Using Empathy to Create Great Content


When it comes to Digital Marketing, we all know  "Content is king." You could have the best Social Media targeting on the planet, your audience won't budge if you don't give them a reason to stop scrolling. 

I have a bit different stance on that: I say "Content is the foundation". It's not above marketing strategy; it's behind it. No matter what you do, you need content to support it, be it a landing page copy or a blogging strategy.

The foundation for great content is knowing your audience. I mean really knowing your audience. This goes beyond a customer persona, we need to develop a deeper understanding to really connect. One powerful yet surprisingly underutilized way to do so is to build an Empathy Map.

An Empathy Map is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment.

The Map consists of four quadrants, which highlight your customer in regard to how/what they:

  • Think & Feel
  • Hear
  • See
  • Say & Do

For example, let's say you're selling Ring, a video surveillance system for home owners:

Think & Feel: They want to feel safe in their own home.

Hear: The neighbors had a fake delivery man knock on their door last night. 

See: They have a beautiful home, and two young children.

Say & Do: We're away from home a lot, we like to stay active. 

Just know this gives an advertiser valuable input on the content they could create. 

"We know you value your time with your family, as well as your safety. You can still maintain an active lifestyle while having peace of mind when you hear a knock on the door. With Ring, you can see and respond to whoever is there, even when you're not at home"

Whether content is needed is no question indeed. It's how to make it more effective. Empathy Maps are the key. 

Interested in learning more? Join me for a free webinar May 23rd from 1-2pm EST. We'll walk through how to create an Empathy Map for your customer segements, and how to incorporate them into your content strategy. All registered attendees will receive a copy of the deck and recording of the session.