“Diversity is not about how we differ. Diversity is about embracing one another’s uniqueness.”
— Ola Joseph
Too many brands walk into affiliate with blinders on.
They say things like:
“We only want influencers.”
“We only work with content sites.”
“We don’t want coupons anywhere near our brand.”
That mindset is exactly how affiliate programs wither into zombies.
Because a healthy program isn’t about exclusion. It’s about building a diverse, well-managed mix of partners that work together to drive incremental growth.
What You’ll Get in Chaos to Grow
- A framework for thinking about affiliate diversity
- Why “content-only” is a trap
- Real-world examples of unconventional partners driving huge value
- How to incentivize different affiliates the right way
- A reminder that the program you design determines the growth you get
From the Trenches: The Myth of the “Content-Only” Program
We recently spoke with a potential client who said:
“I only want content sites. No tech, no tools, nothing like Upsellit | Managed Conversion Optimization on our site.”
That’s a problem.
Why? Because if an onsite conversion optimization or cart recapture affiliate helps you get sales you wouldn’t have had otherwise… why wouldn’t you want them?
Affiliate isn’t about personal preference. It’s about performance. And when you narrow your scope to only one affiliate type, you’re cutting off growth levers you didn’t even test.
What a Healthy Affiliate Program Looks Like
When we bring programs back from the dead, they don’t just have one type of partner. They’re a balanced ecosystem.
Here’s what that mix includes:
- Content publishers and bloggers
- Creators and influencers
- Reward and loyalty sites
- Card-linked offers
- Major media outlets
- Comparison and review sites
- Mobile apps
- Promo path affiliates
- Newsletters and emailers
- Branded and non-branded paid search partners
- Rewards and incentive platforms
- Connected television
- Podcasts
- And yes… even coupons and promo sites
Every one of these has a place — if it’s managed correctly, incentivized for what it is, and tracked with precision.
Dynamic Commissioning Is the Key
Not all affiliates are created equal. And that’s a good thing.
Platforms like Impact.com make it possible to dynamically commission based on:
- Funnel stage
- Traffic source
- Partner type
- Contribution to conversion
That means content can get rewarded for upper-funnel influence, while coupons can be incentivized to close sales without cannibalizing margin.
It’s not about banning certain affiliates. It’s about paying them the right way.
Your Weekly Chaos Challenge
Look at your current affiliate mix.
Ask yourself:
Do we have a healthy diversity of partners, or have we artificially narrowed the scope of what affiliate can be?
If your answer is “we only want influencers” or “we only want content,” you’re probably leaving MEGA money on the table.
Free Affiliate Program Audit
At Chief of Chaos, we specialize in bringing programs back from the dead. And the first step is simple: a Free Affiliate Audit.
- No cost
- Only takes 48–72 hours
- We literally find money sitting in your program that you’re missing right now
We’ll show you:
- Where your program is underperforming
- Which partners are under-leveraged
- Where tracking or commissioning is costing you growth
- How to restructure for incremental revenue
Final Thought
Affiliate isn’t about one type of partner. It’s about building an ecosystem where every kind of publisher, creator, and tool is valued for the role it plays.
That’s how you build a program that scales.
Not a zombie.
Not a vanity project.
A living, breathing growth engine.
—Matt Frary
Chief of Chaos
