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SEO vs Content Marketing vs PPC - the Ultimate Guide for Businesses

Updated: Jun 7

Did you know that digital advertising which includes all devices was estimated at 522.5 billion U.S. dollars as of 2021?

This figure is will constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026.

Additionally, search advertising spending (PPC) is expected to amount to 190.5 billion U.S. dollars at the end of 2024.

SEO vs PPC vs Content Marketing, which is better?

Hello and welcome to my huge SEO resource round up which contains some of the best and most important SEO advise from some of the best SEOs, marketers, and business owners on whether to go for SEO, PPC, or Content in 2024.

A lot of businesses, websites and companies are looking for newer ways to grow online.

Looking at the shift from traditional advertising channels like television, radio, billboards, et cetera, to social media, or the internet, it is crystal clear companies are moving towards the digital world.

This shows us the interest of businesses to promote their businesses using advertisements like PPC or other paid ad channels online.

Should you hire a content marketing specialist to grow your brand?

This very page answers everything you need to know to kickstart your digital campaigns either through SEO, paid ads, or content marketing.

And since this is a huge topic for millions around the globe, I decided to do something different.

I reached out to several influencers in the SEO niche, B2B, marketing, and, digital advertising space to hear their opinion on SEO, PPC and content marketing.

I reached out to several influencers in the SEO niche, B2B, marketing, and, digital advertising space to hear their opinion on SEO, PPC and content marketing.

SEO vs PPC vs Content Marketing - 30 Industry Experts Reveal Projections

And to begin with, as an SEO and B2B blog specialist, here is my own input to begin with:

Simon Taki Zaku - Founder, SimonZaku.Com

SEO vs PPC vs Content Marketing in 2024:

As a business, there is no one size fits all when it comes to marketing and promotion, especially in today's media world.

Businesses must clearly understand what they want. You need to understand your customer Persona, you need to understand long term game, you need to understand your objectives as a business. So when you understand your objectives as a business,

Search Engine Optimization is a long term game and involves all the tasks carried out to ensure long-term organic traffic growth. PPC on the other hand, is relatively a short-term game and requires advertising budgets.

PPC allows you to hit your business objectives in a short time as compared to organic growth (or SEO)

Content Marketing is the process of researching, planning, creating, optimizing, and promoting a piece (or pieces) of content (videos, blogs, PDFs, cheat sheets, podcasts, etc.).

Content marketing and SEO requires involves consistency with months of consistent and valuable content.

What is the difference between Content and SEO?

Content creation, writing and promotion are a strong part of search engine optimization but SEO involves other aspects like technical SEO, on-page, off-page SEO, or backlink building which do not necessarily require content creation or promotion.

Another thing to put in mind is your budget.

If your business has a good enough budget for advertising, you can consider paid ads or PPC.

SEO and content marketing are both long term strategies while PPC is a short term approach with fast results.

If you are looking to run a campaign for one of your new launches, you can run PPC ads to landing pages that advertises your specific products or services

You should understand your business needs and then classify exactly how SEO, PPC, or content can fit into your strategy.

My name is Simon Zaku, digital marketing consultant and SEO specialist in blog writing. I am the founder of this website. You can request a Free SEO Audit from me within 24 hours here.

Adam Abdulraheem

The interplay of SEO, Paid Ads, and Content Marketing forms the cornerstone of any brand's strategy aiming for long-term online dominance. At DMi Agency, we've honed our expertise across these areas, launching numerous successful campaigns over nearly a decade. Here's my perspective:

SEO Optimization: serves as the foundation for enhancing your website's visibility. It involves a comprehensive approach to align with website SEO best practices including internal linking, page speed, images optimization, meta description, backlinks etc, to ensure your site ranks prominently within your industry. This groundwork is essential for any sustained online presence.

Content Marketing: on the other hand, is the art of cultivating authority, trust, and rapport with your audience. It's not just about producing content; it's about crafting messages that resonate on a deeper level with your audience while incorporating SEO strategies like keyword optimization. This ensures that when potential customers search for relevant terms, your brand emerges as the industry expert. Content is said to be king in marketing as that is one of the most effective ways to give value to your customers while naturally promoting your products or services to them.

Paid Advertising: offers a rapid visibility boost, delivering immediate exposure, awareness, engagement and sales. Its strength lies in its speed and breadth, reaching a wide audience quickly, albeit at a cost. The effectiveness of paid ads is directly tied to your budget and tends to last for a very short time, with results declining as soon as the campaign is off unless it feeds into a sustainable marketing funnel.

Achieving harmony between these elements means viewing them not as isolated marketing tactics but as complementary forces within a cohesive marketing strategy. The key is to leverage each according to its strengths— website SEO for foundational visibility, content marketing for depth and engagement, and paid ads for quick wins and specific targets. This integrated approach ensures a robust, connected strategy that drives both immediate results and long-term growth.

Adam Abdulraheem is the visionary founder of a distinguished marketing agency named DMi with offices in Nigeria and the UK, celebrated for its innovative digital marketing solutions.

Nirav Darji, Founder & Owner of

Hello, everyone! Nirav Darji here from, and I'm excited to share my insights into the fascinating future of SEO, Paid Ads, and Content Marketing as we step into 2024. With over three years of experience in these domains, let's delve into the projections for each strategy and how they will shape the digital landscape.

1. SEO

For me, SEO has always been the bedrock of online visibility, and in 2024, it's poised for significant evolution. Search engines are becoming more sophisticated in understanding user intent, emphasizing the need for businesses to align their strategies accordingly. Personalization will be key, requiring a deep understanding of our target audience.

Investing in comprehensive audience research and creating content tailored to specific needs will be essential. User experience, mobile optimization, and the speed of our websites will play pivotal roles. As voice search continues to rise, adapting our strategies to optimize for conversational queries will become imperative.

The integration of AI and machine learning into search algorithms demands a nuanced approach. Businesses leveraging data analytics, artificial intelligence, and user behavior insights will gain a competitive edge. In 2024, SEO is not just about keywords; it's about understanding the user journey and providing a seamless digital experience.

2. Paid Ads

Paid advertising is set to undergo a transformation marked by precision and automation. Ad platforms are embracing advanced AI algorithms, reshaping how businesses reach their target audience. Refining audience targeting strategies to ensure ads resonate with the right demographic will be crucial.

Video advertising is expected to take centre stage, presenting an exciting opportunity to craft compelling content. As attention spans shrink, creating concise and engaging video content becomes imperative. The rise of interactive and immersive ad experiences will redefine engagement metrics, with AI-driven ad optimization tools playing a vital role.

Strategic partnerships with influencers will continue to gain traction, offering opportunities for authentic connections on social media platforms. The future of paid advertising lies in seamlessly blending promotional content with user-generated and influencer content for a more organic reach.

3. Content Marketing

In the era of information overload, content marketing is evolving into authentic storytelling. As we look ahead to 2024, the focus will be on crafting narratives that resonate on a personal level. Quality over quantity will be the mantra, with a keen understanding of our target demographic's preferences.

Visual and video content will dominate the content marketing landscape. The rise of short-form video platforms and the popularity of stories across social media channels signal a shift in consumer preferences. For us, harnessing the power of visual storytelling is about more than just capturing attention; it's about fostering a deeper connection with our audience.

Interactive content, such as quizzes, polls, and augmented reality experiences, will become integral to our content marketing strategies. Engaging our audience in a two-way conversation fosters a sense of participation and community. User-generated content will play a significant role as we encourage our audience to become co-creators of our brand narratives.

Choosing the Right Path for 2024

As we navigate the digital landscape of 2024, the choice between SEO, Paid Ads, and Content Marketing isn't about one being better than the other; it's about finding the right blend. SEO provides the foundation of organic visibility, Paid Ads offer precision targeting, and Content Marketing establishes authentic connections.

The future belongs to those who can seamlessly integrate these strategies, leveraging data-driven insights, embracing emerging technologies, and staying agile in the face of industry shifts. As we embrace the challenges and opportunities that 2024 brings, let's tailor our approach to the unique needs of our business and audience.

Thank you for the opportunity to share my insights, and I'm genuinely excited to witness the dynamic developments that lie ahead in the world of digital marketing.

Nirav Darji is the founder of He is an Entrepreneur, SEO, Content Writer, and WordPress Blog Developer.

Lindsay Eke

Businesses of all sizes could not have wished for a better time to blossom and grow than in this digital age. Long gone are the days were traditional marketing called the shots. Now, there is an array of options to choose from when grabbing the attention of your target audience and attracting customers.

Now, all you need is a good SEO, well-executed Paid Ads, and strategic Content Marketing to choose from. Each has its unique role and impact on your desired outcome.

How can each of these powerhouse be the ideal digital tool that your business needs? Let’s dissect each of them.

Search Engine Optimization (SEO)

With Google and other search engines now a pivotal part of our everyday digital lives, SEO will always have an integral role to play in digital marketing. Through keyword research and website optimization, businesses can elevate their online presence in search engine rankings, ultimately drawing organic traffic to their websites.

One of the most beautiful aspects of SEO is that it is organic, and its impact is long-term. This way, your business can build trust and credibility with its audience. SEO requires patience, perseverance, and nurturing to start yielding results.

Paid Ads

Call Paid ads the distant cousin of SEO, and you won’t be wrong. Paid ads are targeted and campaign-driven.

Paid ads elevate your brand to the top of search engine rankings and social media pages, giving you more visibility.

The advantage of paid ads is that they are effective and suitable for targeted marketing aimed at reaching a specific audience. On the con side, it is usually short-lived, meaning you have to keep investing in it if you still want that surge of “dopamine rush” effect on your digital marketing.

Content Marketing

Content marketing is unique and in a league of its own as a digital marketing tool. It maximizes the power of storytelling through blog posts, articles, podcasts, and engaging videos to give a brand visibility. Its potency lies in using stories to draw customers in and nurture relationships.

Content marketing fosters brand loyalty creates awareness, and positions your brand as a thought leader. With the right resources, such as dedication, creativity, and consistency, the benefits of content marketing are long-term.

While none of the techniques above supersedes the other, maximizing all three together can catapult your business to another level, ultimately increasing sales and revenues.

I am Lindsay E. Eke, an SEO content writer, content marketer, and ghost-writer who has spent the last 5+ years helping small business owners, entrepreneurs and founders to achieve their content marketing goals and establish their brand as a thought leader.

Zohe Mustafa -

Here are a few key tactics I would recommend for effectively integrating SEO, paid ads, and content creation in a marketing strategy:

1. Take an audience-first approach. Understand your target audiences and buyer personas deeply. Create tailored content that speaks to their needs and interests. This will help drive organic and paid traffic, as well as conversions.

2. Ensure content aligns to keywords. Research high-value keywords that align to your products or services AND your personas. Optimize pages and content around those keywords to boost rankings and traffic. But don't over-optimize at the expense of user experience.

3. Leverage paid ads to amplify top content. Identify your best-performing pieces of content. Create paid ads that send highly targeted traffic to those pages to increase their reach. This can accelerate SEO results. Think YouTube paid ads, use YouTube search optimised videos to drive organic traffic and use the same videos in paid ads. 

4. Promote content across marketing channels. Share your content across email marketing, social media, PPC ads, etc. Repurposing content boosts mileage and conversions across funnels.  

5. Take an agile approach. Continually test and iterate on content formats, topics, keywords, ad messaging, etc. to maximize results. An agile methodology allows you to improve integration over time.

The last part is to leverage the plethora of AI marketing technology, especially in regards to content production and creating tailored content. AI and automation will impact marketing tactics like SEO, paid ads, and content creation like never before.

Content creation at scale: AI content tools can generate blog posts, social media captions, emails, and more to scale content production for each and every segment or persona. However, marketers need to focus these tools with their audience goals in mind, and producing genuinely valuable content.

Zohe Mustafa is a Seasoned C-suite Digital Growth Leader with over 25 years driving transformative growth for global organizations across diverse industries including Retail, SaaS, Telecoms, Healthcare, Technology, Hospitality, Ecommerce and Digital Media.

Arslan Tariq - ArslanSEOInsights

Staying ahead of the curve is crucial in the ever-evolving digital marketing landscape. As we approach 2024, it's essential to assess the future of marketing strategies and the trends that will shape the industry. In this article, we will delve into the projected growth of SEO, the predicted trends in paid ads, and the future direction of content marketing. 

Additionally, we'll explore the impact of AI and machine learning on these strategies, providing insights for marketing professionals, content marketers, and SEO specialists.

Projected Growth of SEO

Search Engine Optimization (SEO) has been a driving force in digital marketing for years, and its importance continues to grow. In 2024, we expect SEO to play an even more significant role in online visibility and organic traffic generation.

With advancements in search algorithms and user intent analysis, SEO is projected to become more nuanced and tailored to user needs. Industry leaders like Google constantly refine their algorithms to provide users with the most relevant and valuable search results.

To stay ahead in the SEO game, marketers need to focus on:

  • Creating high-quality, valuable content

  • Optimizing for mobile and voice search

  • Leveraging structured data and schema markup

  • Prioritizing user experience and site speed

Predicted Trends in Paid Ads

Paid advertising has long been a staple of digital marketing, but as we look ahead to 2024, we anticipate several key trends that will shape the landscape. The rise of AI and machine learning will revolutionize paid ads by allowing for more targeted and personalized campaigns.

Platforms like Facebook and Google Ads already leverage AI to optimize ad delivery, target specific audiences, and improve overall campaign performance. To stay ahead in the world of paid ads, marketers should consider:

  • Embracing automation and AI-powered bidding strategies

  • Exploring new ad formats, such as video and interactive ads

  • Leveraging hyper-targeting to reach specific audience segments

  • Monitoring and optimizing campaigns in real-time for maximum ROI

  • Future Direction of Content Marketing

Content marketing remains a powerful tool for engaging and nurturing audiences and will continue to evolve in the coming years. As we move into 2024, marketers must adapt their content strategies to meet changing consumer behaviors and preferences. Personalization, authenticity, and storytelling will be critical to effective content marketing campaigns.

To excel in content marketing:

Create personalized content experiences tailored to individual user needs.

Embrace user-generated content to foster authenticity and trust.

Leverage the power of storytelling to connect with audiences on a deeper level.

Optimize content for voice search and emerging technologies like smart speakers.

Impact of AI and Machine Learning

The integration of AI and machine learning technologies will have a profound impact on SEO, paid ads, and content marketing. AI-powered tools can analyze massive amounts of data, identify patterns, and provide actionable insights, enabling marketers to make data-driven decisions.

For example, platforms like SEMrush, Ahrefs, and Moz utilize AI to help marketers optimize their SEO strategies, uncover new keyword opportunities, and analyze competitor performance. Additionally, AI-powered chatbots, ParaAI, and virtual assistants transform customer interactions and enhance user experience.

Marketers can leverage AI and machine learning by:

  • Adopting AI-powered tools for keyword research, content optimization, and competitor analysis

  • Utilizing chatbots and virtual assistants to improve customer engagement and support

  • Analyzing data and leveraging AI-driven insights to refine marketing strategies

  • Case Studies

  • To illustrate the points discussed, let's look at some specific case studies from industry leaders like Google. One notable example is Google's implementation of RankBrain, an AI algorithm that helps determine search rankings.

When considering which of the three - SEO, Paid Ads, and Content Marketing - will take the lead in 2024, it's essential to understand each strategy's unique strengths and challenges. SEO is poised to remain a powerful tool for driving organic traffic and enhancing online visibility. 

However, the constant changes in search algorithms demand high adaptability and technical know-how. Paid Ads, on the other hand, offer immediate results and precise targeting. Yet, they require a significant budget and can become less effective once the funding stops. 

Content Marketing, despite being time-consuming, builds trust, encourages engagement, and fosters long-term customer relationships. It's also highly effective in SEO and fuels Paid Ads. Therefore, although each strategy has merits, Content Marketing will likely lead in 2024 due to its holistic and sustainable approach to building a solid online brand presence.

However, the most effective strategies in 2024 will likely continue to incorporate all three systems, adapted to the specific needs and goals of the business. So, marketers must stay up-to-date with the latest trends and utilize strategies to achieve maximum success in the ever-changing digital marketing landscape. 

Let's continue learning, adapting, and innovating as we look forward to the exciting developments shaping digital marketing in 2024 and beyond. The future holds endless possibilities, and we as marketers must seize them and drive our strategies toward success. 

So, embrace change, embrace technology, and always keep the needs of your audience at the forefront when crafting your digital marketing strategy. Here's to a dynamic and prosperous future in the digital world! 

Keep learning, and keep growing!

In conclusion, as we look ahead to 2024, SEO, paid ads, and content marketing will continue to be essential components of a successful digital marketing strategy. By staying informed about industry trends, embracing AI and machine learning, and adapting strategies to meet evolving consumer needs, marketers can position themselves for success in the dynamic digital landscape.

Remember, the digital marketing landscape is constantly evolving. It's essential to stay updated with the latest trends, experiment with new strategies, and be open to adapting your approach to meet the ever-changing needs of your target audience. 

Arslan Tariq is the Founder and CEO of ArslanSEOInsights, a leading authority in the field of SEO services. With years of experience, Arslan is renowned for his pioneering insights and innovative strategies that drive success in the ever-evolving digital landscape.

Jason Patterson,

SEO is inbound. Paid ads are outbound. Content marketing is a little of both. And most B2B brands need all three. But AI is making it harder for any brand to sustain a competitive advantage through SEO or SEO content.

Instead, sustainable advantage will increasingly be created through content AI can’t generate (at least not entirely), namely thought leadership, original research (i.e., whitepapers) and expert advice (i.e., e-books).

However, such content often isn’t SEO-friendly (one cannot really search for the cutting edge since you don’t already know what it is) and brands must compensate by ramping up their promotional efforts for this content, including digital ads.

In other words, brands must make their content marketing more outbound to compete.

Jason Patterson has been resisting the pull of half-assed marketing content since the golden days of advertorials. He is the founder of Jewel Content Marketing Agency, where he blogs about content, social media, B2B marketing, and other related topics. He also shares hard-hitting and often humorous marketing takes on X and LinkedIn.

Alice Musyoka

Creating high-quality content is now more important than ever. Don’t spend time writing fluff, get right to the point and provide lots of facts and statistics. While content is still the foundation of any SEO strategy, ensure the content you’re pushing out actually aligns with search intent. Then use paid advertising to target specific audiences, re-engage prospects, and increase brand awareness. Also, track and analyze results to optimize what’s working and ditch what’s not.

Alice Musyoka is a Tech and Finance Writer, SEO, and Digital Marketer. She's available on LinkedIn here.

Prudence Onaah

Businesses need to get clear on their marketing goals. The marketing strategies that a business ought to prioritize would depend on the growth stage of that business. CMOs and CEOs would need to determine what their digital marketing goals are for the year. Additionally, sales teams need to determine the prevalent stage of the buyer's journey in their funnels. Are most of their leads getting off the funnel just after getting to know the business? If this is the case, they would need to prioritize middle-of-the-funnel content like how-to guides, product overviews, case studies, video tutorials, eBooks, whitepapers, podcasts, and so on.

Regarding their marketing goals, are they trying to build brand awareness? Are they trying to generate more traffic to their offers? Are they trying to nurture their leads and convert them into sales? Getting clear on where the business is at and what they need to do to grow would make it easier to choose the right digital marketing strategies and strike the right balance between these strategies.

Businesses should combine organic efforts with targeted paid advertising in a way that aligns with their marketing goals. Similarly, they should set SEO goals that guide their content creation process. Content teams should integrate keyword research into their content creation and maintain consistency and relevance. By determining what they set out to achieve early on in the process, it would be easier to combine SEO optimization, paid advertising, and content creation in a way that benefits the business.

Prudence Onaah is an experienced digital marketing copywriter at and founder of two companies, Prudent Pens and Vaquita Books. She is also the founder of Scalable, a digital marketing brand where she talks about digital marketing and helps entrepreneurs discover products and tools to scale their business.

Gerry Black -

It amazes me how much time, money and effort marketers are willing to keep throwing at SEO and Paid Ads…for little or no ROI.

Sure it’s great to have tons of qualified prospects visit your website, but if you’re not equipped to lead them through your online selling process in an effective, systematic way, you’re NOT going to convert them to buyers. 

There are two critical pieces of information you need to be aware of:

Critical Piece of Information #1: Only 5% of first-time visitors to your website will be what we call NOW buyers. Those are prospects who know what they want, are ready to buy and are in the final stages of looking for someone to buy from. That means many of the 95% of the visitors who DO NOT BUY are prime prospects for your product or service - IF you have a strategy in place to keep marketing to them until they ARE ready to buy. 

Critical Piece of Information #2: It takes on average anywhere from 5-12 “touches” before a prospect will buy from you. Think about it. It takes time for them to get to a point where they “know, like and trust” you. Your job is to lead them through your selling process in such a way that they will see for themselves that you are sincerely interested in helping them solve their problem.

If you do not “build” this knowledge into your website marketing strategy, you will waste money, time and effort struggling to convert more prospects into buyers.  

And here’s the worst part: you’ll likely end up steering qualified prospects right into the welcoming clutches of your competitors who DO know how to move potential clients and customers through their website marketing system.

Sales that SHOULD have been yours end up going to your competitors who did very little to earn it

So…what’s the solution?

Well, you could just keep doing what you’ve been doing and HOPE things turn around. Good luck with that. 

Or, you could change up your ads and SEO strategies in an effort to try and get MORE traffic so you up the odds in your favor a bit.

You could hire some “guru” to try and figure out why your conversions aren’t where you want them to be. Many of them have no idea about the 5% NOW buyer statistic.

There are lots of things you COULD do but, unless you address the real issue, not much will change.  

If you want to convert more online prospects into buyers, the solution is to implement an effective, BASIC website marketing system.

I’m NOT referring to some complicated, 35-step automated sales funnel the “gurus” keep clucking about all over the internet.

After all, building and maintaining a sales funnel requires a LOT of time and energy. Plus, you need to spend tons of money on paid ads and complex software.

 And, even then, there are no guarantees… 

That high falutin’ sales funnel could end up being a complete disaster…

  • It may not produce ANY results... 

  • You could be shut down overnight if your ad platform changes the rules and suspends your account. (Happens more often than you might think!) 

You need something YOU can control. 

And that means implementing a basic, boring online marketing system that designed to help you achieve three important objectives:

IMMEDIATE ATTENTION: Grabbing your first-time web visitor’s attention and holding it.

IDENTIFYING WARM PROSPECTS: Getting interested prospects to “put up their hand” and identify themselves.

ONGOING EDUCATION/NURTURING: This will allow you to be there when the 95% who weren’t ready to buy do decide to buy. 

Let’s examine these objectives in more detail so you can create your own basic marketing system that converts more prospects into buyers so you can stop wasting tons of time and money on getting traffic to your site that simply drifts away.

Our job, as website marketers is to present our selling story in a compelling way so that it addresses the majority of prospect questions and concerns.

That way, they get a sense that “we know what we’re doing” and that we’re genuinely interested in helping them.

However…if your online messaging doesn’t GRAB your first time web visitor’s IMMEDIATE attention when they land on your home page or landing page…you’re done!


You’ve got 3-5 seconds to answer the #1 question that’s on their minds when they arrive on your site…

Before we get to the question, consider this: 

Today’s prospects want to do most of their buying research on their own. 

Twenty five years ago, that wasn’t very practical. They had to rely on ads, brochures and trade journal reviews to pull together information. 

Often, they were forced to call up and speak with a salesperson - most of them bending their ears with a bad sales pitch. 

The internet changed everything! 

People hate being sold. But they LOVE to buy.

Today, your prospects are in control. They can do all the heavy lifting research and THEN call up to get the final questions answered - the ones that only the marketer can answer based on specific needs.

As a marketer, here’s what you need to know about current buyer behavior…

Most prospects are well aware of the “thing” that will solve their problem.

In fact, by the time they land on your website, they’ve probably already checked out 5 or 6 of your competitors.  

Okay…here’s the question they arrive with…

“Of all the options available to me, including doing nothing…WHY should I pick your solution?” 

If you don’t have a compelling answer in the form of an easy-to-understand headline, NOTHING ELSE will matter. 

Your prospect…the one you spend all kinds of time, money and energy to attract…will only allow you a few seconds to win this crucial battle. 

THAT’s how important your home page or landing page headline is.  

If you are able to GRAB your prospects’ attention, then you’ve won one of the toughest marketing battles…the fight for your prospect’s undivided attention. 

But, you could lose it at any point IF the rest of your website messaging doesn’t hold their attention. 

So, that’s the first step in your effective, basic website marketing system designed to convert more prospects into buyers. 

Let’s move on to step 2.


The next step in creating an effective, basic marketing system is to create a means of staying in touch with visitors who come to your website.

An effective way to do that is to offer valuable content that helps prospects solve an immediate problem related to the overall service or product you offer.

The valuable content is referred to as LEAD MAGNET. 


In exchange for valuable, useful “how to” information, many prospects will be willing to give you their email address in exchange for something that makes their lives easier or better. 

And when they do, it gives you something that is invaluable…a way to continue the marketing conversation.

That doesn’t mean bombarding them with offers!

What it DOES mean is you now have a way to continue EDUCATING prospects and develop your “know, like and trust” factor. 

Remember those 5%-12% “touches” prospects need before they will buy from you? A lead magnet offered in the form of a FREE report, guide or checklist gives you a way to continue to educate them as to why you are best qualified to help them get the outcome they want.

An effective lead magnet that attracts qualified prospects should…

Have a compelling title. Even though it’s free, you need to “sell” it.

Offer an immediate solution to a problem you know your ideal target prospects are looking to solve.

Be easy to consume. Prospects want something they can get through quickly.

The objective of the lead magnet is to offer content that is immediately valuable to your customer and gives them a taste of what you have to offer.

Now for the final element of an effective, basic website marketing system that converts more prospects into buyers.

Keeping the momentum going. 


For this, you need an email nurturing campaign.

The type of email messaging you create should be tailored for your audience.

For example, an email campaign for a prospect who signed up for a free ebook on how to buy a luxury car will look a lot different than one that is written for an auto enthusiast who signed up after reading a blog post on overall automobile maintenance for a longer life.

You need to take the context of the email list into consideration.  Businesses should understand the context of their email list.

Having said that, here is the framework for an effective email follow up campaign.

An email nurturing campaign is intended to lead subscribers along their buying journey ( your selling process) until they eventually make a purchase or take the next step in your selling process.

It is a series of highly relevant, targeted emails based on your subscriber’s interests and needs.

The first couple of emails deliver the content they signed up for along with more information about how you’re equipped to help them. 

This could be an automated series of 5-7 emails that are 80% educational and 20% “soft” sell.

You can use an email nurturing campaigns to accomplish many objectives:

  • Convert prospects into buyers

  • Build trust

  • Move hesitant buyers to take the next step

  • Obtaining prospect insight

  • Cross-sell related products and services

Make no mistake…the gold is in the follow up!

This post has laid out a blueprint for converting more prospects into buyers…WITHOUT having to invest in an expensive, complicated sales funnel system that may or may not work.

The trend suggests many marketers are moving away from these “seen-it-before” systems and getting back to the fundamentals of effective marketing:

Offer prospects value they can’t get elsewhere.

Give them a “taste” of how doing business with you will change their life.

Let them buy on THEIR terms.

Implementing an effective, basic website marketing system will put you way ahead of many of your competitors and put an end to wasting tons of money on SEO  strategies and Paid Ads that lead prospects to a dead end.

Here’s a step you can take today to start getting better results this year…

As you head into 2024, take a look at your current website marketing…do you have a system in place that is strategically designed to move prospects through your selling process as detailed above?

Or, are you selling “stuff” that prospects can get anywhere?

If so, you might want to rethink your website marketing strategy.

Gerry Black is an experienced Marketing Consultant/Copywriter who shows entrepreneurs and small business owners how to implement a proven, basic marketing SYSTEM so they can convert more first-time web visitors into buyers.

Peace Chinyere

As content continues to play a pivotal role in online visibility, how can businesses strike the right balance between SEO, paid advertising, and content marketing?

SEO, paid advertising, and content marketing are very important for online visibility. However, striking the right balance between each element varies greatly depending on your business goals, budget, and industry.

SEO is very important and naturally attracts organic traffic once you are creating a high quality, and well optimized content with relevant keywords. However, it does not bring immediate conversion. It is a long term process for building brand visibility.

So if you are a business owner that wants immediate conversion this will not be the best idea for you, but you can implement it for your brand visibility.

Paid Advertising is also a great element for online visibility. As a business owner, if you want quick visibility for your business, what you need is to boost your reach and target specific users with paid ads on platforms like Google Ads and social media.

Content Marketing is crucial for maximizing online visibility in today's content-driven landscape. When you create high-quality, informative, and engaging content that resonates with your target audience, it attracts organic traffic and also strengthens your paid ads by boosting relevance and click-through rates.

More so, content marketing helps you to utilize various content formats like social media posts, infographics, and videos to pass your brand message, build brand recognition, attract and convert your ideal customers online. 

Nonetheless, the ideal balance between SEO, paid advertising, and content marketing depends on your unique business goals, budget and industry.

Precious Oboidhe -

Thinking of SEO, paid ads, and content creation as individual units of a marketing strategy should go out the window. Each one can complement the other and bring marketing costs down.

For a new business, paid ads could bring leads to the door, but its unsustainable (especially when targeting high CPC terms). However, if a business creates content around those high CPC terms, they can optimize it for SEO, run paid ads to the article (educate customers rather than send them to a landing page), and eventually rank organically for these terms (decreasing the marketing cost altogether).

Precious is a Freelance Content Strategist and Writer for B2B SaaS and Martech Brands Seeking More Users.

Joshua Ogunjiofor -

Content is becoming increasingly important as the day goes by. 

I’m not even talking about traditional SEO content. AI has so lowered the bar for such low-level content that it’s become next-to-impossible to differentiate yourself in a sea of SEO sameness.

I’m talking about expert-led content.

Google’s 7-11-4 rule states that a customer needs 7 hours of interaction across 11 touchpoints in 4 separate locations before making a purchase decision.

Think of the last time you made a high-ticket purchase of any kind. Chances are you spent quite a bit of time researching and consuming content before you decided to purchase. Only then did you book a call with a sales person.

In other words, you trusted the brand enough to buy from them before ever speaking to someone from the company. You were sold before speaking to a sales person.

Therefore, what your business needs today is a system that manufactures trust even while you sleep.

If you will convince people to trust and buy from you, you must be able to articulate their problems better than they can. Do this and they’ll have no problem believing you can articulate the solutions just as well.

And you can only do this if you’re an expert—ergo, expert-led content.

So, my recommendation is to build your entire marketing strategy around expert-led content. 

Forget about striking a balance between paid, search, and content. Instead, create expert-led content that demonstrates a profound understanding of your target audience’s pain points and then let paid, SEO, and social follow. 

Use them as secondary channels to promote your content, because it’s with content that you manufacture trust in your prospects.

Joshua Ogunjiofor is a dynamic content writer specializing in crafting expert-level blog posts that drive product sign-ups for B2B SaaS companies.

Dave Schneider -

2024 SEO is about delivering exceptional user experiences. Search engines prioritize sites that cater to intent, not just keywords. Think fast loading, mobile-friendly, and intuitive navigation. Voice search also demands conversational content.

But it's not all tech. High-quality, authoritative content reigns supreme. The "Helpful Content Update" of 2023 was a clear message: prioritize quality over quantity. In 2024, expect Google to further reward content that's genuinely helpful, informative, and created by subject matter experts. Focus on in-depth research, insightful analysis, and audience-centric writing.

AI plays a bigger role, but remember, humans control the narrative. Use AI to automate tasks and analyze data, but your creativity and understanding of user intent are irreplaceable.

Finally, build a strong online reputation and establish yourself as an authority in your niche. Earn backlinks from high-quality sites, engage with your audience on social media, and promote user-generated content.

In conclusion, 2024 SEO is about more than just ranking, it's about building long-term relationships with your audience. Embrace quality over quantity, experience over keywords, and expertise over hype, and you'll thrive in the evolving search landscape.

Remember, SEO is a marathon, not a sprint. Adapt, experiment, and stay informed to keep your website ahead of the curve.

Dave is the CEO of which is a white label marketing solutions for agencies,

Reji Stephenson -

As an expert in the field, I believe that achieving a harmonious blend of SEO optimization, paid advertising, and content creation is pivotal for a robust online marketing strategy in 2024. Here are my insights:

  • Understand Your Audience:

  • Tailor your content to match the needs and preferences of your target audience. This will enhance engagement and boost the effectiveness of your SEO and paid advertising efforts.

  • Keyword Strategy:

  • Conduct thorough keyword research to identify high-value terms relevant to your business. Integrate these keywords organically into your content while aligning with your paid advertising campaigns.

  • Quality Content is Key:

  • Invest in high-quality, valuable content that addresses the pain points of your audience. Search engines reward well-crafted content, and it can also serve as a foundation for your paid campaigns.

  • Consistency Across Channels:

  • Maintain a consistent brand voice and message across all channels. This includes ensuring that your SEO strategies align with the messaging in your paid ads and content.

  • Data-Driven Decision-Making:

  • Leverage analytics to track the performance of your SEO, paid ads, and content marketing efforts. Adjust your strategy based on the insights gained to optimize results.

  • Integration of Paid and Organic:

  • Seamlessly integrate your paid advertising with organic content. For instance, use high-performing organic content as a basis for paid promotion to maximize visibility.

  • Leverage Social Media:

  • Utilize social media platforms to amplify your content and paid campaigns. Social signals can positively impact SEO, and paid ads can gain additional exposure through social sharing.

  • Adaptability:

  • Stay abreast of industry trends and algorithm changes. Be agile in adapting your strategy to align with evolving search engine algorithms and consumer behaviours.

Remember, the key to success lies in finding the right balance that suits your specific industry, target audience, and business goals.

Reji is the owner of He is a digital content creator and you can find him on LinkedIn.

Kelle Campbell

The use of AI tools instead of online search will cause a shift in content marketing, at least for some sectors. Rather than answering general questions, affected businesses will focus more of their efforts on content that explicitly explains what makes them different from competitors and how they solve customers' problems. Targeted keywords will reflect that change. Paid ads were always a good way to immediately draw site traffic while the long-term strategy of content marketing efforts was still gaining strength; there could be more paid ads for guides, whitepapers, or other valuable content.

Kellé Campbell is a content writer with 20+ years of experience performing writing, editing, and research services for clients in the software and educational technology sectors. Kelle is on LinkedIn.

Hamraz Hussain

Striking the right balance involves aligning SEO strategies, paid ads, and content creation to amplify online visibility. It's about synergy, not isolation.

Hamraz runs an SEO agency specified in link building, guest blogging, and content marketing.

Falodun Apotierioluwa Sadie

As the pool of customers, consumers and users continue to evolve. It is important to keep up with data driven strategies. In 2024, more personalised approaches to marketing need to be incorporated. While SEO, Paid Ads and Content Marketing are all forms of bridging gaps between brands and customers and improving online value presence or visibility.

It is important to continue to build solutions or concepts on consumer data and preferences. Marketing executives can strike a balance between SEO optimization, paid advertising, and content marketing when all marketing efforts truly centre consumers, or appropriate marketing persona and target audiences.

Falodun is an SEO, Content Writer, Creative Wordsmith, Digital Storyteller, Author, Social Media Strategist, and a Cyber security specialist.

In today's digital landscape, navigating the interplay between SEO, paid ads, and content creation is crucial for businesses seeking to enhance online visibility. At D20, we've honed a strategy that seamlessly integrates these elements, ensuring our clients' success. Here's how:

Keyword Synergy: We harmonize target keywords across SEO and paid ads to maximize reach and resonance.

Content Optimization: Our focus is on crafting compelling, SEO-friendly content that aligns with overarching marketing objectives.

Data Utilization: Leveraging insights from SEO and PPC data, we continuously refine and optimize our strategies.

Audience Targeting: By merging organic and paid tactics, we tailor campaigns to effectively engage our target audience.

Content Refresh: Regular updates and enhancements keep our content relevant and impactful over time.

Through these tactics, we were able to achieve a holistic integration of SEO, paid advertising, and content creation, resulting in heightened online visibility and performance."

The benefits of this integration are manifold:

Enhanced Visibility: By blending SEO, paid ads, and content marketing, businesses can significantly enhance their online presence, driving traffic and conversions.

Cost Efficiency: Integration allows for optimized spending, targeting quality traffic through organic and paid channels.

Precision Targeting: Unified efforts enable nuanced keyword targeting and deeper understanding of user intent, leading to more effective campaigns.

Improved Relevance: Landing page relevancy is bolstered, enhancing overall content resonance and search engine performance.

Synergistic Impact: The combined force of these strategies creates a reinforcing effect, amplifying overall marketing performance.

Through this integrated approach, businesses can craft a comprehensive and effective marketing strategy, yielding improved visibility, cost efficiency, and precise targeting.

Here are some specific examples of successful integrated marketing campaigns:

1. Volkswagen - "Think Small": This campaign aimed to boost Volkswagen vehicle sales in the US by integrating print sales promotions, public relations, and social media outreach activities.

2. Hyundai Elantra: The 2021 Hyundai Elantra campaign is an award-winning example of an integrated marketing campaign that used an omnichannel approach to increase brand awareness.

3. Starbucks - Pumpkin Spice Latte (PSL): Starbucks' PSL campaign is a great example of an integrated marketing campaign that utilized advertising, print ads, outdoor ads, TV commercials, mobile ads, and social media to promote the product.

4. Budweiser - "Wassup": This campaign integrated various channels to create a memorable and successful marketing effort.

5. Dove - "Campaign for Real Beauty": Dove's campaign is another example of a successful integrated marketing effort that spanned multiple channels and mediums.

These campaigns demonstrate the effectiveness of integrating various marketing channels and strategies to create cohesive and impactful brand narratives.

The goals of successful integrated marketing campaigns vary, but they commonly include:

1. Increased Brand Awareness: Integrated campaigns aim to enhance brand visibility and recognition across multiple channels, ensuring that the brand remains top-of-mind for the target audience.

2. Improved Audience Engagement: These campaigns seek to engage the audience through various touchpoints, fostering a deeper connection with the brand and its message.

3. Consistent Messaging: Integrated marketing aims to deliver a consistent brand message across all channels, ensuring that the audience receives a unified and coherent brand experience.

4. Optimized Customer Journey: The goal is to provide a seamless and optimized customer journey by reaching consumers at different stages of the buying process through various channels.

5. Cost Efficiency: Integrated campaigns often aim to maximize the efficiency of marketing efforts by repurposing assets across different channels, ultimately saving costs and resources.

By pursuing these goals, integrated marketing campaigns can deliver a more cohesive and impactful brand narrative, leading to improved brand awareness, engagement, and cost-effectiveness.

The specific strategies used in successful integrated marketing campaigns include:

1. Omnichannel Approach: Utilizing multiple channels such as print, outdoor ads, TV commercials, mobile ads, social media, and user-generated content to reach the target audience.

2. Consistent Messaging: Ensuring a consistent brand message across all channels to build trust and keep the brand top-of-mind.

3. Audience Targeting: Identifying where the target audience is most likely to interact with the content and making sure the campaign lives on those platforms.

4. Data-Driven Personalization: Personalizing strategies for different channels using customer data and insights.

5. Team Collaboration: Bringing together the marketing and sales teams to outline how they will contribute to achieving the campaign goals.

By employing these strategies, integrated marketing campaigns can effectively reach target consumers, establish brand awareness, and provide a consistent brand experience across various channels.

The results of successful integrated marketing campaigns include:

1. Increased Sales and Brand Perception: Campaigns like Volkswagen's "Think Small" and Starbucks' Pumpkin Spice Latte (PSL) led to increased sales and improved brand perception.

2. Enhanced Customer Engagement: Integrated campaigns aim to engage customers across various platforms, leading to a more immersive and memorable brand experience.

3. Improved Brand Recognition: By delivering a consistent message across multiple channels, integrated campaigns help improve brand recognition and recall.

4. Cost Efficiency and Higher Returns on Investment: Integrated marketing campaigns can offer substantial value and significantly higher returns on investment by optimizing the omnichannel customer journey and harmonizing messaging across various channels.

5. Targeted Audience Reach: These campaigns target a range of audiences across different platforms to ensure that the brand's message reaches the right people at the right time.

Overall, successful integrated marketing campaigns have led to increased sales, improved brand perception, enhanced customer engagement, and higher returns on investment.

The most effective channels used in successful integrated marketing campaigns include:

1. Email Marketing: An effective channel for delivering personalized and targeted messages to a brand's audience.

2. Social Media (Organic and Paid): Utilizing social media platforms to engage with the audience and amplify the campaign's reach.

3. Search Engine Optimization (SEO): Optimizing content to improve organic search visibility and drive relevant traffic to the brand's digital properties.

4. PPC Advertising: Leveraging paid search and display advertising to target specific keywords and audience segments.

5. Content Marketing: Creating and distributing valuable, relevant content to attract and engage a defined target audience.

6. Direct Mail Marketing: Utilizing physical mail to deliver targeted messages to the audience.

7. Traditional Marketing: Incorporating traditional channels such as TV, radio, and print to reach a broader audience.

8. Event Marketing: Engaging with the audience through in-person or virtual events to create memorable brand experiences.

9. Public Relations: Leveraging PR to manage the spread of information between a brand and its audience.

10. Word-of-Mouth Marketing: Encouraging customers to advocate for the brand and share their positive experiences with others.

These channels, when integrated effectively, can create a seamless and memorable experience for the customer while achieving the marketing objectives of the brand.

To measure the ROI of integrated marketing campaigns, the following strategies and metrics are commonly used:

1. Identifying Key Performance Indicators (KPIs): Defining metrics such as impressions, clicks, leads, sales, or retention rate to indicate progress and success.

2. Analyzing Channel Performance: Keeping a pulse on each channel throughout the campaign to understand which channels are converting better and adjusting marketing spend or media buys accordingly.

3. Measuring Campaign Success and Establishing Baselines: Accurately measuring ROI by understanding the impact of individual campaigns on overall revenue growth and focusing on unified marketing measurements capable of aligning granular insights.

4. Calculating Campaign Attributable ROI: Using the formula (Sales Growth - Marketing Cost) / Marketing Cost to calculate the ROI of a specific campaign.

5. Continuous Measurement and Adjustment: Retaining consistent messaging across channels, continuously measuring results, and introducing more integrated marketing while being prepared to tweak messaging if necessary.

By employing these strategies and metrics, marketers can effectively measure the ROI of each channel within an integrated marketing campaign.

The most effective ways to track the ROI of each channel in successful integrated marketing campaigns include:

1. Identifying Key Performance Indicators (KPIs): Defining metrics such as impressions, clicks, leads, sales, or retention rate to indicate progress and success.

2. Analyzing Channel Performance: Keeping a pulse on each channel throughout the campaign to understand which channels are converting better and adjusting marketing spend or media buys accordingly.

3. Using Tracking Technology and Tools: Employing tracking technology and tools to provide accurate data and highlight numbers, enabling the measurement of the effectiveness of marketing campaigns and improving ROI.

So, for us at B20 Marketing, by employing these methods, we were effectively able to track the ROI of each channel within an integrated marketing campaign.

Qasim Bakare is the cofounder of Digital20 Ltd which is a leading automation and digital marketing company that specializes in Business automation, IT solutions, Digital

Marketing, and, Digital PR.

Joel Haye

As content continues to play a pivotal role in online visibility, how can businesses strike the right balance between SEO optimization, paid advertising, and content creation?”

To be able to strategize and optimise effectively across these channels, businesses have to start tracking blended spend across all their paid media, SEO and content channels.

With an understanding of the relationship between marketing channels, businesses can track growth and strategize effectively. It is prime time to move away from the SEO vs Paid Media vs Content mindset and better understand how each channel influences the other and drive overall growth.

This approach will help businesses to strike a data driven balance between channels which will contribute to controlled scale for the business.

Joel Haye is a paid media specialist and sales professional for growth-driven brands to scale revenue and customer acquisition. Joel is on LinkedIn.

Dari Gladson - SimonWrites Agency

As an SEO specialist at SimonWrites Agency, I've had the privilege of witnessing the ever-changing landscape first-hand.

SEO isn't going anywhere—it's evolving.

With advancements in AI and machine learning, search engines are becoming smarter by the day. The future of SEO lies in providing valuable, relevant content that resonates with your audience while also optimizing for user experience and technical aspects like site speed and mobile-friendliness.

Voice search and AI-driven algorithms will continue to shape SEO strategies, emphasizing natural language processing and intent-based optimization.

PPC and Paid Ads:

Pay-per-click (PPC) advertising remains a powerful tool for businesses to drive targeted traffic and generate leads. However, the landscape is becoming increasingly competitive, leading to rising ad costs.

The future of PPC lies in harnessing data-driven insights, leveraging automation, and adopting a holistic approach that integrates PPC with other marketing channels. Dynamic ads, audience targeting, and personalized messaging will be key trends to watch out for.

Content Marketing:

Content is king, and its reign isn't ending anytime soon. In fact, content marketing is poised to become even more central to digital strategies.

The future of content marketing lies in creating high-quality, engaging content that educates, entertains, and inspires your audience. Interactive content, such as quizzes and polls, as well as immersive experiences like VR and AR, will drive user engagement.

Moreover, with the rise of AI, content personalization will become increasingly important for delivering tailored experiences.

Now, the burning question: How can businesses decide where to focus their efforts and budgets?

First off, it's essential to understand that each of these digital marketing channels serves a distinct purpose and can complement one another when integrated effectively. Here's a breakdown to help businesses make informed decisions:

Assess Your Goals:

Start by clarifying your objectives. Are you looking to increase brand awareness, drive sales, or boost website traffic?

Different goals may require different strategies. For instance, if you're aiming for immediate results and have the budget for it, PPC can deliver quick wins.

On the other hand, if your goal is to establish long-term authority and build a loyal audience, content marketing may be the way to go.

Know Your Audience:

Understanding your target audience is paramount. Conduct market research to identify their preferences, pain points, and behaviour patterns.

This insight will guide your approach across all channels, from keyword targeting in SEO to audience segmentation in PPC campaigns. Remember, relevance is key to capturing attention and driving conversions.

Evaluate Budget and Resources:

Budget constraints can influence your marketing mix. PPC campaigns typically require upfront investment, as you're paying for each click or impression.

In contrast, content marketing may involve lower immediate costs but demands ongoing investment in creating quality content.

Consider your budget allocation carefully, balancing short-term gains with long-term sustainability.

Track and Analyse Performance:

Data-driven decision-making is crucial in today's digital landscape. Implement robust analytics tools to track the performance of your campaigns across all channels.

Monitor key metrics such as click-through rates, conversion rates, and ROI. By analyzing the data, you can identify what's working well and where adjustments are needed, optimizing your marketing efforts for maximum impact.

Embrace an Integrated Approach:

Rather than viewing SEO, PPC, paid ads, and content marketing as isolated silos, strive for synergy by integrating them into a cohesive strategy. For example, use PPC data to inform your SEO keyword targeting and leverage content assets to enhance your ad creatives. By aligning your efforts and messaging across channels, you create a unified brand experience that resonates with your audience.

In conclusion, the future of digital marketing is bright and brimming with opportunities. Whether you're delving into SEO, PPC, paid ads, or content marketing, the key lies in staying agile, data-driven, and audience-centric.

By understanding your goals, knowing your audience, and leveraging the right mix of channels, you can navigate the digital landscape with confidence and drive sustainable growth for your business.

Keep innovating, keep optimizing, and remember: The journey is just as exhilarating as the destination. Here's to conquering the digital frontier together!

Dari Gladson is the SEO manager at SimonZaku.Com and SimonWrites Agency. Dari has an in-depth knowledge in SEO, Paid Ads, and Content and has been doing so for our SEO clients over at SimonWrites Agency.

FAQ: SEO vs PPC vs Content in 2024

What is the major difference between SEO and PPC?

The major difference between SEO and PPC is that SEO is long term and once your traffic starts coming in, it becomes almost automatic for your business. PPC yields immediate results from your paid campaigns. The moment you stop paying for advertisement, you stop getting traffic.

SEO is a long term game and it requires you to invest your time, effort, and keep that ongoing commitment to your website in order to increase traffic and organic clicks.

As a small business, which is best for a small business, SEO or PPC?

Pay per click or PPC offers fast results and precise results (customers) for your business. And on the other hand, search engine optimization (SEO) does not offer immediate results. Search engines need to crawl individual web pages which takes time.

You need a lot of pages on your website (or blog posts) on your website to rank on search engines organically without paying for ads.

With pay per click, the moment you stop paying for advertisements, your PPC traffic comes to complete zero.

With search engine optimization, once you put in the initial work, you can reap rewards for a very long time.

One important question again is how do I combine SEO and PPC?

That's a very great question because businesses can actually leverage both SEO and PPC. How?

Here is an example...

You can create a landing page and write content for it, optimize it for search engines (SEO, SEM) and also run PPC (paid traffic) campaigns to that very landing page.

So you're doing two things:

  1. Paying for traffic (PPC),

  2. SEO.

You can send in paid traffic to the page and also get it to rank in the long run by optimizing the landing page with target keywords and build quality backlinks.

According to a report, your website is 43% more likely to increase organic traffic after getting my extensive SEO Audit for free. Apply for a free SEO Audit from me by filling this form.

Have a productive day :)

I mean SEO vs PPC vs Content Marketing in 2024. Which is better?
I mean SEO vs PPC vs Content Marketing in 2024. Which is better?

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