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There are different kinds of compelling content that you can create to market and build your brand on the Internet. Each of these individual types of content creates a different outcome, even though some of them may overlap.

  • Entertaining: Entertaining content is excellent for gaining attention. Content that is entertaining is also easily shared. The nature of the content and its novelty attracts attention. A causes people to stop and take notice. It serves as a distraction from the day-to-day, and if it causes them to enjoy themselves, it serves its purpose. It is easy for people to be compelled to spend time with entertaining content.
  • Inspirational: Inspirational content will also get you attention. Even though it may not really inspire someone to take action, it reminds them that they have the power to be more, do more, and have more. When content speaks to an individual’s purpose, their meaning, or who they aspire to be, the people drawn to this type of content are often compelled to take action, even if it is only sharing it.
  • Educational: Educational content teaches your readers. It can teach them how to think about something, or it can teach them how to do something. In many ways, this content is more useful than entertaining or inspirational content. For businesses, this type of content often produces the best results when it comes to content marketing.

Checking More Than One Box

No matter what, the content you create should achieve one of the primary outcomes above. But it doesn’t have to fall into a single category. In fact, often the more boxes you can check, the more compelling the content.

Content written to educate your dream client while also entertaining and inspiring them to take action is the most compelling content you can create (even if it isn’t easy to create content that hits all these notes).

If you want to attract serious B2B clients, start from “educational.” The most important outcome for you and be to be sales and marketing is to create a compelling case for change by educating your dream clients. If you can make it entertaining without losing the seriousness of your case, that will help make it more engaging and more useful. Too much on the inspirational and aspirational may also cause your prospective clients to discount your message, if it feels like it is snake oil.

What content do you need to create?


Sales 2016
Post by Anthony Iannarino on January 23, 2016

Written and edited by human brains and human hands.

Anthony Iannarino
Anthony Iannarino is a writer, an international speaker, and an entrepreneur. He is the author of four books on the modern sales approach, one book on sales leadership, and his latest book called The Negativity Fast releases on 10.31.23. Anthony posts daily content here at TheSalesBlog.com.
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