The document outlines a web strategy template for planning search engine optimization, social media marketing, content marketing, and buyer personas. It includes sections for mapping out backlinks, organic and paid search, social media channels, website sections, and metrics for purchases, enquiries, connections and downloads. Buyer personas are to be defined including problems solved, actions desired, proof of solutions, and keywords relevant to each persona. Content and tactics are distinguished as the "king" and "queen" of marketing strategy and planning.

1. Web Strategy GOOGLE
Search
Back Links Outcomes
Articles ⇢
SEO SEM PURCHASE
Organic Searches Google Adwords
Galleries ⇢ ⇢ Buy
⇢
⇢
Bloggers ⇢ ⇢ Donate
Directories ⇢ ⇢ Renew
Testimonials ⇢ ENQUIRE
Speaker Bios ⇢ WEBSITE ⇢ Contact Us Form
Microsites Mobile Site
Guest Blog Posts ⇢ ⇢ Questionnaires
⇢
Expert Articles For Industry Sites ⇢ ⇢ Apply Now
Industry Associations ⇢ CONNECT
Blog Directories ⇢ YouTube Facebook ⇢ Follow on Twitter
News Websites ⇢ Blog ⇢ Subscribe to Emails
News Releases ⇢ ⇢ ‘Like’ on Facebook
Affiliates ⇢ ⇢ Subscribe to Blog
Email
LinkedIn
Awards ⇢ Marketing
SOCIAL MEDIA & ⇢ Follow on LinkedIn
E-books ⇢ CONTENT
DOWNLOAD
Webinars ⇢
MARKETING
⇢ Free e-book
Podcasts ⇢ Flickr Google +
⇢ Podcast
⇢ ⇢ Report
⇢ ⇢ Free App
Mobile App Twitter
Google Alerts
04/2012 Version 5.3
Free Download at www.bluewiremedia.com.au/web-strategy-planning-template © 2012 by Bluewire Media and David Meerman Scott
Bluewire Media www.bluewiremedia.com.au 1300 258 394 (BLUEWIRE) @Bluewire_Media Copyright holder is licensing this under the Creative Commons License, Attribution 3.0.
David Meerman Scott www.davidmeermanscott.com www.webinknow.com @dmscott Please feel free to post this on your blog or email, tweet & share it with whomever.

2. Buyer Persona 1: 2:
Description
Who is this person?
Problems you solve for this buyer?
Why are they buying from you?
Actions you'd like them to take:
Purchase
Enquire
Connect
Download
How are you remarkable?
Proof
Guarantees, testimonials, press etc
Where are they?
Google, blogs, Facebook, Twitter etc
Who do they trust?
Content is King (Strategy)
What will you publish?
Keywords buyers type into Google.
Marketing is Queen (Tactics)
Blog, Twitter, YouTube, email, newsletter,
e-books, Facebook, podcasts etc
Things to do this week: No. of Purchases:
... this month: No. of Enquiries:
... this quarter: No. of Connections:
... this year: No. of Downloads:
01/2012 Version 4.3
Free Download at www.bluewiremedia.com.au/web-strategy-planning-template © 2012 by Bluewire Media and David Meerman Scott.
Bluewire Media www.bluewiremedia.com.au 1300 258 394 @Bluewire_Media Copyright holder is licensing this under the Creative Commons License, Attribution 3.0.
David Meerman Scott www.davidmeermanscott.com www.webinknow.com @dmscott Please feel free to post this on your blog or tweet, email & share it with whomever.