This document discusses how providing meaningful content and personal benefits can boost key performance indicators (KPIs) for brands. It shows that brands focused on meaningful connections have significantly higher KPIs like overall impression, purchase intent, and advocacy. Specifically, improving performance on personal benefits like making people happier has the potential to increase KPIs the most. The document also provides a list of different types of meaningful content brands can provide, such as educational materials, experiences, and rewards, to better connect with consumers on a personal level.