seo research, results & social content plan
DESCRIPTION
Executed work with SEO, competitive and keyword research, SEO execution and results, and social content plan.TRANSCRIPT
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Client Web/SEO Research & Results
Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding 404.259.5550 | ZenFires.com | [email protected] | @jakeaull
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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
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The Research Behind the Keyword Recommendations
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Advertising for ‘rustic furnishings’
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Advertising for ‘rustic furnishings’
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Similar keyword searches to ‘rustic furnishings’
Keywords, software rank estimate, Google searches, Yahoo!/Bing searches, overall searches
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‘rustic furnishings’ searches
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Global vs. U.S. searches for ‘natural wood furniture’
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Some Sample SEO First-Page Achieved Results based on Recommended Keywords
Implementations
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Competitors Analysis
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Black Forest analytics
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Rocky Mountain analytics
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Social Media Content Plan
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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
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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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Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 3
• 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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Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 4
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
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Thank You
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding
404.259.5550 | ZenFires.com | [email protected] | @jakeaull