REPORT ON

“A STUDY ON DIGITAL MARKETING ANALYSIS”

By: Arunima Bhandari

Enrollment Number: 08861101722

A report submitted in partial fulfillment of the requirements of

Bachelors of Business Administration,

Faculty Guide: Company Guide:

Mr. Manish Sharma Mr. Krishna Karki

Designation: Assistant Professor

Maharaja Agrasen Institute of Management Studies Affiliated to

Guru Gobind Singh Indraprastha University, Delhi

PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086, India

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 Student Declaration

This is to certify that I have completed the Summer Training Report entitled Marketing under the
guidance of Dr. Manish Sharma toward partial fulfillment of the requirement for the award of the
Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies,
Delhi. This is an original piece of work and I have not submitted it earlier elsewhere

(Signature)
Name of the Student: ……………………
University Enrolment No: …………….
Program: ………………………………….
Batch: …………………………………….
Date: …………………………………….

COUNTERSIGNED BY:
(Signature)
Name of Internal Faculty Guide: ……………………
Designation: ……………………………….
Date: ……………………………

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 TABLE OF CONTENTS

Table of Contents
Contents Page No.

Student Declaration (i)

Training Certificate (ii)

Acknowledgement (iii)

Executive Summary (iv)

Chapter 1 – Introduction xxx – xxx

Chapter 2 – Company Profile xxx – xxx

 Vision & Mission
 Objectives
 Values
 About the company
 Best practices of the company
 Systems, Processes, procedures and policies of a company/industry in the
functional areas of internship
 Any other details (if any)
Chapter 3 – Data Analysis and Interpretation/ Learnings xxx – xxx
from Training
 Nature & Description of the Internship
 Details of the functional areas of your training (Provide details of the
functional areas of your training and correlate it with a few theoretical
concepts taught in classroom to real life work and life scenarios)
 Specific responsibilities of the job / Tasks assigned
 Overview of internship experience (Also mention Achievements &
Challenges)
 Skills learned during the internship
 Areas and Scope of Improvement and recommendations that may be
incorporated
Chapter 4 – Conclusions and Suggestions xxx – xxx

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Bibliography

Annexures
 This section will contain your contributions to the organisation, like posts,
ads, snapshots of activities, etc.
 You can also mention about the meetings you attended.
 Any certificates or recognitions from the Company could be mentioned.

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5
 ACKNOWLEDGEMENT

Guidance, inspiration and motivation have always played a key role in the success of any venture. I
would like to pay my sincere regards to all those who guided me in my project work.
I express my sincere thanks to Krishi Jagran who gave me the opportunity to work on my Summer
Training project. I also express my sincere thanks to the industry supervisor, Mr. Krishna Karki, for all
the valuable guidance and support extended to me during my summer training. I would like to avail
this opportunity to pay my sincere gratitude and regards to Prof. Dr. Rajni. Malhotra Dhingra, Director
and Dr. Manoj Kumar, HOD, Business Administration, Maharaja Agrasen Institute of Management
Studies for providing me such a wonderful opportunity to widen the horizons of my knowledge. I
would also like to express my heartfelt thanks to my Project Guide Dr. Manish Sharma for giving his
support, guidance and encouragement throughout the project work. Last but not the least I would like
to thank my parents, family and friends who have directly or indirectly contributed in making this
project a success.

Name of the Student: ……………………

University Enrolment No: ……………………
Program & Section: …………………………
Batch: ……………………

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7
 Executive Summary

This report summarizes my summer training internship Krishi Jagran, India’s largest circulated rural
agricultural magazine since 1996 that is an exclusive platform for sharing knowledge with farmers,
scientists, business groups, and administration for better rural India. The primary focus of my
internship was on Digital Marketing Analysis, which involved evaluating the company’s methods of
promotion and marketing through digital methods.
During my internship, I undertook various tasks that included content creation, content analysis,
market research, providing suggestions to the social media team, etc. I utilized tools such as Google
Analytics and Canva.
Key findings from my analysis revealed that Krishi Jagran has experienced significant growth in user
engagement, traffic and conversions. My recommendations focused on optimizing marketing
strategies, to reduce inefficiencies, and exploring new strategies.
Through this internship, I gained practical experience in digital marketing and a deeper understanding
of the campaign strategies and content optimization techniques. The skills and insights developed
during this period will be invaluable. Overall, the internship at Krishi Jagran provided a
comprehensive learning experience that combined theory with real-world application.

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 Chapter 1: Introduction to Study

1. Objective, Scope and Limitation of the Study

1.1. Objective of the Study:

The primary objectives of the Digital and Content Marketing Internship at Krishi Jagran are as
follows:
1. Gain hands-on experience in various digital marketing strategies, including search engine
optimization (SEO), social media marketing (SMM), email marketing, and content strategy.
2. Contribute to the content creation process by developing articles, blog posts, infographics, and
other multimedia content relevant to Krishi Jagran’s audience.
3. Conduct keyword research, optimize blog and article content, and help with on-page SEO
efforts for Krishi Jagran’s website.
4. Participate in brainstorming sessions, strategy discussions, and content creation meetings to
improve the overall digital presence of the brand.

1.2. Scope of the Study

1. Content Creation: Writing articles, blogs, and social media posts related to agriculture,
farming practices, crop management, agricultural technology, and rural development.
2. Collaboration and Feedback: Actively participating in team meetings to share ideas,
feedback, and observations about content strategies, marketing efforts, and audience
engagement.
3. Learning and Development: Receiving mentorship and feedback from senior team members,
enabling professional growth and skill development in digital marketing.

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1.3. Limitations of the Study

1. Limited exposure to the broader strategic planning processes or high-level decision-making

involved in major marketing campaigns as an intern.
2. Limited access to critical data sets and proprietary software that the full-time team members
use.

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 CHAPTER 2: COMPANY PROFILE

Information Table:

Company Name Krishi Jagran

Corporate Identification Number U74300DL2020PTC361345
Registration Number 361345
Company Category Company limited by shares
Company Sub Category Non-Govt Company
Class of Company Private
Date of Incorporation 4th February, 2020
Age of Company 4 years, 9 months
Authorized Share Capital ₹10,00,000
Paid Up Capital ₹1,00,000
Listing Status Unlisted
Directors
1. Dominic Mezhukanal Cherian

2. Shiny Dominic

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 About Krishi Jagran

Krishi Jagran is a magazine dedicated exclusively to agriculture- it is one of the leading agricultural
news platforms in India, providing valuable information and insights for farmers, agricultural
professionals, and rural communities. The platform's content covers a wide range of topics that cater
to the needs of farmers, agribusinesses, government agencies, and others involved in the agricultural
supply chain.
It is published in 12 Indian regional languages—Hindi, Punjabi, Gujarati, Marathi, Kannada, Telugu,
Bengali, Assamese, Odia, Tamil, Malayalam and English (published as Agriculture World), across 23
editions, covering 22 states of the country. LIMCA BOOK of RECORDS, honored KJ for its
commitment to excellence in numerous editions and extensive circulation in 2016.
Krishi Jagran covers a wide variety of topics to serve the agricultural sector, including:
1. Crop Management:
 Techniques and tips for better crop yields, pest control, and organic farming.
 Information on weather forecasts, soil health, irrigation practices, and crop diseases.
2. Technology and Innovation:
 Advancements in agricultural technology, machinery, and tools that can help farmers
increase productivity and efficiency.
 Discussions around agri-tech startups, innovative farming practices, and smart farming

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 solutions like drone technology, AI, and IoT in agriculture.

3. Market Trends and Analysis:

 Real-time updates on market prices for various crops, agricultural commodities, and
livestock.
 Analysis of trends in the agricultural supply chain and consumer demand, both
domestically and internationally.
4. Government Policies and Schemes:
 Information on government schemes, subsidies, and loans available to farmers.
 Updates on agricultural policies, regulations, and reforms that impact the farming
community.
5. Sustainability and Rural Development:
 Focus on sustainable farming practices, conservation efforts, and climate change
impact on agriculture.
 Insights on rural development programs aimed at improving infrastructure, livelihood,
and education in farming communities.
6. Health and Nutrition:
 Information about food security, crop nutrition, and farmer health.
 Discussion on the role of agriculture in addressing India’s nutritional needs, with an
emphasis on food safety and organic farming.
7. Training and Education:
 Articles and online resources aimed at educating farmers about best practices in
agriculture, pest management, financial planning, and marketing.
 Webinars, workshops, and knowledge-sharing initiatives to build a skilled farming
community.

2.1. Krishi Jagran platforms:

1. Krishi Jagran Website:
 The website is a comprehensive platform offering news, articles, reports, and expert
opinions on all matters related to agriculture. It is one of the most visited agricultural
information websites in India.
 The website is regularly updated with the latest news, farming tips, market analysis,

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 and success stories from across the country.

2. Krishi Jagran App:

 A mobile app that brings the latest agricultural news, weather updates, market prices,
and farming advice directly to users' smartphones. It’s designed to reach rural areas
where access to information may be limited.
3. Krishi Jagran Magazine:
 A monthly print publication that delivers in-depth articles, interviews, and stories about
agriculture, technology, and rural development. The magazine is widely read by
farmers, agricultural entrepreneurs, and government officials.
4. Social Media Platforms:
 Krishi Jagran is active on multiple social media platforms like Facebook, Twitter,
Instagram, and YouTube, where it shares real-time updates, videos, farming tutorials,
and success stories to engage with a large audience of farmers and rural youth.

2.2. Target Audience

Krishi Jagran’s content is primarily targeted at:
 Farmers: Small, medium, and large-scale farmers across India, from rural to semi-urban
regions.
 Agricultural Professionals: Experts, agronomists, agricultural scientists, and consultants.
 Agri-Businesses: Companies, startups, and entrepreneurs involved in the agricultural value
chain, including input suppliers, machinery manufacturers, and processors.
 Government Agencies and NGOs: Organizations working on agricultural policies, rural
development, and farmer welfare programs.
 Students and Researchers: Individuals pursuing studies or research in agricultural sciences
and rural development.

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 2.3. Vision, Mission and Objectives of the company

2.3.1 Vision

It describes where an organization wants to be someday. It's a long-term, inspirational idea of

what they hope to achieve. Krishi Jagran’s vision is as follows:

 To educate the Indian farmers about the progress that agriculture is witnessing in India and to
make them aware of using the modern technologies and products in the farm.
 Serve as a responsible interface between the industry and the Government and also between
the Industry and Research Institutions/Farming Community and NGOs.
 To support the use of agrochemicals in a judicious way and also to promote organic farming
for sustainable agriculture.

2.3.2 Mission

It explains what an organization does in present, how it works, and why it exists. It focuses on
the actions the organization is taking to reach its vision. Krishi Jagran’s mission is as follows:

 To connect the farmers with experts in research, technological advancement in agriculture and
allied sector.
 To act as a platform for the dissemination of knowledge for the betterment of agriculture and
allied sectors.
 To contribute for the development of agriculture and allied sector by introducing them to
various schemes and polices through Krishi Jagran network.

2.3.3 Objectives:

The objectives of a company are the goals or targets it wants to achieve in the short, medium,
and long term. These objectives help guide the company's actions and decision-making. Krishi
Jagran’s objectives are as follows:

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1. Educating Farmers:

 Objective: To provide knowledge and information to farmers about modern farming

techniques, new agricultural technologies, pest control methods, and crop management.

2. Increasing Awareness of Government Policies:

 Objective: To inform farmers about government schemes, subsidies, and policies that
can benefit them.

3. Promoting Sustainable Farming Practices:

 Objective: To encourage eco-friendly farming methods that conserve natural resources

and ensure long-term soil and crop health.

4. Building a Community of Farmers:

 Objective: To create a platform for farmers to share experiences, challenges, and

solutions. This could be through its magazine, online portals, and other media.

5. Providing Market Information:

 Objective: To keep farmers informed about market trends, crop prices, and supply-
demand conditions in different regions.

6. Expanding Digital Presence:

 Objective: To expand its digital platform (website, apps, and social media) to reach
more tech-savvy, young, and urban farmers.

7. Supporting Agricultural Innovation:

 Objective: To highlight innovations and breakthroughs in agriculture, such as new crop

varieties, machinery, and farming technologies.

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 2.4. Krishi Jagran Competitors:

1. Agriculture Today

 Overview: Agriculture Today is a well-established print magazine and online platform that
covers various aspects of agriculture in India. It publishes news, articles, research reports, case
studies, and interviews with industry experts.
 Competitor Strengths:
 Offers insights into farm technology, best practices, and agri-business trends.
 Strong print presence and authoritative publications.
 Provides in-depth reports and research-based content.

2. AgroIndia
 Overview: AgroIndia is a leading Indian agricultural news and media platform that offers
information on farming, crop production, agro-technologies, and machinery. It is widely read
by agricultural professionals, government officials, and industry stakeholders.
 Competitor Strengths:
 Focuses on both traditional and modern agricultural practices.
 Offers news, expert advice, and product information for farmers.
 Strong presence in rural markets.

3. Kisan Network

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 Overview: Kisan Network is a digital platform that connects farmers with suppliers, experts,
and buyers. The platform provides information on agricultural best practices, crop
management, market prices, and a direct marketplace for farm produce.
 Competitor Strengths:

 Strong mobile-first platform designed for farmers in rural India.

 Offers a direct marketplace for buying and selling farm produce.
 Provides farm advisory services and expert guidance.
 Focus on digital innovation and technology in agriculture.

4. AgriBusiness Global

 Overview: AgriBusiness Global is an international platform focusing on agricultural business

news, trends, and insights. While it has a broader global scope, it provides in-depth coverage
of agricultural technology, markets, and innovations, catering to farmers, agribusinesses, and
industry professionals worldwide.

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 Competitor Strengths:

 Offers comprehensive coverage of the international agricultural market, trends, and

innovations, making it valuable for both local and global agribusinesses.
 Provides extensive content for the agribusiness sector, covering everything from crop
protection to agri-tech innovations.
 Publishes detailed market analysis, industry reports, and expert commentary on
emerging trends and technologies in the agriculture sector.

5. AgriFarming

 Overview: AgriFarming is an online platform that offers a wide range of articles and resources
on various farming techniques, crop cultivation, pest control, and animal husbandry. It
provides practical advice and guides to help farmers improve their agricultural practices.
 Competitor Strengths:

 Provides straightforward, actionable advice on improving farm productivity, from crop

cultivation to pest management.
 Covers a broad spectrum of agricultural topics, including both crop and livestock
farming, making it a one-stop resource for farmers.
 Offers in-depth, easy-to-follow guides for farmers to implement new techniques and
improve their farming operations.

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 2.5. Swot Analysis:

Strengths:

1. Established Brand: Krishi Jagran has built a strong brand reputation in the Indian agricultural
sector over the years. Its name is synonymous with reliable agricultural information and
support for farmers.
2. Wide Reach: With a presence in multiple regional languages and a broad network across rural
India, Krishi Jagran has an extensive reach in a country with a large agricultural population.
3. Multimedia Platforms: It leverages various media platforms, including print (magazines),
digital (websites, mobile apps, and social media), and even TV (Krishi Jagran TV). This multi-
channel approach helps reach diverse audiences.
4. Content and Knowledge: Krishi Jagran offers valuable content ranging from crop
management, new agricultural technologies, government schemes, weather forecasts, and
market prices, which empowers farmers to make informed decisions.
5. Language Accessibility: The magazine is available in multiple regional languages, making it
accessible to farmers across different states in India.

Weakness:

1. Advertising-Driven Revenue Model: Much of Krishi Jagran's revenue comes from

advertisements, especially from agricultural companies. This reliance on ad revenue
may make the platform vulnerable to shifts in advertising budgets or market trends.
2. Niche Audience: While Krishi Jagran is highly popular in the agricultural community,
its content may not attract a broader audience beyond farmers, which could limit its
potential for expansion.
3. Inconsistent Access to Technology: Many farmers, especially in rural areas, still have
limited access to smartphones, the internet, and other technological resources.
Although Krishi Jagran has made strides in digital media, not all of its target audience
can access online content easily. This creates a barrier to effective knowledge
dissemination, especially with younger, more tech-savvy farmers.

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Opportunities:

1. Collaboration with Government and NGOs: By partnering with government agencies and
non-governmental organizations, Krishi Jagran can play a larger role in disseminating
information about government schemes, policies, and initiatives designed for farmers' welfare.
2. Growing Digital Audience: With the rise of internet usage and mobile phones in rural India,
Krishi Jagran has the opportunity to expand its digital platforms (website, mobile apps, social
media) and reach more young farmers, tech-savvy individuals, and urban agricultural
enthusiasts.
3. Expansion into Other Agricultural Segments: Krishi Jagran could expand its coverage to
include other segments of agriculture such as organic farming, urban agriculture, and agro-
tourism, which are gaining popularity.
4. Expanding to Agricultural Tourism: Krishi Jagran can explore the emerging trend of
agricultural tourism (Agri-tourism). By promoting farming experiences and rural tourism, it
could create content and services that connect urban populations with rural farms, enhancing
brand visibility and creating new revenue streams
5. Smart Farming and IoT Integration: The Internet of Things (IoT) and smart farming are
rapidly transforming the agricultural industry. Krishi Jagran can capitalize on this by creating
content related to IoT devices (like smart sensors for soil moisture, weather stations, and
automated irrigation systems) and how they can help farmers increase productivity and reduce
costs.

Threats:

1. Competition from Other Digital Platforms: Other digital agricultural platforms, apps, and
websites are emerging, offering real-time data, weather forecasts, and advice. These platforms
are attracting younger, tech-savvy farmers who may prefer faster, more interactive
information.

2. Changes in Farmer Preferences: As the farming community evolves and more farmers adopt
digital technologies, traditional print media may lose relevance, especially among younger

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 farmers who prefer information through mobile phones or online platforms.

2.6 Krishi Jagran demographic analysis

Figure 1: Age distribution of people who view Krishi Jagran

The above bar graph shows the age ranges that visit Krishi Jagran’s website, with the highest being 24.64%
from 25-34 years followed by 18.49% in 18-24, 16.28% in 55-64, 15.75% in 65+, 12.72% in in 45-54 and 12.13%
in 35-44 years age group. Since India is an agrarian economy with majority of rural population being involved
with agriculture, the highest age group visitors are 25-34.

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Figure 2 Gender distribution of people who view Krishi Jagran

The above figure shows the percentage of male and female viewers of Krishi Jagran’s website. Since majority
of the people associated with agriculture are male, hence, there are more male viewers than female viewers.

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Figure 3 Marketing Channel Distribution

The above bar graph shows the ways through which Krishi Jagran gets traffic on their website organically, i.e.,
without any paid promotion. As we can see, the top traffic source to krishijagran.com is Organic Search traffic,
driving 74.54% of desktop visits and Direct is the 2nd with 21.22% of traffic.

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 Chapter 3: DATA ANALYSIS AND LEARNINGS FROM
THE INTERNSHIP

3.1. Nature & Description of the Internship

Intern position: Digital and Content Marketing Intern
Description: The internship involved assisting with the creation, execution, and analysis of
online marketing strategies designed to increase brand visibility, engagement, and conversions
using the following:
 SEO (Search Engine Optimization) and SEM (Search Engine Marketing): Learning to
use SEO tools like Google Analytics to research keywords, optimize content, and track
performance and assisting with audits of the website or blog to identify areas for SEO
improvement.
 Collaboration and Learning: Working with other teams, such as product marketing, sales, or
graphic design, to ensure that digital marketing efforts align with overall business goals.
 Campaign Strategy and Execution: Conducting market research to understand the target
audience, competitors, and industry trends and helping in the planning and execution of digital
marketing campaigns.

3.2 Specific responsibilities of the job / Tasks assigned:

 Track campaign performance, identify the pitfalls, and provide suggestions to the social media
team.
 Analyse LinkedIn Audience and create content to engage the audience.
 Content: Write captions for offline events and campaigns, help the content team identify agro-
business ideas, and prepare content to publish on the website and social media platforms.
 Rehash PR content provided by the agencies.

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 3.3 Details of the functional areas of my training:

During this internship, majority of my tasks were related to content creation and analyzing.
I wrote variety of content like:
1. Blog posts- There are various types of blog posts in the field of agriculture ranging
from blogs on health and lifestyle, industry news, agriculture technology,
Agribusinesses, success stories, etc. They are posted daily to engage in website traffic.
I wrote blogs on majority of these topics
2. Web Stories- Web stories are 6-7 slides that provide concise information on a
particular topic. They are quick and convenient to read, understand and to grab the
attention of a user when he/she is just browsing the website. I wrote various web
stories, for example, for World Cotton Day, World Coffee Day, World Bamboo Day,
Ganesh Chaturthi as well as on unconventional topics like disadvantages of eating too
much raisins, etc.
3. Infographics- I researched and wrote the content for infographics posted on LinkedIn.
I wrote the content for infographic on government schemes like Rainfed Area
Development Scheme.
4. Quiz- Quizzes are a fun way to engage users and make them pay attention to details
written in the article. I have researched and made quizzes on topics such as women
farmers day, world teachers’ day, etc
5. Wrote captions for banners held in the company- I wrote captions for the seminars,
also called chaupals, held in the company as well as for the MFOI, VVIF, Kisan Bharat
Yatra series and Samridh Kisan Utsav series

3.4 Things learned from the above work done:

2. Importance of keywords: Keywords are the words or phrases that people type into search
engines like Google when they're looking for something. In digital marketing, using the right
keywords in your content helps the content show up in search results when people search for
those terms. This means more people will find the content naturally/organically, without the
content writer having to pay for ads. The better choice and use keywords, the more likely the
content will appear at the top of search results, helping attract the right audience.

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 3. Content planning: Content planning involves creating a schedule of topics to post and when
to post it. It helps in making sure that the content aligns with the business goals and engages
target audience. It also ensures consistency, high quality content and that content is always on
time
4. Content analysis: Evaluating content to understand how it engages the user and what
improvement can be done to ensure it attracts even more users. It should support the business
goals and objectives.
5. Writing skills: Good writing skills are crucial to make good quality content that brings high
engagement and retains audience. It helps in conveying information in an effective, efficient
and persuasive way.

3.5 Focus of the Internship

1. Keyword optimization:
Keyword optimization is the process of researching, selecting, and strategically using relevant
keywords in your website content, blog posts, articles, or any form of online content to improve its
visibility and ranking on search engines like Google. The goal is to match the words or phrases that
people are most likely to search for with the content on your website or platform, making it more
discoverable by search engine users.

Importance of Keyword Optimization:

1. Increased Visibility: Using the right keywords ensures that the content becomes more likely
to appear in search engine results pages (SERPs) when people search for those terms. This
increases content visibility to a larger audience.
2. Targeted Traffic: Proper keyword optimization helps to attract users who are specifically
searching for what is offered, resulting in more relevant, high-quality traffic to your site. These
visitors are more likely to engage with the content, make purchases, or complete other desired
actions.
3. Improved Search Engine Ranking: Search engines use algorithms to evaluate how well a
piece of content answers a user's search query. Optimizing for keywords is one of the ways to
signal to search engines that the content is relevant and worthy of higher rankings.

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4. Competitive Advantage: By conducting thorough keyword research and targeting high-
traffic, low-competition keywords, one can be position himself above competitors in search
rankings. This is especially important in highly competitive industries.
5. Better User Experience: Keyword optimization is not just about pleasing search engines; it's
about creating content that meets the needs and expectations of the target audience. By
focusing on the right keywords, users are able to find the information or solutions they are
searching for.
6. Conversion Optimization: When one ranks higher for relevant keywords, he is more likely to
attract users who are ready to take action—whether it's making a purchase, signing up for a
newsletter, or downloading a resource. Keywords help guide these users through the buying or
conversion funnel.
7. Long-Term Benefits: Even though keyword optimization require ongoing effort, the benefits
of organic search rankings can be long-lasting. Over time, well-optimized content can continue
to generate traffic and conversions without the need for ongoing ad spend.

How I conducted keyword optimization

1. Understanding target audience: In order to understand what kind of keywords should
be used in content, I first studied the target audience to understand what will attract
them the most. The target audience includes the following:
 Farmers who may be looking for farming tips, crop management, weather
updates, etc.
 Agribusinesses interested in agricultural equipment, B2B services, etc.
 Government and NGOs focused on rural development policies, government
schemes, subsidies, etc.
 Agri-tech enthusiasts looking for technology solutions in agriculture
2. Analysing previous content: I looked into the previous content to comprehend what
type of content is to be written. The types of content were:
 Blogs and web stories related to health and lifestyle.
 Articles and posts related to agriculture. For example: web story on what crops
should be sown in a particular time period.
 Articles on agribusinesses and technological advancements related to
agriculture.
 Blogs and web stories on farming tips and tricks.

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  Blogs on weather updates.
 Articles on success stories of farmers.
 Articles on government schemes that benefit farmers
I came to the conclusion that a lot of diverse content is made at Krishi Jagran
which required extensive research on facts in order to be precise.
3. Using SEO checker tools: SEO checking tools are software platforms or online
services designed to help website owners, marketers, and SEO professionals analyze
and optimize websites to improve their search engine rankings. These tools scan
websites for various SEO-related factors, identify issues, and provide recommendations
to enhance the website’s search engine visibility, traffic, and overall performance.
They are also used in keyword optimization. I used seobility, which is an online SEO
checking tool for the following;
 Keyword Research: Seobility helped in identifying high-traffic, low-
competition keywords in my content. This helped me in understanding which
keywords my audience was searching for and how to incorporate them
effectively.
 Keyword Ranking Tracking: I used seobility to track Krishi Jagran’s
website’s keyword rankings over time, which allowed me to see if the targeted
keywords were improving or declining in search engine results pages (SERPs).
 Keyword Density Check: Some tools will check the frequency of targeted
keywords in your content, helping ensure you're not over- or under-optimizing.

4. Tracking content performance: I kept track of my content and checked the following
things:
 Organic traffic: I kept track of how many users were visiting the page
organically, i.e., without paying for my content to be advertised somewhere
through which traffic can come. This traffic is generated is free of cost. I used
Google Analytics to monitor spikes in traffic for specific keywords and the time
period with the highest and lowest traffic.
 Engagement metrics: I observed engagement metrics like page views, average
time on page and bounce rate to understand what type of content performs the
highest and what kind of performance performs the lowest.

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 5. Taking part in content planning meetings: I participated in content discussion
meetings and brainstorming sessions where I listened to and observed what kind of
content ideas others suggested as well as I also put forward my opinions and ideas.
6. Asking mentors and coworkers for advice: In order to make sure that my content
was not lacking in any aspect, I made sure to get it approved by my seniors first. They
gave me valuable feedback on what type of content to write and avoid as well as how I
could improve my writing skills.

2. Tracking content performance:

Tracking content performance refers to the process of monitoring and evaluating how well the
digital content is performing across various channels (websites, social media, emails, etc.). It
involves measuring key metrics that indicate the effectiveness of the content in achieving
business goals, such as engagement, conversions, traffic, and brand awareness.
Tracking content performance, is a way to identify what's working well and optimize the
content strategy for better results.

How I tracked content performance:

I used Google Analytics which is a free web analytics tool that helps in tracking and analyse
the website traffic. It provides in-depth insights into how users interact with the website, where
they come from, how long they stay, and which pages or content are the most engaging, etc. It
helps in making more data driven and informed decisions.

Here is a grid report for all my articles and blogs written:

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 This picture shows the following:

1. Views (Pageviews)

 A view (or pageview) in Google Analytics refers to each time a page on a website is loaded or
reloaded in the browser. This metric tracks how many times a specific piece of content, such as
a blog post, landing page, or product page, has been viewed by users.
 Usage in Tracking Content Performance: Pageviews help measure the popularity and reach
of the content. If a blog post has a high number of pageviews, it indicates that users are
engaging with the content by visiting it multiple times or after it’s been promoted.

2. Active Users

 Active Users are those who interact with your website or app during a specified time period.
In Google Analytics, you can track active users over different timeframes such as daily active
user, weekly active user, monthly active user, etc.
 Usage in Tracking Content Performance: Active users are a key indicator of engagement.
By tracking the number of active users, you can assess, how well it retains users over time. If
your content has high engagement, you should see a higher number of active users.

3. Views Per Active User

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 Views per Active User refers to the average number of pages viewed by each active user
during their visit to a site or app.
 Formula: It's calculated by dividing the total number of pageviews by the number of active
users.
 Usage in Tracking Content Performance: This gives an idea of how engaged each active
user is with the content. If there are high views per active user, it suggests that the content is
compelling enough to keep users browsing the site for multiple pages. Conversely, a low
views-per-user ratio might indicate that users are leaving the site quickly or not finding enough
content that interests them.

4. Average Engagement Time Per Active User

 Average Engagement Time is the amount of time users spend actively engaging with the
content, either on a website or in an app. Unlike traditional metrics like "time on page," which
only count when a page is loaded, engagement time measures actual interaction, such as
scrolling, clicking, or watching a video.
 Usage in Tracking Content Performance: This metric shows how much time users are
actively engaged with the content, providing a better measure of interest and interaction
compared to simple "time on page" or "session duration." Higher engagement time indicates
users are spending meaningful time with the content, which suggests it is resonating with them.

5. Event Count

 Event Count refers to the total number of times a specific event is triggered on a website or
app. An event is an interaction or action that is tracked separately from a pageview, such as
clicking a button, watching a video, submitting a form, or downloading a file. Events are
customizable and can track almost any user interaction.
 Usage in Tracking Content Performance: By tracking events, one can measure interactions
that are not part of the pageview, such as how often a visitor clicks on a specific link or
interacts with a video embedded in the content. This is important for understanding user
actions that contribute to engagement but aren't captured by traditional metrics

6. Key Events

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 Key Events are specific actions that one wants to track on his site because they reflect
significant user interactions. These events could include button clicks like ‘Download’, form
submissions, etc.
 Usage in Tracking Content Performance: Key events help to understand how users are
engaging with specific content features. For example: if a high percentage of users are clicking
on a "Learn More" button or video, you know that these elements are engaging.

3.6 Overview of internship experience (Also mention Achievements & Challenges)

My internship experience at Krishi Jagran has been an incredible and enriching journey that
has not only expanded my knowledge of digital marketing and content creation but also
deepened my understanding of the agricultural sector and its importance to rural communities
in India.

India being a country with most of its farmers being from the rural areas, it is crucial that they
have the proper farming knowledge to ensure that they are able to harvest foodgrains,
vegetables, fruits, etc. Agriculture isn’t merely confined to producing food, but rather is a
source of livelihood for lakhs of people in agricultural fields like horticulture (cultivation of
fruits, vegetables, flowers, and other plants for decoration or other uses), sericulture (farming
of silkworms to produce silk), pisciculture (breeding and raising of fish) and the many other
fields related to agriculture. My internship made me realize how diverse this sector is and how
much it has developed over time. It made me gain newfound respect for all the farmers in India
for working so hard for our sake.

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From the very beginning, I was welcomed into a supportive and dynamic team. The internship
was a perfect blend of learning and real-world application, where I had the opportunity to work
on projects that directly contributed to Krishi Jagran’s mission of educating and empowering
farmers.

Right from the start, I was included into team meetings, brainstorming sessions and I also
attended work related seminars. My mentors and coworkers were quite friendly and
approachable and cleared all doubts related to work. There were various team bonding
moments and events which helped me to understand the corporate work and social life blend.

With my main work being content writing and analysing, I came to understand how different
content appeals to different audiences and certain keywords that attract website traffic. I
learned how diverse the agriculture sector in India is- various things like agricultural news,
agricultural technology, agribusinesses and the upcoming fields like organic and sustainable
farming.

I also learned about technical terms like keyword optimization, click-through rates, cost per
click, impression, etc which help in improving website performance and growth. I also gained
various other skills and got a corporate life experience.

Overall, it was a very knowledgeable and fun internship which gave me work culture
experience, connections and confidence.

3.7 Key Highlights of the Internship:

1. Hands-On Learning: Throughout the internship, I had the chance to work on a wide
range of digital marketing initiatives, including content creation for social media, SEO
optimization, and blog writing. This hands-on experience gave me a solid
understanding of how digital marketing strategies are implemented in a real-world
setting.
2. Exposure to Agricultural Media: The most unique aspect of this internship was the
focus on agricultural media. Krishi Jagran is one of the largest platforms in India
dedicated to providing news and information for farmers. I gained an in-depth

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 understanding of how digital media can play a crucial role in bridging the knowledge
gap for rural populations.
3. Mentorship and Guidance: The guidance I received from my mentors and team
members was invaluable. They were always approachable, ready to provide feedback,
and willing to share their knowledge. Their support helped me grow both personally
and professionally.
4. Collaborative Work Environment: The Krishi Jagran team fostered a collaborative
work culture, where everyone’s input was valued. Working closely with the editorial,
marketing, and design teams allowed me to see how various departments collaborate to
create cohesive, effective marketing campaigns. I also had the chance to engage with
other interns and team members, which created an inclusive environment where
learning from one another was encouraged
5. Personal Growth: The internship challenged me to think creatively, stay organized,
and meet deadlines while managing multiple projects. I learned to balance creativity
with analytical thinking, which is essential in any successful marketing role.
6. I also developed a stronger understanding of the agricultural landscape, particularly
the importance of reaching farmers with the right information at the right time. This
broadened my perspective on how digital marketing can be used to drive social impact,
beyond just business goals.

3.8 Skills learned during the internship

This internship helped me gain the following skills:

 Practical Experience: Real-world experience in digital marketing and content creation. I
worked on creating content for social media, blog posts, and LinkedIn posts. This gave me
valuable insight into what kinds of content engage different types of audiences.
 Exposure to Marketing Tools: I was trained to use Google Analytics to monitor and analyze
website traffic and schedule posts. This helped me understand how data is collected and how it
can be used to optimize campaigns. I learned to analyze website traffic patterns, understand
user behavior, and adjust strategies accordingly.
 Networking Opportunities: This internship provided me with opportunities to connect with
professionals and build my network. I attended meetings and seminars where I observed how
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 they are conducted by professionals as well as got a chance to add my insights to the
discussions. It created opportunities for knowledge exchange, professional development, and
thus is an essential tool for success.
 Attention to Detail: I learned how accuracy in writing and editing played a very crucial role
for the campaign/blog post to attract website traffic. Certain keywords can help the
campaign/post be successful or not. For example, blog posts or web story on cotton would
attract high website traffic on World Cotton Day than on any other normal day.
 Communication Skills: I developed strong written skills for content creation as well as verbal
communication to socialise and collaborate with other teams like the PR team. This enhanced
my ability to convey ideas clearly, share feedback, and work efficiently in a team setting.
 Time Management: By handling multiple tasks in a day, I have learned how to prioritize tasks
based on deadlines and urgency and allocate time effectively to ensure that high quality work
is done. I realized how time management is very necessary to ensure a proper work-life
balance.
 Adaptability: With the landscape constantly evolving and growing with time, I learned the
importance of staying up to date with the latest information, market trends to ensure quality
work. It helps in predicting the future trends and be prepared to face changes rather than
reacting to them.
 Research: I learned how to gather relevant data, trends, or insights as I had to write various
types of content. This involved online research, reviewing databases, exploring government
and other websites, etc.

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Bibliography

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 Annexures

1. Infographic on Rainfed Area Development

6. Links for webstories

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