The document provides a proposed content marketing plan for a client called Cabin Depot. It outlines 6 initial content themes focused on keywords related to rustic and mountain furnishings. For each theme, it recommends publishing 3 blog posts across different channels, republishing content on other sites, and posting on social media channels up to 3 times per week while staggering posts between day and night. The plan aims to build readership, engagement, and eventual purchases through participatory content.

1. 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

2. 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

3. The Research Behind the
Keyword Recommendations

4. Advertising for ‘rustic furnishings’

5. Advertising for ‘rustic furnishings’

6. Similar keyword searches to
‘rustic furnishings’
Keywords, software rank
estimate, Google
searches, Yahoo!/Bing
searches, overall
searches

7. ‘rustic furnishings’ searches

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

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

14. Competitors Analysis

15. Black Forest analytics

16. Rocky Mountain analytics

17. Social Media Content Plan

18. 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 writing on Cabin Depot’s
blog, social channels and article publishing.
• OBJECTIVES: Build consumer readership and following and
engagement/commenting (and eventual purchasing). Build content
participation and re-posting by B2B content partners, such as vendors,
tourist establishments, interior 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
specific tactical channels for publishing over the duration:
• 3 different blog posts
• Each re-spun and posted on separate Tumblr blog and Cabin Depot
blog
• Each re-spun on content sites such as PR sites and relevant tourist
sites and online magazines.
• Each blog post/article should provide a link to an applicable page
on the website (e.g., with that furniture product or brand or even
just About Us)
• Publish 2 (from all above) in the same week
• Imagery/photos/video (if available) included for above from
Appalachian tourist and Convention and Visitors Bureau websites
and Creative Commons/GoogleImages/Flickr (or any sites that
allow copyright-free usage of their images and/or video).
• Photos/video of actual Cabin Depot products included
• 1 post, for each above blog post and article, in each Cabin Depot
social media channel; maximum of 3 posts (on this theme) on each
social channel within week days of the same week, and 2 on
weekends.
• Paper.li collections built for each theme based on external content
(e.g. from vendors and/or tourist destinations, etc.)
• Collaborate on others’ relevant social media communities, blogs,
forums (e.g., vendors’ or tourist towns’ social sites; comment on
their sites, promote them via your own blog/posts, pull visitor
traffic back to Cabin Depot blog)
• And/or comment on consumer/tourist social site posts of these
topics (e.g., their posts in Pinterest)
• FUTURE CONSIDERATIONS:
• Partner (vendor) link sharing/link building
• PPC advertising (tie into below campaigns/imagery/CTAs)
• Tourist news/directories article/ad placement
• THEME 1: WHAT WAS YOUR FAVORITE MOUNTAIN VACATION?
• CONTENT CONCEPT:
Write about touring/driving the Blue Ridge Parkway, cabin styles, sites
and towns along the way, etc.
Also, request followers’ stories or suggestions on their favorite vacations
or places to visit in the mountains. And/or find other online

19. Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 2
forums/blogs on this topic, pull ideas, blog and collaborate on these
social communities.
• Actual events can include: West Virginia Bridge Day, The Apple
Festival, North Georgia Fall Festival, etc.
• Common CTA for external commenting, articles and posts: “What
was your favorite mountain vacation? Please comment, and submit
stories and photos, to our Facebook.com page”
• TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who
will interact with or re-post this content.
• KEYWORDS TO FOCUS ON (PATIOS/OUTDOOR LIVING):
• PRIMARY: Natural wood patio furniture
SECONDARY: Wrought iron patio furniture
• PRIMARY: Wrought iron table
SECONDARY: Wrought iron garden furniture
SECONDARY: Wrought iron patio furnishings
• PRIMARY: Patio outdoor wrought iron furniture
SECONDARY: Wrought iron garden furniture
• THEME 2: VENDOR SPOTLIGHTS
• CONTENT CONCEPT:
This week is a spotlight on the extraordinary craftsmanship and quality
of Cabin Depot furniture maker…
• Collaborate on vendor’s social media sites (comment on their
sites, promote them via your own blog/posts, pull visitor traffic
back to Cabin Depot blog)
• And/or collaborate on consumer social site posts of these
furniture brands (e.g., their posts in Pinterest)
• Common CTA for external commenting, articles and posts: “Do
you like Flat Rock Furniture? See more of their work. (link to our
web page).”
• TARGET AUDIENCE: Fans of Cabin Depot vendor brands, and the
vendors themselves (for re-posting your content)
• KEYWORDS TO FOCUS ON:
• Vendor brand names and products
• THEME 3: APPALACHIAN HOLIDAYS
• CONTENT CONCEPT:
Winter in Appalachia is beautiful: snow on the evergreens, rolling
hills, white Christmas lights on small town streets and homes.
From Blue Ridge, GA, to the Tennessee Smokies to West Virginia –
the spirit of winter in Appalachia is strong…
Makes us think of hot cocoa by the fire, chesnuts and warm
knitted quilts…
That crisp, family home-town spirit is hand-crafted into
Appalachian natural hard-wood furniture…
• Common CTA for external commenting, articles and posts: “What’s
your favorite style furniture for winter and the holidays? See more
furniture (link to web page)”
• TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who
will interact with or re-post this content.
• KEYWORDS TO FOCUS ON:
• PRIMARY: Rustic cabin fireplace set
SECONDARY: Flat fireplace screen
SECONDARY: rustic lodge fire place screens

20. Jake Aull | Zen Fires | Web Marketing | Proposal | ph 404.259.5550 page 3
• THEME 4: CONSUMER RUSTIC DECORATING IDEAS
• CONTENT CONCEPT:
Request followers’ posts, photos and/or videos of their cabin decorating
ideas. And/or find others’ blogs about their decorating approaches, and
ask them if you can post their pictures on our website.
• Common CTA for external commenting, articles and posts: “What
are your favorite furnishings or decoration ideas? Please send us
your ideas and photos to our Facebook page, or see more furniture
(link to web page)”
• TARGET AUDIENCE: Amateur decorators, cabin owners and pro
decorators or furniture vendors
• KEYWORDS TO FOCUS ON:
• PRIMARY: Wrought iron wall décor
SECONDARY: Wrought iron metal wall art
SECONDARY: Wrought iron coffee table
THEME 5: CONSUMER PHOTOS OF THEIR VACATION CABINS
• CONTENT CONCEPT:
Request followers’ photos and/or videos of their vacation homes or
cabins they visit. And/or find others’ blogs about their vacations and
pictures of their vacation lodges, and ask them if you can post their
pictures on the website.
• Common CTA for external commenting, articles and posts: “Do
you love your vacation cabin? Please comment, and submit stories
and photos to our Facebook page ”
• TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who
will interact with or re-post this content.
• KEYWORDS TO FOCUS ON:
• PRIMARY: Quality natural wood table and chairs
SECONDARY: Natural wood furniture bar stools
PRIMARY: Hardwood and natural wood furniture
SECONDARY: Quality hardwood furniture
SECONDARY: Rustic wood quality 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 blogging about or commenting on? Take
these hot buttons and generate content on these – and go back to the
aforementioned social communities and actively engage and comment on
these topics (and if the opportunity arises in commenting, mention you
have more on the topic on your blog).
• Common CTA for external commenting, articles and posts: “What
do you like about rustic cabin vacations and furniture? Please
comment or submit stories on our blog”
• TARGET AUDIENCE: Appalachian vacationers, tourist agencies,
decorators, etc.
• KEYWORDS TO FOCUS ON:
• Driven by content theme research

21. 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

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