The more information you gather about your customers, the better. 7 Brands Getting Email Right During a Crisis [Examples], Why We Are Still Talking About Email in 2020, Cook Up Email Marketing Automation With These 6 Recipes, Content Marketing Can Do More Than Survive in the New World. Informa UK Limited is part of Informa PLC. People have long required their leaders to display some degree of empathy to ensure they would make decisions for the greater good. People share similar feelings and move one another. There’s never a bad time to use empathy in the creative process, but Herd recommends using it as a problem-solving tool. The imperative is clear – stay relevant by updating your content marketing plan or get left behind. In the past few weeks, the company has created content to help its audience shift to doing its client work online. Number 3099067. Grab a sheet of paper and create four quadrants. Instead of announcing a new sale or seasonal clothing favorites, Patagonia’s back-to-business email opens with a thoughtful message: In succinct paragraphs, the email goes on to thank health care professionals, public servants, and the many others who are supporting the community. Do you know of resources your audience members may not have that could help them? Content marketing is a long game and content for content’s sake won’t work. HomeSpotter caters to real estate brokerages and agents. Hear? It’s a combination of setting realistic expectations, studying your target audience, and staying in your lane. In one circle, list the problems your audience and industry are grappling with. [Webinar] The 2021 Content Checklist: Learn how to get buy-in, budget, and set yourself you for success Empathetic marketing consists of creating content for your website that engages and connects with your “ideal customer”. This airline company consistently creates empathetic content that is engaging and relevant to their target audience. “Empathy is feeling with people.”. The Dove campaign that tried to display the beauty of a diverse group of women of all shapes and sizes after learning only a small percentage of women believe they are beautiful is a good example of this. The key for companies is to have the people who work for them reach out to potential customers and provide authentic experiences and content that prove you know about their lives. But for content marketing to work well, it requires an empathetic approach. Any description of what they might be feeling or going through can boost your message. In the other circle, list all the areas of your brand’s expertise. The ability to empathize is a skill worth developing because it can affect everything, from content creation to team management. Patagonia has always been a brand that stands behind its mission to fight for people and the planet. Done effectively, it can help people feel seen and heard. Now You’re Segmenting With Science: How to Use Quantitative Psychology, Discover the Secrets to Successful Content Creation, A Quick Audit to See If Your Content Passes a COVID-19 Exam, The Why, When, and How of Republishing Blog Posts. The hope then, of course, is that your good deeds will be rewarded with sales. Informa UK Limited is a company registered in England and Wales with company number 1072954 whose registered office is 5 Howick Place, London, SW1P 1WG. 8 Clever Examples of Empathetic Content Marketing in Action 1) LUSH Content Type: Video. Frankly, common sense and a little humanity go a long way. CREATE EMPATHY MAPS; A technique that’s used widely across the agile and design communities, empathy mapping, can help you gain even deeper insight into who your customer is. Essentially, it refers to the idea of walking a mile in someone else’s shoes. // Content Marketer . Daisy is a freelance SEO content marketer that helps clients create compelling content campaigns. Business owners used to ask about how to use advertising to increase sales. The brand highlights its values of sustainability and supporting the environment by reminding the audience that recycling and reusing is still one of the best ways to enjoy Patagonia clothing. It also can help your messages strike the right chord. Collect information from your archive and present it in a way that will help your audience find the content it needs from trustworthy sources. The pandemic means different conversations. To sell, sell, sell, sell can help you come up with ideas for blog! Way to demonstrate empathy their work safely and successfully online what your audience and brand ambassadors experiential. Marketing in Action ways to build a long-term relationship with your customers ’ pains and.... To all is another way to demonstrate empathy London SW1P 1WG this simple activity to recognize brand... 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