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What Is Content Marketing? And Why It Matters?
Author: Manjunath M B | Manager at Epixable
Updated on: September 08, 2025
Every day, we see hundreds of posts, videos, and stories online. Some make us laugh, some teach us something new, and some inspire us to take action. All of these are called content.
But have you ever wondered what content really is and why it has become such a big part of our lives? A few decades ago, people got their information from newspapers, magazines, and television. Today, we get it from social media, blogs, videos, and podcasts. This change shows how digital content has evolved over time.
What is Content?
Every day, we come across so many things online — a funny video that makes us laugh, a quote that inspires us, or a post that teaches us something new. All of these are called content.
Content is anything that shares a message or idea with people. It can be words, pictures, sounds, or videos — anything that helps communicate a thought, story, or piece of information.
There are many kinds of content we see every day, and each type has its own way of connecting with people. Let’s look at the main ones:
Text Content
This includes blogs, articles, captions, and social media posts. It uses words to share information, tell stories, or express thoughts.
Image Content
Pictures, posters, memes, and infographics come under this. Visuals help people understand things quickly and make ideas more interesting.
Video Content
From short reels to YouTube videos, this type of content is the most popular today. Videos can educate, entertain, and inspire all at once.
Audio Content
Podcasts, songs, and voice notes are examples. They let people listen and learn while doing other things.
The Kind of Content People Love to Watch and Consume
In today’s digital world, people love watching content that connects with them emotionally or adds some kind of value to their lives. Everyone spends time online, but what catches attention is the content that feels relatable, useful, or entertaining.
Here are some types of content people usually prefer:
Entertaining Content
People enjoy watching funny videos, challenges, memes, or short stories that make them laugh or feel relaxed. Entertainment is one of the biggest reasons people consume content every day.
Educational Content
Many people love learning something new — tutorials, how-to videos, facts, and informative blogs. Educational content helps people grow their knowledge and skills.
Inspirational Content
Motivational videos, success stories, or quotes that inspire people to do better are widely loved. This type of content connects emotionally and pushes people to take action.
Problem-Solving Content
People often search for solutions online — whether it’s about health, career, fitness, or daily life problems. Content that provides clear answers or tips gains quick attention.
If you look closely at the content people love to watch and consume, you’ll notice a pattern — almost all of it serves a purpose. It either teaches something new, makes us laugh or enjoy ourselves, or gets us involved in some way. In other words, most content can be grouped into three main categories, known as the 3 E’s: Educate, Entertain, and Engage.
What Are the 3 E’s of Content?
Every piece of content is created with a purpose. Most of it falls under the 3 E’s: Educate, Entertain, and Engage.
Educate: Content that teaches something new or shares useful information. Examples include blogs, tutorials, and how-to videos. Educating content builds trust and helps people learn.
Entertain: Content that makes people laugh, smile, or enjoy themselves. Funny videos, memes, and creative stories fall into this category. Entertaining content grabs attention and keeps people coming back.
Engage: Content that encourages interaction. Quizzes, polls, challenges, or posts asking for opinions make people feel involved. Engaging content builds a connection between the creator and the audience.
In short, content works because it either teaches, entertains, or involves the audience. Understanding the 3 E’s helps creators make content that people enjoy, remember, and share.
Now that we understand what content is and how it connects with people, let’s see how businesses use it to build trust, attract customers, and grow — this is called Content Marketing.
What is Content Marketing?
Content marketing is a way of promoting a business by creating and sharing content that adds value to people’s lives — instead of just asking them to buy something.
It focuses on building trust, educating the audience, and creating long-term relationships, rather than pushing for quick sales. When a brand helps people first, people naturally start trusting and following it.
Here is an example of how business can rely on Content Marketing
Imagine a gym owner. To promote the gym, they post a poster about their offers or membership plans. But along with that, they also share helpful fitness content — like workout tips, healthy diet ideas, or motivation to stay consistent.
This way, they’re not just promoting their gym — they’re building trust, educating people, and connecting with their audience through valuable content.
Through this image, gym is doing the direct promotion
This is a social media post , the gym is gaining trust from the viewers
How to Create Content That Actually Works for Your Business
Most of the people tell you to “post regularly” or “use the 3 E’s,” but the real key is thinking like your audience first and turning your content into an experience. Here’s a fresh approach:
Think Like Your Audience
Before creating any content, put yourself in your audience’s shoes. Think about what they want, what problems they face, and what kind of content will grab their attention. Content should provide value, not just post for the sake of posting.
Blend Education, Entertainment, and Emotion
Good content doesn’t just teach or entertain — it combines both and adds emotion. This makes it memorable and encourages people to engage.
Use Multiple Formats
Don’t rely on only one type of post. Mix videos, infographics, polls, and stories to reach people in different ways.
Make Your Audience Part of the Content
Involve your audience through challenges, polls, or testimonials. When people feel included, they trust your brand more.
Track Engagement and Improve
See which content gets attention and interaction. Use this feedback to create more posts your audience loves.
Common Content Mistakes to Avoid While creating Content
Not Understanding Your Audience
Content works best when it is created for the right audience. If you post without knowing what your audience wants or needs, people will lose interest quickly.
Only Promoting Products or Services
Constantly pushing your products can feel annoying. People prefer content that educates, entertains, or inspires. Balance promotional posts with valuable content to build trust.
Ignoring Feedback
When people comment or interact with your content, ignoring them can hurt your relationship with the audience. Responding and engaging makes your audience feel valued.
Inconsistent Posting
Posting irregularly can make people forget about your brand. Consistency helps your audience trust you and stay connected.
Copying Others’ Content
Repeating someone else’s ideas may seem easy, but it doesn’t create trust or uniqueness. Original content shows your expertise and builds your brand identity.
Not Tracking Performance
Posting without checking what works is a wasted effort. Use analytics to see which content is performing well and adjust your strategy accordingly.
Conclusion
Content is more than just words, pictures, or videos — it’s a way to connect with people. Whether it’s educating, entertaining, or engaging, every piece of content carries a purpose.
In today’s digital world, businesses grow not just by promoting their products, but by building trust through valuable and relatable content. That’s what content marketing is all about — creating something that helps people, not just sells to them.
When you understand your audience, create content with purpose, and stay consistent, you don’t just get views — you build a loyal community that believes in your brand.
Remember, great content doesn’t only inform — it connects, inspires, and influences.
