The 3 E’s Deeper For Content Marketing

Bill Wagner
Jul 12, 2017 · 5 min read

Educational, entertaining, and enlightening content for the right situation.

Image for post
Image for post

I defined the WHO and WHY for your content marketing efforts. I laid the foundation for EMPATHY as part of your online presence. These concepts feel simple on the surface. The important things are the simplest.

In order to keep moving, growing, and stay engaged, customers require content with depth. That fills three specific needs for your business. Content you put out about your business must be educational, entertaining, and enlightening.

Hopefully, with all the work we put in, it leads to a glorious fourth quality. We’ll get to that at the end.

Educational Content

This takes a few paths and uses a variety of platforms.

Introductions: Traditional media is good for this. Simple messaging and pretty graphics are great. All social media platforms can fill in connection gaps and provide a better interaction. Blogs are less effective here, but still serve a good SEO function.

Define the lexicon: This is perhaps the single best thing content does perfectly. Industry terms, regardless of the business, rarely change. Yet few people really understand the value of vocabulary out of context.

A great example of this is accounting. Trying to explain compound interest to a customer from a savings standpoint doesn’t resonate. However, using potential IRS penalties to explain compound interest will catch on quickly.

Nearly every type of platform works. I find my Facebook Live casts are viewed more often when I talk about vocabulary and how the terms apply to everyday content creation.

Case Studies: Blog work well here to explain results. That’s why you need case studies. Expounding your principles without providing tangible results from their use is pointless. That’s why I talk about clients and benefits earned from social media and content creation.

Blogs work well. Sharing other relevant case studies show authority and create connections with other experts that can be fruitful.

Entertaining Content

Image for post
Image for post

Stop for a moment and think a little deeper about content like this. Do your customers like Will Smith? Would they get the reference here? If you don’t know that answer, there’s the problem. Posting entertaining content is only useful when it resonates. What demographic do you think would appreciate this? Is it the same audience who laughs at this?

Image for post
Image for post

Enlightening Content

This is the type of content that reminds us what did and didn’t work paired with passionate reasons. Enlightenment also calms the ever rising passions of youth to the latest buzzwords and trends that are really just repackaged values from the pre-internet age.

I love watching Gary Vee hold his panels where aspiring young entrepreneurs pepper him with questions attempted to validate their own genius without results.

He smirks and tells them their dreams are great but pointless. Toss in a few swear words for effect, and he’s telling them to get off their collective butts and be something other than self-tortured geniuses and actually make something someone cares about.

Evergreen Magic

Evergreen content feeds your buyer journey over and over thus streamlining the sales process. A simple example of this is creating a library of blog posts each defining a single term important to your business.

Each term has its place in the buyer’s journey because no one is at the same point, but they all need information that you provide. I search keywords in your industry, write blog posts about each of them, then publish over and over. The sales process is streamlined as you save time by sharing relevant info with potential customers instead of taking time with face to face sales calls.

Everyone hates those anyway. Ever sit in through a timeshare presentation in Vegas just for the free show tickets and meal? Yeah. That’s how most people feel about it, too.

Image for post
Image for post

That’s how I built this audience so far. My work is relevant and stays top of mind as I use eClincher to post on a consistent basis. It works wonders. I build a potential customer base and still have time to create new things.

Let’s Chat

I’d appreciate likes and follows on this post and the Twitter account. I’m on Facebook Live 3 times a week, too. Views, likes and follows would make my day.

Strategic Content Marketing

Content marketing strategy magazine for businesses

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store