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Scholar-Journalist of the Week: The art of creating engaging content

Apeejay Institute of Mass Communication student and scholar-journalist of this week Debojit Ghosh shares tips to create engaging content



Debojit Ghosh completed his graduation in Economics from Scottish Church College, University of Calcutta. After which, he worked as a Retail Equity Trader for two years. “During this period, I realised that I wanted to explore the creative side of me, and advertising was the only field which possessed a unique blend of creativity and business.” This prompted the Kolkata-boy to take up the Post Graduate Diploma in Advertising and Marketing Communication from Apeejay Institute of Mass Communication (AIMC). In an interview, the Apeejay student explains how writing helps him clear his mind, be more patient and attentive. Edited excerpts:

What inspired you to write on this topic ‘The art of creating engaging content?

In today’s time, we are flooded with content, most of which are very poor in quality. This was the prime reason why I thought I should write on this topic. The basic objective was to drive people to focus on quality over quantity. 

What does engaging content mean to you?

In a time when people have a short attention span, a content that can fetch their attention effectively is an engaging content for me.  

Share a few tips to create highly engaging content?

I would say focusing more on quality than quantity must be the first priority. For that one must spend a considerable amount of time on research. The idea is to create content that is relevant to the readers or viewers at the moment they are reading/viewing it while immediately grabbing their attention. Presentation of the content also plays a crucial role. Content creators must tell a story that can engage the audience.

When did you start writing? Which was your first piece and what inspired you to write the same? What does writing mean to you?

I started writing during my graduation years. I always took interest in politics and economic affairs. So, I started writing small articles on the current happenings and this helped me to form an opinion on such issues.  Writing is really special for me. It helps me to express things which I may not be able to express verbally. 

Are you an avid reader and who is your favourite author? Which is the last book you read last? 

I don’t call myself an avid reader. But I do read during my free time. The last book I read was Be Careful What You Wish For from the Clifton Chronicles. My favourite author is Jeffrey Archer. 

What is your future aspiration after completing your education from Apeejay?

I have recently been placed at Dentsu X, a branding and marketing agency, for digital media planning. I want to grow in this domain.

Harshita is Assistant Editor at Apeejay Newsroom. With experience in both the Media and Public Relations (PR) world, she has worked with Careers360, India Today and Value360 Communications. A learner by nature, she is a foodie, traveller and believes in having a healthy work-life balance.