As content writers strive to write the best content for attracting new viewers and creating audiences, many struggle building connections. Many novice writers may jump into the craft of content marketing simply trying to sell something as hard as possible; however, many writers will overlook the fact that they can sell to consumers by utilizing empathy in their writing.
When it comes to content marketing, writing great content does not mean pretending to be empathetic, but truly feeling empathy. A skilled content writer shifts their perspective to the consumer’s level, looking for a specific good or service. By understanding and demonstrating empathy effectively, you can consider the point of view, thoughts, and feelings of a customer. Empathy can connect to readers by allowing them to feel seen as well as striking a chord with them.
How can a content writer best use and communicate empathy in their work? Many strategies exist to create empathetic content and connect with your readers—both old and new. By exercising these tactics and techniques, you can improve business with more considerate content.
When considering topics to write about, naturally you want to consider topics that will provide the most traction and hits. Initially, you will probably consider writing whatever topics seem most popular on the web. However, you should go beyond popularity and instead consider what lines up with your interests.
These “interests” should not just be your own, but the common interest of your team and the needs of the audience. Reflect on what themes your business focuses on and problems people might be facing, perhaps two or three. Then, compare potential areas the two share and now you have discovered a link—or a “sweet spot”. For example, if you work for a law firm and consumers seek legal representation, you should discuss topics regarding legislation.
In doing this, you have shared empathetic feelings with potential customers and how you can help them. Now you have made the first step in writing empathetic content.
Many content marketing teams rely heavily on automated processes to write the best pieces for their websites. From SEO plug-ins to spelling and grammar checks and email automation, all of these ensure accuracy and optimize results. However, many people easily forget that automated tools and programs were still created by people and capable of making mistakes. Sometimes, these automated processes and programs simply overlook or misunderstand the proper context.
If you want to create content that will connect with the audience, you need to ensure it still reads like it was written by a person. If an article or webpage sounds robotic and unnatural, readers will sense that tone and feel disconnected. Additionally, distributing written articles or pages that sound out-of-touch can be easy ways to detract viewers. Whether a new article, an email, or a new webpage, always look over the final product to make sure words sound natural and flow well. Though it may take extra work, the final product will not only reach the most people but might even impress.
Your team has done the research, checked over your work, and have considered what you can provide your audience. But when in doubt, consider sharing ideas and seeking feedback from a friend or close colleague. Ultimately, you may find that sharing content with people outside of the group can provide unique insight. If anyone can sense genuine empathy and good intent, it would be a person outside of the work process.
A great marketing team is one that can adapt easily to any situation for quality and provides the best service. And in order to provide an empathetic approach, content writers must place genuine thought and care to move ahead. A business that communicates and connects to its audience compassionately not only communicates better but builds long-term relationships with customers.
Writing empathetically and creating content that reflects this will ultimately help your company succeed in the future. If you find your business struggling with its current team and strategies, assistance may be available. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.