SlideShare a Scribd company logo
🎓 🎭 💭
3 KEY CONTENT APPEALS
EDUCATE ENTERTAIN CONVINCE
BASED ON AN ARTICLE THAT ORIGINALLY
APPEARED ON MY WEBSITE
I'm a Content Marketing Consultant
and CEO of Honigman Media.
HI!I’m Brian Honigman
EARN THE RIGHT
YOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI
MASTER THE ART OF THE
INDIRECT APPEAL
indirect appeal
(noun)
| (ˌindəˈrekt əˈpēl) |
An appeal to an audience need
tangential to your product/service
offering that doesn’t ask anything of
them and only provides value.
1
❔❔❔
HOW DO I CONSTRUCT
COMPELLING APPEALS?“
🎓 🎭 💭EDUCATES ENTERTAINS CONVINCES
MAKE SURE YOUR CONTENT EITHER:
❔❔❔
HOW DO I CHOOSE THE
RIGHT APPEAL?“
…
WHY DOES YOUR BRAND EXIST?
first ask:
CANVA TOOK THEIR
MISSION TO DEMOCRATIZE
DESIGN…
…AND USED THAT MISSION TO
INFORM THE TYPE OF CONTENT
THEY WOULD PURSUE.
(Canva Design School)
THE NATURE OF THAT
APPEAL WAS TO…
🎓EDUCATE
BREADTOPIA.COM
leverages educational content for ecommerce very well
BREADTOPIA.COM
leverages educational content for ecommerce very well
THEIR PRODUCT IS THE
LOGICAL CONCLUSION
❔❔❔
WHAT IF MY PRODUCT
DOESN’T REQUIRE
LESSONS?
“
🎭ENTERTAIN
PEOPLE LOVE TO LAUGH
AND ENJOY!
AND THEY’RE INCREASINGLY LOOKING FOR
THEIR ENTERTAINMENT ONLINE.
THE CATCH:
your content has to actually be
funny, enjoyable and entertaining
PEPSI’S LATEST YOUTUBE AD
DID THIS VERY WELL
AND THE RESULTS LITERALLY
SPEAK FOR THEMSELVES
These are YouTube commenters! They rarely
have nice things to say.
💭CONVINCE
IF YOUR BRAND IS MORE ABSTRACT IN
WHAT THEY PROVIDE, THEN TRY AND
CONVINCE SOMEONE OF…
A BIG IDEA
APPLE CONSISTENTLY DOES
THIS VERY WELL
THEIR VIDEOS DON’T JUST
ADVERTISE THE PRODUCT
THEY MAKE A FORCEFUL,
COMPELLING CASE FOR THE
VALUE OF GREAT DESIGN
APPLE’S PRODUCTS MIGHT BE
EXPENSIVE, BUT THEIR CONTENT
CONVINCES YOU THEY’RE WORTH IT
A HONIGMAN
MEDIA GUIDE
Download my free
content marketing
style guide here or
text me to grab it.
SEND A TEXT TO: 44222
TEXT THE MESSAGE: SLIDES11

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