1. A day in the life of a Strategic Product Manager will find you in one or multiple areas of the following steps:
Business
Assessment
•Current
landscape
•Content audit
•Assessment of
revenue
streams vs.
expenditures
•Challenges
•Goals
•Targets
•Budget &
resources
Research &
Analysis
•Competitive
analysis
•Consumer data
(what are our
customers
saying)
•Audience data
analysis (what is
the data saying)
•Keyword
research &
analysis
Strategy &
Planning
•Revenue
pipelines & CTA
•Revenue&
traffic
forecasting
•Content
strategy+ social
media
•Site map
•Conceptual
mocks
•Meta data
•Buisiness
requirements
•Executive
signoff
•Creative brief
•Technicalbrief
Content
Creation
•Multi-channel
persona
development
(print/web/
phone/tablet)
•Copywriting
•Content
optimization
•Messages
•Editorial
calendar
Structure
•User cases
•Devices
•Wireframes
•Navigation
•User interface
(UI)
•Display ad
requirements&
ad operations
brief
•CMS (content
management
system)
Website Design
•Design concepts
•Approval
process from
stakeholder(s)
•Page layouts
•Branding (if
required)
Website Build
•Coding
•CMS integration
•Validation
•Content
population
•Multi-platform
testing
•Code push to
QA for
additional
testing
•Analytics setup
and comScore
entry (if
required)
•Launch!
•A/B Testing
•Dashboards
Marketing &
Social Media
•SEO monitoring
& improvement
•Display and
audience
targeting
•SEM
•Content
promotion &
distribution
•Multi-channel
marketing:
print, web,
mobile, social
•Social Meida
posting (to
accounts
definedin
planning stage)
•Press releases
Support & Post
Launch
•Support
•Training
•Maintenance
•Measure results
•Post launch
executive
summary
Kim MacFarlane, Product Manager | @KimMacfarlane_