Content creation is not easy. Creating content that connects is more difficult. Content that inspires is rare. Your content must establish relationship with the audience.

Most content struggles to engage the audience. Being mediocre, it is lost. Content generators may not be creative geniuses. They should understand human behaviour. They should understand motivation. This should be the foundation of content. We must focus on key insights. We must know what a customer responds to. HDFC Life Insurance has successfully used meaningful conversations with its audience segments. It allows people to share their stories — stories of loss of the loved ones. Audience is allowed genuine conversation by interactivity.

Content must tell a story. Story could be a grandma story or a meme or a video. What matters is the quality of the story and its narration.