Sales are the #1 priority for every business owner. Conversions determine cash flow - and cash flow is the lifeline for any enterprise.

While selling online, every marketing department wants the same thing - to be able to produce results. However, it's something that is more easily said than done. Sometimes, marketing requirements revolve around putting a ton of content out there and not paying any attention to the actual quality of what’s being created.
While creating content calendars and pitching stories, it's easy to get entrenched in the mindset that it's a numbers game; produce many stories and posts and pray that something will work out. When that doesn't happen, we tend to place blame on the branding, the timing and the channels themselves. But these are all excuses for content that's just produced poorly. That piece of content was never going to work because it just didn't have the one ingredient that makes all the difference - empathy.

A couple of decades ago, an advertisement of some kind would be the only thing a brand did to attract and sell a product or service. But what worked then just doesn't cut it now.

Content marketing is not about producing one-hit wonders. It's more like a slow-cooked meal, gradually building into a masterpiece.

At its heart, content marketing is about engaging with the people you will serve. It's not about talking about yourself or your business. It's all about putting the spotlight on your customer. If you don't think about your audience's needs, moving them down your marketing funnel will be challenging and frustrating due to the lack of genuine connection.

The one ingredient that changes all this is empathy. The dictionary defines this as 'the ability to understand and share the feelings of others.'

Where do we begin when trying to understand how your customers feel? How do you put yourself in their shoes and navigate the trails of discontent, challenge, or pains they face? Marketing with empathy is all about doing this important work. It's not just asking for email addresses or shares and likes. It's about harnessing a questioning and curious attitude while mapping out the buyer's journey.

Why I use an Empathy Map during my Story Strategy Sessions:

One of the tools I use during the Story strategy session is an Empathy Map.
Using an Empathy map allows a better understanding of what the client can talk about concerning their audience. When we think about Storytelling from an end user's perspective, it's slightly more relatable and coherent. Whether you're solving problems or explaining what challenges your service can help, stories told with an understanding of this can elevate how you connect. Customers become more familiar with your brand, knowing that you're present in their lives and not just there to sell another service.

There's a difference between empathy-driven storytelling and marketing content created to fill empty spaces. We build our brands with humans, not robots. Every piece of content is truly an opportunity to say that your brand cares for authentic connection more than just communication. Taking time to research, think about solution-driven stories is at the heart of the content marketing process.

“You need to create ridiculously good content – content that is useful, enjoyable and inspired.”

— Ann Handley

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.

Introducing a new product to the market is not just about the product - it’s about how that product meets the needs of your customer. Think of this storytelling as the nexus between the way your company serves best and what the customer needs the most.

Why you must employ empathy when creating your content strategy / plan?

>> Meet your audience where THEY are

Your job is about advocating for your audience and prioritising them. From your headlines to the way you present information to the channels you use, every touchpoint is a focussed attempt to help them. Be ridiculously invested in serving them. They are your North Star, the reason for your business’ existence and the people who will carry your business forward.

>> Be present with them on the customer journey

From one quarter to the next, your marketing plans will and sometimes, must pivot and change to suit your audience. This might seem counter intuitive at first, but it’s an essential skill to have when creating content that matches their mindset. Things that worked before might now not be relevant, and you might have to introduce new elements into the content marketing mix, testing out what makes sense and what doesn’t. The customer journey too, will change, spending habits, associations with your brand, competition will arise.

Social listening will be a skill that you will need over and over again.

>> Deepen relationships and strengthen your brand presence

When you’re consistent with creating quality content and produce stories that are relevant, helpful and that provide solutions for your customers, guess what happens?

YOU DEVELOP TRUST.

Trust is the X-factor that differentiates a brand from a great brand. When your customers trust your brand, you create a sweet spot for your business. Sales are easier, connection is constant and it’s a two-way street rather than just you with a microphone talking about your business. You’ve begun a conversation, and that is priceless.