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Probably didn't need DCF model to figure this out, but "content marketing" is completely pointless unless you assume spiky future traffic
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In your DCF model, if you assume something like exponential fall-off in impressions of a particular piece, it's NPV~=yield in 1st mo or so
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...In non-math terms, write stuff that will endure >3y, and can reasonably expect earthquakes of diminishing magnitude/freq over that period
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