Balancing Entertainment and Information in B2B Content Marketing

As mentioned in the inbound marketing playbook for startups, “B2B marketing is evolving, and humor, creativity, and authenticity are becoming key to building connections.” 

This article explores how B2B companies can strike the right balance between entertaining content and informative messaging to capture and retain their audience’s attention.

Why Entertainment Matters in B2B Marketing

Historically, B2B marketing has been perceived as dry and overly technical, but today’s decision-makers are increasingly influenced by content that engages them emotionally. Entertaining content doesn’t just grab attention—it can humanize a brand and make it more relatable.

As Saad Khan, GTM consultant, explains, “Using humor or creative content allows you to break through the noise and make a lasting impression.” By balancing entertainment and information, companies can create content that’s not only engaging but also valuable to their audience.

How to Balance Entertainment and Information

1. Use Humor to Humanize Your Brand

Humor can make even the most complex or technical topics feel approachable. While B2B buyers are still looking for valuable information, a touch of humor can create a connection, making the content more memorable.

• Actionable Tip: Use light humor to introduce challenging or mundane subjects. For example, create videos or social posts that poke fun at common industry frustrations while subtly positioning your product as the solution.

2. Educational Content with Creative Delivery

Creative content isn’t just about being funny—it’s about delivering information in an engaging way. Visual storytelling, interactive content, and even gamification can make educational content feel more like an experience.

• Actionable Tip: Use infographics, animations, or quizzes to break down complex topics. For instance, a video that simplifies your solution’s technical benefits in a playful manner can hold the audience’s attention while educating them on key points.

3. Appeal to Emotions, Then Inform

Start by engaging your audience emotionally and then deliver the educational content. This strategy works well because it captures attention first, creating an opportunity to provide valuable insights afterward.

• Actionable Tip: Create content that opens with an emotional story or scenario, then transitions into practical takeaways. This could be in the form of a customer success video that starts with a relatable problem and ends with a demonstration of your product in action.

Conclusion

In B2B marketing, balancing entertainment and information is key to creating content that resonates with decision-makers. By using humor, creative formats, and emotional engagement, startups can build stronger connections with their audience while still delivering the information that matters. As Saad Khan suggests, “It’s not just about being funny—it’s about being memorable.”