Funny Content, Serious Business: How to Use Humor in Content Marketing

Everyone likes a good joke. Everyone wants to be entertained. But when it comes to using humor in content marketing, people still hesitate. We are, after all, not here purely to entertain. Our content needs to serve a business purpose, inspire action, and rack up the sweet, sweet conversions.
Can potential buyers really take your brand seriously if you make them laugh?
I call this the Roger Rabbit/Goodfellas conundrum, best expressed by these two quotes:How do you get the Roger Rabbit benefits