Empathetic Content Marketing, What is it and Why Use it?

Empathetic content marketing is giving your customers what they want, find out how to Create Empathetic Content To Engage Your customers.

Empathetic Content Marketing

Image Source: FreePik

What story is your brand telling? Are you just talking about your business or are you tapping into something more powerful with your customers?

When it comes to empathetic content marketing, it is your customer who is the main character of your tale. You help them understand why a product or service is valuable and what emotions it can provoke. 

Stop beating your head against “the hard sell” and use empathetic content in your marketing strategy to move your audience. Let’s take a look at how you can do just that.

What Is Empathy & What Does It Have to Do With Content Marketing?

Empathy is the power to notice, grasp, and share another person’s thoughts and feelings. In the biggest number of cases, empathy is not something that comes easily to us. We must work hard to cultivate it.


Empathy is a key asset in marketing. It is impossible to engage with a consumer if we do not comprehend their viewpoint or concerns. How can you ever build brand loyalty if you can’t give your customer something to believe in?


Brands concentrate on building emotional ties with consumers in order to build their base as well as maintain them. Empathetic content marketing enables you to connect to your customers on a personal and emotional level. As a result, you will get ride or die customers who stick with you.

According to a study, customers who have an emotional relationship with a brand have a 306% higher lifetime value and will likely recommend the company at a rate of 71%, instead of the average 45%.


What Else can Empathetic Content Marketing do for Your Business?

Using empathy content marketing in your strategy covers a lot of bases that really matter in terms of growth. 

1. It increases trust.

Customers prefer to have faith in a brand. They want more true and honest interactions. Nowadays, you have an increasing number of options to communicate directly with your ideal consumers.

  • Begin by considering issues from your buyer’s point of view.
  • Add some honesty and clarity.
  • People will develop a bond with your company, grow to believe you, and become a client.


2. It influences brand reputation significantly.

Today’s marketplace includes people of all ages and backgrounds. When you combine it with individual and international conditions, the requirement for empathetic marketing emerges. You may be skilled at explaining your business or product and emphasizing its benefits. Anyway, it will not suffice today.

Your brand must go further to engage with customers on a profound level. Show your understanding of their situations, interests, and desires, and engage on a personal level. Give them answers to their issues. More visibility, attention, and a more devoted consumer base will help your firm. As a result, the credibility of your organization will improve.


3. It improves marketing ROI.

Earlier, data-driven marketing efforts were the standard. You collect a lot of data, put it into a specific strategy, and start your campaign. Nevertheless, focusing entirely on this data today may result in a flat or poorer marketing ROI.

Alternatively, merge your analytics with empathetic marketing to watch your results skyrocket. You will be ready to generate valuable content, explore unique ways, and observe as your marketing ROI rises.


4. It results in brand loyalty.

Brands with which customers may connect individually contribute to long-term customer trust. In this case, word-of-mouth marketing turns out to be a companion to customer satisfaction.

For example, social media networks are appealing destinations in this matter. They allow highlighting companies that not only solve an issue but do it with empathy. Essentially, your empathic character may help you win new clients in both direct and indirect ways.


Content Marketing Ideas That Are All About Empathy

Now it is time to understand how to create empathetic content and make it work out. 


1. Develop customer personas and prepare content based on them.

Constructing a customer persona is analogous to developing a character in a fiction story. Except it is a little bit more complicated. In this case, it will have a personality and behavior based on your customer data and other statistics.


When you realize who your consumers are, you can better grasp their demands and aspirations. Once you recognize their objectives, it is easier to create material that will resonate with them. Regardless of whether your material is entertaining or educational, it must enrich your client’s life.

Give your consumer persona a name, geographical information, hobbies, and behavioral characteristics. You will be aware of their:

  • objectives;
  • pain points;
  • purchasing patterns;
  • emotional responses (if applicable).


Here is an illustration of a customer persona that you can go with.

  1. Persona: Suzanne, a support manager in the kitchen equipment company.
  2. Personal background: age 39, divorced with two children, lives in Liverpool.
  3. Business background: has a Master’s degree in finance.
  4. Lifestyle: She takes care of her children alone. Suzanne hired a cleaning lady to manage all the household duties. She gets extra support from her ex-husband, Jack. The woman wants to take her children on a marvelous vacation somewhere near the seaside and collects money.
  5. Challenges and pain points: She does not have enough time to spend with her children, who are 12 and 16 years old.
  6. Information sources they prefer: Social media addict – Facebook, Twitter, and Instagram.
  7. Emotional triggers: She is afraid of spending more money on house rent than her kids.

2. Customers should come first.

What do I mean by this? Great question. Which type of business would you rather buy from?

A business that simply tells you that they are the best at solving your problems.


A business that actually provides a solution to a problem you have as a customer, and backs it up with real wold data and customer reviews..


Who would you be willing to do business with? Most people opt for the second choice.

Curating material based on customer pain points is a great way to research where to begin with empathetic content. Simply ask yourself the following questions:

  • Is your material beneficial to your target audience?
  • Is your material broken down into simple steps?
  • Is your material assisting your viewers in expanding their expertise in their market segment?

Your content performs better when you seek methods to fulfill your client’s requirements, goals, and motivations.


3. Quality is more critical than quantity.

The quality vs quantity argument has long been decided in terms of effective marketing. Actually, in different marketing types, value always triumphs. You need to tailor your content marketing ideas to your business. Generally speaking, empathy makes sure you can connect with your clients.


Instead of guessing, understand what benefits your buyers can find in your material. If you publish one blog post per week or one eBook per month, your clients must find them engaging and helpful.


Focus on the objective, provide straightforward guides, and cut the surplus for high-quality content. This works out for any form of material. These include blog posts, promotional materials, product descriptions, digital downloads, and others.


4. Share personal experiences or thoughts.

Do you remember the good old days when the film Parisian Love by Google was popular? It is about a young guy embarking on a journey that includes living abroad, having a relationship, and establishing a family.


This is all based on Google searches. The authors did not even depict the main character. The brand might have merely highlighted the advantages of Google. What makes the tale fascinating? The viewers can connect to the persona and the story.


So, attempt to select information and include your individual story in your message. Presenting a personal perspective can link your readers with you on a more individual basis. It will give empathy to your material. So, identify your demographic, including personal stories to which they may connect, and demonstrate why your solutions are beneficial.


5. Do not forget about emotions.

An emotional component is by far the most motivating aspect of any marketing strategy.

Out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content. Hubspot


Empathetic content marketing is not just about making people feel happy — there are a LOT of different emotions. Even anger can motivate people in a positive way with a marketing campaign.

According to a study, content that elicits anger has a 38% chance of going viral. These types of content are likely to get more shares as readers will want others to see it.


Summing Up

According to a study, Customers who are emotionally connected to a Brand are 52% more valuable than highly satisfied customers. 


Considering feedback and individual interactions with end users do miracles with empathy content marketing types. Choose the stuff that works for people and craft your message. Remember that no one will be a greater ambassador for your business than one who has every confidence in it. Now you know how to create empathetic content and deliver value through it. Thanks for reading!