AI is everywhere, content creators are more abundant than ever, and there’s too much content on the internet, both suffocating and confusing us about what to consume.
Amidst such fierce competition, what makes a piece of content truly stand out and connect with its target audience?
The answer lies in the 3 E’s of content marketing:
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- Entertaining
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- Emotional
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- Educational
Let’s explore each of these with real-world examples that show how powerful these elements can be.
1. Entertaining: Steal Attention
Entertaining content is not necessarily about being funny; it can even make your audience smile, shock, or gasp. The motive is to keep them engaged. It can be measured by how effortlessly the content is consumed.
When done right, entertaining content can even turn a boring product or service into something unbelievably awesome.
Example: Old Spice – “Smell like a man, man”
Old Spice, a brand known for men’s grooming products, was struggling to stay relevant with younger audiences.
Enter the “Smell like a man, man” campaign.
These ads were a masterclass in entertainment. Featuring a shirtless man addressing the camera directly, the ads were packed with humor and quick cuts. It even had absurd situations like riding a horse backward!
Crazy, yet memorable.
The campaign went viral because it was unlike anything people had seen before in the personal care industry.
Why It Works: The unexpected twists, plus the humor, made the content highly shareable. It turned Old Spice from a dated brand into a trendy one. Entertaining content like this hooks viewers who might not have been interested in the product, yet makes them listen to the brand’s message.
Example: Dollar Shave Club – “Our Blades Are F**ing Great”*
DollarShaveClub.com – Our Blades Are F***ing Great
Dollar Shave Club released a hilariously bold video that introduced their subscription service.
The founder, Michael Dubin, starred in the ad, delivering deadpan humor and witty one-liners while walking through a warehouse filled with quirky scenes.
Though the video was low-budget, it was thoroughly entertaining. It quickly went viral and put Dollar Shave Club on the map. Bingo!
Why It Works:
The ad’s humor and straightforwardness made it memorable. It resonated with viewers who loved the no-nonsense approach to buying razors. Men just need good razors—well, that’s it!
Such raw and entertaining content like this can easily cut through the noise, even with a limited budget.
2. Emotional: Build Connection
There’s a new kid next door. He looks cool. You’d like to befriend him, but you’re an introvert. How do you even start?
One day, you discover he cheers for the same soccer team you support. Now you think that’s a good hook to get started.
Beyond a simple conversation starter, when the feelings and other nostalgic experiences one has over something become relatable to someone else, it instantly forges a strong relationship.
This is truly an underrated element in content marketing.
Emotional content taps into such feelings and experiences that resonate with your audience.
Whether it’s joy, nostalgia, or empathy, emotions have the power to create lasting bonds between a brand and its customers.
Example: Coca-Cola – “Share a Coke”
Coca-Cola’s “Share a Coke” campaign is a simple example of how to create emotional content.
The campaign personalized Coke bottles with popular names and encouraged people to find and share a Coke with friends and loved ones.
When people saw their names on a bottle, it created a personal connection with the brand. They felt they were a part of the brand.
People did not just buy a drink; they bought a moment to share with someone close to their hearts and the privilege of relishing the memories later.
Why It Works:
The campaign leveraged the emotional pull of two basic human desires—personalization and sharing. By making the experience personal, Coca-Cola created a sense of belonging and joy around their product. Emotional content like this creates loyalty and turns customers into brand advocates.
Example: Nike – “Dream Crazy”
Nike’s “Dream Crazy” ad celebrated athletes who pursued their dreams, regardless of the obstacles.
The powerful imagery and Kaepernick’s narration tapped into the emotions of
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- inspiration,
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- determination,
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- and resilience.
The campaign sparked conversations far beyond the world of sports.
Why It Works: With a social message, Nike created emotional content that resonated deeply with a broad audience. Beyond just selling shoes, the ad stood for something bigger. Emotional content like this can uplift a brand’s identity and build strong, loyal customer relationships.
3. Educational: Provide Value
This is the simplest element of the three—give away your valuable knowledge for free.
Anything that helps your audience solve a problem, learn a new skill, or understand a topic better. By positioning yourself as a thought leader, you build trust and credibility with your audience.
Example: HubSpot – Inbound Marketing Blog and Resources
HubSpot has become the epitome of inbound marketing due to its voluminous collection of educational content. Their blog, ebooks, webinars, and templates are rich with actionable insights that marketers can use to improve their strategies. While other companies told what inbound marketing was, HubSpot showed it!
Why It Works: By consistently providing high-quality educational content, HubSpot has positioned itself as an industry leader. Their audience turns to them for guidance and expertise, too. Educational content like this builds trust and keeps your audience coming back for more.
Example: Moz – Whiteboard Friday
Moz, a leader in the SEO industry, presents a series called “Whiteboard Friday.” It’s all about SEO experts breaking down complex SEO topics in an easy-to-understand format.
The presenters explain the concepts using a whiteboard, making it both visually engaging and highly informative. It helps marketers at all levels improve their SEO strategies.
Why It Works: By positioning itself as a go-to resource for SEO knowledge, Moz has built a loyal following. When you’re a thought leader, you can easily establish a credible connection with your audience.
Imagine being both entertaining and emotionally appealing while delivering educational content. That’s the rarest content quality scarcely found on the internet, which you can quickly leverage too!
Why It Works: By positioning itself as a go-to resource for SEO knowledge, Moz has built a loyal following. When you’re a thought leader, you can easily establish a credible connection with your audience.
Imagine being both entertaining and emotionally appealing all the while delivering educational content. That’s the rarest content quality scarcely found on the internet, which you can quickly leverage too!
Bottom Line:
Incorporating the 3 E’s—Entertaining, Emotional, and Educational—into your content marketing strategy can swiftly promote your brand’s presence. By capturing attention, building connections, and providing value, it’s about time we created content that resonates with our audience and drive results.
