How to Combine Affiliate Marketing and Digital Products to Earn and Sustain Passive Income as an African Creator 

Let’s start with a fact that should be a lot more popular — passive income ≠ zero work.

The average person might picture passive income generation as a scenario where you do nothing but kick your feet up, recline in your chair and listen to the sweet symphony of beeps as your credit alerts run your batteries down to absolute zero. 

Nice picture but largely inaccurate.

In reality, passive income requires an upfront investment of effort in strategy, asset building, system creation, distribution tactics, etc. If done right, it’ll inch you closer to financial freedom without demanding every waking hour of your life.

But that’s the thing — you have to do it right. Thankfully, teaching you how to do it right is the purpose of this guide. 

Understanding the Basics

The Difference Between Active and Passive Income

Active income is simple. You trade hours for money. Your 9–5 job is active income. So is the store you run where you need to physically show up every day. The second you stop showing up and putting in the hours, the money stops as well.

Passive income, on the other hand, provides a stream of income without needing you to show up every single day. But, you will need to put in the work in the early stages. A creator who successfully writes an ebook and runs ads for it to make sales daily is earning passive income.

The key difference is one needs to go and apply effort everyday. The other doesn’t.

3 Core Pillars of Passive Income for Creators

For creators, passive income rests on three main pillars:

• Community — the audience that trusts you enough to listen, buy, or click when you recommend something.
• Assets — the digital products, resources, or offers you’ve built that solve real problems for that community.
• Distribution — the channels and tactics that consistently get your assets in front of the right people.

With a solid understanding of these three, you can set yourself up for success as a creator. 

Why it’s Important to Combine Affiliate Marketing and Digital Product Creation for Passive Income

Combining both has one simple advantage — options.

You do not need to worry excessively about one stream going dry or sales doing poorly because the other is constantly picking up the slack. And if both are thriving, it’s even better for you, as you get to reap the rewards of having multiple thriving income streams.

We’ve seen other creators do it. Passive Income Anna, for instance, goes all out on digital product creation as well as affiliate marketing and she hit ₦200m in less than two years. 

But, How Exactly Do You Begin? — Product or Affiliate First

This is perhaps the most important question. Truth is there’s no right or wrong answer. 

You could create your own digital product, with tens of articles to help you get started or you could start with affiliate marketing. Either way, your success will rest on the three pillars we referenced above.

However, here’s a quick list of factors to guide your decision:

Choose an affiliate-first approach if:

• You are limited on time and resources to create a product immediately
• You’re entirely new to making money online outside of remote work
• You want to test market demand within a specific niche before you go all in

Choose a product-first approach if:

• You already have a product or, at least, a pretty solid idea waiting to be shipped
• You have the time and resources to invest in product creation and promotion
• You’re very particular about higher profit margins

To keep things simple, we’ll be taking an affiliate-first approach. You can experiment and pivot much faster, there’s a really low barrier to entry and we’ll be offering advice across three distinct phases that can either help you start from scratch or move up the ranks if you already have a foot in the door.

Phase 1: The Foundation

The first of the three pillars is a community. So, it tracks that you need to build one or at least create the foundation for it. Here’s how that’ll go:

Step I: Identify Your Niche and Target Audience

“Identify your niche” is the marketing equivalent of “exercise more” in healthcare. Everyone says it, everyone else rolls their eyes at it, but it’s repeated for a reason. 

Strip away the buzzwords and hacks, and everything still comes down to one thing — solid foundations.

So, before you start obsessing over funnels, ads, or affiliate links, you need clarity on who you’re serving and why.

• Niche – the specific problem space you’ll play in.
• Audience – the people whose problems you’re solving.

Think of it this way: if your niche is “fitness for busy moms,” your target audience isn’t “everyone who wants to get fit.” It’s Sarah, the 34-year-old mom of two who barely has 2 hours a day to herself. The clearer your focus, the sharper your messaging, and the faster you cut through the noise.

To pick your niche, ask yourself:

• What industry or passion do I actually care about enough to stick with? Bonus points if you’re already knowledgeable about the industry. More bonus points if you have personal experience in said industry.
• Who are the exact people I want to help? They should coincide with the niche you’re looking to sit in. 
• Do they spend money on solutions, or just consume free content? You can figure some of these out by looking at existing data within your niche of interest or observing users’ public behavior with competitors. Ultimately, though, experimentation with your own audience would work best. Thankfully, this article offers useful ideas for that.

Ultimately, your niche should sit somewhere in the intersection of your passion, knowledge, and profitability. Get this step wrong, and everything else from affiliate strategy to product creation and content becomes shaky guesswork. Get it right, and you’ve built the solid ground every income stream needs.

Step II: Build a Community through Content

With your niche and target audience identified, community building is what should follow naturally. The easiest way to do this is through content your target audience would like. It’ll attract them and keep them around long enough for a value exchange – your (recommended) products for their money. 

There are already extensive details on creating a community and making it profitable. But, if we were to whittle down our advice in this article into a few points, they’ll look like this:

• Pick a platform and start with it. Worry about growth and expansion later on. 
• Decide on core content pillars. At the early stages, your focus should be on establishing yourself as an authority and building trust. 
• Create and share consistently.
• Convert random viewers into loyal community members. 

Picking a Platform

There’s no rocket science to this bit of advice. Your initial platform should:

• Give you the freedom to create – nothing restrictive 
• Do so in the format you find most comfortable – video, text, etc. 
• Offer exposure (ideally) – the opportunity for others to discover you organically. 

Love fun videos that can be edited easily? Think Instagram and/or TikTok. Think you might be more of a text-based person? Try X (formerly Twitter). You should know that video tends to perform better on social media compared to other content formats. So, it might be worth investing in platforms that allow you to thrive there.

That said, don’t try to stretch yourself too thin. It’s a common mistake we see where creators want to be as discoverable as possible. So, they try to get everywhere. Do that and you might end up burnt out.

Our advice is that you post on one platform and repost across other social media channels instead of creating new content from scratch for every social media platform you’re on. 

Creating Your Content Strategy and Pillars

Content is the fuel that powers both affiliate marketing and digital product sales. Your content strategy should focus on three types of content:

Educational and Engaging Content: This should be the bulk of your focus, especially in the first few weeks. Think tutorials, how-to guides, your take on industry news, tips, and insights that showcase your expertise and provide genuine value. 

This builds trust and positions you as an authority.

Social Proof Content: You will not have these immediately you start. But, you’ll need them in later stages. Think case studies, testimonials, behind-the-scenes content, and results you’ve achieved. This demonstrates that your methods and recommendations work and builds credibility. 

Since case studies and testimonials usually come after (not before) people have bought your product, you’ll need creative ways to generate them early. An easy approach is to give your product to people who’d likely benefit. Then, track their usage, and document the results. From there, collect testimonials based on their experience.

Promotional Content: Direct promotion of affiliate products or your own digital products. The key is to make this feel natural and valuable, not pushy. It should typically only come after or alongside pillars one and two.

Maintaining Consistency

Consistency is up there with “find a niche” when it comes to frequently repeated marketing and creator advice. But, as we said before, there’s a reason for it. 

You cannot rely on motivation alone. It will flounder. Create systems instead. Figure out a posting schedule. Create your content ahead of time and in batches. Schedule your content with social media tools once done. 

That way, you produce at your most motivated and post even when you’re tired.

Creating Your Viewers-to-Members Pipeline

Earlier, we mentioned that your intended platform should be a place that offers exposure. What that means essentially is an algorithm-based social channel – Instagram, TikTok, etc. 

Creating an email list or a closed community on WhatsApp/Telegram is great and advised but it still requires that you are first discovered and social media is a great place for that. 

But…

Social media platforms aren’t always where real community lives, and algorithms routinely ghost users overnight. The goal is to move people from public platforms you don’t control to private spaces you own. That’s a real community and offers incredibly high potential for conversions. 

Here’s how to do it:

• Start on socials for reach – That’s where strangers find you.
• Create an off-platform community hub – WhatsApp, Telegram, or an email list. This becomes your “inner circle.” 
• Offer a reason to join – A freebie, exclusive tips, templates, or behind-the-scenes access. Make it clear they’ll get something they can’t on your public feed.
• Keep them engaged – Share value regularly. Think mini-lessons, early product drops, insider updates, etc. Don’t let your list or group go cold.

With your content on social media acting as your reception for discovery, your community becomes your office, where real business can happen. 

Phase 2: Mastering Affiliate Marketing

With phase one complete and a content creation cadence established, you want to get into the passive income part of the process. 

Step I: Choose the Right Affiliate Program

Not all affiliate programs are created equal. The best affiliate partnerships have these characteristics:

High-Quality Products: Only promote products you genuinely believe in and would use yourself. Your reputation is on the line with every recommendation. 

Fair Commission Structure: Look for programs offering 20-50% commissions on digital products, or higher-ticket items with substantial dollar amounts per sale.

Reliable Tracking and Payments: Choose established programs with proven track records of accurate tracking and timely payments.

Marketing Support: The best affiliate programs provide marketing materials, training, and dedicated support to help you succeed.

Selar’s affiliate program has every last one of these and then some. In more ways than one, it’s a no-brainer and only costs N3,000/year to join.

Step II: Create High-Converting Affiliate Content

Your affiliate content should educate first, sell second. The most effective approach is the “Problem-Solution-Bridge” framework. 

Problem. In the “problem” phase, you want to identify a specific pain point your audience cares about that can be solved by the product you’re marketing. Don’t guess here. Use community polls or discussions to find out. If it’s not something they’re passionate about, pick a different product and then validate its urgency the same way. Repeat until you find something people care about.

Solution. When presenting a solution, go over and beyond in explaining how it’ll work and how they can benefit from it. In conversations with other creators like Anna, we’ve found that webinars, classes and limited time offers work great for presenting a solution while drumming up demand.

Bridge. Finally, once you’ve shown a problem and a solution, get them started with the product. A CTA with your affiliate link is the way to go. Then, if you must reach out to the product owner, do so and let them give you the required knowledge for onboarding customers onto their product. That way, you win and they do, too. 

Finally, always disclose your affiliate relationships transparently because trust is your most valuable asset.

Step III: Use Paid Ads to Expand Reach

Relying on organic reach alone can be slow and inconsistent. Paid ads let you put proven affiliate content in front of more people. But don’t burn money by boosting random posts. 

Here’s a few useful tips:

Start small. You want to start small with a capped budget per month. Whatever that is would largely depend on you but we’ve found other creators who put ⅓ of their earnings consistently into paid ads.

Retarget first. Instead of chasing cold strangers, run ads to people who already know you. Previous page visitors, community subscribers, video viewers, etc. They’re warmer and convert better.

Promote proven content. Only put ad spend behind posts that are already performing well organically. Don’t use ads to “fix” weak content.

Track ROI relentlessly. Paid ads should multiply your commissions, not just burn through cash. If a campaign doesn’t deliver within 7–10 days, pause and adjust.

Phase 3: Creating and Launching Digital Products

This is where you move from only recommending other people’s products to building your own asset. A well-crafted digital product gives you control over pricing, branding, and margins. 

But before diving into creation, you need a clear process to keep it lean and profitable.

Step I: Understand Your Options

Depending on what niche you’re in, there are several practical options available to you on Selar for your first digital product. They’re as follows:

• Ebooks
• Courses and webinar replays
• Memberships
• Masterclasses 
• Event tickets and trainings
• Templates and tools – think spreadsheets, checklists, design templates, etc.

If it’s something that exists online or even digitally, it can be sold. 

Step II: Validate Your Idea

Unless you’re utterly convinced about your product (perhaps from gauging demand during your affiliate marketing phase), you never really want to spend several hours creating the perfect digital product only for it to flop. 

We’ve seen those before and while they can be turned around as Anna did, they’re really not very pretty in the moment. 

So, before creating, validate demand. The simplest validation method is to survey your existing audience about their biggest challenges and what solutions they’d pay for. Then create said solution.

Other validation techniques include:

• Pre-selling your product concept – Basically offer a preorder before it’s built. If people pay upfront, you’ve got proof of demand.
• Creating a simple landing page to gauge interest – Set up a page describing your product and track sign-ups or clicks. If you’ve got those in satisfying numbers, you’re good to go. But, dear creator, please do not expect every last click to translate into a purchase when the time comes.
• Analyzing competitor products and their reviews – It’s simple, really. If others are thriving in the niche, there’s definitely a market for it.
• Testing with a minimum viable product (MVP) – For an ebook, that could be a chapter or two. For an online course, that could be a module or two. Whatever it is, see if people come back to ask for more before you go all in.

If any of these sell or show promise, you’re on the right path.

Step III: Create and Promote

Here’s a simple blueprint for that —

Outline and Structure. Start with the end result in mind. What specific transformation will your customer experience? Work backward to create a logical progression of steps.

Content Creation. Focus on clarity and actionability. Every module, chapter or page should have clear learning objectives and practical exercises.

Production. Invest in decent audio quality for video courses, clear formatting for written products, and professional design for visual appeal.

Testing and Feedback. Before your full launch, test with a small group of beta customers. Their feedback is invaluable for improvements.

Promote. Use webinars to capture interest, lead magnets to drive demand upwards, irresistible offers to drive FOMO (e.g. buy in twelve hours and get a 40% discount), paid ads to expand beyond organic reach.

General Tips for Success

Focus on Fewer, Better Products. 

Promote only what you genuinely believe in and use. Five solid offers will outperform fifty random ones every time. 

Put Audience Value First

Keep your content anchored in helping, not just selling. Trust and engagement grow when your audience feels you’re on their side.

Stay Consistent in the Early Stages

Passive income isn’t instant. Show up regularly with content and promotions. Also worth noting is that the entire point is to generate passive income through affiliate marketing and digital product creation. So, unless you wish to pivot entirely from one to the other, don’t simply abandon one when the other hits a peak period/season. 

Track and Optimize Everything

Measure what matters: conversion rates, engagement rates in closed communities, email opens, retention, etc. Data tells you what’s working and where to adjust.

Price Based on Value, Not Effort

Your expertise and the transformation you deliver are worth more than the hours it took to create. Don’t undersell yourself by pricing poorly. 

Automate

Do this across as many places as you can. That’s what transforms your efforts into truly passive income. Here are a few different ideas:

• Email Automation: Set up sequences that nurture leads and promote products automatically.
• Social Media Scheduling: Use tools to maintain consistent presence without daily manual posting.
• Customer Onboarding: Automated welcome sequences for new customers or members.

With Selar’s Zapier integration, you can set up other unique automations that turn manual tasks into simple hands-off workflows.

90-Day Passive Income Action Plan (Broad Overview)

Here’s a plan to help you get started. Feel free to modify it into a checklist. 

Month	Focus Area	Goals
Month 1: Foundation	Build niche clarity & community base	Identify niche + target audiencePick one content platform and one private hub (Telegram, WhatsApp or email list)Establish 2–3 content pillarsStart publishing consistentlyBegin moving followers to a private hub with lead magnet
Month 2: Affiliate Marketing	Monetize with affiliate products	Join Selar’s affiliate programPick at least one quality product to promoteValidate your audience’s demand for said productCreate “Problem → Solution → Bridge” content around themStart testing small ad spend (retargeting first)Optimize based on clicks, conversions, ROI
Month 3: Digital Products	Create and launch your own asset	Validate product idea (poll, landing page, pre-sell)Build a minimum viable product (ebook, template, mini-course, etc.)Beta test with early adopters and refineLaunch on Selar with a campaign (social, email, discounts)Cross-promote alongside affiliate products

Final Thoughts 

Passive income is simple in theory but never “easy.” It’s not a magic tap you turn on once and watch millions pour out while you nap. It’s more like a flywheel — heavy to push at first, but once it spins, momentum takes over.

If you’re serious about this, expect the first 90 days to feel like work. Because it is. You’ll be learning, testing, failing, tweaking, and trying again. That’s the entry price. But once the systems and assets are in place, you start to see what people really mean when they say “make money in your sleep.”

The key, though, is realistic expectations. You could make N10m in a single month or you could spend your first month learning. Either way, you’d be on the right path. Ready for your 90-day sprint?