Winning way through content highlighting best practices around content creation, curation and distribution backed by data driven insights.

1. CONTENT
AMPLIFICATION
STRATEGY

2. WHAT DO WE WANT TO ACHIEVE???
TRENDIFY
ELEVATE
AMPLIFY CONTENT
THUS DRIVING ORGANIC TRAFFIC GROWTH

3. HOW?LETS UNDERSTAND THE CONSUMPTION PATTERN

4. PEOPLE DON’T LOOK FOR
IMPORTANT NEWS
IMPORTANT CONTENT
LOOKS FOR PEOPLE

5. THE WAY PEOPLE ACCESS INFORMATION
HAS DRAMATICALLY CHANGED
PULL
Home
Pages
PUSH
APPS
PULL &
PUSH
Social
Media

6. PULL MEDIA HAS QUICKLY BEEN
REPLACED BY PUSH MEDIA
HOMEPAGE TRAFFIC IS DECLINING
AS PEOPLE INCREASINGLY FIND LINKS TO CONTENT
FROM SOCIAL MEDIA, EMAIL AND OTHER SOURCES

7. ITS NOT ONLY THERE IS JUST SO MUCH CONTENT
THAT’S IMPOSSIBLE TO CONSUME IT ALL
BUT SOMEONE YOU FOLLOW/KNOW/TRUST
IS GOING TO SHARE THAT LINK
AND IT
MAKES IT IRRESISTIBLE

8. THEREFOREOUR
APPROACH…

9. FINDING WHAT ARE THE THINGS CAN HELP THE BRAND
TO CONNECT WITH THE AUDIENCE
AND THEN DEVELOPING THE CREATIVE PATH
THAT CAN LINK THAT WITH THE BRAND
LISTENING
UNDERSTANDING
CONNECTING
1CREATING
CONTENT

10. PRE- EMPTING
CATCHY AND POTENTIAL STORIES
ODD,
EVEN
FORMULA
RAHUL
GANDHI’S
EUROPE
VISIT
MODI’S
SURPRISE
LAHORE
VISIT

11. ADOPT A WAR-ROOM STYLE APPROACH TO CONTENT
COMMIT TO A TEAM AND APPROACH WHICH CAN DRIVE RESULTS IN
REAL-TIME, THROUGH JUST-IN-TIME CONTENT AND RAPID EDITORIAL
CYCLES
TWITTER,
FB TRENDS
YOUTUBE
TRENDING
VIDEOS,
SEARCH
TRENDS
THE
SKYSCRAPER
TECHNIQUE

12. CREATING DIFFERENT THEMES AND CONTENT FORMS
TO COVER ALL POSSIBLE ENTRY POINTS AND CAPTURE MINDSETS FORM ALL TG
GROUPS
ODD, EVEN
FORMULA
VIDESHI TAREEK,
KITNA
ASARDAAR?
This content will be about the
ODD & EVEN system
adopted in other countries.
Where it failed, and where it
was a hit? The problems that
it led to, changes in the
pollution level that it brought
and what other methods
were adopted in these
countries -- linking
everything back to Delhi
current situation
NUMBERON KA KHEL
– KAUN PAAS, KAUN
FAILL?
This piece will be around
numerology around car numbers,
focusing especially on the last
number (odd or even). Here the
content will talk about pros and cons
of having an odd or even vehicle
number. It will also throw light on the
car number and its relation with
different days of the week.
Can also make an association
between people’s sun sign and car
number
CHALTI KA
NAAM GAADII
This piece will be funny take
on the situation. It will be
about funny solutions that
people can try to save
themselves from the Odd &
Even car number system. This
content can also incorporate
tweets and FB comments of
people. These people can
also be given credits for the
same.
KUCH TOH LOG
KAHENGE
We go on to the streets,
meet people and ask them
questions about this new
rule. We can also ask and
check how many of them
really know what odd and
even numbers are. We
take people’s views and
enquire what would there
solution be to reduce
Delhi’s pollution level.pro
ARTICLES,
LISTICLES
FB POSTS,
INSTANT
LANDING
PAGE
VIDEOS ANIMATED
SERIES
PICTURE
MESSAGES
SLIDESHOWS BLOGS
AUDIO
CONTENT
TWEETS INFOGRAPHICS

13. INFILTRATE FANS STREAMS, “FISH WHERE THE FISH
ARE”
GOING BEYOND THE BRAND ECOSYSTEM TO
REACH THE EXTERNAL UNIVERSE WITH CONTENT
AS HOOK
2PROMOTION &
DISTRIBUTION

14. AddThis allows site owners to
increase traffic to their
website by implementing
simple ways for visitors to
share content. These content
amplification tools increase
audience engagement with
users that aren’t on the site
and allow content to be
distributed across multiple
platforms and social
networks, which drives traffic
back to the website.
OWNED MEDIA
EXTENDING THE REACH THROUGH MAKING THE CONTENT SOCIALLY SHARABLE
ShareThis is an all-in-one
solution that allows visitors to
share web content with
friends and family via a
variety of channels, including
social media, email, instant
messages, and even text
messages. The insights
provided give a broad view
of social intelligence and real
time analytics for developers,
brands, and content
publishers.
EXTRACT SHAREABLE PIECES FROM YOUR CONTENT
BROWSER PLUG-IN WITH NEWS SUMMARY AND
BREAKING NEWS
WATSAPP AND SMS ENGINE FOR
MOBILE SHARING
INSTANT ARTICLES FOR FASTER LOAD
AND EASE OF CONSUMPTION

15. HOLISTIC SEO APPROACH
Comprehensive SEO approach to optimize each content level to
drive traffic organically
SOCIAL PROFILE WITH
DESTINATION LINKS
EMAIL SIGNATURES WITH
CONTENT DESTINATION
LINK
OWNED MEDIA
EXTENDING THE REACH THROUGH ALL POSSIBLE TOUCH POINTS
DOWNLOADABLE E-
BOOKS ON TRENDING
TOPICS WHICH REQUIRE
IN-DEPTH
UNDERSTANDING
NEWSLETTER SUBSCRIPTION TO ENCOURAGE REPEATED
VISITS THE SKYSCRAPER
TECHNIQUE
Understanding the
content consumption
pattern through social
listening tools like
Buzzsumo, SEMRush and
Topsy and then
adopting the same to
induce interest and
engagement among
end Users

16. PAID MEDIA
PROMOTED POSTS ON FACEBOOK AND INSTAGRAM WITH PRECISE INTEREST
TARGETING
ENHANCING REACH THROUGH SPONSORED
POSTS TO THE RELEVANT AUDIENCE
AGE DEMOGRAPHY LOCATION
INTEREST
BEHAVIOR
PAGES LIKEDDEVICES

17. GEOGRAPHY TARGETING
Connecting with a global
audience or narrow the
reach of your campaign to a
specific country, region or
even town.
FOLLOWER TARGETING
Targeting the followers of
relevant accounts to reach
people who are likely to be
interested in your content.
DEVICE TARGETING
Targeting users based on the
specific mobile device they
use to access Twitter.
PAID MEDIA
PROMOTED TWEET WITH RELEVANT CONTENT ON TWITTER TO REACH THE RIGHT
AUDIENCE
BEHAVIOR TARGETING
Reaching high-intent
audiences on Twitter based
on shopping and spending
patterns
KEYWORD TARGETING
Acting on signals of intent by
delivering timely messages to
users based on what they’ve
recently Tweeted or
engaged with in Tweets.
LANGUAGE TARGETING
Reaching people who
understand a particular
language.
INTEREST TARGETING
Serving up our campaign to
users whose interests broadly
align with your business.
GENDER TARGETING
Targeting your message to
males or females.
NEWS SUMMARY
Tweet containing link of all the
news briefs in the morning
BREAKING NEWS
Breaking News update
TRENDING TOPIC
Relevant News around trending
topic
LIVE EVENT UPDATE
Key event snippets around
important live events
IMPORTANT NEWS
Important News to the right
audience

18. PAID MEDIA
LINKEDIN SPONSORED UPDATES TO REACH THE PROFESSIONAL COMMUNITIES WITH
RELEVANT CONTENT
LOCATION
JOB TITLE
AND
FUNCTION
MEMBER’S
SKILLS
FIELD OF
STUDY GROUPS

19. PAID MEDIA
PROMOTE THE VIDEO CONTENT ON YOUTUBE REACHING THE RELEVANT AUDIENCE
INTEREST
TARGETING
AFFINITY
TARGETING
TOPIC
TARGETING

20. BLOGDASH
Reaching the most
influential thought
leaders, bloggers through
opt-in content outreach
DIQUS
Increase reach, repeat visitors
through paid discussion service
thus bringing reliability and
quality conversations
NATIVO
Native placement on mobile
through Nativo to leverage on
growing mobile adoption
VIRAL CONTENT BUZZ
Incremental organic reach through
shares by influencers
PAID MEDIA
PAID DISTRIBUTION TO GET INCREMENTAL REACH THROUGH AUTHENTIC SOURCES

21. PAID MEDIA
NEWS SUMMARY / BRIEFS THROUGH ALL POSSIBLE ENTRY POINTS IN THE MORNING
SPONSORED
STORIES
PROMOTED
TWEET WITH
WEBSITE CARD
INSTREAM TRUE
VIEW / FIRST
IMPRESSION
SMS PUSH WITH
CONTENT LINK
E-MAILER PUSH
WITH CONTENT
SNIPPETS

22. PAID MEDIA
REACHING EXTERNAL UNIVERSE THROUGH NATIVE ADS AND CONTENT SEEDING
NETWORKS
CREATING CONTENT
SNIPPETS IN THE
EXTERNAL
ENVIRONMENT
THROUGH CONTENT
SEEDING NETWORKS,
NATIVE ADS

23. VISIT BASED BUYS
Visit based buys to get
incremental traffic with
benchmark
PAID SEARCH
Targeting all relevant keywords
based on available content
pieces, trending topics
REMARKETING
Remarketing with relevant content
suggestions to increase repeat visits
NEWSLETTER SUBSCRIPTION
Subscription based buys for
newsletter subscription
PAID MEDIA
BRIDGING THE LAST MILE GAP THROUGH ACTION BASED BUYS ACROSS RELEVANT
PLACE

24. SOCIAL GROUP POSTING
Seeding content links in the relevant groups
FORUM AND COMMUNITY POSTING
Seeding content links in the relevant forums / threads
EARNED MEDIA
LEVERAGING THE ONLINE COMMUNITIES, FORUMS TO DRIVE ORGANIC TRAFFIC
BLOG COMMENTS
Seeding comments in the relevant blogs

25. EARNED MEDIA
SOCIAL MEDIA OUTREACH TO LEVERAGE ON THE SOCIAL SHARING AND SOCIAL
DISCOVERY
o Optimize the FB page with keywords
strategically
o Post Optimization- The first 18 characters of
each of Facebook posts serve as the
meta title and the meta description in
SERPs.
o Group creation, Add people to group
o Join new group, Group posting
o Group chat & group commenting
o Optimize Twitter Lists
o Improve visibility with
relevant/trending
#hashtags
o Submit Twitter
Account to Twitter
Directory
o Posting stuff relating to
trending News to drive
traffic to website
o Image Optimization
o Video Optimization
o Participation in various
active groups and
promoting our brand
o Using (*) and (#) to highlight
trending topic on Google
search
o Online sentiment analysis
o Synchronization of Google
plus with Google places to
boost SEO activities
o Adding people to connections
o Will create groups in LinkedIn with
different
o categories
o Join groups on LinkedIn
o Participate in group’s conversation
o Creating different
boards according to
category; creating
different types of
pins ; sharing pins in
respective boards
o Promote our most
popular boards
according to
trending topics/news
o Invite followers to
contribute to our
boards
CONTENTS
MEDIA MASH,
SPORTS,
POLITICAL NEWS,
RELIGIOUS NEWS,
FESTIVALS NEWS
UPDATES,
GADGETS,
TECHNOLOGY/
AUTOMOBILES,
HOLLYWOOD ETC

26. EARNED MEDIA
GUEST BLOGGING ON THE IMPORTANT TOPICS
LEVERAGING ON THE POPULARITY AND HUGE SOCIAL PRESENCE OF PROMINENT BLOGGERS, THINKERS THROUGH
GUEST COLUMN / GUEST BLOG TO GET INCREMENTAL TRAFFIC

27. ALLTOP
Creating entries on current
trending and interesting
topics
REDDIT
Posting content on relevant
communities to get
incremental reach
QUORA
Follow stories, influencers,
posting questions, answers
with content links to engage
with the users
INBOUND
Infographics, Reading
material for marketers,
research papers, reports can
be seeded here
EARNED MEDIA
EXTENDING THE DIGITAL PRESENCE THROUGH FREE CONTENT DISTRIBUTION
CHANNELS
SLIDE SHARE
Creating repository of topics
which require in-depth
understanding
YAHOO ANSWERS
Contributing to the relevant
posts with reference content
link
GLOBE OF BLOGS,
BLOGRAMA
Registering guest blog links to
reach a wider audience
RSS FEED DIRECTORY
Submitting content links to
RSS feed directory to reach
to a wider audience based
on topics, subjects, trending
stories

28. SUSTAINED SEEDING
Long term association with influencer to amplify
and seed content on a regular basis – using their
social platforms as entry points to yield
incremental traffic
Driven by a central Theme
Multiple conversation
themes, Simple questions
and answer based activities
Exclusive Content,
gratification, user
generated stories
TWEET BLAST - IMPACT
To initiate and drive conversation, to amplify hero
stories – trendifying topical content based #tags
Important days will be
identified to leverage on
ongoing event euphoria
Optimization on the basis of Time, Duration, Conversation themes, Participation ideas for maximum
impact
EARNED MEDIA
INFLUENCER LED TWITTER ACTIVITY TO SEED CONTENT ORGANICALLY

29. DATA DRIVEN INSIGHTS TO ENABLE INFORMED
DECISIONS
WITH DATA AS AN ENGINE TO CONSTANTLY
MONITOR AS WELL AS TAKING INFORMED
DECISIONS TO OPTIMIZE THE OUTCOME
3DATA AS AN
ENGINE

30. ANALYTICS
DASHBOARD – LOYALTY METRICS
LOYALTY METRICS TO PLOT NEW VS RETURNING VISITORS WITH SOURCE AND MEDIUM WISE DISTRIBUTION TO IDENTIFY AND
OPTIMIZE THE CONTENT DISTRIBUTION IN THE MOST EFFECTIVE WAY POSSIBLE

31. ANALYTICS
DASHBOARD – PAGE WISE PERFORMANCE
EXTENSIVE USE OF UTM CODES EMBEDDED WITH EACH AND EVERY CONTENT PIECES’ URL AND MAPPING THE SAME ON
WEBMASTER ANALYTICS TO UNDERSTAND THE CONTENT PERFORMANCE

32. ANALYTICS
DASHBOARD – LOCATION WISE PERFORMANCE
LOCATION WISE DATA TO MONITOR SENTIMENT AND PATTERN OF CONSUMPTION TO LOCALIZE CONTENT AND OPTIMIZE BETTER

33. ANALYTICS
DASHBOARD – DEVICE WISE LOYALTY METRICS
LAYERING THE LOYALTY METRICS WITH DEVICE WISE DATA TO IDENTIFY AND OPTIMIZE THE EFFECTIVE ENTRY POINTS

34. ANALYTICS
DASHBOARD – CONVERSION FUNNEL
SETTING UP GOALS (NEWSLETTER SUBSCRIPTION, SOCIAL SHARING, SMS ALERT ETC.) AND MAPPING THE SAME WITH ENTRY
POINTS TO IDENTIFY PAGE ENTRY POINTS, A DEEPER VIEW OF THE GOAL LOCATION AND STEP PRIOR TO IT - THUS USING
THE DATA TO FIND OUT WHICH PIECES OF CONTENT DRIVE OR LEAD TO CONVERSIONS

35. ANALYTICS
DASHBOARD – EXIT AND CONVERSION DRIVERS
IDENTIFYING THE HERO CONTENT PIECES THAT HAVE LOWEST EXIT RATE AND PAGES THAT DRIVE THE HIGHEST
CONVERSION RATE TO QUALITATIVELY ANALYZE TREND, DRIVERS

36. ANALYTICS
DASHBOARD – INTERNAL SEARCHES
IDENTIFYING EXACT KEYWORDS USED IN INTERNAL SEARCHES THAT HAS TAKEN PLACE ON THE SITE TO UNDERSTAND THE INTENT
AND EXPECTATIONS AND OPTIMIZING THE SAME FOR SUPERIOR USER EXPERIENCE

37. ANALYTICS
DASHBOARD – DEVICE WISE PERFORMANCE
UNDERSTANDING HOW MUCH TIME VISITORS ARE SPENDING WITH BREAKDOWN OF TRAFFIC, ENGAGEMENT, CONVERSIONS TO
DETERMINE HOW INDIVIDUAL CONTENT PIECES ARE PERFORMING ACROSS DEVICES – THEREFORE LEVELING UP ANY DISCREPANCIES

38. ANALYTICS
DASHBOARD – LOAD TIME AND BOUNCE RATE
MONITORING THE PAGE LOAD TIME AND BOUNCE RATE AND IDENTIFYING THE LOOP HOLES THAT ARE HOLDING ARE PAGES BACK –
SO THAT THE ISSUES CAN BE FIXED

39. ANALYTICS
DASHBOARD – TRAFFIC PERFORMANCE BY SOURCES
FINDING OUT THE TRAFFIC SOURCES AND PAGES THAT ARE DRIVING THE MOST ENGAGEMENTS AND CONVERSIONS – THUS
SCALING UP THE EFFORTS THAT ARE DRIVING THE EFFORTS AND SCALING BACK ON THOSE THAT AREN’T

40. ANALYTICS
DASHBOARD – BEHAVIOR FLOW OF THE VISITORS
DETERMINING THE WAY EACH CONTENT AFFECTS INTERACTION, WHICH PAGES DRIVE MOST EXITS AND
HOW USER NAVIGATE THE SITE – THUS OPTIMIZING FUNNEL PERFORMANCE

41. ANALYTICS
DASHBOARD – AUDIENCE DYNAMICS
UNDERSTANDING THE AUDIENCE DYNAMICS AND THE WAY THEY BEHAVE

42. ANALYTICS
SOCIAL PAGE INSIGHTS
SOCIAL PROFILING OF TGS BUILT ON SOCIAL INSIGHTS TO UNDERSTAND THE RESPONSES BETTER AND
MAPPING THE SAME WITH PAGE ANALYTICS

43. ANALYTICS
TREND ANALYSIS
TREND ANALYSIS OF TOPICS, KEYWORDS TO UNDERSTAND THE PATTERN AND BUZZ – THEREFORE
USING THE SAME TO OPTIMIZE THE CONTENT BETTER
SOCIAL LISTENING YOUTUBE TRENDS GOOGLE TRENDS

44. PHASE WISE ROADMAP AND STEP UP
STEP UP IMPLEMENTATION TO JOIN ALL
THE DOTS TOGETHER AND MAKING IT
COME ALIVE
4PLANNING AND
IMPLEMENTATION

45. TRAFFIC GROWTH
ESTIMATED TRAFFIC GROWTH
STAGES PHASE 1
Getting the house in order
CONTENT CREATION
MONTH 1 MONTH 2 MONTH 3
PHASE 2
Reaching the Hindi news audience –
external to Dainik Bhaskar
MONTH 1 MONTH 2 MONTH 3 MONTH 4
PHASE 3
Externalising DB content assets
MONTH 1 MONTH 2 MONTH 3
Content development and production through research, trend analysis and learnings from content analysis and page
analytics
OWNED & EARNED MEDIA
PUSH
Implementations of social
plug-ins, SEO
Browser Plug-in development, Link Building, Broken link building, asset optimisation
PAID MEDIA PUSH
Social Ads, News
Summary
Guest Blogging, Online communities,
Social Media Outreach, Free content
distribution, Influencer Activity
Action Based buys, Paid
distribution
REVIEW AND EVALUATION REVIEW AND EVALUATION

46. ACTIVITY BY NUMBERS
ACTIVITIES THAT WE NEED TO DO
BLOGGING
Creating blogs with English
tagged words. As it’s a Hindi portal
but people will be searching in
English
Minimum 500 in a Month
VIDEO PROMOTION
Video promotion of
different platforms
As many platforms we
find
LOCALIZATION OF CONTENT
Creating separate blogs for
state and city & sharing to
other sites with English tagged
words
Minimum 500 in a Month
BLOG
COMMENTING
Minimum 1,000 in a
Month
FORUM Q&A
POSTING
Minimum 500 in
a Month
GUEST POSTING
Submitting guest post to
high traffic website
Minimum 100 in a Month
RE – PUBLISH NEWS
Re-‐publish news
with highly
searchable Title.
Every News
LINK BAITING AND
INCOMING LINKS
As many platforms
we find
PPT AND PDF
SHARING
Minimum 1,000
in a Month
GUEST
BLOGGING
100 in a
Month
CONTENT
AGGREGATORS
Submitting content to
Aggregator Sites.
500 in a Month
HARO QUERY
Answering to
HARO query
As many as we
find
PINGING
BLOGS
700 in a
Month
COMMON QUESTIONS
Answers to common
questions people ask
about news or Hot topic
As many as we find
INVITING GUEST
BLOGGERS
As many
platforms we find
BLOGGING
COMMUNITY
Joining a blogging
community
As many as we find
HOT TOPICS
Create a question
or comment on
hot topics
As many as much
we can

47. TRAFFIC GROWTH
ESTIMATED TRAFFIC GROWTH
12.8 14.3 16.2 18.3 21.4 25.1 29.3 35.2 42.2 51.9
0.9
1.1
1.3
2.2
2.6
3.0
4.4
5.3
7.6
9.3
3.0
3.0
3.0
3.0
3.0
3.0
3.0
3.0
3.0
3.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Organic Traffic Organic Push Paid Push
TOTAL
TRAFFIC
16.7 MN
TOTAL
TRAFFIC
18.5 MN
TOTAL
TRAFFIC
20.5 MN
TOTAL
TRAFFIC
23.5 MN
TOTAL
TRAFFIC
27 MN
TOTAL
TRAFFIC
31.1 MN
TOTAL
TRAFFIC
36.7 MN
TOTAL
TRAFFIC
43.5 MN
TOTAL
TRAFFIC
52.8 MN
TOTAL
TRAFFIC
64.3 MN
7%
Increase
8%
Increase
12%
Increase
15%
Increase
18%
Increase
*Paid Promotion will be need based and currently kept at 3 MN per month

48. CAMPAIGN STRUCTURE
SUGGESTED ACTIVATION MODEL
A mix of foundation and
always on activities, with more
effective distributions
With the foundation and always on
communication in place, we aim to drive
more consumers into the brand
ecosystem with trigger campaigns, paid
distribution
Establish always on engagement &
conversion and organic distribution and
seeding
Start with conversion first, making sure
that the foundation assets are in place
online & offline
PAID DISTRIBUTION
ORGANIC SEEDING
FOUNDATION
ALWAYS ON

49. CAMPAIGN STRUCTURE
SUGGESTED EVALUATION MODEL

50. TEAM
SUGGESTED TEAM STRUCTURE
ACCOUNT DIRECTOR
Interfacing with the client, looking after the overall project, project implementations
GROUP HEAD –
SERVICING
Inter-department
delivery management,
coordinating with the
client on day-to-day
activity
MANAGER –
SERVICING
Managing all the
function at a micro
level/ activity level
PROJECT MANAGER
Organic Content Distribution Management,
Content Distribution strategy and Strategic
Alliances
TEAM LEAD
Distribution
Management and
Implementations,
Strategy
Implementation
JR. EXECUTIVE JR. EXECUTIVE
GROUP HEAD –
PLANNING
Paid Media distribution
Strategy, Strategic
Alliances with media
partners
MANAGER – PLANNER
Paid Distribution
planning, Media buying
EXECUTIVE – PLANNER
Plan implementation,
Vendor Management
SR. MANAGER – ANALYTICS
Data Management and Analysis,
Strategic Inputs and Implications
MANAGER – ANALYTICS
Data Management at the micro Level
EXECUTIVE – ANALYTICS
Day-to- Data management, Daily
reporting and Management
TEAM LEAD
Distribution
Management and
Implementations,
Strategy
Implementation
JR. EXECUTIVE JR. EXECUTIVE
JR. EXECUTIVE JR. EXECUTIVE
JR. EXECUTIVE JR. EXECUTIVE
Execution of
Content Strategy
and Organic
Distribution on a
day-to-day basis