This is a "tried-and-true" process that you're going to want to do at least annually, and maybe even think about it quarterly.
All this work is essentially centered on a customer profile universe, a universe of people. You've got person A, B, and C, but your customer universe may involve many different personas. It could involve just one type of person you're always targeting and trying to reach over and over again. But most likely it also involves the people who influence that direct subsection of your market.
The evaluation and strategy process is where marketers can either excel or lose their momentum. Making connections like; "Hey, person A is really interested in (consumes and searches for) these types of content offers and searches these kinds of keywords, so we're going to start by taking keyword group A or content group A and figure out our keyword list. We're going to create, publish, and promote work that supports that." It could be a multitude of things such as; content offers, videos, taglines, tools, e-books, or some combination of those things through social media. It is really up to your marketing expertise and what you think will attract that persona.
Once identified, launch your tactic, promote it, and work on some amplification techniques. Then you want to measure and study which is a critical part of that process, or what did or did not work. You want to not only see what your results are, but what can I learn from the strategy you chose to implement. This should train you to get incrementally at improving this process and its steps.
This process will work iteratively in order to allow you to research and identify what is and is not working. Through that research, every now and then you will have to evaluate and realize when you have exhausted your efforts for a certain focus.
Ex.: "Hey, you know what, I feel like we've exhausted the easiest 85% of value that we're going to get from 15% of the work on keyword set A. Let's move on and now go visit keyword set B and content set B in order to attract persona B."
Occasionally, you're even going to want to move a step ahead and say, "Hey, you know what, maybe our personas or their market is changing because of this trend. We want to try targeting some new customers. Let's take a look at developing a new persona to attract these people over here and see if we can reach them and their influencers with new content, offers, topics, keywords, etc."
For me, this is the most exciting part of the digital marketing process. Tinkering until something works, and works well. But remember, there is always room to improve and this is a constantly evolving world.
If your site is optimized and you have completed your initial audit, then this kind of a process will be the one you want to implement. But remember that it must be tied to real business objectives. Once you have seen good results and can tie them to your new SEO process, you can further solidify your position by showing the direct contribution to the companies overall goals. Everyone from the CEO on down is going to love what you're doing!
For some tips to help in your daily SEO routine, here are some informative blogs: