Creating compassionate content is a great way to meet people where they are. Your customers are essential to you maintaining your brand. Everything that your company does; from content creation to product development, you must consider their needs. In marketing, this means you need to show compassion and the ability to create an emotional connection with your audience.

In other words, you need to understand their fears, needs, and desires in order to build a connection with them to convert them into loyal customers. Compassionate content marketing can help you achieve that.

Continue reading to learn more about compassionate content marketing – what it is and how to create content that your audience can relate to.

What is compassionate content marketing?

Getting caught up in the performance of your content can easily happen with content marketing. And while your content’s performance is important, it’s crucial that you allow emotions to be expressed to provide a more human element as well.

Compassion is the foundation of effective content marketing. Given this point, keep in mind that there’s someone on the other side of the screen when you are creating content. Being able to put yourself in someone else’s shoes is the main focus of compassionate content. In short, as a marketer, it’s important to understand how your audience feel, think and view the world around them.

Most products and services are centered around helping us achieve our goals, what we like or don’t like, and solving our pain points. Consequently, effectively marketing your products and services means you need to show how they will enhance the lives of your audience. And the ideal way to do that is with compassionate content marketing.

Why show compassion in your content marketing?

Now that you know what compassionate content is, let’s explore some reasons why including elements of compassion in your content is advantageous to your brand overall.

• Fosters relationships. Your brand’s success and future goals are directly related to the relationship between your brand and your audience. If your audience feel they are seen as worthwhile to your brand in a deep and profound way, they are likely to use your products. Not only that, but it also increases the chance that they will recommend them to others. Content is a powerful motivator that can communicate with your audience. And when it does, compassion will be the connector from both ends of the spectrum.
• Strengthens communication. In the simplest form, marketing is communication. Consumers cannot consider making a purchase if they don’t know that your product or service exist. You are building communication to reach your target audience when you market your product or service. Compassion plays a pivotal role in healthy, effective communication. Ultimately, we all want to feel validated and understood. For this reason, you will be able to create content that truly resonate with your audience when you focus on how they feel.
• Visually appealing. Another important component of effective content creation is visuals that are appealing. Most people process text much slower and visuals, which is one of the main reasons why videos are so popular. Having thorough knowledge about your audience allows you to create visual content that your audience can relate to, just as you relate to your audience.

How to create compassionate content for your audience

Content creation such as product reviews, videos, and photos can be more impactful when enhanced with compassion. But how do we accomplish this during our own content creation processes?

#1. Always be genuine

Genuine people don’t manipulate situations and they are always transparent about their intentions. Because they instill a sense of trust, audiences believe what they say and do is based on how they actually think and feel. For these reasons, genuineness is a crucial aspect of content creation that audiences look for. It’s much easier to connect with an audience when you are being genuine.

Sometimes this means highlighting your personality as a brand to your audience. It’s also important to be forthcoming about addressing mistakes and not using seamy sales tactics. Audiences are quick to respond when they see and recognize the humanity of your brand.

#2. Understand your audience

Knowing your audience is the first step in creating effective compassionate content. Essentially, you want to see the perspective from your audience’s side and empathize with them. What are their pain points and goals? When you know who your intended audience is, you will be able to create content that resonate with them.

#3. User-driven content

User-driven content (UDC) is content that is produced by other people like customers or users rather than the brand itself. UDC can include content such as customer-generated videos or photos and reviews. This type of content is amazingly powerful because users often relate more to each other than they do to brands.

When users know that others have similar pain points and goals, they are more likely to engage with the content. Plus, since users created the content for your brand, you can share it across your marketing channels, extending your reach and boosting your marketing ROI.

Let Envisager Studio create inspiring compassionate content marketing for your brand

When creating successful content, showing compassion is critical. Fortunately, Envisager Studio is here to make sure your content is relatable to your audience in the most effective way. Our professional graphic artists and expert content marketers are ready to create high quality content for your needs. Get started today by requesting a quote.

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Gregory Meyer

Gregory Meyer
DIGITAL MARKETING DIRECTOR

Gregory is the Analyst & Digital Marketing Director at Envisager Studio. His data collection is an important part of each client’s unique website design and social media strategy. In his spare time, he writes about web design analytics, social media, visual marketing, and social influence.