A sample content strategy I came up with for Shaadi Saga, which is one of India's premium wedding marketplaces.

1. Growth Hacks and
Content Optimization

2. Content Strategy

3. Index
• The 4 C’s of Effective Content
• Content Quality Guidelines
• Growth Hacks

4. The 4 C’s Of Effective Content

5. The Four C’s of Effective Content
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Content Research—Research is the backbone of effective content
and an increased emphasis needs to be paid in this regard.
Content Creation—Creating content that is engaging and
informative for users is imperative; therefore, it’s important that
the content you generate is designed to meet the expectations of
your readers.
Content Promotion—Creating stellar content is only half the battle won, you would also need to promote it
to reach the right kind of audience you are targeting. Effective content promotion is the lifeblood of a blog.
it’s vital that your content reaches the right audience, who are willing to consume and spread it further for
effective online penetration across networks.
Content Analytics—Keeping track of your content will help
you figure out what’s working and what’s not working;
thereby, helping you find out exactly what your audience is
finding useful and what they would like to read more of.

6. Leveraging tools such as Buzzsumo to find out what
works, what doesn’t.
Content Research: Critical Factors
Verifying user response.
What kind of content your audience shares and creating
more content around those topics.
Taking a cue from the top publishing platforms.
Example of 2 blog posts with combined user shares of 6.8K

7. A topic example which will encourage users to share their wedding
images and maybe win prizes which will result in added exposure
for Shaadisaga.
Create targeted content pieces
Content Creation: Content that Answers User Queries
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Content’s language is conversational and open
Easy to understand, engaging and informative
Create unique content around user queries
Content ideas based around user queries revolving around practical
information, humor and those directly asking for user participation
Practical information
Humor
Entails user participation

8. Helps you acquire new audience
Content Promotion: Why Promote
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Build momentum
Gives your content an edge over the competition
Promoting helps you reach your readers
Platforms which can be leveraged for content promotion
apart from directly reaching out to influencers.

9. Find out what’s working what’s not
Content Analytics: Tracking Measure of Success
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Engage more effectively with your audience
Deliver more of what the audience wants to explore
Track your content to verify user response
Track Blog content for greater penetration

10. Content Analytics: Top performing content
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Wedding Photography related topics have performed the best for Shaadisaga and
needs to be aggressively promoted across social media and among influencers for
even better brand penetration.

11. Content Quality Guidelines

12. Content Quality Guidelines
• Publish informative and unique content- Shaadi Saga is already producing strong original content and we need to
continue walking down that path.
• Use proper nouns- If a post generates a story that contains a named entity that other articles within the same
cluster (i.e. on the same topic) do not contain, this may be an indication that the source is capable of original
reporting.
• Headlines are Important - The headline should be indicative of the story at hand and contain meaningful keywords
without stuffing.
• First paragraph is Key- The first paragraph (Especially the first 150 characters) of an article should convey the who,
what, when, where, and why of the story in a few sentences.
• Use Optimized Photos- Use large images with good aspect ratios. Include descriptive captions. Place them near the
article title.
• Fresh Perspective- Analyze the topic from a unique angle and differentiate from what everyone else is writing
about.

13. Content Examples: Types of Posts Having High Engagement
Content that generates curiosity
Content about real couples and real feelings
Content that entertains or adds shock value
It has been seen that creating content that evokes curiosity, real
human emotions or shock value results in increased participation.

14. Content: The Theory Behind Great Content
• Current Events- Covering current topics such as latest incidents or findings increase the chances of being
crawled.
• Expert Commentary on Topics of Relevance- Expert commentary establishes authority. Conducting regular
interviews with photographers, makeup artists, planners and sharing their tips and tricks will add value to
the blog.
• Covering Hot Topics- Cover stories which the audience would like to read more about using tools to filter
out topics people are searching for.
• Content Relevancy to the topic being discussed- Stick tightly to the topic being discussed without going
astray.
• Original Content as opposed to Aggregated content- Aggregated content isn’t original and should be
avoided.
• Sticking to timelines- Timelines are important and the published content should be fresh and in-depth.

15. Content Ideas What can be included
Original market surveys
Conducting an original market survey on the wedding industry could result in increased
coverage as it would be an original story capable of being picked up by other sources.
Publishing stories with a fresh/different perspective
Come up with a unique angle on a major story doing the rounds. Adding a fresh
perspective will ensure that your story stands out.
Influencer Outreach
Industry leaders of high repute should be invited to write for the platform and offer
personal insights.
List based articles List based articles have been found to be a hit with readers.
Opinion polls Conduct regular opinion polls on issues directly or indirectly related to the wedding
industry.
Publishing Op-Eds
Op-Eds are an incredible way of attracting great talent on the platform. Invite people to
share their opinions to drive conversation with the audience.
Visual Storytelling Telling stories through images. For e.g. capture interesting shots of unexplored wedding
destinations and create a post around those images as part of a personal experience.
Video based storytelling
Millennials love to watch than read and creating video based stories with less text can
draw significant attention to the platform.
Examples: Content Ideas

16. Growth Hacks

17. User Engagement Ideas: HTML Based Interactive Infographics
Examples of HTML based
interactive Infographics with
huge potential for user
engagement.
A good example would be covering a topic such as “The evolution of
wedding and how it’s changed over the decades.”

18. User Engagement Ideas: Interactive Videos using Wirewax
An example of an Interactive video by Dulux. Very few brands are utilizing this powerful tool to drive their user
engagement efforts.

19. User Engagement Ideas: Increasing user engagement using Thinglink
Leveraging a platform like Thinglink, we can create interactive images which will result in increased user
interaction on the blog.

20. Thank You