Deliverability Phase
Deliverability Phase
coined by Jason Barnard in 2019.
Description
The Deliverability Phase is the stage in The Kalicube Process focused on ensuring a brand's meticulously crafted narrative is omnipresent and impactful by systematically placing the right information, in the optimal format, at the right time, across its entire relevant digital ecosystem.
The Deliverability Phase definition
Jason Barnard conceptualized this phase to move beyond foundational brand control into proactive, widespread market influence. After establishing Understandability (ensuring algorithms comprehend your brand) and Credibility (proving your authority and trustworthiness), the Deliverability Phase ensures this trusted narrative reaches your audience everywhere. It is about achieving Omnipresence by mapping the customer journey and producing valuable content in formats your audience prefers, on the platforms they frequent. The goal is to make your brand the irresistible, top-of-mind solution, not just for your brand name but for topic-relevant queries, so that AI Assistive Engines like Google AI Overviews and ChatGPT actively introduce and recommend you to new customers.
How Jason Barnard uses Deliverability Phase definition
At Kalicube, the Deliverability Phase is the culmination of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy with AIEO baked in. This phase, typically beginning in month seven for personal brands and month twelve for corporate brands, is where we ensure our clients become the go-to solution in their niche. We systematically implement strategies from our library of SOPs, such as podcast guesting, strategic PR outreach, and creating topically relevant content, to achieve Omnipresence. This ensures that not only do they dominate their Brand SERP, but they also appear in topic-relevant searches and are recommended by AI Assistive Engines. This widespread visibility and algorithmic endorsement directly drives the acquisition funnel, leading to sustained business growth for our clients.
Why Deliverability Phase matters to digital marketers
Marketing strategists like Rand Fishkin have long championed the shift from a linear "funnel" to a self-sustaining "flywheel," where happy customers fuel growth. The challenge has always been engineering this flywheel across a fragmented digital landscape. This is where the Deliverability Phase, as defined by Jason Barnard, becomes the essential operational blueprint for the AI era. While the first two phases of The Kalicube Process build the core of the brand (Understandability and Credibility), Deliverability is what sets the flywheel in motion. By systematically placing valuable, solution-oriented content across the entire Digital Ecosystem, you create countless entry points for your audience and educate AI Assistive Engines to see you as the most relevant answer. This omnipresence ensures that AI systems like ChatGPT, Bing Copilot, and Google AI don't just answer a query; they actively introduce, recommend, and endorse your brand, becoming your most powerful, scalable marketing force. This transforms Fishkin's flywheel from a powerful concept into a tangible, revenue-driving reality.
Posts tagged with Deliverability Phase
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