Entertain, Educate, Persuade, Convert

Why do you need content to entertain?

Why on earth would I need to entertain my readers? I run a serious company here guys and I only sell to serious people and companies. I don’t need to use entertaining content!

Hate to break your bubble there Jim, but you sure do if you’re into making money, and I take it your run your business for that very reason – to make money. You see, when it comes to entertaining content, you give yourself quite a boost as entertaining copy allows you to reach people right at the top of the sales funnel. But that’s not all! By entertaining, you’re likely reaching those stubborn people/ business who might not even know they need your products/ services!

Content which has been created to entertain might not be directly related to your products/services, however in order to do its job, it does need to appeal to your target audience.

As ‘entertain’ suggests – this sort of content has an emotional rather than rational appeal. It’s the sort of content that’s very shareable (and deliberately so) – the more it’s shared the further your reach.

Why do you need content to educate?

Content to educate does a similar job to content to entertain – it allows you to reach people at the very top of the funnel. However, whereas content to entertain has an emotional appeal, content to educate has a rational appeal. As before, it’s very shareable.

Why do you need content to persuade?

Content to persuade nudges people gently along the path to conversion (whatever a conversion might mean for your site – this could be a purchase, an enquiry, a call back request, etc). Content to persuade uses an emotional rather than rational appeal.

Why do you need content to convert?

You didn’t really ask that did you? 🙂

You need content created with conversions in mind in order to close the deal. This content typically uses a rational rather than emotional appeal.