Businesses spend millions of dollars each year hiring content strategists and freelance writers to develop various formats of content (blog posts, videos, ebooks, etc.) to convert their target audience into loyal customers. However, a lot of businesses struggle to obtain a remarkable ROI on content because their results are low social media engagement or poor email subscription conversion rates. These poor outcomes are stressful on content creators and businesses because their failure to produce compelling results puts their reputation and brand at risk, so they need to figure out a new way to approach their content development process.
Faced with the problems of low audience engagement and following, content creators and writers need to figure out what can they personally change or learn about themselves to produce winning results. Ann Hadley, author of Everybody Writes: Your Go-to-Guide to Creating Ridiculously Good Content, identified the #1 personality trait that must be developed in order to create content that resonates well with your target audience and keeps them begging for more. It’s EMPATHY. Empathy is the ability to understand another person’s experience or point-of-view. She explained how it can benefit creators and writers who want to advance their skills, “Empathy for the customer experience should be at the root of all your content, because having the sense of the people you are writing for and a deep understanding of their problems is key to honing your skill… What matters now is creating useful content that solves customer problems, shoulders their burdens, erases their pain, and enriches their lives.” Using empathy to strategically develop useful content and marketing strategies appealing to your target audience or potential customers will cause them to look at your brand as an industry authority and trust it with their needs.
Get Customer Insights
To develop empathy to produce amazing content for your business, you need to gain information about your customers to figure out what resonates with them. Identify who they are and do some research on what they need, what they like, and what more they want from your business. Here are different research methods to use in order to understand your customers better:
● Conduct Customer Interviews
This is where potential and current customers are interviewed about their experiences, attitudes, and desires towards your product.
● Online Listening
Use keywords on google and social media that they will most likely use to find out subjects that they are interested in and questions they want answered. Look at online forums, groups, and membership websites that they join to track their online activity.
● Customer Surveys or Polls
Create customer-centric questions to understand what your target customers’ desired features are in products, their needs in purchasing, and what would cause them to buy a product.
Create Content from Your Reader’s Point of View (POV)
Now that you know more about what appeals to your target customers, you need to create content that works. To do this you have to switch places with your target audience and think about what they want from your content to make their lives easier. Here are some simple questions to consider when creating content for them:
● Who am I creating this content for?
● What more do they want from my brand or business?
● What topics or subjects are they interested in?
● How is this benefiting my reader or viewer?
● What new information can improve their lives?
● What are their needs and goals?
● How can I solve them with my content?
Make sure you’re developing content that will appeal to their POV. Don’t write pages that will appeal to a corporate CEO, if you’re trying to reach mothers who want parenting tips. Write in a simple way that your target audience will understand and relate to.
Empathy is a very helpful skill that can be developed and implemented through research and constant practice. Keeping your target audience’s desires in mind will show them that your business prioritizes them and wants to become a valuable resource in their lives.