Both identifying gaps and creating a roadmap
To what degree can this be standardized and repeatable across all SMB/Local sites?

We have been producing tens of thousands of pieces of customized content. It is all written from US based writers, and much gets edited again for elite clients prior to being shown to the client. On a monthly basis it is a very large scale operation that has taken many years to develop. Less than 1% of the content has had issues reported. When it does happen, it gets tracked to the writer, they get put on notice, and the situation gets rectified.

Some content requires client participation for best results and can not be standardized. Answers to questions like “Why should I buy from you” and “How are you better than your competition?” can only be provided by the business owner. We also prefer to understand what kind of tone/ content business owners prefer. We have a content questionnaire in place which helps us get such answers when we are permitted to use it.
Content should focus on helping searchers, more often now with the way they would ask a question and respond conversationally. This is helpful for Voice search.

Finally, provide the social proof. Clients need reviews, testimonials, and even case studies where relevant. This proves to the audience beyond a reasonable doubt that the business will do the job well.