The Process - RootWord

METHODOLOGY

The Process.

My process is designed to turn your internal expertise into a full, multi-channel campaign — flagship content at the center, supported by blogs, LinkedIn posts, email sequences, landing pages, and sales enablement assets.

This approach ensures that every piece of content is strategically aligned, ready to deploy, and designed to build authority across your audience. Everything is built plug-and-play, ready to drop into your channels.

1. Kickoff call

Once we’re signed and ready, we’ll meet to define:

The flagship topic and supporting themes
Target audience and goals
Key voices or SMEs to feature
Channels for content deployment and campaign rollout

This ensures alignment on strategy, scope, and priorities before any work begins.

2. Interviews and research

I’ll interview 1–3 internal experts and dig into reputable, up-to-date sources—think PubMed studies, market data, or regulatory guidance. I may also bring in external SMEs if internal experts aren’t available.

The insights I gather during this phase will inform all campaign deliverables, not just the flagship asset.

3. Outline of flagship asset

You’ll receive a comprehensive outline showing the flagship asset and supporting content plan. We’ll schedule a call to confirm structure, tone, and deliverable sequence. The goal is to ensure alignment before drafting begins and all campaign elements are scoped correctly.

4. V1 + V2 drafts of flagship asset

Version 1 is typically strong thanks to our prep work. After your feedback, I deliver V2 for final approval—any tweaks are usually light and fast. During this time, I also coordinate with your in-house designer or enlist a trusted freelancer from my network of talented creatives.

5. Creation of supporting campaign assets

Once the flagship asset is complete, I turn my attention to supporting marketing collateral, which may include the following:

✓ Hub-and-spoke package of SEO- and GEO- optimized blog posts (one 1500+ word pillar post, plus 3 to 5 supporting 800+ word blog posts)
✓ 8 - 12 LinkedIn posts (company + executive thought leadership)
✓ Email nurture sequences (3 to 5 emails)
✓ Lead capture landing page
✓ Sales enablement assets
✓ Webinars scripts
✓ Conference abstracts and speaking outlines
✓ Press releases
✓ Contributed articles for industry publications

6. Get internal sign-off and alignment

Review final flagship and supporting content with stakeholders
Confirm messaging, tone, and branding consistency
Share internal summary and talking points with leadership and sales teams

7. Campaign Launch

Once all content is finalized, the campaign moves from creation to execution. This phase ensures your flagship and supporting assets reach the right audience across all channels. While all copy and assets are ready-to-deploy, someone in-house will need to load and schedule content across channels.

✓ Upload blogs to CMS / website
✓ Schedule LinkedIn posts for company and leadership accounts
✓ Set up email nurture sequences in your ESP
✓ Launch landing pages with functioning forms and CTAs
✓ Coordinate additional channels, like partner newsletters or communities

The Timeline

Week 1–2

Authority Extraction

Week 3–4

Flagship Asset

Week 5-8

Supporting Assets

Note: Timeline assumes timely feedback from your team. Fast-tracking is sometimes possible, but quality requires realistic timeframes.

The Investment

Single-Asset Package

$8,000+ USD

Ideal for focused authority building on a specific topic.

Full Plug-and-Play Campaign

$20,000+ USD

We’ll tailor the scope to your goals, budget, and launch plan.