Why are you Creating that Piece of Content?

As marketers, the content we produce typically serves one of two purposes:

• Educate and Inform. This is where most content lives: case studies, white papers, eBooks, infographics, and webinars. Most social media posts, podcasts, and blogs are informational too.

• Captivate and Inspire. These are the stories that tackle human challenges: hunger, poverty, education, health. Even topics like urbanization, energy, or transportation can become a great story in the hands of a good storyteller.

The educate and inform pieces typically rule. We simply can’t resist packing a bunch of proof points into our content. The strategy works beautifully—until we’re trying to captivate and inspire. Topics like scalability aren't very captivating. Neither is cloud-based analytics. Once you start talking about product life it’s definitely over. There is simply no way to put an inspirational wrapper on an informational piece of content.

The solution? Create two pieces of content: an inspiring story that has the power to elevate brand image, and an ancillary piece that houses all of those beloved messages and stats.