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Element 121 Cut My
A proposal from Element 121

A Content Strategy
for the AI‑search era

A 12-month content engine built around one product family at a time, designed so that if someone asks a DIY question in the UK, the name Cut My comes up when they do.

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01 · Why now?

The questions are already being asked.
No one's written the right answers just yet.

  • 3 in 4 UK adults now read AI-generated search summaries, and those summaries name sources when they fire
  • Trusted brands generate the idea, win that lead, the trust, and the sale
  • Nobody owns made-to-measure DIY answers in the UK just yet, let's be the first
  • Trust and authority are the hard parts, fortunately you've already got that by the bucket
Source: Ofcom, Adults' Media Use & Attitudes, Apr 2026 · 7,533 UK adults
21k+
Trustpilot reviews. Not machine-readable yet.
360
Pieces published in year one.
1
Product family at a time. Highest margin first.
12mo
With a formal review gate at month six.
02 · The Strategy

One idea in. Six assets out.

1
Expert article
1,000+ words, on cutmy.co.uk
→
1
Video script
James on camera
→
3
Short-form cuts
Shorts & TikTok
→
1
Email
same idea, new buyers

// Hub & Spoke, not a standard blog

  • One definitive pillar guide per quarter
  • 8-12 spoke articles, answering real buyer questions
  • Everything interlinked to generate authority
  • Critical article updates every month

// The Glossary

  • Short, canonical answers: kerf, MFC vs MDF, edge banding
  • Exactly what AI engines lift when asked
  • Cheap to produce, disproportionately visible
  • FAQ answers throughout
03 · The Cadence

Three hubs. Twelve months.

//The first 3
Months 1 - 4

Custom Desks

  • DIY custom home desks for every avenue
  • Built-in & alcove desk guides
  • Materials, compared honestly
  • Budget to premium builds
Months 5 - 8

Outdoor Projects

  • Seasonal builds, timed to demand
  • Weatherproof material guidance
  • Gardening hobbies catered for
  • Finishes, fixings, longevity & care
Months 9 - 12

Ultimate Kitchen Refit

  • The right materials for the job
  • How to refit panels and doors
  • Cost saving strategies
  • DIY or call a tradie
8
Articles / mo
·
8
Glossary / mo
·
4
Videos / mo
·
12
Shorts / mo
=
7-8
Pieces live / week
→
360
In year one
Why one hub at a time? Efficiency. Spread your content across too many categories, and you'll get lost in the noise. If we focus on one hub at a time, it allows us to build authority and ranking faster in a single domain, then shift to maintenance mode and move on to the next.
04 · The Working Month

One filming day. The rest is ours to manage.

  • James is the face. Founders beat presenters, especially with training
  • One batch day a month: four long forms filmed back to back, and shorts cut from them
  • Super-light footprint: no full-on camera rigs, no lighting setups. Just a tripod, script and product. Raw authenticity to gain trust

// Element 121

  • Researching, writing, editing, and scheduling
  • Scripts, shoot plans, shot lists
  • Publishing structure + GEO markup
  • Maintenance, reporting, and the calls

// Cut My

  • James on camera one day a month
  • Filming, photography, and editing (or we recommend one)
  • Samples, workshop access, imagery
  • Weekly alignment calls/sign-off
Our hours cover words, strategy and organisation. Filming and editing sit within Cut My's confines.
05 · How the content ranks

Journalist-built. AI-assisted. Human sign-off.

// Editorially written

  • 11 years, 850+ articles, across 21 titles
  • Editor-in-chief experience
  • Every claim and unique stat sourced
  • Each article signed off and planned in advance

// AI used strategically

  • AI assists only with research and reporting
  • No invented quotes or stats ever
  • Written to spec, with a human style
  • Avoids Google penalisation for scaled AI spam

// Built to be cited

  • Named authors with real credentials
  • A "Why trust us" editorial page, with Zak's name attached
  • Structured data + question first headings + FAQ setup
  • Unique stats and data to drive ranking
Google actively penalises sites that flood it with scaled, low-value copy, exactly what unchecked AI churns out: its 2024 spam update was designed to cut unoriginal content in search results by 40%. Instead of building a plan around mass-produced, inaccurate copy with low-value content, we build a strategy that maximises exposure through unique original articles and insight that's relevant to the business.
Source: Google Search Central, March 2024 spam update
06 · Laying out the groundworks

A four-week discovery period, priced flat.

The first month, itemisedHoursPrice
1Full site-wide audit & CMS analysis3.5£262.50
Full GEO + CMS audit of cutmy.co.ukComplete audit of cutmy.co.uk for current GEO scoring, using Element 121 tooling, including a full analysis of the CMS system.2£150
Platform analysis for distributionSocial, email and content platform analysis, to shape a targeted content distribution strategy.1£75
Early findings reportEarly initial report on findings and suggested solutions, delivered only if key weaknesses are exposed.0.5£37.50
2Content Strategy Research9£675
Discovery interviewsDiscovery interviews with the wider marketing team and executives, to understand content and style perspective.3£225
Core Key Term Hubs researchedCore Key Term Hubs researched using Element 121 tooling, based on GEO/SEO, competitor targeting and monetary value.2£150
Hubs report + spoke articlesFull report on findings, with Core Key Term Hubs suggested: 8-12 initial spoke articles per hub, plus glossary queries and sources.2£150
Content distribution strategyFull content distribution strategy covering seasonal content and spam/SEO mitigation, with a proposed House Style & Tone document.2£150
3Initial Context Research & Content setup4.5£337.50
Consensus + presenter setupConsensus on Core Key Term Hubs, selected spoke articles and glossary queries, plus presenter and videography setup, and production order.0.5£37.50
Full article database build-outFull article database build-out, including everything above, plus long-form and short-form video suggestions.2£150
Initial presenter trainingInitial video presenter training, only if required.2£150
Full sign-off to begin workFull sign-off from Cut My to begin production work.0incl.
Four-week discovery, priced flat17£1,275
Hover any line for the full brief

// 4 · Unknown Gates

Conditional
CMS & site compatibility: CMS deployment or site creation30h£2,250
"Why trust us" page, Zak as editorial safeguard0.5h£37.50
Quoted separately, only if the CMS can't carry the hubs£2,287.50

// 5 · Additional Services

Optional
Presenter Training: body language, speaking & presentation technique4h£300
Editor Training: proofing, research, sourcing, media law, SEO/GEOOngoing
Journalist Training: media law, fact-finding, interviews, SEO/GEOOngoing
07 · The fees

What it costs.

At standard rates · £125/hr
£4,937 / month
39.5 hrs · stepping to £4,562 · year one £58,750
  • 34 hrs writing: articles, glossary, scripts
  • 5.5 hrs planning, shoot org, maintenance, reporting
  • Hours capped, tracked, reconciled monthly
Founding-partner rate · £75/hr
£2,962 / month
Same hours · stepping to £2,737 · year one £35,250
  • Bought with a 6-month commitment
  • A written case study and testimonial with real numbers
  • A 6-month recommitment once the results roll in
Your saving: ~£23,500 in year one. 40% off.
BUILD-OUT £1,275 FLAT · OVERAGES £75/HR, PRE-AGREED · RUSH RATE £150/HR
08 · Checks & Balances

You'll always see what's working first.

  • Fortnightly reports: rankings, traffic, assisted revenue, articles live
  • GEO visibility: does ChatGPT, Gemini or AI Overview actually name you?
  • Bi-weekly meetings with a direct line: so management knows exactly what's going live and when
  • Content takes time. Momentum will begin to show months 3-6
  • Anyone promising page one in week four is full of it

There's more at play here than just pure economics. This doubles up not only as a form of traditional journalism, but also as quiet PR and brand awareness for Cut My, alongside boosting James's professional standing.

09 · The Single Customer View

Editorial insights, interwoven with the SCV.

// One customer story

Every article visit can land in the SCV, joined to buying intent, orders, and repeat purchases, allowing for targeted outreach based on specific interests, for dormant or VIP customers.

// Interwoven distribution

With YouTube, TikTok, the site itself, and newsletters, each clickthrough is monitored and attributed throughout the chain, so we invest in successful platforms, optimise underperforming ones, or ditch entirely.

// Predicted trends

Match Google Trends and search-volume data with article performance to identify what content converts most, by material, audience, and season. It steers us month to month and builds a long-term editorial strategy that's predictable, evergreen and topical, a great signal for procurement and PPC.

// SEO flipped

Rank SEO targets and article generation by revenue, not traffic. "Which queries actually sell," not "which ones rank."

The month-six review runs on this. When we sit down with real numbers, "did it work" gets answered in customers, samples and revenue, article by article, measured where consent allows.

10 · The Final Chapter

We build the engine. Then we hand you the keys.

Months 1 - 6

  • The content project begins, we run the lot
  • Custom Desks hub built, ranked, measured
  • Month-six review: SCV + AI ranking all measured
  • ROI analysed, with no noise

Months 6 - 12

  • Scale up content into hubs two and three
  • Hub one goes into maintenance mode
  • Plan the internal role or team the content strategy needs

Beyond

  • We recruit or train your content team
  • Then step back into an advisory role
  • You own the strategy, the library, and the audience
01

Agree the shape

Simple 6-month agreement, with a further 6 months possible from there

02

Build-out

Site and topic audit, full exec interviews, and strategy crystallised by the end of month one

03

First articles going live

At the start of month two, filming begins once all eight pieces are live

04

The content amplifies

7-8 pieces a week, a report every fortnight, and progress compounding across all measures

Element 121· PREPARED FOR CUT MY zak@element121.co.uk · Valid 30 days