This week, Jason Schemmel joined #ContentChat to lead a conversation on the importance of empathy in marketing. For the sake of keeping this page’s loading speed at a reasonable level, I’ve left out the many awesome GIFs that Jason included in his responses. It’s definitely worth taking a look at Jason’s profile on twitter to see them in their animated glory!
Q1: How do you define empathy in a content marketing setting?
A1a) Empathic marketing is the ability to understand your end-user’s perspective, needs, & emotions in regards to your topic. #ContentChat pic.twitter.com/sd44dgmGsr
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A1b) It’s understanding, & addressing your audience’s pain points. What problem/issue of their’s are you helping to solve? #ContentChat pic.twitter.com/1taSAX2DJk
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A1c) @JayAcunzo does a good job covering it in this article: https://t.co/5ACyQLXqWj #ContentChat #CMWorld
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A1d) Empathy also shows that you care about them. Don’t be afraid to ASK YOUR AUDIENCE for their thoughts/opinions. #ContentChat pic.twitter.com/KgFXjOgv21
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A1: Empathy is having walked in your customer’s shoes and having the ability to create content that illustrates that! #contentchat
— Maureen Jann (@MaureenOnPoint) July 10, 2017
Understanding the challenges and fears your potential clients/customers have and using that knowledge to make valuable content. #contentchat https://t.co/v5S06m1DOS
— Amanda Milligan (@millanda) July 10, 2017
“Consider the hell your customers are trying to escape & the heaven you want to deliver them to.” via @joshritchie #empathy #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
Stepping into their shoes, lives, heads, hearts to deliver what you have to meet what they need #contentchat https://t.co/GsYzxsDk7G
— LaDonna LaGuerre (@ladonnajonze) July 10, 2017
Q2: Why is empathy an important component of a brand’s #contentmarketing efforts?
A2 When your content strategy is based on empathy, you’ll create content that’s truly useful + builds relationships. #ContentChat
— Erika Heald (@SFerika) July 10, 2017
A2: company empathy usually translates to products that actually solve real challenges people are facing-demo that via content. #contentchat
— Maureen Jann (@MaureenOnPoint) July 10, 2017
A2 When people feel truly heard and respected, they’re more likely to trust you. You become a go-to expert. #contentchat
— Martin Lieberman (@martinlieberman) July 10, 2017
A2: Without empathy, your #contentmarketing may not be different than #sales. You need it to build lasting relationships. #ContentChat
— Berrak Sarikaya (@BerrakBiz) July 10, 2017
A2: w/o empathy it’ll be easier for your customers to leave you & develop a neg. reputation due to lack of a connection #ContentChat pic.twitter.com/IOIflFrRS2
— Molly Nichols (@mnich_pro) July 10, 2017
A2a) Empathy shows transparency into the brand. Do they take time to get to know the audience or do they just push info/sales? #ContentChat pic.twitter.com/5DvaIuUrZq
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A2: Empathy connects the brand with audience on a familiar level providing feeling they are understood. #ContentChat pic.twitter.com/Qx5QlnV7jD
— Alan Fleming (@alan_fleming) July 10, 2017
Seriously! Too often B2B content seems to be written to engage a robot who controls a budget, not for a person. #ContentChat
— Erika Heald (@SFerika) July 10, 2017
A2b) People LOVE personable brands. They tend to hold brands in higher regard if they feel the brand just “gets” them. #ContentChat pic.twitter.com/QrYMdmhUwB
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A2c) Other perks of using empathy -> people are FAR more loyal to a brand that continually shows they understand their needs. #ContentChat pic.twitter.com/JAUCobkq2l
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A2. Important because customers can tell the difference between talking at their problems or identifying with them. #contentchat
— YourWebContentWriter (@WebContent4U) July 10, 2017
For sure. But empathy needs to be a part of your DNA. Not just something you include. 🙂 #contentchat
— Martin Lieberman (@martinlieberman) July 10, 2017
A2d) Show your audience that you care! Take that extra step to get to know them, let them know that they’re THE priority. #ContentChat pic.twitter.com/SYK5PxQLwJ
— Jason Schemmel (@JasonSchemmel) July 10, 2017
Still, I’d say that more and more every part of business needs to be #empathy driven. Cold calling can’t be long-term #contentchat
— Zala Bricelj (@ZalkaB) July 10, 2017
Yes, like businesses are run by bots. Your B2B decision-makers are Humans / Customers after 5pm 😊 With same needs, feels #contentchat
— Zala Bricelj (@ZalkaB) July 10, 2017
Q3: What are some ways to get to know your audience/community well enough to create empathetic content?
A3: the easiest way to get to know your audience is to interact with them regularly. Wait, maybe that isn’t “easy”! #ContentChat
— 🎙JMatt (@JMattMke) July 10, 2017
A3. Engage, connect and ask them. Make sure you really care and aren’t just going through the motions though. #contentchat
— YourWebContentWriter (@WebContent4U) July 10, 2017
A3: Don’t go in assuming you know how they feel. Do some research, engage and be ready to learn. #ContentChat pic.twitter.com/72t0pDD6BM
— Alan Fleming (@alan_fleming) July 10, 2017
A3a) Ask questions!!! Get feedback from the people you’re trying to reach. People LOVE to know they’re being heard. #ContentChat pic.twitter.com/JeudUv888y
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A3: check out their #socialmedia & see what they’re talking about. In person make sure you really listen & understand them. #ContentChat
— Molly Nichols (@mnich_pro) July 10, 2017
A3: Observe & absorb. Question assumed truths. Are you launching a new message b/c it’s not working–or b/c you’re tired of it? #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A3: Focus groups especially in-person. Social media is great, but face-to-face comms can teach marketers so much! #ContentChat
— Danielle Bullen Love (@daniellewriter) July 10, 2017
A3b: Combine your conversations with social media metrics that give nuance about interest and demographic info. #contentchat
— Maureen Jann (@MaureenOnPoint) July 10, 2017
It kills me when companies don’t understand the importance of the social media manager having enough time to engage… #ContentChat
— Erika Heald (@SFerika) July 10, 2017
A3) Social listening, creating buyer personas, looking at your current customers… #contentchat
— Meaghan Alvarado (@meaghanmae) July 10, 2017
A3) Offer them the oppty to provide feedback and you may get some good insight into pain points – then actually listen #contentchat
— LaSalle Network (@LaSalleNetwork) July 10, 2017
Exactly. If you always ask Qs but never interact with people who reply, then you’re wasting their time. #replybait #contentchat
— Martin Lieberman (@martinlieberman) July 10, 2017
Yes. And avoid assumptions in building personas. Don’t take 3rd hand info—talk directly to customers. #ContentChat
— Erika Heald (@SFerika) July 10, 2017
Surveys are an easy way to show empathy. Active listening/engagement is a surprising way to do it. Latter is more effective. #contentchat
— Martin Lieberman (@martinlieberman) July 10, 2017
Q4: What are the steps a content marketer must take to create empathetic content?
A4: Be part of the audience. Be obsessed with your product. Know the casual and hard-core user’s loves and pain points. #contentchat
— Jack Appleby (@JuiceboxCA) July 10, 2017
A4 Listen, reflect, engage and then tell the story! #contentchat
— Hanna Steinker (@Hann_bananz) July 10, 2017
-A4)
– Research
– Ask questions
– Look at topic from their perspective
– Write from a standpoint that connects emotionally#ContentChat pic.twitter.com/UyQWuNJPrk— Jason Schemmel (@JasonSchemmel) July 10, 2017
A4: Ask yourself: Does this content answer a question my target audience has? If not, go back to the drawing board. #contentchat https://t.co/9xoe2NWGE2
— Amanda Milligan (@millanda) July 10, 2017
A4: get your employees (real people) maybe like your CEO on Twitter and engaged #contentchat that is IMHO the best content https://t.co/2INcwYuSoY
— Josephine Borrillo (@70mq) July 10, 2017
A4: Go all in on addressing WHY: why are they searching? do they feel this way? why are you in the best position to help? #ContentChat
— Alan Fleming (@alan_fleming) July 10, 2017
A4: Be connected to his/her audience on a daily level, including bi-directional communication (querying about wanted content) #ContentChat
— Benny Gelbendorf (@BGelbendorf) July 10, 2017
Start w/ you, would you buy/use the brand & why? Ask your friends, family, & colleagues? Test content. #lowbudgetresearch #contentchat
— Shannon Mouton Gray (@ShannonRenee) July 10, 2017
A4: make sure you have stats / ROI on how content is performing #contentchat that will help in future development of content https://t.co/2INcwYuSoY
— Josephine Borrillo (@70mq) July 10, 2017
A4 b) Take what you learn from listening and apply it. Be the medicine to audience pain points. Make it tasty & easy to take too. pic.twitter.com/WRqpeKZchf
— YourWebContentWriter (@WebContent4U) July 10, 2017
A4 Drill down > you need the best intersection between their needs & your delivery of value, help, support, ideas #contentchat https://t.co/qyxyLchY6i
— Zala Bricelj (@ZalkaB) July 10, 2017
A5b) @DollarShaveClub is my favorite. Their first YT video exudes empathy in the most fun, relatable way possible for guys. =P #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
Q5: What are some examples of empathetic content in action?
A5: Samsung’s campaign w/ Casey Neistat has been stellar. Focuses on the creativity of their customers. #contentchat
— Jack Appleby (@JuiceboxCA) July 10, 2017
A5: soft sell content that focuses on the end user/consumer… partner with community and other outlets for impact. https://t.co/N3V1cbEpjh
— jill seidelman🌎♻️️❤ (@jillseidelman) July 10, 2017
A5a) @goldieblox does an amazing job creating content relatable for parents AND kids that’s not *just* about their product #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A5b) @DollarShaveClub is my favorite. Their first YT video exudes empathy in the most fun, relatable way possible for guys. =P #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A5b) @DollarShaveClub is my favorite. Their first YT video exudes empathy in the most fun, relatable way possible for guys. =P #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A5. My homeslice @TMFproject 💯 She just gets it. https://t.co/PNKQzEFeTW
— ☉ (@TennileCooper) July 10, 2017
A5: Gosh… @Mentos recently did an ad about connecting with people – it stands out in my mind! #ContentChat
— 🎙JMatt (@JMattMke) July 10, 2017
A5: Any piece of content that is not tone deaf, speaks to the needs of their audience, and creates emotion is empathetic. #ContentChat
— Berrak Sarikaya (@BerrakBiz) July 10, 2017
I love the @lushcosmetics “How It’s Made” videos. https://t.co/ItZKmLMi5a #ContentChat
— Erika Heald (@SFerika) July 10, 2017
A5: @oiselle does a great job of addressing customer insecurities #contentchat
— HannaLizKnowles (@HannaLizKnowles) July 10, 2017
I love campaigns that remember diversity in humans. LGBTQ+, minority races, other religions, the disabled, etc. #contentchat
— Megan McCarthy (@ImMeganMcCarthy) July 10, 2017
A5: This comes to mind: https://t.co/ypv7AfoyMi #OpenYourWorld #ContentChat
— Max Bailey (@maxthemarketer) July 10, 2017
A5: So much easier to cite tone-deaf / narcissistic examples. Sometimes empathizing with one segment can clash w/another. #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A5. I love when brands have campaigns that read my mind. Like when @galleyDC says, “Let us cook tonight,” and I’m like YAS PLZ. #contentchat
— Amanda Milligan (@millanda) July 10, 2017
A5c) Here’s an article on some other great examples of #Empathy in content: https://t.co/NCcTiCv257 #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A5) A lot of content created through influencer marketing is empathetic. When done the right way & the partnership makes sense. #contentchat
— Meaghan Alvarado (@meaghanmae) July 10, 2017
Q6: When is an empathetic approach to content a bad idea?
A6 Sometimes, your empathy can be too specific and people feel excluded, like you’re not talking to them. #contentchat
— Martin Lieberman (@martinlieberman) July 10, 2017
A6: Empathetic content is a bad idea when it alienates another key customer segment in the process. #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A6a)
– Don’t know the topic well enough
– Wrong tone
– Conveying the wrong message
– Conveying same message as everyone else#ContentChat pic.twitter.com/j4SKPpGJro— Jason Schemmel (@JasonSchemmel) July 10, 2017
A6. If you’re over-inflating an issue or being too dramatic. Don’t make a problem seem worse than it is. #contentchat https://t.co/XjJnmAI70W
— Amanda Milligan (@millanda) July 10, 2017
A6: Empathetic content is a bad idea when it’s inauthentic. Read the problem w/ “friendly” branding: https://t.co/Wba90zmcCi #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A6: Empathetic content falls short when trying to enter a trending tragedy. Heart may be in right place but it isn’t about you. #ContentChat
— Alan Fleming (@alan_fleming) July 10, 2017
A6b) Examples: Apple & U2’s forced download; Walmart’s “Fat Girl Costumes;” and the absolute WORST one: https://t.co/k298HxUfTp #ContentChat pic.twitter.com/GQ8dNfylYI
— Jason Schemmel (@JasonSchemmel) July 10, 2017
a6 Delicate Balance between empathy & exploiting the problem. #Balance #contentchat
— Debi Norton (@BRAVOMedia1) July 10, 2017
A7: Go beyond basic data, include hobbies, loves, hates. #ContentChat
— Maureen Jann (@MaureenOnPoint) July 10, 2017
A6: Good point–it’s not empathetic if it’s reaching an unintended audience. Like saying “sorry” to a stranger #ContentChat
— Max Bailey (@maxthemarketer) July 10, 2017
Q7: What are your tips for must-include persona information to inform your content team to create empathetic content?
A7: Go beyond basic data, include hobbies, loves, hates. #ContentChat
— Maureen Jann (@MaureenOnPoint) July 10, 2017
A7: make social media listening a priority #ContentChat https://t.co/JdR1QhCkT6
— Josephine Borrillo (@70mq) July 10, 2017
A7. What are their biggest struggles — AND WHY? #contentchat https://t.co/cbxl8QZGrg
— Amanda Milligan (@millanda) July 10, 2017
A7: Turning to the B2B persona master here, @ardath421 – https://t.co/SxtnDumljl #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A7: What other brands are they fans of? What can you learn from other campaigns? #contentchat
— Danielle Bullen Love (@daniellewriter) July 10, 2017
A7: Another great persona tool: Up Close & Persona by @ardath421 – https://t.co/TAjsNEwxie #contentchat
— Shelly Lucas (@pisarose) July 10, 2017
A7a) Go beyond the topic: what else does the audience care about in conjunction with the topic your content covers? #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A7b) Put yourself in their shoes. Take off your hat and put on their’s. Why would they care about the content you’re creating? #ContentChat pic.twitter.com/xXRmTLiPq1
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A7: I find tribes more useful than personas. Humans bounce between personas and can occupy more than one tribe at a time. #ContentChat https://t.co/eNzMOeL9rs
— Stacey D. #BISummit (@sdepolo) July 10, 2017
Q8: How do you build the business case for focusing on empathetic content creation?
Create/find a case study (there are tons) about how tapping into emotions means more shares, more engagement, and more links. #contentchat https://t.co/JeRR8mkxQi
— Amanda Milligan (@millanda) July 10, 2017
A8: Reminding executives the purpose behind creating content for social media is to be social with your audience! #ContentChat
— 🎙JMatt (@JMattMke) July 10, 2017
A8: If you don’t show empathy, your audience will shrink. People need to be heard 👂=💲 #ContentChat
— Max Bailey (@maxthemarketer) July 10, 2017
A8: By explaining #Content won’t remain in people minds for long, but their feeling when they read it will remain. #ContentChat
— Benny Gelbendorf (@BGelbendorf) July 10, 2017
A8: Increases mindshare and market share, leading to direct increase of patient traffic, return visits, new business and donor opportunities https://t.co/zZHfY6M3b3
— jill seidelman🌎♻️️❤ (@jillseidelman) July 10, 2017
A8a) Proper content empathy builds the brand’s authoritative voice by showing they understand the topic as well as the people. #ContentChat pic.twitter.com/JbF5ckO6HT
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A8b) Ppl who search your already published content that resonates w/ them will establish your brand as the knowledgeable expert #ContentChat
— Jason Schemmel (@JasonSchemmel) July 10, 2017
A8c) They will see how others have responded to your empathetic content and trust your brand knowing it has helped others. #ContentChat pic.twitter.com/1dLcQeJO4o
— Jason Schemmel (@JasonSchemmel) July 10, 2017
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