SEO Research, Results & Social Content Plan

Client Web/SEO Research & Results

Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull

Recommended Primary Keywords

1.  PRIMARY: Rustic furniture for cabins and homes SECONDARY: Cabin rustic furnishings

2.  PRIMARY: Hardwood and natural wood furniture SECONDARY: Quality hardwood furniture SECONDARY: Rustic wood quality furniture

3.  PRIMARY: Natural wood patio furniture SECONDARY: Wrought iron patio furniture

4.  PRIMARY: Wrought iron table SECONDARY: Wrought iron garden furniture SECONDARY: Wrought iron patio furnishings

5.  PRIMARY: Quality natural wood table and chairs SECONDARY: Natural wood furniture bar stools

6.  PRIMARY: Patio outdoor wrought iron furniture SECONDARY: Wrought iron garden furniture

7.  PRIMARY: Rustic cabin fireplace set SECONDARY: Flat fireplace screen SECONDARY: rustic lodge fire place screens

8.  PRIMARY: Wrought iron wall décor SECONDARY: Wrought iron metal wall art SECONDARY: Wrought iron coffee table

The Research Behind the Keyword Recommendations

Advertising for ‘rustic furnishings’

Advertising for ‘rustic furnishings’

Similar keyword searches to ‘rustic furnishings’

Keywords, software rank estimate, Google searches, Yahoo!/Bing searches, overall searches

‘rustic furnishings’ searches

Global vs. U.S. searches for ‘natural wood furniture’

Some Sample SEO First-Page Achieved Results based on Recommended Keywords

Implementations

Competitors Analysis

Black Forest analytics

Rocky Mountain analytics

Social Media Content Plan

Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 1

BASIC DIGITAL CONTENT MARKETING PLAN FOR CLIENT EXECUTION NOVEMBER 2012 CLIENT: CABIN DEPOT

• TACTICAL APPROACH • Below are various content concept themes for writ ing on Cabin Depot ’s

b log, socia l channels and art ic le publ ishing. • OBJECTIVES: Bui ld consumer readership and fo l lowing and

engagement/commenting (and eventual purchasing) . Bui ld content part ic ipat ion and re-post ing by B2B content partners , such as vendors , tourist establ ishments , inter ior decorators , cabin rentals , etc .

• EXECUTION: The goal would be to have a new content theme started twice a month or so . Each content theme centers around primary and secondary keyword phrases . For each content theme, here are the ideal speci f ic tact ical channels for publ ishing over the durat ion:

• 3 dif ferent b log posts • Each re-spun and posted on separate Tumblr b log and Cabin Depot

b log • Each re-spun on content s i tes such as PR s i tes and re levant tourist

s i tes and onl ine magazines. • Each blog post/art ic le should provide a l ink to an appl icable page

on the website (e .g . , with that furniture product or brand or even just About Us)

• Publish 2 ( from al l above) in the same week • Imagery/photos/video ( i f avai lable) included for above from

Appalachian tourist and Convention and Vis i tors Bureau websites and Creat ive Commons/GoogleImages/Fl ickr (or any s i tes that a l low copyright-free usage of their images and/or v ideo) .

• Photos/video of actual Cabin Depot products included • 1 post , for each above blog post and art ic le , in each Cabin Depot

socia l media channel; maximum of 3 posts (on this theme) on each socia l channel within week days of the same week, and 2 on weekends.

• Paper. l i col lect ions bui l t for each theme based on external content (e .g . from vendors and/or tourist dest inat ions, etc .)

• Collaborate on others ’ re levant socia l media communit ies , b logs , forums (e .g . , vendors ’ or tourist towns’ socia l s i tes; comment on their s i tes , promote them via your own blog/posts , pul l v is i tor traf f ic back to Cabin Depot b log)

• And/or comment on consumer/tourist socia l s i te posts of these topics (e .g . , their posts in Pinterest)

• FUTURE CONSIDERATIONS: • Partner (vendor) l ink sharing/l ink bui lding • PPC advert is ing ( t ie into below campaigns/imagery/CTAs) • Tourist news/directories art ic le/ad placement

• THEME 1: WHAT WAS YOUR FAVORITE MOUNTAIN VACATION? • CONTENT CONCEPT:

Write about touring/driving the Blue Ridge Parkway, cabin sty les , s i tes and towns a long the way, etc . A lso, request fo l lowers ’ s tor ies or suggest ions on their favorite vacat ions or p laces to v is i t in the mountains. And/or f ind other onl ine

Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 2

forums/blogs on this topic , pul l ideas , b log and col laborate on these socia l communit ies .

• Actual events can include: West Virginia Bridge Day, The Apple Fest ival , North Georgia Fal l Fest ival , e tc .

• Common CTA for external commenting, art ic les and posts: “What was your favorite mountain vacat ion? Please comment, and submit stories and photos, to our Facebook.com page”

• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .

• KEYWORDS TO FOCUS ON (PATIOS/OUTDOOR LIVING): • PRIMARY: Natural wood pat io furniture

SECONDARY: Wrought iron pat io furniture • PRIMARY: Wrought iron table

SECONDARY: Wrought iron garden furniture SECONDARY: Wrought iron pat io furnishings

• PRIMARY: Pat io outdoor wrought iron furniture SECONDARY: Wrought iron garden furniture

• THEME 2: VENDOR SPOTLIGHTS • CONTENT CONCEPT:

This week is a spot l ight on the extraordinary craftsmanship and qual i ty of Cabin Depot furniture maker…

• Collaborate on vendor ’s socia l media s i tes (comment on their s i tes , promote them via your own blog/posts , pul l v is i tor traf f ic back to Cabin Depot b log)

• And/or col laborate on consumer socia l s i te posts of these furniture brands (e .g . , their posts in Pinterest)

• Common CTA for external commenting, art ic les and posts: “Do you l ike Flat Rock Furniture? See more of their work. ( l ink to our web page) .”

• TARGET AUDIENCE: Fans of Cabin Depot vendor brands, and the vendors themselves ( for re-post ing your content)

• KEYWORDS TO FOCUS ON: • Vendor brand names and products

• THEME 3: APPALACHIAN HOLIDAYS

• CONTENT CONCEPT: Winter in Appalachia is beauti ful : snow on the evergreens, rol l ing hi l ls , white Christmas l ights on small town streets and homes. From Blue Ridge, GA, to the Tennessee Smokies to West Virginia – the spir i t of winter in Appalachia is s trong… Makes us think of hot cocoa by the f ire , chesnuts and warm knitted qui l ts… That cr isp, family home-town spir i t is hand-crafted into Appalachian natural hard-wood furniture…

• Common CTA for external commenting, art ic les and posts: “What ’s your favorite sty le furniture for winter and the hol idays? See more furniture ( l ink to web page)”

• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .

• KEYWORDS TO FOCUS ON: • PRIMARY: Rust ic cabin f ireplace set

SECONDARY: Flat f ireplace screen SECONDARY: rust ic lodge f ire p lace screens

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• THEME 4: CONSUMER RUSTIC DECORATING IDEAS • CONTENT CONCEPT:

Request fo l lowers ’ posts , photos and/or v ideos of their cabin decorat ing ideas. And/or f ind others ’ b logs about their decorat ing approaches, and ask them i f you can post their p ictures on our website .

• Common CTA for external commenting, art ic les and posts: “What are your favorite furnishings or decorat ion ideas? Please send us your ideas and photos to our Facebook page, or see more furniture ( l ink to web page)”

• TARGET AUDIENCE: Amateur decorators , cabin owners and pro decorators or furniture vendors

• KEYWORDS TO FOCUS ON: • PRIMARY: Wrought iron wal l décor

SECONDARY: Wrought iron metal wal l art SECONDARY: Wrought iron coffee table

THEME 5: CONSUMER PHOTOS OF THEIR VACATION CABINS

• CONTENT CONCEPT: Request fo l lowers ’ photos and/or v ideos of their vacat ion homes or cabins they v is i t . And/or f ind others ’ b logs about their vacat ions and pictures of their vacat ion lodges, and ask them i f you can post their p ictures on the website .

• Common CTA for external commenting, art ic les and posts: “Do you love your vacat ion cabin? Please comment, and submit stories and photos to our Facebook page ”

• TARGET AUDIENCE: Appalachian vacat ioners , and tourist agencies who wil l interact with or re-post this content .

• KEYWORDS TO FOCUS ON: • PRIMARY: Qual i ty natural wood table and chairs

SECONDARY: Natural wood furniture bar stools PRIMARY: Hardwood and natural wood furniture SECONDARY: Qual i ty hardwood furniture SECONDARY: Rust ic wood qual i ty furniture

THEME 6: CONSUMER CONTENT RESEARCH TOPICS

• CONTENT CONCEPT: What are the hot buttons on the web? What are consumers, tourists , décor hobbyists and buyers b logging about or commenting on? Take these hot buttons and generate content on these – and go back to the aforementioned socia l communit ies and act ively engage and comment on these topics (and i f the opportunity ar ises in commenting, mention you have more on the topic on your blog) .

• Common CTA for external commenting, art ic les and posts: “What do you l ike about rust ic cabin vacat ions and furniture? Please comment or submit stories on our blog”

• TARGET AUDIENCE: Appalachian vacat ioners , tourist agencies , decorators , etc .

• KEYWORDS TO FOCUS ON: • Driven by content theme research

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Mon Tues Wed Thurs Fri Sat Sun ACTIVITIES: Start concept

Theme 1 Write blog post 1

Publish blog post 1

Write blog post 2

Publish blog post 2

Research communities for commenting

Collect/place imagery/vids

Re-spin & publish blog post 1 as e-article

place imagery/vids

Re-spin & publish blog post 2 as e-article

Research license-free imagery

Promote blog post 1 in all social channels via HootSuite

Promote blog post 2 in all social channels via HootSuite

Recycle old theme in ½ social channel (from old blog promotions) via HootSuite

Share/re-post vendor social posts

Recycle old theme in ½ social channel (from old blog promotions) via HootSuite

Share/re-post mountain festivals & events

Recycle old theme in ½ social channel (from old blog promotions) via HootSuite

Share/re-post tourist town social posts

Share/re-post vendor social posts

NOTES: Google+,

Twitter & Facebook can all be managed, weeks in advance, via HootSuite.

However Twitter requires its own unique style (due to 140 characters),

And Facebook gives highest ranking/ value to posts from inside

(as opposed to posting externally from HootSuite).

TOTAL SOCIAL POSTS:

3 Facebook (Duped in Google+), 3 Tweets, 2 external comments

3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 YouTube vid re-post

3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, build personal LinkedIn relations with vendors.

3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 Paper.li generated & Tweeted

3 Facebook (Duped in Google+), 3 Tweets, 1 Pinterest, 2 external comments

3 Facebook (Duped in Google+), 3 Tweets, 2 external comments, 1 YouTube vid re-post

3 Facebook (Duped in Google+), 3 Tweets (include Paper.li)

POST SATURATION

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Staggered, 2/3 by day, 1/3 by night

Thank You

Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding

404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull