There are a few moving parts here. Typically, content created and promoted will help the reader in some way, and, in some instances, it will be purely for entertainment.
Red Bull does a great job with entertaining content marketing by aligning themselves with lots of high-octane sports. A great example is Red Bull Stratos, where Felix Baumgartner parachuted to earth from space. This is pure entertainment, yet it is well aligned with the brand.
For the average business, the content you publish is likely going to be a little more practical and related to the pains, gains and jobs that your target customer wrestles with.
At Bowler Hat, we help businesses with SEO and digital marketing, so we tend to publish content that helps people improve their SEO. We are talking mainly to business owners and in-house SEOs.
This exposure helps us demonstrate our expertise and build relationships with companies that we can help. It’s marketing, but, in a nice and non-sales-focused way. It’s marketing that feels good and not pushy.
I didn't find the right solution from the internet.