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Empathy-Based Marketing

Ways to Use Empathetic Content Marketing

When I say the word “empathy,” what do you associate it with?

Kindness to a family member going through a hard time? Supporting your partner when they’ve had a bad day? Or, does a business-related example come to mind?

I’m going to guess that many people don’t associate “empathy” with buying or selling.

Unfortunately, many brands don’t either!

But as we move forward from COVID-19, empathy-based marketing isn’t just the right thing to do, your customers now expect it.

Many studies done during the pandemic are showing that people want brands to be more empathetic and aware of the long-term impact it will have on their lives.

Hopefully, you communicated authentically and empathetically with your customers during this time, and you’re going to have to continue to do so!

So now that we’ve established that being empathetic is important, let’s define exactly what it is.

Basically, it’s putting yourself in your customers’ shoes to better serve them. And unlike sympathy, which is feeling compassion, empathy means imagining yourself in another person’s situation.

Examples of Brand Empathy

Let’s look at a real-world example: IKEA recently created a video using footage shot by employees, capturing moments at home.

By thinking like their customers, the company showed solidarity and connection during the COVID-19 crisis⁠-and reminded people that maybe they should spruce up their space!

Here are a couple of ways a small business owner could use empathetic content marketing:

  • Make a DIY blog or video to show people how to create something using your product. Whether it’s growing herbs, updating their wardrobe with a few key pieces, doing crafts, or tracking their finances, this could be a good way to provide something useful to customers or social media followers who are spending more time at home.
  • Give a portion of your proceeds or donate products to a charitable cause. During the pandemic, one of our clients, Malarys, was very active in the community, donating a number of face masks to health workers. People are going to be looking to brands to continue these charitable efforts post-pandemic.

No matter how you approach empathy-based marketing, make sure you’re offering something of value to your audience.

According to 65% of consumers say they already get too much material from marketers, and nearly that many think they’re getting useless content.

Being empathetic isn’t your excuse to peddle fluff or lose sight of providing people with an actual solution.

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