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Chapter 16 · Templates

Templates and resources

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Email 1: Post-launch
Send after a website launch is complete.
Subject: Now that the new site is live… let's drive traffic to it Hey [[clientName]], The new site looks great and now we have the real growth problem: traffic. Right now you are getting about [[currentTraffic]] monthly visitors from search. Your top competitors are pulling [[competitorTraffic]]+. The difference is not design, it is content volume. I would love to show you how we would build a content engine for [[clientCompany]] that drives 200-400% organic growth in 6-12 months. We handle keyword research, writing, SEO review, and publishing directly to the new site. You just approve. Quick call this week? — [[yourName]]
Email 2: Strategy review
Send during a quarterly strategy conversation.
Subject: One thing I want to add to [[clientCompany]]'s plan Hey [[clientName]], One thing I want to float for next quarter: adding organic content to the mix. Looking at your performance, paid is working but it is the whole pipeline. That is a risk. Competitors in [[industry]] are building content engines that pull traffic for free, month after month. Your search traffic is stuck around [[currentTraffic]] visitors; theirs is climbing. We have a production system that can change this. 25 articles per month, keyword-researched and published to the site. Investment is [[priceTier]] per month. Worth a 20-minute conversation? — [[yourName]]
Email 3: Competitor outranking
Send when the client brings up a competitor's SEO.
Subject: Quick follow-up on your competitor's blog Hey [[clientName]], Thinking about what you said re: your competitor's blog. I pulled some quick numbers. They are publishing roughly 15-20 posts per month on tight keyword clusters. You have not published in 90 days. That is why they are outranking you for every commercial term that matters. The fix is not "write more." It is a production system that keeps content shipping on cadence without eating your team's capacity. We run this for other [[industry]] clients and the results are measurable within 90 days. Want me to put together a proposal? — [[yourName]]
Email 4: Renewal add-on
Send during a contract renewal conversation.
Subject: Adding content to the [[clientCompany]] renewal Hey [[clientName]], Before we sign the renewal, I want to propose one addition: a content retainer. We have run the math on what organic could do for [[clientCompany]] and it is significant. Cost per organic lead is typically 60-80% lower than paid once the engine kicks in, which starts around month 3-4. For your tier, I would recommend [[priceTier]] per month. 25 articles, keyword-researched, SEO-optimized, published. Standalone scope, so it does not affect the rest of the retainer. Want me to send a 1-page proposal before the call on Thursday? — [[yourName]]
Email 5: Cold upsell
Send when the relationship is dormant and you want to re-engage.
Subject: Noticed something about [[clientCompany]]'s organic traffic Hey [[clientName]], Ran a quick check on [[clientCompany]]'s organic performance this week. You are pulling about [[currentTraffic]] visitors per month. Top competitors in [[industry]] are at [[competitorTraffic]]+. The gap is content volume and consistency. Fixable in 6-12 months if we build a real production engine. If you are open to a 20-minute conversation about it, I can walk you through what a content plan would look like for [[clientCompany]]. No pressure. — [[yourName]]
Content Retainer Proposal
One-page proposal following the 5-part framework from Chapter 9.

Content Retainer Proposal for [[clientCompany]]

Prepared by [[yourName]], [[agencyName]]

1. The situation

[[clientCompany]] currently attracts approximately [[currentTraffic]] monthly organic visitors. Top competitors in the [[industry]] space are pulling [[competitorTraffic]]+ monthly organic visitors. The gap is not product, brand, or audience. It is content volume and topical authority.

2. The opportunity

Based on our analysis of the [[industry]] keyword landscape, [[clientCompany]] is well-positioned to capture an additional 2-5x its current organic traffic within 12 months through consistent, strategic content publishing. The opportunity is measurable: we have executed this system in [[industry]] before with comparable results.

3. The plan

Each month, [[agencyName]] will deliver:

  • Keyword strategy refresh tied to [[clientCompany]]'s business goals
  • 25 fully-produced blog articles, SEO-optimized and reviewed against a 35-point quality rubric
  • Direct publishing to [[clientCompany]]'s CMS, including schema, internal linking, and image optimization
  • Bi-weekly performance reporting and quarterly strategy reviews

4. The investment

[[priceTier]] per month. 6-month minimum commitment to allow the content curve to establish. Invoiced monthly, payable in advance.

5. Next steps

If this looks right, I will send the agreement today. We can kick off keyword strategy this week and have the first batch of articles in production within 10 business days.

Questions, revisions, or want to scope differently? Just reply to this email or book a 20-minute call.

— [[yourName]]
[[agencyName]]

Content Brief Template
The 8-part brief from Chapter 4. Fill in per article.
CONTENT BRIEF — [[clientCompany]] Article working title: [title here] Target keyword: [primary keyword] Secondary keywords: [3-5 supporting keywords] 1. SEARCH INTENT What does the reader actually want when they search this keyword? [describe intent] 2. H2 / H3 STRUCTURE Based on SERP analysis of the top 5 ranking articles, recommended structure: H2: [section 1] H3: [subsection] H2: [section 2] H2: [section 3] H2: Conclusion / CTA 3. COMPETITOR ARTICLES TO REFERENCE Top 3-5 ranking articles for the target keyword. Improve on these specifically by: - [gap 1] - [gap 2] - [gap 3] 4. VOICE RULES Client: [[clientCompany]] Industry: [[industry]] Formality: [formal / conversational / direct] Sentence length: [short + punchy / mixed / long-form] Hedging: [none / minimal / allowed] Vocabulary constraints: [e.g. avoid "delve into," "landscape"] 5. MUST-INCLUDE FACTS - [stat or data point] - [product mention or capability] - [expert quote or source] 6. INTERNAL LINK TARGETS Link to these [[clientCompany]] pages where relevant: - [cornerstone article on same pillar] - [product or service page] - [related blog post] 7. CTA DIRECTION End the article with: [specific next step, e.g. "book a demo" / "subscribe" / "read the next guide"] CTA text: [exact wording] CTA link: [URL] 8. NOTES [anything specific to this article]
90-Day Client Report Template
The 4-part framework from Chapter 10.

90-Day Content Performance Report

Client: [[clientCompany]] · Prepared by [[yourName]], [[agencyName]]

Opening summary

In the last 90 days, we published [X] articles for [[clientCompany]], grew organic traffic by [Y]%, added [Z] keywords to the top 10, and generated approximately $[AA] in attributed revenue through organic search.

A. Content published

  • Articles shipped: [X]
  • Total words: [X]
  • Pillars covered: [list]
  • Internal links created: [X]
  • Featured images produced: [X]

B. Search performance

  • Organic traffic: [[currentTraffic]] → [new total] ([X]% change)
  • Keywords in top 100: [X] → [new]
  • Keywords in top 10: [X] → [new]
  • Keywords in top 3: [X] → [new]
  • Average position: [X] → [new]
  • Impressions: [X] → [new]

C. Business impact

  • Organic conversions: [X]
  • Attributed revenue: $[X]
  • Cost per lead (organic): $[X]
  • Cost per lead (paid, for comparison): $[X]

D. Next 90 days

  • New pillar expansion: [which pillar]
  • Optimization targets: [X articles currently on page 2 of Google]
  • New content priorities: [focus area]
  • Expected trajectory: [projection]

Recommendation

[Renewal recommendation, scope changes if any, strategy shifts based on data]

Objection: "We tried content before and it didn't work"
Most content fails for one of three reasons: no keyword strategy, inconsistent publishing, or poor quality review. Any one of those kills the results curve. Our system handles all three. Every article is tied to a priority keyword from a strategic map. We publish on a consistent cadence, 3-5 articles per week. And every article passes a 35-point quality review before it ships. 4 years running this system across [[industry]] and other verticals. Zero Google penalties. Clients that have stuck with us for 12+ months are all showing compounding traffic curves. The common failure mode is not content. It is the system behind the content. We bring the system.
Objection: "AI content doesn't rank on Google"
Generic AI content does not rank. That is true. What Google flags is the tells of lightly-edited AI output: no point of view, made-up stats, boilerplate phrasing, weak structure. What we produce is AI-assisted, not AI-generated. Every article starts from a detailed brief tied to keyword research, gets a first draft from Claude or ChatGPT, then moves through a 5-stage editorial process including structural editing, fact-checking, voice matching, and a 35-point quality review. Our article quality is indistinguishable from human-written. We have content ranking for Series-A health-tech, local service businesses, DTC brands, and even regulated CPG categories. Zero algorithm penalties across 4 years and multiple Helpful Content updates.
Objection: "[[priceTier]]/month is a lot for content"
Fair. Let me reframe it. At [[priceTier]]/month, you are paying per-lead pricing for a channel that compounds. Month 1 and 2 feel expensive because rankings are still building. Month 4 onwards, your cost-per-lead on organic drops below every paid channel you run. By month 12, organic is often your cheapest acquisition channel by a wide margin. Your alternative is $150-300 per article from freelance writers, no keyword strategy, no quality system, no publishing workflow. You end up paying similar money for worse results and managing the operation yourself. The math that matters is lifetime customer value versus acquisition cost. Every organic customer you add reduces your blended CAC for years.
Objection: "Can we start with a smaller commitment?"
Yes. We have a Starter tier at $1,500/month that gives you 10 articles per month. Full transparency: results take longer at that volume. You will see traffic movement around month 4-5 instead of month 2-3. But it is enough to prove the model and scale up from there. Most clients start on Starter and upgrade to Growth or Scale within 90 days because they see the rankings climbing and want to accelerate. A few stay on Starter indefinitely because 10 posts per month matches their team's review capacity. Starter gets you the same system, just lower volume. The quality floor is identical.