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Here's How to Create Quality Content in the Age of Social Media Content is always the "king"! Be it a manufacturing company or a service driven one, every sales unit is finally selling the content.

By Urvi Agarwal

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Today everyone has become a content generator and the same content generator is also the viewer. The content consumer today "binges" on content. They move from platform to platform, TV channel to TV channel and Instagram profiles in a split second. The only way to keep them hooked on to your offering is by showcasing stellar content and by being aware of what your consumer really wants. The first touch point of the consumer to a product is the brand communication and content and the entire brand story is made or broken at this very crucial stage. Once your viewer is hooked, they become brand advocates and brand voices that will market \you're offering better than even you. The biggest win for a content company or brand is when their viewer starts coming back to their platform repeatedly. Viewer retention is as important if not more as viewer addition.

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Content takes the centre stage

Content is always the "king"! Be it a manufacturing company or a service driven one, every sales unit is finally selling the content. The content is what connects people to the brand and makes them stick. It is not always about producing or developing expensive content but about creating content, which tells a story and clears one at that. A good content piece is like a story, which keeps one hooked and has one wanting more.

Understand your consumer

Before generating content, one must understand what they want to achieve from that content and who the final consumer of that content would be. The messaging behind the content has to be simple and direct and one needs to make sure that it resonates/answers the specific needs of the consumer. The consumer in each industry is different and there is no clear-cut path to achieving the right content piece. It needs to be tweaked and adapted to the needs of the consumer in that particular position.

Age of Social media and influencing

In the age of social media, content makers have had to reboot their entire understanding of how content needs to be. Clear communication and storytelling need to be achieved in less than a minute and that's both a Boon and Bane. Boon because the messaging can be direct and precise, and Bain because sometimes a minute is just too less to communicate the entire brand ethos. Even larger brands today are competing with social media influencers and content makers to make a mark.

Market research – Qualitative & quantitative

As content creators, we are passionate and impulsive. We first came up with the idea/story and then go about finding the consumer for that content. Even if one has a content idea, it is always a good idea to find the exact viewer who would view that content and tweak it basis that viewers profile. Qualitative and quantitative research is key. Creative individuals dismiss the power of data and numbers behind a good content piece. Focus groups, industry data and market reports can give the content generator a clear understanding of the direction that the story should take to touch that cord with the viewer.

Engaging and thought-provoking content

Speak "with" the viewer and not "to" the viewer. More often than not, we as content creators consider ourselves to be an authority on the subject. However, one tends to form a bond/relationship with the viewer only when they start having a conversation with them, resulting in them feeling a part of the content. The idea is to pass on the message in a simple, non-preachy manner using the many creative tools, which are readily available in today's day and age.

Urvi Agarwal

Founder & Director at JOP Network Private Limited

Urvi Agarwal is the Founder & Director at JOP Network Private Limited, a homegrown high-quality content company in the fitness, health & entertainment space specializing in channel curation, distribution and syndication. Led by her innate entrepreneurial spirit, Urvi launched JOP in 2014 at the young age of 23. Having observed a dearth of dedicated television channels catering to the specific lifestyle needs of audiences, she looked to bridge this gap and provide content focused on fitness, health and recreation for viewers looking to put their personal well-being first.

With her tenacity and innovativeness to merit, JOP currently caters to over 25 million viewers across 30 countries, with its programming content being distributed via own channels, namely Fitness Studio and Hollywood Masala on Airtel DTH, Life Mantra on SWIFT (Australia), as well as leading global television networks like Discovery, FOX Traveler, Airtel DTH, Astro Malaysia, GAIA US and in-flight channels of Cathay Pacific, Lufthansa and Qatar Airways to name a few.

Majority of the content continues to be conceptualized and curated by Urvi herself, who has also directed many of their signature shows like Fitness & Beyond with Kitty Kalra, WorkingOut Right with Viren Barman, Box Your Way to Fitness with Boxfit, among others.

This seasoned executive currently heads the CII (Confederation of Indian Industries) YI Delhi Outreach vertical, the CREDAI (Confederation of Real Estate Developers Association of India) Women Wing Northern region as well as the CREDAI National Clean City Movement. Often invited to speak  at conferences in India and overseas, Urvi was recently part of the panel on Digital Transformation in India during ATF Singapore (Asia TV Forum & Market).

Prior to JOP, Urvi was part of the Media & Telecom Investment Banking Division at Ernst & Young during which time she gained valuable insight into the workings of media companies, particularly in the broadcast and satellite industry. 

Urvi completed a Masters in Marketing from ESADE, Barcelona and prior to that was studying Chartered Accountancy at The Institute of Chartered Accountants of India. Also a graduate from the New York Film Academy where she completed a course in production. In 2013, she was selected to address a delegation at the Lancome headquarters in Spain to speak about how important is beauty for today’s working women.

A yoga expert, trained kathak dancer and boxer, Urvi is also passionate about art.

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