# Digital Marketing and Content Strategy - Processes Backlog

This document contains the Phase 2 processes backlog for the Digital Marketing and Content Strategy specialization. Each process represents a key workflow that can be automated or orchestrated through the babysitter system.

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## Process Categories

1. **Paid Advertising** - PPC, programmatic, and paid social campaign management
2. **Social Media** - Strategy, content, and community management
3. **Content Marketing** - Editorial planning, production, and distribution
4. **Influencer Marketing** - Creator partnerships and campaign execution
5. **SEO/SEM** - Search optimization and organic growth
6. **Marketing Automation** - Email, workflows, and lead nurturing
7. **Analytics and Measurement** - Tracking, attribution, and reporting

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## Processes Backlog

### 1. PPC Campaign Setup and Launch

**Category**: Paid Advertising

**Description**: End-to-end process for setting up and launching paid search campaigns on Google Ads and Microsoft Advertising, including account structure design, keyword research, ad copy creation, bidding strategy configuration, and conversion tracking implementation.

**Key Steps**:
- Define campaign objectives and KPIs
- Conduct keyword research and competitive analysis
- Design campaign and ad group structure
- Write ad copy variations (responsive search ads)
- Configure bidding strategies and budget allocation
- Set up audience targeting and remarketing lists
- Implement conversion tracking and goals
- QA campaign settings and launch
- Monitor initial performance and make adjustments

**Inputs**: Campaign brief, budget, target audience, landing pages, conversion goals

**Outputs**: Configured campaigns, keyword lists, ad copy assets, tracking documentation, launch checklist

**Tools**: Google Ads, Microsoft Advertising, Google Keyword Planner, Semrush/Ahrefs, Google Tag Manager

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### 2. Meta Ads Campaign Management

**Category**: Paid Advertising

**Description**: Process for creating, managing, and optimizing advertising campaigns on Meta platforms (Facebook, Instagram, Audience Network), including audience building, creative development, Advantage+ configuration, and Conversions API setup.

**Key Steps**:
- Define campaign objectives (awareness, consideration, conversion)
- Build Custom and Lookalike audiences
- Develop creative assets (images, videos, carousels)
- Configure campaign structure and placements
- Set up Conversions API for server-side tracking
- Implement A/B testing for creative and audiences
- Monitor delivery and optimize performance
- Analyze results and scale winning combinations

**Inputs**: Campaign brief, audience data, creative assets, pixel/CAPI configuration

**Outputs**: Configured campaigns, audience segments, creative library, performance reports

**Tools**: Meta Ads Manager, Meta Business Suite, Conversions API, Creative Hub

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### 3. Programmatic Display Campaign Execution

**Category**: Paid Advertising

**Description**: Process for planning and executing programmatic display advertising campaigns through demand-side platforms (DSPs), including inventory strategy, audience targeting, brand safety configuration, and performance optimization.

**Key Steps**:
- Develop programmatic strategy and goals
- Select DSP platform and inventory sources
- Build audience segments (first-party, third-party data)
- Design display creative in multiple formats
- Configure brand safety and viewability settings
- Set up fraud prevention measures
- Launch campaign with appropriate frequency caps
- Optimize based on placement and audience performance
- Measure incrementality and attribution

**Inputs**: Strategy brief, audience data, creative assets, brand safety requirements

**Outputs**: DSP campaign configuration, audience definitions, performance dashboards, optimization reports

**Tools**: DV360, The Trade Desk, Amazon DSP, DoubleVerify, IAS

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### 4. Social Media Strategy Development

**Category**: Social Media

**Description**: Comprehensive process for developing a social media strategy across platforms, including audit, audience research, platform prioritization, content pillars, and measurement framework definition.

**Key Steps**:
- Conduct social media audit (current presence, performance)
- Perform competitive analysis
- Define target audience personas and platform preferences
- Select priority platforms based on objectives
- Establish content pillars and themes
- Define brand voice and visual guidelines
- Create content calendar framework
- Develop community engagement protocols
- Establish KPIs and measurement approach

**Inputs**: Business objectives, brand guidelines, competitive landscape, audience research

**Outputs**: Social media strategy document, platform priorities, content pillar framework, measurement plan

**Tools**: Sprout Social, Brandwatch, native platform analytics, competitive analysis tools

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### 5. Social Content Calendar Management

**Category**: Social Media

**Description**: Ongoing process for planning, creating, scheduling, and managing social media content across platforms, ensuring consistent brand presence and engagement.

**Key Steps**:
- Plan monthly/weekly content themes
- Ideate content aligned with pillars and campaigns
- Create content (copy, images, videos)
- Review and approve content
- Schedule posts across platforms
- Monitor publishing and engagement
- Respond to comments and messages
- Track real-time opportunities
- Analyze content performance

**Inputs**: Content strategy, brand assets, campaign calendar, trending topics

**Outputs**: Scheduled content, published posts, engagement reports, content performance analysis

**Tools**: Hootsuite, Buffer, Later, Canva, native scheduling tools

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### 6. Social Listening and Brand Monitoring

**Category**: Social Media

**Description**: Process for monitoring brand mentions, industry conversations, and audience sentiment across social platforms and the web, enabling proactive engagement and crisis management.

**Key Steps**:
- Configure monitoring queries (brand, competitors, industry)
- Set up alerts for critical mentions
- Monitor brand mentions and sentiment
- Track competitor activities
- Identify trending topics and conversations
- Analyze sentiment patterns
- Generate insights and recommendations
- Escalate potential crisis situations
- Report on brand health metrics

**Inputs**: Brand keywords, competitor list, industry topics, alert thresholds

**Outputs**: Monitoring dashboards, sentiment reports, competitive intelligence, crisis alerts

**Tools**: Brandwatch, Sprout Social, Mention, Google Alerts, Talkwalker

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### 7. Content Marketing Strategy and Editorial Planning

**Category**: Content Marketing

**Description**: Process for developing a comprehensive content marketing strategy aligned with business objectives, including content audit, topic cluster development, editorial calendar creation, and distribution planning.

**Key Steps**:
- Audit existing content assets and performance
- Define buyer personas and content journey mapping
- Conduct keyword and topic research
- Develop content pillars and topic clusters
- Create editorial calendar (quarterly/monthly)
- Define content formats and production requirements
- Plan distribution and amplification strategy
- Establish content governance and workflows
- Set up content performance measurement

**Inputs**: Business objectives, SEO data, audience research, competitive content analysis

**Outputs**: Content strategy document, topic cluster map, editorial calendar, content brief templates

**Tools**: Ahrefs, Semrush, Clearscope, Asana/Monday, Google Analytics

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### 8. Blog Content Production Workflow

**Category**: Content Marketing

**Description**: End-to-end process for producing blog content from ideation to publication, including research, writing, editing, SEO optimization, and publishing.

**Key Steps**:
- Generate content brief from editorial calendar
- Conduct topic research and outline creation
- Write first draft
- SEO optimize content (keywords, structure, metadata)
- Edit and proofread
- Source/create visuals and multimedia
- Internal stakeholder review
- Final QA and formatting
- Publish and submit for indexing
- Monitor initial performance

**Inputs**: Content brief, keyword targets, brand guidelines, visual assets

**Outputs**: Published blog post, optimized metadata, visual assets, performance baseline

**Tools**: WordPress/CMS, Clearscope/Surfer SEO, Grammarly, Canva, Google Search Console

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### 9. Video Content Production Management

**Category**: Content Marketing

**Description**: Process for planning, producing, and distributing video content across platforms including YouTube, social media, and website, from concept through post-production and publishing.

**Key Steps**:
- Develop video concept and script
- Plan production requirements (talent, location, equipment)
- Coordinate pre-production logistics
- Manage filming/recording
- Oversee post-production editing
- Create thumbnails and cover images
- Write titles, descriptions, and tags (SEO)
- Schedule and publish across platforms
- Promote and amplify video content
- Analyze viewership and engagement

**Inputs**: Video brief, script, production resources, distribution plan

**Outputs**: Final video assets, thumbnails, metadata, publishing documentation, performance reports

**Tools**: YouTube Studio, Adobe Premiere/Final Cut, Canva, TubeBuddy, vidIQ

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### 10. Influencer Campaign Planning and Execution

**Category**: Influencer Marketing

**Description**: End-to-end process for planning and executing influencer marketing campaigns, from strategy development through influencer selection, content creation, and performance measurement.

**Key Steps**:
- Define campaign objectives and KPIs
- Establish budget and timeline
- Identify target influencer criteria
- Research and shortlist potential influencers
- Vet influencers (audience quality, brand fit, safety)
- Conduct outreach and negotiate terms
- Develop creative brief and guidelines
- Onboard influencers and provide materials
- Review and approve content
- Coordinate publishing schedule
- Monitor campaign performance
- Analyze results and calculate ROI

**Inputs**: Campaign brief, budget, brand guidelines, target audience definition

**Outputs**: Influencer shortlist, contracts, creative briefs, content approvals, campaign performance report

**Tools**: CreatorIQ, Traackr, AspireIQ, Grin, tracking/affiliate platforms

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### 11. Influencer Relationship Management

**Category**: Influencer Marketing

**Description**: Ongoing process for building and nurturing long-term relationships with influencers and brand ambassadors, ensuring sustained partnerships and authentic advocacy.

**Key Steps**:
- Maintain influencer database and profiles
- Track partnership history and performance
- Communicate regularly with partners
- Share brand updates and opportunities
- Facilitate product seeding and gifting
- Recognize and reward top performers
- Gather feedback and insights
- Plan ambassador program activities
- Monitor compliance and disclosure
- Evaluate partnership renewals

**Inputs**: Influencer database, partnership history, brand updates, product information

**Outputs**: Updated influencer profiles, communication logs, ambassador program documentation, renewal recommendations

**Tools**: CRM, influencer platforms, communication tools, gifting platforms

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### 12. Technical SEO Audit and Implementation

**Category**: SEO/SEM

**Description**: Process for conducting comprehensive technical SEO audits and implementing improvements to enhance crawlability, indexability, and site performance.

**Key Steps**:
- Crawl website to identify technical issues
- Analyze site architecture and URL structure
- Assess Core Web Vitals and page speed
- Review mobile-friendliness and responsive design
- Check robots.txt and XML sitemaps
- Audit indexation status and coverage
- Validate structured data and schema markup
- Identify and fix duplicate content issues
- Prioritize issues by impact and effort
- Implement fixes with development team
- Monitor improvements and track progress

**Inputs**: Website access, crawling tools, Google Search Console data

**Outputs**: Technical SEO audit report, prioritized issue list, implementation roadmap, progress tracking

**Tools**: Screaming Frog, Sitebulb, Google Search Console, PageSpeed Insights, Chrome DevTools

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### 13. Keyword Research and SEO Content Strategy

**Category**: SEO/SEM

**Description**: Process for conducting comprehensive keyword research and developing an SEO content strategy to capture organic search opportunities and build topical authority.

**Key Steps**:
- Define seed keywords and topics
- Conduct keyword research and expansion
- Analyze search intent and SERP features
- Assess keyword difficulty and opportunity
- Perform competitive gap analysis
- Map keywords to existing content
- Identify content gaps and opportunities
- Develop topic cluster strategy
- Prioritize keywords by business value
- Create content briefs for priority topics
- Track ranking progress

**Inputs**: Business priorities, seed keywords, competitive landscape

**Outputs**: Keyword research database, content gap analysis, topic cluster map, prioritized content roadmap

**Tools**: Ahrefs, Semrush, Moz, Google Keyword Planner, Clearscope

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### 14. Link Building Campaign Management

**Category**: SEO/SEM

**Description**: Process for developing and executing link building campaigns to improve domain authority and search rankings through high-quality backlink acquisition.

**Key Steps**:
- Analyze current backlink profile
- Conduct competitive link analysis
- Identify link building opportunities
- Develop linkable content assets
- Create outreach target lists
- Draft personalized outreach templates
- Execute outreach campaigns
- Follow up with prospects
- Track acquired links
- Disavow toxic backlinks
- Report on link acquisition metrics

**Inputs**: Backlink data, competitive analysis, content assets, outreach targets

**Outputs**: Outreach campaign documentation, link acquisition reports, disavow file, authority metrics tracking

**Tools**: Ahrefs, Semrush, BuzzStream, Hunter.io, Pitchbox

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### 15. Email Marketing Campaign Execution

**Category**: Marketing Automation

**Description**: Process for creating, testing, and deploying email marketing campaigns including newsletters, promotional emails, and triggered messages.

**Key Steps**:
- Define email campaign objectives
- Segment target audience
- Develop email content and copy
- Design email template
- Set up A/B test variations
- Configure personalization and dynamic content
- Test email rendering across clients
- Schedule or trigger send
- Monitor delivery and engagement
- Analyze performance metrics
- Document learnings and optimize

**Inputs**: Campaign brief, audience segments, content, design assets

**Outputs**: Email campaigns, test results, performance reports, optimization recommendations

**Tools**: HubSpot, Mailchimp, Klaviyo, Litmus, Email on Acid

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### 16. Marketing Automation Workflow Development

**Category**: Marketing Automation

**Description**: Process for designing, building, and optimizing automated marketing workflows and customer journeys to nurture leads and drive conversions at scale.

**Key Steps**:
- Map customer journey and touchpoints
- Identify automation opportunities
- Design workflow logic and triggers
- Define enrollment criteria and segments
- Create email and content assets
- Build workflow in automation platform
- Configure branching and conditions
- Set up goal tracking and exit criteria
- Test workflow end-to-end
- Launch and monitor performance
- Optimize based on results

**Inputs**: Customer journey map, automation platform, content assets, business rules

**Outputs**: Configured workflows, journey documentation, performance dashboards, optimization reports

**Tools**: HubSpot, Marketo, Salesforce Marketing Cloud, ActiveCampaign

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### 17. Lead Scoring and Qualification

**Category**: Marketing Automation

**Description**: Process for developing and implementing lead scoring models that qualify leads based on demographic fit and behavioral engagement, enabling sales prioritization.

**Key Steps**:
- Define ideal customer profile (ICP)
- Identify scoring attributes (demographic, firmographic)
- Define behavioral scoring criteria (engagement signals)
- Assign point values to attributes and behaviors
- Set scoring thresholds for MQL/SQL
- Configure scoring model in platform
- Implement negative scoring for disqualification
- Test scoring accuracy with historical data
- Launch and monitor scoring performance
- Align with sales on lead handoff
- Iterate based on feedback and conversion data

**Inputs**: ICP definition, CRM data, behavioral data, sales feedback

**Outputs**: Lead scoring model, scoring documentation, MQL criteria, sales alignment SLA

**Tools**: HubSpot, Marketo, Salesforce, CRM integration

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### 18. Landing Page Optimization

**Category**: Marketing Automation

**Description**: Process for creating, testing, and optimizing landing pages to maximize conversion rates for paid campaigns and lead generation initiatives.

**Key Steps**:
- Define landing page objectives and KPIs
- Develop page content and messaging
- Design page layout and visual hierarchy
- Build page in landing page platform
- Configure forms and lead capture
- Implement tracking and analytics
- Set up A/B test variations
- Launch page and drive traffic
- Analyze conversion performance
- Implement winning variations
- Continuously test and optimize

**Inputs**: Campaign brief, value proposition, design assets, tracking requirements

**Outputs**: Landing pages, A/B test documentation, conversion reports, optimization roadmap

**Tools**: Unbounce, Instapage, HubSpot, Optimizely, Google Analytics

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### 19. Digital Analytics Implementation

**Category**: Analytics and Measurement

**Description**: Process for implementing and maintaining digital analytics infrastructure including tracking, tagging, and data collection across digital properties.

**Key Steps**:
- Define measurement requirements
- Design tracking architecture
- Configure analytics platform (GA4)
- Implement tag management (GTM)
- Set up conversion and event tracking
- Configure enhanced measurement
- Implement cross-domain tracking
- Set up e-commerce tracking (if applicable)
- Validate data collection accuracy
- Document tracking implementation
- Maintain and update tracking

**Inputs**: Measurement plan, website/app access, tracking requirements

**Outputs**: Configured analytics, GTM container, tracking documentation, validation reports

**Tools**: Google Analytics 4, Google Tag Manager, Adobe Analytics, Amplitude

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### 20. Attribution and Measurement Framework

**Category**: Analytics and Measurement

**Description**: Process for developing and implementing attribution models and measurement frameworks to understand marketing effectiveness and inform budget allocation.

**Key Steps**:
- Define attribution requirements and questions
- Audit current tracking and data availability
- Select appropriate attribution models
- Configure platform-level attribution
- Implement cross-channel attribution solution
- Set up conversion lift studies
- Develop measurement framework documentation
- Create attribution dashboards
- Analyze attribution data
- Make budget recommendations
- Iterate on models based on learnings

**Inputs**: Business questions, tracking data, conversion data, channel spend

**Outputs**: Attribution models, measurement framework, dashboards, budget recommendations

**Tools**: Google Analytics 4, Meta Attribution, Google Ads Attribution, multi-touch attribution platforms

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### 21. Marketing Performance Dashboard Development

**Category**: Analytics and Measurement

**Description**: Process for developing and maintaining marketing performance dashboards that provide actionable insights to stakeholders across the organization.

**Key Steps**:
- Gather dashboard requirements from stakeholders
- Define KPIs and metrics to track
- Identify data sources and integrations
- Design dashboard layout and visualizations
- Build dashboards in BI platform
- Configure data refresh schedules
- Set up alerts and anomaly detection
- Test dashboard accuracy and performance
- Train stakeholders on dashboard usage
- Maintain and update dashboards
- Iterate based on feedback

**Inputs**: Stakeholder requirements, data sources, KPI definitions

**Outputs**: Marketing dashboards, documentation, training materials, alert configurations

**Tools**: Looker, Tableau, Power BI, Google Data Studio, Supermetrics

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### 22. A/B Testing and Experimentation

**Category**: Analytics and Measurement

**Description**: Process for designing, executing, and analyzing A/B tests and experiments to optimize marketing performance across channels and touchpoints.

**Key Steps**:
- Identify testing opportunities and hypotheses
- Prioritize tests based on impact and effort
- Design test structure and variations
- Calculate sample size requirements
- Configure test in experimentation platform
- QA test setup and tracking
- Launch test and monitor performance
- Analyze results for statistical significance
- Document findings and recommendations
- Implement winning variations
- Share learnings with team

**Inputs**: Testing hypotheses, historical data, sample size calculator

**Outputs**: Test documentation, results analysis, implementation recommendations, learnings database

**Tools**: Optimizely, VWO, Google Optimize, platform-native testing tools

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### 23. Competitive Intelligence and Market Analysis

**Category**: Analytics and Measurement

**Description**: Process for monitoring competitor marketing activities and analyzing market trends to inform strategic decisions and identify opportunities.

**Key Steps**:
- Define competitive set and monitoring scope
- Set up competitive tracking tools
- Monitor competitor paid advertising
- Track competitor content and SEO
- Analyze competitor social media
- Monitor industry trends and news
- Compile competitive intelligence reports
- Identify competitive gaps and opportunities
- Share insights with stakeholders
- Update competitive analysis regularly

**Inputs**: Competitor list, monitoring tools access, industry context

**Outputs**: Competitive intelligence reports, trend analysis, opportunity recommendations

**Tools**: Semrush, SimilarWeb, Ahrefs, SpyFu, Brandwatch, industry news sources

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## Implementation Priority

### High Priority (Immediate)
1. PPC Campaign Setup and Launch
2. Meta Ads Campaign Management
3. Content Marketing Strategy and Editorial Planning
4. Email Marketing Campaign Execution
5. Digital Analytics Implementation

### Medium Priority (Near-term)
6. Social Media Strategy Development
7. Technical SEO Audit and Implementation
8. Marketing Automation Workflow Development
9. Lead Scoring and Qualification
10. Marketing Performance Dashboard Development

### Standard Priority (Ongoing)
11. Social Content Calendar Management
12. Blog Content Production Workflow
13. Influencer Campaign Planning and Execution
14. Keyword Research and SEO Content Strategy
15. Landing Page Optimization

### Lower Priority (As Needed)
16. Programmatic Display Campaign Execution
17. Video Content Production Management
18. Influencer Relationship Management
19. Link Building Campaign Management
20. Social Listening and Brand Monitoring
21. Attribution and Measurement Framework
22. A/B Testing and Experimentation
23. Competitive Intelligence and Market Analysis

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## Dependencies and Integration Points

### Cross-Functional Dependencies
- **Sales**: Lead scoring, attribution, pipeline contribution
- **Product**: Product launches, feature marketing, user feedback
- **Customer Success**: Retention marketing, customer journey
- **Creative/Design**: Ad creative, content assets, brand guidelines
- **Engineering/IT**: Tracking implementation, integrations, technical SEO

### Platform Integrations
- CRM (Salesforce, HubSpot)
- Marketing automation platforms
- Analytics platforms (GA4, Adobe)
- Ad platforms (Google, Meta, LinkedIn)
- Social media management tools
- Content management systems
- Tag management systems

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## Success Metrics

Each process should track relevant KPIs including:

- **Paid Advertising**: ROAS, CPA, CTR, conversion rate, impression share
- **Social Media**: Engagement rate, reach, follower growth, share of voice
- **Content Marketing**: Traffic, time on page, conversions, keyword rankings
- **Influencer Marketing**: EMV, engagement rate, conversions, reach
- **SEO**: Organic traffic, keyword rankings, backlinks, Core Web Vitals
- **Marketing Automation**: Open rates, click rates, conversion rates, lead velocity
- **Analytics**: Data accuracy, dashboard adoption, insight actionability

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**Total Processes**: 23
**Categories**: 7
**Last Updated**: January 2026
