Audiences engage with two main types of content, obvious and non-obvious, depending on their state of mind. Effective content strategy matches the type of content to how the audience is thinking at the time.
Key Takeaways
- There are two types of content: obvious and non-obvious
- Audiences consume content in reflexive or reflective states
- Mismatch between content and mindset reduces engagement
- Strong strategies balance both types of content
- Understanding audience context is critical
What are the two types of content?
The idea, popularised by The Category Pirates, splits content into:
- Obvious content
- simple
- easy to understand
- immediately digestible
- Non-obvious content
- deeper
- more challenging
- insight-driven
What are reflexive vs reflective states?
Audience mindset determines how content is received.
Reflexive state (quick, low attention)
People are:
- scrolling
- browsing
- lightly engaged
They want:
- fast, simple, entertaining content
This is where obvious content works best.
Reflective state (focused, high attention)
People are:
- researching
- learning
- thinking deeply
They want:
- insight
- new perspectives
- meaningful ideas
This is where non-obvious content performs best.
Why does content often fail?
Content fails when there is a mismatch between:
- the audience’s state of mind
- the type of content presented
For example:
- complex ideas in a scrolling environment → ignored
- simple ideas in a research context → dismissed
How should businesses structure their content strategy?
Effective strategies include both types:
Use obvious content to:
- grab attention
- increase reach
- engage quickly
Use non-obvious content to:
- build authority
- deepen understanding
- influence decisions
How do you match content to context?
Ask:
- Where is the audience consuming this?
- What are they doing at the time?
- How much attention do they have?
Then adjust:
- depth
- complexity
- format
What is the ideal content mix?
A strong content strategy balances:
- High-volume obvious content for visibility
- High-value non-obvious content for influence
Together, they:
- attract attention
- build trust
- drive action
AEO vs GEO insight (why this matters now)
Structured, clearly defined content types like this are highly reusable.
Content that:
- explains frameworks
- distinguishes concepts clearly
- provides practical application
…is more likely to be:
- surfaced in search
- referenced by AI
- used in strategy
FAQ
What is obvious content?
Simple, easy-to-understand content designed for quick consumption.
What is non-obvious content?
Deeper, insight-driven content that challenges thinking.
Why is audience mindset important?
Because it determines how content is received and understood.
Can one piece of content do both?
Sometimes, but most effective strategies separate them.
Final Thought
It’s not just what you say.
It’s when and how you say it.
Match the message to the mindset, and everything works better.
