The Power of Empathy: Creating Content That Connects with Your Customers, Part 1

The Power of Empathy: Creating Content That Connects with Your Customers, Part 1

Two Colleagues Discussing a Piece of Written Content | Creating Empathetic Content | BlueprintEmpathy is having its moment in the spotlight — and for good reason. In our information economy, this soft skill can be the lynchpin that makes or breaks a content marketing campaign. In an age when online platforms and digital megaphones are ubiquitous, those who manage to elicit a sense of human connection are the ones who break through the din.

Ironically, businesses that communicate their messages with content evoking the tangible connectedness of the pre-digital era are best poised to reach and influence online audiences. By enlisting the talents of its writing team, a quality Atlanta SEO company can provide businesses with this kind of well-crafted content that leverages the power of empathy to create authentic connections that will keep clients returning again and again.

How Empathetic Content Influences Customer Relationships

Bill Bullard notes that “the highest form of knowledge … is empathy, for it requires us to suspend our egos and live in another’s world.” One of the most universal and fundamental human drives is the need to feel seen, heard, understood, and supported. Empathy is about acknowledging this need and seeking to comprehend the experience of others, while affirming the validity of their perspectives.

Businesses that employ empathy not only gain keen insights into the motivations of their target audiences, their messages also become infused with a magnetic human element. Empathetic content does much more than just convey information—it creates an emotional connection by establishing trust, rapport, and genuine relationship between brands and their customers.

By letting readers know that their struggles and desires are valid and well understood, companies can position themselves to communicate their unique capacity to provide customers with personalized solutions. Shifting from egocentric to empathetic content writing can be accomplished using the same techniques found in any good conversation: listening, considering, and responding thoughtfully.

The Importance of Listening in Content Creation

The proverb “listen before you speak” may sound cliché, but these words persist for a reason. There are few things that have the ability to engender affinity between two parties like active listening. For businesses seeking to connect and communicate more empathetically with their audiences, the first step requires saying very little at all.

According to marketing guru Tony Zambito, “for marketing to be able to connect with the outside world of customers and buyers today, [businesses] must be guided by human insights.” There are a number of ways that companies can “listen” to their customers. Reviewing web analytics is a common method and can certainly be enlightening.

However, Zambito observes that “nearly 65% of executives today rely on subjective human insights” and are depending “less and less on business intelligence and analytics,” suggesting that “business decision-making is becoming extremely personal.” Given this trend, “social listening” may serve as a more reliable means for crafting intentional online content.

Using Social Listening to Tailor Content Marketing Strategies

Interacting with customers directly in the comments section on blog and social media posts allows businesses to reach through the digital barrier. By going straight to the source, companies can more accurately ascertain the dilemmas motivating their audiences and identify ways to tailor their content strategies for maximum engagement.

Similarly, crowdsourcing input and feedback through online surveys and social media polls not only alleviates the guesswork of discerning audience needs but also enables customers to appreciate the value they bring to a company. Fostering this sense of symbiotic community strengthens the emotional bond between brands and consumers, creating loyal followings.

Whether the aim is to generate a series of relevant blog posts, cultivate an alluring web presence, or embark upon an email marketing campaign, it all begins with listening. Opening with a question invites customers to share their story, allowing them to feel “heard” while providing businesses with the raw materials with which to construct a targeted content marketing action plan.

By: Aimee Stokes
  • Elizabeth Weaver

    Aimee, this is so on point! My favorite part: “Empathetic content does much more than just convey information—it creates an emotional connection by establishing trust, rapport, and genuine relationship between brands and their customers.” I’ve learned that this is also true when applied to the account management level of campaigns – truly listening to what the customer is saying from his/her point of view makes the relationship that much stronger and the campaign that much more successful. Can’t wait to read Part 2! Very well done.

  • Adriana Reynolds

    Great post, Aimee! Great content is about generating discussion and building relationships with customers. Many businesses forget this and focus too heavily on just pushing information about their products and services. Understanding the needs and motivations of customers strengthens their connection and loyalty to your brand. Looking forward to Part 2!

  • Jeff Cline

    Really enjoyed how you included the tools to find what customers are saying and how to connect to the pain points. I’m not sure of the accurate statistics, but customers are much more likely to leave a negative review than a positive one.

    More than just a content management team, Imagine the difference if a company’s CEO personally reviewed customer complaints and drove business decisions from the top down with these pain points in mind. In this day “customer satisfaction” is the lowest rung of the ladder, but people will remember, post and share an exceptional experience very rapidly – just ask Chewbacca Mom.

    So Once we have the emotional connection – whats the next step?
    Patiently awaiting part 2.