Mapping marketing opportunity versus effort / investment tells us where we should really focus.
The key to success is balancing activities that are easy and have low barriers to entry (e.g. paid media) and activities that require more effort and have high barriers to entry (e.g. content).
You need to do both as you scale a business.
High ROI / Low Effort avenues often buy you the internal political capital. That's why doing them first is usually a good place to start because they help you get the internal buy-in to do the High ROI / High Effort activities.
As the business matures, most of the enterprise value is created in doing the High Effort activities that generate High ROI because that's how you close more deals, grow faster and win over a market.
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