1. Define Goals
1.1. Goal #1
1.2. Goal #2
1.3. Goal #3
2. Define Buyer Personas
2.1. Persona #1
2.1.1. Demographics
2.1.1.1. Name/Title/Years in Business
2.1.1.2. Company Name/Size
2.1.1.3. Age/Education
2.1.1.4. Professional Affiliations/Associations
2.1.1.5. Career Goals
2.1.1.6. Hobbies/Free Time
2.1.2. Define Persona Problem/Pain Points
2.1.3. Buyer Preferences
2.1.4. Buying Process
2.2. Persona #2
2.3. Persona #3
2.4. Negative Persona #1
3. Competitive Analysis
3.1. Competitor List
3.2. Distinctive Competence
3.3. SWOT Analysis
3.3.1. Strength/Weakness/Opportunity/Threat
4. Gather Background
4.1. Research Company
4.1.1. History
4.1.2. Current Traffic/Conversions
4.1.3. Current Problem/Need
4.2. Learn Industry
4.2.1. State of the Industry
4.2.2. Market Problems
4.2.3. Market Opportunities
5. Positioning/Messaging
5.1. Persona #1 Messaging
5.1.1. Create specific messaging guidelines that will resonate most with our Personas and their Problems/Pain Points/Perceptions.
5.2. Persona #2 Messaging
5.3. Persona #3 Messaging
6. Distribution/Channels
6.1. Social Media Sharing
6.1.1. Tier 1
6.1.1.1. Facebook
6.1.1.2. Twitter
6.1.1.3. LinkedIn
6.1.1.4. Google Plus
6.1.1.5. Pinterest
6.1.1.6. Instagram
6.1.1.7. YouTube
6.2. Commenting on Industry blogs
6.3. Seek and assist
6.3.1. Relevant Industry Online Forums
6.3.2. LinkedIn
6.3.3. Quora
6.4. Adwords/Retargeting for specific searches
6.5. Advertising on Relevant Sites
6.6. Speaking at Events
6.7. HARO - Sign up for Help a Reporter Out
6.8. Press Releases - PR newswire and PR Web
6.9. Press Releases to Industry Sites and Mags
6.10. Follow Writers/Influencers and Develop Relationships
6.11. BackLink Strategy for Industry Sites
6.12. Direct Email Newsletter
6.12.1. List of topics from Persona Research, Adwords Analytics
6.13. Webinars promoted through Social, Email List
6.13.1. List of topics from Persona Research, Adwords Analytics
6.14. Influencer Sponsorship
6.14.1. Influencer List from Persona Research, Media Databases, Internet Search
6.14.2. Reviews on Industry Sites? Stories with Quotes/Research?
6.15. Events/Conferences
6.15.1. Guest Speaker at Industry Conferences regarding Persona Pain Points/Problems
6.16. Earned Media (Press Release for Media Pickup)
6.16.1. Create Relevant Media List from persona research/ media databases/blog searches
6.17. Digital Ads
6.17.1. Google Adwords/Remarketing - Adwords/FB/Linked-In - Industry Sites
6.18. On-Line Forums
6.18.1. Commenting/Influencer Relationship
6.19. Landing Pages
6.19.1. for each problem - include solution
6.20. E-Book
6.20.1. Compiled from our own blog posts, research, stories, customer testimonials
6.21. Videos
6.21.1. YouTube Video "- Repurpose blogs"
6.21.2. On Site - Client testimonials
6.21.3. On Influencer Site - Video Journalism with quotes
6.22. Print Ads? (possible)
6.23. Podcast/YouTube Program Sponsorship - Sponsor Shows/Sponsor Online Content Creators
7. Internal Audit
7.1. Capabilities and Resources
7.2. Site Access/ Analytics/Social Media Accounts
7.3. Content Audit
7.4. SEO Audit
7.5. Social Media Audit
8. Create Editorial Calendar
8.1. ALSO - Create Content Toolkit
8.1.1. Repository of top keywords & phrases
8.1.2. Image Repository
8.1.3. Personas
9. Create Content
9.1. Content Types
9.1.1. Blog Posts
9.1.1.1. How to's
9.1.1.2. Lists
9.1.1.3. Resources/Links
9.1.1.4. Cheat Sheets/Checklists
9.1.1.5. Reviews
9.1.1.6. Interviews
9.1.1.7. Guest Posts
9.1.1.8. Series
9.1.1.9. Curated Posts
9.1.1.10. Thought Leadership
9.1.1.11. Feature Story
9.1.1.12. FAQs
9.1.1.13. News Jacking
9.1.2. Web/Landing Pages
9.1.3. PDF
9.1.4. Video
9.1.5. PPT
9.1.6. Webinar
9.1.7. Podcast
9.1.8. Email
9.1.9. Infographics
9.1.10. SM status updates
9.1.11. Press Releases
9.1.12. Customer Stories
9.1.13. Case Studies
9.1.14. White Papers
9.1.15. Testimonials
10. Promote Content
10.1. as per Distribution
11. Analyze Results
11.1. SM Engagement
11.1.1. Comments
11.1.2. Likes
11.1.3. Retweets
11.1.4. Shares
11.1.5. +1's
11.2. SEO
11.2.1. BackLinks
11.2.2. Rankings
11.2.3. Domain Authority
11.3. Traffic
11.3.1. Unique Visitors
11.3.2. Page Views
11.3.3. Usability
11.3.3.1. Bounce rate
11.3.3.2. Time on Site
11.3.3.3. Pages / visit
11.4. Conversion Ratio
11.5. MOST IMPORTANTLY - Users signing up with Landing Page Forms and Converting!
11.6. Analyze what has worked and REPEAT!
12. Create Offers for Every Stage of the Buyers Journey
12.1. Persona #1
12.1.1. Awareness
12.1.2. Consideration
12.1.3. Decision
12.2. Persona #2
12.2.1. Awareness
12.2.2. Consideration
12.2.3. Decision
12.3. Persona #3
12.3.1. Awareness
12.3.2. Consideration
12.3.3. Decision
13. SEO
13.1. Keyword & Topic Research
13.1.1. Google Analytics
13.1.2. Google Trends
13.1.3. SpyFu
13.1.4. SEMrush
13.1.5. Moz
13.1.6. Moz Local
13.1.7. KeywordDiscovery.com
13.1.8. Keyword Planner
13.1.9. Raven
13.1.10. Ubersuggest
13.1.11. AnswerThePublic.com
13.1.12. TrackMaven
13.1.13. Rank Ranger
13.1.14. Ahrefs
13.1.15. WhiteSpark
13.1.16. BrightLocal
13.2. Site Optimization
13.2.1. Google Search Console
13.2.2. Screaming Frog
13.2.3. Google Page Insights
13.2.4. SEMrush