Digital Presence Operations Playbook
Ongoing management and improvement of your digital channels — with clearly defined content tiers so you know exactly what you're paying for and what you're responsible for.
What this Playbook is for.
The Digital Presence Operations Playbook is for businesses that want ongoing support managing their digital channels — social media, website content, Google Business Profile, analytics — after a launch deployment is complete.
Most social media and digital management services blur the line between strategy, management, and production. This Playbook separates those clearly. Content is defined in three tiers, and pricing is scoped based on which tier (or combination) the engagement covers.
The three content tiers.
Tier 1 — Client-supplied content
You supply the content — photos, captions, updates, job site shots, finished work. Laminar handles the scheduling, formatting, publishing, and consistency across channels. You stay close to the content; we handle the system.
- Content intake and review
- Formatting and caption optimization
- Scheduling via Metricool across active platforms
- Posting consistency and cadence management
- Google Business Profile posts and updates
- Monthly performance summary
Tier 2 — Laminar-assisted content
You supply the raw material — photos, voice notes, job descriptions, rough ideas. Laminar develops the content from that material, writes the copy, formats for each platform, and schedules. You approve before anything goes live.
- Everything in Tier 1
- Copy development from client-supplied material
- Platform-appropriate formatting and adaptation
- Approval workflow before publishing
- Quarterly content strategy review
Tier 3 — Creative production
Full production from concept to published — photography, videography, copy, graphics. This tier is for businesses that want a complete hands-off content operation. Creative services (photography, video) are quoted separately based on scope, frequency, and location.
- Everything in Tier 2
- Content planning and editorial calendar
- Photography and video production (separately quoted)
- Graphic design and branded asset creation
- Paid social campaign support (ad spend not included)
Most businesses start at Tier 1 or Tier 2. Tier 3 is right for businesses where professional content production is a meaningful competitive advantage — trades, hospitality, real estate, service businesses with strong visual work to showcase.
What's always included regardless of tier.
- Website content updates (services, copy, seasonal changes)
- Analytics monitoring — what's performing, what's declining, what to act on
- Google Business Profile maintenance — hours, services, responses
- Technical health monitoring — forms, hosting, integrations
- Monthly or quarterly check-in (depending on engagement scope)
How pricing works.
Pricing is scoped per engagement based on tier, platform count, content volume, and whether creative production is involved. A Tier 1 engagement for two platforms at a relaxed cadence is priced differently from a Tier 3 engagement with monthly photography and active paid social.
Reach out with your situation and we'll scope it clearly before any commitment.
Get the foundation in place first.
Digital Presence Operations builds on a properly deployed foundation. If that's not in place yet, start with the Launch Playbook.