Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

You Shouldn't Think Of Your Content As Entertainment #shorts

11 Jun 2026 · 1 min

Watch on YouTube

1:16

In this YouTube short, Nicolas Cole argues that unless your business is pure entertainment (e.g., a MrBeast‑style channel), you should not frame your content as entertainment. Instead, the core of a content strategy is to identify and answer the full spectrum of questions your audience has. He warns that surface‑level questions are only the tip of the iceberg and that creators need to dig deeper to uncover nuanced, layered queries. Cole recommends recording sales calls to capture authentic questions, then unbundling each question for different audience archetypes, desired outcomes, and specific problems. The overall message is to think of every piece of content as a direct answer to a real, often hidden, audience question rather than as entertainment.

Chapters

unless you are in the entertainment business, meaning your business is entertainment, MrBeast YouTube channel type, like entertainment. I don't think it's helpful thinking of content through the lens of I do education here, I do education 50% of the time, I do entertainment 50% of the time. That doesn't work. The way to think about it, and unless you are in the entertainment space, which is different, then content is entertainment. If it's not entertainment, the only thing you need to understand for a content strategy is what are all the questions that my reader has? And I will tell you, and I'll tell everyone here, I promise that sounds really simple. And you'll come up with like 8 questions and then you'll be like, "I guess those are all the questions." I promise you those are not all the questions. I've been writing about these topics and answering questions for 10 years and every day I come up with new questions to answer. The rabbit hole goes very deep. And so the skill to build is being able to push beyond, yeah, these are the 5 or 10 like surface level questions. What are the nuanced questions? A really great way of identifying this is you should tell the client, record all of your sales calls. Because I guarantee you in every single sales call there are questions. And then you can take each question and you can unbundle it further. You can be like, alright, so let's take this same question, but answer it for this archetype of person versus this archetype of person versus this outcome versus this problem. Just think of content as questions.