Covering-All-Bases-Of-The-Content-Marketing-Continuum-REPORT-updated copy

Legal Notices
NO RIGHT TO REDISTRIBUTE MATERIALS. You agree that you will not re-distribute,
copy, amend, or commercially exploit any materials found on in this document or related
Web Sites without PassionProfits.com, ZeroToMoneyMakingWebsite.com,
ZeroToMillionDollarWebsite.com, or Mike Olaski express written permission, which
permission may be withheld in PassionProfits.com, ZeroToMoneyMakingWebsite.com,
ZeroToMillionDollarWebsite.com, or Mike Olaski’s sole discretion.
NO INVESTMENT ADVICE. The information contained in this product has no regard
to the specific investment objective, financial situation or particular needs of any specific
recipient. PassionProfits.com, ZeroToMoneyMakingWebsite.com,
ZeroToMillionDollarWebsite.com, or Mike Olaski does not endorse
or recommend any particular securities, currencies, or other financial products. The
content published in this document is solely for informational purposes and is not to
be construed as solicitation or any offer to buy or sell any spot currency transactions,
financial instruments or other securities. PassionProfits.com,
ZeroToMoneyMakingWebsite.com, ZeroToMillionDollarWebsite.com, or Mike Olaski does
not represent or guarantee that any content in this document is accurate,
nor that such content is a complete statement or summary of the marketplace. Nothing
contained in this document is intended to constitute investment, legal, tax, accounting or
other professional advice and you should not rely on the reports, data or other information
provided on or accessible through the use of this product for making financial decisions.
You should consult with an appropriate professional for specific advice tailored to your
situation and/or to verify the accuracy of the information provided herein prior to making
any investment decisions.
INDEMNITY. You agree to indemnify and hold PassionProfits.com,
ZeroToMoneyMakingWebsite.com, ZeroToMillionDollarWebsite.com, or Mike Olaski, its
parent, subsidiaries, affiliates, directors, officers and employees, harmless from any claim,
demand, or damage, including reasonable attorneys’ fees, asserted by any third party or
arising out of your use of, or conduct on, this product and/or website.
COPYRIGHT. The Product, Web Site, and Tools are protected by copyright law and
international treaty provisions and may not be copied or imitated in whole or in part. No
logo, trademark, graphic or image from the Web Site may be copied or retransmitted
without the express written permission of PassionProfits.com,
ZeroToMoneyMakingWebsite.com, ZeroToMillionDollarWebsite.com, or Mike Olaski. All
associated logos are trademarks or registered trademarks of PassionProfits.com,
ZeroToMoneyMakingWebsite.com, ZeroToMillionDollarWebsite.com, or Mike Olaski and
may not be copied or transmitted without the express written permission of Mike Olaski.
Published by:
PassionProfits.com.
Website: http://PassionProfits.com
Website: http://ZeroToMoneyMakingWebsite.com
Website: http://ZeroToMillionDollarWebsite.com
E-Mail: Visit us on the web at support@passionprofits.com
3

Table of Contents
Introduction 5
Topics Covered 7
The MoneySite
7
MarketBase
8
KnowledgeBase
9
FanBase
10
Content Marketing Continuum
11
MarketBase Products
13
Places
15
Posts
18
KnowledgeBase Products
19
People
22
Partners
24
Covering The Bases
26
Watch The Video & Download The Infographic - PassionProﬁts.com/CreativeLive
ZeroToMoneyMakingWebsite.com
4

Introduction
Hi I'm Mike Olaski, founder of PassionProﬁts.com and author of Zero To Money
Making Website. Today this training is going to cover what I call covering all of the
bases of the content marketing continuum.
The content marketing continuum is my answer to every question in marketing.
What people bring to me when they have a problem in marketing always comes
down to, in my mind, what I call the trinity of content marketing. Those three
foundations are research, or documenting the market base, editorial, or
documenting the knowledge base and marketing, which is documenting the fan
base. We utilize all three of these bases after we have documented all three of
these bases in the content marketing continuum.
We'll focus on the research as the foundation for all three of these departments.
5

In addition to the fact that creating content and marketing take on their own forms
of research, each department has it's own objectives in what it researches and
what that research is used for. We'll understand how this continuum inter-operates,
which will give rise to our desire to feed this machine because it is this machine
that will make our lives as content producers operating consistently. It will enable
our efforts to be compounded by this integrated system of researching, developing
and distributing our content.
Let's take it back to the beginning, the beginning is the MoneySite and the world at
large.
6

Topics Covered
THE MONEYSITE
The MoneySite sites at the middle of our efforts. It's the Web site we have created
to be the center of our network of our publishing machine. Outside of our
MoneySite sits the World Wide Web. The whole world of information and
opportunities and Web sites and properties and products.
All of the different elements that make up the entire spectrum of what we could
possibly think of, work with or consider as it relates to the content, the topic, the
objectives of our MoneySite. We connect to this world through our MoneySite.
We do it by understanding three bases that I mentioned earlier. Those bases are
the market base, the fan base and the knowledge base. Each of these bases can
7

be broken down into two major channels that we need to document and engage
with for the purposes of our content marketing continuum.
MARKETBASE
The market base speaks to the research that we focus on. Research describes the
thorough and persistent documentation of the market to identify places and
products to learn from and that we can subscribe to and that we can model.
This market base will serve as foundation for both content creation and marketing.
It involves researching and documenting this market base and is the foundation for
content creation and our marketing efforts. Here's where we'll cue articles for our
post master to write about in the next department, editorial.
8

KNOWLEDGEBASE
Content creation, or editorial department, is the second step of the content
continuum. It's about documenting this knowledge base. This knowledge base is
the problems and solutions that exist in the market. From this we'll be able to
develop our articles and publish them as well as utilize this post master article
management system so that we can always know what's coming next. Building on
the market base, content creation starts with both the market and keyword
research. The simple ideas of these keywords grow quickly together to form
reports and articles and different pieces of content that we can trade for
memberships.
Articles we'll use for our blog to gain search trafﬁc. Rich media, like videos and
podcasts, enable us to wow our audience. As a whole this content forms a
knowledge base that provides the basis for our community support and the
marketing at the same time. It organizes our knowledge according to the problems
that we ﬁnd in the market so that we can solve those problems to serve our
community.
9

FANBASE
The ﬁnal piece to the puzzle of this content marketing continuum trinity is the
marketing department in which we build our fan base. The marketing department is
multi-faceted but it's all centralized around building this fan base which makes all of
the individuals making up the market who will end up subscribing to these content
feeds. It's also the fact that the MoneySite will end up subscribing to them.
We connect to them with the purpose of distributing our content or syndicating it,
but also to communicate and engage our community which creates this fan base of
people who are eager to not only consume our content and builds these
advocates, associates, afﬁliates and joint venture partners that can work with us to
not only continue to support our community but distribute our content and
syndicate our content, which essentially enables them to act as members of our
team for the purposes of education and commercializing our content or selling our
content or earning some income.
The social networking of the Internet forms a beautifully connected web of social
media properties like Facebook and Twitter and Blogger and YouTube and so
much more. This network creates a medium that we distribute our content over.
10

As people subscribe to our content it creates an even richer community and user
experience. It starts with the friending and following of these people that we ﬁnd
who are either placers in the market, players in the market and potentially partners
in the market. Of course this process always involves engaging our fans and
readers with the rich content from our growing knowledge base, based on the
problems that we've found in the places and the products in the market in step one.
CONTENT MARKETING CONTINUUM
This content marketing continuum, as the name would suggest, consistently
rotates between these three departments. We are always researching and that
research will always turn into content and that content will always be distributed,
which acts as the basis of our marketing to engage this fan base.
Market research builds our market base, seeds our content creation and develops
our knowledge base from which we deliver and distribute to the market, which
creates our fan base that consumes and helps us distribute that content.
11

And the cycle begins all over. This is why I call this concept covering all of the
bases of the content marketing continuum. We're going to make sure we've
covered, in an integrated way, the market base, the knowledge base and the fan
base.
I want to walk you through how we actually go about this cycle and what these
different segments of these bases consider through the process of this content
marketing continuum. It's a little more complicated than just those ideas, but not
much more. Follow with me because this is really simple in how it connects all of
these complex ideas, leaving us to forget about all of that and know that we just
have to do the first things first, those first steps that we're focusing on in each
department each day.
I'm going to turn off all of these titles and we're going to walk through each
department step-by-step.
12

MARKETBASE PRODUCTS
As always it starts with our MoneySite. We're going to move out from this
MoneySite as we engage the market to document the market base. The ﬁrst tenant
of the market base is products.
The products of the market include books and media and programs; information
products essentially. We want to understand what exists in the marketplace about
the topic that we are going to create content about. This forms the basis of our
knowledge base in that we are researching the information we want to
communicate. We can even model these books and media and programs, abstract
from them, synthesize, form our own new creative innovations on those ideas.
We can do that in marketplaces like Amazon.com, which is the world's largest
seller of books. Almost any book you can think of you can ﬁnd on Amazon.
13

Clickbank is also a marketplace for information products. Not only do they have
books, not the typical published books, but information products published by
Internet marketers like myself, who are no less-qualified to create and information
product. They're just formatted in different ways because they'll take on multimedia
and take the form of programs. Some even become software or fully integrated
systems. Clickbank is known as an affiliate marketplace because it allows us to
sign up for and become an affiliate for these programs. Amazon also has an
affiliate program that we can sign up for and become an affiliate for and we will do
all of that in the act of promoting our findings, these people that we might partner
with, to promote that we feel are well aligned with our subject matter.
Not all major books or producers or products in our marketplace are associated
with Clickbank or Amazon.
Some have their own affiliate programs. Other major affiliate programs include
programs like Commission Junction, Linkshare, Sharesale; they're huge affiliate
networks very similar to or bigger than Clickbank. Clickbank just seems to be
focused on information products where these other majors may not be. Not only do
we want to document these products to learn from their content but we always
want to document these products because we want to promote them when we're
researching them. We pick a book, we review the book, it has an affiliate program,
people buy the book, we get paid.
Finally we'll look at independent affiliate programs. Independent programs are for
products that don't conform, that don't fall into any of these major affiliate
programs. Some publishers or producers will have their own independent affiliate
program that we can utilize.
So we start like this; we move out from our MoneySite and look into the
marketplace. We identify the products that we can find, including books, media and
programs; information products.
14

As we move through researching all of these different types of platforms, these
types of affiliate networks like Amazon and the major players and even the
independents we come back and fill in a worksheet and document all of our
findings so that we can capture these programs, media and books into potential
articles on our MoneySite.
PLACES
Then the cycle will begin again in our next department, our next segment of
building the market base. That starts with documenting places. Places, as I
describe it, is any place in the World Wide Web that has a URL that we can
document where it lives. Places could describe products or businesses or people
or Web sites. In general we don't distinguish between all of those things; we just
want to document the Web sites that live out there.
Often this starts with blogs.
15

Blogs are a great source of information for us. They're just like books online so we
can document and share these blogs and learn from the content that is on them.
We want to discover forums as well. Forums isn't necessarily a publishing vehicle
for many people but it's a question and answer vehicle for many people. We can
discover who is talking about what, what problems they're finding in the
marketplace.
Webs sites can be anything that's sort of different and above a blog or a forum.
Perhaps it's for a business; it has a commercial or an ecommerce objective. Or it's
just so large because it integrates forums and blogs all together. All of these
different Web sites we want to identify as leaders in our market.
We do that using Google searches but places go beyond just Web sites because
Google+ or other social networks, like Facebook for example, are also places
online. They have distinct URLs; google.com/mikeolaski, facebook.com/mikeolaski
or facebook.com/passionprofits.
So we want to document these social profile channels because they are sources of
connecting to the ideas and the people in the market as well.
YouTube is a channel subset to Google and Google+ but it's a massive network of
people and a major search engine; the number two search engine in the world. We
want to document the best YouTube channels in our marketplace.
Of course we can't leave our Facebook; Facebook is enormous obviously. It is it's
own independent Web sites. Facebook.com/themastercleanse has 17,000 fans
sharing, posting talking, engaging. These are sources for us to not only learn from
but also to market to.
16

Twitter is a microblogging format where people share links and photos and enables
us to create another list of potential contributors to our knowledge base.
There's many of these social networks, including LinkedIn which is growing and is
a major player.
We could go crazy documenting all of these but these are the big ﬁve that we want
to make sure that we document the marketplaces; those top 1,000 that exist in the
space. The market players; those top 100 that exist in the space. The market
partners; those top 10 that we may eventually end up partnering with, we may end
up promoting for and they may end up promoting for us.
We're back at our MoneySite and we just, as always start from there. Start
documenting these places, moving back out through the different Web sites, the
blogs and the forums, identify all of these different social networks that we might
connect to and learn from and document them into another worksheet so that we
can write articles about all of the top ﬁndings that we've found. What are the best
blogs in the world? What are the best forums in the world? Who are the top
Twitterers in our market space?
17

POSTS
That, of course, brings us back to our MoneySite where we will begin to document
our knowledge base so that we can post about those places and those products
that we've identiﬁed.
Those posts take the form of links. This is a type of post that we put on our
MoneySite but also perhaps on our social network channels that we have built.
They also take the form of videos and images and updates, which are just short
paragraphs or sentences about what's happening.
The big brother of these posts is the articles, the fully formed ideas. An article like
the top 10 blogs in our space or the top 10 YouTube channels in our space. Not
only are we documenting the marketplace so that we can create this content but
we can also document the marketplace for these individual types of posts. Who in
18

what places are creating what links and updates that we want to share with our
network as well.
All of these posts formulate a big chunk of answers. We're looking for answers and
we're looking for answers, of course, for all of the questions that we ﬁnd in the
marketplace. These questions that we ﬁnd we want to share the answers to on our
MoneySite.
So we start our research off leaving our site, looking for posts about links and
videos and all of these different content types searching for the answers to the big
block of questions out in the marketplace. As we develop a repository of the
answers to these questions that we develop in a worksheet we can also create
these articles and post them directly on our site.
Now our knowledge base is being built and we're sharing it with the world.
KNOWLEDGEBASE PRODUCTS
19

Again we ﬁnd ourself back at our MoneySite with a growing collection of products
and places and posts as a result of those products and places. Ironically we end up
talking about products again, but this time not other people's products.
Our products. We can take all of that knowledge that we've gathered from the
market base and are building knowledge base and start to produce organized
information like the articles we're growing up from these microblog formats, links,
videos, images and updates.
The ﬁrst product that we might consider building are reports. Reports are really
just organized articles, maybe a little bit bigger, and take the format of a PDF that
people can download and we give those out for free in exchange or an email
address so that we can communicate with them.
The big brother to a report is a book. Once we have a book we can actually start
monetizing this information. That is really just a collection of all of the questions
and answers, all of the places and products that we have found so far.
We can create our own programs, which is just adding media or structure to the
learning of multiple ideas.
We can even layer on services to add value to the information, the how to, that
we're teaching.
Information production or education culminates in events. You've seen workshops;
they're little baby events. Conferences are the grandparent events. Even
accreditations are an act of explaining, delivering the same information.
That is all derived from the solutions that we've discovered and documented
through the course of understanding these questions and answers in the
20

marketplace and how these questions and answers form the root of the information
that we need to produce if we're going to generate revenue.
That root of that information are problems. Ultimately we need to solve the
problems of the marketplace, answer the questions of the marketplace, share our
findings, organize them into products so that we can monetize them. This is our
knowledge base.
Back at our MoneySite as we're posting articles about our findings we start to
develop these products. We develop all of the types of products as we find the
solutions to the problems that we've identified in our marketplace. We should go
through this whole process systematically until we have enough problems to
identify and solve and eventually drive traffic back to our site, bringing revenue
back to our site as we deliver that information into the marketplace.
Again that brings us back to our MoneySite and now we'll focus on the last third of
the trinity of the content marketing continuum, which is the fan base.
21

PEOPLE
The fan base starts with, not surprisingly, people. We want to identify the people in
the marketplace.
Ultimately these people funnel into our network by becoming members of our
network.
They become members of our network by becoming customers of our information
products that we create.
Even before they do that they become subscribers of the free information. The
posts on our blogs and our social networks.
Even before they opt-in or convert to subscribers they really just start off as
viewers. They're viewers of our Web site; they're consumers of our information. If
we treat them well and give them the information they're desiring; the answers to
22

the questions they have, the solutions to the problems they have, the high quality
content, the aggregated, curated best of ﬁltered through viewpoint of our
information they desire; they will become our advocates.They will convert, not only
through this funnel that we can see these shapes make up as they become
viewers and subscribers and customers and members, these people will eventually
even further become advocates of ours. Essentially evangelists promoting on our
behalf, tooting our own horn if you will because they love our information so much.
We build this fandom, we build this fan base, by systematically connecting to and
solving and helping and supporting and engaging the people in our marketplace.
Again we start from our MoneySite and we look for people in the market. We help
them convert along the lines of our free information and into becoming members of
our community. These viewers will eventually become advocates for our content if
we do a good job and create essential content for them. This acts like a funnel over
time; a certain percentage of people will convert into customers and members,
which is essentially the monetization process of the products that we created in our
last step.
23

PARTNERS
As usual this brings us back to our MoneySite and the last segment of the fan base
department of the marketing department where we communicate or deliver or
make available or make a message or our offering.
It's still built around people, but now we're looking at these people as partners.
The word partners itself is different than people of course right? It feels connected;
we know what partners means. When we start looking at the members and
customers of our market base, the advocates that are out there tooting our horns
who have their own projects from department one in the purple department and
partners are theirs. It makes sense the two compartments are next to each other
on the continuum because the partners department bleeds over to the products
department. We're looking for people that we can partner with and have their own
products so that they can partner with us because they see the commercial beneﬁt
promoting our products just like we would promote theirs.
24

We identify the launches for their products. People go into launch sequences and
they have their own affiliate programs so we become an affiliate for them and we
promote their launches to our list, to our audience as they happen.
It's more than just the commercial aspect
These are people that we recognized as the absolute pinnacle of the people and
the places and the products in our marketplace. We are advocates for them; we
love their content and they fit perfectly and compliment our material. We dont have
to create every book out there; we can make as much money by promoting who is
already doing a very effective job.
These partners are sources of information. They're sources of commercial
conversions. They're sources to other people because they will email their own list.
They have their own networks, they have documented their own places, they have
their own connections. These sources to information and people is what makes
being a partner with them so valuable.
Because they're so valuable and because we're so fond of them and they have
these affiliate programs naturally we become affiliates for them. We graduate from
being an advocate of theirs by posting a video or a link of what we find and love of
theirs.
As our fan base and advocates become affiliates for us, so do we for them.
A select few will become our mentors. People that we model closely. People that
we end up putting in what we call a syndicate; the top partners of our marketplace
that compliment our production perfectly and we continue to model and do joint
ventures with as they launch new products. That completes the circle, brining us
back into the products and the market base discovery.
25

Again we start out from the MoneySite looking at what partners are doing what
launches so that we can participate as well. These sources are sources of
information but also people that we can become afﬁliates for and that can become
afﬁliates for us. Eventually we identify some mentors that create products that are
also listed on Amazon and programs and books and media that we can continue to
promote and even potentially co-produce with.
That always leads back to our MoneySite, once again, always being documented
in the central hub of our Web site. We can do articles on these partners. We can
feature them, we can do videos with them, we can do interviews with them, we can
do Webinars with them and all of that creates content. That's what it's all about.
COVERING THE BASES
That is why we call this the content marketing continuum and how we cover all of
these basis in the continuing cycle so that we can build up our MoneySite and
connect to the World Wide Web and leverage all of these bases; the market base
26

the knowledge base and the fan base in a massive continuing cycle of learning and
teaching, finding and sharing, supporting and engaging and a big wonderful
koombaya moment of production and consumption.
That's all well and good and seems pretty simple when you break it down like that
but you can still look at this and go "that's a lot to document."
There's first things first as always and we have simple spreadsheets for each of
these bases. We document our market base, we focus on products. We document
our market base, we focus on places. We build our knowledge base, we focus on
posts. We build our knowledge base, we focus on products. We build our fan base,
we focus on people. We build our fan base, we focus on partners.
Focus on each one for a specific period of time, be it a day or a week, and it will
build over time. Using the right worksheets or the right software will make this
process simple and fun because it's an act of discovery. It's an act of your own
personal learning and knowledge building. And that's fun.
You can sit down and break this down into those six major sections.
That's it for now. I'm Mike Olaski and this has been covering all bases of the
content marketing continuum. Until next time, have fun making money. Bye.
27

Published by:
PassionProfits.com.
Website: http://PassionProfits.com
Website: http://ZeroToMoneyMakingWebsite.com
Website: http://ZeroToMillionDollarWebsite.com
E-Mail: Visit us on the web at support@passionprofits.com
28

Covering-All-Bases-Of-The-Content-Marketing-Continuum-REPORT-updated copy

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (13)

Similar to Covering-All-Bases-Of-The-Content-Marketing-Continuum-REPORT-updated copy

Similar to Covering-All-Bases-Of-The-Content-Marketing-Continuum-REPORT-updated copy (20)

Covering-All-Bases-Of-The-Content-Marketing-Continuum-REPORT-updated copy