Digital marketing agency — content, social and paid run as one system, measured in booked meetings.

A real digital marketing agency owns five things across the customer's full digital footprint: (1) positioning and ICP — who's being sold to and with what proof; (2) the editorial calendar — articles, video, social, email and paid creative shipped on one shared rhythm; (3) channel mechanics — organic social, SEO, AEO, paid social and paid search executed against the same plan, not isolated; (4) GDPR-compliant tracking — pixel, server-side events, consent handling, attribution stitched across channels; (5) monthly reporting in booked meetings, pipeline value and AI citation rate. Anything sold as 'fullservice' but billed in deliverables (articles, posts, ads) is a deliverables shop, not a marketing function.

(1) Strategy — positioning, ICP, editorial calendar, channel mix. (2) Content production — articles, video, podcast, email, organic social built from the same source assets. (3) Channel execution — LinkedIn, Instagram, TikTok, Meta Ads, LinkedIn Ads, Google Ads, AEO/SEO. (4) Web — landing pages and conversion paths tied to the calendar. (5) Tracking — Pixel + Conversions API, GA4, consent, attribution. (6) Reporting — monthly in booked meetings, pipeline value and AI citation rate. Out of scope: black-box automation, scraped lookalike sources, AI-generated content shipped without editorial sign-off, paid amplification of weak organic creative.

Most agencies bill content, social and paid as three retainers run by three teams with three calendars. Ellary runs them as one: a single source asset (a customer interview, a research note, an expert byline) becomes an article, a podcast episode, 6–10 social posts, an email and 4–8 paid ad variants — shipped on the same week. Paid amplifies what's earning attention organically; organic seeds what paid will scale; AEO turns both into citations inside ChatGPT, Perplexity, Claude and Google AI Overviews. One editor owns the calendar end to end.

Week 1: positioning + ICP audit, channel audit (organic, paid, tracking, AEO citations baseline), editorial calendar draft. Week 2: content + channel architecture proposal, tracking implementation. Week 3–4: first calendar shipped — articles, social, paid creative, email — with first AEO citation baseline locked. Month 2 onward: monthly editorial calendar tied to ICP, monthly paid optimisation, monthly reporting in booked meetings, pipeline value and AI citation rate. Quarterly: channel mix review against meeting trajectory.

Monthly report on six numbers: spend (paid), booked sales-qualified meetings sourced from digital, cost per booked meeting, pipeline value attributed to digital-sourced meetings, AI citation rate across ChatGPT, Perplexity, Claude and Google AI Overviews, and share of branded vs unbranded organic traffic. Impressions, reach and engagement are diagnostic — useful for in-month optimisation, not the contract. If meeting trajectory misses for 90 days the channel mix and editorial calendar are re-cut.

Ellary audits current channels (organic, paid, AEO, tracking), reviews GDPR setup, and proposes an editorial calendar mapped to an ICP and a meetings target before any retainer starts.

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