Interview with Rohit - Inside the Mind of a Modern Content Storyteller: Rohit George

Rohit George is a Mumbai-based content writer, editor, and stand-up comedian with over six and a half years of experience in digital publishing, editorial writing, and long-form content creation. Currently working as a freelance writer and editor, he creates thoughtful, research-driven content across subjects such as artificial intelligence, sustainability, education, wellness, tourism, remote work culture, psychology, and social behaviour trends. Living with Cerebral Palsy — a neurological condition that affects movement, muscle tone, and balance — Rohit has built a career rooted in resilience, authenticity, and storytelling. His work combines editorial depth with modern digital sensibilities, balancing analytical insight with accessibility and emotional honesty. In this candid conversation with Karina Pandya, he opens up about storytelling, creativity, AI, and finding one’s voice in an increasingly automated world. 1. Walk me through your content creation process — from idea generation to publication. I try to create content that genuinely resonates with me by staying true to myself and my experiences, particularly as someone living with a physical disability in India. I’ve realised that when I speak honestly about my journey, that authenticity naturally connects with audiences. 2. How do you identify topics that will resonate with readers? Most of my content stems from personal experiences, and that has always been my approach. I believe the more authentic a story is, the stronger its ability to resonate with people. When choosing topics, I often revisit moments from my own life that can tell a compelling story. I try to present them in the most honest and vulnerable way possible. If something resonates deeply with me, chances are it will resonate with others too. I experienced this firsthand when I released my first stand-up comedy video on YouTube five years ago, where I spoke about living with a physical disability in India. I initially believed I was speaking only for myself, but the overwhelming response made me realise that many others across the country shared similar experiences. Over time, I’ve learned that as long as I remain authentic in my work, finding meaningful topics becomes much easier. 3. What does good storytelling mean to you in digital media? Good storytelling is essential in digital media because it determines whether you capture, engage, or lose your audience. One principle I consistently follow is ensuring that every piece of content has a clear beginning, middle, and end. I often rely on the classic three-act structure to create flow and maintain engagement in both my writing and performances. 4. How do you balance creativity with editorial guidelines? I’m actually grateful that deadlines exist because they push me to complete my work. Without them, I’d probably risk endlessly refining ideas without finishing anything. As for creativity, I try to be as imaginative as possible within the framework of a deadline. As long as I meet editorial expectations, I consider it a success. Accountability also plays a huge role — when you’re working with or for someone, that responsibility keeps you disciplined and focused. 5. What article or project are you most proud of, and why? I’d say I’m most proud of my debut stand-up comedy video about living with a physical disability in India. Ever since I started performing stand-up in 2019, I knew I wanted my first video to address disability and personal experience. I’m grateful I was able to turn that vision into something meaningful — a piece of art I genuinely take pride in. 6. How do you adapt tone, structure, and messaging for different audiences? I always aim to write in a clear and accessible way that the average reader can easily understand. The tone and structure, however, depend largely on the platform. For example, a LinkedIn article would naturally be more polished, formal, and aspirational, whereas an Instagram caption would feel more relaxed, conversational, and informal. 7. How do you make complex subjects accessible to non-technical readers? A lot depends on how deeply I understand the subject myself. If I understand something thoroughly, I trust my ability to explain it in simpler terms. I also rely heavily on relatable, everyday examples to break down complex ideas. That approach helps make technical or complicated subjects far more approachable for general audiences. 8. What strategies do you use to keep readers engaged in long-form content? It’s an interesting challenge because many people believe long-form content is gradually losing relevance due to shrinking attention spans. But as someone who enjoys long-form writing, I believe engagement comes down to structure and readability. Simple language combined with a strong storytelling framework — especially the three-act structure — helps keep readers invested. I also like to add touches of humour throughout my writing to maintain energy and keep the audience engaged. 9. How do you approach writing for both credibility and virality? For me, credibility is far more important than virality. Virality is unpredictable and often outside a writer’s control, whereas credibility is something you can actively build and protect. Personally, virality has largely eluded me so far, but I always strive to bring as much credibility as possible to my work. My advice to writers would be to prioritise trust and substance over chasing trends. 10. How do you think AI is changing content writing and journalism? I think AI is both a blessing and a curse for content writing and journalism. On one hand, it can significantly improve productivity and output. On the other hand, I’ve personally experienced its darker side — I was laid off from a previous role overnight in favour of AI-driven systems. AI can certainly help increase quantity, but the responsibility for quality still rests with human creators. 11. Have you used AI tools in your workflow? If yes, how? As a general rule, I try to minimise my dependence on AI. However, there have been moments where it has helped — particularly when brainstorming article titles or overcoming creative blocks during the ideation process. While I prefer to rely primarily on my own thinking, I do occasionally use AI as a support tool when I need help conceptualising ideas. 12. Where do you see the biggest risks and opportunities with AI-generated content? One of the biggest risks with AI-generated content is the possibility of sacrificing quality for quantity. AI is excellent for improving productivity, but the content it generates often lacks emotional depth and individuality. In many ways, it feels soulless. That’s why I believe it’s our responsibility as creators to bring personality, perspective, and humanity into the content we produce. 13. What skills will remain uniquely human in content creation? I believe storytelling will always remain deeply human. Human beings have been telling stories since the beginning of civilisation, and that instinct is woven into who we are. While the tools and platforms may evolve, the essence of storytelling will continue to belong to people. As a storyteller and content creator, I’m genuinely excited to see how that landscape evolves in the years ahead.