Famous all over the world for their high quality, air tight, glass and stainless steel food cans, Onyx Containers recently asked Rob Campbell of Smojoe to put together a rich media content marketing strategy to help them launch their new retail website e-store The Tickle Trunk . Now anybody, anywhere in the world can buy Onyx Containers and have the units shipped to their homes! Watch below how Rob Campbell sets up keyword targets, and then creates useful, contextual media, business stories, that will put his clients on pg1 of Google where they will enjoy traffic and sales for free, for the rest of time.
TheTickleTrunk.com website is well stocked to sell Onyx’s signature air tight food containers, lunch containers, steel popsicle molds and ice cube trays direct to the public. Starting Jan 1st 2013, Rob’s primary goal is to increase traffic and sales at this brand new property. Smojoe will do this through high quality rich media content marketing, advanced SEO ‘business storytelling’ or … Meme Weaving.
Carolyn Cameron, the CEO of Onyx Containers trusts Rob to help grow the retail arm of their expanding business by making the products more findable in web searches and image searches. Since the site launched in July 2012, traffic to The Tickle Trunk has been less than 2000 visits per month, and total sales for the year is less than $11,000. There is no existing Google AdWords program, or any coupon strategy, or any other form of marketing in place at this time.
Campbell operates under the assumption that people with stainless steel appliances in their kitchens, especially fridges and freezers, are the most likely customers for Onyx Containers. These folks would use the web to get specific and buy these items to satisfy their desire to acquire matching stainless steel kitchenware. Air tight glass food containers, popsicle molds and ice cube trays are also popular search terms, see below*
Online shoppers start the process by typing key terms into search engines, then they choose either organic or sponsored results; the four or five images that appear in Google will also be key drivers in each shopper’s exploration of pg1 results, as they seek the merchandise available for purchase.
As a primary relevance builder, Smojoe will flood this marketplace with images of Onyx Containers and mix them into compelling stories told on multiple platforms with pictures and User Generated Media (UGM) challenges. This activity will yield permanent results: a busy spider web of incoming links back to The Tickle Trunk estore. The human-activated network links the brand with important people and places online. Google will calculate these connections and come to attribute more importance to The Tickle Trunk estore, and rank the site higher in search results.
Here’s how it’s done,
Smojoe Content Marketing Process for The Tickle Trunk
Identify SEO Keyword Targets
Do keyword research to find the biggest search terms (using WordTracker or Google AdWords keyword selector tool) until you can easily identify four primary keyword targets. Match these terms with four most important sections of your store. SUMMARY Do keyword research to find the biggest drivers , then assign them specific page targets.
For example here is the data regarding the frequency of searches done for ‘lunch containers’
The boxes that have been checked are good targets for The Tickle Trunk ‘lunch containers’ estore pages. Let us teach Google that this URL http://www.thetickletrunk.com/7-lunch-containers should be associated with the word ‘lunch containers’ by making this destination relevant under those words in all of our soon-to-be-told socially magnificent stories.
Popsicle molds
http://www.thetickletrunk.com/8-ice-pop-molds
Ice Cube Trays
http://www.thetickletrunk.com/15-ice-cube-tray
Airtight as modifier for ‘glass food containers’, and ‘stainless steel food containers’
http://www.thetickletrunk.com/17-airtight-glass-stainless-steel-containers
ON-Page SEO
The Tickle Trunk webmaster should work to make these target pages into the very best destinations for the keywords I have attributed to each page. As it stands today, the pages are SEO friendly and properly titled, however they are styled ‘minimalist’ as per the design template which was modeled on the clean white appearance of Brookfarms General Store. Smojoe advocates for more text on each page. We’d like to see more prominent SHARE buttons and paragraphs of helpful text and supporting images added below the sales windows. A helpful video and contextual transcription explaining how the vessels are made, or how they should be used, would be a big shot in the arm to overall website SEO values, as it would help convince Google cache bots that these eCommerce pages are among the world’s best destinations for their attribute keywords.
OFF – Page SEO or Link Building
General Content Marketing Strategy
Meme Weaving – Smojoe likes to make marketing capital that lasts forever, and the page of stuff should serve humanity as valuable resource for something important. Its very satisfying to sit back and watch discussions live out a life of their own, and hopefully they make brand awareness in knowledge filled posts, or perhaps a list or user submitted recipes, or sketches, or a gallery of useful pictures etc. Its a great thing to retire from a campaign and watch it grow larger and more pervasive and more important as they age into the very fabric of the web – this is how we make ‘marketing capital’ or in a word, relevance.
A good internet meme directly involving links to your client’s estore is a great way to make passive marketing capital that will, over time, make client goods and services more findable because they are more relevant to more searches for more things.
Spending time creating compelling articles, blogs and discussion forum posts is the secret to a successful, long tail media campaign.
for example… How To Make Beer Cubes
Build Resources – HTML ‘Hot Script’ Building Blocks
Before making a spider web of compelling stories, Smojoe, the spider, must brew up a batch of silk for the threads, and these include rich media text bytes, images, logos and links.
Rob Campbell will bookmark client pages in every possible program including but not limited to Digg, Delicious, Reddit, StumbleUpon, and especially http://Zoomit.ca
Rob will make pictures in paint shop and publish these graphics and logos along with helpful descriptions on Flickr, Fotki, WebShots, Xanga, Zomba, Picable, Picasso and Photobucket.
Rob will use Facebook and Twitter to supercharge the media and keep friends and stakeholders updated on story developments, contest winners, race schedules and remarkable uploads.
Eventually… while making supporting media … its finally time to get creative.
How to tell stories on multiple platforms? Solicit User Generated Media in four consecutive Lenzr photo contests. Each contest should target a different keyword.
1) Four Lenzr Photo Contests in 2013, One For Each Keyword Target
Two photo contests will start the ball rolling.
Child’s Art, Lunch is a photo contest on Lenzr launched January 2013 that seeks handmade pictures of the noonday meal from child artists.
Starting Jan 1st 2013, and running for three months until April 1st, Child’s Art, Lunch is a new Lenzr photo contest that will build awareness and fifty powerful incoming links to the lunch containers page of The Tickle Trunk.
This intriguing contest was created to capture the imagination of parents and children who could come together and help create a repository of children’s art, sketches of kids meals. But unlike traditional media campaigns the success of this social media attraction doesn’t depend on human participation. Success here is measured in links not pictures and its more important how far and wide, and how passionately the marketing team can spread the word of this challenge in articles, blogs and discussion forums. Our telling of the story is more important than the story itself and 3rd party user participation makes the links we create back to The Tickle Trunk even stronger. See here, this post about Child’s Art, Lunch contest on Red Flag Deals, a popular coupon discussion forum. The replies help reinforce the importance of the
Also in January 2013, Smojoe launches Full Onyx Containers which is a second Lenzr photo contest to collect images of airtight glass containers and airtight steel containers full of food.
This match will encourage the public to submit pictures full of fresh fruit and vegetables, nuts berries, salad greens, coffee beans, dried meats and cheese, etc all manner of foodstuffs that one might store in a vacuum sealed jar. Indeed the containers do not need to be filled with food, but they must be Onyx Containers – the pictures will be ported over to a special page on The Tickle Trunk website blog.
All submitted images should be worthy of display on the The Tickle Trunk website – blog – the RSS feed from the Lenzr photo contest page is being imported to this page on the blog and all submitted images are being displayed as thumbs
And Airtight glass containers, airtight stainless steel containers will make a gallery of images and become a helpful visual reference tool for all humanity.
Starting in April there will be another contest entitled Popsicle Recipes, followed by Late Summer Drinks to support keyword claims on and Popsicle molds and Ice Cube Trays respectively.
2.) Sponsor Foodie Badge in 2013 Miss Teen Canada Blog Network
The 2013 Miss Teen Canada Blog Network regional delegates are graded on their ability to maintain their regional blogs and write about their campaign for the crown, and support for charities and fundraising events they may attend as regional titleholders. Starting in May 1st 2013, all seventy delegates will be challenged to write different style posts to get different niche badges and be eligible to win prizes awarded by sponsors at the end of the year.
For example there will be a Fashion Diva badge, and a Beauty Blogger badge, etc and so bloggers will have to write a fashion blog piece, and review a cosmetic product to get these other badges. A kind woman named Christi Woolard is the admin and will award the digital monikers; she also coaches the girls on how-to-blog on WordPress and sends along a blog bible full of tips, pictures and helpful instructions.
Foodie Blog Badge will be awarded to posts about food as served by parents or proprietors of a local restaurant. These content pieces always have lots of pictures of tasty food and sometimes include recipes and menu tips. Food bloggers write restaurant reviews and make suggestions regarding food parings with drinks and desserts. Most foodies focus on a single meal per post. If that meal was consumed in a new restaurant then the story usually starts outside the venue with a wide shot of the facility to establish the setting. Both journalists and TV directors are taught to start wide and then go in for close-ups. They take pictures of the restaurant or the chef in the kitchen (if they dare), and then go close on the dish and describe the meal and how it tasted and afterwards mention beverages and necessary condiments. Foodie blogs find a wide readership because everyone loves / has to eat food.
All seventy girls will write Foodie posts to get a badge sponsored by Onyx glass stainless steel food containers available for purchase at The Tickle Trunk. The program concludes in October 2013 when the sponsor picks the best posts and six large prizes are awarded, and twenty four small items are dispensed to the winning bloggers, all across Canada.
3. Sponsor 2013 Toronto Zombie Race, Donate Prizes For Links
The 2013 Toronto Zombie Race is a thrilling romp through the wilderness around the decrypt Richard L Hearn Generating Station on Unwin Rd in the Toronto port lands. Its a 5km trek through a post apocalyptic obstacle course filled with live zombies!
The course features seven unique obstacles in between three large scavenger hunt areas. There are prizes given to both runners and zombies – Onyx Containers make great prizes. Links to The Tickle Trunk will be present in all storytelling done around this summer attraction in the City of Toronto and we predict that this will yield a bounty of great references and direct visitors to the estore.
Runners start the race with three lives each – three red ribbons are tied about their midsection. Runners hope to survive the course with as many lives as possible, which they will exchange for prize tickets. Zombies however can grab their lives and then they get the prize tickets and when the numbers are called out at 5pm on Race Day, it will probably be the zombies who get most of the sponsor’s merchandise. All threads on these running discussion forums will be updated with pictures of zombies winning Popsicle molds.
Regardless of who wins the prizes, when photographers snap pictures of zombies winning Onyx Containers stainless steel popsicle molds it will result in lots of sharing. The event will impact 12,000 health and fitness buffs at a minimum , horror movie aficionados and Toronto scene makers can also be affected here. Reputable bloggers will be issued free tickets to attend the race.
More information pending
4. Comb the Stories Out Across Friend Networks
Throughout 2013 great stories will emerge from the above listed Tickle Trunk sponsored attractions. These tales are to be further spread around the web as friends are encouraged to develop and publish articles, blogs and discussion forum posts directly related to the sponsored media. Niche bloggers will chime in about the Lenzr photo contests, or the 2013 Miss Teen Canada Blog Network Foodie Badge, or the 2013 Toronto Zombie Race. They have lots of different angles and different stories from which to choose a pretext to offer a link to The Tickle Trunk (which we reward with discount product codes).
Mom bloggers are encouraged to write about the Child’s Art, Lunch image contest on Lenzr, while runners or health and fitness bloggers are encouraged to tell their readers about the upcoming Toronto Zombie Race and the available Onyx Containers prizes including stainless steel popsicle molds and ice cube trays. All bloggers are rewarded with discount product codes they can use to get 1/2 price merchandise at The Tickle Trunk in exchange for their cooperation. Their blog posts are added to all related Facebook pages, Twitter feeds, and promoted in bookmark programs.
Summary of Smojoe Strategic Content Marketing Plan for The Tickle Trunk
In total, the combined media maelstrom should directly impact over 250000 Canadians, but more importantly it will vault The Tickle Trunk to the top of Google Search results for four primary keyword targets. The Tickle Trunk should enjoy a gigantic 300% increase in traffic and sales before January 2014.
Post by Robert Campbell on Jan 21, 2013
