content is king, but distribution is queen. how to find relevant, high authority websites where you...

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DISTRIBUTION IS QUEEN

WHERE IS QUEEN?WHERE IS QUEEN?

● Changes in industry

● Distribution model

● Risk factors

● Costs

● Outbound

● Inbound

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CHANGES IN INDUSTRYCHANGES IN INDUSTRY

● GROWING B2B, B2C MARKETS

● LESS TIME ON SINGLE WEBSITE

● BOUNCE RATE INCREASE

● INFORMATION OVERFLOW

● GOOGLE PUSH ORGANIC DOWN

● INCREASING COSTS

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DISTRIBUTION MODELDISTRIBUTION MODEL

● LONG TAIL IN DISTRIBUTION

● MARKETING AUTOMATION

● PERSONALISATION IN ADS

● MICROTARGETING

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COSTSCOSTS

● AVERAGE CAC CAN GO OVER $1000

OUTBOUND

● creation and display

INBOUND

● creation (Articles, Infographics, Ebooks, etc)

● distribution

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PPC COSTSPPC COSTS

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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/

GUEST POST COSTSGUEST POST COSTS

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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/

SOLUTIONSOLUTION

QUEEN DECIDE WHAT THE KING DOES

SMART TARGETINGSMART TARGETING

Targeting on micro level

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Source: The Future Of Political Campaigns, Cambridge Analytica https://www.youtube.com/watch?v=lBgHrn-TrD8

WHY PERSONALIZED?WHY PERSONALIZED?

● LOW COSTS OF DISTRIBUTION● LOW COSTS OF CONTENT● HIGH ACCURACY● HIGH ENGAGEMENT● HIGH CONVERSION

PERSONALIZED INBOUNDPERSONALIZED INBOUND

QUEEN DECIDE WHAT THE KING DOES

Source: Typical family model based on photo from Daily Express

BUYER PERSONABUYER PERSONA

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Source: https://www.hochmanconsultants.com/cost-of-ppc-advertising/

PERSONA-CONTENT MATCHPERSONA-CONTENT MATCH

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DEMODEMO

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