Toolkits Archive - American Marketing Association

Includes 25+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

This playbook is powered by Demand Metric.

The post Market Research Playbook appeared first on American Marketing Association.

Marketing Communications Playbook

Ryan Bresnahan — Mon, 03 May 2021 19:27:02 +0000

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Marketing Communications Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you create a marketing communications plan that supports its marketing strategy.

Get Full Access to This Playbook With AMA Membership

Includes 30+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

AMA Marketer’s Toolkits

This playbook is powered by Demand Metric.

The post Marketing Communications Playbook appeared first on American Marketing Association.

Customer Engagement Playbook

Ryan Bresnahan — Thu, 13 May 2021 18:16:52 +0000

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Customer Engagement Playbook is built to help you improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue. Done well, customer engagement fosters a lifelong advocate who embraces the company and brand beyond any one product or service experience.

Get Full Access to This Playbook With AMA Membership

Includes 20+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

AMA Marketer’s Toolkits

This playbook is powered by Demand Metric.

The post Customer Engagement Playbook appeared first on American Marketing Association.

Marketing Strategy Playbook

Ryan Bresnahan — Thu, 13 May 2021 18:09:19 +0000

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Marketing Strategy Playbook is built to help you develop a corporate marketing strategy that supports your company’s values and vision. The playbook’s framework and easily editable tools will quickly empower your organization’s lead generation strategy.

Get Full Access to This Playbook With AMA Membership

Includes 15 Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are hundreds of individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

This playbook is powered by Demand Metric.

The post Marketing Strategy Playbook appeared first on American Marketing Association.

AMA SEO Keyword Map Template

Taryn Schneider — Thu, 08 Apr 2021 17:41:11 +0000

The AMA SEO Keyword Map Template is a spreadsheet-based tool designed to help marketers organize and optimize website pages for search engine visibility. It provides a structured framework to connect high-intent keywords to specific pages, track SEO metrics, and manage on-page elements like titles and links.

This template supports a strategic approach to SEO by aligning keyword targets with user intent, search volume, and funnel stage—helping teams build a clear, scalable foundation for content planning, optimization, and performance monitoring.

Get Full Access to This Resource With AMA Membership

Why Use a SEO Keyword Map?

Aligns Content With User Intent and Funnel Stage
The template maps each keyword to a corresponding user stage (awareness, consideration, decision) and search intent, helping ensure content aligns with how users search, evaluate, and convert. This structure reflects core principles found in many foundational marketing frameworks, enabling more strategic content planning across the funnel.
Centralizes Key SEO Data for Prioritization
By tracking search volume, keyword difficulty, current rankings, and internal/external links in one place, the template gives teams a clear view of which pages are performing, which need optimization, and which have untapped potential. This centralized approach reduces guesswork and supports faster, more informed decisions about where to focus SEO efforts.
Supports Scalable SEO Strategy Development
The sheet is designed for ongoing updates—enabling teams to build, refine, and expand their keyword strategy over time without losing visibility or structure. It reinforces foundational SEO marketing practices by helping teams stay organized as they optimize for search intent, relevance, and performance across an evolving content ecosystem.

How To Use AMA’s SEO Keyword Map

Make a copy in Google Sheets when prompted, or download the Excel file to save and edit locally.
Map Keywords to Pages: In the “SEO Keyword Map” tab, assign each keyword to a URL, define its search intent and user stage, and categorize by page type.
Track SEO Performance: Enter metrics like search volume, keyword difficulty, and current ranking position.
Optimize On-Page Elements: Use the columns for title tags, engagement indicators, internal/external links, and notes to guide on-page SEO updates.
Review & Update Regularly: Use the “Last Updated” field to manage ongoing iterations as rankings change or content is refreshed.

What’s Included in Your SEO Keyword Map?

Feature	Description
Page-to-Keyword Mapping	Assigns keywords to specific URLs, user stages, and search intent
Keyword Metrics Tracking	Columns for search volume, difficulty, and current rankings
On-Page Optimization Columns	Title tags, engagement notes, internal/external link tracking
Funnel Alignment	Identifies where each keyword fits within the user journey
Update Timestamp Field	Helps teams manage version control over SEO changes and page updates

SEO Keyword Map in Action

Challenge	Toolkit Solution
Disorganized SEO targeting	Structured keyword-to-page mapping aligns efforts and prevents duplication
Poor visibility into performance gaps	Ranking, volume, and difficulty fields help identify optimization priorities
Lack of intent or funnel-stage clarity	Intent and user stage columns improve targeting strategy and content alignment
Siloed SEO work across teams	A shared sheet format provides visibility and coordination across contributors

Browse All AMA Toolkits

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Search Engine Optimization Playbook

Jerod Clark — Thu, 13 May 2021 18:23:21 +0000

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Search Engine Optimization (SEO) Playbook is built to help you develop an SEO plan that increases your competitive position, reduces advertising expenditures and implies authority.

Get Full Access to This Playbook With AMA Membership

Includes 20+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

Creating Agile SEO Campaigns
SEO App Store Optimization Checklist
SEO Blog Post Optimization Checklist
SEO Keyword Value Estimator
SEO Maturity Assessment
SEO Mobile Optimization Checklist
SEO On-Page Optimization Checklist

SEO System RFP Template
SEO Vendor Evaluation
SEO Vendors Matrix
Website Program Metrics Dashboard
YouTube Posting Schedule
Webmaster & SEO Expert Job Description

AMA Marketer’s Toolkits

This playbook is powered by Demand Metric.

The post Search Engine Optimization Playbook appeared first on American Marketing Association.

Account-Based Marketing Playbook

Jerod Clark — Tue, 10 May 2022 16:09:09 +0000

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Account-Based Marketing Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you develop an account-based marketing approach and strategy.

Get Full Access to This Playbook With AMA Membership

Includes 15+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

ABM Capabilities Assessment
ABM Tech Stack Report
ABM Roles Matrix
ABM Program Budget Template
Ideal Customer Profile Template
ABM Account Tiers Worksheet
Account & Product Mapping Matrix
Account Scoring Tool

Buyer Persona Template
Decision-Maker Influencer Map
ABM Buying Committee Diagram
ABM Content Plan Worksheet
ABM Key Account Planning Canvas
ABM Platform Evaluation Matrix
ABM Campaign Planning Tool
ABM Program Metrics Dashboard

AMA Marketer’s Toolkits

This playbook is powered by Demand Metric.

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Influencer Marketing Playbook

Ryan Bresnahan — Fri, 02 Sep 2022 14:38:11 +0000

Build a Plan. Measure Impact. Stay Compliant.

The world of influencer marketing can be tough to navigate. That’s why the Influencer Marketing Playbook is built to give you a step-by-step framework and easily editable tools to build a plan that fits into your overall marketing strategy.

Get Full Access to This Playbook With AMA Membership

Includes 15 Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

Influencer Marketing Goals & Objectives Template
Risk Identification and Mitigation Template
Business Case Template
Influencer Marketing Service Provider RFP Template
Influencer Marketing Platform Comparison Template
Campaign Plan and Timeline
FTC Disclosure Due Diligence Checklist

Creative Brief Template
Influencer Marketing Campaign Budget Template
Influencer Usage Database
Influencer Comparison and Selection Tool
Influencer Verification and Fraud-Checklist
Influencer Contract Checklist
Influencer Marketing Campaign Metrics Dashboard

AMA Marketer’s Toolkits

This playbook is powered by Demand Metric.

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Qualified Lead Definition Tool

Ryan Bresnahan — Fri, 26 Mar 2021 15:39:17 +0000

A worksheet to help sales & marketing departments align on their definition of a qualified lead.

Get Full Access to This Resource With AMA Membership

Market Research Playbook

This tool can be used alone, but it’s also part of the comprehensive Market Research Playbook. It provides step-by-step planning guidance while also helping you utilize more than 25 downloadable tools from the popular AMA Marketer’s Toolkit library.

View PLAYBOOK

This tool is powered by Demand Metric.

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Advertising Calendar and Budget Template

Ryan Bresnahan — Thu, 08 Apr 2021 15:51:27 +0000

Use this to organize your advertising campaigns. Track media types, due dates and budget information.

Get Full Access to This Resource With AMA Membership