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When Groupon India used Onion for Marketing | Case Study

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Groupon’s Indian website was recently crashed down by onions! Yes, the deal site offered onions at a discounted price online, when the prices of this most sought after and highly used vegetable increased more than 150% in recent months. The sudden traffic spike made the site crash temporarily. People in India consume more than 15 million tonnes of onions a year making it a highly used vegetable in almost all the meals.

The Groupon team came up with this idea to grab the consumer attention at a time when the price of a kilogram of onions in India went up to Rs.70 ($1.14) from less than Rs. 30 (45 cents).

They announced  a week long deal on Sep.5, and offered 1 kilogram of onions at 9 rupees (about $0.14) for 3,000 buyers for the next 7 days.

The sale of onions started at 1 pm everyday until 3000 kg of onions are sold for the day (most of the days it was sold out within an hour).  In seven days, more than 22 tonnes of onion were sold and home delivered free; across a huge country like India.

The idea was spot on and well executed. The ‘deal’ was promoted on various online marketing platforms, social media channels gaining them huge traffic increase, wide media coverage and more signups. Here’s an analysis detailing the entire story – how they grabbed the opportunity, the execution plan and the results – a good marketing case study indeed.

How To Use Your Old Content For New Content Generation

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If you run a business blog, one thing you will constantly struggle with is coming up with new and fresh content all the time. Sometimes new ideas won’t come easy and sometimes new ideas won’t come at all no matter how long you stare at your screen or sift through what the other contemporary bloggers in the industry are talking about.

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Running out of inspiration is not cause for depression. You may have a writer’s block for any number of reasons. The key is to keep the condition trivial and not make it the cause of producing inferior or unsuitable work.

As a blogger, it’s wise to have a process that you repeat each time you need to create new content. This includes a layout of places to look for ideas and inspiration, tricks to make the writing process go faster and ways to promote the content once it’s written. For inspiration and ideas for a new post, if you are completely stuck, one way to overcome the block is to revisit old content for new ideas.

How to Use your Old Content for New Ideas

1. The Same Post in a New Light

As a writer, with each piece of work you create, you evolve. So let’s say, 6 months ago, you wrote a blog post entitled “ How To Get Your Ex Back | A 10 Step-Approach”. The ideas and insights you shared with your readers back then reflect the writer you were 6 months ago. Since then, you probably read many more articles and literature about relationships and you have a different outlook on the whole subject or new ideas. If you rewrite that post, it will be significantly different because you evolved as a writer.

So you don’t know what to write for your readers today? Open your blog, take a piece of paper, look for an old post that catches your eye, write the title of that post on top of the piece of paper and just write what comes to your mind after that. The new post will be fresh and unique and great.

2. Do you Have a Spark File?

If you write a lot, you need to have what is known as a spark file. This is basically someplace where you jot down your ideas, incomplete or not, as they occur to you, store the work you’ve created so far and collect ideas and inspiration from the web and other bloggers. Believe it or not, sometimes your best work can come from incomplete ideas but for a spark file to work, you need to update it consistently.

If you don’t have one yet, create and maintain a document where you keep all your hunches. It can be a Google document. The latter is actually an even better option than keeping a traditional file on your desktop or a paper folder at home. You can access and update a Google document any time and from anywhere.

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9 Content Curation Sources You (Probably) Haven’t Thought Of

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This article skips the “What is Content Curation” part (there are 100s of articles dedicated to just that!) and goes straight to the resources that you can tap into to pull out the highest quality content that resonates with you and your audience.

Oh, and 1 thing before we get to the main dish: Even if you don’t like curating content, this article may still come in handy for when you are seeking new ideas, topics or angles for your own publications. So… Keep reading!

As a bonus, you’ll find a simple “online marketing schedule” that you can use to become a pro!

If you are want to know more about content marketing, check out this E-Guide Content Marketing Tips & Tricks.

Google

Google Alerts

Using Google Alerts is probably the easiest way to get your hands on highly relevant content based on keywords or topics. Basically, you will be notified whenever a new blog post, news article, or video about your desired topic hits the web. Talk about fresh, new stuff!

Google News

You can also keep things strictly to news. Google News is, if you want, like Google Alerts for news-specific industry-related stuff (both local and national). If you have a “News” section on your blog, it’s the perfect resource.

Pinterest

Contrarily to popular belief, it’s not a “women-only” website. It’s a resource full of high quality images.

“But what the hell am I gonna do with images!?”

Remember that infographics are images. Pinterest is full of them. That is something you can use in itself (by repinning it on your own account or by sharing it on your blog for example). Or if you want to dig deeper, you can go to the source page where the image is coming from, where you can find more information, or more stuff around a similar topic. (Also Read How to Successfully Market on Pinterest)

Twitter

Most people just follow other people. That’s cool. But if you want to uncover awesome content in your niche, you’ll have to start following hashtags and keywords as well. Okay, maybe “following” isn’t the correct technical word here, but you get the point. You need to track them, and follow the people and brands that use them.

Hootsuite or Tweetdeck may make the task easier.

Yes, it’s almost sad that most people don’t see Twitter as a source of valuable content; it truly is!

LinkedIn

LinkedIn is a great place to find industry-related news or blog posts. However, a lot of people just rely on the stuff that their network shares. That’s very limiting. You can join groups relevant to your industry and get connected with other professionals.  Remember, Linkedin is a platform for professionals, and the quality of content and ideas shared are much better than any other social network.

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Bing Webmaster Tools – A Quick Start Guide

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Bing Webmaster Tools is a set of free analytics tools provided by (you guessed it) Bing. It can help you by providing useful SEO suggestions, letting you know which keywords lead visitors to your site, and giving you topics that people are actively searching for so that you can expand your site to better serve them.

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Why Use Bing Webmaster Tools?

  • To check the performance of a website and its pages
  • To check how the changes you make on your website affect your traffic
  • To discover the channels through which your target audience is finding your website
  • To discover the changes that need to be made to grow and improve the traffic to your website
  • To get periodic information and reports on problems within your website that might compromise your website’s performance
  • To get a list of keyword phrases that your website has been ranked for
  • To get a list of keywords that you can write about in the future

Put in one sentence, Bing Webmaster Tools helps you to create content that people want to read about, allows you to optimize your website for increased search engine visibility and traffic, and provides you with a way to gather important information about your website to ensure the maintenance of a quality user experience at all times (Yeah, that was a long sentence!).

Getting Started with Bing Webmaster Tools

If you have ever used Google Webmaster Tools, Bing Webmaster Tools shouldn’t be too hard to get started with. Actually you should be fine even if it’s your first time with a webmaster tools suite.

1. To get started, you will need to sign in with a Microsoft account here: http://www.bing.com/toolbox/webmaster (if you don’t have one, sign up for one).

BWT

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