8. Inject empathy into your content
Empathy in content creation means anticipating user needs, guiding them through challenges, and creating supportive experiences. As Roshni Shaikh, conversion strategist at Cape Agency, says: “Content should not convey empathy. Empathy comes before content.
How to incorporate empathy into your content:
Walk in their shoes:
Imagine your potential customer’s journey. If you sell activewear, consider the beginners who may not be sure what to buy. In addition to products, beginner tips are shared, the materials that are most comfortable are explained, and resources like sizing guides or style inspiration are included.
Leverage analytics and feedback:
Use tools like Sprout Social for social media monitoring or Moz Pro for website analysis to gather insights that resonate with your customers. Pay close attention to the sentiment in comments, reviews, and social media posts. Do they share frustrations or positive experiences? Use this data to guide empathetic content decisions.
Supplementary resource links:
Linking to helpful external resources, such as industry reports or guides, shows users that you care about their success. Reputable links increase the value of your content and show that you’re committed to meeting their needs.
