Empathy is rarely about yourself. There’s always that tiny temptation to add in content just because its newsworthy or relevant to cultural conversation. But here’s the thing - Popularity doesn’t always mean connection. If you’re a real estate agency, for example, casually adding in content about what Will Smith did at the Oscars is not going to cut it. Figuring out what your audience needs and finding out how to address that is your one and only job if you’re really prioritising connection.