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Adwave Editorial Calendar v2: Multi-Channel Era

calendar/v2/editorial-calendar.md · calendar_doc · 1 versions

Adwave Editorial Calendar v2: Multi-Channel Era

This calendar supersedes the original calendar/editorial-calendar.md for all NEW content.
The original calendar remains the record of all published and in-pipeline CTV-era content.
Product shift: Adwave is now a multi-channel advertising platform (TV, Google, YouTube, Facebook, Instagram, Reddit, and more). Content strategy reflects this.
Strategy doc: See strategy/smb-resource-hub-strategy.md for full rationale.
Start date: April 1, 2026. First content publishes May 2026.

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How This Calendar Relates to v1

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Revised Phase Structure

The original 5-phase SEO strategy evolves. Phases 1-5 continue for in-pipeline content, but new content follows a pillar-based model.

PillarFocusConversion PathPriority
AMulti-Channel Advertising GuidesDirect (Adwave runs these channels)Highest
BIndustry Advertising Guides (all channels)Direct (Adwave runs all channels discussed)Highest
CSMB Advertising Data & BenchmarksAuthority + lead genHigh
DCase Studies (multi-channel)Direct social proofHigh
EGated Resources & Lead MagnetsEmail captureMedium
LegacyCTV-specific content (Phases 3/5)Direct (CTV remains a key channel)Maintenance
PoliticalPolitical advertising (all channels)DirectSeasonal

Key Differences from v1

Dimensionv1 (CTV-Only)v2 (Multi-Channel)
Phase 4 articlesAwareness content (CTV was sidebar mention)Product content (every channel = Adwave product)
Google/Facebook/YouTube contentOff-limits (Outrank territory)Core content (Adwave product channels)
Case studiesCTV-only resultsMulti-channel results (flagship format)
"Best X" comparisonsRecommend channels, CTV as one option"Adwave handles all of these"
Conversion CTA"Try TV advertising""Enter your URL, set your budget, we handle everything"

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Status Legend

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Month-by-Month Calendar

Month 1: April 2026 (Phase 0 — Foundation)

No new content published. Focus on infrastructure and preparation.
Target DateTaskPriorityOwnerStatus
Apr 01Kick off v2 content strategyHighDN🔲
Apr 01-07Finalize Outrank boundary (paid = Adwave, organic = Outrank)HighDN🔲
Apr 01-07Update CLAUDE.md product accuracy for multi-channelHighDN🔲
Apr 07-14Keyword research for Clusters 6-9 (channel-specific, strategy, tools, glossary)HighDN🔲
Apr 07-14Plan /tools/ architecture with engineeringHighCS🔲
Apr 14-21Audit top 20 existing articles for CTA updatesMedium-🔲
Apr 14-21Update keywords/already-targeted.md with new boundary rulesHigh-🔲
Apr 21-30Identify 10-15 case study customers (prioritize multi-channel users)MediumJM🔲
Apr 21-30Write briefs for May content (Pillar A Tier 1, Pillar B Wave 1, Glossary Wave 1)High-🔲

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Month 2: May 2026 (First Content — Channel Guides + Glossary Launch)

Target: 17 pieces (4 Pillar A + 2 Pillar B + 1 Case Study + 10 Glossary)

DateTitlePillarCategoryAuthorStatus
May 01Multi-Channel Advertising for Small Business: The Complete Guide (2026)A (pillar)GuidesCS🔲 Brief
May 04Glossary: CPM (Cost Per Mille)GlossaryGlossary-🔲
May 04Glossary: CPC (Cost Per Click)GlossaryGlossary-🔲
May 05Restaurant Advertising: 8 Channels Compared (2026)BGuidesDM🔲 Brief
May 05Glossary: CPA (Cost Per Acquisition)GlossaryGlossary-🔲
May 05Glossary: ROAS (Return on Ad Spend)GlossaryGlossary-🔲
May 08Google Ads for Small Business: The Honest Breakdown (2026)AGuidesCS🔲 Brief
May 11Glossary: CTR (Click-Through Rate)GlossaryGlossary-🔲
May 11Glossary: CPV (Cost Per View)GlossaryGlossary-🔲
May 12Glossary: CTV (Connected TV)GlossaryGlossary-🔲
May 12Glossary: OTT (Over-the-Top)GlossaryGlossary-🔲
May 15Facebook Advertising for Small Business (2026)AGuidesCS🔲 Brief
May 18Glossary: Programmatic AdvertisingGlossaryGlossary-🔲
May 18Glossary: GeotargetingGlossaryGlossary-🔲
May 19HVAC Advertising: Get More Calls Across Every ChannelBGuidesDM🔲 Brief
May 22YouTube Advertising for Small Business (2026 Guide)AGuidesCS🔲 Brief
May 26How [Restaurant] Used Adwave Across TV + Google + Facebook (47% More Leads)DCase StudyJM🔲 Needs customer

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Month 3: June 2026 (Channel Guides + Industry Guides Ramp)

Target: 9 pieces (3 Pillar A + 3 Pillar B + 1 Case Study + 2 Gated)

DateTitlePillarCategoryAuthorStatus
Jun 01Dental Advertising: How to Get More Patients (2026)BGuidesDM🔲 Brief
Jun 05Instagram Advertising for Local Business: A Practical GuideAGuidesGP🔲 Brief
Jun 08Auto Dealership Advertising: Driving Showroom Traffic (2026)BGuidesDM🔲 Brief
Jun 12Reddit Advertising for Small Business: Is It Worth It?AGuidesGP🔲 Brief
Jun 15The Restaurant Owner's Multi-Channel Advertising PlaybookEPDFDN🔲
Jun 16How [HVAC Company] Cut CPA 31% with Multi-Channel Adwave CampaignsDCase StudyJM🔲 Needs customer
Jun 19Display Advertising for Small Business: What You Need to KnowAGuidesGP🔲 Brief
Jun 22Real Estate Advertising: Reaching Buyers & Sellers (2026)BGuidesDM🔲 Brief
Jun 29Multi-Channel Ad Budget Allocator TemplateESpreadsheetDM🔲

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Month 4: July 2026 (Cost Guides + Home Services + Glossary Wave 2)

Target: 14 pieces (3 Pillar A + 2 Pillar B + 2 Case Study + 2 Gated + 5 Glossary)

DateTitlePillarCategoryAuthorStatus
Jul 01Google Ads Costs: What Small Businesses Actually Pay (2026)AGuidesDM🔲 Brief
Jul 03Plumbing Advertising: How to Fill Your ScheduleBGuidesDM🔲 Brief
Jul 06Glossary: RetargetingGlossaryGlossary-🔲
Jul 06Glossary: AttributionGlossaryGlossary-🔲
Jul 07How [Dental Practice] Filled Appointments with TV + Google Through AdwaveDCase StudyJM🔲 Needs customer
Jul 10Facebook Ad Costs: CPM, CPC, and Budget Planning (2026)AGuidesDM🔲 Brief
Jul 13Glossary: Impression ShareGlossaryGlossary-🔲
Jul 14Home Services Advertising Playbook: TV + Google + FacebookEPDFDN🔲
Jul 17Roofing Company Advertising: Getting More LeadsBGuidesDM🔲 Brief
Jul 20Glossary: Quality ScoreGlossaryGlossary-🔲
Jul 20Glossary: Ad FrequencyGlossaryGlossary-🔲
Jul 21How [E-commerce Brand] Scaled ROAS with Adwave's Multi-Channel ApproachDCase StudyJM🔲 Needs customer
Jul 24YouTube Ad Costs: CPV, CPM, and What to BudgetAGuidesDM🔲 Brief
Jul 28Advertising ROI Tracking Template (All Channels)ESpreadsheetDM🔲

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Month 5: August 2026 (Comparisons + Benchmarks Launch + Glossary Wave 2 cont.)

Target: 15 pieces (3 Pillar A + 2 Pillar B + 1 Pillar C + 2 Case Study + 1 Gated + 5 Glossary + 1 Comparison)

DateTitlePillarCategoryAuthorStatus
Aug 01Instagram Ad Costs for Small Business (2026)AGuidesDM🔲 Brief
Aug 03Glossary: Media MixGlossaryGlossary-🔲
Aug 03Glossary: DaypartingGlossaryGlossary-🔲
Aug 04Electrician Advertising: Reaching HomeownersBGuidesJM🔲 Brief
Aug 07Reddit Ad Costs and Targeting Options for SMBsAGuidesGP🔲 Brief
Aug 10Glossary: DSP (Demand-Side Platform)GlossaryGlossary-🔲
Aug 11Small Business Advertising Benchmarks: CPM, CPA, ROAS by Channel (2026)CInsightsDM🔲 Brief
Aug 14Google Ads vs Facebook Ads: Which Is Better for Small Business?AGuidesCS🔲 Brief
Aug 17Glossary: GRP (Gross Rating Point)GlossaryGlossary-🔲
Aug 17Glossary: Addressable TVGlossaryGlossary-🔲
Aug 18Contractor Advertising: Home Improvement MarketingBGuidesDM🔲 Brief
Aug 21How [Auto Dealer] Drove Showroom Traffic with TV + YouTube + FacebookDCase StudyJM🔲 Needs customer
Aug 25Adwave vs LOCALiQ: Multi-Channel Advertising ComparedComparisonComparisonsDM🔲 Brief
Aug 25Google Ads vs Facebook Ads vs TV: The Data-Driven ComparisonEPDFCS🔲
Aug 28How [Law Firm] Generated Qualified Leads Across 4 ChannelsDCase StudyJM🔲 Needs customer

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Month 6: September 2026 (Strategy Content + Lifestyle Industries)

Target: 15 pieces (2 Pillar A + 3 Pillar B + 1 Pillar C + 2 Case Study + 1 Gated + 5 Glossary + 1 Comparison)

DateTitlePillarCategoryAuthorStatus
Sep 01Med Spa Advertising: Attracting Aesthetic ClientsBGuidesDM🔲 Brief
Sep 04YouTube Ads vs TV Ads: Which Reaches More People?AGuidesCS🔲 Brief
Sep 07Glossary: Brand LiftGlossaryGlossary-🔲
Sep 07Glossary: Conversion RateGlossaryGlossary-🔲
Sep 08How $500 Performs Across TV, Google, Facebook, and YouTubeCInsightsDM🔲 Brief
Sep 11Chiropractor Advertising: Growing Your PracticeBGuidesDM🔲 Brief
Sep 14Glossary: Ad InventoryGlossaryGlossary-🔲
Sep 15How [Salon] Grew Revenue 35% with $200/Month Across 3 ChannelsDCase StudyJM🔲 Needs customer
Sep 18Which Advertising Channels Should Your Business Use? (2026)AGuidesDN🔲 Brief
Sep 21Glossary: Lookalike AudiencesGlossaryGlossary-🔲
Sep 21Glossary: A/B Testing (Ads)GlossaryGlossary-🔲
Sep 22Adwave vs Hibu: Which Is Better for Local Business Advertising?ComparisonComparisonsDM🔲 Brief
Sep 25Physical Therapy Advertising: Attracting PatientsBGuidesDM🔲 Brief
Sep 28How [Gym] Added 120 Members in 90 Days with Multi-Channel AdsDCase StudyJM🔲 Needs customer
Sep 29Holiday Advertising Playbook: Where to Spend Across ChannelsEPDFDN🔲

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Month 7: October 2026 (Advanced Guides + Retail/Services Industries)

Target: 9 pieces (2 Pillar A + 3 Pillar B + 1 Case Study + 2 Gated + 1 Comparison)

DateTitlePillarCategoryAuthorStatus
Oct 02Google Ads for Local Business: Targeting Customers Near YouAGuidesGP🔲 Brief
Oct 05Salon Advertising: Fill Empty Chairs Without DiscountingBGuidesDM🔲 Brief
Oct 08The Dental Practice Advertising PlaybookEPDFDM🔲
Oct 09How [Real Estate Agent] Generated 3x More Leads with AdwaveDCase StudyJM🔲 Needs customer
Oct 13Gym Advertising: How to Get (and Keep) More MembersBGuidesJM🔲 Brief
Oct 16Facebook Retargeting for Small Business: A Beginner's GuideAGuidesGP🔲 Brief
Oct 20Adwave vs Scorpion: Advertising Platforms for Service BusinessesComparisonComparisonsDM🔲 Brief
Oct 23Pre-Launch Advertising Checklist (Multi-Channel)EPDFJM🔲
Oct 27Pet Business Advertising: Reaching Pet ParentsBGuidesDM🔲 Brief

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Month 8: November 2026 (Benchmarks + More Industries + Political Launch)

Target: 15 pieces (3 Pillar A + 3 Pillar B + 1 Pillar C + 1 Case Study + 1 Gated + 5 Glossary + 1 Political)

DateTitlePillarCategoryAuthorStatus
Nov 02Glossary: Multi-Touch AttributionGlossaryGlossary-🔲
Nov 02Glossary: View-Through ConversionGlossaryGlossary-🔲
Nov 03Law Firm Advertising: Ethics, Channels & What WorksBGuidesDM🔲 Brief
Nov 06YouTube Pre-Roll Ads: What Small Businesses Should KnowAGuidesCS🔲 Brief
Nov 09Glossary: Household ReachGlossaryGlossary-🔲
Nov 09Glossary: Ad SaturationGlossaryGlossary-🔲
Nov 10Insurance Agent Advertising: Building Your Book (2026)BGuidesDM🔲 Brief
Nov 13Instagram Stories Ads vs Feed Ads: What Works for Local BusinessAGuidesGP🔲 Brief
Nov 16Glossary: Cross-Device TargetingGlossaryGlossary-🔲
Nov 17Google Ads Benchmarks for Small Business (2026)CInsightsGP🔲 Brief
Nov 20How Much Should a Small Business Spend on Advertising? (2026)AGuidesDM🔲 Brief
Nov 23Multi-Channel Political Advertising: TV + Digital for 2026 CampaignsPoliticalGuidesDN🔲 Brief
Nov 24E-commerce Advertising: The Complete Multi-Channel GuideBGuidesJM🔲 Brief
Nov 27How [Retail Store] Drove 2x Foot Traffic with TV + InstagramDCase StudyJM🔲 Needs customer
Nov 30E-commerce Advertising Playbook: Beyond Facebook and GoogleEPDFCS🔲

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Month 9: December 2026 (State of SMB Report + Year-End Push)

Target: 15 pieces (2 Pillar A + 3 Pillar B + 2 Pillar C + 1 Case Study + 1 Gated + 5 Glossary + 1 Political)

DateTitlePillarCategoryAuthorStatus
Dec 01Jewelry Store Advertising: Luxury Retail MarketingBGuidesDM🔲 Brief
Dec 01Glossary: Display NetworkGlossaryGlossary-🔲
Dec 01Glossary: Cost Per Lead (CPL)GlossaryGlossary-🔲
Dec 04How to Split Your Ad Budget Across ChannelsAGuidesDM🔲 Brief
Dec 08Facebook Ad Benchmarks for Local Business (2026)CInsightsGP🔲 Brief
Dec 08Glossary: Frequency CapGlossaryGlossary-🔲
Dec 11Political Advertising Budget Allocation: How to Split Across ChannelsPoliticalGuidesDN🔲 Brief
Dec 14Florist Advertising: Flower Shop Marketing GuideBGuidesDM🔲 Brief
Dec 15State of Small Business Advertising 2026 (Full Report — gated)EPDFDN🔲
Dec 15Glossary: Ad Relevance ScoreGlossaryGlossary-🔲
Dec 15Glossary: Bid StrategyGlossaryGlossary-🔲
Dec 18Cross-Channel Advertising ROI: How to Measure What WorksAGuidesGP🔲 Brief
Dec 21State of Small Business Advertising 2026CInsightsDN🔲 Brief
Dec 28Photography Studio Advertising: Getting More BookingsBGuidesDM🔲 Brief
Dec 29How [Multi-Channel Customer TBD] Grew with AdwaveDCase StudyJM🔲 Needs customer

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Month 10: January 2027 (New Year Push + Proprietary Data)

Target: 14 pieces (2 Pillar A + 3 Pillar B + 1 Pillar C + 1 Case Study + 1 Gated + 5 Glossary + 1 Political)

DateTitlePillarCategoryAuthorStatus
Jan 05Bakery Advertising: Local Dessert Shop MarketingBGuidesDM🔲 Brief
Jan 05Glossary: Audience SegmentationGlossaryGlossary-🔲
Jan 05Glossary: Ad PlacementGlossaryGlossary-🔲
Jan 08First-Time Advertiser's Guide: Where to Spend Your First $500AGuidesDM🔲 Brief
Jan 12Pest Control Advertising: Service Business MarketingBGuidesDM🔲 Brief
Jan 12Glossary: Click FraudGlossaryGlossary-🔲
Jan 15CTV Advertising Benchmarks by Industry (2026 Update)CInsightsGP🔲 Brief
Jan 19Glossary: Landing Page ExperienceGlossaryGlossary-🔲
Jan 19Glossary: Negative KeywordsGlossaryGlossary-🔲
Jan 22Digital vs Traditional Advertising: What Actually Works in 2026AGuidesDN🔲 Brief
Jan 232026 Midterm Advertising Benchmarks: TV, Google, Facebook, YouTubePoliticalInsightsDN🔲 Brief
Jan 26Daycare Advertising: Childcare Center MarketingBGuidesJM🔲 Brief
Jan 28First 90 Days: New Business Multi-Channel Ad PlanEPDFDM🔲
Jan 30How [Multi-Channel Customer TBD] Grew with AdwaveDCase StudyJM🔲 Needs customer

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Month 11: February 2027 (Industry Coverage Completion)

Target: 12 pieces (1 Pillar A + 3 Pillar B + 1 Pillar C + 1 Case Study + 1 Gated + 5 Glossary)

DateTitlePillarCategoryAuthorStatus
Feb 02Yoga Studio Advertising: Wellness Business MarketingBGuidesDM🔲 Brief
Feb 02Glossary: Ad ExtensionsGlossaryGlossary-🔲
Feb 02Glossary: Responsive AdsGlossaryGlossary-🔲
Feb 05Google Ads vs Doing It Yourself: When to Use a Platform Like AdwaveAGuidesCS🔲 Brief
Feb 09Glossary: Dynamic Creative OptimizationGlossaryGlossary-🔲
Feb 12YouTube Ad Benchmarks for Small BusinessCInsightsGP🔲 Brief
Feb 16Veterinary Advertising: Growing Your Animal PracticeBGuidesJM🔲 Brief
Feb 16Glossary: Smart BiddingGlossaryGlossary-🔲
Feb 16Glossary: Conversion TrackingGlossaryGlossary-🔲
Feb 19Auto Dealership Advertising PlaybookEPDFDM🔲
Feb 23Auto Repair Advertising: Getting Cars in the BayBGuidesDM🔲 Brief
Feb 26How [Multi-Channel Customer TBD] Grew with AdwaveDCase StudyJM🔲 Needs customer

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Month 12: March 2027 (Wrap Year 1 + Trend Reports)

Target: 11 pieces (3 Pillar B + 1 Pillar C + 1 Case Study + 5 Glossary + 1 Political)

DateTitlePillarCategoryAuthorStatus
Mar 02Moving Company Advertising: Reaching People RelocatingBGuidesDM🔲 Brief
Mar 02Glossary: Remarketing ListsGlossaryGlossary-🔲
Mar 02Glossary: Custom AudiencesGlossaryGlossary-🔲
Mar 09Where Are Small Businesses Spending Their Ad Budgets? (2027 Data)CInsightsDN🔲 Brief
Mar 09Glossary: Ad SchedulingGlossaryGlossary-🔲
Mar 15Last-Minute Political Ad Strategies: Multi-Channel Final PushPoliticalGuidesDN🔲 Brief
Mar 16Cleaning Service Advertising: Residential & CommercialBGuidesDM🔲 Brief
Mar 16Glossary: Geo-FencingGlossaryGlossary-🔲
Mar 16Glossary: Contextual TargetingGlossaryGlossary-🔲
Mar 23How [Multi-Channel Customer TBD] Grew with AdwaveDCase StudyJM🔲 Needs customer
Mar 30Hotel & Lodging Advertising: Filling More RoomsBGuidesDM🔲 Brief

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Pillar Reference: Full Article Lists

The month-by-month calendar above is the primary scheduling tool. These pillar lists are reference for tracking completion.

Pillar A: Multi-Channel Advertising Guides (25 articles)

Tier 1: Core Channel Guides

DateTitleAuthorStatus
May 01Multi-Channel Advertising for Small Business: The Complete Guide (2026)CS🔲 Brief
May 08Google Ads for Small Business: The Honest Breakdown (2026)CS🔲 Brief
May 15Facebook Advertising for Small Business (2026)CS🔲 Brief
May 22YouTube Advertising for Small Business (2026 Guide)CS🔲 Brief
Jun 05Instagram Advertising for Local Business: A Practical GuideGP🔲 Brief
Jun 12Reddit Advertising for Small Business: Is It Worth It?GP🔲 Brief
Jun 19Display Advertising for Small Business: What You Need to KnowGP🔲 Brief

Tier 2: Channel Cost & Comparison Guides

DateTitleAuthorStatus
Jul 01Google Ads Costs: What Small Businesses Actually Pay (2026)DM🔲 Brief
Jul 10Facebook Ad Costs: CPM, CPC, and Budget Planning (2026)DM🔲 Brief
Jul 24YouTube Ad Costs: CPV, CPM, and What to BudgetDM🔲 Brief
Aug 01Instagram Ad Costs for Small Business (2026)DM🔲 Brief
Aug 07Reddit Ad Costs and Targeting Options for SMBsGP🔲 Brief
Aug 14Google Ads vs Facebook Ads: Which Is Better for Small Business?CS🔲 Brief
Sep 04YouTube Ads vs TV Ads: Which Reaches More People?CS🔲 Brief
Sep 18Which Advertising Channels Should Your Business Use? (2026)DN🔲 Brief

Tier 3: Advanced Channel Guides

DateTitleAuthorStatus
Oct 02Google Ads for Local Business: Targeting Customers Near YouGP🔲 Brief
Oct 16Facebook Retargeting for Small Business: A Beginner's GuideGP🔲 Brief
Nov 06YouTube Pre-Roll Ads: What Small Businesses Should KnowCS🔲 Brief
Nov 13Instagram Stories Ads vs Feed Ads: What Works for Local BusinessGP🔲 Brief
Nov 20How Much Should a Small Business Spend on Advertising? (2026)DM🔲 Brief
Dec 04How to Split Your Ad Budget Across ChannelsDM🔲 Brief
Dec 18Cross-Channel Advertising ROI: How to Measure What WorksGP🔲 Brief
Jan 08First-Time Advertiser's Guide: Where to Spend Your First $500DM🔲 Brief
Jan 22Digital vs Traditional Advertising: What Actually Works in 2026DN🔲 Brief
Feb 05Google Ads vs Doing It Yourself: When to Use a Platform Like AdwaveCS🔲 Brief

Pillar B: Industry Advertising Guides (31 articles)

Wave 1: High-Traffic Industries (May-Jun)

DateTitleAuthorv1 Overlap?Status
May 05Restaurant Advertising: 8 Channels Compared (2026)DMv1 Mar 25 - update🔲 Brief
May 19HVAC Advertising: Get More Calls Across Every ChannelDMv1 Apr 02 - update🔲 Brief
Jun 01Dental Advertising: How to Get More Patients (2026)DMv1 Mar 26 - update🔲 Brief
Jun 08Auto Dealership Advertising: Driving Showroom Traffic (2026)DMv1 Apr 01 - update🔲 Brief
Jun 22Real Estate Advertising: Reaching Buyers & Sellers (2026)DMv1 Mar 31 - update🔲 Brief

Wave 2: Home Services & Medical (Jul-Sep)

DateTitleAuthorv1 Overlap?Status
Jul 03Plumbing Advertising: How to Fill Your ScheduleDMv1 Apr 04 - update🔲 Brief
Jul 17Roofing Company Advertising: Getting More LeadsDMv1 Apr 12 - update🔲 Brief
Aug 04Electrician Advertising: Reaching HomeownersJMv1 Apr 05 - update🔲 Brief
Aug 18Contractor Advertising: Home Improvement MarketingDMv1 Apr 08 - update🔲 Brief
Sep 01Med Spa Advertising: Attracting Aesthetic ClientsDMv1 Apr 06 - update🔲 Brief
Sep 11Chiropractor Advertising: Growing Your PracticeDMv1 Apr 14 - update🔲 Brief
Sep 25Physical Therapy Advertising: Attracting PatientsDMv1 Apr 13 - update🔲 Brief

Wave 3: Lifestyle, Retail & Services (Oct-Nov)

DateTitleAuthorv1 Overlap?Status
Oct 05Salon Advertising: Fill Empty Chairs Without DiscountingDMv1 Apr 09 - update🔲 Brief
Oct 13Gym Advertising: How to Get (and Keep) More MembersJMv1 Apr 10 - update🔲 Brief
Oct 27Pet Business Advertising: Reaching Pet ParentsDMNew🔲 Brief
Nov 03Law Firm Advertising: Ethics, Channels & What WorksDMv1 Mar 28 - update🔲 Brief
Nov 10Insurance Agent Advertising: Building Your Book (2026)DMv1 Apr 24 - update🔲 Brief
Nov 24E-commerce Advertising: The Complete Multi-Channel GuideJMNew🔲 Brief
Dec 01Landscaping Advertising: Growing Your Client BaseJMv1 Apr 23 - update🔲 Brief

Wave 4: Remaining Industries (Dec-Mar 2027)

DateTitleAuthorv1 Overlap?Status
Dec 01Jewelry Store Advertising: Luxury Retail MarketingDMv1 Apr 25 - update🔲 Brief
Dec 14Florist Advertising: Flower Shop Marketing GuideDMv1 Apr 26 - update🔲 Brief
Dec 28Photography Studio Advertising: Getting More BookingsDMv1 Apr 27 - update🔲 Brief
Jan 05Bakery Advertising: Local Dessert Shop MarketingDMv1 Apr 20 - update🔲 Brief
Jan 12Pest Control Advertising: Service Business MarketingDMv1 Apr 21 - update🔲 Brief
Jan 26Daycare Advertising: Childcare Center MarketingJMv1 Apr 29 - update🔲 Brief
Feb 02Yoga Studio Advertising: Wellness Business MarketingDMv1 Apr 28 - update🔲 Brief
Feb 16Veterinary Advertising: Growing Your Animal PracticeJMv1 Apr 18 - update🔲 Brief
Feb 23Auto Repair Advertising: Getting Cars in the BayDMv1 Apr 16 - update🔲 Brief
Mar 02Moving Company Advertising: Reaching People RelocatingDMNew🔲 Brief
Mar 16Cleaning Service Advertising: Residential & CommercialDMNew🔲 Brief
Mar 30Hotel & Lodging Advertising: Filling More RoomsDMNew🔲 Brief

Pillar C: SMB Advertising Data & Benchmarks (8 articles)

DateTitleAuthorStatus
Aug 11Small Business Advertising Benchmarks: CPM, CPA, ROAS by Channel (2026)DM🔲 Brief
Sep 08How $500 Performs Across TV, Google, Facebook, and YouTubeDM🔲 Brief
Nov 17Google Ads Benchmarks for Small Business (2026)GP🔲 Brief
Dec 08Facebook Ad Benchmarks for Local Business (2026)GP🔲 Brief
Dec 21State of Small Business Advertising 2026DN🔲 Brief
Jan 15CTV Advertising Benchmarks by Industry (2026 Update)GP🔲 Brief
Feb 12YouTube Ad Benchmarks for Small BusinessGP🔲 Brief
Mar 09Where Are Small Businesses Spending Their Ad Budgets? (2027 Data)DN🔲 Brief

Pillar D: Case Studies (14 total)

DateTitleAuthorStatus
May 26How [Restaurant] Used Adwave Across TV + Google + Facebook (47% More Leads)JM🔲 Needs customer
Jun 16How [HVAC Company] Cut CPA 31% with Multi-Channel Adwave CampaignsJM🔲 Needs customer
Jul 07How [Dental Practice] Filled Appointments with TV + Google Through AdwaveJM🔲 Needs customer
Jul 21How [E-commerce Brand] Scaled ROAS with Adwave's Multi-Channel ApproachJM🔲 Needs customer
Aug 21How [Auto Dealer] Drove Showroom Traffic with TV + YouTube + FacebookJM🔲 Needs customer
Aug 28How [Law Firm] Generated Qualified Leads Across 4 ChannelsJM🔲 Needs customer
Sep 15How [Salon] Grew Revenue 35% with $200/Month Across 3 ChannelsJM🔲 Needs customer
Sep 28How [Gym] Added 120 Members in 90 Days with Multi-Channel AdsJM🔲 Needs customer
Oct 09How [Real Estate Agent] Generated 3x More Leads with AdwaveJM🔲 Needs customer
Nov 27How [Retail Store] Drove 2x Foot Traffic with TV + InstagramJM🔲 Needs customer
Dec 29How [Multi-Channel Customer TBD] Grew with AdwaveJM🔲 Needs customer
Jan 30How [Multi-Channel Customer TBD] Grew with AdwaveJM🔲 Needs customer
Feb 26How [Multi-Channel Customer TBD] Grew with AdwaveJM🔲 Needs customer
Mar 23How [Multi-Channel Customer TBD] Grew with AdwaveJM🔲 Needs customer

Pillar E: Gated Resources & Lead Magnets (12 assets)

DateTitleFormatAuthorStatus
Jun 15The Restaurant Owner's Multi-Channel Advertising PlaybookPDFDN🔲
Jun 29Multi-Channel Ad Budget Allocator TemplateSpreadsheetDM🔲
Jul 14Home Services Advertising Playbook: TV + Google + FacebookPDFDN🔲
Jul 28Advertising ROI Tracking Template (All Channels)SpreadsheetDM🔲
Aug 25Google Ads vs Facebook Ads vs TV: The Data-Driven ComparisonPDFCS🔲
Sep 29Holiday Advertising Playbook: Where to Spend Across ChannelsPDFDN🔲
Oct 08The Dental Practice Advertising PlaybookPDFDM🔲
Oct 23Pre-Launch Advertising Checklist (Multi-Channel)PDFJM🔲
Nov 30E-commerce Advertising Playbook: Beyond Facebook and GooglePDFCS🔲
Dec 15State of Small Business Advertising 2026 (Full Report)PDFDN🔲
Jan 28First 90 Days: New Business Multi-Channel Ad PlanPDFDM🔲
Feb 19Auto Dealership Advertising PlaybookPDFDM🔲

Competitor Comparison Pages (3 articles)

DateTitlePathAuthorStatus
Aug 25Adwave vs LOCALiQ: Multi-Channel Advertising Compared/compare/DM🔲 Brief
Sep 22Adwave vs Hibu: Which Is Better for Local Business Advertising?/compare/DM🔲 Brief
Oct 20Adwave vs Scorpion: Advertising Platforms for Service Businesses/compare/DM🔲 Brief

Political Content (4 articles)

DateTitleCategoryAuthorStatus
Nov 23Multi-Channel Political Advertising: TV + Digital for 2026 CampaignsGuidesDN🔲 Brief
Dec 11Political Advertising Budget Allocation: How to Split Across ChannelsGuidesDN🔲 Brief
Jan 232026 Midterm Advertising Benchmarks: TV, Google, Facebook, YouTubeInsightsDN🔲 Brief
Mar 15Last-Minute Political Ad Strategies: Multi-Channel Final PushGuidesDN🔲 Brief

Glossary (50 pages)

Wave 1: Core Terms — May 2026 (batch publish)

DateTermTarget Keyword
May 04CPM (Cost Per Mille)"what is CPM"
May 04CPC (Cost Per Click)"what is CPC"
May 05CPA (Cost Per Acquisition)"what is CPA"
May 05ROAS (Return on Ad Spend)"what is ROAS"
May 11CTR (Click-Through Rate)"what is CTR"
May 11CPV (Cost Per View)"what is CPV"
May 12CTV (Connected TV)"what is CTV"
May 12OTT (Over-the-Top)"what is OTT"
May 18Programmatic Advertising"what is programmatic advertising"
May 18Geotargeting"what is geotargeting"

Wave 2: Channel & Strategy Terms — Jul-Aug 2026

DateTermTarget Keyword
Jul 06Retargeting"what is retargeting"
Jul 06Attribution"what is attribution in marketing"
Jul 13Impression Share"what is impression share"
Jul 20Quality Score"what is quality score"
Jul 20Ad Frequency"what is ad frequency"
Aug 03Media Mix"what is media mix"
Aug 03Dayparting"what is dayparting"
Aug 10DSP (Demand-Side Platform)"what is a DSP"
Aug 17GRP (Gross Rating Point)"what is GRP"
Aug 17Addressable TV"what is addressable TV"

Wave 3: Advanced Terms — Sep-Mar 2027

DateTermTarget Keyword
Sep 07Brand Lift"what is brand lift"
Sep 07Conversion Rate"what is conversion rate"
Sep 14Ad Inventory"what is ad inventory"
Sep 21Lookalike Audiences"what are lookalike audiences"
Sep 21A/B Testing (Ads)"what is A/B testing in advertising"
Nov 02Multi-Touch Attribution"what is multi-touch attribution"
Nov 02View-Through Conversion"what is view-through conversion"
Nov 09Household Reach"what is household reach"
Nov 09Ad Saturation"what is ad saturation"
Nov 16Cross-Device Targeting"what is cross-device targeting"
Dec 01Display Network"what is display network"
Dec 01Cost Per Lead (CPL)"what is cost per lead"
Dec 08Frequency Cap"what is frequency capping"
Dec 15Ad Relevance Score"what is ad relevance score"
Dec 15Bid Strategy"what is bid strategy"
Jan 05Audience Segmentation"what is audience segmentation"
Jan 05Ad Placement"what is ad placement"
Jan 12Click Fraud"what is click fraud"
Jan 19Landing Page Experience"what is landing page experience"
Jan 19Negative Keywords"what are negative keywords"
Feb 02Ad Extensions"what are ad extensions"
Feb 02Responsive Ads"what are responsive ads"
Feb 09Dynamic Creative Optimization"what is DCO"
Feb 16Smart Bidding"what is smart bidding"
Feb 16Conversion Tracking"what is conversion tracking"
Mar 02Remarketing Lists"what are remarketing lists"
Mar 02Custom Audiences"what are custom audiences"
Mar 09Ad Scheduling"what is ad scheduling"
Mar 16Geo-Fencing"what is geo-fencing"
Mar 16Contextual Targeting"what is contextual targeting"

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Monthly Publishing Targets (With Calendar Months)

MonthCalendarPillar APillar BPillar CPillar DPillar EGlossaryComparisonsPoliticalTotal
1Apr 202600000000(foundation)
2May 202642010100017
3Jun 2026330120009
4Jul 20263202250014
5Aug 20263212151015
6Sep 20262312151015
7Oct 2026230120109
8Nov 20263311150115
9Dec 20262321150115
10Jan 20272311150114
11Feb 20271311150012
12Mar 20270311050111
TOTAL2530814125034146

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Legacy CTV Content (Maintenance Mode)

Stat Snapshot Refreshes

Continue the quarterly stat snapshot refresh cycle as defined in calendar/stat-snapshot-calendar.md. CTV market data remains valuable for topical authority even in the multi-channel era.

No changes to stat snapshot calendar. It continues as-is.

CTV-Specific Content

Continue publishing CTV-specific content from v1 pipeline (Phase 3 industry pages, Phase 5 general CTV guides). These maintain Adwave's CTV authority, which is a key differentiator vs multi-channel competitors that lack CTV.

Rule: CTV content should not exceed 30% of new monthly publishing volume. Prioritize Pillar A (channel guides) and Pillar B (industry multi-channel guides) for the majority of new content.

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Content Velocity Rules

  1. Maximum 3 articles per day across v1 + v2 combined
  2. Pillar A and B content takes priority over everything except urgent stat refreshes
  3. Multi-channel case studies require real customer data. Don't create fictional case studies.
  4. Channel-specific Adwave product content (e.g., "Run Google Ads Through Adwave") should only publish when that channel is live on the platform
  5. Educational/comparison content (e.g., "Google Ads Costs for SMBs") can publish anytime since it's channel-agnostic education
  6. v1 items in brief stage should be updated with multi-channel CTAs before publishing, not published as CTV-only

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Content Distribution Summary (v2 Only)

By Pillar

PillarCount% of v2 Total
A (Channel Guides)2517%
B (Industry Guides)3121%
C (Data & Benchmarks)85%
D (Case Studies)1410%
E (Gated Resources)128%
Glossary5034%
Comparisons32%
Political43%
TOTAL~147100%

By Funnel Stage

StageCountPercentage
TOFU9563%
MOFU4530%
BOFU107%

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Author Distribution (v2)

Authorv2 Articles%Notes
David Naffis (DN)~3020%Pillar C reports, political, comparisons
Chris Selmer (CS)~2517%Pillar A channel guides (technical)
David Martin (DM)~5537%Pillar B industry guides, cost content
Jestin McCarthy (JM)~2517%Pillar D case studies, Pillar B overflow
Glenn Ploughman (GP)~1510%Pillar A channel guides (targeting/measurement)

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Keyword Tracking Notes

New Keyword Clusters (v2)

ClusterFocusReference
6Channel-specific advertising (Google Ads, Facebook Ads, YouTube, etc.)Needs research
7Advertising strategy & planning (budget, ROI, channel comparison)Needs research
8Tool-targeted keywords (calculator, quiz, estimator)Needs research
9Glossary/definition keywords (what is CPM, what is ROAS, etc.)Needs research

Cannibalization Risk

Multi-channel content creates new overlap risks:

Before publishing any v2 article: Check keywords/already-targeted.md and search site:adwave.com "keyword" to verify no overlap.

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Related Documents

DocumentPurpose
strategy/smb-resource-hub-strategy.mdFull multi-channel strategy rationale
calendar/editorial-calendar.mdv1 calendar (CTV-era, continues for pipeline)
calendar/v2/outrank-topics.mdRevised Outrank topic list (paid vs organic boundary)
calendar/v2/stat-snapshot-calendar.mdUpdated stat snapshot calendar
calendar/stat-snapshot-calendar.mdv1 stat snapshot calendar (still active)
keywords/already-targeted.mdKeyword tracking (prevent cannibalization)

Version history