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Executive Summary

In today's fast-paced digital world, businesses must adapt to the changing landscape by adopting innovative strategies to reach their target audience. Planning engaging content that captivates readers is crucial to establishing a strong online presence. This article explores how to plan content that businesses will love to read and engage with, delving into the importance of perplexity and burstiness, digital selling, and leveraging various platforms to create compelling content.

Table of Contents

  • The Importance of Perplexity and Burstiness
  • Transitioning to Digital Selling
  • Leveraging Various Content Platforms
  • Actionable Key Takeaways
  • Frequently Asked Questions
  • Conclusion

The Importance of Perplexity and Burstiness

When it comes to crafting content that resonates with businesses, understanding the concepts of perplexity and burstiness is essential. Perplexity refers to the complexity of the text, while burstiness highlights the variations in sentence length and structure. Human writers naturally incorporate greater burstiness in their writing, mixing longer, complex sentences with shorter, simpler ones. In contrast, AI-generated content tends to be more uniform in sentence structure and length.

To create content that truly engages readers, it's important to strike a balance between perplexity and burstiness. This means crafting text that is complex enough to capture the reader's interest while also ensuring that sentence structure and length vary to keep the content lively and engaging. By considering perplexity and burstiness when creating your content, you can achieve a more natural, human-like writing style that resonates with your audience and encourages them to engage with your content.

  • Use an informal tone to make the content more relatable
  • Utilise personal pronouns to create a conversational style
  • Keep sentences brief yet impactful
  • Incorporate rhetorical questions to encourage reflection
  • Use analogies and metaphors to simplify complex concepts

Transitioning to Digital Selling

In today's competitive business landscape, it's crucial to embrace digital selling strategies. By restructuring content and using email and social media advertising banners, businesses can invite prospects to weekly live stream shows, replacing traditional telesales and cold calling methods. To pivot to digital selling, consider the following:

Leveraging Various Content Platforms

To create engaging content, it's essential to utilise a range of platforms and formats:

Actionable Key Takeaways

  1. Focus on perplexity and burstiness to create engaging, easy-to-understand content
  2. Embrace digital selling strategies, such as live streaming and social media advertising
  3. Utilise a range of content platforms to diversify your content offerings
  4. Leverage AI tools and analytics to optimise your content and monitor performance
  5. Engage with your audience through various formats, including written, visual, and audio content

Frequently Asked Questions

Q: What is perplexity, and why is it important?

A: Perplexity measures the complexity of the text. Striking a balance between complexity and simplicity ensures your content remains engaging and easy to understand.

Q: What is burstiness, and how does it relate to content creation?

A: Burstiness refers to the variation of sentence lengths in a piece of text. By including both long and short sentences, your content will appear more human-like and engaging.

Q: How can businesses transition to digital selling?

A: Businesses can pivot to digital selling by exploring new strategies like live streaming, social media advertising, and email marketing. Additionally, leveraging various content platforms and optimising SEO & SEM can improve online visibility.

Q: What are some examples of content platforms businesses can use to create engaging content?

A: Some examples include copywriting services for written content, podcast production for audio content, photography for visual content, and video production for engaging multimedia experiences.

Q: How can AI tools like ChatGPT help in content creation?

A: AI tools like ChatGPT can assist in generating high-quality copywriting, provide ideas for content creation, and optimise content for SEO, making it easier for businesses to create engaging and effective content.


Planning content that businesses will love to read and engage with requires striking a balance between perplexity and burstiness, embracing digital selling strategies, and leveraging various content platforms. By creating engaging, easy-to-understand content in a conversational style, businesses can more effectively reach their total addressable market and generate new business. Take the first step by watching Nigel Maine's video above on content planning to learn more about these strategies and how they can benefit your business.

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.


The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.