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A Revolutionary New Way to Look at Content Marketing Strategy



A Revolutionary New Way to Look at Content Marketing Strategy

Content marketing has been overly complicated, explained, and misunderstood for TOO LONG. You know your brand needs it, you want to do it, but you’re afraid of wasting time and money on a method you JUST DON’T GET.

How does content lead to sales? How much time and money should you spend on it? Does content really have revenue-driving value?

Before we dive into the solution, let’s define what is and isn’t “content marketing” in the context of our new way of looking at strategy.

What Is and Isn’t Content Marketing

Content Marketing is the process of content creation & organization. Many people confuse it with content distribution, which is the promotion of the content you create through channels like social media marketing, email marketing, and paid media.

Content Marketing is the production of assets to pre-educate potential customers and educate current and former customers regarding useful information about your brand, products, and services. 

It’s also the organization of that information to provide a useful resource to your audience and your marketing department.

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The content pieces themselves, which we’ll refer to as content assets, include written materials like articles, downloadable documents, and other webpage types, visual materials like graphics, videos, and animations), and audio which is mostly found through Podcasts. 

So, What ISN’T Content Marketing? 

Content Marketing is not content distribution or community building. Those are separate methodologies that will be touched on in this certification to demonstrate their interaction, but they won’t be discussed in great detail. 

So, here’s what content marketing isn’t, in relation to our new approach to content strategy…

  • Social Media Posts
  • Brand or Marketing Copywriting
  • Advertising Copy

So, just to reiterate, content marketing is content production and organization, not distribution.

A New Way to Look at Content Marketing

If you want to make content marketing valuable, you need to approach it the same way you would approach building your dream home.

Rather than thinking about the term itself, let’s think in terms of something we all know at least a little bit about… your dream home.

Real estate has historically been a good investment… dependable appreciation, tax benefits, cash flow, security, and transferability all make buying a home or rental rental property an extremely attractive way to accumulate wealth.

For this example, let’s pretend that you have a trickle of extra income to build your dream home. It’s going to have everything you’ve ever wanted in a home, but you’re going to have to build it piece by piece.

You’ve picked out the perfect piece of land… next you’ll have to pour the foundation, build each room, then install all of the amenities and features you want to make it comfortable. Each component you add to your home adds value.

Even after the home is built, you can add on a pool, jacuzzi, guest house, and a tennis court. You can also add other features like solar panels for energy generation, a water reclamation system, or even a barn for animals to make your home as self-sustainable as possible.

Throughout the whole process your home is appreciating and each addition makes it more valuable. Content is just like your dream home… it’s an asset that you build.

The land is your brand… it starts out completely empty, but it’s in a good location, and you think it will be more valuable once you develop it.

The home itself is your website. It’s where your content will live, and where it will add the most value. All of your work, your assets, should be located here.

This point is extremely important. What happens when all of your content is made on Facebook, TikTok, or Linkedin? 

You’re making upgrades to Mark Zuckerberg’s mansion. Don’t worry, you’ll still get that “made by John” tag on the picture you hung on his wall, but it’s enhancing his property value, not yours.

You need to build your home because it’s really the only thing you truly own.

Your dream home can be as big and upgraded as you want it to be. Is it going to be a massive ornate mansion or maybe a minimalistic contemporary structure with the latest tech upgrades?

The truth is that most businesses have a simple structure, just a garage, with almost nothing in it and very few features that add value.

Content marketing is often misunderstood because it’s like real estate… it’s valuable but it takes time, effort, and money to develop, and the big fat payday is some time in the future.

The good news is that, like your dream home, you get value from it every day.

It’s where you live. You keep and organize your possessions there. You show it off to your community to prove how successful you are. It’s an embodiment of your style, knowledge, and how you live your life. 

In fact, the whole system we’re describing is called the Content Development & Appraisal framework, as known as the CDA.

The Content Development & Appraisal Framework

The Content Development & Appraisal Framework is a new way to look at content marketing.

The Content Development and Appraisal Framework is a three stage process that will allow you to create endless streams of content in a systematic and scalable manner.

Going back to our real estate analogy, this would be a series of architectural blueprints that you’ll be using to both build and upgrade your dream home.

This plan is intended to help you take meaningful, cohesive action from the start. You’ll learn about your market, create possible concepts, and finally produce cohesive, branded content for online consumption that will drive results for your brand.

The stages of the CDA are Knowledge, Planning, and Production.

Stage 1: Knowledge

During Stage 1 you’ll collect the knowledge you need to make an informed decision about your content.

You’ll research your market, competition, admired brands, and your existing content to learn about your space, find out what’s working, and identify what doesn’t work.

Then you’ll use the data to suggest possible directions for content planning.

Stage 2: Planning

Planning is the second stage of the Content Development and Appraisal Framework.

Stage 2 is Planning. The knowledge you gained from the Knowledge stage will guide your general content direction and give you the information you need to identify Content Opportunities and Content Purpose.

Using those pieces of information you’ll define a Content Theme and finally a Content Structure for each objective.

The Content Structure involves defining 5 types of data: Macro-Category, Micro-Category, Content Series, Pillar Pieces, and Support Pieces.

A properly executed Content Structure will yield unlimited amounts of content in a systematic and consistent manner.

Starting with 5-8 Macro-Categories broken down into 3-5 Micro-Categories, you’ll then create 5-10 Content Series (think of them like short-run Netflix shows).

A Content Series is a singular group of information based around a central piece of content called the Pillar Piece. A Pillar Piece is a long-form article, video, or podcast.

The information within the Primary Piece will be used to create Support Pieces in the form of short form articles, videos, and podcasts, in addition to quote graphics, banner, infographics, gifs, and other media types that will eventually be used for distribution through other marketing methods like email marketing, social media marketing, and paid advertising.

You’ll combine the information and results of stages one and two to create your content plan (which we call your Content Blueprint).

Stage 3: Production

Production is the third stage of the Content Development and Appraisal Framework.

Stage 3 is Production. Production is the act of sourcing, collecting, optimizing, and releasing the content specified in your Content Blueprint.

The Content Blueprint will drive the creation of your Content Production Schedule which will define when your new content will be released, and take the resources necessary to source, collect, optimize, and release the content itself into consideration.

After and during stage 3, you’ll be creating Content Performance Reports to identify the best category, pillar piece, and support piece types to consider when you start the new knowledge stage.

As you can see, this is a repeating process that feeds into itself. Each revolution of this process will depend on your business and objectives, but the overall effect will be the same for each business that executes it… that being a consistent flow of content that adds value to your brand.

How to Execute the Content Development & Appraisal Strategy

If all of these terms and processes sound complicated, don’t fret! They’re much simpler than they appear, and the initial perception of complexity will eventually appear both simple and obvious… assuming you complete the new Content Marketing Mastery Certification.

The Content Marketing Mastery Certification has been updated for 2022. It features everything you need to execute the Content Development & Appraisal Strategy, as well as expert content production advice from Julia McCoy for written content, Casey O’Quinn and Matt Brannon for video content, and Luis Diaz for podcast content.

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Helping Affiliates Create Satisfactory Long-Form Content



Helping Affiliates Create Satisfactory Long-Form Content

Affiliates are important to have, if you own a business (brick-and-mortar or online). Nowadays, in the online realm, you and your business will need all the publicity that you can get. That’s where affiliates come in!

With affiliates, you’ll be able to spread the word further about your product or service. One of the best ways to go further with affiliates is to have them produce long-form content. Long-form content can come in various forms, including online guides and eBooks.

Long-form content can be great work for affiliates, while it can be a gold mine for businesses. So, if you’re not taking advantage of long-form content, then now is the time to do so! Good news! You’re in luck!

In this guide, you’ll learn about long-form content, why it’s beneficial to your business, and how you can help your affiliates create satisfactory content in this form. Let’s dive right in!

Long- Vs Short-Form

“Search engines like Google seem to favor long-form content rather than short-form,” says Jorge Marcos, a tech blogger at Assignment Writing Service and PhD Thesis Writers. “With long-form content, you’ll have more keywords that will do well in Search Engine Optimization, or SEO. With more SEO in your content, you’ll be ranked higher in search results. This, in turn, allows people to get to your site right away without having to search for you for too long.”

Plus, long-form content allows you to expand on your authoritative status when it comes to a niche. More educational value and in-depth discussions means more SEO, thus helping you establish yourself as an authority in your chosen niche.


As for the format, there are many styles that you can incorporate. How you want long-form content to look like will depend on your business and niche. Just keep in mind: How you format your content will also need to be adaptable to a particular market.

Here are some formats to consider, if you and your affiliates need ideas:

  • Blog articles are great content to create at any time of the year.
  • A guide or brochure is perfect for describing products, services, etc. They can also incorporate visuals like images, videos, etc. Users can download this content, if you’d like.
  • An end-of-year review
  • The launch of a product/service
  • Monthly updates (i.e. newsletters that users can subscribe to)
  • White paper content
  • E-books, etc.

Again, how you format your long-form content is up to you. As you figure out the format, you’ll need to communicate said format to your affiliates.


Understand that creating long-form content takes time. In fact, creating this type of content requires the following from affiliates:

  • Research
  • Rough drafts
  • Gaining feedback
  • Revising and editing (more than once)
  • Gaining more feedback
  • Producing a final draft
  • Getting the greenlight on the draft, AND THEN
  • Publishing

So, be sure that you give your affiliates plenty of time to produce great long-form content.

How It’s Successful

Long-form content can make businesses successful in their endeavors in the following ways:

This type of content is flexible. In other words, there’s no one-size-fits-all approach. Businesses can think outside of the box, and create the content that they want.

This type of content can either be offered in full, or be piecemealed in order to get consumers to invest in it further.

This type of content can be viewable on desktop, mobile, etc. Now, if you plan on making content viewable on mobile, then you’ll need to make the format mobile-friendly.

As you think of these prospects, you’ll need to communicate them to your affiliates, because they’re the ones that will make the content on your behalf.

Ensuring That Affiliates Produce What’s Needed

“It’s important to make sure that your affiliates have what they need when producing content for you,” says Martha Winston, a marketing writer at Coursework Service and Essay Services. “Help your affiliates as much as possible, when working with them. You can help them by giving them then information needed to succeed in their venture. Don’t just offer a title or a simple idea; show them headlines from research, along with guidelines of what long-form content should look like. You can even offer them examples of what the long-form content should be, like an interesting long-form article from the web. How they write a long-form article is more important that what they’ll write.”

What You Need

When it comes to long-form content, there are many things that affiliates will need to implement to make it a success. Some of the things needed for long-form content include:

  • Imagery (i.e., graphics, images, videos, etc.)
  • Your company logo
  • Snapshot of product, etc.

These elements will help affiliates focus on other things, rather than be solely focused on the written word. This is especially helpful in combating writer’s block, because too often, writers – including affiliates – struggle with producing written content on the fly. So, why not break the monotony by having them focus on the “fun stuff,” while creating long-form content?

Rules To Follow

So, now that you know how successful long-form content is, and what’s required from both you and your affiliates, it’s time to look at the guidelines for making great content in this fashion.
Since you know your brand better than anyone else, you’ll need to set some ground rules for your affiliates to follow when they’re creating long-form content for you. So, here are things to consider when creating your guidelines:

  • Word count
  • Topics
  • Deadlines
  • Milestones
  • Writing style
  • Drafts
  • Images (if needed), etc.

By having guidelines in place, not only will you have a guide for the content that you expect from affiliates, but your affiliates will have a roadmap on what they’re expected to create.


So, there you have it!

Long-form content can do wonders for your business. However, in order for your content to work, you’ll need to make sure that your affiliates are on the same page when it comes to said content. Think about what you want in your content: the topic, the formatting, any imagery if you wish, and so on.

We hope that this guide will help you help your affiliates create satisfactory long-form content.

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