Deliverability
Deliverability
Factual definition
Factual Definition of Deliverability
Deliverability is the strategic practice of ensuring a brand's valuable, helpful content is readily accessible to its target audience across its entire digital landscape in the right format, at the right time.
Jason Barnard definition of Deliverability
Jason Barnard defined this phase to move brands beyond simply being understood and credible, to being actively recommended. Deliverability ensures that after Understandability (ensuring algorithms comprehend your brand) and Credibility (demonstrating you are a trustworthy solution) are established, your brand becomes the omnipresent and preferred choice. This means producing content in multiple formats (text, video, audio) and distributing it on all platforms where your audience is active. For AI Assistive Engines like ChatGPT, Bing Copilot, Google AI, and Perplexity, effective Deliverability means they don't just know about you; they actively introduce you into user conversations and recommend you as the definitive solution. It is the final step in proactively shaping your Digital Brand Echo, the cumulative "ripple effect" of its online presence, to achieve business objectives.
How Jason Barnard uses Deliverability
At Kalicube, Deliverability is the third and final executive phase of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. Following the foundational work of the Understandability and Credibility phases, we implement a multi-platform content strategy designed for omnipresence. We create roadmaps and Standard Operating Procedures (SOPs) for clients to produce valuable content in formats their audience prefers, such as articles, podcasts, and videos. This content is then strategically placed across the digital ecosystem where the client's audience is already looking for solutions. This ensures that when a potential customer encounters the brand in search or is introduced to it by an AI Assistive Engine, the message is not only accurate and credible but also perfectly timed and formatted to drive them into the acquisition funnel.
Why Jason Barnard perspective on Deliverability matters
For generations, marketing strategy has been guided by Philip Kotler's 4Ps: Product, Price, Place, and Promotion. While "Product" and "Price" remain core business decisions, the digital revolution has fundamentally transformed "Place" and "Promotion." Jason Barnard's concept of Deliverability, as the final phase of The Kalicube Process, provides the essential modern framework for executing these two Ps. In an analog world, "Place" was about physical distribution and "Promotion" was about broadcast media. In the digital age, Deliverability redefines them as ensuring the right content ("Promotion") is available on the right platforms ("Place") at the exact moment a user needs it. This concept is critical because AI Assistive Engines are the new gatekeepers, acting as both the "Place" where conversations happen and the "Promotion" engine that recommends solutions. By mastering Deliverability, a brand ensures its narrative, as defined by marketing visionaries like Kotler, is not just a theoretical strategy but a practical reality, delivered with precision to drive the acquisition funnel in the new conversational ecosystems governed by AI.
Posts tagged with Deliverability
SEO in a Nutshell: Understanding, Credibility & Deliverability
SEO in a Nutshell: Understanding, Credibility & Deliverability Published on SearchEngineJournal October 23, 2020 by Jason Barnard Google has three “needs” that we can feed into to win the “modern Google game.”...
seo traffic show | episode 2
august 6th, 3pm gmt, jason barnard and tristam jarman will pick your site apart and tell you what you need to do to turn it into an seo traffic magnet!...
HTML5 Semantic Tags: What They Are and How To Use Them!
HTML5 Semantic Tags: What They Are and How to Use Them! Published on SEMrush June 05, 2020 by Jason Barnard What is Semantic HTML5? If you know a little about...
How to Create a Google-Friendly FAQ Section
How to Create a Google-Friendly FAQ Section Published on SEMrush October 29, 2019 by Jason Barnard Modified Transcript Hi. I’m Jason Barnard and welcome to Weekly Wisdom. Today I am...
Jason Barnard Defines the Future of Brand Understanding at Pubcon Las Vegas 2019
Las Vegas, October 8, 2019. At Pubcon Las Vegas 2019, Jason Barnard, founder and CEO of Kalicube, delivered a landmark presentation titled “Your Brand is a Thing, Not a String.”...
Jason Barnard Delivers Insights on Featured Snippets and Structured Data at SMX London 2019
London, May 21-22, 2019 - At the prestigious SMX London 2019 conference, Jason Barnard, founder and CEO of Kalicube, delivered a talk that quietly reshaped how the industry understands visibility...
Jason Barnard at Digital Olympus 2019: Helping Google Make Sense of a Chaotic, Unstructured Web
At the Digital Olympus Conference, held in Wrocław, Poland on April 5, 2019, Jason Barnard, CEO and founder of Kalicube, presented a visionary talk that quietly reshaped how we think...
Jason Barnard at YoastCon 2019: How the Knowledge Graph Sparked the Era of Algorithmic Understanding
In February 2019, Jason Barnard, CEO and founder of Kalicube, took the stage at YoastCon in Nijmegen, The Netherlands, to talk about something most marketers hadn’t yet considered: the Knowledge...
Jason Barnard Defines a Universal Strategy for Answer Engine Optimisation at BrightonSEO 2018 in UK
On April 27, 2018, at the prestigious BrightonSEO conference in Brighton, UK, Jason Barnard, founder and CEO of Kalicube® took the stage to deliver a presentation on the future of...
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Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...
search marketing in the age of ai: understanding the marketing implications of search, assistive, and answer engines
journal of digital & social media marketing published by henry stuart publications jason barnard co-authored search marketing in the age of ai: understanding the marketing implications of search, assistive, and answer engines with matt artz. this academic paper explores how search engines and artificial intelligence are reshaping digital marketing strategies. it emphasizes the importance of...
Jason Barnard’s Entrepreneurial Journey: A Cornerstone of Success
Jason Barnard, entrepreneur, author, keynote speaker and CEO of Kalicube has carved a unique path in the entrepreneurial world. His journey from a musician to a digital marketing expert and now a recognized entrepreneur tells a compelling story of adaptability and strategic repositioning. This article explores Jason’s entrepreneurial ventures, his strategic shift in personal branding,...
Jason Barnard - award-winning entrepreneur, innovator, author and keynote speaker.
Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...
Jason Barnard’s Professions
Jason Barnard is a serial entrepreneur Jason Barnard is an established serial entrepreneur and business leader with over 66 years cumulative experience building and expanding businesses. Founder & CEO of Kalicube® (2015-Present) As the Founder and CEO of Kalicube, he is at the forefront of Search and AI-driven brand optimisation, assisting businesses to manage their...