Limited Supply S14 E1: How Affiliates and Creators Are Redefining Brand Marketing (with Aaron Paul, Co-founder of Paul Street)
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Oct 1, 2025 Aaron Paul, co-founder of Paul Street and an affiliate marketing expert who has driven over $500M in affiliate revenue, shares invaluable insights on the evolution of brand marketing. He discusses how affiliates have replaced traditional PR as the main trust signals for consumers. Aaron explains the importance of social proof and timing when launching affiliate programs. He also delves into advanced deal structures for top affiliates and how media buyers can scale brands through innovative performance strategies, ensuring longevity in partnerships.
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PR Is Now A Credibility Engine
- Aaron Paul says modern PR is primarily for credibility building rather than discovery.
- Use PR as a sprint for story-worthy moments to support other growth engines like affiliate.
Affiliates Mirror Brand Credibility
- Affiliates mirror how a brand is perceived and signal credibility to other partners.
- Organic editorial pickups make affiliates more likely to promote a brand and drive revenue.
Creators Are The New Publishers
- Creators are the next evolution of publishers and can serve both credibility and discoverability.
- Treat creators as PR outlets and pay via CPA, flat fee, or rev-share depending on fit.