If you’re in the world of content marketing, you’ve probably heard that “content is king.”
But in today’s digital landscape, it’s not just any content that rules—it’s content that stands out, hooks your audience, and provides genuine value.
How do you do that? Enter the 3 E’s of content marketing: Entertaining, Engaging, and Educational.
These three pillars aren’t just buzzwords; they’re the foundation of creating content that resonates, converts, and keeps your audience coming back for more.
Let's break down each one and explore how you can apply the 3 E’s to supercharge your content game.
1. Entertaining Content: Capturing Attention with a Smile
Why Entertainment Matters
Entertainment is the hook that reels people in. In a world where everyone’s scrolling, swiping, and multitasking, you need something that catches people’s attention immediately.
Entertaining content doesn’t just grab attention - it leaves a lasting, positive impression that gets your audience excited to see more.
How to Make Your Content Entertaining
Here are some simple ways to add entertainment into your content:
1. Be human: Bring personality, no one wants to read or watch robotic content - people are more entertained by content that is made by someone who cares about what they are talking about!
Case Study: Duolingo
One great example of a brand that truly embodies this advice is Duolingo.
The language-learning app has a notoriously quirky and playful personality, especially on social media.
Their content, often featuring their owl mascot Duo, feels human and conversational—it’s full of jokes, memes, and even lightheartedly “guilting” people into practicing their language skills.
Their marketing team really bought into the vaguely (extremely?) threatening duo memes.
Rather than sticking to corporate or overly polished language, Duolingo’s team interacts with followers as if they’re friends, not just customers.
This approach makes their content feel authentic and approachable, even funny.
They clearly care about connecting with people and making language learning less intimidating and more fun, and it works because people genuinely respond to and engage with their playful, caring vibe.
2. Use humor and relatability: Share funny anecdotes or observations that connect with your audience’s everyday experiences.
There are some great examples of this, here are a couple:
Case Study 1: Wendy’s
A perfect illustration of a brand using humor and relatability is Wendy’s on Twitter.
Their social media team has mastered the art of connecting with followers through humor, often poking fun at fast food culture, roasting competitors, and making witty observations about common customer experiences.
Their humorous, sometimes sarcastic tone makes the brand feel less like a big corporation and more like a friend who isn’t afraid to say what they’re really thinking.
By tapping into shared experiences (like craving fast food at odd hours or laughing at the quirks of drive-thru culture), Wendy’s creates a sense of relatability that keeps followers engaged and entertained.
Case Study 2: Milkroad
Milk Road is a newsletter about crypto - I know, I know, but good content is good content regardless of the topic and these guys have it down.
Instead of the usual serious, jargon-heavy approach, Milk Road uses humor and a casual tone to make crypto news digestible and fun, even for those who aren’t hardcore investors.
Milk Road consistently breaks down complex, intimidating topics in a way that feels like a friend explaining it over coffee, keeping the content accessible and entertaining.
For example, a typical Milk Road email might open with something like:
"Good morning, Milk Roadies! Bitcoin’s up, Dogecoin’s down, and the world of crypto is just as chaotic as your Aunt Linda’s Thanksgiving dinner."
Or they’ll add relatable one-liners like:
“Crypto’s volatility is the financial equivalent of riding a rollercoaster… blindfolded… while eating a bowl of chili. Hold on tight.”
This approach not only makes readers laugh but also keeps them coming back because it’s refreshing in a space that can often feel intimidating or exclusive.
By injecting humor, Milk Road demystifies crypto, making it accessible to anyone who wants to learn, even if they’re completely new.
It’s a perfect example of how humor can break down barriers and make complex content far more approachable and engaging.
3. Tell stories: People love stories. Whether it’s a case study with a happy ending, a behind-the-scenes look, or a personal story, storytelling makes content memorable.
Case Study 1: Humans of New York
A fantastic example of storytelling in content marketing is Humans of New York (HONY).
What started as a simple photography project by Brandon Stanton has evolved into a widely beloved storytelling brand.
Through captivating, real-life stories shared on social media, HONY showcases the lives, struggles, and dreams of ordinary people across New York and beyond.
Each post features a portrait and a story about the individual’s life—often touching, sometimes funny, and always deeply human.
By telling these stories, HONY builds a strong emotional connection with its audience.
The storytelling approach makes each post feel personal and memorable, encouraging people to follow along not just for content, but for an emotional experience that feels meaningful.
HONY’s storytelling creates a sense of empathy, and that emotional bond is what keeps audiences coming back, engaging deeply with the content.
Case Study 2: Patagonia
Patagonia isn’t just an outdoor brand. They’re masters at using storytelling to connect with their customers in a real, powerful way.
Patagonia’s “Worn Wear” campaign is storytelling at its finest. They encourage customers to repair, not replace, their old Patagonia gear—and then share their stories.
You’ll read about someone who’s had the same jacket for a decade or a climber who’s patched up their gear after countless adventures.
The result? Customers aren’t just buying products; they’re buying into a lifestyle.
Each piece of gear becomes part of their own story, and Patagonia reinforces the message that quality and sustainability matter.
By focusing on authentic, story-driven content, Patagonia builds a community around their values. Their customers feel like they’re part of a bigger mission—and that connection keeps them loyal.
2. The Second ‘E’ - Engaging Content: Building a Real Connection
Why Engagement Is Essential
Getting someone’s attention is one thing; holding onto it is another. Engaging content is what takes a casual viewer and turns them into a loyal follower.
When people feel engaged, they’re more likely to comment, share, and connect with your brand.
Engagement creates a two-way relationship, which is what social media and content marketing are all about.
How to Make Your Content Engaging
- Encourage interaction: End blog posts or videos with questions, encourage comments, or ask for opinions.
- Respond and interact: When someone comments on your post or replies to your story, engage back! This can help build a sense of community and make your followers feel valued.
- Create interactive formats: Polls, quizzes, and live Q&As invite your audience to participate actively rather than just consume.
Case Study: Glossier
A great example of a brand that uses interactive elements like polls, quizzes, and questions to engage their audience is Glossier.
Here’s how Glossier does it:
1. Polls That Let Customers Shape the Brand
Glossier regularly uses Instagram Stories to ask their followers for input on products, packaging, and more.
They'll post polls like, "Which new shade do you want next?" or "What’s your favorite skincare texture?"
This approach gives customers a voice and makes them feel like part of the development process.
2. Fun, Engaging Quizzes on Skin and Beauty Needs
On their website, Glossier offers quick quizzes to help customers find the right products for their skin type or makeup style.
Questions like “How much coverage do you prefer?” and “What’s your biggest skin concern?” not only keep visitors engaged but also personalize the shopping experience.
Plus, people enjoy quizzes that feel like they’re getting custom recommendations from a friend.
3. Interactive Stories That Boost Engagement
Glossier also takes advantage of Instagram Stories’ question feature, asking followers questions like, “What’s your #1 skincare hack?” or “Tell us your best beauty tip!”
They feature the best responses in their Stories, creating a two-way conversation that feels personal and community-focused.
The bottom line: By weaving polls, quizzes, and interactive questions into their content, Glossier keeps their audience engaged and involved.
It’s not just about pushing products—it’s about creating a community that feels heard and valued.
3. Educational Content: Adding Real Value
Why Education Drives Value
We’ve all heard the phrase “knowledge is power.” In content marketing, knowledge is value.
Educational content turns you into a trusted authority.
It’s how you prove you know your stuff and that your audience can rely on you to help solve their problems, answer questions, and guide them through whatever challenge they’re facing.
How to Make Your Content Educational
- Share actionable insights: Instead of high-level information, dive deep. Give your audience steps or tips they can apply immediately.
- Provide free resources: Think templates, checklists, guides, or “how-to” videos. These practical resources can elevate your content and keep people coming back.
- Break down complex topics: Not everything is simple to understand, but your job is to make it digestible. Explain things in a way that’s clear, even to beginners.
Case Study 1: Hubspot
A great example of a brand that nails educational content in their marketing is HubSpot.
Here’s how HubSpot uses education to drive value:
1. Actionable Insights That Go Beyond the Basics
HubSpot's blog, guides, and resources don’t just skim the surface. They dive deep, offering actionable insights on everything from content strategy to CRM best practices.
Articles like "How to Build a Sales Funnel from Scratch" provide specific, step-by-step guidance that readers can apply immediately.
The Result: HubSpot becomes the go-to resource for marketers, salespeople, and business owners looking to grow their knowledge and skills, building trust along the way.
2. Free, Valuable Resources
HubSpot is famous for offering a treasure trove of free resources, from templates and checklists to “how-to” videos and entire courses on inbound marketing.
These resources give their audience real tools to succeed without needing to pay a cent.
Why It Works: By providing real, practical value for free, HubSpot positions itself as a brand that genuinely cares about helping people succeed—not just about pushing its products.
3. Simplifying Complex Topics
Marketing, sales, and customer service can get complicated fast, especially for newcomers.
HubSpot breaks down these complex topics with clear, easy-to-follow guides, infographics, and videos that make learning accessible to everyone.
Bottom Line: By making complex topics digestible, HubSpot builds authority as a trusted, knowledgeable resource. This approach keeps people coming back for more—and when they’re ready for advanced tools, HubSpot is often their first choice.
Case Study 2: Canva
Canva’s a prime example of how to use educational content to drive serious value.
They’ve turned their brand into a design powerhouse by teaching their audience everything they need to know about creating beautiful graphics.
Here’s how they do it:
1. Actionable, Step-by-Step Tutorials
Canva’s blog and design school are packed with tutorials like “How to Design a Social Media Graphic” and “Creating an Eye-Catching Resume.”
But they don’t just skim over the basics. Each guide takes you through every step so you can create great designs right away—even if you’re a total beginner.
Takeaway: Canva gives users the exact steps they need, making them feel confident in their skills (and way more likely to stick with Canva as their tool of choice).
2. Free Templates and Design Assets
One of Canva’s smartest moves? Offering tons of free templates and assets. Social media posts, presentations, infographics—you name it, they’ve got a template for it.
These aren’t just freebies; they’re high-quality resources that help people design faster and easier.
Why It Works: By handing users real tools for free, Canva makes sure their audience gets results.
And when users start seeing those results, Canva is naturally their first choice when they’re ready to upgrade. I know this is true because it’s exactly what happened to me!
3. Breaking Down Design for Beginners
Let’s face it—design can be complex. But Canva breaks down tough topics like typography, color theory, and layout in simple, bite-sized lessons.
No fluff, no jargon—just clear, easy-to-follow explanations.
Canva transforms design newbies into confident creators. They’re not just selling a tool; they’re educating their audience, which builds trust and keeps users coming back for more.
Bottom Line: Canva uses educational content to create value. Their step-by-step tutorials, free resources, and beginner-friendly guides make them the go-to brand for anyone looking to up their design game.
The 3 E’s: Your Blueprint for Content That Stands Out
There you have it, the 3 E’s of Content Marketing: Entertaining, Engaging, and Educational.
In today’s content-saturated world, these three pillars aren’t just “nice to have”—they’re essential.
Content that stands out isn’t just informative; it captures attention, connects on a personal level, and adds real value.
If you want to create content that keeps people coming back, make it:
- Entertaining: Use personality, humor, and relatable moments to hook your audience.
- Engaging: Create two-way conversations with interactive elements and real-time feedback.
- Educational: Share actionable insights that help your audience succeed.
Whether you’re a small brand or a major player, focusing on these 3 E’s will help you build trust, grow loyalty, and ultimately turn casual viewers into devoted followers.
Start weaving these principles into your strategy, and you’ll see the impact on both your audience and your bottom line.