To create content that people will love and resonate with, you need to understand them first. By understanding what our audiences are looking for and providing value-driven content, we can create content that they will appreciate and share with their friends. To resonate with our audience, we need to lead with empathy.
What does Leading with Empathy mean in digital marketing?
At its core, empathy is understanding and responding to the feelings of others. In the context of digital marketing, it means creating content that resonates with our audience on an emotional level. By taking the time to understand them, we can create content that connect with them on a deeper level.
How do we go about Empathizing with our Audience(s)?
There are a few ways to get started. The first step is to listen to your audience. Use social media platforms like Twitter and Facebook to see what topics they’re talking about and what kind of content they’re sharing. Another way is to survey your readers directly by asking them questions about their interests and needs. Once you have a good idea of what matters to them, you can start creating content that meets their needs.
When creating content, it’s important to keep in mind that not everyone is the same. Just because something resonates with one person doesn’t mean it will have the same effect on another. That’s why it’s important to create a variety of content types and experiment with different formats to see what works best for your audience. By trying new things, you’ll be able to better understand what they’re looking for and how you can provide value.
Ok, so now that I understand what my Audience is looking for, how do I provide them with Value-Driven Content?
The best way to provide value is to focus on creating helpful and informative content. This can come in the form of blog posts, infographics, videos, or even just simple tips and tricks. Whatever you create, make sure it’s something that will help your audience solve a problem or improve their life in some way.
By providing value-driven content, you can build trust with your audience and establish yourself as thought leaders in your industry. When people see that you’re focused on helping them, they’ll be more likely to return to your site and share your content with their friends.
Here are 5 Tips to Get Started on how to Create Content that People will Love and Resonate with:
Start by understanding what your audience is looking for.
How? You do this by listening to them on social media, surveying them directly, or by reading articles and watching videos about your target market.
Create a variety of content types and experiment with different formats.
Don’t just stick to one type of content (i.e., blog posts). Try creating infographics, videos, and guides. It takes time and testing to see what works for your audience, so be patient in the process.
Focus on creating helpful and informative content that provides value.
You could do this by writing blog posts, creating infographics and videos, or just providing tips and tricks
Make sure your content is interesting and relevant to your target market.
You can test this by surveying your target market or using Google Analytics to see how long people are spending on your site and what pages they’re most interested in. If you want people to keep coming back for more, make sure your content is updated regularly with fresh and relevant information.
Build trust with your audience by being helpful and transparent.
Create helpful and informative content that provides value and be transparent with your motives. Be consistent and continue to provide valuable content that meets the needs of your audience.
Your audience, regardless of what industry you are in (i.e., IT, Technology, Retail, Education, Health, and Wellness) all have one thing in common, and that is wanting an authentic, real connection with the business they choose to buy from.
So, how do you connect with them? You start by leading with empathy.
When you lead with empathy, it shows that you are interested in understanding their needs and wants. It also establishes trust and builds a connection with your audience. Once this connection has been established, they will be more likely to return to your site, share your content, and buy from you.
We are all human and crave that positive, authentic interaction, both in our personal lives and as consumers. When you walk into a physical storefront and have a positive interaction with the people that work there, you are more likely to return than when the experience was negative.
But what if my audience mostly buys from me online? I don’t actually see or directly interact with them.
Even though we do not interact the same way with people online as we would do in person in an actual store, your audience still expects positive customer service and a streamlined purchase process.
Here is an example:
Have you ever had that online experience that was so terrible, it made you never want to shop with a particular company online again? You know the ones where you can’t find what you are looking for on the website, or the customer service is atrocious, or worst of all your purchase never arrives!
These types of experiences make us, as consumers question why we ever thought online buying was a good idea in the first place. The thing is; people still expect a positive experience when they shop online. And for the most part, they do have positive experiences- but it’s not always consistent. This inconsistency is what causes people to hesitate before buying something online.
Nowadays most people will do their research, they look at reviews, they ask people they know about a certain product, service, or business, they find the information they need to make an informed decision. And in turn, as a business you need to do your research.
If your business has established itself with informative and helpful content, a positive customer service experience, a streamlined purchasing process, a well-designed and responsive website, and have positive customer reviews, consumers will view you as a business they can trust, and this will encourage them to buy from you.
So, how do you create an authentic connection with your audience if you don’t physically see them?
It goes back to you starting to lead with empathy. When you lead with empathy, it shows that you are interested in understanding their needs and wants. It also establishes trust and builds a connection with your audience. Once this connection has been established, they will be more likely to return to your site, share your content, and buy from you. If you can provide a positive and authentic experience for your audience, they will keep coming back for more, and that is how you start building a successful online business.
Always remember to put your audience first.
For more advice, check out our blog post: “How to Write Quality Content for Your Social Media Audience” Read it now
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