Ross admits doing all four is hard, but says content that does is very successful. He defines each one: - Educate: give people information they never had. - Engage: get people talking, possibly through controversy or a contrarian angle. - Entertain: make people feel an emotion. - Empower: make readers feel they can go and do something special.

“The best content does what I like to call the four E's. It educate, engages, entertain and empowers people. Now it's hard to do all four.”

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