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The first step in any project undertaking is to develop a Strategic Marketing Plan. It begins with setting realistic goals for website traffic and lead generation, and it outlines key performance indicators that will be measured throughout the engagement to monitor whether or not we are reaching our set goals. Analyses on buyer personas, competition and SWOT are completed in the marketing planning process which help drive the keyword and content strategies. Finally, a content plan outlines a publishing schedule for all content to be developed and distributed throughout the engagement.