiliate marketing is often described as a channel in its own right. In reality, it’s better understood as the buying mechanism that underpins much of today’s content partnerships — the connective threads in a wider web. From top-tier editorial publishers to niche comparison sites, affiliate models enable brands to secure visibility in articles that shape both consumer behaviour and generative AI outputs.


How affiliate drives content partnerships 

Publishers increasingly monetise their editorial content through affiliate links. Whether it’s a “Top 10 smartphones of 2025” article on a major tech site or a detailed product review on a niche blog, affiliate agreements allow these outlets to earn revenue when readers purchase via embedded links. For brands, this creates a scalable way to appear in the high-authority content that consumers and AI systems trust. 


Different ways to buy in 

To add to the spinning web, Affiliate isn’t the only commercial route to coverage, but it is often the most flexible. Brands can engage publishers through: 

  • Affiliate networks. Platforms like Skimlinks and Rakuten that manage commission-based partnerships at scale. 

  • Direct CPA deals. One-to-one agreements with publishers, giving greater control over rates and placements. 

  • Content marketplaces. Platforms such as Linkby, which connect brands with publishers for one-off or campaign-based features. 

  • Fixed-fee sponsorships. Guaranteed placement in key articles, often at peak retail moments. 

  • PR-driven coverage. Traditional earned coverage that may also include affiliate links once published. 


Each mechanism varies in cost structure and control, but the principle remains the same: affiliate provides the commercial framework for working with content publishers. 


Why this matters for generative AI 

ChatGPT interface on a screen showing sections for examples, capabilities, and limitations. The background is dim with a circular light reflection.

Generative AI systems rely on external sources to answer consumer questions. Review articles, buying guides, and comparison features are rich in the structured detail these systems draw on. Ensuring your brand is present in these sources is no longer just about driving referral traffic — it’s about being part of the data set that AI platforms use to generate answers (MarTech.org, 2025). 


Practical considerations for brands 

  • Audit coverage routes. Map which publishers in your category are accessible via affiliate networks, marketplaces, or direct deals. 

  • Balance scale and control. Networks provide reach, while direct partnerships offer influence over placement and messaging. 

  • Integrate PR and affiliate. Combining editorial outreach with affiliate incentives can increase the likelihood of coverage and ensure articles are monetised for publishers. 

  • Measure visibility as well as revenue. Evaluate not only sales performance, but also whether your brand is consistently included in the content formats AI systems are likely to reference. 


The takeaway 

Dew droplets on a spider web in focus, against a blurred gray background. The droplets reflect light, creating a tranquil atmosphere.

Affiliate is not simply a channel, it is the mechanism that makes content partnerships commercially viable. A web of PR, editorial, and performance marketing, brands can secure the placements that influence both human decision-making and AI-driven answers. 

 

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team. 

 
 
 

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