Practical digital marketing resources.

Plans, strategy, budgets and the arithmetic that says whether a target is reachable.

• Marketing plan

  Anyone who has agreed a direction and now needs the schedule that delivers it

  DOCX + XLSX + PDF 60 minutes for the one-pager

• Strategy examples

  Anyone writing a marketing plan for a business or a client

  DOCX + PDF 60–90 minutes

• Campaign brief

  Anyone running a campaign with a start date, an end date and a budget

  DOCX 45 minutes for the brief

• Keyword research

  Anyone planning which pages to create or refresh, in priority order

  XLSX 2–3 hours for a first pass

• Competitor analysis

  Anyone about to reposition, or losing ground without knowing to whom

  XLSX + PDF 2–3 hours for three competitors

• Content plan

  Anyone planning content who is tired of measuring posts published

  XLSX 90 minutes for a quarter

• Budget & forecast

  Anyone setting a budget who has been asked "how much do you need?"

  XLSX 45 minutes

• Funnel calculator

  Anyone whose target looks reasonable until you do the arithmetic

  XLSX + PDF 20 minutes

Proposals, pricing, contracts and the proof a buyer asks for before saying yes.

• Proposal

  Freelancers and agencies pitching retained or project marketing work

  DOCX + PDF 30–45 minutes for a first draft

• Portfolio

  Freelancers, job applicants and agencies building a credible work sample

  DOCX + PDF 2–3 hours for a first version

• Pricing & packages

  Freelancers and agencies setting or reviewing their prices

  XLSX + PDF 45 minutes

• CV and resume

  Marketers applying for roles, and anyone whose CV lists duties instead of results

  DOCX + PDF 90 minutes for a real rewrite

• Client emails

  Freelancers and agencies who send the same emails every week

  DOCX 10 minutes per email

• Contract & invoice

  Freelancers and agencies taking on client work

  DOCX + XLSX 45 minutes, then a solicitor

• Case study

  Agencies and freelancers whose best work is invisible to buyers

  DOCX + PDF 2 hours per case study

• Website structure

  Agencies and freelancers rebuilding a site that is not producing enquiries

  DOCX + PDF 2 hours for the structure

Per-channel audits and checklists — search, paid, social, email, content, conversion and AI search.

• SEO tutorial

  Anyone doing SEO for the first time, or the first time on their own site

  PDF + XLSX A week of evenings, honestly

• Technical SEO

  Anyone auditing a site's technical health, or launching one

  PDF 2–3 hours for a first pass

• PPC audit

  Anyone inheriting a Google Ads account, or reviewing one that has drifted

  XLSX + PDF 2 hours for a first pass

• GA4 audit

  Anyone who inherited a GA4 property, or set one up and never checked it

  XLSX + PDF 90 minutes

• CRO checklist

  Anyone whose traffic is fine and whose enquiries are not

  XLSX + PDF 90 minutes, then ongoing

• Email checklist

  Anyone sending marketing email who has never checked their DNS records

  XLSX + PDF An afternoon for the setup, 30 minutes a month after

• Social media audit

  Anyone running several social channels who cannot say what any of them produced

  XLSX + PDF 2 hours across all channels

• Content audit

  Anyone with more pages than they can remember writing

  XLSX + PDF 3 hours for 150 pages

• AI search (AEO)

  Anyone who wants to be the source an assistant cites, not just a ranking page

  XLSX + PDF 2 hours, then monthly checks

• Domain registrars

  Anyone buying a domain, or moving one away from a registrar they regret

  On page 20 minutes

Audits that tell you what is true, and reports that show everyone else.

• Audit & scorer

  Anyone inheriting a marketing setup they did not build, or reviewing one before planning next year

  PDF + XLSX 60–90 minutes

• Client report

  Freelancers and agencies reporting to a client or manager each month

  XLSX + PDF 15 minutes to set up, ~20 minutes a month

• Fundamentals checklist

  Small businesses checking the fundamentals, and agencies onboarding a new client

  PDF 30 minutes

• Metrics glossary

  Anyone reading a marketing report and unsure what a metric actually measures

  PDF 5 minutes to look something up

• KPI dashboard

  Anyone who wants to spot a trend rather than explain a month

  XLSX 20 minutes to set up, 5 a month

• SEO report

  Anyone reporting non-paid search to a client, a manager or themselves

  XLSX + PDF 20 minutes to set up, 30 a month

What to buy, what to skip, and where AI genuinely helps.

• Software picks

  Agencies and freelancers choosing or replacing part of their tool stack

  On page 20 minutes

• AI use cases

  Marketers deciding what to actually automate, and what to leave alone

  XLSX + PDF 30 minutes to audit your workflow