- Consumers buy a product, of service based on emotion, which is justified by logic.
- We respond better when brands relate to us.
- Being able to share and understand the feelings of others is vital to successful content marketing.
Content Marketing in a Post-COVID-19 World
The COVID-19 pandemic has changed the digital marketing world forever in a multitude of ways. From pivoting businesses, to how we craft our content, this post-COVID-19 society is an ever-changing one and marketing your business online needs to keep up.
In the blog post, we will take you through the importance of using empathy in your copy and give you some industry-insight in order to help you create content that stands out from the crowd in all the right ways.
What is empathy in content?
Consumers buy a product, of service based on emotion, which is justified by logic. For example: I find myself hungry while out and about. There is a fast food restaurant nearby, but you know that it is an unhealthy choice for a meal. Your emotions are telling you that you’re ravenous and fast food will make you feel better. However, the logical side of your brain justifies this purchase with facts, for example: the fast food restaurant is nearby, it’s cheaper than any other restaurant within walking distance and you are virtually guaranteed to enjoy the food, as you have been there many times before.
Empathetic content marketing aims to hit consumers’ pain points, play on their emotions and justify their logic will always stand a higher chance of converting said consumer. In short, we respond better when brands relate to us.
Why use empathetic content marketing?
Being able to share and understand the feelings of others is vital to successful content marketing. Because, at the end of the day, most people buy products and services for themselves, so it’s imperative we understand what they want and why they want it.
In a digital age where personalised marketing is growing more popular everyday, what sets your business apart is the ability to target your ideal audiences, well.
Consumer Needs Have Changed
We’re not the same digital consumers we once were a few years ago. Our former selves would have barely paid any attention to the corporate social responsibility of an organisation we purchased from, we wouldn’t be stock piling hand sanitisers and investing in the seemingly extravagant expense of an ergonomic home office chair. It doesn’t matter what age, gender, social class you are, we look at, and utilise, brands differently now.
We want brands to make us feel safe, secure and socially responsible. We’ll spare you the patter about why you should be investing in your business’ local communities and paying attention to the activities involved in your supply chains, you can read more and about that here. For now, we will concentrate on providing you with the steps necessary to add empathy into your content strategy.
Identify your consumer
Knowing who your target audiences are is the first step to any content marketing strategy. You need to know who you’re talking to in order to sell to them effectively. Adding empathy to your content requires you to find out what your consumers are going through, what they care about and play on that. This post-COVID-19 world means that the priorities of many change shifted and your brand needs to understand how and why. For example, if your main customer base is restauranteurs and hospitality venues, you may realise that many of your potential clients are working on a smaller budget, with closed venues, or pivoting business plans.
You may have already developed your brand tone of voice when working on your content marketing strategy, but now is the time to really hone in on who you are, what you stand for and showcase that personality to the world. Be you, be human and share your story. For example, if your demographic includes new mothers, you could find it beneficial to take on a likeminded persona. This may include content that mirrors their tiredness, acknowledges the importance of self care and seeks to educate with birth stories. Of course, there can sometimes be a fine line between identifying with an audience and stereotyping, so be careful not to play on one factor too much, or too hard.
Identify and fix
We mentioned this in the beginning of the article, but empathy in copywriting is more successful when you get to know the pain points of your consumer. Since the COVID-19 pandemic began, the challenges people are facing have changed, from loss on income, to not being able to get hold of everyday items. Good businesses acknowledge this and take time to not only offer valuable content that provides solutions, but inspires and encourages change within their communities, too. For example, give budget-friendly options in your product range, donate to charities aiming to help those effected by the pandemic, or promote the possibility of buying from and supporting other local businesses.
Empathetic marketing isn’t about your products, your business, or your brand. It’s about your consumers and what they are going through. Your audience won’t appreciate the hard sell, with products and services being shoved under their noses. Be subtle about what you can offer to help out your consumers with things like free downloads, workshops, or simple advice. If you do have a specific service to sell, focus on the more holistic aspects, instead of price and products.
Writing with empathy is not easy and getting wrong can be detrimental to your business. If you’re looking to improve your content in this post-COVID-19 world, get in touch with us today for a free, no obligation discussion about what we can do to take your content to the next level.