Jake Sorofman of Gartner says that good content marketing requires that the marketer empathizes with the buyer. What Jake is putting forth is not new, it’s been advocated many times before by others such as by Craig Stull, Phil Myers and David Meerman Scott in their book “Tuned In”.
But he does spell it out in the context of content marketing:
Any good marketer is tuned to their audience, but it’s typically for the purpose of their own thinly veiled commercial agenda. Of course, content marketers also have an agenda, but they know better than to lead with their brand. Such brand-forward attempts are often rejected like a foreign body in the bloodstream, undoing any efforts to make an emotional connection.
Content marketing is created with two purposes to either educate or entertain buyers. To entertain prospects (think Old Spice videos), you need to empathize with your audience or you content will fall flat. Similarly, to educate and inform prospects you need to empathize with your audience to understand their information needs.
In the days where marketing meant outbound advertisements, empathy was not important — after all most marketing was annoying and interrupting. These days with inbound and content marketing, both the means (bringing buyers to you through content) and the message both require empathy to be successful.
See Jake’s post for actual examples of brands with empathy and how they create content.
Read original article at Gartner Blog Network…