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The difference between empathy and sympathy
First, we need to distinctly understand what empathy is and what empathy isn’t. Empathy and sympathy are not the same things. Sympathy is compassion or pity for someone else’s situation, but it doesn’t take the point of view of that person. Empathy puts you in the shoes of your audience as if you were personally going through what they are going through. By using empathy in your content marketing strategy, you are positioning your brand to understand what your customers are going through and how their challenges are affecting them. When you embrace the current emotional charge of the moment, your content will be much more impactful and compelling to read.
What drives engagement and interest with your readers?
Once you begin to change the tone of your messaging and writing, your brand needs to produce content that people are going to read. Look at the trends of the industries you work with and try to create content that people are talking about now. With relevant topics, you can generate content (blogs, social media posts, email campaigns) based on what your audience will engage with most. Use these topics and tactics to drive your readers to act, whether that’s signing up for a newsletter, make a purchase, or just interact with your online team. Making sales is an added benefit to driving engagement, but it’s important to understand that engagement doesn’t just mean asking people to buy your products. The real power is when people are talking about and generating interest in your brand online.
Use content to educate your audience
Your content should be positioned to provide relevant and educational information to your audience, giving them something of value through what you are creating. By looking at the challenges your audience is facing, you can position your content as a way to overcome those challenges and how your company can help. It’s all about providing value when your audience desperately needs it, showing them that you are here to help their business navigate this difficult season.
