Point: Brands Talk At People, Not To Them Too much brand content feels like a one-way announcement instead of a conversation. It often focuses on what the brand wants to say — not what the audience wants to hear. This leads to generic, overly polished content that fails to connect emotionally or offer real value.

How to stand out: To cut through the noise, brands should speak like humans, not billboards. That means using relatable language, addressing pain points directly, and showing empathy.

Instead of saying, “Our platform is the best solution for time management,” say, “Struggling to find time to actually breathe between tasks? We’ve been there — here’s how we’re fixing it.” When content feels like it’s written for the reader — not just from the brand — people pay attention.

I’ve actively used AI tools like ChatGPT and Notion AI to enhance every stage of the content process.

For example, during a product launch campaign, I used ChatGPT to brainstorm multiple headline variations and social media hooks tailored to Gen Z audiences. It helped me quickly test different tones (funny, informative, edgy) before presenting them to my manager.

When writing blog posts, I used Notion AI to summarize research articles and generate bullet-point outlines based on our content brief. This saved time and made it easier to stay focused on our key message.

For editing, both tools were helpful in checking grammar, improving clarity, and rephrasing awkward sentences. I don’t rely on them to write for me, but they’re great creative partners that help me work faster and refine my ideas.

Absolutely. One of the most successful content strategies I contributed to was during a TVC campaign for the Dragon Capital brand. While the core of the campaign was a high-quality television commercial, my role was to build a social media strategy that extended its reach and engagement online. I started by breaking the TVC into shorter, platform-specific edits optimized for TikTok, Instagram Reels, and Facebook. Then, I created a posting calendar that aligned with the brand’s message and the target audience’s online behavior. To drive interaction, I added supporting content—like behind-the-scenes footage, interviews with the creative team, and educational posts that explained the values behind the campaign. I also monitored performance daily and adjusted the content mix based on which platforms and formats were driving the most engagement. For example, we found that short, quote-based clips with subtle branding performed best on Instagram Stories, while TikTok users responded better to humorous takes inspired by the TVC theme. The result was a consistent narrative across platforms, increased engagement rates, and a noticeable uptick in brand sentiment online. It showed me how important it is to think beyond the main campaign and build a digital ecosystem around it.