Sandeepa’s Content Portfolio

As the sole content related decision maker on sandeepachetan.com I was in charge of –

  • Converting travel experiences into relatable, engaging and informative stories.
  • Deciding the number of posts that would be written and their topics, whether a cornerstone post or a comprehensive guide was needed and the length of each of these.
  • Promoting each post on social media.
  • Coming up with a suitable hashtag to bind together all the social media posts from one travel experience.
  • SEO of the posts.
  • Writing posts for clients that took care of their brief while staying true to the voice of sandeepachetan.com.

Client posts

Destination creation – Arunachal Tourism (Travel campaign)

Brief: Promote a cultural festival and create a new eco-tourism destination in Arunachal Pradesh.

Responsible rural tourism – The Green People (Travel Campaign)

Brief: Introduce the idea of travel without an itinerary to the urban population. Use tourism as a means to preserve local mountain grains.

Cleartrip (Backlink campaign)

Airtel (Brand awareness)

Brief – Organic and contextual mention of the brand. 11 posts written in a year-long campaign. Posts were spread across an assortment of categories –

Destination posts

Guides

Travel ideas and inspiration

Blogging life

Long-term travel into stories

Target was to generate engaging content and sufficient traffic from our 3-month travels in Kashmir, mostly to never heard of destinations.

Kashmir
  • 13 posts
  • One cornerstone long-format post – Guide for Offbeat travel to Kashmir.
  • This guide ranks among the top positions for SERPs for several keywords related to offbeat travel in Kashmir.
    Views – > 8000
    Average time spent – >5 minutes
  • The Amarnath yatra post ranks at the top of SERPs for several longtail keywords.
    Views – > 50k
    Average time spent – >7 minutes
    Comments – ~250
  • Helped more than a hundred travellers plan their trip to Kashmir.
  • Considering the sensitivity of the issue, created several people-oriented stories about the kids, the people and their hospitality.

Social media

#MissionGoodFood for FreshMenu

  • Brand aim: Increase engagement across social media channel, introduce Freshmenu’s association with “simple yet good” food.
  • This was a real-time social media campaign for Freshmenu.
  • The campaign was run on the brand’s Facebook and Twitter with photos, food review Live videos, chef interactions, market visits, boomerangs.
  • Followers on social media were asked for suggestions to eat and related contests were created.
  • Karwar fish market video.
  • A complimentary blog post “A food trip around South India: #MissionGoodFood was created just because we had a great time working with the brand.
  • Real-time social media campaign for Freshmenu.
  • Brand aim: Increase engagement across social media channel, introduce Freshmenu’s association with “simple yet good” food.
  • The campaign was run on the brand’s Facebook and Twitter with photos, food review Live videos, chef interactions, market visits, boomerangs.
  • Followers on social media were asked for suggestions to eat and related contests were created.
  • Karwar fish market video.
  • A complimentary blog post “A food trip around South India: #MissionGoodFood was created just because we had a great time working with the brand.

#ExploreWithSaffronStays

  • Invited to experience a heritage property in Rajasthan which was a new region for the brand.
  • The aim was to create engaging content which would appeal to the brand’s premium clientele. Create a brand association with this new region.
  • Created realtime posts on Facebook and Stories on Instagram.

Adapting strategies to stay true to the brand voice

  • As Instagram started dominating the travel blogging sphere I had to focus on bite-sized content to suit this platform.
  • Long format style wasn’t suited to the largely younger demographic on the platform.
  • I then changed the strategy. I used our slightly mature voice to our advantage by becoming mentors to travel aspirants.
  • I started a series #LongtermTravelWithSandeepaChetan, talking about the thought process behind our first long term travel instead of the travel itself.
  • For sure, our followers increased by a cool 10% making us relevant to a new demographic.

Creating an Instagram Story series to make a remote location fun and relatable

  • Travel to the Amazon rainforest sounds fun, but reading the details can get tedious because of the unfamiliar places.
  • I used Instagram Stories to create excitement visually, and retain engagement and curiosity with limited information.

#NeighbourhoodWalksWithSC

  • When the pandemic struck and travel halted it was important to send the message that leisure travel shouldn’t be undertaken.
  • I created a hashtag #NeighbourhoodWalksWithSC on Instagram to talk about random interactions with strangers.
  • The message was conveyed by emphasising that these interactions are the most special part of travelling.
  • Since it was not possible to have these, it was best to wait it out.

SEO win

  • A guide to visiting the majestic Dudhsagar waterfalls in Goa has one of the highest traffic on the website. It started off as a narration of a unique travel experience.
  • A year after it was published, this experience was banned and traffic slumped.
  • I then modified the post and made it into a complete guide to experience the waterfalls, expanding from 1500 words to over 4500 words.
  • Today, this blog post gets over 100 visits a day.
  • I have managed to monetise this traffic by tying up with a local operator and offering bookings through Whatsapp.
  • Many of these visitors have become repeat customers for the travel planning service that I provide through the website.

Freelance writing

Firstpost

Maharashtra Times

  • This is the largest selling Marathi newspaper.
  • Wrote a 55-part series titled “Round the World” which ran for over 2 years.

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