Videos, blog posts, case studies, podcasts, ebooks, social media and community posts…

What do these content formats have in common?

They provide useful, actionable advice that addresses your audience’s pain points,  helps them make informed decisions, and positions you as a trustworthy expert in your industry.

But let’s be honest: Standing out in a crowded marketplace is tough. 

Even with generative AI tools to help, you can still struggle to create content that cuts through the noise and delivers real value to your audience. But with the right framework, you can drive more engagement and product signups from different distribution channels. 

That’s where the 4Es of content framework come in. 

This framework not only captures the attention of your audience, but it also establishes a strong connection with your audience and builds a lasting relationship with them.

We go into detail in this article to show you how to incorporate the 4Es framework into your content strategy, creation, and distribution processes. You will learn:

• What the four Es of content are.
• The role they play in content marketing.
• Actionable tips for using the framework, including examples from real brands. 

Let’s jump right in.

What are the 4Es of Content, and Why Should You Use It? 

The 4Es stands for content that educates, engages, entertains, and empowers.

Whether it’s a social media post, a blog post, a case study, a long-form essay, a YouTube video, or a TED talk, the best content always falls into one or more of these four categories: it educates, engages, entertains, or empowers people.

The framework ensures every asset you produce resonates with your audience and inspires them to take a desired action. This ultimately increases your brand’s reach, establishes you as a trusted authority in your industry, builds credibility with your audience, generates qualified leads, and ensures customer loyalty.

Slack executes the 4Es of content framework on social media.

On Valentine’s Day, for example, Slack created a love shoutout slide deck for various brands, which sparked a conversation and elicited numerous responses from individuals and brands:

Using a day like Valentine’s to recognize other brands has several impacts on Slack, including:

• Generating buzz and increasing engagement: The post attracted more than 1000 reactions, almost 50 comments, and 40 shares.
• Standing out from the competition: Slack has a reputation for creating entertaining content in an empathetic manner, causing people to stop scrolling to engage. One comment said, “Slack, your marketing department is #amazing.”
• Strengthening relationships with other brands: The post captured Canva’s, Figma’s, DocuSign’s, and other brands’ attention, which could lead to future partnerships or collaborations.
• Humanizes Slack’s brand: Making a humorous love-shoutout post demonstrates Slack’s personality and makes the brand more relatable and memorable to its audience.

You can take a page out of Slack’s playbook for special event days to generate positive buzz around your brand and truly connect with your audience, whether with an empowering, engaging, entertaining, or educational post. 

But you should ensure that the humor in your post aligns with your brand values and doesn’t offend or alienate any members of your audience. Also, consider the tone and messaging of your post to ensure it is appropriate and relevant for your target audience, as Slack did. 

Now, let’s look at how each framework component fits into your content marketing strategy, including actionable tips for using the framework and real-world examples.

How to Use the 4Es of Content Framework to Connect With Your Audience

This section will go over each “E,” discussing its importance, actionable tips for creating that type of content, and an example to inspire your own.

1. Educate