By Jennifer Lawhead – Chief of Content
Many organizations, especially in the last several years, have jumped on the content marketing bandwagon. Using content as a way to engage, educate and ultimately convert customers or clients is a worthy investment, they’ve concluded.
It’s a smart conclusion; high-quality content can do that and so much more. In fact, more than 80 percent of B2B companies have embraced some sort of content marketing approach, according to Curata.com. Organizations that don’t embrace the power of content will simply be left behind.
With so many embracing content marketing, it’s no longer simply enough to produce content. The ante has been upped, and quality will become paramount.
What will be the ultimate mark of excellent content? No, it won’t be a certain word count, a certain format, or a magical visual-to-copy ratio.
Empathy isn’t a box you’ll find on a quality content checklist, but I promise you it’s the most important. Without it, your content, at best, will only mildly perform.
Here are three ways you know you’re producing content that is empathetic to the individuals you are trying to speak to:
If you find your content isn’t performing well, you may have an empathy problem.
When we work with leaders, we teach them to understand themselves first before they can empathize with others. We help them identify their core beliefs, always without passing judgment. The words they use and the behavior they exhibit are all clues into who they are on the inside. Then, we empower them to produce content from a place of understanding and acceptance – both of themselves and their followers.
While this isn’t as easy to correct as a word count problem, expressing empathy is the best investment of time. Because, a company that can show empathy in its content – often one of the first impressions someone has of a brand – can extend that sentiment throughout their business and go much deeper than selling. They can fully serve.