Content Marketing Checklist
Strategy and Planning
Export sessions, conversion rate, and assisted-conversion data from GA4 (Acquisition > Traffic acquisition, segmented by organic / email / social). Pull Klaviyo flow and campaign revenue for the same window. Note which content pieces drove sessions that converted, not just sessions.
Filter for KD < 30, search volume > 200, and commercial / informational intent that maps to PDPs or collection pages. Avoid pure transactional terms already saturated by Amazon — focus on top-of-funnel buyer questions.
Map each piece to a launch date, channel mix (blog, email, IG, TikTok, Pinterest), and product / collection it supports. Include UGC and influencer drops alongside owned content so paid teams can plan whitelisting windows.
Content Production
Each brief includes primary keyword, secondary keywords, target word count, internal links to PDP / collection, and the 3 top-ranking SERP competitors. Include schema requirements (Product, FAQ, HowTo) for the dev handoff.
Use Soona or in-house studio for hero shots; brief Insense / Billo / GRIN creators for UGC in 9:16 for Reels, TikTok, and Meta placement. Capture lifestyle, unboxing, and demo angles per piece — paid teams burn through creative fast.
Run copy through the voice guide and a Grammarly / Hemingway pass. Flag any unsubstantiated health, performance, or comparative claims for legal review — FTC has stepped up enforcement on cosmetics and supplement claims.
Link to the relevant PDP and collection at least twice in the body. Apply Product, FAQ, or Article schema via the theme or a Shopify app (Schema App, JSON-LD for SEO). Validate in Google's Rich Results Test before publish.
Distribution and Launch
Publish on the live theme, confirm canonical and Open Graph tags, then submit the URL via Google Search Console > URL Inspection > Request Indexing. Re-submit the sitemap if new collection pages were added.
Send to the 90-day engaged segment first to protect deliverability — full list sends after open rate confirms inbox placement. Suppress unengaged 180+ day non-openers to keep sender reputation clean.
Promotional and product launches get paid amplification — evergreen SEO does not. Use Spark Ads / Partnership Ads with creator handles whitelisted; new creative goes into existing winning ad sets to inherit learning, not fresh CBOs.
Send Refersion / Impact / GRIN partners the asset pack and required #ad / "paid partnership" disclosure language per FTC Endorsement Guides. Contract-required disclosure protects the brand from FTC enforcement on the partner's posts.
Performance Review
Compare blended MER and channel ROAS against the targets locked at month start. iOS attribution gaps mean Meta-reported ROAS will overstate; Triple Whale / Northbeam post-iOS modeling is closer to truth for blended decisions.
Run when MER misses target. Check creative-level CTR and thumb-stop rate in Meta Ads Manager — sub-1% CTR usually means hook problem, not audience problem. Compare to last month's winners and pause anything below 0.6x account average.
Maintenance and Optimization
Pull Search Console pages with declining impressions but still ranking on page 1-2. Update statistics, refresh internal links to current PDPs, and re-shoot any broken or outdated product imagery. Republish with updated date metadata.
Run Screaming Frog or Ahrefs Site Audit. Set 301 redirects in Shopify for any retired SKU URLs that still have inbound links — losing equity to 404s after a SKU sunset is the most common SEO leak on Shopify stores.