A clue to success in today's more crowded thoroughfare of content marketing is to entertain while you inform. It will give your content a distinctive quality and provide an even richer conduit to convey your story.
Entertainment values need to match the nature of the content it accompanies. Many subjects aren't appropriate for light-hearted treatment. But great photography or emotional storytelling can deepen the understanding of viewers.
The presentational qualities of almost all media — from billboards to videos — have improved hugely, so most people are accustomed to, and expect, outreach with more dimension and pizzazz. You no longer can afford to communicate in 2D to a 3D world.