8. Add empathy to content
Empathy in content creation means anticipating users’ needs, guiding them through challenges, and creating a supportive experience. As Roshni Shaikh, a conversion strategist at Cape Agency, says, “Content should not convey empathy. Empathy comes before content.”
How to add empathy to your content:
Put yourself in their shoes:
Imagine your prospect’s journey. If you sell sportswear, keep in mind a beginner who may be unsure of what to buy. Beyond the products, share tips for beginners, explain the best materials for comfort, and add resources like a sizing guide or style inspiration.
Use analytics and feedback:
Use tools like Sprout Social for social media monitoring or Moz Pro for website analytics to gain insights into what resonates with customers. Pay close attention to the sentiment in reviews, comments, and social media posts. Do they share frustrations or positive experiences? Use this data to make insightful content decisions.
Link to additional resources:
By linking to helpful external resources like industry reports or guides, you show users that you care about their success. Reputable links increase the value of your content and show that you are interested in meeting their needs.
