Context

Roughly 60% of Indias population is economically active (age bracket of 1559 years)
About 12-15% of Indias population speaks English. Most of the online reading
content in English is driven by this population.
The share of Indian digital consumers who use online media for search
awareness, and research to purchase products is higher across categories viz.
apparel (26%), travel (51%), books (36%) and financial services
(30%). This usage pattern is converging rapidly with internet users in more
developed countries US, Germany and Japan. (Source: McKinsey report)

Who is our target audience?

Individuals within the age group of 18-50 years

Can read basic English and has access to internet; income of INR 2.5 lakhs per
annum and above
Primarily students, professionals from Tier 1 and Tier 2 cities in India
The quintessential social populace active on social media, high on
aspirations, likes to multitask, is always online through one device or another
and is constantly on the go
A typical reader of this blog loves to know the latest worldwide happenings,
but runs away from the monotony of boring articles, enjoys getting his funny
bone tickled and has a life beyond boredom.
Motivators improved lifestyle, better clothes, better gadgets, higher
education & income levels

What can be offered to them?

Entertainment (Movie reviews, music, television, celebrities)

Lifestyle (Travel, Food, Health, Relationships, Home)
Career
Technology
Funny content (Memes, Funny videos, Conversations etc.)

I would purposely keep financial advice out of the list because a reader looking
for entertainment will not want to look at insurance plans, investment options
etc. in that state of mind. Hence, this topic would not be in sync with the
personality attributes and motivators of our target audience.
Content style - Pictorial, simple language, crisp and concise
Competition
Traditionally, there are separate blogs for travel enthusiasts, foodies,
entertainment news etc. The platforms that already offer all these on a platter
have a very as a matter of fact format. Hence, this blog shall de-clutter this
segment through smart selection of content that creates mass appeal
through its crispness, simplicity and subtle humour.
Also, there are about a dozen popular news satire websites in India that post
funny news based on recent happenings. However, these are not direct
1

competitors for us because they deliver fake news. This blog shall deliver
factual information in a lighter vein.
How do we stand out in the clutter?

Steer away from the vanilla style news delivery the content has a lighter
side to it
The language is simple and conversational; invokes awe, laughter and
amusement
Focus on pictorial and infographic representation to better engage readers
Single blog curation platform offering information capsules from multiple
genres
Highlight Monthly blog update from the site manager/admin regarding latest
changes in the site (addition of sections, new content introduction, interesting
features etc.). This would go a long way in giving a personalized feel to the
site. Also, its a great way to get to know whats on the minds of our readers,
as they can comment on the posts.

Content selection
For each sub-section, I have picked about 2-3 blogs, magazines and content
curation sites where the content ideas could be taken from. This list has been
prepared after careful consideration of over 350 blogs, magazines and
content curation sites combined together.
Criteria for content selection

Shares and page views

Rankings on blog rating sites

Nature of content

Sites that the Indian readers are not already too exposed to

1. Entertainment
a. Beauty & Fashion
i.
Who What Wear - http://www.whowhatwear.com/
ii.
The Cut - http://nymag.com/thecut/
iii.
InStyle - www.instyle.com
b. Movies, Music, TV and Celebrities
i.
Gawker http://gawker.com/
ii.
Live for films - http://www.liveforfilms.com/
iii.
Popsugar - http://www.popsugar.com/
2. Lifestyle
a. Travel
i.
Travel & Leisure - http://www.travelandleisure.com/
ii.
Time Out - http://www.timeout.com/city-guides/
iii.
Matador - http://matadornetwork.com/trips/
iv.
Outside - http://www.outsideonline.com/adventure-travel
b. Health, wellness and relationships

i.
Web MD - http://www.webmd.com/default.htm
ii.
Psychcentral - http://psychcentral.com/blog/
iii.
SheKnows - http://www.sheknows.com/health-and-wellness
iv.
Business Insider(US, UK and India versions)
c. Food
i.
Web MD - http://www.webmd.com/default.htm
ii.
Dine and Dish - http://dineanddish.net/
iii.
Delish - http://www.delish.com/
iv.
Kitchen Daily - http://www.kitchendaily.com/
d. Home
i.
Apartment Therapy - http://www.apartmenttherapy.com/
ii.
Elle Decor - http://www.elledecor.com/
iii.
Freshome - http://freshome.com/
3. Career
i.
Springwise - http://www.springwise.com/
ii.
Business Insider (US, UK and India versions)
iii.
Entrepreneur https://feedly.com/i/subscription/feed/http://feeds.feedburner.com
/entrepreneur/latest
4. Technology
i.
Gizmodo - http://www.gizmodo.in/
ii.
Tech Crunch - http://techcrunch.com/gadgets/
iii.
Wired - http://www.wired.com/
5. Tickle your funny bone (Memes, Photos & Videos, Conversations and
Tweets)
i.
9gag - http://9gag.com/
ii.
Cheezburger - http://www.cheezburger.com/
iii.
Quickmeme - http://www.quickmeme.com/
iv.
The Oatmeal - http://theoatmeal.com/
Organisation of content
The content needs to be discretely displayed, with segregation on the basis of the
following:
1. Whats trending Trending Topics
2. Most recent Latest in line
3. Link suggestions You may also like(Basis the content the concerned reader
is already viewing)
Other popular sources (general)
1.
2.
3.
4.

Mashable - http://mashable.com/
Daily Infographic - http://dailyinfographic.com/
12most - http://12most.com/
Upworthy - http://www.upworthy.com/