Empathy. Doesn’t feel like a word you’d read in the context of content marketing, right? Well, like any good writing, good content works at an emotional level with their audience. In the AI-driven generation, the audience yearns for an authentic connection with brands. By approaching content creation with empathy, brands can build trust, increase engagement, and foster customer loyalty.
Understanding Empathy in Content Marketing
Step 1: We need to sell this product
Step 2: Create content showcasing the USPs of the product or service
If that is the approach your content marketing takes, it lacks empathy. The first step, always, is to understand the audience in the space. And that, my friend, requires empathy. It means putting oneself in their audience’s shoes and creating a product/service, and ultimately content that either addresses the audience’s challenges meets their needs, or affirms their values.
More often than not, a brand realises there are multiple audience personas that they cater to. It is crucial to flesh those out, starting right from the demographics to the kind of content that cohort is likely to consume, the kind of music they listen to, and the kind of interests they have. Once we have it all, it helps us get in their heads, and start thinking from their perspective. As Simon Sinek says, ‘Start With Why’.
This works on multiple levels. When we have a core ethos that the brand is built on, not only do the people working with the brand relate with it, but also the consumers see the value proposition align with their value systems.
Take the example of Ikea’s launch in India. Their campaign, ‘Ghar Aa Jao’ is impactful because it says exactly what it means, clearly, and succinctly. It strikes a chord with the universal ‘feeling’ of home.
Storytelling as a Tool for Building Empathy
If content marketing is the skill, storytelling is the art. Each piece of content that is associated with your brand’s name must have a story. A start, middle, and end. Whether that’s a 30-second Reel, a blog, or a DVC, it must resonate with your ethos. It has to be real and relevant to your audience. Not only should it make sense individually, but in the series of the campaign itself, it should flow well, and come together.
Let us take the example of cold drinks or soft beverages. Most of them talk about their freshness, and flavour, which is all great and relevant, but then we have Coca-Cola, which says, “Open Happiness”. These two simple words, put together, make all the difference. It builds a story around human experiences, and how Coca-Cola fits in their lives. It goes beyond the product and enters the audience’s life through insight and empathy.
The brand values must find a way to shine through, and the building block to it is empathy.
The Business Benefits of Empathetic Content
Beyond the great branding impact that empathy-driven content yields, it also leads to tangible business benefits, from increased engagement to building customer loyalty. When customers feel understood, they are more likely to engage with content by liking, sharing, and commenting, and they are also more likely to make purchases. Customers who align with the values of a brand tend to stay loyal to it. Think of any Apple customer. The quality of their products doubled with their consistently killer content, creates a recipe for continued success.
Beyond customer-facing benefits, empathy also strengthens internal team dynamics, encouraging collaboration and shared purpose among team members. By focusing on a common goal—understanding and serving the customer better—teams can work together more effectively, contributing to a cohesive brand voice and unified message across channels.
Quick Tips for Building Empathy in Content Marketing
Keep it simple, silly. Use plain and relatable language over jargon-based talk which can be isolating.
Listen to your customers from their interaction on social media comments, DMs, and reviews, and draw a feedback loop that keeps them involved.
Let your visuals supplement your thoughts and words. The visual tonality of a brand is just as important when it comes to content marketing.
Prioritise storytelling and the customer over quantity and rushed content being rolled out.
Now that you know all the many benefits of empathy at the heart of content creation, get back to the drawing board and start creating with Empathy.
Psst! This blog was created after a lot of thought by a real person. #NoGenerativeAI