There are only two fundamental entry points for dissemination: node-based entry and network-based entry.
1.
To enter through nodes, you must first find individuals interested in the content to be disseminated, help them become better, and through their recommendation reach another individual, whom you then help become better in turn.
To enter through networks, you must first find networks that already gather many individuals interested in the content to be disseminated, satisfy the network’s requirements, and through the network’s recommendation reach the individuals within it.
2.
Node-based entry is a strategy that moves from point to surface—more precise, but slower. Nodes carry greater individuality, so gaining their recommendation requires a different strategy for each. Yet the connections established this way are more stable than those made through networks.
Network-based entry is a strategy that moves from surface to point—its precision depends on the network’s capacity, and its efficiency is high. The individuality of nodes is managed by the network; the disseminator need only pay the cost the network demands.
3.
Common forms of node-based dissemination: private-domain traffic, word-of-mouth, key opinion leaders (KOLs), key opinion consumers (KOCs).
Common forms of network-based dissemination: all forms of advertising, all vertical platforms.