1. Gather Background
1.1. Research Company
1.1.1. History
1.1.2. Current Traffic/Conversions
1.1.3. Current Problem/Need
1.2. Learn Industry
1.2.1. State of the Industry
1.2.2. Market Problems
1.2.3. Market Opportunities
2. Define Goals
2.1. Goal #1
2.2. Goal #2
2.3. Goal #3
3. Define Buyer Personas
3.1. Persona #1
3.1.1. Demographics
3.1.1.1. Name/Title/Years in Business
3.1.1.2. Company Name/Size
3.1.1.3. Age/Education
3.1.1.4. Professional Affiliations/Associations
3.1.1.5. Career Goals
3.1.1.6. Hobbies/Free Time
3.1.2. Define Persona Problem/Pain Points
3.1.3. Buyer Preferences
3.1.4. Buying Process
3.2. Persona #2
3.3. Persona #3
3.4. Negative Persona #1
4. Competitive Analysis
4.1. Competitor List
4.2. Distinctive Competence
4.3. SWOT Analysis
4.3.1. Strength/Weakness/Opportunity/Threat
5. Internal Audit
5.1. Capabilities and Resources
5.2. Site Access/ Analytics/Social Media Accounts
5.3. Content Audit
5.4. SEO Audit
5.5. Social Media Audit
6. Positioning/Messaging
6.1. Persona #1 Messaging
6.1.1. Create specific messaging guidelines that will resonate most with our Personas and their Problems/Pain Points/Perceptions.
6.2. Persona #2 Messaging
6.3. Persona #3 Messaging
7. Create Offers for Every Stage of the Buyers Journey
7.1. Persona #1
7.1.1. Awareness
7.1.2. Consideration
7.1.3. Decision
7.2. Persona #2
7.2.1. Awareness
7.2.2. Consideration
7.2.3. Decision
7.3. Persona #3
7.3.1. Awareness
7.3.2. Consideration
7.3.3. Decision
8. Distribution/Channels
8.1. Social Media Sharing
8.1.1. Tier 1
8.1.1.1. Facebook
8.1.1.2. Twitter
8.1.1.3. LinkedIn
8.1.1.4. Google Plus
8.1.1.5. Pinterest
8.1.1.6. Instagram
8.1.1.7. YouTube
8.2. Commenting on Industry blogs
8.3. Seek and assist
8.3.1. Relevant Industry Online Forums
8.3.2. LinkedIn
8.3.3. Quora
8.4. Adwords/Retargeting for specific searches
8.5. Advertising on Relevant Sites
8.6. Speaking at Events
8.7. HARO - Sign up for Help a Reporter Out
8.8. Press Releases - PR newswire and PR Web
8.9. Press Releases to Industry Sites and Mags
8.10. Follow Writers/Influencers and Develop Relationships
8.11. BackLink Strategy for Industry Sites
8.12. Direct Email Newsletter
8.12.1. List of topics from Persona Research, Adwords Analytics
8.13. Webinars promoted through Social, Email List
8.13.1. List of topics from Persona Research, Adwords Analytics
8.14. Influencer Sponsorship
8.14.1. Influencer List from Persona Research, Media Databases, Internet Search
8.14.2. Reviews on Industry Sites? Stories with Quotes/Research?
8.15. Events/Conferences
8.15.1. Guest Speaker at Industry Conferences regarding Persona Pain Points/Problems
8.16. Earned Media (Press Release for Media Pickup)
8.16.1. Create Relevant Media List from persona research/ media databases/blog searches
8.17. Digital Ads
8.17.1. Google Adwords/Remarketing - Adwords/FB/Linked-In - Industry Sites
8.18. On-Line Forums
8.18.1. Commenting/Influencer Relationship
8.19. Landing Pages
8.19.1. for each problem - include solution
8.20. E-Book
8.20.1. Compiled from our own blog posts, research, stories, customer testimonials
8.21. Videos
8.21.1. YouTube Video "- Repurpose blogs"
8.21.2. On Site - Client testimonials
8.21.3. On Influencer Site - Video Journalism with quotes
8.22. Print Ads? (possible)
8.23. Podcast/YouTube Program Sponsorship - Sponsor Shows/Sponsor Online Content Creators
9. SEO
9.1. Keyword & Topic Research
9.1.1. Google Analytics
9.1.2. Google Trends
9.1.3. SpyFu
9.1.4. SEMrush
9.1.5. Moz
9.1.6. Moz Local
9.1.7. KeywordDiscovery.com
9.1.8. Keyword Planner
9.1.9. Raven
9.1.10. Ubersuggest
9.1.11. AnswerThePublic.com
9.1.12. TrackMaven
9.1.13. Rank Ranger
9.1.14. Ahrefs
9.1.15. WhiteSpark
9.1.16. BrightLocal
9.2. Site Optimization
9.2.1. Google Search Console
9.2.2. Screaming Frog
9.2.3. Google Page Insights
9.2.4. SEMrush
10. Create Editorial Calendar
10.1. ALSO - Create Content Toolkit
10.1.1. Repository of top keywords & phrases
10.1.2. Image Repository
10.1.3. Personas
11. Create Content
11.1. Content Types
11.1.1. Blog Posts
11.1.1.1. How to's
11.1.1.2. Lists
11.1.1.3. Resources/Links
11.1.1.4. Cheat Sheets/Checklists
11.1.1.5. Reviews
11.1.1.6. Interviews
11.1.1.7. Guest Posts
11.1.1.8. Series
11.1.1.9. Curated Posts
11.1.1.10. Thought Leadership
11.1.1.11. Feature Story
11.1.1.12. FAQs
11.1.1.13. News Jacking
11.1.2. Web/Landing Pages
11.1.3. PDF
11.1.4. Video
11.1.5. PPT
11.1.6. Webinar
11.1.7. Podcast
11.1.8. Email
11.1.9. Infographics
11.1.10. SM status updates
11.1.11. Press Releases
11.1.12. Customer Stories
11.1.13. Case Studies
11.1.14. White Papers
11.1.15. Testimonials
12. Promote Content
12.1. as per Distribution
13. Analyze Results
13.1. SM Engagement
13.1.1. Comments
13.1.2. Likes
13.1.3. Retweets
13.1.4. Shares
13.1.5. +1's
13.2. SEO
13.2.1. BackLinks
13.2.2. Rankings
13.2.3. Domain Authority
13.3. Traffic
13.3.1. Unique Visitors
13.3.2. Page Views
13.3.3. Usability
13.3.3.1. Bounce rate
13.3.3.2. Time on Site
13.3.3.3. Pages / visit